Now that the holiday season is officially in full swing, malls, hotels, and other establishments are going all out in a frenzy of year-end decorating. This flurry of tree lightings started as early as mid-October.
One mall executive put it succinctly when asked to explain this uniquely Filipino practice. “With everything happening around us, we believe it’s important to celebrate what truly matters with our family, friends, and, of course, our communities,” Monique Castañeda, AVP and head of marketing at Ortigas Malls, told The Manila Times.
“Being able to light up the Christmas tree thus becomes a symbol of hope,” she added.
In a year that has repeatedly tested the Filipinos’ vaunted resilience, it is indeed a gift to gather with one’s tribe in the glow of thousands of flickering lights.
Storybook holidays
Rustan’s kicked off the season with its “Once Upon A Christmas” campaign, transforming its department stores into a storybook wonderland. The launch also served as the kick-off for its 75th anniversary celebration with activities lined up until 2027.
Central to the festive campaign are Rustan’s signature window displays, each depicting a whimsical chapter from The Wish Upon A Star and The Enchanted Workshop to The Christmas Train and The Heart of Christmas. Together, the scenes celebrate the holiday season’s timeless traditions and emotions.
The luxury retailer is offering exclusive perks and family-friendly experiences throughout the festive period. Shoppers can receive a limited-edition 75th Anniversary Bear with a minimum single-receipt spend of P25,000 across Rustan’s stores and rustans.com until Dec. 25.
The celebration also features anniversary-themed brand collaborations with longstanding global partners, including Longchamp Le Pliage, Lacoste, L’Occitane, and Acca Kappa, alongside Santa Meet & Greets on select dates at Rustan’s Makati, Shangri-La, Alabang Town Center, Gateway, and Cebu locations.
Keeping community giving at its core, Rustan’s returns with its annual Angel Tree initiative. Shoppers can pick a child’s wish tag off the in-store Christmas tree and purchase the requested gift. The store will then collect and deliver the presents directly to this year’s beneficiaries: the Servants of Charity in Metro Manila and Everlasting Hope in Cebu, an organization dedicated to supporting families battling childhood cancer.
‘Kawaii’ Christmas
Federal Land’s Mitsukoshi BGC is bringing Japanese charm to the holiday season with “A Very Kawaii Christmas,” a Hello Kitty-themed celebration featuring festive displays, interactive activities, and exclusive shopping offers.
Anchored in the master-planned Grand Central Park community, the event gives denizens of The Seasons Residences and mall visitors direct access to authentic Japanese retail and cultural experiences.
The celebration features a Hello Kitty-themed Christmas tree on the ground floor, adorned with pink accents and candy-cane details, along with festive installations throughout the mall’s entrances, escalators, and common areas.
Shoppers can participate in interactive holiday traditions running from Nov. 6 to 30. Those who spend a minimum of P2,500 in a single receipt can play the Christmas Fukubiki Game prize wheel. Meanwhile, the Kawaii Christmas Stamp Rally guides guests through participating spots, including food outlets, Mitsukoshi Fresh, and the Hello Kitty Gift Shop on the ground floor, which has plush toys, collectibles, stationery, and lifestyle items.
Additionally, a Japanese gift-wrapping service will be available from Nov. 12 to Dec. 27 for single-receipt purchases of at least P1,500.
Character appearances are scheduled throughout the season. Hello Kitty meet-and-greet sessions started on Nov. 8 and will continue through Nov. 15, 22 and 29, and Dec. 6 and 13. Santa Claus will also make his appearance on Dec. 19, 20, and 25.
“A Very Kawaii Christmas” at Mitsukoshi BGC runs until Dec. 29.
Family time
GH Mall has also launched its holiday celebration, “A Merrier Christmas Together,” designed for families and shoppers. This year’s event features a partnership with Uniqlo, bringing a Brooklyn, New York-inspired installation to the mall’s South Wing Atrium. The display incorporates contemporary design and festive lighting, showcasing the brand’s LifeWear and Winter collections alongside its holiday campaign, “The Gifts that Bring Us Together.”
The mall’s tree-lighting ceremony last week drew officials from Ortigas Land, Uniqlo, and the San Juan City local government, and featured a performance by the Manila Symphony Orchestra.
This year’s campaign highlights community support and resilience, aligning with Ortigas Land’s 95th anniversary.
“Through ‘A Merrier Christmas Together’ and our exciting partnership with Uniqlo, we are creating more opportunities for people to gather, celebrate, and make lasting memories,” said Renee Bacani, vice president and head of Ortigas Malls.
Visitors throughout the season can participate in a variety of scheduled activities such as the Christmas Bubble Rush, Santa Claus meet-and-greets, live caroling performances, and a Christmas Mascot Parade. Hands-on workshops for gingerbread and ornament making are also available, along with a dedicated Christmas Pawty for pets.