Kim Hyun-bin began his journalism career at Arirang TV from 2012 to 2017, specializing in defense, foreign affairs and the economy. In 2018, he joined The Korea Times, covering society and business, and is currently responsible for embassy affairs.
Korean malls go all out on pet perks as 4-legged shoppers boost sales
gettyimagesbank
By Kim Hyun-bin
Department stores see pet hanbok sales overtake infant apparel
As the Lunar New Year holiday unfolds, major department stores and sprawling shopping malls in Korea are rolling out expanded pet-friendly spaces and merchandise, seeking to draw more foot traffic and keep shoppers lingering longer by catering to a growing view of pets as members of the family.
The shift reflects the rise of “pet humanization,” a consumer trend in which companion animals are treated much like people, and comes amid a steady expansion in pet ownership across Korea. As online shopping continues to erode the traditional advantages of brick-and-mortar retail, stores are emphasizing in-person experiences that encourage customers to linger longer and return more often — frequently with their pets in tow.
According to the 2025 Korea Pet Report by KB Financial Group’s research institute, 5.91 million households, or 26.7 percent of the national total, were living with at least one pet at the end of 2024, up from about 18 percent in 2018. Nearly 15.5 million people — roughly three in 10 residents — now share their homes with companion animals.
Sales of traditional holiday attire for pets have already surpassed infant wear, according to the retailer Emart.
During the 2023 Chuseok holiday, pet hanbok — traditional Korean dress — generated sales equal to roughly one-third of infant hanbok sales. By last year’s Lunar New Year and Chuseok holidays, however, sales of pet hanbok had surpassed those of infant wear, the retailer said.
Building on the trend, Emart sold more than 120 types of pet hanbok during last year’s Chuseok and expanded its offerings this Lunar New Year to include accessories such as traditional hair ornaments and decorative pouches. The products will be sold at 29 Molly's pet specialty shops nationwide.
Pet food offerings have also become more sophisticated.
Retailers have rolled out products inspired by traditional holiday fare, including “tteokguk for dogs,” a canine-friendly take on rice cake soup, and “lucky pouch” cakes made for pets. Reflecting global dessert trends, companies have also introduced dog-safe versions of popular sweets — such as chewy cookies made with a chocolate substitute — aimed at increasingly segmented tastes among pet owners.
Shopping mall operators are also redesigning physical spaces to accommodate pets more comfortably.
Starfield malls offer stroller rentals for pets weighing under 15 kilograms, along with pet-friendly elevators and designated indoor rest areas. Outdoor “pet parks,” outfitted with natural grass, drinking fountains and paw-washing stations, have been installed at locations in Hanam, Goyang, Anseong and Suwon — reinforcing the notion that pets are welcomed as guests rather than treated as restricted companions.
Department stores are also revising access policies.
Lotte Department Store recently relaxed a rule requiring pet stroller covers to remain closed at all times. Under the revised guidelines, owners may lift the covers at their discretion — except in narrow corridors or safety-sensitive areas — improving both visibility and comfort during shared shopping outings.
Lotte also introduced new pet stroller models across 49 stores and operates pet-only dining spaces called “Pet Ground” at select branches, including ones in the southern port city of Busan and in Uiwang, about 20 kilometers south of Seoul, allowing customers to dine while their pets use designated meal areas nearby.
At The Hyundai Seoul, a pet lifestyle select shop called “We Pet” offers an extensive lineup spanning fashion and accessories to furniture. During the Lunar New Year season, the store is staging a themed promotion featuring festive pet outfits and handmade treats.
Elsewhere, Hyundai Premium Outlet Space One has developed a large-scale pet park designed to combine shopping with leisure activities.
An industry official said the strategy reflects a broader effort to emphasize the unique strengths of offline retail.
“Retailers are focusing on experiences that online platforms cannot provide,” the official said. “Encouraging customers to spend more time in-store with their pets has become a key competitive advantage.”