This Creator Uploads Award-Winning Science Content on “Just Keep Thinking”
There’s plenty of content to peruse on social media. From dance videos to comedy skits, ASMR uploads, and beauty tutorials, content creators have found a way to dominate the Internet through relatable lifestyle topics. So, what’s missing? For Kong Man Jing, a Singaporean environmental advocate, it’s educational content.
Kong Man Jing, who is known to many as MJ, has led multiple lives; yet, one theme ties all her passions together: science. MJ is an environmental biology graduate, a former science teacher, and now a renowned content creator. But unlike most influencers, MJ has chosen to veer away from the usual lifestyle content and focus on what she knows best – the environment around her.
“During my time as a science teacher, I struggled to find high-quality videos that effectively explained scientific concepts, especially from a local or regional perspective,” MJ shares. “While there are great science channels internationally, their content doesn’t always align with Singapore’s curriculum or context.”
Singapore, a city-state with an area of just 730 square kilometers, is often lauded for its tech innovations and cosmopolitan lifestyle. But while it may not be known to many as an eco-tourism destination, MJ clarifies that Singapore is in fact, rich in biodiversity. “We have freshwater swamps, primary rainforests, mangroves, and even coral reefs - it’s truly remarkable!” she says.
Now, MJ spends most of her time educating folks about the richness of her home country. Her platform, called “Just Keep Thinking,” uploads multiple videos focusing on nature and science. She introduces her audiences to incredible species, showing us videos of venomous banded krait snakes and explaining the difference between a seal and a sea lion. She even educates her audience on common health problems such as food poisoning and canker sores.
“My initial goal was simply to share fascinating knowledge with a wide audience - youths, young adults, and even the elderly (who, surprisingly, are quite active on TikTok!),” she says. “I never really set out to become a content creator. I didn’t even have an Instagram account until 2018! I simply knew that I loved science and had a deep passion for nature.”
In fact, MJ’s foray into content creation began by chance while on a snorkeling trip. “My co-founder, who is also a videographer, filmed me talking about dead coral skeletons using his GoPro. I have a habit of sharing science facts whenever I can, and as he reviewed the footage, he found my explanation authentic and engaging,” MJ reminisces.
After agreeing to share the video and create more just like it, “Just Keep Thinking” was born. “We haven’t looked back since,” MJ smiles.
While MJ’s co-founder is rarely seen in their videos, viewers will recognize MJ in her yellow polka-dot dress and black-rimmed glasses. As the host, she speaks about a range of important topics in a fun and engaging way, even adding in exaggerated body movements and cheeky facial close-ups.
And while she makes it look easy, viewers should know that plenty of work goes into the research and development of each upload.
“Short-form content requires careful curation,” MJ explains. “The challenge lies in keeping videos concise and engaging while ensuring they retain enough depth to remain educational. If we strip away too much detail, the content risks becoming purely entertainment without real value. Deciding on the key takeaway for each video is something I actively work on every day.”
This kind of thoughtfulness has won the "Just Keep Thinking" team a handful of awards including Singapore's Content Creators Award for Content Creator of the Year and Best Newcomer in 2023.
With over a hundred thousand followers on Tiktok and an Instagram reach of over three hundred thousand and counting, MJ is keen to ensure that her messaging is clearly understood. She of all people, is aware of the impact she has on her viewers, many of whom are children or elderly.
“Parents have shared that our videos are the only content they allow their children to watch or that they watch our videos together as part of their family bonding time,” MJ says. “It reminds me of how we look back fondly on childhood characters who taught us important lessons - I hope to be that figure for others.”
Aside from video uploads online, MJ has also released children's books, the first of which, “The Intertidal Adventures of Biogirl MJ," won the best educational book title of the year at the Singapore Book Awards in 2023. "Just Keep Thinking" also organizes educational events such as mangrove tours for people in the community who want a firsthand experience with nature.
Today, MJ’s fans have developed their own passion for science, forming their own nature clubs, launching personal environmental initiatives, or pursuing studies in environmental science.
MJ’s impact has even reached the legislative level, when, after releasing a video about intertidal etiquette, people began realizing the damage taking place by taking marine animals home. “The video gained traction, leading to public outcry,” MJ recalls. “As a result, the government stepped in to improve the situation, even considering legislative changes.”
So while having a huge pool of followers is rewarding for any content creator, for MJ, the most rewarding part of her journey has been to see the tangible impact her work has done to drive meaningful change. “When the pandemic hit, social media became a key platform for people to stay informed, and that was when I truly recognized the importance of what we were doing, especially in debunking misinformation,” she adds.
As “Just Keep Thinking” continues to expand, MJ proudly announces the launch of the Chinese version of their channel. “This has been a long-time goal, as we recognize that some of Singapore’s elderly and PRC communities may not be fluent in English,” MJ says. The content creator also looks forward to launching their Eco-Train exhibition in March. “We’ve transformed a decommissioned train into an immersive educational space,” she explains. “It will be open to the public for free, allowing people to learn about environmental issues in a fun and interactive way.”
Alongside such initiatives, MJ also continues to deepen her advocacy for science by branching out into various leadership roles. She is currently mentoring the next generation of youth leaders as a co-lead for Singapore’s Youth Panel for the Environment Cluster and is a part of the youth delegation for COP29 and COP30.
To know more, visit Just Keep Thinking here.
Get the latest curated content with The Beat Asia's newsletters. Sign up now for a weekly dose of the best stories, events, and deals delivered straight to your inbox. Don't miss out! Click here to subscribe.
