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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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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