"Wow, Better Off Than Me..." Dogs in 920,000-Won Moncler Vests Running on Hotel Treadmills

Spread of Pet Humanization
Shopping Malls and Hotels Compete with Tailored Services

"They enjoy a hotel vacation wearing Hanbok with luxury padded vests, and feast on rice cake soup and chewy pet cookies."

This is the Lunar New Year holiday schedule not for people, but for dogs. As the pet humanization trend spreads, shopping malls and hotels are rolling out customized experiences that treat companion animals like family members.

At the Mapo Pet Camping Site's "Puppy Hanbok Fashion Show," puppies dressed in Hanbok are walking the runway. Yonhap News Agency

Ahead of the Lunar New Year, Emart has launched Hanbok and holiday-themed snack lines for pets through its pet-specialty brand "Molly's." It has reinterpreted rice cake soup and lucky-pouch cakes for dogs, and also released chewy cookies called "Meongjjonku," made with carob, a chocolate substitute, reflecting the latest dessert trends.

Large shopping malls have also upgraded their facilities. Starfield has prepared pet-only strollers, elevators, and indoor rest areas, and equipped its lawn square "Pet Park" with drinking fountains and paw-wash stations. Lotte Department Store has relaxed its stroller regulations and is operating dedicated dining spaces called "Pet Ground" at some branches, improving the convenience of shopping with pets.

Kinok Pet Food Cooking Day Package. Kyowon Group

Demand for premium products is also notable. High-priced items such as the Moncler padded vest (920,000 won) and the Ralph Lauren sweatshirt (250,000 won) are selling out quickly.

In the hotel industry, "petcations" are booming. Kinok, a pet-friendly hotel in the Bomun Tourist Complex in Gyeongju, has surpassed an 80% room occupancy rate during the Lunar New Year holiday. Its hands-on program, where guests make and enjoy rice cake soup cakes, bottle cakes, and dog-only fried chicken together with pet food experts, is also popular. Behavioral counseling for dogs is included as well.

2026 Pet Maison. Conrad Seoul

Conrad Seoul in Yeouido, Seoul is running the "2026 Pet Maison" program, installing treadmills, gym balls, and dry rooms in guest rooms and offering an all-day wellness program where pets can exercise and bathe after holiday special meals. The reservation rate has increased by more than 20% compared with last year.

Industry experts analyze that this change is not a passing fad but a structural trend. As low birth rates and the increase in single-person households lead companion animals to fill emotional gaps within families, consumers prefer "choices without regret" that prioritize safety and quality over price. The global pet market is expected to grow to approximately 825 trillion won by 2036.