About TreeholeHK
We are TreeholeHK, a psychology company rooted in Hong Kong.
Through psychological services, knowledge sharing and technology, we equip people in Hong Kong with psychology. Our mission: To ignite the courage to live truthfully and transcend oneself
Building Resilience for the Times
About us
Founded in 2018, TreeholeHK is a psychology company based in Hong Kong. We offer psychology courses, consulting for organisations, and counselling and therapy. We also research and develop technology that puts psychological knowledge to practical use.
Our team includes 12 full-time members, working with over 30 professional partners to bring psychology into everyday life in Hong Kong through our services, public education and digital products. The MindForest App is our starting point for exploring what psychology and technology can achieve together.
We also contribute to Hong Kong’s public conversation about mental health. Our Five-Minute Psychology channel, the TreeholeHK blog, and expert commentary for major local media outlets bring psychological knowledge to a wider audience.
As of 2026, our psychology resources have been viewed more than ten million times, and over 25,000 people have used our services. We continuously collect and review feedback after our services, with over 90% of respondents willing to recommend them. We use this feedback to continually assess and improve service quality.
Four principles guide our work and the kind of company we want to be.
Committed to Hong Kong
Staying close to the city we call home and responding to the challenges its people face.
Grounded in evidence
Upholding scientific rigour and professional standards, with care for every service we offer and every person we work with.
The courage to innovate
Looking beyond established ways of working to explore what business, technology and psychology can achieve together.
Relevant to everyday life
Making psychology something everyone can understand, put to use and benefit from.
We want to lead by staying committed to Hong Kong, holding ourselves to high standards, embracing new ideas and keeping our work relevant to everyday life. By sharing psychological science, we aim to equip people in Hong Kong with new ways to think about their lives and the world around them.
- Founded in Hong Kong
- 2018
- Full-time team and professional partners
- 40+
- Views of our psychology resources
- 10M+
- People who have used our services
- 25,000+
- Post-service feedback respondents willing to recommend our services
- >90%
Cumulative figures as of 2026
Our mission
Building Resilience for the Times
To ignite the courage to live truthfully and transcend oneself
In TreeholeHK’s early years, Hong Kong experienced social movements, the pandemic and a succession of changes. We saw the exhaustion, anger and helplessness people felt, alongside their courage, perseverance and humanity in difficult times. These experiences gave rise to Building Resilience for the Times.
We believe psychology has the power not only to heal, but to ignite.
It can help us understand ourselves, recognise our fears, habits and self-deception, and awaken our vitality, conviction and courage.
For us, resilience means having the courage to face reality amid difficulty and change, recognise what truly matters to us, and make choices guided by our values. It also means acknowledging our vulnerability, seeking support when we need it, and discovering new understandings of ourselves through experience.
Through psychology, we hope to help people understand themselves more deeply in these times, live more truthfully through the choices they make, and gradually transcend themselves.
Putting our mission into practice
Our mission takes shape through five areas of work, each a long-term commitment.
Offer support people can rely on
Our services range from learning and personal growth to counselling and therapy, guided by evidence, professional standards and a clear sense of purpose. We want more people in Hong Kong to find the right psychological support at every stage of life.
Make psychology part of everyday life
We want psychology to move beyond academic circles and become a practical way for people in Hong Kong to understand themselves, relate to others and make sense of the world.
Bring psychology and technology together
We explore how research and technology can turn psychological knowledge into useful, accessible tools for everyday life, so that support can reach more people.
Create opportunities in psychology
We want people working in psychology to have opportunities to use their strengths. We support them in turning what they have learned through study and training into work that makes a difference in society.
Help our team grow
The people carrying our mission forward should grow along the way. Through hands-on work, reflection and guidance, we help our team develop their skills, broaden their outlook, build sound judgement, collaborate well and take responsibility for their work.
Our approach to psychology
Humility and careful practice are the foundations of good service.
We take science and evidence seriously, while recognising that no theory can capture a whole person. Our role is to understand someone’s experiences, values and circumstances, and support choices that are their own. That humility has to shape how we work: through clear standards, careful selection of practitioners and a willingness to listen to feedback.
Clear standards, openly shared
Our code of practice and practitioner assessment standards guide our work. They set clear expectations for informed consent, confidentiality, professional boundaries and the ability to work well with people. They also give clients a way to understand what they can expect and hold us accountable.
Careful choices about who we work with
Qualifications and training are only the starting point. We assess how practitioners engage with people, how deeply they understand them and how they respond as a relationship develops. What matters is how well they put their knowledge into practice with the person in front of them.
Listening beyond the service itself
Across our courses, counselling and therapy, we collect and closely review feedback after people use our services. Their experiences, needs and concerns help us assess quality, identify what needs attention and keep improving our work.
Feedback from our service users
>90%*
of people who gave feedback after using our services would recommend us.
* Based on responses from people who have used our services. “Would recommend” means a rating of 7 or above on the 0–10 recommendation scale (≥7/10).
Our team
Peter ChanManaging Director & Chief Psychologist Specialist
Connects our psychological philosophy with our direction as a company, bringing the departments together around our mission.
Psychological Services & Advocacy Department (PSA)
Department Head
Emily LamBrings together psychological services, technology and public education to make psychology part of everyday life.
- Psychological Service Unit
- Digital Innovation & Advocacy Unit
Corporate Consultancy Department (CC)
Department Head
Kenneth YipBrings psychology to organisations and communities, supporting collaboration, growth and change.
- Corporate Service Unit
- Community Service Unit
Managing Director Office (MDO)
Department Head
Annie TaiSupports our people, culture and day-to-day operations, giving the team the foundations to keep putting our mission into practice.
- People & Culture Unit
- Operation & Admin Unit
Our commitments, open to scrutiny
Professional trust has to be earned, not assumed.
We are making the ideas, service principles, professional standards and cultural commitments behind our work publicly available. This is a promise to be accountable and an invitation to question, discuss and challenge what we do. Open exchange helps us improve.
What we believe about psychology
Our perspective on psychology today and where it could go next, including the role of evidence, lived experience, technology, open science and making knowledge widely available.
How we assess practitioners
What we look for in the professionals we work with, how we assess them, and why excellent practice takes more than qualifications and subject knowledge.
Our code of practice
What everyone using our psychological services can expect from us: informed consent, confidentiality, clear professional boundaries, evidence-based care, respect for their rights and a way to raise concerns.