PlayTime Cares (PC), the corporate social responsibility arm of PlayTime Entertainment (PE), continues to deepen its partnership with Alagang Kapatid Foundation, Inc. (AKFI), the social development and humanitarian outreach arm of TV5 Network Inc. This alliance reflects a deep commitment to meaningful progress as PE transforms into a full-fledged entertainment powerhouse. Rooted in a shared passion for service and empowerment, the collaboration leverages PC’s expanding initiatives and dedication to long-term, transformative programs, along with AKFI’s expertise in disaster relief, livelihood support, and community engagement to uplift Filipino communities.

Tracing back to its assistance to fire-affected residents in Tondo, Manila last year and its volunteer distribution of essential items and meals, PC’s support for AKFI has grown into a far-reaching partnership benefiting smaller, overlooked communities. This direction was also evident in the 38th Awit Awards, wherein PC joined the cause of artists rallying to support typhoon-stricken provinces. The brand pledged P1 million to AKFI to support the foundation’s ongoing humanitarian and community programs. This contribution underscored PC’s intention to be a long-term partner in nation-building, supporting causes that directly benefit vulnerable Filipinos.

More recently and with the holiday season in gear, PC and AKFI hosted a Christmas giving activity to select beneficiaries, bringing holiday cheer, support, and kindness to beneficiaries. The activity went beyond the usual donation handover, with a program designed to share fun and excitement. Team games were hosted by the brand's baranggay group, and idols performed lively dance numbers. The event ended with each beneficiary enjoying a hearty Pinoy lunch and taking home grocery packs, blankets, pillows, and other essential items.

The initiative reaffirms that uplifting communities extends beyond material assistance, especially during moments that call for empathy and shared celebration. Together, both demonstrate the evolving scope of what true partners for good can accomplish and how such collaborative relationships can continue to grow in depth and reach. As the entertainment brand expands its presence across the entertainment landscape, PC ensures that every step forward is matched by meaningful contributions to the communities it serves.

“Our partnership with Alagang Kapatid Foundation reflects our belief that entertainment can—and should—create positive change,” said Krizia Cortez, director for Public Relations of PE and PC. “Through sustained collaboration and intentional programs, we aim to support communities not just in times of crisis, but through initiatives that empower and uplift Filipinos for the long term.”

Looking ahead, PC and AKFI are determined to keep building on their shared mission, strengthening outreach programs, and responding to evolving community needs. The partnership stands as a testament to how purposeful collaboration rooted in service, empathy, and shared responsibility can create lasting change.