CEBU CITY— Operation Smile Philippines, in a major push to eliminate the surgical backlog for children born with cleft lips and palates in the Visayas, has formally established Cebu City as its primary hub for Asia and its largest global Center of Excellence, paired with the announcement of a massive multi-pronged fundraising campaign, aims to secure critical resources to sustain the center's holistic, year-round medical services.
Located on the 7th floor of the Cebu City Medical Center (CCMC), the Cebu Comprehensive Cleft Care Center of Excellence (CCE) spans an impressive 1,700 square meters, making it the world’s largest facility dedicated strictly to holistic cleft care. The state-of-the-art hub features 14 consultation rooms funded by Security Bank, which are projected to benefit more than 10,000 patients over the next five years.
"Operation Smile started in Naga City, Philippines, and has since expanded to over 60 countries," said Emiliano Romano, Regional Director for Asia. "Cebu is unique because the facility is fully owned by Operation Smile, serving not just as the Asia hub, but as a crucial global engine that contributes to the 400,000 free surgeries delivered worldwide."
Nationwide, the foundation has transformed more than 40,000 lives over the last four decades. Locally, the Cebu center has already completed over 1,000 surgeries and served more than 2,000 patients. The expansion comes at a critical time, as experts estimate a daunting backlog of roughly 45,000 untreated cleft patients across the Visayas region alone.
The milestone follows a grueling year for the center, which faced severe operational disruptions due to devastating regional typhoons, and extensive facility renovations.
Despite these setbacks, the foundation’s reach is expanding rapidly, thanks to a landmark institutional partnership. The Governor of Cebu recently signed a memorandum of agreement ensuring that every single child born with a cleft condition in the province is automatically registered with Operation Smile at birth. This allows the center to contact parents immediately, removing delays and delivering prompt, life-changing care.
To ensure families can access these free services without financial strain, the Department of Social Welfare and Development (DSWD-7) has stepped in to provide Assistance to Individuals in Crisis Situations (AICS), covering crucial external costs like fare, food, laboratory fees, and medicines.
Ramping up fundraising: Gala Night and Pickleball Tournament
To maintain the center's comprehensive care—which includes free surgeries, dental care, speech therapy, nutrition guidance, and mental health counseling—Operation Smile requires an average annual operating budget of P50 million. The center treats about 2,000 patients a year, with its holistic care packages ultimately impacting up to 4,000 children across various medical specialties.
To meet these demands, organizers have announced two major upcoming fundraising events in Cebu: The 3rd Annual Charity Gala Night--After being abruptly halted by an earthquake last year, the highly anticipated Charity Gala Night is returning to Cebu. Organizers aim to match last year’s impressive fundraising total of P50 to P60 million.
The evening will host prominent influencers, live entertainment, and an auction featuring valuable paintings and premium items. Donors can sponsor an individual child's care for P40,000; purchase a corporate table; or secure a spot on the gala's dedicated "Partner Recognition Wall."
Another fund-raising campaign is the Inaugural Wiggle Lab Pickleball Tournament--Capitalizing on the explosive growth of the sport, Operation Smile is partnering with local organization Wiggle Lab to host a dynamic, two-day pickleball tournament targeting 360 athletes.
The event aims to generate at least one million pesos strictly through registrations and corporate sponsorships. Day 1 is dedicated to corporate and interclub brackets. Companies have already integrated pickleball into their wellness programs, and organizers are urging local HR departments to utilize their wellness budgets to field teams for the cause. Day 2 is opened up to families, friends, and amateur pairings to foster community spirit.
"This tournament represents the perfect intersection of health, sports, and community service," noted Coach Arnell, a court consultant for Wiggle Lab. "It’s an incredible team-building opportunity for local companies to give back to a deeply worthy cause."
How to find help or donate
In the Philippines, an estimated one out of every 500 children is born with a cleft lip or palate, many of whom lack immediate access to safe surgical care. Families seeking free cleft care or individuals looking to support the foundation's mission are encouraged to sign up or get in touch: Website: operationsmile.org.ph. Social Media: "Operation Smile Philippines" on Facebook and call the Hotline: (0999) 936 5334.
Once registered, regional coordinators manage
patient logistics, and the foundation will even fly eligible patients directly
to their dedicated centers for treatment at zero cost to the family. (Photos: MBCNewman)



