It has taken Masatada Ishii less than a year to resurrect the passion of Thai football fans, capturing their hearts and reigniting belief in the national team.
His leadership, humility, and commitment to Thailand’s sporting success have made him a beloved figure in Thai football.
Emotional high point
An emotional highlight came when the Japanese coach sang the Thai national anthem by heart after Thailand secured their first King’s Cup title in seven years.
The video of his celebration went viral, his gesture deeply resonating with fans. Ishii explained that, as the national team’s leader, he felt it was his duty to learn the anthem.
So he had practised it daily at 8am, when the anthem plays in public.
This simple act of respect made him a hero off the pitch, adding to the praise his tactical genius has earned on the field of play.
Before becoming a fixture in Thai football, Ishii launched his coaching career with the Kashima Antlers in 1999, appointed as a physical coach.
It took six years before he stepped up as manager of the top-flight Japanese team. In his first season, Kashima claimed the 2015 J League Cup, before going on to become J1 League champions in 2016.
That title earned them a spot in the FIFA Club World Cup, where they became the first Asian team to reach the final, hailed as a stunning accomplishment.
Kashima pushed Real Madrid to extra time before ultimately falling 4-2, but Ishii’s brilliance was undeniable. His efforts earned him the title of J League Manager of the Year in 2016, solidifying his place among Japan’s elite managers.
However, his journey with the club came to an end in 2017 after a dip in performance.
Triumph at Buriram
Ishii moved to Thailand as head coach of Buriram United in December 2021, and his impact was immediate. In the 2021-22 season, he guided Buriram to a historic domestic treble, winning the Thai League 1, the Thai FA Cup, and the Thai League Cup.
Under his watch, Buriram became a dominant force in Thai football, repeating the domestic treble in the 2022-2023 season.
His unprecedented 'Double Treble' triumph — winning the treble in two consecutive seasons — cemented his legacy as one of the greatest club coaches in Thai history.
In November 2023, Ishii stepped onto the international stage when the Football Association of Thailand president Nualphan Lamsam appointed him as head coach of the national team.
His mission was clear: rebuild the national team’s crumbling confidence and guide them to glory. His influence was immediately evident, as Thailand finished second in the 2023 Asian Cup group stage before advancing to the last 16 only to lose 2-1 to Uzbekistan.
King’s Cup glory
But the crowning glory of his first year as national coach came this month when Ishii led Thailand to victory in the 50th King’s Cup, defeating Syria 2-1 in the final to clinch their first title in seven years.
With five wins, four draws, and three losses in his first 12 matches, Ishii's tactical acumen and strategic brilliance, particularly in his preferred 4-2-3-1 formation, are driving the national team forward.
Thailand are now poised to climb four places to 96th in the FIFA world rankings, their highest position in 16 years.
With another set of international fixtures on the horizon, Ishii is once again in the spotlight.
Fans are eager to see how the coach, who has already achieved so much in such a short time, will continue to shape the future of Thai football.
From viral anthem renditions to tactical brilliance on the pitch, Ishii has restored hope and pride in Thailand’s footballing future.
The story of his journey with Buriram and the national team is far from over. As his next challenge awaits, Thai fans are ready to follow him every step of the way.
