Thailand's National Savings Fund (กอช.) is promoting a Mother's Day campaign repositioning gift-giving as long-term retirement savings, capitalizing on survey findings showing 60.4% of Thais prefer cash gifts and rising interest in savings bonds. The initiative targets informal workers, freelancers, and small merchants (aged 15–60) with flexible contributions from 50–30,000 baht/year, government matching up to 100%, full tax deduction, and lifetime pensions from age 60. Two gifting models—"Save for Mom" (opening an account for mothers) and "Invite Mom to Save" (helping mothers build their own savings discipline)—offer sustainable financial security in a slow-growth economy (0.7% expansion) marked by cost-of-living anxiety and rising debt concerns.