Underground coal gasification (UCG) is a process that produces combustible gas by the in-situ gasification of coal seams. For a steady and efficient gasification project, the ignition of coal seam is a prerequisite. The heating method and reacting process of coal seam play an essential role to the ignition. A coal seam ignition model coupled with heptane combustion was created to simulate the deep UCG ignition stage employing the chemical ignition method. A 1700 K heptane jet flame and a U-shaped pyrolysis gas flame formed the heat source. The flame temperature of pyrolysis gas was around 1300 K. The effective heating length of the flame increased with the heating time, which reached 600 mm at 400 s. The coal seam reaction process was divided into four stages: (1) heptane flame stabilization, (2) coal seam heating, (3) pyrolysis gas release, and (4) pyrolysis gas flame stabilization. It was the third stage when the coal seam ignited. The coal seam would ignite faster with a lower excess air coefficient, and the ignition time ranged from 225 to 275 s when the excess air coefficient was 1.39. The outlet carbon dioxide concentration increased by about 5 %–17 % when the coal seam ignited.