Pet Humanization: From Omakase Dining to 49th-Day Rites
The trend of treating companion animals as family members, known as “pet humanization,” is rapidly gaining traction, particularly among the 2030 generation in South Korea. This shift is driving demand for premium pet services that mirror the human lifecycle, from specialized healthcare and leisure activities to elaborate conclude-of-life rituals.
Rising Pet Ownership and Spending
Pet ownership continues to increase in South Korea. According to the Ministry of Agriculture, Food and Rural Affairs’ ‘2025 Companion Animal Raising Status Survey,’ 29.2% of households owned companion animals in 2024, marking a three-year consecutive increase and the highest recorded figure to date. KB Financial Group reports 5.91 million pet-owning households and 15.46 million people with pets as of 2024. Metropolitan areas – Seoul, Gyeonggi, and Incheon – concentrate over half (51.7%) of these households.
Consumer spending on pets is also surging. NH Nonghyup Bank data shows that in 2024, 165,000 customers spent over 500,000 won annually on pet services, a 41% increase compared to 2020. The number of customers utilizing pet services more than 10 times a year grew by approximately 25%, from 120,000 to 150,000 during the same period.
Premiumization of Pet Services
As perceptions of pets evolve beyond mere animal companions, the retail sector is experiencing premiumization. Companies are offering luxury services such as pet dining experiences, including “omakase” style meals, and high-end clothing rentals. One pet owner in their 30s, visiting a pet omakase restaurant, remarked, “The staff pays attention to detail as if they were treating real people,” adding, “I feel it would be decent to visit for a birthday party or anniversary.”
Specialized pet services like kindergartens and hotels are also booming, with a growing number of facilities adopting a “pet-friendly” approach to accommodate traveling pet owners. According to the Korea Tourism Organization, domestic accommodation travel with pets increased from 53.0% in 2022 to 60.4% in 2024.
The Rise of Pet Funerals and Memorials
Recently, funeral services specifically for pets have emerged, including ceremonies aligned with various religious traditions, such as the 49th-day rites. The Maeil Shinmun reported on the “축생법당” (Chuksaengbeopdang) in Yeongcheon, which has conducted 49th-day rites for 75 dogs and cats over the past four years. The number of animal funeral service companies increased from 57 in 2020 to 83 in 2024, according to NH Nonghyup Bank. The average cost of these services more than doubled during the same period, rising from 110,000 won to 260,000 won.
Future Outlook and Concerns
This trend is expected to continue. The Ministry of Agriculture, Food and Rural Affairs predicts that the domestic pet market will expand by more than 2.5 times by 2032. However, there is also some criticism regarding the excessive anthropomorphism of companion animals, with some expressing discomfort over the level of spending and care devoted to pets.
The financial burden is also a growing concern. KB Financial Group data indicates an average monthly pet care cost of 194,000 won in 2024, a 40,000 won increase in two years. Only 26.6% of households have dedicated funds specifically for pet-related expenses.
Professor Han Sang-deok of Bucheon University, a member of the Gyeonggi Province Pet Welfare Committee, notes that the increase in nuclear and single-person households is driving pet ownership and deepening the bonds between owners and their animals. He observes a shift towards higher-quality products and services across all age groups, regardless of cost. He also anticipates continued growth in demand for pet nursing hospitals and funeral services, emphasizing the importance of harmony and coexistence between pet owners and non-pet owners.