Fluv drives shift in Taiwan’s pet care landscape

毛小愛 推動台灣寵物照顧格局變革

Platform's growth signals cultural shift in how Taiwan cares for pets


TAIPEI (Taiwan News) — Taiwan’s pet care landscape is transforming with the rise of Fluv, a digital platform that connects pet owners with local pet sitters.

According to estimates by the Taiwan Institute of Economic Research, the country's pet industry reached NT$63 billion (US$2 billion) in 2023. The number of registered cats and dogs exceeded that of newborns by nearly 100,000, CNA reported.

Fluv is tapping into this growing market by offering tech-enabled services that reflect evolving expectations among pet owners, serving 190,000 users and 9,000 sitters across Taiwan, Hong Kong, and Japan. It aims to provide one-on-one care tailored to each pet’s needs, using factors such as location and care requirements to suggest suitable sitters.

Fluv was founded by Candace Chen (陳思璇), who returned to Taiwan from Los Angeles with her dog. Frustrated by the lack of non-kennel options, she drew on her US experience using and working with pet-sitting apps to create a localized version for Taiwan and nearby markets.

Compared to pet hotels, Fluv’s in-home visits offer more affordable, less stressful care. A day at a cat hotel might cost NT$1,000, while a home visit through the app can be around NT$400, Chen told Taiwan News.

The most popular service on the platform is drop-in pet sitting, particularly for cats, which combines affordability with convenience. Dog walking is also in high demand, especially among busy professionals, while boarding services are typically used for longer trips.

Owners create detailed pet profiles, including name, photo, personality traits, health history, dietary needs, and vaccination records, to help match them with experienced sitters. “It’s like creating a Facebook profile,” Chen said.

Fluv’s user base is growing fastest among pet owners aged 25-35, who often treat pets as family. “There’s been a shift in perception,” Chen said.

“Pets used to live outside, then they came indoors. Now they’re sleeping in our beds.”

However, building trust took time. “We initially thought that would be a minor hurdle,” Chen said. “But some owners were hesitant to let strangers into their homes.”

To address those concerns, Fluv focused on owners with urgent needs, such as families with multiple cats for whom traditional boarding was impractical. The company offered pet cameras for remote monitoring and built credibility through word of mouth.

Offline outreach was also key. Fluv participated in pet expos and visited dog parks to grow its presence. “By focusing on people who really needed the service, we built a solid foundation of trust.”

Like many service industries, pet care is seasonal. “(Lunar) New Year is our busiest time, along with long holidays like the Moon Festival,” said Chen. In the off-season, Fluv diversifies with services such as daycare and grooming.

The company has also tailored its services to suit different breeds and health conditions. Poodles, which are prone to separation anxiety, frequently use daycare. Smaller dogs often need 24/7 monitoring for heart issues, while larger breeds like Taiwan mountain dogs and border collies require frequent walks to burn off excess energy.

Fluv’s top markets are Taipei, New Taipei, and Taichung, with growing demand in Hsinchu and Taoyuan. “Urbanization is still ongoing,” Chen said. “As more people move to big cities, demand increases.”

With demand growing, Fluv is planning both vertical and regional expansion. “In Taiwan, we’ll add more services,” Chen said, including collaborations with boutique hotels and partnerships with professional trainers to build a more comprehensive Fluv ecosystem. Regionally, the company aims to grow across Asia.

Chen is optimistic about the future of pet care in Taiwan. She envisions a cultural shift toward more compassion and responsibility, driven by education, advocacy, and a new generation of pet lovers.

And it is not just pet owners who benefit. Many of Fluv’s 9,000 sitters across the region are housewives or individuals seeking flexible side income.

“We’re improving lives for both humans and pets,” Chen said. “Pet care is continuously improving, and we can see it happening before our eyes. I’m just really grateful to be doing this — to be building Fluv.”