Prudence Foundation in collaboration with Prudential Thailand and Junior Achievement (JA) prioritize financial education for younger generations by supporting ‘Cha-Ching’ program

Prudence Foundation in collaboration with Prudential Thailand and Junior Achievement (JA) prioritize financial education for younger generations by supporting ‘Cha-Ching’ program

Cha-Ching is a globally recognised financial education programme for children aged 7 to 12

BANGKOK, Thailand 19 May, 2023 – Prudence Foundation in collaboration with Prudential Thailand and Junior Achievement (JA) recently hosted the ‘Cha-Ching Global Summit’ in Bangkok from 10 to 11 May 2023, bringing together international stakeholders to discuss the future of financial literacy for children.

The Cha-Ching programme was launched in 2016 by the Prudence Foundation, the charitable arm of Prudential plc, as a globally recognised financial education programme for children between 7 and 12 years old. This is in partnership with the Cartoon Network Asia and Dr. Alice Wilder, an Emmy award winning children’s educational specialist.

According to Marc Fancy, Executive Director of the Prudence Foundation, the event highlighted the significance of prioritising financial education for younger generations of Thai children.

“Investing in children’s financial education is not only a smart choice but also a necessity for a better future. Financial inclusion and education are two sides of the same coin – one cannot exist without the other. Addressing the global issue of financial illiteracy requires a concerted effort from educators, governments, and organisations to work together in empowering children with the knowledge and skills they need to succeed financially throughout their lives.”

Financial knowledge is crucial for future generations, with STEM, digital fluency, and financial literacy considered the top three skills to address.

The programme aims to instill good behaviour, knowledge, and values about money management in young children through a series of animated, music-based cartoons backed by a comprehensive school curriculum. The programme has been rolled out in 15 countries across Asia and Africa in 13 languages.

Working in collaboration with Junior Achievement (JA) Asia Pacific, Cha-Ching has reached 1.2 million children and 37,000 teachers worldwide.

Mr. Maziar Sabet, President and CEO of JA Asia Pacific, said, “Financial literacy and inclusion are central goals of the Cha-Ching Programme and key enablers as we strive to empower young people around the world.  I am grateful for our partnership with Prudence Foundation and the dedicated team at Cha-Ching.  Together, we have been able to impact millions, in turn witnessing individual transformation and the upliftment of communities as well as the institutions that govern them. It serves as a leading example of the transformative power of collaboration and teamwork around a critical challenge.  I look forward to continuing the work of Cha-Ching and to witnessing an even brighter future for our children and youth.”

“We are honoured to assist with the continued growth and success of Cha-Ching around the world. We strive to empower younger generations, as part of our mission at JA Thailand, with the essential financial tools and skills they need to thrive,” said M.L. Pariyada Diskul, of JA Thailand. “We are proud to play a role in shaping a brighter, more financially secure future for millions of children in Asia and Africa through our partnership with Cha-Ching.”

“At Prudential Thailand we are committed to the well-being of our communities, and we believe that financial literacy is a crucial component of a thriving society. We are proud to support the Cha-Ching initiative, which has made a profound difference in the lives of countless children across Asia and Africa. By investing in the financial education of future generations, we contribute to creating a more prosperous and financially secure future for all,” Mr. Siva Shanker Jayaraj, Chief Brand Officer of Prudential Thailand, concluded.

Cha-Ching’s goal is to reach 6 million children through its school curriculum by 2025. The 2023 projections would almost double the current programme to reach over 700,000 students, bring the total student total to 2 million by year’s end.

By 2050, it is estimated that 80% of the world’s children will be living in Asia and Africa, further highlighting the importance of expanding financial educational programmes like Cha-Ching.

As Cha-Ching continues to grow and positively impact children’s lives, Prudence Foundation remains committed to helping children worldwide get the most out of life by fostering financial literacy and empowering them with essential life skills.

About Prudential in Thailand

Prudential has operated in Thailand for over 26 years through Prudential Life Assurance (Thailand) Public Company Limited. Prudential serves more than 1.8 million customers in Thailand and manages more than Thai Baht 116 billion assets on their behalf. In 2021, the Thailand business grew IFRS operating profits and APE by 15 percent to USD 236 million and USD 218 million, accordingly. (31 December 2021 figures).

About Prudence Foundation

Prudence Foundation is the community investment arm of Prudential plc in Asia and Africa. Its mission is to create a better future for communities by making them safer and more resilient to life’s risks. The Foundation runs regional programmes as well as local programmes in partnership with NGOs, governments and the private sector in order to maximise the impact of its efforts. Prudence Foundation leverages Prudential’s long-term mindset and geographical scale to make communities safer, more secure and more resilient. The Foundation is a Hong Kong registered charitable entity. For more information please visit:

For information or images about the press release, please contact:

Prudential Life Assurance (Thailand) PCL Total Quality PR (Thailand)

Chayanit Hongskul Jidapa Parry

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Tel: 02-352-8079 Tel: 02-260-5820 ext. 113


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