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With fewer and fewer marriages, and more and more loneliness, a phenomenon that goes by the name of Honjok (혼족). The growth of pets in the home, especially during covid, and to compensate for loneliness, is making itself felt. However, another phenomenon has been growing in South Korea recently, the ” pet rock “. Company pebbles are developing as a curiosity.
The surprising phenomenon of “pet rocks” in South Korea: an economical alternative to traditional pets. Faced with an aging population and intense work rhythms, South Korea is “innovating” in companionship with an unexpected solution:
pet pebbles. This unique trend is emerging as many South Koreans, faced with the financial and time constraints involved with traditional pets, seek a soothing alternative to dogs and cats. While the Covid pandemic initially drove Koreans towards pet adoption, the long working days and responsibilities involved in caring for them have led to the emergence of this surprisingly comforting mineral solution.
Listening, patience, and confidences …
In the South Korean workplace, where working weeks stretch to 52 hours (40 legal hours plus 12 hours overtime), an innovative solution is emerging to combat loneliness: companion stones. These mineral confidants, marketed by companies such as Chess Peace, which sells 200 a month, offer a comforting presence to exhausted workers. More than just a pebble, these silent companions stand out for their infinite capacity to listen and their reassuring constancy. From natural pebbles in gray and white patterns to sophisticated amethysts, each stone is presented in its “habitat” – a delicate white box topped by a black felt-tip roof. Owners can place their mineral companion next to their computer or on their bedside table, creating a permanent, non-judgmental space of confidence.
A precedent in the United States
Pet Rocks were born in the United States. Marketing expert Gary Dahl created Pet Rock in the 70s. His concept was an immediate success. The company sells over a million units.
The Pet Rock story: when a simple pebble became a marketing phenomenon
An ordinary egg-shaped rock, similar to those found in any garden, sold for $3.95. Yet this unlikely concept won over a million consumers in 1975. Newsweek called it “the most ridiculously successful marketing plan of all time”.
Gary Dahl, a controversial figure in American marketing, was the creator of this brilliant idea. Died on March 23 at the age of 78, this modest advertising copywriter had no intention of revolutionizing the market. His no-strings-attached, no-commitment pet concept perfectly captured the spirit of the 70s.
Comparable to P.T. Barnum’s famous “pebble soup”, Pet Rocks turned Dahl into an almost instant millionaire. Barnum, Pet Rocks turned Dahl into a millionaire almost instantly. Buyers, with a mixture of pride and mild embarrassment, helped create a veritable cultural phenomenon.
Today, the expression “pet rock” persists in the American language. It evokes either a totally useless object or a dazzling commercial success, depending on the tone used. This duality perfectly reflects the complex heritage of this unique marketing innovation.
The South Korean version
South Korea is rediscovering this trend. The price remains affordable: 13,000 won (9 euros). Each kit contains a pebble and its cardboard house. Owners love to personalize their mineral companion. A straw hat can adorn the pebble. Self-adhesive eyes bring the stone to life. The cowboy costume costs just 990 won.
Social networks are overflowing with original creations. Some are building miniature studios. A simple shoebox becomes a small habitat. Local media are covering this growing phenomenon. The concept is seductive in its simplicity. Its success continues to grow.
Pet rocks in kpop?
SEVENTEEN’s Jeonghan (윤정한) introduced his pet Doljjong to the world, and fans couldn’t get enough of his relationship with his dream stone.
Jeonghan was a conscientious caregiver, giving Doljjong warm baths and a lovely home with everything they needed. And despite a question-and-answer session to answer fans’ questions
questions about his pet, there was one other thing everyone wanted to know.
During Jun and Jeonghan’s interview with Vogue Korea magazine, the media mentioned a rumor about Doljjong. They had heard that Jeonghan had “let him loose in the wild”. Jeonghan immediately denied this claim: “No, I didn’t let him loose in the wild.” He then gave an update to all the fans who were wondering about Doljjong.
Jeonghan allayed Carats’ concerns. The idol said, “Jeonghan’s pet stone, Doljjong, is doing well. Don’t worry.”
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