Founder Joanne Cheung
Joanne has 30 years of deep textile industry experience, having managed operations for three major textile factories simultaneously. During those high-pressure operational years, she profoundly experienced the importance of quality sleep for physical and mental health.
In 2011, she founded BuonaTana, transforming years of accumulated textile craftsmanship knowledge into professional sleep health guardianship. She insists on quality control from fiber sources, ensuring every product uses non-toxic natural materials to provide consumers with truly safe sleeping environments.
As a Hong Kong-born brand, BuonaTana has witnessed the transformation of Hong Kong family structures. Observing more families treating pets as family members, Joanne proposed the "human-pet co-living" design philosophy, creating product series that simultaneously care for human and pet needs.
Certificate Awarded at UNESCO Paris
In June 2026, founder Joanne Cheung was awarded a certificate at UNESCO Headquarters in Paris, recognising her contribution to promoting human-pet co-living.
UNESCO Headquarters, Paris · June 2026
Shang Dao: Wu Wei Philosophy
Collaborating with enterprise philosopher Dennis WK Sit to integrate Daoist wisdom into modern business practice
Natural Way
Following natural laws, using natural non-toxic materials, letting products return to essence. No over-processing, no unnecessary chemical additives, maintaining original material purity.
Wu Wei: Non-Action Action
"Wu Wei" is not doing nothing, but not forcing or over-intervening. In business operations, it means focusing on product essence, letting quality speak naturally, rather than relying on aggressive marketing.
Shared Subjectivity
Humans and pets are not in a master-servant relationship, but share subjectivity. This philosophical view extends to product design, creating truly equal living spaces considering both needs.
"Home is not just a physical space, but a living domain. In this domain, humans and pets are co-subjects, each with dignity and needs. True Shang Dao is wholeheartedly protecting every life in this domain."
— Joanne Cheung, Founder of BuonaTana
Three Core Pillars
From philosophy to practice, every BuonaTana decision revolves around these three core values
Human-Pet Co-living
Home is not just a human space. We believe living spaces shared by humans and pets must balance comfort and health for both, creating a truly warm environment of shared subjectivity.
Our product design considers pet activity habits, temperature regulation needs, and human sleep quality requirements. For example, super-silent pocket spring technology significantly reduces motion transfer so humans are not awakened by pet movements; electric storage bed frames feature pet access points, giving pets their own dedicated space.
Natural Care
Refined through 30 years of textile factory experience, we insist on non-toxic natural materials, controlling quality from fiber source to provide truly safe skin contact for family and pets.
We insist on quality control from the source, ensuring no harmful chemicals. From natural latex to organic cotton to eco-friendly finishes, every material undergoes strict screening and testing to provide the purest sleep experience.
Sincere Transparency
We do not hide our processes or exaggerate effects. Every product clearly shows material sources, manufacturing steps, and certification standards, allowing you to choose with full knowledge.
Every product includes detailed material descriptions, manufacturing processes, and certification documents. We do not use exaggerated marketing language, but let facts and data speak. This sincere attitude stems from professional confidence cultivated through Joanne's years of factory management experience.
