“I’m Here for You”: When the Reeracoen Way Became More Than Words

GeneralSeptember 11, 2026 09:00

Reeracoen, +one and CMSP participants with children during the 2026 +one visit to CMSP Children’s Village in the Philippines.

In a children’s village in the Philippines, far from Reeracoen’s offices across Asia, a familiar message began to play.

“I’m Here for You.”

This time, it was not written on a presentation slide or spoken in a meeting.

Shoichi Sunaga, Branch Manager of Reeracoen Singapore, was performing Reeracoen’s song alongside musicians from Christian Mission Service Philippines (CMSP), in front of the children and friends who had gathered for the annual visit by +one (プラスワン).

For a few minutes, one of the values at the heart of the Reeracoen Way became something much simpler: a promise from one person to another.

I’m here for you.

Perhaps that simple promise also helps explain why a journey that began more than two decades ago continues today.

More Than Two Decades of Coming Back

In 2003, long before Kenji Naito became Group CEO of Reeracoen, he first visited the Philippines.

He still remembers how that experience impacted him.

Together with friends, he became involved in +one, beginning a relationship with the community that would continue for more than two decades.

In August 2026, 38 people participated in the latest visit to CMSP Children’s Village. The group included eight teenagers, five families and 10 Reeracoen members.

Established in the Philippines in 1989, CMSP is a Christian organisation whose Children’s Village in Cavite provides a home for children living away from their parents.

There was the annual “Dreams Come True” shopping experience, where the children were able to choose something they wanted for themselves.

They picked out clothes and shoes, shared lunch and bought sweets.

For some, it was also their first time riding an escalator.

It is a small detail. Perhaps that is why it stays with you.

A trip to a mall. A pair of shoes chosen for yourself. Lunch together. An escalator ride.

Experiences easily forgotten by one person can become memories for another.

Reeracoen, +one and CMSP participants with children during the 2026 +one visit to CMSP Children’s Village in the Philippines.

After returning to CMSP, the children welcomed the visitors with songs and dances. The following day brought a summer festival, games, water activities and performances.

Mr Naito described the visit as a continuous series of emotions, filled with smiles and tears.

Yet when he reflects on why he has continued for so long, his answer is strikingly simple.

It is not because he sees himself as someone on a grand mission to eliminate poverty.

What matters to him is sharing these experiences with people and creating happy moments together, whatever the circumstances may be.

Those moments make the children smile. They make his friends smile. And they fill his own heart too.

Mr Naito has a name for this.

The Happy Spiral.

A Place You Can Come Back To

This year, some familiar faces returned.

One person came back after eight years. Another after nine. Someone returned with their child after 10 years away.

Ten years is a long time.

And yet, some relationships seem able to wait for us.

For Mr Naito, +one and CMSP have become something more than an annual activity.

They have become a home.

Having lived overseas with his family for many years, Mr Naito has reflected that his children do not have a conventional hometown in Japan.

But he believes that even if there is no hometown, it is possible to create a home.

For his family, +one and CMSP have become such places.

A home can be formed through shared experiences, through people who remember you, and through relationships that survive time and distance.

That is why Mr Naito has a message for people who once participated but may have gradually drifted away:

Come back anytime.

Reeracoen, +one and CMSP participants with children during the 2026 +one visit to CMSP Children’s Village in the Philippines.

Perhaps that is also what 23 years really represents.

Not simply an impressive number.

But people continuing to return.

When “I’m Here for You” Becomes an Action

At Reeracoen, “I’m Here for You” is one of the six values of the Reeracoen Way.

But values matter most when they leave the page.

CMSP described Sunaga’s surprise collaboration with its musicians as being inspired by the spirit of the CMSP family — being there for one another with love, encouragement and hope.

For Reeracoen, that sentiment felt familiar.

Sometimes being there means helping someone take an uncertain next step in their career. Sometimes it means standing beside a company as it grows. Sometimes it means supporting a colleague through a challenge.

And sometimes it means simply continuing to show up.

Reeracoen, +one and CMSP participants with children during the 2026 +one visit to CMSP Children’s Village in the Philippines.

What It Means to Stay Beside Someone

The relationship between +one and CMSP has lasted because people continued to show up.

CMSP describes it as a 23-year partnership built on friendship, love, trust and a shared commitment to bringing hope and opportunities to children.

That idea also feels familiar to us at Reeracoen.

Whether we are supporting a candidate, a company, a colleague or a community, we believe meaningful relationships are built by understanding someone’s challenge, walking alongside them and continuing to be there as circumstances change.

Reeracoen, +one and CMSP participants with children during the 2026 +one visit to CMSP Children’s Village in the Philippines.

One Step Can Start a Happy Spiral

Mr Naito did not begin this journey knowing where it would lead.

He went to the Philippines in 2003. The experience affected him, and he chose to do something.

Others joined.

Years passed. Families became involved. Friends returned. Reeracoen colleagues began participating. New people experienced CMSP for the first time.

One step led to another.

That is the idea behind the Happy Spiral.

Someone takes a step. Someone stands beside them. A connection forms. Something changes. And that change can inspire someone else.

Reeracoen, +one and CMSP participants with children during the 2026 +one visit to CMSP Children’s Village in the Philippines.

It is also closely connected to Reeracoen’s mission:

Create a wonderful future with those pursuing happiness.

The word “with” matters.

Whether we are talking about careers, businesses or communities, meaningful change is rarely something one person creates for another.

We create it together.

The Next Step Can Be Yours

In 2026, +one was able to donate approximately PHP620,000 to support its activities.

But the story of +one has never been only about money.

It is also about time, participation, friendship and returning.

Mr Naito acknowledges that continuing is not always easy. Still, having chosen to do it, he wants to continue for as long as he can.

After more than two decades, perhaps there is no better expression of that commitment than the words heard at CMSP this year:

“I’m Here for You.”

Reeracoen, +one and CMSP participants with children during the 2026 +one visit to CMSP Children’s Village in the Philippines.

If this story speaks to you, you can become part of its next chapter too.

Support +one

+one welcomes people who would like to support its ongoing activities with children in the Philippines and Cambodia, whether through participation, donations or its supporter programme.

[Learn More About +one]

+one Supporter Programme

Sometimes making a difference does not begin with doing something extraordinary.
Sometimes it begins with choosing to take a step — and continuing to be there.

The +one activities introduced in this article are a personal initiative of Reeracoen Group CEO Kenji Naito. At the same time, the experiences and values behind +one have had a meaningful influence on Reeracoen’s corporate mission and the Reeracoen Way.

Frequently Asked Questions

What is +one (プラスワン)?

+one is a volunteer initiative that began in Tokyo in 2003 and supports children and communities in the Philippines and Cambodia. Its activities include fundraising, visits and shared experiences such as the “Dreams Come True” shopping programme with children at CMSP. Its activities include fundraising, visits and shared experiences such as the “Dreams Come True” shopping programme with children at CMSP.

What is Christian Mission Service Philippines (CMSP)?

Christian Mission Service Philippines is a child-caring organisation in the Philippines. +one has maintained a long-term relationship with CMSP and its Children’s Village for more than two decades.

How is Reeracoen involved with +one?

Reeracoen Group CEO Kenji Naito has been involved with +one since its early years, and Reeracoen employees have participated in its activities over time. In the 2026 CMSP visit, 10 Reeracoen members were among the 38 participants.

What is the Happy Spiral at Reeracoen?

The Happy Spiral describes how happiness and positive change can spread from one person to another. Someone takes a step, others stand beside them, connections grow, and those experiences can inspire further positive action.

What does “I’m Here for You” mean at Reeracoen?

“I’m Here for You” is one of the six values of the Reeracoen Way. It represents being present for candidates, clients, colleagues and the people around us, particularly as they face challenges or take their next step.

How can I support +one?

People interested in +one can learn more about its activities, participate when opportunities are available, donate or support its work through the +one supporter programme.

Take Your Next Step With Reeracoen

For Employers

Building a team or planning your organisation’s next stage of growth? Reeracoen works alongside employers in Singapore and across Asia to find the people they need for what comes next.

[Speak to Reeracoen Singapore about your hiring needs]

For Candidates

Considering your next career move? Reeracoen’s consultants are here to understand your aspirations and help you explore opportunities for your next step.

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About the Author

Valerie Ong

Regional Head of Marketing, Reeracoen Group

Valerie leads content and market insights for Reeracoen across Asia. She works closely with Reeracoen’s specialist recruitment consultants to translate hiring data, salary benchmarks and labour market trends into practical guidance for Singapore’s employers and professionals. Her work draws on Reeracoen’s proprietary research including the annual Salary Guide, Hiring Pulse, and Hiring Manager Survey.

Language note: This article is published in English. Reeracoen Singapore also publishes selected content in Chinese and Japanese for our bilingual and Japanese-speaking professional community.