SM's bunny besties front holiday campaign celebrating friendship this Christmas

SM Cares is refreshing a well-loved Christmas tradition with the launch of the Besties of Joy 2025, a new chapter in its signature buy-one-donate-one initiative that champions friendship, generosity, and community giving.

Evolving from the popular Bears of Joy, this year’s campaign introduces four endearing bunnies - Hannie, Rumi, Tala, and Nana - each symbolising gratitude, creativity, joy, and compassion. Available across SM Supermalls from 25 October to 25 December 2025 for 330 pesos (US$5.6) each, every purchase donates another plush toy to a child in need from one of SM’s 72 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 Steven Tan, president of SM Supermalls.

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The campaign extends SM’s enduring commitment to purposeful community initiatives and forms part of the company’s 40th anniversary celebration, themed “40 super years of evolving with every you.” Over the decades, SM has built a legacy of bringing families and communities together through projects that promote inclusion, empathy, and shared happiness. 

Each Bestie of Joy carries a story that mirrors the values SM hopes to nurture this season: Hannie (white) embodies gentle gratitude, Rumi (lilac) inspires imagination and curiosity, Tala (yellow) radiates positivity and laughter, and Nana (red) represents the warmth of compassion.

At launch events across the country - including at SM Mall of Asia and SM North EDSA - children and families have been meeting the Besties of Joy firsthand. The toys are also being distributed to children through Project R3galo and other partner organisations, continuing SM’s annual Christmas tradition of giving joy where it’s needed most.

Through these efforts, SM Cares reinforces its message that the holiday spirit is best expressed through meaningful connections. As the campaign declares, “Every Bestie given is a best friend made.”

While SM Cares continues to bring smiles to children, the organisation also extends its spirit of compassion to another cherished group - the elderly. Recently, SM Cares strengthened its advocacy through the Elderly Filipino Week 2025 celebration at SM Mall of Asia.

In partnership with the National Commission of Senior Citizens (NCSC), the event honoured the invaluable role of Filipino seniors in nation-building while promoting inclusion under the theme “Embracing age: Living a life with dignity and purpose.” Hundreds of participants joined activities such as the Walk for Life, a Zumba session, and wellness booths offering free medical consultations, eye care, acupuncture, and e-government ID registration.

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