Sales closed at 100K units benefitting a total of 72 communities, marking the most successful debut of a Besties character since 2012
MANILA, Philippines — SM Supermalls closed 2025 with a successful run of its annual charity sale turning everyday purchases into meaningful gifts that brought comfort and happiness to thousands of children. Initiated by its Corporate Social Responsibility arm SM Cares, the annual Buy-One-Donate-One “Besties of Joy” sale distributed Besties to thousands of children from 72 partner communities nationwide during the holidays.
The charity sale proved to be a successful initiative on its 12th year with the debut of a new set of characters designed to reflect the values SM Cares hopes to inspire: gratitude, creativity, joy, and compassion. Together, these lovable companions became symbols of the magic of connection and the joy of giving:
- Gentle and grateful Hannie in soft white
- Kind and comforting Nana in warm red
- Imaginative and creative Rumi in dreamy lilac and;
- Friendly and joyful Tala in cheerful yellow
“We’ve expanded the SM Cares Besties of Joy cast with the introduction of these characters. This run’s turnout was the largest character debut we’ve had in the history of this initiative but beyond that, SM Supermalls is honored to continually foster the spirit of giving and spreading cheer,” said SM Supermalls Executive Vice President for Marketing, Joaquin San Agustin.
Continuing the Tradition of Purposeful Giving
Evolving from the beloved Bears of Joy, the Besties of Joy continued SM Cares’ tradition of purposeful giving. For every Bestie purchased, another was donated to a child in need, transforming a simple holiday gift into a powerful gesture of kindness that connected two hearts — the giver and the receiver.
SM Supermalls facilitated the effort nationwide from October 25 to December 25, 2025 across all its malls to empower communities to take part in a simple, yet impactful act of charity. Many customers and partner companies also made bulk purchases to help maximize the reach of their goodwill. Their collective generosity made it possible for thousands more children to experience the joy of receiving a gift on Christmas. Additionally, the 2025 run marked an astonishing growth in partnerships forged for beneficiaries with 72 organizations benefitting from the generosity of SM mallgoers.
“Collective effort made the success of Besties of Joy 2025 possible. Through the charity of SM customers, tenant-partners, corporate supporters, and the SM Cares community, thousands of children across the whole Philippines felt seen, valued, and remembered this holiday season,” said San Agustin.
As SM Cares continues its mission of empowering communities—bringing people together through meaningful initiatives, Besties of Joy stands as a reminder that generosity and heart make even the smallest gesture deliver the greatest impact.
“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 San Agustin.
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About SM Cares
As the Corporate Social Responsibility arm of SM Supermalls, SM Cares is focused on enriching the lives of Filipinos through socially-conscious and environmentally-responsible programs meant to Empower Communities into long-lasting, impactful improvement.