Gyeonggi Province partners with Naver to boost local pet product brands

In a country where pets are increasingly treated as full-fledged family members, Korea’s most populous province is stepping in to give local pet supply startups a digital boost. Gyeonggi Province said it has teamed up with Naver Happybean — the charitable and social impact arm of Korea’s dominant search engine operator — to launch Gyeonggi Petstar, a monthlong online showcase designed to connect homegrown pet businesses directly with consumers nationwide. Running through Oct. 11, the virtual storefront on Naver Happybean’s Empathy Store offers a curated selection of high-quality treats, pet essentials and walking accessories crafted by local small and medium-sized enterprises (SMEs). To entice shoppers, the platform is offering 30 percent discount coupons alongside extra Naver Pay point rewards. The initiative targets a fundamental hurdle for small businesses in Korea's crowded retail market: digital visibility. While many local makers produce premium goods, standing out on massive e-commerce platforms often requires marketing budgets that fledgling brands simply do not have. T