The 2025 International Council of Shopping Centers (ICSC) Global Awards, announced May 19 (Beijing Time) in ICSC LAS VEGAS, the world’s largest commercial real estate gathering, have once again honored SM Supermalls China with two MAXI Awards—the retail real estate sector’s top marketing honors. This marks the company’s second consecutive year on the global winners’ list.
The ICSC Global Awards, often dubbed the "Oscars of Commercial Real Estate," recognize innovation across marketing, design & development, and retail visual. 2025 ICSC MAXI Awards competition drew thousands of marketing entries, with just 79 entrants shortlisted by late March. After final evaluation by international experts, only 45 entries won.
SM China claimed two silver awards: one in Community category for its "Powered by Nature, Powering the Future" Science-Art Exhibition Tour across Xiamen, Tianjin, and Chengdu, and another in Integrated category for the "Anime Party" campaign at SM City Tianjin.
"Powered by Nature, Powering the Future" Tour @SM China
The Tour, a collaboration with the World Wide Fund for Nature (WWF), One Planet Foundation (Shenzhen), and as Research Center, ran from July to October 2024 as part of China Climate Action Week (CCAW) initiative.
By blending art, installations, and community partnerships, the free exhibition spotlighted renewable energy. It engaged 78 nonprofits and local communities, drawing 8.8 million visitors and over 68 million media impressions, later securing China’s "National Arts Fund" recognition.
Anime Party @SM City Tianjin
The 15-day anime festival in July 2024 generated a Gen-Z cultural hub, drawing around 775K mall-goers and over 500 million media exposures.
Key highlights included China’s largest-ever commercial anime debut: the "IPTV ACG Social Circle" exhibition, which occupied a 1,000-sqm immersive zone featuring photography, e-sports, and ACG goods. The mall also pioneered a nighttime music festival featuring the all-day "Dragon Animation & Music Carnival" and more than 30 top guest performers, creating viral moments across social media.
About ICSC
Founded in 1957, the International Council of Shopping Centers (ICSC) is the world’s largest commercial real estate and retail network, with 70,000+ members across 100+ countries, including developers, investors, retailers, and policymakers.