On October 30, 2025, more than 150 community members, partners, supporters, and sector leaders gathered at the Toronto Botanical Garden to celebrate an important milestone in our journey.
Together, we launched our new 2026–2029 Strategic Plan and unveiled a new name: HF Care.
This marks the first rebrand in our organization’s more than 40-year history.
The name HF honours our roots. It stands for Health and Felicity, the name first chosen by our founders. Care reflects both our approach and our commitment to every individual, family, and community member who walks alongside us.
While our name has evolved, our purpose remains unchanged: to foster connected communities where every person can live their fullest, most meaningful life.
Shaped by Our Community
This new chapter was not created behind closed doors.
Over the past year, we undertook one of the most extensive engagement processes in our organization’s history. Through surveys, focus groups, interviews, board discussions, alumni consultations, and community conversations across multiple languages and cultural communities, we listened carefully to the people who know HF best.
What emerged from those conversations was clear.
People felt a deep connection to the legacy of Hong Fook. They spoke passionately about the trust, relationships, and sense of belonging that had been built over decades. At the same time, many recognized the opportunity to better communicate who we are today and where we are headed tomorrow.
The result is HF Care: a name that honours our legacy while creating space for our future.
A Strategic Vision for the Future
The rebrand is part of a broader vision outlined in our 2026–2029 Strategic Plan.
As our communities continue to grow and evolve, so must the ways we deliver care. Our new strategic direction focuses on expanding access, strengthening culturally rooted mental health services, deepening community partnerships, and reaching more individuals and families who may otherwise face barriers to support.
HF Care reflects our belief that culturally responsive mental health care is not a niche service. It is a model of excellence that can help transform how care is delivered across communities.
Genuinely, Thank You
As we begin this next chapter, we do so with renewed clarity and an ambitious vision for the future of culturally rooted mental health care.
To every client, family member, volunteer, staff member, donor, partner, board member, and community supporter who shared their voice throughout this process: thank you.
Your stories and feedback have truly shaped who we’re becoming.
We hope this milestone belongs to all of us.
