It’s a sunny April morning in the Japanese capital and the halls of Tokyo Big Sight, the city’s waterfront convention centre, are ringing with a cacophony of barks and yelps. This is Interpets Asia Pacific, Japan’s top pet-products trade show, and the 2025 edition is bigger than ever. Over four days, some 980 exhibitors (including 236 from overseas) and almost 78,000 visitors – industry players, as well as pet owners and their pooches – will pass through the centre to see the latest pet-care innovations. Food, fashion, furniture, hotels and wellness are just some of the sectors on show. The Lion Pet seminar on toothbrushing for dogs is standing room only, there’s a bun fight for chihuahua frocks at canine fashion brand Moncheri and, in the grooming area, toy poodles are being snipped, teased and coiffed in a competition.
Japan’s pet-industry numbers are impressive: the country’s pet-product market was estimated to be worth ¥1.9trn (€11.6bn) last year, up 21 per cent from 2019. Pet food accounts for 38 per cent of all sales, while pet supplies rake in 17 per cent. As demographic shifts take their toll, there are now more pets than children in Japan – 15.9 million pets compared to about 14 million people under the age of 15 in 2024 – and even though the number of pets is slightly in decline, the amount of money spent on pet care has been growing every year since the pandemic.
The sheer number of exhibitors, particularly in the luxury sector, attests to the sector’s breadth and depth. Between the organic meals, herbal fur packs and full-body hair-drying machines, it’s clear that Japan’s pet world has moved into the “lifestyle” sector. Tavo is showing the latest car seats for dogs and Grand Motor has a full mise en scène for a camper van adapted for pet use, complete with fans, water and beds. OGK Giken is a favourite for its stylish over-the-shoulder pet carriers, while Japanese cycle brand Maruishi is drawing attention for its brown-and-green Pet Porter electric bike with pet-friendly front basket.
Pet food is an important sector, encompassing dog-friendly dashi stock, deli dishes and fluffy birthday cakes. Clothes are everywhere too. Tombow, best known in Japan as a school-and-office stationery brand, is showing a collection of climate-sensitive dog jackets and pet harnesses to help hoist ageing dogs along on their daily stroll. Mimimerry is displaying a selection of lace and satin crinoline dresses with ¥50,000 (€307) price tags and names such as Miracle Echelle. Visitors can find everything from Birkin-style dog bags to embroidered bomber jackets for pets.
Companies from the wider region are also making their debut. Heaven Yang is the business manager of Guangzhou brand DJJ Dog Shoes, which sells tiny trainers for small dogs, while Velver from Hong Kong makes gold necklaces using the nose prints of pets. “China is upcoming and growing – but we see growth potential for dog shoes in Japan too,” says Yang. “It’s an underdeveloped market.” Meanwhile, Lee Seung Jae, the CEO of Pengineer, is introducing the Abuba, South Korea’s bestselling dog-carrier backpack, to Japan. The company also produces premium dog goggles, which promise safety, comfort and eye protection from dazzling sunlight.
Over at Airbuggy – whose ubiquitous state-of-the-art pet carts ferry Japanese dogs around town in enviable splendour – long queues are already forming. The scale of the stand reinforces the brand’s dominance. “We wanted to broaden awareness of the pet-stroller market,” says Airbuggy’s Yoko Shimada. “With more than 150,000 Airbuggy pet-cart users, we also wanted to take the opportunity to provide free maintenance stations for our customers and show them our selection of accessories.”
As families shrink, dogs are increasingly lavished with attention as though they were beloved offspring. “We are seeing a growing desire for unique, customised products,” says Shimada. “People want to create their own one-of-a-kind stroller where they choose the colours of the frame, carrycot, handle and drink holder, as well as adding studs and Swarovski decorations.”
Labradors are trying out Airbuggy’s large Air-Cruiser and there’s a long wait for the photo booth. Ageing is a big topic at the event, with owners seeking ways to extend the life of their canine companions. “It has been more than a decade since dog ownership peaked and many of those pets are getting on,” says Shimada. “We anticipate further growth, especially in sectors such as senior pet-care services and insurance. We also expect a rising demand for products and services tailored to specific categories, such as extra-large or smaller breeds. Internationally, we have begun to expand into key markets including the United States, Asia and Europe. In Europe, we have set up a stock point in the Netherlands and, from June, we will launch e-commerce to serve the broader EU market.”
Airbuggy is just one of a number of companies that have adapted human products to meet the demand for pet equivalents. Nappy brand Unicharm is storming the market with its animal nappies – pet-care sales at the company accounted for ¥139bn (€853m) in 2023 (1.7 times greater than 2018), amounting to 15 per cent of total sales.
Toothpaste giant Lion is another crossover success story. “People want to live with their dogs as long as possible, so there’s interest in health-related products – particularly, in our case, dental-care items,” says Lion Pet’s Akiko Ebihara. “We’re seeing growing attention being paid to dental brushes with ultra-fine bristles that can be selected according to the dog’s mouth size. We also receive a lot of inquiries not only about the products but also about how to establish toothbrushing as a comfortable, lasting habit, especially when dogs are reluctant.”
China’s increasingly affluent and dog-loving middle class is inevitably a big focus of attention. “Overseas, we are currently focused on Asia, particularly China, where we aim to contribute to the development of healthy habits for pets through our strength in oral-healthcare products,” says Ebihara. “In the future, we plan to extend our presence to other countries where many families have pets.”
This year also sees the debut of two new zones at Interpets: PetTech and Pet Disaster Preparedness. Vets are being coached in the importance of a business continuity plan in case of disasters, while pet owners are trying out a simulated evacuation scenario and being introduced to the burgeoning industry in preserved pet foods, emergency pet supplies and nursing-care products for injured animals.
Pet technology is likely to dominate the industry in coming years with GPS tracking, cameras, automatic feeders, smart toys and an array of online services and AI products. Panasonic is showing Ziaino, an air purifier designed to remove pet smells, while house builder Hebel Haus has spotted a niche in the market and is promoting its pet-centric developments.
Every day at Interpets, there are talks on business, healthcare and longevity. The Ministry of Agriculture, Forestry and Fisheries discusses pet-food safety laws and there are multiple awards, including one for long-lived dogs, cats and their families.
Where Japan leads, others follow and success here points to growth around the region. “The focus on pet wellness and advances in related technologies mean the pet market in Japan will evolve and diversify,” says Ebihara. “There’s a growing sense of pets as ‘family’.”
This article originally appeared in the Opportunity Edition newspaper 2025, created in collaboration with UBS for their Asian Investment Conference in Hong Kong
