BUSINESS

SM Cares unveils ‘Besties of Joy 2025’ to spread kindness, connection this Christmas

DT · Nov 1, 2025, 12:21 PM

A heartwarming moment at the MOA Christmas Launch as SM Mall of Asia presents the first set of the Besties of Joy 2025 to Project R3galo—celebrating the season of giving through SM Cares’ meaningful holiday tradition.

The holiday season is set to become brighter and more meaningful as SM Cares introduces the SM Besties of Joy 2025 — four adorable bunny plush toys that remind everyone that the most meaningful gifts aren’t always wrapped, but shared through kindness, connection, and friendship.

Evolving from the well-loved Bears of Joy, the Besties of Joy continue SM Cares’ tradition of giving twice the happiness through its annual Buy-One-Donate-One campaign. For every Bestie purchased, SM Cares donates another plush toy to a child from one of 72 partner communities across the country.

Available from Oct. 25 to Dec. 25, 2025, each Bestie of Joy costs ₱330. Buyers keep one plush toy and donate the other to a child in need — turning a simple purchase into a shared act of generosity.

“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.

Meet the Besties of Joy

Friends light up with excitement as they meet the Besties of Joy for the first time at the SM North EDSA Christmas Launch 2025—celebrating the season with warm hugs and heartfelt smiles.

This year’s collection features four charming characters, each reflecting values that inspire the season of giving:

Hannie, in soft white, is gentle and grateful, reminding everyone to appreciate life’s little blessings.
Rumi, in dreamy lilac, sparks imagination and creativity, encouraging everyone to dream and explore.
Tala, glowing in cheerful yellow, is the sunshine of friendship, spreading laughter and love.
Nana, in warm red, embodies kindness and compassion, always ready with a comforting hug.

Each Bestie reflects gratitude, creativity, joy, and compassion — values that SM Cares hopes to nurture among communities this Christmas.

The Besties of Joy campaign continues SM’s mission of purposeful giving, in partnership with charities and organizations that help deliver each plush toy to a child who needs it most.

Shoppers can visit their nearest SM Supermall to join the tradition and “share the gift of friendship — because every Bestie given is a best friend made.”

The SM Besties of Joy 2025 are available nationwide under DTI Fair Trade Permit No. FTEB-239461 Series of 2025.

Celebrating 40 Super Years of Evolving With Every You, SM Supermalls — one of Southeast Asia’s largest mall developers with 89 malls in the Philippines — continues to grow with Filipino communities through sustainability, innovation, and inclusive experiences that redefine the malling lifestyle.