The Secret Santa campaign on Getgems provides a useful lens into how TON is developing its social and cultural layer. Instead of optimizing purely for transactions or TVL, the event focuses on gifting, randomness, and shared experiences, using Telegram Gifts as the core primitive.

Participants add gifts to a common pool, which is later shuffled and redistributed at the end of December. This model intentionally breaks the direct exchange expectation that normally governs digital assets. People give without knowing what they’ll receive, which encourages participation driven by community belonging rather than return#BTCVSGOLD