Minjae Cho, 31, uses Toronto transit and city sidewalks as places to push back against isolation. Under the name Magnetic MJ he greets commuters, hands out handwritten notes and small gifts, records the exchanges with Meta glasses, and posts them to a social feed of more than 200,000 followers.
His clips capture short encounters that often end in smiles, tears or a hug. Cho says the project began during a lonely period in his life and grew into a deliberate effort to help people feel less alone in public spaces.
How it began
Cho says the idea developed organically. He started by offering compliments and greetings while walking around the city, then tried speaking to people waiting at a TTC stop. The first reactions were confused, then amused, and finally warm. He kept going, adapting the gestures to places such as coffee shops, malls and buses.
It started at a time when I was in a lonely disconnected part of my life where I wasn’t seeing that many people. I wanted to push myself to show up more openly in everyday life with social interactions, and to rebuild my social confidence.
Minjae Cho
Why small gestures matter
Cho’s work arrives as loneliness remains a persistent problem in Toronto and across Canada. A 2023 Toronto Foundation report found 37 per cent of Torontonians feel lonely several days each week. Statistics Canada data from February 2025 reported more than 13 per cent of Canadians feel lonely "always or often," with about 37 per cent feeling lonely sometimes.
Therapists say brief, ordinary interactions can shift a person’s mood and sense of belonging. Christina Gallo, a registered psychotherapist with CMHA Toronto, says the city’s rise in loneliness crosses age and demographic lines, and that visible, low-stakes gestures help people practise social connection again.
We’re definitely seeing an increase in loneliness across the city, whether you are a young adult, a newcomer or a remote worker. It requires a bit of vulnerability to go out there and say, ‘Hi,’ to someone, especially when there’s no commonality.
Christina Gallo, registered psychotherapist, CMHA Toronto
Public and official reaction
Cho says most people respond positively to his approach. He records interactions only with consent, and the TTC has acknowledged his efforts as harmless while noting the importance of consent.
Everyone could use a little more joy in their life, including on their commute, and these posts certainly convey that sentiment. We have spoken to the creator, and he assures us these posts are consensual between him and the subject, which is the responsible way to do this sort of thing.
Mandeep Lali, CEO, Toronto Transit Commission
Mayor Olivia Chow praised the initiative as an example of small acts that reinforce kindness and belonging in neighbourhoods and on transit.
This is a wonderful initiative because it reminds us how powerful small acts of kindness can be. Everyone wants to feel a sense of belonging, whether it is in their neighbourhood, on transit, or in a brief moment with a stranger.
Mayor Olivia Chow
Memorable moments
One of Cho’s most discussed series of videos is his "I Love You Challenge," in which he tells passengers "I love you." On one bus, several women approached him after hearing the message. One said she had been having a difficult week and needed the reminder, and she hugged him as she left. Another viewer later told Cho that watching his videos helped them step back from thoughts of self-harm.
Those responses convinced Cho the project could reach people who were struggling, and not just provide a viral, feel-good moment.
Turning it into a mission
Cho left a sales job to focus on building an online community called Social Reset, which aims to help men rebuild social confidence. He funds the work from savings, and supplements income with gig work when necessary. He says the experience has boosted his own confidence and that some TTC drivers now recognise him.
- Ask before filming, and respect a refusal
- Keep interactions brief and non-invasive
- Offer a genuine compliment or simple acknowledgement
- Avoid pushing contact if someone appears uncomfortable
Cho frames his work as a small test anyone can try. He suggests if every person in the city spoke to one stranger a week, the cumulative effect would be a broader sense of connection.
His approach is simple: speak up, offer appreciation, and model small acts of care. For Cho, the practice began as a personal exercise and became a public experiment in rebuilding everyday social bonds.
