Hi Just Kidding was founded by Chuck George in 2022 and is headquartered in Amsterdam, The Netherlands.

A constantly evolving force, HIJK continues to develop and operate some of the most exciting F&B concepts across Europe. In 2023, HIJK invested in its first external F&B project in Madrid whilst in Milan it expanded its operations into cafés with the creation of Goings.

Hi Just Kidding has continued to expand its portfolio into CPG with the creation of LMNOP, a French wine company and an investment in Copenhagen-based Psyche Olive Oil.