In Shanghai, pet culture goes mobile

What happened Shanghai’s first “pet-friendly” bus route launched on May 24, offering a new solution for pet owners on the move and signaling a shift toward more refined, lifestyle-oriented pet economy services. The hashtag #PetFriendlyTransitLaunch has already garnered 21,200 views on Xiaohongshu (also known as RedNote), with many users sharing their travel experiences and ticketing tips. Operated by Jiutong Business Travel, the route starts at Langxiang Theme Park in Baoshan District and stops at four locations: Jing’an Darun City, Suhewan MixC, Oriental Fisherman’s Wharf, and Shanghai International Fashion Center. The route is designed with pet owners’ leisure, shopping, and travel needs in mind. Suhewan MixC is a popular dog-walking landmark; Oriental Fisherman’s Wharf features a riverside promenade; and the Shanghai International Fashion Center combines dining, shopping, entertainment, and relaxation. The vehicles feature pet-themed designs and are equipped with pet cushions, wet wipes, trash bins, and other amenities. Onboard safety officers verify pet licenses and vaccination records on boarding and monitor pets throughout the journey. The line is undergoing trial operations, running only on weekends with two trips per day. Tickets are priced at 2.8 RMB ($2.78) per person. The Jing Take The 2025 China Pet Industry report estimated that the country’s pet population exceeded 120 million last year, with the urban dog and cat market surpassing $41.1 billion (300 billion RMB). This surge reflects shifting social dynamics. Rising single households and an aging population have elevated pets’ roles as emotional companions, fueling a clear trend toward “pet anthropomorphism.” Shanghai has made the pet economy one of six key initiatives to boost consumption this year. It is home to over 120,000 registered pet-related businesses and the nation’s highest number of pet stores and veterinary clinics. Estimates show more than 1 million pet dogs and 1.2 million pet cats live in Shanghai. The city is developing into a “pet-friendly” metropolis, accelerating growth across pet travel, healthcare, insurance, and more. Themed pet stores, pet-friendly malls, and “pet-themed” hotels, are expanding consumption scenarios. More brands are recognizing that pets are not just “family members” but also vital emotional bridges between brands and consumers. Recently, sportswear giant Adidas launched its first Trefoil pet collection, featuring pet T-shirts, collars, and faux leather pet bags. The collection quickly gained popularity among young consumers, but also drew criticism. On May 20, a Xiaohongshu user accused the brand of misleading consumers by marketing pet apparel that doesn’t fit medium to large breeds like Border Collies, despite featuring such dogs in ads. The user suggested the brand was exploiting the pet economy trend without addressing real pet needs. Many commenters agreed, voicing similar concerns and frustrations. With platforms like Xiaohongshu and Weibo becoming key channels for young people to share authentic experiences, a single consumer complaint can quickly gain traction and resonate widely. In the pet industry — a sector defined by strong emotions and trust — any misstep can damage long-term brand loyalty. Brands entering the segment must move beyond short-sighted reliance on hype and concept marketing. Instead, they need to focus on the real needs of pets and their owners, emphasizing personalized, science-backed product design. In short, the pet economy is not just a market opportunity, but a rigorous test of a brand’s R&D capabilities and consumer insight. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

In Shanghai, pet culture goes mobile

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Published May 29, 2025

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In Shanghai, pet culture goes mobile