Classy canines

"Pets are no longer just companions but are family members who share our daily joys and emotions. We want to help pet parents live in the moment — to experience life together with their pets," said Tang Yuanlei, founder of Patago.

Founded in 2022, Shanghai-based Patago is recognized as the country's first platform to position pets not merely as companions, but as their owner's partners in a shared lifestyle.

It describes itself as "a refined life guide for pet owners", curating activities such as pet runway fashion shows and photography sessions to outdoor dog-running events.

"Today's pet owners aren't just focused on how to raise their pets well, but on how to experience new things together," Tang said. "A pet wedding or party isn't only for the pets — it's also a way for people to express affection, build identity and connect socially," she said.

The pet population in China's urban areas reached 120 million in 2024, with the urban pet (dog and cat) consumption market exceeding 300 billion yuan ($41.8 billion), according to the 2025 China Pet Industry White Paper.

The consumer report also highlighted a clear demographic shift to younger owners, with individuals born after the 1990s accounting for 41.2 percent of pet owners and those after 2000 more than 25 percent.

As of November 2025, China had 4.98 million registered pet-related enterprises, data from business analytics platform Qichacha shows. In 2024, 1.65 million new companies entered the market, followed by 1.39 million more in the first 11 months of 2025, reflecting strong and sustained growth.

Tang envisions China's pet event industry expanding rapidly.

"In the past three years, especially this year, the growth has been explosive. More brands, ad agencies and organizations are entering the field. Events once designed for adults or children are increasingly becoming experiences shared with pets," she said.

Tang believes the "humanization" of pet culture mirrors deeper social trends. Some owners love dressing up their pets and taking part in runway events, while others prefer health-oriented gatherings like Patago's popular dog-running club.

One of its most memorable events took place in June at Naked Hill in Nanjing, Jiangsu province, with the company's first human-and-pet cross-country run and carnival.

"It was our first Canicross event — a sport popular abroad where humans and dogs run together through natural trails. Dogs love to run, and so do their owners," said Tang, adding it encourages a healthier outdoor lifestyle.