PETS IN Korea are now viewed as integral members of households, rather than merely as animals or property to be kept at a distance. When it comes to their pets, owners are willing to spend fortunes on them to ensure their happiness and health. Consumerism in the pet industry has also grown alongside the expanding pet industry, offering premium pet food, high-end pet spas, and hotels. This shift toward a more materialistic attitude has been fueling demand for luxury pet products and services in Korea, with many fellow animal companions in Korea receiving opulent services that even regular people rarely enjoy. 

Dermatological procedures for pets 

   Laser skin treatment is a popular skin care procedure in Korea to alleviate skin concerns, such as acne and pigmentation issues, and ensure healthy, glowing skin. Such a skin-care boom is especially evident in Korea—a country known for its strong cosmetic culture and advanced medical technology, reflecting Korea’s cultural emphasis on beauty and self-care. Yet, this culture has become even more pervasive, as our pets can now enjoy this benefit as well. 

   La Peau Claire, situated in the upscale neighborhood of Cheongdam-dong in Seoul, offers laser treatment services for cats and dogs. This clinic, which opened recently, is pioneering the field of pet dermatology in South Korea as the first veterinary facility to utilize laser technology in the treatment of skin issues and allergies in pets. La Peau Claire's most popular treatment is the "dual laser" therapy, which is designed to relieve allergic responses in pets. During the treatment sessions, cats and dogs are equipped with laser-safe goggles shaped like hearts and flowers to safeguard their eyes. Meanwhile, pet owners can either observe their pets undergoing treatment or wait outside while enjoying free coffee. A package of five sessions is priced at ₩245,000[1] and additional charges might apply for private consultations and allergy testing. Considering that the average one-time dermatology laser procedure in Seoul is ₩50,320, skin treatment services for dogs appear more as an luxurious culture and are likely unaffordable for average-income households[2]. 

   Although laser therapy for animals may seem exaggerated, this practice certainly entails its own benefits. Pet laser therapy is a non-invasive holistic approach employed to boost the animal’s internal healing process and alleviate pain. This therapy is especially an excellent choice for dogs in post-operative recovery, senior dogs, and dogs coping with chronic diseases. While in the past, people mostly relied on medicines and surgeries for pets, more sophisticated and delicate dermatological practices for animals are being innovated to ensure their health and beauty to a greater degree. 

Pet-omakase

   As Korea is experiencing a growing gastronomic culture, Koreans increasingly show love for the artistry and craftsmanship behind fine dining experiences of omakase—a full-course Japanese dining concept that embodies the pinnacle of luxury and culinary craftsmanship by leaving the exquisite dish selection entirely to the chef. This dining concept has evolved in Korea so that now dogs are able to enjoy a delicious full-course meal prepared with fresh, high-quality ingredients. 

   Pet Dining Mamma in Songpa-gu, eastern Seoul, offers a three-course omakase-style meal for pet guests at a starting price of ₩23,000. When dogs enter the restaurant, they sit right next to their owners at a table. The full-course meal includes dishes consisting of an entree of pumpkin or tomato soup, horse or cow meat as the main dish, and a blueberry pudding as the final finishing dessert. Pet Dining Mamma also offers menus for pet owners to eat alongside their dogs. For them, it is a single-dish, usually Italian cuisine, which is on average cheaper than the dog’s full-course omakase. 

   High1 Resort located in Gangwon Province also serves omakase for dogs. They have five-course meals that cost ₩35,000 with dishes including expensive ingredients such as abalone for the dogs to indulge[3]. 

   As such, pet-omakase is taking Korea’s culinary culture to a completely new dimension by ensuring that dogs enjoy as great of a meal as their owners. This illustrates how the pet market in Korea is continuing to expand, giving rise to an affluent pet culture.  

High-end fashion brands’ entry into the pet market

   High-end fashion brands have also recently entered the luxury pet market. These brands are leveraging their luxury and style expertise to create a range of products and accessories for pets and pet owners. This illustrates how such fashion brands are constantly seeking opportunities to diversify and expand their market; introducing pet products allows them to tap into new and growing markets, which include wealthy pet owners willing to invest in high-end pet accessories. By offering pet products, luxury brands can strengthen their relationships with existing customers, as those who are loyal to a particular fashion brand may be more likely to purchase pet products from the same brand, deepening their connections to the brand's lifestyle and values.

   The luxury jewelry house Tiffany & Co. has introduced a series of pet accessories, including pet collars, leashes, and bowls vibrantly decorated with the signature Tiffany blue color, a colloquial name for the robin’s-egg blue color associated with Tiffany & Co. The brand’s pet marketing slogan is, “When your pet is best in show, their accessories should be best in class. Stylish pet collars, pet tags, and sleek designs are what every pet deserves,” reflecting the rise in pet consumerism and materialism. Many celebrities and ambassadors of Tiffany & Co. have also embraced the company’s pet products, using the products for their pets and posting pictures of them on social media. Priyanka Chopra, a well-known Indian actress, posted an image of her dog on Instagram, reflecting the extravagant lifestyle of celebrities and the even more luxurious lifestyles of their pets. Chopra’s dog was well-decorated with a Tiffany & Co. collar and a mini Dolce & Gabbana signature Devotion bag. This illustrates how pet accessories from high-end fashion brands are becoming increasingly visible and available for people to provide their pets with deluxe experiences. 

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   The pet culture in Korea has become strikingly sophisticated with the increased living standards in Korea, leaving sufficient time and budget for people to invest in their animal companions. A substantive number of pets in Korea now enjoy opulent practices, such as sophisticated dermatological procedures, pet-omakase, and high-end brands’ pet accessories. This reflects the irony in Korean society where regular people can barely acquire the financial means necessary to cover basic expenses while, on the other hand, the luxurious pet industry is booming. 

[1] The Korea Herald

[2] ModooDoc

[3] The Straits Times