Max T. Limpag: Cotabato-born, lived, worked in Cebu. Veteran journalist’s death in 2025, as reported by 2 publications.
Passage
Max T. Limpag: Cotabato-born, lived, worked in Cebu. Veteran journalist’s death in 2025, as reported by 2 publications.
1. Worked for Rappler, CDN, SunStar, Freeman, other news media
First published in CDN
Nov. 20, 2025. Adapted to CJJ
Aug. 1, 2025.
CEBU City, Philippines — Veteran Cebu journalist Max Limpag died on Tuesday evening, November 18. He was 49. His brother, Mike, confirmed the death on Wednesday, November 19.
Born on February 9, 1976, in Polomolok, South Cotabato, Limpag spent his early life in the province before completing a political science degree at the University of the Philippines Diliman.
He entered journalism in 1996 as a reporter covering Cebu City Hall for The Freeman, marking the start of a career that would influence many younger journalists.
Veteran journalist
Limpag was widely respected in Cebu’s media circle for his command of long-form and explanatory reporting, particularly on technology, local religious communities, and overseas scam operations.
His work consistently reflected a blend of accuracy, curiosity, and strong community grounding.
A key chapter of his career was his tenure with CDN Digital, where he wrote from 2017 until 2024.
2. Wrote about religious community, technology, scams
First published in Rappler
Nov. 19, 2025. Adapted to CJJ
Aug. 1, 2026.
CEBU, Philippines – Max Limpag, a veteran journalist from Cebu and an alumnus of Rappler’s Aries Rufo Journalism Fellowship, passed away on Tuesday evening, November 18, at the age of 49.
This was confirmed by his brother, Mike Limpag, on Wednesday, November 19.
Limpag was known for his in-depth reports on technology, the religious community in Cebu, and his exposés on scam hubs operating abroad.
Throughout his career, Limpag edited and reported for The Freeman, Today (a now-defunct national publication), The Independent Post (Cebu’s first broadsheet and cooperative-owned paper), SunStar Cebu, Cebu Daily News, CDN Digital, Philstar Life, Esquire Philippines, and Rappler.
He was also a co-founder of InnoPub Media, a new media start-up company, and MyCebu.ph, a database of Cebu’s tourism and heritage sites.
In August 2024, Limpag was accepted into the 2024 edition of Rappler’s Aries Rufo Journalism Fellowship program, where he spent four months producing fact-check articles and unique stories from the community.
“To our family and friends, I share your deep sorrow as we mourn the loss of our dear Max, a devoted husband and father, a cherished friend, and a loving son and brother,” Marlen, Limpag’s wife, said in a Facebook post.
Marlen told Rappler that the late journalist had suffered an acute myocardial infarction or more commonly known as a heart attack.
Deep love for the craft
Limpag was born on February 9, 1976, in Polomolok, South Cotabato, in Soccsksargen. He graduated high school from the San Lorenzo Ruiz Academy of Polomolok and received his bachelor’s degree in political science from the University of the Philippines Diliman.
He began his early years in journalism as a reporter covering news in the Cebu City Hall for The Freeman in 1996. Some time in 2005, he started a blog, known as “Leon Kilat: The Tech Experiments,” where he shared his interests in technology and his discoveries on Cebu culture.
In an opinion piece on Rappler, Limpag shared that he quit full-time newsroom work in 2017, believing that he was “done with journalism,” but that was until he discovered church heritage blogging.
“I realized that I had space for reporting in a changed media environment,” Limpag wrote.
Other Stories
Rappler’s executive editor Glenda Gloria is named Journalist of the Year, earning recognition alongside seven other individuals who have made a mark in the fields of film, politics, literature, music, food, and business
Throughout the four-month program, Rappler journalism fellows produced over 170 stories that raised awareness about critical issues, sparked conversations online, and urged on-ground action
Cebu’s weeklong celebration comes with hope that the media will ‘remain a significant part’ of the lives of readers and viewers
Since 2021, Limpag contributed stories to Rappler, tackling data from government audit reports, covering the activities of the Catholic Church in Cebu, and even writing pieces on ethical journalism. During this period, Limpag taught in several workshops and seminars with campus journalists and media workers.
“The duty of the press, an ancient quote says, is to afflict the comfortable and comfort the afflicted. Max Limpag was one of the few journalists who took that duty seriously,” news magazine Cebu Journalism and Journalists wrote in a statement.
“[Limpag’s] work reflected a deep love for Cebu’s stories, history, and its people. His enduring contributions to Cebu’s heritage, culture, and journalism will be remembered with gratitude and deeply missed,” the Casa Gorordo Museum said in a statement.
“I will always think fondly of the old newspaper clippings, particularly from Cebuano papers and other regional broadsheets, that [Max] shared, and I’m sure I was not alone in viewing him as a surefooted guide to goings-on in the Queen City of the South,” historian and writer Manuel “Manolo” Quezon III said in a post.
“He was ahead of his time…he saw the threat of social media on traditional media, the dangers of artificial intelligence. He was really one of the smartest persons I’ve ever known,” Limpag’s brother told Rappler on Wednesday evening.
Max Limpag is survived by his wife, Marlen, and their two sons.
Limpag’s wake will be held at the Mactan Island Memorial Garden in Lapu-Lapu City from November 21 to 22. The interment will take place on Sunday, November 23. – Rappler.com 
3. Brilliant journo: tribute from colleague
MARIVIR R. MONTEBON
First published in marivirmontebon.com
Nov. 19, 2025. Adapted to CJJ
Aug. 1, 2026.
New York – Investigative journalist Max Limpag of Cebu has died.
It is difficult to write a tribute to a friend-colleague who I hold high respect for his integrity and bravery. Like all of us who knew him, I was shocked. Max was in the middle of it all, our chaos, I mean – digging, writing it well, without apologies, and sharing his craft fearlessly. Journalism work is never done. But he wrote 30 rather early, about two days ago due to massive stroke. He was 49. Max will be sorely missed.
He delved into investigative journalism when AI rose and fake news flooded us with falsehoods. He is a luminary and a loss to the media industry in these difficult times.
I worked with Max at The Freeman Newspaper. He was a young journalist then. His compact, well-written copies never gave me (and all the other editors) a headache while editing. He had shown all the qualities of a good writer – enthusiastic, detail-oriented, and always on point and on time. He was brilliant, but not full of himself, satirical but respectful.
In our Freeman days, Max was smitten by colleague Marlen del Mar, but still mindful of beating his newsroom deadline. In a couple of years, they married and founded a family, while responding to the overwhelming demands of journalism work.
Such was Max.
Thanks to digital technology, I was still able to reach out to him when horrible issues erupted in Cebu. Journalists have a quiet way of supporting each other, by simply exchanging ideas or doing a quick drop-by hi.
A few years ago, he sent me a jpg file of my 1996 work on Cebu’s economy. He said he was doing research at the Cebuano Studies Center and found my article. How very kind.
Sadly, I have not guested Max in my podcast, which was a swift agreement in 2024. I am so sorry I did not interview him soon enough.
Max’s investigative work will be an inspiration to us all. His bravery and sharpness will always be something to emulate. Thank you, Max. Rest in peace.
4. Max tackled stories others avoided
He was variously described, besides “veteran” and “brilliant,” as “builder and seeker” and “serious-humorous.” To many, including Archbishop Palma and journalist-lawyer Seares, he was “friend.” (Photos in these articles: from news media community and Facebook pages, including Max Limpag’s.)
JOHN PAGES
First published in “Match Point,”
SunStar Cebu Nov. 23, 2025.
Adapted to CJJ Aug. 1, 2026
Last Tuesday, Nov. 18, was a painful day for Cebu. We lost an icon in journalism and technology — Max Sherwin Templado Limpag. He was only 49.
For the past two decades, Max was a close friend. Whenever I needed help with tech, he was the first person I called.
When the Palarong Pambansa returned to Cebu last year after a 30-year wait, we wanted something new: a Palaro App. It had never been done before in Palaro’s history.
Who did I turn to? Max Limpag.
With the support of the Aboitiz group — thanks to my classmate Anton Perdices — we made it happen. And we made it happen because of him.
My friendship with Max began years ago. He was then the business editor of SunStar; his younger brother Mike later became my sports editor. When it came to tech, Max was the one I’d turn to. He built “Cebu Sports Blog” at www.pages.ph. Every article I’ve written since January 2007 found its home there because of him.
My dad Bunny and I will soon be publishing our books — “Bunny’s Pages” and “John’s Pages” — and they carry Max’s fingerprints. He guided us from the start. Without him, those books might still be ideas floating in our heads.
My last exchange with Max was on October 31. He messaged, “John, congrats on being part of Michelin selected restos (Lantaw and House of Lechon)!”
Max was a frequent resource person on news media developments and issues.
Months earlier, he was excited to speak at a conference in the UK. But he never made it to the September event. “John, bad news,” he wrote. “My visa got denied — puzzling since I got a Schengen visa… Anyway, I’ll give my presentation online.”
Then he joked, “Several other speakers also got denied. I joked nga basin allergic ang UK sa among batch — we were all set to talk about repatriation of stolen heritage. You know the British Museum issue.”
That was Max. Sharp. Unafraid. Always willing to tackle the stories others avoided.
“Boljoon was a rare success in repatriation,” he told me last July. “Plus I located the pre-war retablo of the old USJR church — so exciting.”
He wrote for Rappler. Co-founded InnoPub Media. Helped build MyCebu.ph. He gave Cebu not just stories — he gave Cebu a new voice.
He was a builder. A seeker. A protector. And he loved sports. Especially running.
In 2010, Max helped start the Ungo Runners. What began as a simple Friday night 5K jog grew into a community.
Michelle So, former Superbalita editor-in-chief, recalls: “Credit goes to Max for catalyzing the Friday Night Runs. Through the FNR, Max built a strong community of recreational runners who came from different professions, inclinations and orientations and who became collectively known as Ungo og Dagan. I was initially a reluctant participant but Max being Max egged me on.. Max had this crazy stage of running 15 kilometers home to Mactan after work. Every night. He even filed for a one-day leave to run 65 kilometers.”
That was Max — passionate and a little crazy in the best way. He ran. He wrote. During his running days, he created the website, Ceburunning.com. He inspired. He built communities.
Cebu is better because of Max Limpag.
To Marlen, Dylan, and Lennon, our deepest condolences.
Max, you will be deeply missed.