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🇸🇬 Singapore /Culture & Society

China’s pet owners splurge on pre-schools to pamper puppies

From The Straits Times · () English

Summarized and contextualized by DistantNews.

At a glance

News Named sources Context piece
  • A new type of pre-school for puppies is rapidly growing in China, catering to owners who view pets as family.
  • These schools offer activities like games, treadmills, and classical music, alongside freshly made snacks.
  • The pet consumption market in China is projected to exceed 405 billion yuan by 2028, driven by younger consumers prioritizing experiences.

A new breed of pre-school in Shanghai is catering to China's booming pet industry, offering a pampered experience for puppies. Paw³, a kindergarten for dogs, provides a tightly scheduled day of interactive games, obstacle courses, naps accompanied by classical music, and healthy snacks. Owners pick up their pets around 7 p.m., after a day designed for socialization and enrichment rather than strict training.

We raise our dog like a child.

— Qian YiQian Yi, owner of a border collie named Harry, describes the approach to pet care that drives demand for services like dog kindergartens.

"We raise our dog like a child," said Qian Yi, whose one-year-old border collie, Harry, attends Paw³ every weekday. This sentiment reflects a broader trend in China, where declining birth rates and structural shifts in the consumer economy lead younger, urban dwellers to treat pets as family members. They prioritize spending on experiences and emotional fulfillment, driving demand for higher-value services like daycare, grooming, and specialized training.

Industry research firm Pet Data forecasts the urban pet consumption market to reach over 405 billion yuan by 2028. Paw³ founder Jann Zhang was inspired to create the kindergarten after struggling with his own dog's anxiety-related behavioral issues. He observed a lack of socialization opportunities and aimed to provide a space for dogs to interact. Since its inception with fewer than 20 clients, Paw³ has grown to 200, with daily fees ranging from 98 to 138 yuan depending on the dog's size.

I was hoping to give my own dog more space to be social, so I could distract his attention. That’s how the idea of opening the kindergarten came about.

— Jann ZhangJann Zhang, founder of Paw³, explains his motivation for starting the dog kindergarten after experiencing behavioral issues with his own dog.

William Tang, whose border collie Cinderella attends the kindergarten, finds the concept appealing. "What attracts me most about the place is that it gives dogs a space of their own," he said. The school's success highlights a growing market for specialized pet services, driven by owners' deep emotional investment in their canine companions.

What attracts me most about the place is that it gives dogs a space of their own.

— William TangWilliam Tang, a client of Paw³, shares his positive view on the kindergarten's focus on providing a dedicated space for dogs.
DistantNews Editorial

Originally published by The Straits Times. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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