SM City Jinjiang, SM Group's second investment in China, has been named "Golden Coordinate Award - Annual Exemplary Community Retail Model Project" at the 21st China Commercial Real Estate Festival in Guangzhou, May 21.

Ms. Lucy Xu, AVP-Operations (Fujian Region) received the award on behalf of SM

The award, initiated by Winshang, honor retail excellence with a focus on sustainable operations and community integration.

SM City Jinjiang, the founder's heartfelt investment in his hometown, marks its 21st year alongside Jinjiang's transformation from an industrial hub into a livable city, continuously refreshing its mix, co-creating with the community, and elevating services for a sustainable, better life.

Brands That Fit the City

Deeply woven into the city's growth and memory, SM City Jinjiang maintains a well-balanced brand mix. In 2025, SM City Jinjiang welcomed 14 first-in-Quanzhou store openings, such as Xiaomi EV, Champion, Insta360, Domino's, and Beneunder, while boosting youth-oriented concepts like a MINISO flagship, Vision Walk, Xingjuhui KTV. Its "Foodie Time" zone blends greenery with Nanyang-style streetscapes, prioritizing social dining and one-store-one-strategy localization.

Results are strong: Houcaller ranks No.1 nationwide, Tommy Hilfiger leads in Fujian, and McDonald's, Pizza Hut, 85°C, and Walmart all top Quanzhou sales charts.

Cultural Identity & Emotional Bonds

SM City Jinjiang blends marketing expertise with corporate responsibility, rooted locally, co-created with the community, and committed to cultural preservation. In 2025, the "Halfmoon Lady" cultural figure debuted in Jinjiang in a Quanzhou-exclusive "zanhua (floral ornaments crowning)" edition, drawing 25,000 attendees.

A Lunar New Year campaign, partnering with ICH inheritor to blend Min-nan roof-tile gargoyle art with the city's magnolia flower generated 4.67 million media impressions and lifted foot traffic by over 27%.

Service Details That Matter

As a microcosm of local life, SM City Jinjiang weaves community amenities into its commercial spaces, naturally bonding commerce with the neighborhood. On services, SM City Jinjiang offers smart parking, and an O2O loyalty program with 400,000+ members, making malling more convenient and efficient. For families, it runs a non-profit in-mall Little Free Library, advocating quality parent-child reading with curated book resources and expert support. For pet lovers, multi-level pet-friendly spots, alongside adoption events, themed meetups and a bus tour of Quanzhou curated.

Twenty-one years in, SM City Jinjiang proves that community commerce thrives when warmth, culture, and everyday needs come first.