From Family to Business Opportunity

Pets are no longer merely companions at home. They have transformed into family members for their owners and have the potential to open up business opportunities. The relationship between humans and pets, as well as the dynamics of this industry, is reflected in the Indonesia International Pet Expo (IIPE) 2025.

Herlina Oktaviani (26) pushes a stroller or baby carriage while attending IIPE in Hall 6 of the Indonesia Convention Exhibition (ICE) BSD City, Tangerang Regency, Banten, Friday (31/10/2025) afternoon. In her stroller, there are pillows, a cream blanket, and two portable fans.

Several times, passing visitors stole glances into the stroller. They even asked for photos with Bubu, who was sleeping soundly under the blanket. Some even stroked Bubu, who was wearing a cream outfit. Instead of getting angry, Herlina smiled at the sight.

Bubu is not Lina’s biological child, as Herlina is known. Bubu is a four-year-old Persian Medium-sized cat. To this mother of two, Bubu is like her baby. For example, the top of her stroller reads, “Ninu ninu ninu ada… Bubu and Family.”

“The Bubu family consists of myself, my husband, our two children, and a cat that is at home. He does not join us because he is an introvert,” said Lina, who came with her husband. Bubu has been part of Lina’s family since the furry child was adopted at the age of three months, about four years ago.

“At that time, I was indeed looking to have a pet and was interested in Bubu. Moreover, among its siblings, only Bubu had not been adopted. So, we decided to keep it. The price was also quite affordable,” Lina revealed. For her, the kitten has become one of the “remedies” for stress relief.

Moreover, at that time, the coronavirus or Covid-19 was still spreading and forcing the community to limit their mobility. The family furniture store managed by Lina was also not spared from the impacts of the pandemic. Amidst the turmoil, Bubu became a source of comfort for Lina and her family.

Bubu also accompanied her through those difficult times. “He’s been with us from when we had nothing, truly pioneering, until, thank God, we’re now. Back then, the three of us rode motorcycles with Bubu, getting caught in the rain. Now, he has a car. He’s like our son,” she said.

The fluffy cat, with its white and gray ears, brings Lina good luck. Many netizens on social media are fans of Bubu. On Instagram, for example, the account bubu_berponi has over 115,000 followers.

In fact, her TikTok following has reached 300,000. Lina often receives requests for product endorsements, particularly for cat food. However, she considers the “fame” a bonus. The most important thing, she says, is her pet’s health.

For example, every three months, her two cats need to receive flea drops. Physical care, or grooming, is even done every two weeks. Her pets also need to be fed wet food (a soft-textured cat food).

“One portion can cost between Rp 5,000 and Rp 7,000. So, I can spend around Rp 4 million for the needs of two pets,” said Lina. She also promised to continue caring for her two cats as if they were family. She does not want to be like others who only love their pets when they are young.

Pet industry

Bubu is one example of how pets can become family and even create business opportunities. For Lina, Bubu paved the way for endorsements. However, a broader perspective reveals that pet food, clinics, and even pet-specific clothing are also growing.

The pets present at the IIPE, for instance, generally wore clothing and diapers. In fact, some of them tried various foods or enjoyed the salon available at the exhibition venue. It is no surprise that the scent of the pets did not disturb the visitors’ sense of smell at all.

The barking of dogs also added to the lively atmosphere. Pet lovers were even busier socializing, consulting with the clinic managers, and shopping for their pets’ needs. Some of them even brought suitcases to accommodate the purchases for their pets.

IIPE, which takes place from Friday (31/10/2025) to Sunday (2/11/2025), illustrates the vibrancy of the pet industry. In this annual exhibition, there are 300 participants from 10 countries. These hundreds of participants include feed companies, clinics, and pet apparel.

Didit Siswodwiatmoko, Chief Executive Officer of PT Temali Indonesia, the organizer of IIPE, stated that this pet exhibition has been held since 2017. The idea of hosting IIPE was driven by his concern for pets and the growth of businesses related to this field.

Initially, IIPE was held in only two large halls with fewer than 100 exhibitors. This number has grown to six halls, namely Halls 5-10 ICE BSD City. Around 300 exhibitors from more than 10 countries participated in this year’s IIPE.

Although it did not record the transaction value of the exhibition, according to Didit, the increase in participants and the size of the space indicate the significant potential of the pet industry in the country. Another indicator is the presence of foreign exhibitors from countries such as China and Turkey at this event.

“There is data showing that 72 percent of the Indonesian population owns pets, whether they are fish, cats, or dogs. Of that number, 46 percent own cats. Therefore, the market potential (pet industry) is very large,” Didit stated.

The Chairman of the Indonesian Animal Medicine Association (Asohi), Drh Akhmad Harris Priyadi, stated that the Covid-19 pandemic was a pivotal moment for the increase in pet ownership. “People were stressed from staying at home during the pandemic. Pets were seen as a solution,” he said.

Moreover, Harris assessed that the “explosion” of pet ownership indicates an improvement in the community’s economy. “When basic needs such as food and clothing are met, people begin to seek tertiary needs, such as pets,” he stated.

This trend has triggered an increased demand for food, medicine, and pet care. However, pet food still relies on imports, such as from Vietnam, Thailand, and even the United States. “In the past, imports could reach up to 95 percent,” he said.

However, this need is beginning to be met by livestock and fish feed companies as well as micro, small, and medium enterprises (UMKM) in line with the growth of the pet industry. “Most pharmaceuticals are still imported because the market scale is not yet large here,” said Harris.

Regarding pet health, the Chairman of the Indonesian Veterinary Association Branch Banten II, Joko Ismadi, believes that public understanding is beginning to improve. This is evident from the proliferation of veterinary clinics in the Banten II region or the Tangerang Raya area over the past seven years.

Currently, there are nearly 500 members of veterinarians in the region, with 220 veterinarians holding practice licenses. Approximately 40 animal clinics are also officially licensed. “Our target is that by 2025, all practicing veterinarians will also have practice location permits or clinic licenses,” he stated.

Pets are considered part of the family. When pets get sick, their owners experience stress and sadness.

Joko also hopes that the public increasingly understands the importance of animal health, especially for those that are kept as pets. Zoonoses, or diseases transmitted from animals to humans, such as rabies, continue to pose a threat to the community. Education related to animal health needs to be continuously promoted.

“Viruses can attack anyone regardless of social status. Awareness of zoonosis is very important. Pets are considered part of the family. When an animal is sick, the owner also experiences stress or sadness,” he stated.