SM City Iloilo takes the spotlight this Dinagyang season as it brings together the city’s most awaited celebrations in one vibrant destination. As Dinagyang grows grander each year, AweSM Iloilo 2026 invites Ilonggos and tourists to celebrate to the max, firmly placing the mall at the center of the festivities.
Throughout the celebration, the mall serves as a natural gathering hub for Dinagyang activities. Whether meeting family and friends, enjoying food trips, taking in cultural showcases, or enjoying memorable celebrity encounters, SM City Iloilo becomes the preferred meeting place for both locals and visitors. Its strategic location and lively atmosphere offer a convenient and relaxed way to enjoy Dinagyang at one’s own pace.
A full lineup of events filled the week with excitement. The Grand Iloilo Food Festival officially opened last January 22 at SM Southpoint and was graced by guests led by Iloilo City Mayor Raisa Trenas. In support and celebration of Iloilo City’s recognition as a UNESCO Creative City of Gastronomy, the festival highlights local flavors and introduced well-loved Ilonggo dishes through participating local food tenants.
Inside the mall, visitors had the opportunity to sample Ilonggo-inspired creations from mall tenants featuring their signature hero dishes. Shoppers also embarked on an AweSM Iloilo Food Trip adventure by riding the free point-to-point shuttle buses from the mall’s main entrance to explore the Iloilo Central and Terminal Markets and back.
SM City Iloilo also became the best vantage points along Diversion Road during the Dinagyang ILOmination Festival of Light Festivals 2026 and Floats Parade last January 23. Crowds gathered at the main entrance of the mall to witness illuminated performances and powerful choreography from five of the country’s most captivating light festivals, all coming together in one spectacular showcase.
Adding to the festival buildup, the exhibit of the 2026 Dinagyang costumes offered visitors a first glimpse at the intricate and artistic pieces ahead of the tribes competition in the city proper. The exhibit doubled as a photo opportunity for both tourists and locals, creating a picture-perfect space to kick off the festivities. Meanwhile, the Western Visayas Gastronomy and Creative Expo, which officially opened last January 19, highlights regional creativity through local artistry, craftsmanship, and proudly homegrown products.
Festival energy continues to fill the mall with AweSM Street Scenes from January 22–25, featuring colorful sights and interactive experiences that turned every corner into a celebration. Pet lovers also enjoyed cheerful moments at the Grand PawSM Parade and Costume Contest held last January 22 at SM Southpoint.
As the nights came alive, the AweSM Street Party at SM Southpoint delivered nonstop entertainment with live music, performances, and street culture, keeping the Dinagyang spirit going well into the evening.
Excitement started to heat up on January 23 with the Kapuso Mall Show, bringing popular stars closer to their Ilonggo fans. The night became even more dazzling at 9:30 PM as the sky lit up with the much-anticipated annual AweSM Pyro Display, adding dazzles to an already action-packed celebration.
The festivities stayed in full party mode on January 24 at 11:00 PM with an energetic performance by iconic dance group member Rochelle Pangilinan of Sexbomb at SM Southpoint.
Music lovers were treated to another exciting evening as BDO presents Freestyle on January 25 at 7:00 PM at SM Southpoint, followed by a much-awaited performance by Orange and Lemons at 11:00 PM, capping off the fun-filled celebration.
Creativity took center stage with the AweSM Cosplay Fun Ramp and Parade, running from January 22 to 25, from 6:00 PM to 8:00 PM at SM Southpoint. Cosplayers of all ages brought their favorite characters to life, transforming the venue into a vibrant display of imagination, self-expression, and unmistakable AweSM Dinagyang energy.
Completing the Dinagyang experience is the AweSM Festival Sale, happening from January 19 to 25, allowing shoppers to enjoy great finds while celebrating the season.
All ways lead to SM City Iloilo for a complete Dinagyang journey, as Ilonggos and visitors are invited to max out the Dinagyang experience at their most-loved mall.
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About the AweSM Iloilo campaign
Launched in 2019, the campaign combines shopping, culture, music, gastronomy, and innovative showcases, positioning SM Supermalls as the ultimate destination for both Ilonggos and visitors seeking immersive Dinagyang festivities. The campaign has grown into a city-wide tradition, bringing the many colors, rhythms, and stories of Dinagyang together, allowing everyone to experience the festival spirit under one roof.
