In Memory of Dr Maggie KOONG May Kay, BBS, JP
“Everyone must realize that breastfeeding is actually closely related to all of us. The difference is only a matter of time. Furthermore, children are the future pillars of our society. Their physical and psychological health has a profound impact on Hong Kong for many years to come. We sincerely hope that more people in our society have the farsightedness to perceive the importance of breastfeeding and contribute to the work of promotion and support of breastfeeding.” –Dr. Maggie KOONG
Source:
BFHIHKA – Baby Friendly Newsletter (2014 Oct & 2015 Apr)
https://www.babyfriendly.org.hk/wp-content/uploads/2017/01/Newsletter201410.pdf
https://www.babyfriendly.org.hk/wp-content/uploads/2017/01/BFHI_Newsletter_Apr2015.pdf
In Memory of Dr Maggie Koong, BBS, JP
A Respected Educator and Advocate for Breastfeeding and Baby-Friendly Care
With deepest sorrow, we would like to let you know that one of the founding members and former Chairperson of the Baby Friendly Hospital Initiative Hong Kong Association, Dr Maggie KOONG May Kay, BBS, JP, passed away peacefully.
The Baby Friendly Hospital Initiative Hong Kong Association (BFHIHKA) is deeply saddened by the passing of Dr Maggie Koong, a founding member and former Chairperson of the Association. Throughout her distinguished career, Dr Koong was a steadfast supporter of maternal and child health and an inspirational figure in the promotion of breastfeeding and Baby-Friendly care in Hong Kong.
Widely known for her contributions to early childhood education and public service, Dr Koong’s enduring impact also encompassed health advocacy. Her efforts to promote breastfeeding were marked by vision, commitment, and a deep sense of responsibility to families and future generations.
During her tenure as Chairperson of BFHIHKA, Dr Koong was a driving force behind the campaign for the full implementation of the Hong Kong Code of Marketing of Formula Milk and Related Products and Food Products for Infants & Young Children. In 2014, she Dr Koong played key leadership roles with Dr Patricia Ip in the “Baby Friendly Action” coalition, bringing together six organizations to issue a Joint Declaration urging the government to adopt the Code in its entirety. The press conference, co-hosted with the University of Hong Kong, featured support from esteemed professionals including Professor Gabriel M Leung, Dr Chow Chun-bong, and Dr Patrick Ip. Dr Koong further facilitated meetings between local officials and representatives from UNICEF Headquarters in New York and the China Office, providing international expertise that clarified the importance of the Code and strengthened public understanding.
Dr Koong’s advocacy was not limited to policy. She worked passionately to cultivate supportive environments for breastfeeding within communities. In the early 2000s, she initiated the Baby-Friendly Ambassador Programme (愛嬰大使計劃), inviting local breastfeeding mothers to become volunteers who offered encouragement and practical support to other families. This initiative helped foster lasting connections between mothers and nurtured a culture of shared care.
As Chair of the Working Group on Community Support of Breastfeeding, under the Committee on Promotion of Breastfeeding, Dr Koong championed improvements in workplace policy, public facilities, and public education. Her efforts were instrumental in advancing the 2021 legislative amendment to the Sex Discrimination Ordinance, formally prohibiting discrimination against breastfeeding women and affirming their dignity in all settings.
Dr Koong also recognized the importance of strengthening healthcare professionals’ capacity to support breastfeeding. She played a key role in promoting local clinical training, and under her leadership, BFHIHKA collaborated with UNICEF HK and the World Health Organization (WHO) to provide IBCLC (International Board Certified Lactation Consultant) training for frontline medical workers.
In her many public roles—including Vice-Chairperson of UNICEF HK and Immediate Past World President of OMEP (World Organization for Early Childhood Education)—Dr Koong’s influence extended across sectors and borders. She actively supported the Say Yes to Breastfeeding campaign, which encouraged institutions, businesses and communities to create a breastfeeding-friendly Hong Kong.
Dr Koong’s legacy is profound. Her advocacy shaped policy, inspired public awareness, empowered mothers and professionals, and helped create a society more attuned to the needs of infants and families. She leaves behind a vision of care, respect and progress that continues to guide our mission.
We extend our deepest condolences to Dr Koong’s family and loved ones. Her memory will live on in the work of BFHIHKA and in the hearts of those she inspired.
Baby Friendly Hospital Initiative Hong Kong Association
22 July 2025