The prolonged unrest in Thailand’s southern border provinces continues to affect the mental well-being and quality of life of local residents, especially children and young people who must grow up amidst uncertainty and daily concerns for safety.
Driven by the belief that love, care and compassion can bring hope and strength to young hearts, Central Group is once again launching the “Million Gifts Million Smiles – From the Hearts to the Smiles” campaign, now in its 16th consecutive year. In collaboration with the Royal Thai Army and nationwide partners, the campaign invites people across Thailand to share their kindness by sending gifts to children and youth in the southern border provinces, as well as children in other parts of the country, as part of the New Year and National Children’s Day 2026 celebrations.
Central Group is the first retail organisation to initiate a gift-giving campaign for children in the southern border provinces during New Year and Children’s Day, in long-standing partnership with the Royal Thai Army. Over the years, more than 2.3 million gifts have been delivered nationwide — an achievement the Group takes great pride in, knowing it has helped uplift and empower countless children in the region.
How to Participate: Two Main Ways to Share Smiles Gift it Forward – Donate New, Unused Gifts
Drop-off Point: CentralWorld, 2nd Floor, Rest Area (Entrance to Central Department Store) — now until Dec 20
Parcel Delivery: Central Group New Distribution Center (New DC), Bangna-Trad KM.19 17 — now until Dec 20, 9am to 5pm
Share it Forward – Make a Donation for Gift Purchases (For sports equipment, school supplies, toys, and more for children in the southern provinces and other regions) — now until Jan 10.
Donation channels include QR Code via Mobile Banking (available across Central Group businesses), bank transfer: Tiang Chirathivat Foundation, Bangkok Bank, Silom Branch Savings Account No. 118-0-58203-1 (Eligible for 1x tax deduction) and donations via CenPay counters. Donation boxes are also available at over 491 points nationwide within Central Group businesses.