Matcha Takes Center Stage as SM City Grand Central Opens Doors for Local MSMEs

A fresh wave of matcha flavors is bringing shoppers to Level 3 of SM City Grand Central, where local entrepreneurs are turning one of the country’s most popular food trends into an opportunity to grow their businesses.

As the holiday season begins to take shape, SM City Grand Central is putting the spotlight on homegrown businesses through its Matcha Takeover, a month long campaign designed to connect local micro, small and medium enterprises with a wider market.

Launched on September 21, the campaign brings together 16 local MSMEs, giving shoppers a chance to sample and shop for an assortment of matcha inspired creations. From refreshing beverages and creamy desserts to pastries, handcrafted gelato, specialty coffee and creative handmade products, the activation shows just how versatile the matcha trend has become.

Among the participating businesses are Plates and Beans, Milky Dangooo, Traveler’s Point Café, Kohana Matcha, AB Matcha, Somedae Café, Karamel Bakes and Brews, Curbside Creamery, Yume Matcha, Yadori Cha, Arreese Cafe, Kapeng Lako, MPB Crafts, Sweetbakes Cafe and Cakes, Atarashi Matcha, and Love, Portia.

Where Matcha Meets Local Creativity

Walk into the Matcha Takeover and the familiar green hue of matcha quickly becomes a common thread connecting businesses with different specialties.

For some entrepreneurs, matcha becomes the star ingredient in drinks and desserts. For others, it becomes a creative inspiration for products that go beyond the usual café menu.

That variety is what makes the activation more than a simple food showcase. It gives shoppers a closer look at how local entrepreneurs are responding to changing consumer interests while developing their own take on a popular flavor.

For the participating MSMEs, meanwhile, the mall setting offers something equally valuable: direct access to potential customers.

Instead of relying solely on online platforms or word of mouth, small businesses can introduce their products face to face, listen to customer feedback and create memorable interactions that can help turn first time shoppers into returning customers.

A Timely Opportunity Before the Holiday Rush

The campaign comes at an important time for small businesses.

With September traditionally signaling the beginning of the holiday buildup in the Philippines, consumers are already starting to think about Christmas gatherings, celebrations, gifts and food to share with family and friends.

For MSMEs, this period can create opportunities to reach new customers and build greater awareness ahead of the busy holiday months.

Being part of a mall based campaign also allows these entrepreneurs to place their products in front of shoppers who may not have encountered their brands before.

The Matcha Takeover therefore serves two purposes. It taps into the growing interest in matcha while giving local businesses a physical space where they can introduce their brands, showcase their products and engage directly with consumers.

More Than Drinks and Desserts

While food and beverages naturally take center stage, the campaign also features workshops and activities connected to the matcha theme.

These experiences give shoppers another reason to spend time at the activation while creating additional opportunities for participating businesses to interact with their audience.

For entrepreneurs, those interactions can be just as important as making a sale.

Customer conversations can provide useful feedback about flavors, products and preferences, while face to face engagement can help small brands build stronger connections with the people they hope to serve.

Supporting Homegrown Entrepreneurs

At its heart, the Matcha Takeover highlights how retail spaces can play a role in helping local MSMEs grow.

For emerging businesses, visibility can be one of the biggest challenges. Having a dedicated space inside a busy shopping destination gives entrepreneurs an opportunity to introduce their products to a broader audience and build familiarity around their brands.

The initiative is part of SM City Grand Central’s Yummyfest Campaign, continuing the mall’s efforts to create platforms where local businesses can put their products in front of consumers.

And while matcha may be the theme bringing these entrepreneurs together, the bigger story is about local creativity, small business ambition and the growing opportunities available to homegrown brands.

Catch the Matcha Takeover at SM City Grand Central

For shoppers who want to try the latest matcha inspired creations while supporting local entrepreneurs, there is still time to visit the activation.

The Matcha Takeover runs until September 30 at Level 3 of SM City Grand Central, with the participating MSMEs available from 10 a.m. to 10 p.m.

As the holiday season draws closer, the campaign offers a timely reminder that behind every small business is a story, a product and an entrepreneur looking for the next customer to give their brand a chance.