In recent years, a heartwarming digital phenomenon has taken root across Chinese social media: pet influencers are stealing the spotlight. Disheartened by the pressures of China’s intense work culture and an increasingly competitive job market, young people are turning to lighthearted pet videos for emotional relief. These adorable online stars—dogs, cats, and everything in between—are not just bringing joy but also fueling a booming pet economy worth billions.
At the heart of this trend is Oka, a red Shiba Inu whose irresistible grin first gained fame through WeChat stickers. Now, with four YouTube videos surpassing 1 million views each, Oka has become a full-fledged digital celebrity. Alongside her black-and-tan sister Chako, the duo captivates over 300,000 followers on Bilibili and maintains a strong presence on Weibo, Instagram, and YouTube.
The Rise of a Canine Content Creator
Oka’s content may seem simple—playing in the snow, dozing off during a massage, or nudging her owner for affection—but it’s precisely this authenticity that resonates with fans. There’s no elaborate scripting, just candid moments of daily life.
“When we started making videos, we wanted to document Oka and Chako’s daily life,” says Susan, Oka’s owner. “And I think this is what their fans love to see—their true and natural selves.”
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Susan, who moved from China to Canada for graduate studies, initially hesitated to adopt pets due to the uncertainties of student life and immigration. Like many international students, she feared becoming a “remiss pet parent” if forced to relocate or abandon her animal.
After settling in Ontario and launching her career in marketing, Susan finally welcomed Oka into her home in 2018—the same year she created the “Oka the Shiba Inu” YouTube channel. What began as a personal photo album evolved into a viral content empire after Susan posted a video “on a whim.”
The success of Oka’s channel eventually led Susan to leave her corporate job and become a full-time YouTuber and stay-at-home mom—a transition made possible by the monetization potential of pet influencer platforms.
From Pet Lover to Pet Publicist
Susan’s journey mirrors that of other pet influencers worldwide. Take Loni Edwards, a former lawyer who adopted French bulldog Chloe to combat loneliness in entrepreneurship. Chloe’s Instagram fame quickly snowballed into brand deals and industry events, ultimately inspiring Edwards to launch The Dog Agency—the first marketing firm dedicated exclusively to pet influencers.
This growing ecosystem reflects a broader shift: pets aren’t just companions; they’re content creators with real commercial value.
The Business of Cute: Monetizing Pet Fame
While Oka enjoys a loyal fanbase, she’s just one star in a galaxy of A-list animal influencers dominating Chinese platforms. On Bilibili, cat channel 花花与三猫CatLive boasts over 3 million followers. On Douyin (China’s TikTok), Scottish Fold Erdou commands nearly 40 million fans—more than some human celebrities.
Golden retriever Danhuang follows closely behind with over 20 million followers, proving that dogs too have star power.
These influencers generate income through multiple streams:
- E-commerce stores on Taobao selling branded pet products
- Product placements from pet food and accessory brands
- Live commerce livestreams where owners promote goods in real time
To help navigate this complex landscape, specialized multi-channel networks (MCNs) like Denke Video support pet creators with content strategy, audience growth tactics, and brand partnership facilitation.
Dongdong Liu, founder of Denke Video, emphasizes that success hinges on more than cuteness. “The linchpin of attaining popularity is establishing a strong ‘persona,’” he says. Whether it’s a sassy ragdoll cat or a border collie that fetches groceries, viewers crave distinct personalities.
Platform-specific strategies also play a crucial role:
- Douyin favors short, scripted, anthropomorphized clips with punchy narratives
- Bilibili thrives on longer-form, authentic vlogs showcasing real pet-owner dynamics
The Psychology Behind Pet Videos
Why are millions drawn to watch pets nap, eat, or play tug-of-war? Science offers compelling answers.
Research shows that watching pet videos significantly reduces anxiety and boosts emotional well-being. One study published in Computers in Human Behavior found that exposure to cute animal images increases behavioral carefulness and positive emotions. Another report confirms that even brief interactions with pet content enhance life satisfaction.
“For those who don’t have pets, they delight in raising pets virtually,” Susan observes. “It gives them a sense of connection.”
This concept—known as “cloud pet raising”—has become especially popular among urban Chinese youth who face housing restrictions or financial barriers to pet ownership. By following influencers like Oka or Erdou, they experience the joys of pet companionship without the responsibilities.
FAQ: Understanding China’s Pet Influencer Boom
Q: What makes a pet influencer successful?
A: Authenticity, consistency, and a well-defined personality. Whether playful, mischievous, or aloof, pets that display relatable traits build stronger emotional bonds with audiences.
Q: How do pet influencers make money?
A: Through brand sponsorships, merchandise sales, live-streamed e-commerce events, and affiliate marketing—all typically managed by owners or MCNs.
Q: Is there a difference between pet content on Douyin vs. Bilibili?
A: Yes. Douyin favors short, entertaining clips often enhanced with effects and voiceovers. Bilibili audiences prefer longer, unfiltered vlogs that reflect real-life pet-owner relationships.
Q: Who watches pet videos the most?
A: According to industry reports, 46.3% of pet owners in China were born after 1990. Even non-pet owners—especially young professionals—form a core audience seeking stress relief and emotional comfort.
Q: Can anyone turn their pet into an influencer?
A: While virality is unpredictable, consistent posting, platform-specific optimization, and audience engagement increase chances. Partnering with an MCN can also accelerate growth.
👉 Learn how digital communities are reshaping modern companionship.
The Expanding Pet Economy
The rise of pet influencers is both a symptom and driver of China’s rapidly growing pet economy. In 2021 alone, the market reached 249 billion RMB (over $37 billion USD)—a surge of more than 20% year-on-year.
According to Pethadoop, a leading pet industry research group, most spending occurs online. Pet food, toys, grooming supplies, and health supplements dominate e-commerce platforms like Taobao and JD.com.
Live streaming has further accelerated sales. As Liu notes, “When pet influencers gain traction, we encourage owners to appear on camera—because they’re the ones who will lead successful live commerce sessions.”
This synergy between entertainment and commerce underscores a new digital economy where emotional engagement translates directly into consumer behavior.
A Digital Refuge for Modern Life
Ultimately, the popularity of pet influencers reflects deeper societal shifts. As urban life intensifies and traditional family structures evolve, pets offer unconditional affection in an uncertain world.
For young Chinese adults navigating career instability and social isolation, watching Oka chase snowflakes or Chako beg for treats provides more than laughter—it offers comfort.
“Even before we raised pets,” Susan recalls, “I used to save photos of cute animals on my phone to cheer myself up.”
Today, millions do the same—tuning in not just for entertainment, but for emotional connection.
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As long as stress exists, there will be demand for moments of pure delight—and few things deliver that better than a puppy’s wagging tail or a kitten’s clumsy leap.
The age of the pet influencer isn’t just here. It’s thriving—one paw print at a time.
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