According to a recent awareness campaign, Thailand is facing an education crisis, with nearly one million Thai youth aged 15–23 affected by inequality and social marginalisation, causing them to drop out of the formal education system. These young people are often overlooked by traditional pathways, creating a cohort of “missing students” in both the community and the economic landscape.
The KFC Foundation Thailand, in collaboration with the Equitable Education Fund (EEF), launched the “Bucket Search” programme in November 2023 to deliver flexible learning curricula tailored to vulnerable youth.
Through its Work & Study model, the programme re-engages out-of-school youth by enabling them to continue their education while building employability through hands-on work experience. Participants can convert real work experience into academic credits toward completing upper secondary education or its equivalent.
To drive awareness, KFC Thailand introduced “The Missing Figure: Student Sanders,” a Thailand-created exclusive collectible from F&B brand. The initiative uses a collectible art toy to highlight youth who remain unseen in society.
Student Sanders completes the Baby Sanders art toy collection. The figurines representing young people who are “missing” from Thailand’s classrooms were hidden in 30 community locations across Bangkok and surrounding areas. These locations were the same places where many out-of-school youth live, work, and navigate daily.
The public search for the figurines generated user-generated content and online searches that brought attention to the issue.
Through the “Bucket Search” programme led by the KFC Thailand Foundation, funds were raised to support flexible education pathways, including Work & Study options at KFC restaurants and vocational training opportunities. Proceeds from the special-edition Baby Sanders Box Set featuring the Student Sanders figurine were directed toward scholarships, learning equipment and seed funding for career development.
“The Missing Figure campaign underscores a core marketing truth: when creativity aligns with culture and purpose, audiences move beyond attention to active participation — driving meaningful impact for both brands and society,” the brand said in a release.
“What began as a single figure sparked a broader conversation, transforming collectors, fans and communities into advocates for educational equity, and helping give thousands of Thai youths a life-changing second chance at learning.
With more than one million Thai children still out of the education system due to poverty and challenging family circumstances, education remains a critical tool for reducing inequality and strengthening the country’s future workforce, said the campaign, adding that reintegrating these youth into education could potentially boost GDP by up to 1.7%. Recognizing this, the KFC Foundation Thailand remains committed to education as a key driver of inclusive and sustainable national development.
