Kiwi pet-industry entrepreneurs sniff out opportunities at Japan expo
In this article, we chat with Mister Loyal founder Meiken Bassant about taking part in the Foundation's pet industry delegation to Japan. During the visit, the group toured pet stores, met with officials, forged industry connections and attended one of Japan’s largest pet expos, Interpets. What Meiken discovered was a pet industry unlike any other — one that presents exciting opportunities for Kiwi businesses.
The delegates paid homage to Tokyo's most famous pet, Hachiko, at a statue erected in his honour in 1934
Could you describe My Loyal?
Meiken: Mister Loyal is a design-led pet product brand set to launch in 2025 with a line of innovative food storage solutions for dogs and cats. Our goal is to bring elevated, aesthetically pleasing products to the pet care space—items that blend with modern home decor while offering superior functionality. We are aiming to bring something truly fresh to market that aligns with the lifestyle and values of today’s pet owners.
Why did you want to take part in the Japan Pet Delegation visit?
Meiken: As a brand that has not yet launched, it was a real privilege to be included in the Japan trade delegation. I saw it as an invaluable opportunity to gain early exposure to an international market that aligns with our values.
As well as attending the Interpets expo, the delegates made official visits, visited pet stores and explored Tokyo
Japan’s strong design culture, sophisticated retail environment, and unique approach to pet ownership made it especially compelling. Beyond that, I gained immense value from spending time with the other delegates—many of whom have successfully navigated similar journeys.
Their generosity in sharing insights and experiences was valuable, and the trip gave me a clearer sense of the strategic planning required to enter a market like Japan.
What was your experience in Japan like?
Meiken: It was my first time visiting Japan, and Tokyo exceeded every expectation. The energy of the city, the incredible food, and the warmth of the people made a lasting impression.
Meiken: "Tokyo exceeded every expectation"
I was struck by how seamlessly tradition and modernity coexist—something that’s reflected in everything from architecture to customer service.
Experiencing the culture firsthand was deeply inspiring and gave me an even greater appreciation for the values that underpin Japanese society. It made the trip not only professionally valuable, but personally enriching as well.
What was the highlight of the visit?
Meiken: Visiting the pet expo was a particular highlight. It offered a comprehensive look at the landscape we would be entering, from consumer preferences to product innovation. Seeing how deeply integrated pets are in everyday life in Japan was eye-opening.
Meiken: "Seeing how deeply integrated pets are in everyday life in Japan was eye-opening."
The expo allowed us to observe firsthand the kinds of customers we might be targeting and how our brand could resonate in that environment. The retail research we conducted throughout the trip was equally impactful, helping us to think more critically about future product placement and market positioning for Mister Loyal.
How does the Japanese pet industry differ from New Zealand’s?
Meiken: One of the most striking differences is the level of humanisation of pets in Japan. Many dogs are transported in prams, dressed in coordinated outfits—sometimes matching their owners—and even wear nappies. This isn’t something commonly seen in New Zealand, and it highlights the deep emotional connection Japanese pet owners have with their animals.
Meiken: "Pets in Japan are treated almost as children, which significantly shapes consumer expectations."
Pets in Japan are treated almost as children, which significantly shapes consumer expectations. This was a key insight for me, as it underscores the importance of aligning our products not just with function and design, but with the emotional and lifestyle dimensions of pet ownership. Understanding this will be crucial as we plan our entry into the Japanese market.
Do you see a market in Japan for Mister Loyal?
Meiken: Without a doubt. The emphasis in Japan on quality, design, and emotional connection aligns perfectly with the values at the core of Mister Loyal. During our visit, I didn’t encounter any direct competitors offering what we’re developing—design-forward, integrated home storage for pet food—which gives us reason to be optimistic.
There’s clearly a space in the market for premium, thoughtfully designed pet products, and we’re excited about the potential to fill that gap in a way that resonates with Japanese consumers.
Has the visit helped built your confidence about expanding Mister Loyal into Japan or elsewhere in Asia?
Meiken: Yes, I feel more prepared and confident. The trip provided essential context that would have been very difficult to obtain remotely.
Meiken says travelling with and getting to know her fellow delegates was invaluable
From understanding consumer behaviour to learning about local distribution and retail environments, the insights gained have helped me build a clearer roadmap for market entry.
Equally valuable was the sense of community among the delegates—many of whom have remained in touch and continue to be generous with their advice and support. For a new business like Mister Loyal, that network is invaluable.
The Foundation's Business Programme supports New Zealand companies to better understand Asia so they can make the most of opportunities in the region. We are also focussed on growing the next generation of Asia-savvy business leaders.
Our business team leads delegations of New Zealand business leaders to countries in Asia on sector specific visits to learn about the local business environment and make industry connections.
