With a growing number of so-called ‘petfam’ South Koreans regard their companion animals as family members, the retail industry is launching various marketing campaigns to target this new demographic.

A new Lotte Home Shopping marketing campaign attempts to reach the petfam demographic via a mobile live broadcast “hosted” by dogs. The dogs will demonstrate products specially discounted for the broadcast.

Local hypermarket chain Homeplus is similarly targeting the petfam market with a new petcare tips channel on YouTube.

Lotte Home Shopping, a shopping unit of retail conglomerate Lotte, will present a unique mobile live broadcast featuring a pet dog as a show host to mark the second anniversary of the opening of its pet product section Cocoya.

In a mobile live broadcast on the afternoon of December 16, two dogs will be shown wearing winter products and water purifiers as well as healthy functional foods for dogs will be demonstrated.

In addition, pet products will be sold at up to 30 per cent off.

The Homeplus channel broadcasts, which will air every second Thursday until February, will feature a cast revealing tips and know-how for raising pets. Brian from the vocal group Fly to the Sky, who has three Maltese, will team with a dog expert to share their know-how in taming dogs and how to nurture their individual talents.

• Original reporting by D M Park of Korea Bizwire.