The Dumagat community was visited by SM Cares as the children of Bulak Elementary School became the recipients of the Besties of Joy in Nueva Ecija on 23 January 2026.

According to SM Cares, "after more than an hour of rough and stiff travel by 4x4 vehicles through mountain roads inaccessible to regular transport, SM Cares and its partners reached Bulak Elementary School on 23 January—proving that distance is no barrier to compassion."

The visit was part of SM Cares’ Besties of Joy program, which brought laughter, simple gifts, and moments of connection to more than 50 Dumagat children of this remote community.

Despite the challenges of the journey, the warm welcome and bright smiles of the children quickly erased the fatigue of the road.

The outreach was made possible through the collective efforts of the SM City Cabanatuan Volunteers, Nueva Ecija Vloggers Association, and the Nueva Ecija Magician Ventriloquist Clowns Society, as well as the Nueva Ecija Press Club Inc., whose presence turned an ordinary school day into a celebration filled with joy.

SM Cares also expressed their gratitude to the Gen. Tinio Municipal Health Office, PNP General Tinio, and the 7th Infantry Division of the Philippine Army for their support and assistance in ensuring safe access to the area.

"More than an outreach activity, the event served as a reminder that even small acts of kindness can reach the most distant places. What began as a mission to give ended as a shared experience of gratitude, hope, and genuine human connection."

The Besties of Joy (2025) is an annual charity campaign by SM Cares, the SM Foundation, and Toy Kingdom. Evolving from the long-standing "Bears of Joy" tradition, the 2025 collection features four adorable bunny plushies designed to spread kindness and friendship during the holiday season.

The program operates on a Buy-One-Donate-One model. For every plush toy purchased for ₱330, a second toy is automatically donated to children in one of the 72 SM partner communities nationwide.