In a digital world often defined by outrage, impatience, and keyboard warriors, Matt Chung stands out: not for being loud, but for choosing kindness.

By day, Matt focuses on RubyCoded, a company he co-founded together with his friend, Jenxi, over 10-years ago. But outside of daily work, he’s quietly building something with a human touch: thriving local communities, one thoughtful post at a time.

Matt’s story shows that you don’t always need funding, a big team, or a perfect plan to make an impact. You just need clarity of purpose, consistency, and care.

The accidental community builder

It all began in April 2023, when Matthew stumbled upon a fledgling Facebook group, Remote Work Malaysia, a network for Malaysians working remotely.

Intrigued, he reached out to the founder and said, “Let’s try and get this off the ground together.”

That collaboration grew into a vibrant national community and it sparked something in him.

But it was his love of food and his knack for discovering hidden gems that led to his most impactful project yet.

The birth of Subang Jaya & USJ Food Discovery

October 2023 – Matt launched the Subang Jaya & USJ Food Discovery Facebook group. The idea was simple: share great local eats in Subang Jaya and UEP Subang Jaya (USJ).

“I assumed everybody knew all the places,” he says. “But the more I shared, the more I realized that actually, a lot of people didn’t know; even though we all live in the same city.”

Despite Subang Jaya and USJ’s density, many residents were unaware of excellent eateries just minutes from their homes. Matt began posting his finds casually among friends. When those recommendations sparked enthusiastic conversations, he decided to create a dedicated space.

He chose Facebook not because it was ideal, but because it was accessible.

“I’m not that smart,” he jokes. “Facebook was a platform I already knew how to use. I barely use Instagram or TikTok. I haven’t found the time.”

Crucially, Matt decided not to make the group private, which he initially thought of doing to avoid spam.

He realised that “Once you go private, you can’t go back and it kills growth.”*

So, Matt kept it public but with him approving each post, which enabled him to strike a balance between openness and control.

Building culture, not just growth

Growth came quickly, but Matt cared less about numbers and more about culture.

“The point isn’t to have a big group,” he explains. “It’s to have a good group.”

From day one, he enforced a strict standard of politeness.

Every new member’s first post is manually approved. The rules are clear: be courteous, even when sharing criticism.

“If you don’t like the food, that’s fine,” he says. “But say it politely. You don’t need to declare, ‘This business should close!’ Just because you didn’t enjoy it doesn’t mean others won’t.”

He describes his moderation style as a “benevolent dictatorship”—not democratic, but deeply intentional. “It’s not the only way, but it’s the way that works for a community of this size.”

And it works. Today, the group is known for its unusually civil tone—a rarity in Malaysian Facebook spaces, where food debates often spiral into personal attacks.

Members help enforce norms: if someone crosses a line, others flag it. “They know I’ll take action,” Matt says, “so we police ourselves together.”

The hidden labour of community

Behind the scenes, was the unseen effort. Matt spends two to three hours daily moderating: approving posts, deleting violations, replying to messages, and diffusing tensions.

“Most people think running a Facebook group takes no time,” he says. “But from the moment I wake up until I sleep, I’m checking in every half hour or so.”

This commitment is why he’s working to make it financially sustainable because he wants it to be viable.

“If you really care about your project, you must make it sustainable,” he insists. “That means covering your time and expenses.”

He now offers paid promotion services for local businesses—not as a cash grab, but as a filter.

“If a new café opens and no one knows about it, it might close before we even get to try it. I don’t want that.”

Charging ensures only serious, respectful businesses engage, protecting the group’s integrity while supporting local entrepreneurs.

Real-world impact: From online to offline

The community’s success isn’t just digital. In 2024, Matt organized two in-person food gatherings.

The result was surprising and heartwarming. Neighbours who’d lived streets apart for years met for the first time.

“A lot of them told me, ‘We should do this again!’” Matt recalls. “But what made me happiest was hearing that people had discovered their own neighbours through the event. That’s what community is about.”

A vision for Subang Jaya

Now, Matt has just launched his third initiative: HeySubang,a broader platform to promote places, activities and events to bring together the community in Subang Jaya such as libraries, recycling, walking groups, family activities, and more.

Why? Because he’s a father. His son is almost eight and likely to spend the next decade in Subang Jaya.

“If he’s going to be here for the next 10 years, I want Subang Jaya to continue to improve—so he has a healthier, better place to grow up in,” he says.

A message for aspiring builders

His advice to those dreaming of starting something?

“Think about what you’re obsessed with, and scratch that itch that dominates your thoughts. Build something you’ll want to improve and refine every day.”

Being consistent showing up every day, for people can carry you far.

Because in the end, as Matt proves, the most revolutionary thing you can build isn’t a product—it’s a place where people feel seen, respected, and connected.

And sometimes, all it takes is one person willing to say: “Let’s try and get this off the ground together.”

You can find Matt’s communities, Subang Jaya and USJ Food Discovery, and The Subang Community on the HeySubang website, a portal he had created and continues to refine for the community.