Monthly Kindergarten Fees at 1.5 Million Won "More Expensive Than University Tuition"... The Private Education Era for Dogs [Pet&Life]

Monthly Fees in Gangnam Reach 1.5 Million Won
Dog Education Costs Surpass College Tuition
From Socialization Training to Underwater Treadmills

As the so-called "Pet Humanization" culture, where people raise their pets like children, continues to spread, the related education market is also expanding. Consumption related to companion animals, which used to focus on food, treats, and veterinary care, is now expanding into service areas such as kindergartens, behavioral correction, fitness, and sports education.

According to the Korea Rural Economic Institute and industry sources on June 19, the size of the companion animal-related industry grew by 77.7% in five years, from KRW 1.8994 trillion in 2015 to KRW 3.3753 trillion in 2020. The industry forecasts that the market size will surpass KRW 6 trillion next year. The number of businesses related to companion animals also increased from 13,491 in 2018 to 22,076 in 2022.

In particular, dog kindergartens are drawing attention. This is due to a significant increase in demand for leaving dogs at care facilities, as dual-income couples and single-person households become more common. According to the KB Management Research Institute, the percentage of respondents who said they entrusted their pets to facilities such as kindergartens, hotels, or pet sitters when left alone at home rose from 11.4% in 2021 to 33.5% in 2023.

Kindergarten Fees Higher Than College Tuition

Dog kindergartens have now established themselves as educational service providers, beyond simple care facilities. At a premium dog kindergarten in Seongsu-dong, Seoul, the monthly fee for small dogs is KRW 1,320,000 and for medium-sized dogs KRW 1,500,000, based on a three-times-a-week program. This package includes pickup service and nighttime programs. Another kindergarten in Nonhyeon-dong charges KRW 925,000 per month for small dogs and KRW 1,385,000 per month for medium-sized dogs for a five-days-a-week program. They operate by dividing students according to personality and assigning homeroom teachers. Monthly fees for dog kindergartens in Seoul's Gangnam area generally range from KRW 800,000 to KRW 1,500,000. Some premium facilities combine hotel services and personal training, resulting in higher costs.

This is even more expensive than college tuition. According to the Korean Council for University Education, the average annual tuition at private universities last year was KRW 7,692,000. This translates to about KRW 640,000 per month.

Dogs' daily routines at these facilities are also systematic. They arrive at 8 a.m. for group behavior training and enrichment classes, and have their health checked. After lunch, one-on-one customized training is provided. In the afternoon, play sessions, educational activities with teaching aids, and group manners training follow. Before dismissal, grooming services and consultations for guardians are also offered.

The reasons guardians send their dogs to kindergarten go beyond simple care. According to a survey by the Korea Consumer Agency, the most common reason for using dog kindergartens was "the need for socialization training" at 71.0%. This was followed by "provision of various play activities" at 63.0%, and "no guardian available at home" at 56.7%.

An industry insider said, "In the past, the main concept was to leave dogs at a facility while the guardian was away. Recently, however, more people are sending their dogs for socialization education and behavioral correction, so dog kindergartens are functioning as educational institutions."

Education Programs Diversifying to Include Fitness and Agility

The dog education market is expanding with specialized programs. Representative programs include underwater treadmills, fitness, agility, and obedience training. The underwater treadmill is a form of exercise that builds muscle strength while reducing joint strain by using a treadmill in water. Agility is a dog sport where pets navigate obstacles such as tunnels, hurdles, and seesaws, while obedience training teaches dogs to follow their guardian's commands.

Most of these programs are conducted one-on-one by professional trainers, and fees range from KRW 50,000 to KRW 100,000 per session. The industry cites retired middle-aged people, "gold misses," and dual-income couples in their 30s and 40s without children ("dinks") as the main customer base. In particular, the trend is that dual-income couples without children are willing to spend generously on their pets.

The scope of the companion animal industry is also broadening. Starting with essential supplies and appliances needed immediately after adoption, the industry is developing into a full life-cycle business, encompassing kindergartens, hotels, insurance, healthcare, rehabilitation, and funeral services.

Pay Attention to Contract Termination and Safety Incidents

As the market grows, consumer complaints are also increasing. According to the Korea Consumer Agency, there were 95 consultations related to dog kindergartens received by the 1372 Consumer Counseling Center over the past five years. Of these, 85.3% were complaints related to contracts, such as termination and refunds. In particular, a large proportion of complaints concerned refusal of refunds upon early termination. In fact, a survey by the Consumer Agency of 64 dog kindergartens in Seoul found that 37.5% of businesses said they would not provide refunds in the event of early termination due to a simple change of mind.

Safety issues are also a major source of complaints. Among those who had used dog kindergartens, 26% reported having experienced some kind of damage. The most common types of damage were safety accidents due to staff negligence and failure to provide promised programs, each accounting for 52.6%. Additionally, 39.7% said they were not immediately notified when their dog suffered a health problem.

The issue of managing large and small dogs together has also been raised. According to the Consumer Agency survey, 22.6% of users said that the facilities did not distinguish between large and small dogs. Some businesses were found to manage dogs of significantly different sizes together in the same space, simply because they had gentle temperaments.

An industry insider said, "As the number of dog kindergartens increases, educational programs are becoming more diverse, but consumer protection measures and safety management standards have not yet kept pace with the speed of market growth. As the culture of treating pets as family spreads, related systems need to be improved as well."

This content was produced with the assistance of AI translation services.