Hong Kong is a foodie’s paradise. At every street corner, diners are enticed by degustation: from the nondescript mom-and-pop bakery to the dynamic neon signages of bars at Lan Kwai. Shirley Kwok, who has managed to find her own niche as an F&B “momtrepreneur,” is among the many Hong Kongers who love to eat – but Shirley approaches this differently, and much more mindfully.
“[Becoming a mother] made me even more passionate about healthy living and nutrition,” she mused. “I wanted to ensure my daughter had the best start in life, which meant focusing on what we ate.” Since then, she’s shifted careers, willfully focusing on baking while taking a step back from her former position as a banker.
Though she describes the decision as a “difficult” one, it seems to have been well worth it. Since her default to baking, Shirley has founded White Owl Group, under which she helms four brands. There’s The Cakery, a “wellness-forward bakery” in Hong Kong, Keeping It Real & Raw (KIRR), an e-commerce platform for plant-based food, skincare, and sustainable fashion, Maya, a vegan bakery and bar in Quarry Bay (with a new joint story with The Cakery at IFC), and Cultured, a brand that offers fermented vegan cheese and pantry staples.
Her offerings are unique and exciting. Take Maya’s egg tarts, which have been renamed as "Not Egg Tart," come in flavors such as classic and milk tea, or Cultured’s fermented vegan cheese flavors that include smoked applewood cheddar. Each of these is not only delicious, offering complex flavor profiles that are as delightful as they sound, but they’re also a great alternative for the health-conscious.
“Sustainability and health have become increasingly important to Hong Kongers,” observed Shirley. “But there can be some confusion between the two concepts. Many assume that plant-based products are inherently healthy; however, it’s essential to recognize that not all plant-based options are created equal. In fact, some are highly processed.”
Her promise then, becomes this: honest ingredients, customizable products, and plenty of support for those on their wellness journey. “I love to push the boundaries of traditional recipes, especially when it comes to creating healthier and more sustainable options or incorporating Asian ingredients that are close to my heart,” she added.
Aside from sheer talent, Shirley credits her team as a huge factor in her success. All her team members are passionate about wellness and committed to excellence. “This keeps customers happy and coming back,” the leader noted. “It's also important to build a team that works well together, supports each other, and is creative.”
Of course, balancing all her responsibilities as an entrepreneur has come hand-in-hand with raising her two daughters. Arguably, her children are the reason she’s built such a solid entrepreneurial foundation. They are, after all, her raison d’etre. Currently, she’s been getting her girls to be more involved in the businesses.
“I involve my older daughter in some design and tasting work,” Shirley said. “We’re also working on a project with her on sustainability, to be launched soon. I want them to start learning from a young age while I’m also working. One stone hitting two birds!”
