[Luxury World] Dog Bowl '2 Million Won'... Pet Products Rivaling Luxury Bags

Hermes Pet Carrier 4.3 Million KRW
Birch Wood Dog House 2 Million KRW
Pet Accessory Purchases Over 200,000 KRW Increase 8x

Stroller 1.5 million won, tableware 2 million won, coat 1.33 million won

These are pet products featured in a photo posted recently in an open KakaoTalk chatroom where pet owners gather. As the number of pet owners rapidly increases, wallets are opening for high-end products in the pet supplies market. This is thanks to the rise of the ‘Dingpet-jok’?people who consider their pets as family or raise pets instead of children while both spouses work after marriage.

BERG&RIDGE House. [Photo by Shinsegae International]

According to e-commerce company SSG.com on the 14th, the number of orders for pet supplies exceeding 100,000 won at once grew by 31% compared to the previous year. In the ‘accessories’ category, which includes pet clothing, leashes, and fashion items, the number of purchases exceeding 200,000 won at once increased eightfold during the same period. While the expansion of products offered by sales channels due to the increase in pet owners is a factor, it can be interpreted that more pet owners are willing to buy more expensive products for their pets.

Accordingly, the distribution industry is focusing on introducing high-end products with strong brand value. Products with relatively higher prices are selling well compared to inexpensive cost-effective products. The premium pet brand Monchouchou saw its sales at Shinsegae International increase by 108% last year compared to the previous year. Recently, the company ‘BERG&RIDGE,’ which produces premium eco-friendly pet products, launched pet supplies featuring Nordic design. Key products include dog houses made from Finnish birch priced between 1.67 million and 2.25 million won, and travel bags priced at 950,000 won.

Huberium Pet Bed. [Photo by Gucci Official Website]

Luxury goods from French and Italian brands are also consistently selling well. Their prices are comparable to those of luxury handbags. Last year, as demand for luxury goods increased, stores carrying pet products experienced sellouts of all sizes or stockouts on official websites. Currently, some sizes of dog clothing remain sold out, indicating steady demand, according to a luxury industry insider.

The most expensive product from Herm?s is a dog travel bag. The large size costs 4.3 million won, and the small size costs 3.6 million won. For bowls used to hold food, the large one is priced at 2.12 million won, and the small one at 1.96 million won. Louis Vuitton’s dog carrier, featuring its signature monogram, gained popularity among consumers after appearing on celebrities’ social media. The price is 4.67 million won, about 300,000 won higher than a year ago.

Gucci offers the largest number of products for dogs among luxury brands. Items sold include leashes (550,000 won), pet beds (1.2 million won), pet coats (1.33 million won), clothing (360,000 to 1.33 million won), and tags (300,000 won). Luxury jewelry brand Tiffany & Co. prices bowls at 255,000 won and dog walking leashes at 690,000 won.

Professor Eunhee Lee of Inha University’s Department of Consumer Studies explained, “Seeking luxury or expensive pet products is due to pet owners’ self-satisfaction. Interaction is important when raising pets, and owners consider how these moments appear to others outside or in photos, which leads them to seek expensive products.” Finally, Professor Lee added, “However, this consumption behavior should not be seen as typical. As the economy becomes uncertain, polarization is becoming more pronounced.”