Session #1-2 The inspiration behind launching 'Inu no Kimochi' and its current state

Continuing from the previous installment, Masaaki Ito, founding editor of Benesse Corporation's "Inu no Kimochi" and "Neko no Kimochi," and Seiko Ake, who launched Dentsu Inc.'s in-house pet specialist team Think Pet Project, discussed the potential of the pet industry.

Pet Business Thrives on "Love"

Akashi: This is something I've felt while working on the Think Pet Project. I believe the key to success in the pet business is that the people involved genuinely love pets. For example, having just one animal lover among the clients can make a project progress rapidly and sometimes lead to unexpected expansions. I think this is a unique characteristic of the pet business.

Ito: Working on 'Inu no Kimochi' and 'Neko no Kimochi,' I felt the readers' affection for the themes covered in the magazines was overwhelmingly greater than any other publications I'd been involved with. The creators feel the same way. When launching 'Inu no Kimochi,' we recruited project participants internally. It was striking how members who previously just followed instructions became proactive, like going out to do sales themselves. Everyone who joined was vibrant and took the initiative. Plus, the people in the pet industry are genuinely passionate and dedicated. When we visited animal hospitals and pet shops for sales pitches, some even agreed to display our flyers for free after we explained the project's intent and philosophy. Because this business thrives on the love from both creators and consumers, I always emphasized to the staff, above all else: "Let's do this sincerely, purely sincerely."

Akashi: There's a real thrill in seeing a business move forward on the strength of everyone's passion, isn't there? The Think Pet Project members started small, gathering dog and cat lovers within the company. But with the cooperation of animal lovers – like creators who voluntarily designed logos after supporting the project – it gradually grew. Launching this consortium with Benesse now feels like a significant step forward.

"Connecting by Line, Showing by Surface" Business Model

Akashi: Mr. Ito, what kinds of products and services do you think will be needed in the future pet industry?

Ito: Specifically for Japan, I think services addressing the aging of pets will be needed. For example, pets are aging alongside their human companions now. Especially with large breeds like Labrador Retrievers and Golden Retrievers, caring for them becomes very difficult when they reach a state akin to "elderly caring for the elderly." While businesses for graves and funerals are emerging, services for the preceding stage, like caregiving, haven't developed much yet.

Akashi: A member of the Think Pet Project team had a cat that lived to be 20 years old. When they took the cat to the vet during an illness, the vet reportedly said, "I've never treated a cat that lived this long, so I'm not confident." As pets age, the veterinary world is encountering uncharted territory. I think we all need to work together to find solutions for this.

Ito: While pets living longer is inherently positive, we must properly address the various accompanying issues. Regarding aging, I hope we can create mechanisms that aren't just standalone businesses, but systems where everyone contributes to make things work smoothly, fostering communities built on that foundation. Even if these aren't large-scale ventures themselves, they could potentially spawn various businesses from within the community. Germany has a "dog tax," but imposing taxes on pets in Japan might be difficult.

Akashi: We previously conducted a survey asking, "What should be done to make life easier for pets in Japan?" Responses included suggestions like "Implement a certification exam for pet owners, requiring only qualified individuals to become owners" and "Introduce a pet tax." While not the majority opinion, it seems this awareness is beginning to emerge among pet owners.

Ito: If there were taxes, we could create dog schools or owner schools where people could learn training methods and etiquette affordably. A pet tax wouldn't mean only those with financial means could own pets. Instead, it might enable everyone capable of taking responsibility for a dog to do so. Compared to countries like Germany, where this mindset is deeply ingrained, Japan perhaps still lacks widespread awareness of the "responsibility that comes with caring for a life." While movements for training ordinances are emerging, I believe that if this sense of responsibility spreads—even among non-pet owners—it will lead to a more livable society for all.

Akashi: Our independent research also revealed that pet owners have a very high willingness to spend money for their pets. Of course, this doesn't mean simply offering high-priced items; I believe there's significant potential to uncover products and services that solve their specific problems.

Ito: Basic products and services are already available, so I expect we'll see more high-value-added products and segmented services emerge going forward. In that sense, the pet industry has entered a mature phase. Personally, I hope to see more products and services supporting people who want pets but find it difficult to keep them. Just because the average household size and number of children have decreased doesn't mean everyone can keep a pet. Within that context, isn't it necessary to create an environment where those who want to keep pets can do so without anxiety? We want to create a business model where everyone, including pet shops and veterinary hospitals, can thrive together, not just new products and services. It will be step by step.

Akashi: The Design with Pet Project also prioritizes connecting the dots, linking them into lines, and presenting them as a whole. What's difficult for one company alone can be achieved by bringing together 10 or 50 companies. Building on the insights Mr. Ito and his team have cultivated so far, we want to collaborate with various companies to create new business models. I believe the pet industry, driven by everyone's "love," holds immense potential.