China Display unveiled the 6th Golden Light Awards winners at 2023 China Commercial Planning Festival held in Shanghai. SM China captured the Golden Light Award – Annual Excellent Marketing Team. SM Xiamen won Golden Light Award – Innovation Excellence for the marketing initiative "Umasou's Christmas Adventures", March 30.

As the supreme honor of influence on marketing and display in China, the annual Golden Light Award competition attracts high-quality commercial display cases, aiming to expand business aesthetics and innovate business empowerment.

In November, 2022, SM China celebrated 2022 Christmas season among seven cities, blending local culture and SM's characteristics to fully present its marketing strategy of linkage and development ideas of long-termism. The Awards, therefore, saw SM China becoming the annual excellent marketing team.

The initiative "Umasou's Christmas Adventures" conducted at SM Xiamen, cooperated with TOP TOY, was recognized for its blockbuster of fascinating experience.

"Umasou's Christmas Adventures" creates a sugary, dreamy but indestructible island to announce season's greetings to the citizens. The colorful art installations are on display from the atrium to the skywalks and air corridors connecting SM Xiamen Phase I, II and III. Therefore, a pluralistic new chapter of SM Xiamen Complex begins.