South Korean Pet Food Industry Boosts Marketing Efforts Around International Dog Day
Seoul, South Korea – March 18, 2026 – Major pet food companies in South Korea, including Dongwon F&B, Daesang Pet Life, and hy (formerly Korea Yakult), are launching extensive marketing campaigns in anticipation of International Dog Day on August 26th and the ‘2026 K-Pet Fair Setec’ exhibition. These initiatives include discounts, promotional events, and increased engagement with pet owners.
Pet Food Discounts and Promotions
Dongwon F&B is currently offering a trial pack event for ‘Softmune,’ a natural dog food product from its Nutriplan brand. Customers who purchase a trial pack through Dongwon Mall or Naver Smart Store and submit a review will receive a full refund of their purchase price. Dongwon F&B has expanded into the U.S. Pet food market with its Nutriplan brand, exporting six varieties of canned cat food.
Daesang Pet Life’s Dr. Newto brand will host a ‘Dog Day Mega Week’ on Naver Smart Store from August 23rd to 29th, offering discounts of up to 50% on key products like nutritional supplements and rice wine. The new ‘Fresh Care Freeze-Dried Treat D Boneless Salmon’ will be available at a special introductory price, and a 30% discount coupon will be offered through the Daesang Pet Mall.
hy’s Petkult brand will participate in ‘Dog Festa 2026’ in Chuncheon-si, Gangwon-do, on August 21st and 22nd, with discounts of up to 50% on all products. The company will also run a social networking service (SNS) event to increase brand awareness.
Harim Pet Food will launch a campaign starting August 23rd to share stories of abandoned dog adoptions, give away snacks through a drawing, and offer limited discounts of up to 20% on food and snack items. Natural Core, another pet food brand, will present customized grip talk and food to participants selected in the ‘Dog Peeling Power Contest,’ which encourages sharing of dogs’ daily lives.
Corporate Social Responsibility Initiatives
Several companies are also engaging in charitable activities to celebrate International Dog Day. Domino’s Pizza plans to visit the Korea Organic Animal Welfare Association in Paju, Gyeonggi Province, on August 22nd to deliver pizza to volunteers.
‘2026 K-Pet Fair Setec’ Exhibition
The ‘2026 K Pet Fair Setec,’ hosted by the Korea Pet Food Association, will take place at SETEC in Gangnam-gu, Seoul, from August 20th to 22nd. The event will feature 180 participating companies and offer samples of major brands. Experiential content, such as the ‘Mende Cup’ dog sports games, will be available. K-Pet Fair is a leading pet industry exhibition in South Korea.
In line with recent amendments to the Food Sanitation Act allowing pets in restaurants and cafes, the fair will operate an affiliate program with nearby businesses in Gangnam, and Seocho. Pets are welcome at the event but must be kept on a leash or harness; strollers are recommended for small dogs. Pre-registration is free and available through the official website or application until August 19th.