PECO

What PECO does

PECO (株式会社PECO) is a Tokyo-based private company founded in December 2014 that operates an integrated pet ecosystem centered on Japan's largest-scale pet-specialty media platform, "Peco." By August 2024 the Peco platform reached 20 million monthly users, supported by a YouTube channel with 1.25 million subscribers and 4 million combined social followers, distributing pet entertainment, healthcare, and lifestyle content across web, YouTube, Instagram, and Facebook.

The company monetizes through multiple revenue streams: B2B marketing services (Peco MARKETING SOLUTIONS) sold to enterprise clients, advertising and sponsorship on the Peco media platform, pet influencer talent management (PECO PRODUCTION), a chain of five physical veterinary clinics (Animal Medical Center Peco) operating in Tokyo under a "Smart Clinic" app-based booking model, a pet insurance referral partnership (わんデイズ・にゃんデイズ with Little Family), an expert Q&A platform (hotto), and a veterinary research institute (V/VG Lab). The B2B client roster exceeds 100 enterprise customers including P&G, Disney, Nissan, Honda, Panasonic, Sony, JAL, and Tokyo Gas.

PECO is venture-backed with investors including DCM Ventures, SMBC Venture Capital, Mitsubishi UFJ Capital, Japan Post Capital, M3, Raksul, and Mirai Sosei Fund, with registered capital (including reserves) of ¥6.73 billion as of January 2020. The company operates a single-country footprint (Japan, Kanto region focus) and is led by Representative Director Jun Okazaki (岡崎 純). Headcount is in the 101–250 range as of 2024.

Name

PECO

Legal name

株式会社PECO

Website

https://corp.peco-japan.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

PECO (株式会社PECO) operates Japan's largest pet-specialty media platform "Peco" with 20 million monthly users, a B2B marketing services division, a chain of five Tokyo veterinary clinics, and a pet influencer talent agency, serving Japanese pet owners and enterprise brand clients.

Ownership category

akta.pro rank

Product category

Pet Media Platform and Veterinary Services

NAICS

Pet and Pet Supplies Retailers (459910), Veterinary Services (54194)

SIC

Pharmaceutical Preparations (2834)

akta.pro primary industry

Pet & Animal Supplies Marketplaces (CRAFABAH)

akta.pro secondary industry

Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI)

Keywords

• Pet media platform
• Digital pet marketing
• Veterinary clinic services
• Pet influencer talent
• Animal healthcare services

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Advertising & Sponsorship: Peco media platform monetizes its large pet-owner audience through display advertising, sponsored content, and branded video partnerships. The platform's monthly reach of 20 million users and strong social following make it attractive to advertisers targeting pet consumers.
2. Peco MARKETING SOLUTIONS: B2B marketing services leveraging PECO's proprietary pet-market expertise, supporting client companies with advertising strategy, content production, influencer campaigns, and pet business consulting.
3. Veterinary Clinic Services: Revenue from operating the Animal Medical Center Peco chain of 5 veterinary clinics (as of 2025), providing medical services for dogs and cats in Tokyo metro area, including Western and Eastern medicine approaches.
4. Pet Insurance Promotion (hotto, わんデイズ・にゃんデイズ): PECO promotes pet insurance products as a media partner (not direct insurer), earning referral/marketing fees from insurance partners Little Family and hotto platform.
5. Veterinary Research (V/VG Lab): Animal Medical Center Peco Veterinary Research Institute conducts veterinary research to advance human-animal relationships, potentially generating research grants or pharmaceutical partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

PECO operates Japan's largest pet-specialty media platform (Peco) with approximately 20 million monthly users, layered with a chain of five smart veterinary hospitals (Animal Medical Center Peco) in Tokyo, a B2B marketing solutions and consulting business (Peco MARKETING SOLUTIONS), a pet influencer talent agency (PECO PRODUCTION), an expert pet-owner Q&A platform (hotto), and a pet insurance partnership (わんデイズ・にゃんデイズ). The platform serves individual pet owners with content and healthcare services while selling advertising, content production, influencer campaigns, and pet business consulting to enterprise brand clients.

Product overview

PECO operates a platform-plus-services model centered on its pet media platform Peco (ペコ), which is one of Japan's largest pet-focused media properties. The core Peco platform (月間1,500-2,000万人 users) serves as the primary audience acquisition channel. Building on this media asset, PECO offers multiple integrated services: Peco MARKETING SOLUTIONS (advertising/marketing support for client brands), 動物医療センター Peco (veterinary hospitals including the main Harajuku facility and 5 smart clinics), PECO PRODUCTION (pet influencer talent management), hotto (expert Q&A media), わんデイズ・にゃんデイズ (insurance partnership), and INU/NEKO RIBBON PROJECT (lost pet support charity). The services are interconnected through the shared Peco brand and media audience, enabling cross-promotion between media content, marketing services, and healthcare offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Peco: Japan's largest-scale pet specialty media platform with 20 million monthly users, offering pet videos, care information, and lifestyle content for dogs, cats, and exotic animals.
• Peco MARKETING SOLUTIONS
• PECO PRODUCTION
• hotto
• わんデイズ・にゃんデイズ
• INU/NEKO RIBBON PROJECT
• 動物医療センターPeco 獣医療研究所

Products and services

• Peco (ペコ) — Pet Specialty Media Platform Japan's largest-scale pet-specialty media platform providing pet entertainment, healthcare, and lifestyle content (videos, articles, event information) for Japanese pet owners across web, app, YouTube (Peco-chan), Instagram, and Facebook, reaching approximately 20 million monthly users.
• Peco MARKETING SOLUTIONS B2B marketing services that leverage PECO's proprietary pet-market expertise and 20M-user audience to help enterprise and mid-market brands reach Japanese pet owners through advertising strategy, video and article content production, influencer campaigns via PECO PRODUCTION, and pet business consulting.
• Animal Medical Center Peco (スマートクリニック series) Chain of smart veterinary clinics providing team-based medical care for dogs and cats with app-based booking, electronic medical records, and streamlined billing; the main Harajuku-area hospital offers 5 floors of comprehensive services; five Tokyo metro locations (Kagurazaka, Sangenjaya, Higashi-Shinjuku, Yotsuya, Takanawadai) as of January 2025, with the Takanawadai clinic integrating Eastern (kampo/acupuncture) medicine with Western veterinary practice.
• PECO PRODUCTION — Pet Influencer Talent Agency Pet influencer management service representing a roster of popular pet content creators (dogs, cats, and exotic animals) — including @shiba_charmy, @yuriyuri4mama, @zoubrothers, @gupitaro, @pizzatoru, and others — for brand collaborations and marketing campaigns.
• hotto (ほっと) — Expert Q&A Media for Pet Owners Pet-owner Q&A and advice media platform that connects Japanese pet owners with pet-care specialists and other pet parents to address pet health, behavior, and lifestyle concerns.
• Peco Web CM + YouTube Plan (Vertical Short-Form Video Advertising Menu) Original Web CM production and distribution service paired with YouTube channel tie-up video distribution, designed to reach Peco's video audience with vertical short-form pet-themed ad creative.

Quantifiable outcome

• サッポロビール sales increased 270% YoY following PECO campaigns, with pet-related campaigns contributing 28% of total Photobei sales
• +2 more outcomes

Named customers14 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• THE CITY BAKERY (白馬岩岳エリア)minorStrategic or Co-development Partner · 1 January 2018For the HAKUBA MOUNTAIN HARBOR pet-friendly facility, PECO co-developed the facility with 白馬観光開発, which partnered with THE CITY BAKERY for food service to provide quality dining for pet visitors.
• LINE雅虎株式会社 (LINE Yahoo)minorGTM or Marketing PartnerLINE Yahoo is listed as a major client and partner for PECO's marketing services. As a major Japanese internet platform, LINE Yahoo likely serves as both a distribution channel and advertising platform partner.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Anicom Holdings: Japan's leading pet insurance company and operator of an animal hospital network; combines insurance, vet clinics, and pet ecosystem services. Most directly comparable to PECO in operating an integrated pet-insurance + clinic + service platform, though with insurance as the core revenue driver rather than media.

Broad incumbents

• Aeon Pet: Subsidiary of Aeon Group, one of Japan's largest pet retail chains with in-store grooming, pet hotels, and adjacent pet services. A broad incumbent in the Japanese pet market with deep retail distribution but no media platform comparable to PECO.
• Chewy: US-based pet e-commerce and services company that has expanded into Chewy Health (insurance, pharmacy) and Chewy Vet Care clinics, and operates a content/media arm. Comparable in that it combines pet retail/content with healthcare services, although anchored in e-commerce rather than media.
• Petco: US pet retail and services company with in-store vet hospitals, grooming, training, and an integrated pet wellness platform. Comparable to PECO in the integrated retail/services/healthcare model, though US-focused and far larger.
• Mars Petcare / Royal Canin Japan: Global pet food and pet health giant with veterinary diagnostics (Antech), prescription diets, and a network of veterinary practices. Comparable as a broad incumbent in pet nutrition/health with growing services ambitions, and a likely PECO advertising counterparty.

Emerging players

• Rover: Global marketplace for pet sitting, walking, and boarding services. Comparable as a digital-first pet services platform targeting pet owners, but with no media, marketing, or veterinary clinic business.
• Wag!: On-demand pet care platform offering dog walking, pet sitting, and veterinary telehealth. Comparable in being a tech-enabled pet services platform with vet-adjacent offerings, but lacks the media and influencer production arms that differentiate PECO.
• Peppy (ペピイ): Japanese pet-focused content/community platform with veterinary consultation and e-commerce components. Comparable as a Japan-based, digitally native pet content and services brand that overlaps with PECO's audience and advertising reach.

Others

• Trupanion: US/Canada pet medical insurance company with vet-direct pay software (paid out at the clinic). Comparable as a pet insurance + vet-clinic ecosystem player, though PECO's insurance business is currently partnership-based rather than underwritten.
• IDEXX Laboratories: Global leader in veterinary diagnostics and software for companion animal practices. Comparable as an infrastructure/enabler to the veterinary clinic side of PECO's business (Animal Medical Center Peco), and relevant given PECO's veterinary research arm.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC3qSNHY6OJtlYyTIR6BG1WA
• Instagraminstagram.com/peco_japan
• Xx.com/PECO_japan

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries9 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PECO