Our Story
We Chose to Explore a Different Way of Life
FProject grew from our journey as a Singaporean family asking an important question:
Could we create a life with greater freedom, purpose and space for our family to grow?
For more than 20 years, we worked closely with young people, parents and families. Through social work, education, coaching and church ministry, we saw the pressures that families carry while managing work, health, finances, relationships and the demands of raising children.
Eventually, these questions became personal. We began considering what mattered most to our own family and whether we had the courage to make different choices.
How FProject Began
Our journey towards FProject began long before we moved to Chiang Mai.
In 2020, we co-founded Jonidere LLP, expanding our work into preventive health education, coaching and personal wellbeing.
On 15 January 2022, Joe unexpectedly lost his job after serving as the family’s sole breadwinner for many years. It became a wake-up call that prompted our family to reconsider how we wanted to live.
Thus by 2023, all these lessons had grown into a broader vision: helping individuals and families gain the knowledge, ability and freedom to choose the lives that are right for them.
We called this the Freedom Project, or FProject. And that was when we decided to rebrand ourselves to FProject today.
Our belief is simple, "Every individual and family should have the knowledge, ability and freedom to choose the life that is right for them."
Our Move to Chiang Mai
After spending many years helping other people consider their hopes and choices, we had to ask ourselves the same questions.
What kind of life did we want to create as a family? What experiences did we want our sons to have during their teenage years? Could we bring together family, meaningful work, community and a different pace of life?
In May 2023, we visited Chiang Mai to explore whether it could become more than a holiday destination. We looked at neighbourhoods, accommodation, schools, transportation and everyday family life.
In December 2023, we boarded a one-way flight from Singapore with our two sons and 17 pieces of luggage. Our boys were 11 and 13.
Moving was only the beginning. We had to establish a home, navigate schooling and visas, understand a different culture and create new routines. Our sons adjusted to an international school and a new social environment. We developed relationships with local people, business owners and community partners.
The journey came with uncertainty and adjustment. It also brought new friendships, meaningful experiences and opportunities we may never have discovered if we had remained where life felt familiar.
Chiang Mai gradually became more than somewhere we lived. It became the place where FProject began taking shape.
How FProject Helps Families
Some are planning a meaningful family holiday. Others want to experience living here for several weeks or months. Some are exploring schooling, relocation or a longer-term lifestyle change.
There is already plenty of information about Chiang Mai online. The harder part is understanding what that information means for your own family on the ground.
FProject combines our lived experience, practical local knowledge, trusted relationships and coaching conversations. We help families explore Chiang Mai, understand their options and decide what is right for them.
Our role is not to persuade every family to relocate. It is to help each family make a more informed and intentional decision if ever they choose to come.
Meet the FProject Team
Co-Founder, Family and Manhood Coach
Joe is a former social worker in Singapore and a current ICF Professional Certified Coach (PCC) with more than 20 years of experience supporting young people, individuals and families.
Within FProject, Joe helps families consider the deeper questions behind a holiday, extended stay or possible move. He combines professional coaching experience with a realistic understanding of the different family dynamics that many families may struggle with in making a significant family decision.
Jennifer Koh
Co-Founder, Health and Wellbeing Advocate
Jennifer is an experienced educator, mother and co-founder of FProject.
She played a central role in the family’s move to Chiang Mai. Jennifer is a NIE trained teacher in Singapore and brings an educator’s perspective and a mother’s practical understanding of schooling, children’s adjustment, family routines and creating a stable home in a different environment.
Jennifer is also passionate about creating welcoming spaces and stays where individuals and families can connect and grow holistically.
Casey Tan
Senior Associate, Trainer and Lifestyle Consultant
Casey is a Singaporean with extensive experience across hospitality, social services and other sectors. Now entering a new chapter of life, he brings maturity, practical wisdom and a genuine interest in people, community and purposeful living.
Through FProject, Casey supports individuals, couples and families who are exploring what a different pace and way of life could look like especially for the active seniors.
He is also keen to participate in meaningful local initiatives, including the Freedom Mountain Project, and to build relationships with communities across Northern Thailand.
Casey’s own dream is to travel by campervan from Northern Thailand into other parts of the region—discovering places, meeting people and experiencing life beyond the familiar tourist routes. His journey reflects what FProject stands for: having the freedom, courage and practical support to explore a life that is meaningful to you.
What We Believe
We believe families make better decisions when they have relevant knowledge, meaningful experiences and the space to consider their options.
We share our experiences honestly, including both the opportunities and challenges of life in Chiang Mai. We place the wellbeing of the family at the centre and work with local people and partners whom we know and trust.
Our purpose is simple:
To help individuals and families gain the knowledge, experience and confidence to choose the lives that are right for them.
Could Chiang Mai Be Part of Your Family’s Next Chapter?
Whether you are planning a family holiday, considering a few months away or quietly wondering about a different way of life, your journey can begin with a conversation.
© 2026 FProject LLP Singapore
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