On the evening of May 23, SM China received four ICSC MAXI Awards for marketing innovation during the ICSC Global Awards Ceremony at ICSC RECon 2022 Las Vegas held by the International Council of Shopping Centers. SM China broke new ground by winning 4 ICSC Global Awards, building on its previous 7 ICSC China and ICSC Asia-Pacific Awards.
  

ICSC Global Awards are the most recognized achievement for professional excellence in the marketplaces industry, including MAXI Awards for marketing, Global Design & Development Awards for design and development, and Visual Victories Awards for retail store design. The MAXI Awards recognize the evolution of the marketplaces industry while rewarding creativity and innovation. In early May of this year, 70 finalists were selected from thousands of projects worldwide, and 59 awards were judged by international industry experts.

This year, four nominations from SM China bagged four 2022 ICSC MAXI Awards. Refreshing Min-nan Culture of SM Xiamen & SM City Jinjiang brought home the silver award under Community Category, while Parallel Town-2021 SM Super Carnival of SM City Tianjin won a silver under Integrated Category. Fantastic Dinosaur Park and Imagination Creates Super Power - Sanxingdui Culture Exhibition of SM City Chongqing and SM City Chengdu were awarded silvers under Experiential and Innovation categories respectively.
   

Refreshing Min-nan Culture

As extending efforts for promoting Min-nan culture, SM Xiamen and SM Jinjiang jointly initiated “Refreshing Min-nan Culture” Campaign during Chinese Spring Festival in Y2021，bringing beautiful collision between unique Min-nan culture and modern business. 
Through creative display and themed events, it not only attracted young people to explore the traditional local culture, but also promoted local young artists to a broader platform, and gained more recognition from the community residents. During the campaign, the total passenger flow exceeded 3.8 million, an increase of 319% year-on-year.

 

Sanxingdui Culture Exhibition

In Sept. and Oct. 2021, SM City Chengdu and SM City Chongqing joined hands with the National Top IP "Sanxingdui Museum", creating a culture exhibition with the theme of " Imagination Creates Superpower ", combining culture, technology and business, successfully encouraged customers to go out of their homes and into our malls after COVID.
The exhibition combined museum culture with more education, culture and other experiential characteristics into commercial space, which was constantly being portrayed in different colors as people upgrade their consumption. During the exhibition, the sales of 133 tenants participating in it increased by 22.38% year-on-year while the media covered over 60 million people.
  

Fantastic Dinosaur Park 

In Apr. 2021, SM City Chongqing and SM City Chengdu launched " Fantastic Dinosaur Park ", together with the Zigong Dinosaur Museum and British illustrator and cartoonist David Biskup. The dinosaur-themed science lectures, dinosaur parades and online dinosaur games were carried during the campaign, bringing a "Mobile Dinosaur Museum" into the shopping center in a unique way.
Two malls held the campaign with the same theme but different features, bringing consumers a richer experience as well as the maximum use of resources and cost savings. More than 100,000 people went to the exhibition and media publicity cover nearly 3 million people.
 

Parallel Town-2021 SM Super Carnival 

During summer vacation of 2021, SM City Tianjin has targeted young customers and launched “Parallel Town-2021 SM Super Carnival”. Combining the original IP image with "nighttime economy" for the first time, it has integrated special food, sports events, entertainment performances and creative crafts, creating an 8,000-sqm social, leisure and entertainment block.
Through joint business, the campaign not only promoted activities and helped charity, but also achieved strong traffic attraction and management benefit. The passenger flow increased by 50%; the media exposure reached over 6.76 million people.
 

• ICSC (International Council of Shopping Centers)

Founded in 1957, ICSC now is world’s biggest professional business association of retail and real estate industry. It has more than 70 thousand members including shopping center owners, developers, operators, market experts, investors, tenants, retailors, academic institutions and governments from more than 100 countries.