Every month, there are thousands of dogs and cats waiting to be adopted. So, an interesting marketing campaign is being used to find homes for these animals.

The movement began in Jeju Island with a man named Gu Nak-hyeon. In November 2021, he came across a litter of seven puppies. They were abandoned next to some trash.

Gu did not take them to an animal shelter, where their chance of adoption was small. Instead, he tried to find homes for the cute animals himself.

Gu came up with an interesting way to promote the puppies online. He named them Jeju Tangerines, as if they were a seven-member K-pop group. He also dressed them up in adorable tangerine costumes and took their photos.

Calling himself the “head of Mandarin Entertainment,” he uploaded the photos on social media. He wrote that the puppies were “idols waiting for their debut (adoption).”

The online response was huge, and Gu received many requests to adopt the puppies. Later, Gu created other doggy idol groups, including Jeju Mandarin Oranges and a group of older dogs named Noji Citrus.

Inspired by Gu’s efforts, the Korean Animal Welfare Association* recently tried a similar strategy by creating the group, 11 Kitties, with its older cats.

* Korean Animal Welfare Association 동물자유연대

Source- https://www.ebse.co.kr/apps/online/paperView.do?course_id=ECLIP000001983