The spirit of giving extended well into the new year as SM Supermalls in Davao City successfully concluded a major gift-giving initiative. SM City Davao and SM Lanang shared smiles and comfort by distributing the SM Besties of Joy to a total of 1,430 beneficiaries across various communities and institutions in the city.
A Wide Reach of Heartfelt Donations
The charitable drive, which took place on January 12, 2026, touched the lives of many. Recipients included indigenous children from Barangay Tapak in Paquibato District, young residents at the DSWD Home for the Girls, and kids attending the Project Hope Day Care Center. The outreach also provided comfort to young cancer patients at the House of Hope Foundation, kidney patients undergoing treatment at the Southern Philippine Medical Center (SPMC), and children at the Co Su Gian Center.
To ensure the plush toys reached every intended recipient, the malls collaborated with several partner organizations. The Rotary Club of Downtown Davao, the Eastern Mindanao Command, and JCI Lakambini Davao were among the groups that helped facilitate the distribution, acting as conduits of joy to the final beneficiaries.
More Than Just Toys: The Besties of Joy Campaign
The SM Besties of Joy 2025 collection features four charming bunny characters: Rumi, Nana, Tala, and Hannie. Each plush toy is designed to be a companion that spreads messages of kindness, friendship, and joy. This campaign represents an evolution from the previous Bears of Joy program, carrying forward a beloved tradition under the SM Cares corporate social responsibility arm.
The initiative operates on a powerful Buy-One-Donate-One model. For every Bestie of Joy plush toy purchased by a customer at the mall, SM Cares pledges to donate another identical toy to a child in need through its network of partner charities. This model effectively doubles the impact of every sale, creating a community-driven cycle of generosity.
Continuing a Legacy of Purposeful Giving
This annual campaign is a core part of SM's broader mission to foster community solidarity through strategic philanthropy. By partnering with established charities and civic organizations, SM ensures its gifts provide meaningful support where it is needed most. The sight of mall staff like SM Lanang’s nurse Phoebe Ann Legaspi sharing a Hannie plush with an infant, or SM City Davao’s assistant mall manager Monina Tico distributing toys at a day care center, highlights the personal touch behind the corporate program.
The successful distribution to over 1,430 individuals in Davao City demonstrates a sustained commitment to social welfare. It shows how corporate resources can be harnessed to bring tangible happiness and comfort to vulnerable sectors, including indigenous communities, sick children, and those in government care. The program underscores the importance of ongoing community engagement beyond seasonal holidays, making joy a year-round endeavor.
