Mayor Khymer Olaso joins officials of SM City Mindpro Wednesday, October 1, in affirming their continued partnership with the local government for the Zamboanga Hermosa Festival 2025, the city’s grandest annual celebration in honor of Nuestra Señora La Virgen del Pilar.

As part of this collaboration, SM City Mindpro turned over financial support to the city government, symbolizing the mall’s commitment to sustaining the vibrance of the festival and strengthening ties with the local community.

The turnover was led by SM Regional Operations Head for Mindanao 3 Lester Tantoco and SM Mindpro Mall Manager Aileen Ann Enriquez.

Mayor Olaso expressed his gratitude to SM for its consistent support, noting that private sector partnerships play a vital role in promoting Zamboanga’s heritage, culture, and devotion.

Following the ceremony, he also sat down with Enriquez and mall staff to discuss possible improvements and further areas of cooperation between the city government and the mall.

The partnership reaffirmation took place during the official launch of Zamboanga Hermosa Festival 2025 at SM City Mindpro, enlivened by cultural performances that showcased the artistry, music, dance of Zamboangueños.

Meanwhile, the activities of the Hermosa Festival at SM City Mindpro featured Hermosa Culture Dance on October 1 at the 4th floor, and will highlight the Vibrant Hermosa Centerpiece from October 1 to 28 at the 4th floor, Hermosa Fest Bazaar from October 3 to 28, a Swifties Listening Party on October 5 at the ground level, the Hermosa Fiesta Fashion Show Mascot and Badju on October 8 at the ground level, and the Hermosa Festival Sale from October 10 to 16 with a mall-wide sale. (Arvin Midel) (photo credits: Kathy Wee Sit)