🎒 Backpacks & Big Dreams: 22 Years of Plus One in the Philippines

A heartfelt journey of hope, community, and purpose by Reeracoen Group CEO Kenji Naito

When Kenji Naito first stepped into a children’s home in the Philippines in 2003, he never imagined that a chance encounter would grow into a 22-year journey of giving, growth, and gratitude. What began as a student-led initiative called “Plus One” has since become a legacy of compassion, touching hundreds of lives across Asia.

In August 2025, Naito-san returned to the Philippines for the 23rd time with 37 participants from across Reeracoen’s offices—including colleagues from Singapore, Malaysia, Thailand, Vietnam, Taiwan, and Japan. This year’s “DREAMS COME TRUE” project brought 87 children from a local care facility on a shopping trip to the mall—an annual tradition that has become a symbol of joy and empowerment for the young ones.

💝 A Backpack for Every Child

Amidst rising inflation and limited funding for the facility, Naito-san noticed a growing need for essentials. This year, he personally donated 87 backpacks—one for each child. Watching their faces light up as they browsed new shoes, clothes, and school items reminded everyone why these small gestures can mean the world.

Image Caption: This year, we brought the children shopping at the mall—watching their faces light up with joy was the highlight of our trip.

“Seeing the sparkle in their eyes in front of shoes and clothes… it makes my heart leap,” he wrote. “I hope they’re happy with their new backpacks.”

🎭 From Shopping Sprees to Stage Plays

The experience didn’t end at the mall. The children welcomed the visiting team with moving performances and a heartfelt ceremony that revisited the stories of those who had graduated from the care facility over the years—many of whom are now contributing members of society.

“I met a boy in 2003 who’s now working at a hotel. He came back just to spend five minutes with me,” Naito-san shared. “Moments like these remind me that continuing this for 22 years was worth it.”

Image Caption: This is the child I first met 22 years ago, in 2003.

Image caption: Today, he works at a hotel and he came all the way back just to see me for five minutes. Thank you. You’re the reason we continue this journey.

The group also hosted a cultural “Water Festival” complete with water balloon dodgeball, relay races, and even a friendly basketball match between Plus One and the local team.

Image Caption: At the farewell, we all said goodbye wearing the “dream” T-shirts we made together. Each one carried a hope, a smile, a memory.

🌱 Growth Beyond Giving

What makes Plus One special isn’t just the impact on the children—but the transformation it inspires in the volunteers. From first-timers to seasoned members, many Reeracoen colleagues found themselves reflecting deeply on their purpose, their privilege, and their potential.

Image Caption: So happy to see the employees who came. Watching you grow, reflect, and give your all—this is what makes Plus One so meaningful.

“There’s no ‘perfect role’ in charity,” Naito-san reminds us. “It’s not about how passionate you are—it’s about filling your own heart and doing what you can. That’s enough.”

Image Caption: This is where it all began for me—back when I had absolutely no interest in volunteering or charity. One trip changed everything.

Image Caption: With my colleagues who have been working alongside me at Plus One for over 20 years. Grateful for this shared journey of giving and growth.

Whether it's planning stage performances, coordinating logistics, or simply being present, every member’s contribution helps shape an unforgettable two-day “cultural festival” that leaves both the children and volunteers changed forever.

Image Caption: In 2019, Reeracoen members also went along to do their part—before the world paused, our hearts were already in motion.

🌏 A Shared Mission Across Borders

Each year, Plus One continues to welcome participants from all walks of life—students, working professionals, families, and now, Reeracoen team members from multiple countries. The shared laughter, tears, and learnings have created a unique space where people grow not only as volunteers, but as leaders and human beings.

Image Caption: I first met them in 2003 and took them to an amusement park. That day sparked a journey that continues to this very moment.

“This is more than a charity trip. It’s a life experience. I want to bring as many of our Reeracoen team as possible,” Naito-san shared. “There’s no better team-building, no greater reminder of what matters.”

Image Caption: I received this gift on the occasion of our 15th anniversary—a reminder of how far Plus One has come, and how much further we can go together.

🙌 How You Can Support Plus One

As Plus One evolves, so do its needs. The team is now inviting supporters to help sustain its mission in three key ways:

1. Become a Supporter – Donate monthly (from ¥1,000 onwards) to help fund school supplies, food, and essentials.
2. Join the Annual Tour – Be part of the next trip to bring joy, games, and memories to the children.
3. Introduce New Members – Students, families, or friends who want to contribute their time, skills, or heart are welcome.

Visit the official Plus One supporter page: 

🔗 https://plus1project.net/supporter/

💬 Final Reflections from Naito-san

“This isn’t about comparing yourself to others or trying to do everything perfectly. Just come, have fun, and fill your heart. That’s how we’ve kept this going for over two decades.”

Image Caption: Taken back in 2016—a snapshot of the memories and milestones that keep us moving forward each year.

From a single student group to a regional movement embraced by Reeracoen’s teams, Plus One has proven that even small acts of kindness—when done consistently—can create a ripple effect of hope that stretches far beyond borders.

Image Caption: In 2019, members of my company also participated in the visit to the Philippines. One day, I hope to bring every colleague here—because the experience is that valuable.

Image Caption: In 2019, 50 people participated. None of us expected it would be the last trip for a while—until the world changed.

Image Caption: Taken back in 2016—a reminder of how every year adds a new chapter to the Plus One story

Here’s to many more years of backpacks, big dreams, and hearts full of purpose.

The Vision of Mr. Kenji Naito

Mr. Kenji Naito, the driving force behind Plus One and the Group CEO of Reeracoen Group, has a history of making a difference. Born in Tokyo in 1982, he moved to Singapore in 2021 to lead Reeracoen, an award-winning staffing and recruitment agency with a commitment to connecting companies with talented individuals.

Mr. Naito's vision for Reeracoen is rooted in creating a recruitment firm that conveys a positive impression of recruiters. He believes that by helping individuals find better jobs, he can positively impact their lives and enable them to provide better lives for their families. Under his leadership, Reeracoen has expanded across multiple countries in Asia, carrying the mission of "Creating a wonderful future with those pursuing happiness."

A Visionary with Core Values

Mr. Kenji Naito's leadership is guided by the principles of The Reeracoen Way, which consists of six core values:

1. I'm Here For You
2. Respect Each Other
3. Positive Influence
4. Be Professional
5. Chance, Challenge, Change!
6. Never never give up, do for the best!

He exemplifies these values by being readily available to support clients and staff, speaking respectfully to everyone, and maintaining a positive influence through his servant leadership style. Mr. Naito leads by example, frequently organizing CSR activities, and showing his appreciation to his staff.

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References:

https://note.com/kenjinaito/n/nced9e3bf380a

https://note.com/kenjinaito/n/nc53d7b920c51

https://note.com/kenjinaito/n/n25130d6fc231

https://plus1project.net/

https://plus1project.net/supporter/

https://www.reeracoen.sg/en/articles/bringing-hope-to-life