Pets, the New Kids

For many young people today, owning both a cat and a dog is the ultimate lifestyle aspiration. The widely shared sentiment, “The world is falling apart, but my pets mend the cracks,” highlights the irreplaceable emotional value pets provide. They are no longer just animals - they are family.

Beyond companionship and comfort, pets have fuelled a major trend towards 'humanised' consumption. The pet industry has grown to include far more than food and shelter, extending to various life-enhancing services such as pet-friendly dining, transport solutions, insurance, and even funeral care for pets.

01: Everything can be a pet 

Today’s young pet owners are on the lookout for their ideal 'dream pets' - ones that don’t shed, smell, bite, or make noise. This has led to a redefinition of pet ownership that extends beyond traditional animals. From mango pits and rocks to digital companions, gen z is spearheading a new trend where almost anything can be 'virtually adored' and considered a pet.

On Xiaohongshu, the hashtag #MangoDogTutorial has amassed over 200 million views, with a standardised care routine that includes stewing out burrs, blow-drying into shape, and grooming. Some even dye mango pits and string beads into necklaces, proudly sharing their 'Mango Dog Diaries' with the online community.

There’s a booming interest in exotic pets. The 2025 China Pet Industry White Paper reveals that the number of exotic pet owners in China has grown to around 17.07 million, welcoming pets such as hedgehogs, corn snakes, pet pigs, and beetles. With the market nearing 10 billion yuan, social media platforms like Douyin are buzzing; the hashtag #ExoticPetUnboxing has surpassed five billion views as young people eagerly exchange tips on snake handling and flaunt their luxurious ant farms.

A resurgence in digital pets is underway. Bandai’s 1996 virtual pet game, Tamagotchi, experienced a staggering 400% spike in sales on Taobao in 2023. University students are engaging with pixel pets through Excel, and WeChat’s 'nudge' feature has been creatively adjusted to mimic pet interactions. In the online world, they are increasingly stepping into the role of digital 'pet parents,' enjoying hassle-free companionship without the concerns of shedding or odours.

02: Pets, the heart of the family

In a world of loneliness and anxiety, pets have become an emotional refuge for young people. In China, every eight households own at least one pet, with gen z making up nearly 23% of pet owners. Among them, 49.9% consider their pets as family members, while 23.7% see them as their own children.

To prove this bond, a viral trend dubbed 'Giving Birth to Cat' has emerged, wherein netizens photoshop their pets into traditional family portraits. Many even take the additional step of formally incorporating their pets into household registration, as evidenced by Alipay’s 'Pet Digital ID,' which reached over one million registrations in its first week.

Young pet owners are shifting how pets are perceived within the family dynamic, hosting extravagant birthday parties, commissioning personalised photos, and allowing their pets to have a say in major decisions. Some let their cats pick random road trip destinations, while others involve their Corgis in deciding the dinner menu.

While gen z wrestles with societal pressures surrounding marriage, they are enthusiastically 'arranging marriages' for their pets. The full-blown 'If You Are the One' matchmaking trend has hit the pet scene, both online and offline, with owners seeking 'pet matchmaking' services and hiring professional matchmakers to find partners based on breed and personality traits. A single British Shorthair can field as many as 20 proposals a day, akin to a high-profile matchmaking event.

Pet wedding services are thriving, too, offering everything from elaborate photoshoots to officiant services and honeymoon plans. One luxury package costing 6,888 yuan features a “pet vow exchange ceremony” and already has bookings extending to next Valentine’s Day.

When young couples decide to part ways, however, the most difficult separation is often that with their shared pet. Custody battles over pets are becoming more prevalent, with some individuals going so far as to sneak into their ex-partners’ homes to “rescue” their cherished 'kid'.

03: Pets as a new social currency

Pet-related social events have evolved beyond simple walks to include pet-friendly movie nights, themed parties, and even outdoor activities like kayaking. These gatherings often feature competitions, fashion shows, concerts, photography sessions, and educational workshops - sometimes even incorporating tea ceremonies, pet adoptions, and DIY tote bag crafting - making them more elaborate than typical human events.

These activities entertain pets while enabling owners to build new social circles, connecting with others through their shared love of animals.

Online pet interactions have further amplified this trend. The viral 'Cat Tax' trend on Xiaohongshu has recontextualized pets as a form of social currency. The hashtag #cattax has garnered 310 million views, fuelling millions of conversations. This global pet-sharing movement brought communities together, elevating their pets to status as social media icons.

04: Young owners prioritise pet spoiling 

People’s affection for their pets reflects a fascinating tension between frugality and indulgence. Data shows the urban population of cats and dogs in China has surpassed 120 million in 2024, with the market size exceeding 300 billion yuan. Millennials dominate the pet ownership demographic at 41.2%, while gen z pet owners average spending nearly 2,013 yuan each month on their pets - 82% are willing to reduce their personal expenses for their furry friends.

They might opt for a 9.9 yuan budget meal for themselves but indulge in 188 yuan per pound of imported freeze-dried pet food. They wear basic 20 yuan T-shirts but invest in 398 yuan custom-embroidered bibs for their pets. They maximise cashback on food delivery but willingly spend 168 yuan on probiotics for their animals, or even 2,999 yuan for comprehensive pet DNA tests.

As one saying goes, “You can save on yourself but never on your pet.” Young owners are investing in innovative pet technology, from smart feeders to self-cleaning litter boxes and health-monitoring collars. A notable smart litter box brand sold 170,000 units on Double Eleven Shopping Day, quickly securing its spot as a top item for gen z households.

With an appetite for sophisticated pet products, genetic testing, and even pet therapy, young people are blazing trails in the trillion-dollar 'pet economy' fuelled by their relentless affection for their pets.

05: Pets rule the internets attention economy

Not only are people willing to spend on their pets, but pets themselves are also generating revenue. They have evolved into internet sensations, often outshining traditional celebrities in engagement and market influence. Data indicates that pet-related content retains 43% more users than celebrity gossip, while pet-focused ads boast click-through rates that are 2.7 times higher than those for beauty products.

A popular blogger, 'FenTour the Cat,' turned her British Shorthair into a live-streaming sensation, amassing millions of fans and breaking six-figure sales records in a single session.

One standout is 'FenTouEr,' a British Shorthair has become a live-streaming phenomenon, garnering millions of followers and breaking six-figure sales records in a single broadcast.

In another example, a tiger named Brown Sugar, the newest celebrity at Shanghai Zoo, attracts swarms of young fans who fly across the country just to see her. They organise meet-ups, take professional photographs through the zoo glass, and purchase paw-print 'autographed' postcards for memorabilia.

Additionally, several pet influencers have stepped into the entertainment spotlight by starring in reality shows. Adorable Travels features celebrities traveling with their pets to various destinations, including Shanghai, Dali, and Shenzhen, showcasing the unique ways people and their pets experience the world together.

Our Work

The Furry Challenge

Advertiser/Brand: Haleon / Flixonase

Creative agency: Dentsu Creative

Data shows that 65.1% of Douyin users are highly engaged with content related to cats and dogs. When it comes to nasal allergies discussed on the platform, pet hair allergies have risen as a primary concern. Interestingly, while many people voice complaints about their pets’ seasonal shedding and related hair allergies, they find joy in creating and sharing cute hairballs on social media.

To tap into this trend, Flixonase, an allergy relief brand, initiated the Furry Challenge on Douyin, encouraging pet owners to create videos highlighting their interactions with their pets’ hairballs.

By utilising AI, the platform can identify allergic reactions like sneezing and sniffling in user-generated videos, presenting pertinent product stickers along with discounts that direct users to the brand’s eCommerce store.

As a result of this innovative campaign, the brand witnessed a twelvefold increase in visibility and an eightfold growth in the membership of its eCommerce flagship store.

What it means for businesses and brands

Capturing Gen Z: The Pet Connection

In today’s 'human-pet co-living' era, brands must acknowledge both the emotions of humans and the needs of pets, creating opportunities that enhance the connections between owners and their furry companions. By acting as enablers of these meaningful connections, brands can instil lasting loyalty among young consumers. This goes beyond trends; it’s a mutually beneficial relationship between pet owners and brands that is shaping the future of the pet market.

​Visuals: DENTSU CREATIVE, HALEON/FLIXONASE, TAMAGOTCHI