CITY OF SAN FERNANDO — In less than a week’s time that an “Operation Tulong Express” area has been mobilized in SM City Pampanga, donations – cash and in kind – have swamped the booth.

Contributions in kind like clothes, shoes, pillow, blankets, water, sack of rice, ready-to-eat food and cash were generously donated by shoppers and employees.

Early this week, the SM group pledged P100 million in calamity funds in what has so far been the largest allocation of resources for beneficiaries in Tacloban and Ormoc cities, and Samar, Bohol, Cebu, Iloilo, Capiz and provinces in the Bicol region.

“The fund will focus on five different types of assistance: rebuilding homes, community centers, schools and churches, and providing immediate relief through food and supplies,” SM said in a statement.

Another pledge was made this week by a Japanese clothing brand, Uniqlo, who announced on Tuesday that it is donating P1 million in cash and P1 million worth of clothing as relief efforts.

“Uniqlo extends its deepest condolences to those impacted by the typhoon. We are committed to working with the people of the Philippines to provide rapid relief, and support for long term recovery efforts,” said Katsumi Kubota, Chief Operating Officer of Fast Retailing Philippines Inc., of which Uniqlo is a group brand.

Meanwhile, in their personal initiative to help rebuild lives of the victims of Typhoon Yolanda, a family from Macabebe town led by Lizel Yalung, sent a truckload of clothing, shoes, pillows, blankets and food donations to SM City Pampanga’s Operation Tulong Express booth via the SM Foundation — the socio-civic arm of the SM Group of Companies.