For many, Maxine Kong is best known as half of the dynamic duo behind Kurimu, Softu, and Now Now, an industrial concept built around the wonders of fermentation that she co-created with her husband Bryan, alongside chefs Mateusz and Lisane Luczaj.
For each of these ventures, Maxine has helped create concepts that feel thoughtful, intentional, and deeply personal—qualities that, according to Bryan, also define her outside the dining room.
She does this mainly by relying on her sharp eye for detail. As the one who oversees branding and the finer details that bring a space to life, Maxine, as Bryan puts it, is “the kind of person who notices what everyone else walks past.” At home, she’s no different. Despite being best friends and partners, Maxine is still the boss of the Kong household, the one that keeps everything running smoothly.
Maxine Kong balances motherhood and business
While motherhood is a big role to take on, Bryan believes that it didn’t dull Maxine’s ambition. In reality, it sharpened it—making her more intentional with her time, energy, and focus not just at home, but at work, too.
“As much as we love the rush of seeing ideas come to life, family has to come first,” he says.
It’s that idea that influences how the couple structures their daily life. To balance everything, they intentionally chose to live close to where they work so they could move fluidly between restaurant meetings and family time with their son, Magnus. Maxine, in particular, can seamlessly move from leading alignment meetings to being fully present at home without any trouble at all. And for Bryan, that’s an inspiring sight.
Behind the scenes at Now Now
It’s a sight that not everyone has the privilege of seeing, because much of Maxine’s work actually happens quietly, out of public view.
When they were developing Now Now, for example, she was pregnant and probably knee-deep in first trimester symptoms like fatigue and nausea. But she chose to remain involved by continuing to attend tastings, overseeing R&D, and planning launches. And, as if that wasn’t enough, she was also managing operations for Kurimu on top of everything else.
Once they received an attention-grabbing Michelin citation, Maxine quickly returned to work while still navigating the realities of early motherhood—breastfeeding sessions in between meetings, operating on little to no sleep, and balancing the demands of both business and family. “That’s the part people don’t see,” Bryan says. Even now, with Magnus still co-sleeping and breastfeeding, their days often run on just a few hours of rest, but the joy Maxine finds in motherhood seems to outweigh any amount of fatigue.
Maxine Kong is redefining Filipino dining and motherhood
After watching her navigate both entrepreneurship and motherhood first hand, Bryan realized that it’s not an easy feat to juggle both. But Maxine isn’t your typical entrepreneur or mother. At work, she’s direct, professional, and precise—a leader who runs a tight ship. At home, she’s playful, affectionate, present, and often sentimental over the small changes and milestones that come with watching their son grow up.
While many see her as a key figure redefining modern hospitality through internationally recognized Filipino dining concepts, Bryan believes her most meaningful impact is much closer to home. In his words, “She’s showing Magnus, and honestly showing me, what it looks like to be fully committed to the things you love.” And more than any accolade or achievement, that may be the legacy that lasts the longest.
Frequently Asked Questions
Maxine Kong is the co-founder behind brands like Kurimu, Softu, and Now Now.
She is involved in Kurimu, Softu, and Now Now alongside her husband Bryan Kong and their partners.
Now Now is an industrial dining concept centered around fermentation and modern culinary techniques.
According to Bryan Kong, Maxine structures her life intentionally, balancing restaurant responsibilities with family time.
She oversees branding, design details, operations, and creative direction across their concepts.
She has helped shape thoughtful and modern Filipino dining experiences through brands like Kurimu and Now Now.
