White Owl Group is an innovative Hong Kong-based purpose-driven lifestyle group that emerged onto the scene in 2023. Drawing inspiration from the symbolism of white owls, which embody change, transformation, and inner wisdom, our overarching goal is elegantly simple yet profoundly impactful: to effect change through sustainability, one step at a time. We recognize that even the smallest acts, when multiplied by billions of people, possess the power to reshape the world we live in. By mobilizing individuals, communities, and businesses, we aim to create a collective movement towards a more sustainable future.

At White Owl Group, we firmly believe that meaningful change begins with an individual's conscious choices and actions. With this philosophy in mind, we curate a diverse range of concepts and experiences that prioritize wellness while remaining firmly rooted in sustainable practices. White Owl Group's multifaceted approach encompasses various domains, ranging from eco-friendly lifestyle products and services to thought-provoking educational initiatives. Through our carefully curated offerings, we empower individuals to embrace a more sustainable lifestyle and make conscious choices that positively impact both their well-being and the environment.

As a Hong Kong-based organization, we are acutely aware of the unique challenges and opportunities that our city presents. Our efforts extend beyond mere individual actions, as we actively engage with local communities, partner with like-minded organizations, and collaborate with experts to drive systemic change. By fostering a culture of sustainability, we seek to inspire others and create a ripple effect that extends far beyond our immediate reach.

In essence, White Owl Group represents a catalyst for transformation. Together, we have the power to shape a future where wellness and environmental consciousness coexist harmoniously, creating a world that is not only healthier and more vibrant but also more attuned to the needs of our planet. Join us on this remarkable journey, and let us pave the way for a brighter, more sustainable tomorrow.

Our Mission

At the core of our mission lies a pursuit of innovation, as we strive to create a tantalizing array of plant-based food that not only delights the palate but also nourishes the body. We firmly believe that plant-based food has the power to revolutionize the way we approach nutrition and well-being, and aim to redefine the perception of plant-based food and dispel any lingering misconceptions about its taste or variety. Our ultimate goal is to inspire a deep and abiding love for plant-based cuisine among individuals from all walks of life.

However, our mission extends beyond the realm of taste and personal health. We are equally committed to fostering a profound sense of responsibility towards the environment that sustains us all. By embracing plant-based alternatives, we can make a significant impact on reducing our ecological footprint and promoting sustainable practices.


Being good to yourself and the environment is at the heart of our ethos. We believe that by choosing plant-based options, you not only prioritize your own well-being but also contribute to the preservation of our planet. We invite you to join us in being good to yourself and the environment, as we cultivate a shared love for plant-based food and pave the way for a brighter, greener tomorrow.

Shirley Kwok - Founder of White Owl Group

Our Founder

Shirley Kwok, banker turned baker and a dedicated mother of two, embarked on a journey that took her from the realm of banking to the world of baking. Fueled by her passion for the culinary arts, Shirley made the bold decision to break free from the confines of the banking industry and seek out a more purposeful path.

In 2016, Shirley's love for baking blossomed into the creation of her first business venture, The Cakery. With a clear vision in mind, she set out to establish a brand that would cater to health-conscious consumers, offering a diverse array of guilt-free desserts. The Cakery quickly gained recognition for its innovative approach, earning accolades such as the Best Plant-Based Dessert and garnering acclaim in publications like Tatler and Prestige.

In both 2021 and 2022, Shirley was honored with the prestigious Women of Wellness Award, a testament to her exceptional contributions to the industry. However, Shirley's entrepreneurial spirit and desire to make a lasting impact propelled her even further. In 2023, she took a step forward by founding the White Owl Group, an organization dedicated to driving sustainability and raising awareness among the masses. Alongside this groundbreaking initiative, Shirley also played a pivotal role in establishing two additional brands, namely MAYA and Cultured, both of which share the common goal of fostering a more sustainable and enlightened future.