30 Years of The Matches Group

Over the past four to five decades, Thailand has witnessed a golden era for NGOs—Non-Governmental Organizations—that stepped in to play a vital role in social development and economic progress. In those years, a wide range of issues called for attention, many of which required civil society to work alongside the government in seeking solutions.

It was during this very period that the name “The Matches Group” first appeared.

Now celebrating its 30th anniversary, The Matches Group has remained consistently dedicated to children and youth, with a strong focus on education and civic participation.

The group was founded in 1995 by four recent graduates from Ramkhamhaeng University, who had spent much of their student lives volunteering in rural development camps. At the start, their work centered around pressing social concerns such as gender inequality, sexuality, and school violence. But as their efforts unfolded, they realized that many of these issues shared a common root: a lack of access to education and opportunities for young people to participate in shaping their own futures. The group’s impact was felt in several pioneering efforts, including the establishment of children’s councils and the designation of November 20 as the National Day for the Elimination of Violence Against Children.

After nearly a decade of working primarily in Bangkok, the group began looking for a place to set down roots for more sustainable long-term work. One of its core members, Kui—Sata Pluemsoongnern, recalls how the idea to relocate came from a longing to return home. Originally from Chok Chai district in Nakhon Ratchasima, he considered moving back—but the distance from Bangkok proved a challenge. So he drew a 200-kilometer circle around the capital, and eventually landed in Pak Chong district. The location offered a perfect balance: close enough to reach bookstores, theaters, and cinemas in the city for creative inspiration, yet far enough to connect deeply with a local community.

After relocating to Pak Chong, The Matches Group began to refine its approach, shifting its focus from older youth to working primarily with younger children.

"Once we moved to Pak Chong, we stopped working with older kids," said Kui. "It came down to resource limitations. We found that older children tend to forget things quickly—even though they can understand and remember, their retention doesn’t last. A psychologist once told us that with teenagers, you need to repeat activities constantly to make them stick. But with our limited resources, we had to ask: which age group would benefit the most from our long-term investment? The answer was clear—early childhood, from birth to age seven. That’s the golden period of life. Whatever you instill during that time, it stays."

Determined to make the most of this insight, Kui sought out experts in early childhood education before fully committing to this new direction. He consulted with educators like Prida Panyachan to understand how storytelling could shape young minds. Upon returning to Pak Chong, the group began crafting children’s stories and promoting free play—marking a shift from reactive problem-solving to proactive prevention.

Throughout its 30-year journey, The Matches Group has continued to champion children’s rights and education, leaving a tangible impact through various initiatives.

“We've been behind many child-focused policies,” Kui said. “From the formation of children's councils to the national recognition of the Day for the Elimination of Violence Against Children. Some efforts succeeded, others didn’t—but we often supported the government from behind the scenes.”

One of their more recent contributions is the “Free Play” initiative, now officially endorsed by the Department of Health. The policy encourages all kindergartens in Thailand to create free play corners for their students—a development that stemmed from the group's advocacy and training workshops for teachers.

"Thai society tends to raise children in a very serious, restrictive way," Kui explained. "Kids aren’t given the freedom to play—adults constantly stop them. When we began working with young children, we looked for tools to support their development. We found three key areas: reading, nutrition, and play. The last one—play—was clearly missing in Thai society. So we partnered with the Foundation for Child Development, who trained us in the principles of free play. We learned that risky play offers valuable lessons, but adults need to manage it wisely. Once we understood that, we began implementing the concept in local schools. Later, we learned that Hong Kong had been doing this for 40 years. So we flew there to study their model firsthand."

In addition to early childhood programs, The Matches Group also fosters civic engagement among high school students. One initiative provided funding of 30,000 baht per group to 30 student groups from schools surrounding the Khao Yai area—including provinces like Prachinburi, Saraburi, and Nakhon Nayok.

"After each project wrapped up, we held sessions to reflect on what impact their work had—on both their communities and themselves," Kui explained. "Our goal is to nurture active citizens. We want these kids to realize they are an integral part of society."

The group also collaborates with universities, supporting projects on safe and sustainable food systems. Partnering with Chiang Mai University, Suranaree University of Technology, and Walailak University, they received support from World Animal Protection to help students create campaigns promoting safe food practices on campus.

Training programs are also a key part of their work—each designed around specific social issues. One of the most urgent right now is online gambling, which has become increasingly widespread among Thai youth. The Matches Group has stepped in to design learning tools, craft curricula, and develop strategies to help young people understand and resist these dangers.

"Online gambling is a serious crisis," Kui said. "So many kids are falling victim. One student studying abroad even ended up in jail after pawning his father's watch to pay off gambling debts—only to be charged when he failed to deliver the item. He served three months in prison. These kids are victims, and with plans for legal casinos on the horizon, the urgency of this work has only intensified."

Today, The Matches Group operates with a small core team of five staff members, supported by a rotating cast of international volunteers and student interns. Each month, they host up to two international volunteers, who are asked to stay for at least 10 days. Accommodation is provided. Every year, the group also organizes a volunteer camp, inviting young people who are passionate about this kind of work to come together, build connections, and grow into a lasting network.

"Most of our volunteers are travelers on a gap year," Kui shared. "When they come here, it’s like they’re discovering something deeper within themselves. Some begin to understand what their life is really about. They realize they matter—especially to the children. There was one volunteer from Italy, one of our very first. His mother wanted him to become a doctor, but he wasn’t sure. He stayed with us for three months. Before leaving, he wrote us a letter through tears. He said, ‘For the first time in my life, I feel like I matter.’ He eventually decided to become the doctor his mother wished for—not out of pressure, but because he now believed he could bring value to others. Once people truly connect—with children, with the community—it becomes the spark that helps them start a new chapter of life with purpose."

These moments all began with a simple matchstick—small in size, yet powerful enough to ignite the dreams and potential of so many young lives.

“When we work with children and youth, we deal with things like drugs, alcohol, cigarettes, sex—these are like sweets along the way,” Kui said. “But if a child has a bigger dream, those things are just distractions on the roadside. The real issue is life skills. If you have life skills, you have direction. That’s why our job is to help kids find their spark—the energy to move toward the future they truly want.”

“Once a child discovers their own dream or purpose, all those other temptations become small. We don’t need to lecture them about what’s right or wrong—they’ll know it for themselves. Sure, they might still try things, but they’ll know it’s not the main thing. If you realize there’s something bigger you’re meant to do, then you’ll know how to handle yourself. That’s the core of our mission: to help kids discover themselves. No matter what kind of project we run, our foundation is always the same—helping young people explore what they love. Even with our interns, we always ask them: What new thing did you discover today? What did you enjoy so much you’d want to keep doing it?”

© 2025 Khaoyai Connect. All rights reserved.

No part of this content may be copied, modified, or distributed without prior permission.