A heartwarming moment at the MOA Christmas Launch as SM Mall of Asia presents the first set of the Besties of Joy 2025 to Project R3galo—celebrating the season of giving through SM Cares’ meaningful holiday tradition.

MANILA, Philippines — The holiday season is about to get a little brighter, warmer, and more joyful as SM Cares introduces the SM Besties of Joy 2025 — four adorable bunnies who remind everyone that the meaningful gifts aren’t always wrapped—they’re shared through kindness, connection, and friendship.

Evolving from the beloved Bears of Joy, the Besties of Joy carry forward the tradition of giving twice the joy through SM Cares’ annual Buy-One-Donate-One initiative. For every Bestie of Joy purchased, SM Cares donates another plush toy to a child from one of the 72 SM partner communities nationwide—spreading comfort, hope, and happiness this Christmas.

Available from October 25 to December 25, 2025, each Bestie of Joy is priced at ₱330. With every purchase, you get to keep one plush toy while the other is donated to a child in need—turning a simple gift into a powerful gesture of kindness. This meaningful act of sharing brings joy not just to one, but to two hearts, creating thousands of uplifting moments across SM’s partner communities nationwide.

“The Besties of Joy remind us that the true spirit of Christmas lies in friendship and giving. Every hug shared is a reminder that small acts of kindness can make the world feel warmer and more connected,” said Mr. Steven Tan, President of SM Supermalls.

Friends light up with excitement as they meet the Besties of Joy for the first time at the SM North EDSA Christmas Launch 2025—celebrating the season with warm hugs and heartfelt smiles.
Spreading smiles at SM City Fairview as kids meet the Besties of Joy—knowing each hug brings happiness to a child this Christmas.

Meet the Besties of Joy

This year’s plush toy collection features four lovable characters, each bringing their own charm and color to the season of giving.

Hannie, in soft white, is gentle and grateful—reminding us to appreciate life’s little blessings. Rumi, dressed in dreamy lilac, sparks imagination and creativity, encouraging everyone to dream and explore. Tala, glowing in cheerful yellow, is the sunshine of friendship, spreading laughter and love wherever she goes. And Nana, in warm red, is the heart of kindness, always ready with a comforting hug and a helping paw.

Each Bestie reflects the values SM Cares hopes to inspire this season—gratitude, creativity, joy, and compassion. Together, these vibrant and cuddly companions embody the joy of giving and the magic of connection.

A magical moment at SM City Masinag as a young girl receives her very own Bestie of Joy—celebrating the true spirit of giving this Christmas.
Joy all around at SM City Sta. Mesa as our friends from the Down Syndrome Association of the Philippines Inc. share smiles and hugs with the Besties of Joy.

Join the Tradition

The Besties of Joy campaign continues SM’s long-standing mission to bring people together through purposeful giving, in partnership with local charities and organizations that help ensure every Bestie finds its way to a child who needs it most.

Visit your nearest SM Supermall and share the gift of friendship—because every Bestie given is a best friend made. The SM Besties of Joy 2025 are available from October 25 to December 25, 2025, under DTI Fair Trade Permit No. FTEB-239461 Series of 2025.

Celebrating 40 Super Years of Evolving With Every You, SM Supermalls—one of Southeast Asia’s largest mall developers with 89 malls in the Philippines—marks four decades of growing with Filipinos and becoming a trusted space where diverse lifestyles and generations connect, while continuously evolving to redefine the malling experience through sustainability, innovation, and a deep commitment to shaping the future of retail and urban life with inclusive and meaningful experiences.

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