The story of Hooga began with a shared passion for creating meaningful human connections. Sarit, a theatre studies graduate and empowerment workshop leader, and Anati, a speech therapist and life coach, both recognized that the key to fostering deep bonds lies in shared experiences. They spent years turning family gatherings, festivals, and events into unforgettable moments filled with joy, laughter, and heartfelt connections. With their creative energy and love for beauty and harmony, Sarit and Anati decided to extend this sense of connection beyond their immediate circles, leading to the founding of Hooga: Game. Experience. Family. Their vision was simple yet profound—create the perfect atmosphere where people can come together effortlessly, sharing moments that bring them closer.

Hooga specializes in developing engaging and aesthetically pleasing content designed to foster connections among families, friends, and communities in Israel and globally. Their products, inspired by the values reflected in Jewish holidays, are meticulously crafted to encourage shared time and dialogue, with many items doubling as beautiful table decorations. Despite challenges, including the impact of war on their business, Sarit and Anati remain committed to their mission. Produced and packaged by individuals with special needs, and some even manufactured in the affected Kibbutz Be'eri, Hooga's offerings are not just games—they are a celebration of connection, tradition, and resilience.