Every fortnight, Luxsure X Korea explores dominant and emerging trends in Korean society. This week, the pet market boom and pet star power.
Feelings of loneliness and the need for relationships are driving more and more Koreans to acquire a pet and pamper it like a real person, generating a huge market for care products, accessories and cosmetics, boosted by the 24-hour, connected Korean lifestyle.
There are several reasons why Korean society is investing more and more in pets, starting with the heavy burden of loneliness and celibacy among consumers. The number of marriages has never been so low, and they remain the sinequanone condition for life as a couple. Emotional reference points are scarce for young working people who are stressed at work and increasingly depressed.
In this context, the presence of an animal, especially in urban environments, often proves to be a daily comfort that Koreans are investing more and more time and money in.
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