TODAYKorea = Reporter Kim Chaeyoon | As May — traditionally observed as Family Month — begins, retailers are ramping up marketing aimed at “pet-family” consumers (Pet+Family) who increasingly treat pets as full members of the household.
Reporting by TODAYKorea on the 6th shows a rapid rise in the number of households that own pets.
According to the Ministry of Agriculture, Food and Rural Affairs’ 2025 National Approved Statistics (Pet Ownership Survey) released in February, the share of households with pets reached a record high of 29.2%.
Industry observers say this growth is shifting consumer behavior: as more people see pets as family, demand is expanding for products and services that reflect that mindset.
That shift shows up in everything from pet-friendly travel to celebrations for pet birthdays and anniversaries, prompting a broader range of offerings.
Retailers are responding with seasonal campaigns aimed squarely at pet owners, including promotions tied to Gaerini Day (a playful dog-themed holiday).
For example, Emart’s pet brand MOLLY’S will introduce dog-only bingsu (shaved ice) and naengmyeon (cold noodles) starting on the 7th. The items were developed without preservatives or synthetic stabilizers.
MOLLY’S will also run promotions on dog food and treats through the 13th of this month.
The company said the trend of viewing pets as family has pushed product lines to reflect human lifestyles more closely.
An Emart representative told this paper, “For Family Month in May, we are discounting a variety of dog snacks and food products. The promotions focus on the most popular dog brands.”
Harim Pet Food is preparing a lineup of pet-friendly activities for customers attending the Beer Festa at the Shinsegae Simon Paju Premium Outlets through May 25.
The company will operate “The Real Pub” booth in the food pop-up zone and plans to offer pet-only snacks such as “Bark Chicken” and “Bark Beer” to visitors who bring their pets.
Coupang is also running a “Pet Festival” sale on pet food and supplies through May 10.
About 370 brands, including Harim Pet Food, are taking part in the event, which will offer discounts of up to 60% on roughly 30,000 items.
Park, who often attends events with his dog, told this paper, “My dog is already family, so we enjoy everyday life together. It’s great to see more events and discounts. As more people get pets, the variety of products seems to be growing, too.”
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