SM Supermalls (China) swept the 2026 ICSC MAXI Awards in Las Vegas on May 19 (Beijing Time; May 18 ET), claiming 1 gold and 3 silver trophies. It marks its fourth win at the global commercial real estate industry's top marketing honor, following victories in 2022, 2024, and 2025.

Presented by the International Council of Shopping Centers (ICSC), the MAXI Awards recognize marketing campaigns and technologies that drive exceptional value across the retail real estate sector.

This year, thousands of entries from over 100 countries were whittled down to 68 finalists, with 18 gold and 28 silver awards handed out.

SM City Jinjiang earned gold in Experiential category for "Anti-Burnout Fiesta," a Min-nan culture-themed stress-relief space co-created with IP character "Little Bean" and tailored to Gen Z.

SM City Chengdu secured silver in Experiential category for the national debut of its "Frog Prince ❤ Frog Princess" balloon art exhibition, pairing immersive installation with interactive family programming.

SM Xiamen took silver in Integrated category for "Chinese New Year with Songxi Woodblock Prints," a campaign that turned an intangible cultural heritage into a co-creatable, shareable consumer experience.

SM City Tianjin also won silver in this category for "Three Colors Sports 6.0," creating a replicable sports marketing blueprint for shopping centers.

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. ICSC links with 25+ national and regional shopping center councils throughout the world.