Former lawyer turned entrepreneur Choong Fui-Yu founded Kaodim, a regional e-marketplace service provider with fellow lawyer Jeffri Cheong, in 2014. The business partners had the idea of creating a one-stop platform where Malaysians can turn to find everyday services from plumbing, electrical wiring to cleaning. With their web and mobile platform, users can easily search from a list of vetted vendors, compare prices and hire.

Kaodim grew to offer a wider range of service providers. From event planners, personal trainers and photographers to mechanics, movers and tutors, it has more than 350,000 participants, with presence in Singapore and Philippines. Along the way, it has helped thousands of small and medium-sized businesses grow, which fit nicely into Choong’s intention of starting a business—to be of value to society.

The company is backed by a number of venture capitalists including 500 Startups, BEENEXT, East Ventures, KK Fund and Venturra Capital, and has raised US$11.6 million from three rounds of funding. In 2020, Kaodim teamed up with UEM Edgenta to provide a platform to help them with their vendor management and service delivery.

After seven years in operation, Kaodim announced it ceased operations on July 1, 2022.