SM Cinema Exclusively Brings Asia’s Breakout Hit “Dear You” to Philippine Audiences

Distance may separate families, but love continues to find its way home. This August, SM Cinema, together with TinBo powered by PLDT Global and Pioneer Films, invites moviegoers to experience Dear You, a moving Chinese family drama that celebrates love, sacrifice, and the unbreakable ties that connect generations across borders.

Opening exclusively at SM Cinema on August 12, Dear You follows Xiaowei, a young man who journeys to Thailand in search of his grandfather, uncovering decades of family secrets through a collection of heartfelt letters. Blending emotional storytelling with themes that resonate deeply with Filipino families, the film offers a touching tribute to the enduring bonds between loved ones, no matter how far apart they may be.

As the country’s most loved cinema, SM Cinema continues to deliver maxed out experiences that go beyond entertainment. Through Love Knows No Distance, the exclusive campaign inspired by Dear You, the story extends beyond the screen and into the lives of moviegoers by creating meaningful opportunities for families to reconnect.

The campaign officially launched with the Dear You Philippine Premiere on July 30 at SM Mall of Asia IMAX, where guests were the first to experience the film on the country’s premier cinema screen. The special screening gathered representatives from the Chinese Embassy in the Philippines, members of the Filipino-Chinese community, partners from SM Cinema, TinBo powered by PLDT Global and Pioneer Films, along with members of the media, influencers, and key opinion leaders.

At the heart of the campaign is the Love Knows No Distance Message Wall, an interactive installation that transforms handwritten letters into real opportunities for reunion.

From July 31 to August 21, moviegoers who purchase at least two Dear You tickets at any SM Cinema branch, through the website, or via the SM Cinema app may visit participating Message Walls at SM Mall of Asia, SM Megamall, SM North EDSA, and SM Aura. Participants are invited to write heartfelt letters to loved ones living overseas and submit them for a chance to win roundtrip airfare for two to reunite with family in select Asian destinations.

The winning entries will be judged based on sincerity and emotional impact, relevance to the campaign’s message, and creativity in storytelling. Two winners will each receive two roundtrip economy-class airline tickets, to eligible destinations including Hong Kong, Taiwan, Singapore, Thailand, Vietnam, Malaysia, Indonesia, Cambodia, or Myanmar.

The Dear You Philippine Premiere was honored by the presence of His Excellency, Jing Quan, Ambassador of the People’s Republic of China to the Philippines, Steven Tan, President of SM Supermalls, and Karla Yuloque, CEO of Pioneer Films, as they joined guests in celebrating the Philippine premiere of the film that has captivated millions across Asia.

The campaign reflects the realities of millions of Filipino families whose relationships are strengthened by love despite living in different countries. Through TinBo powered by PLDT Global, the initiative demonstrates how technology can help bridge emotional distances, making it easier for Global Filipinos to stay connected with the people who matter most.

More than a film release, Dear You is a celebration of family, remembrance, and hope. It is a reminder that even across oceans, heartfelt words have the power to bring people closer.

Experience Dear You the way it was meant to be seen. Only at SM Cinema, where stories come to life through the biggest screens, immersive sound, and shared moments that make every movie unforgettable.

Dear You opens exclusively at SM Cinema on August 12, 2026.