Welcome to Japan’s untameable pet boom. Pampered pooches are currently all the rage in Japan and the nation’s unbridled passion for pets is currently tapping into all sectors of society.

Monocolumn is Monocle’s daily bulletin of news and opinion. Catch up with previous editions here.

The model reclines on a camouflage pillow, a bandana tied casually around his neck above a red T-shirt with a white logo. So far, so Tokyo street-chic. Except for one thing: the model is not a human being, it’s a dog.

Welcome to Japan’s untameable pet boom. Pampered pooches are currently all the rage in Japan and the nation’s unbridled passion for pets is currently tapping into all sectors of society.

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