Dot LIFE

What Dot LIFE does

Dot LIFE is a Japanese pet media company specializing in dog breed-specific content and products, operating as a subsidiary of CARTA HOLDINGS (TSE: 3688). The company runs a portfolio of breed-dedicated web portals (French Bulldog Life, Shiba Inu Life, Dachshund Life, Retriever Life, Poodle Life), print magazines (BUHI since 2006 with 70,000 copies per issue, Shiba Inu Philosophy), the YouTube channel Inu Dot LIFE with Tohokushinsha Film, and breed-specific Instagram accounts. Collectively these properties reach 15 million monthly page views and 4 million monthly users with engagement metrics (5min 30sec average session, 70% article completion, 25% click-through rate) that significantly exceed general pet media benchmarks.

The company monetizes through three primary channels: (1) B2B marketing services via PET LIFE MARKETING, which has served 250+ clients across 980 projects with an 80% repeat rate, extending beyond pet brands into furniture, electronics, travel, and outdoor industries; (2) D2C product sales including the Ta-Ta collagen supplement (15M+ cumulative servings since 2020), THE fu-do breed-specific premium dog food, and BUHI COFFEE, sold through owned e-commerce storefronts; and (3) annual flagship events, notably French Bulldog LIVE, which attracted 7,000 visitors and 5,000 dogs in 2024 and is scaling to 8,000 visitors and 150 stores in 2025.

The business is Japan-domiciled with no disclosed international expansion, operating from Toranomon Hills Station Tower in Tokyo. As of April 1, 2026, Dot LIFE's business is being succeeded by Yomite Inc. (株式会社ヨミテ) as part of a CARTA HOLDINGS group consolidation, while the dot LIFE brand continues to operate the existing media, product, and event portfolio.

Name

Dot LIFE

Legal name

株式会社ヨミテ（Yomite Inc.）

Website

https://the-dot.life

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Dot LIFE is a Japanese dog breed-specific media company operating web portals, magazines, YouTube, and live events for niche pet owner communities, monetizing through B2B marketing services, D2C products (Ta-Ta supplement, THE fu-do dog food), and events.

Ownership category

akta.pro rank

Product category

Pet Media and Consumer Products

NAICS

Pet and Pet Supplies Retailers (459910), Dog and Cat Food Manufacturing (311111), Media Buying Agencies (541830), Newspaper Publishers (51311)

SIC

Services-Advertising (7310)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Pet & Animal Supplies Marketplaces (CRAFABAH), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Dog breed media
• Pet consumer products
• Specialty pet publishing
• Pet marketing services
• Breed-specific content

Headquarters

HQ city

Tokyo

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, Supply Chain

Revenue model

1. Media Advertising & Marketing Services: Dot LIFE leverages its highly engaged dog owner community (15M monthly PV, 4M monthly users, 70K magazine copies) to offer marketing campaigns to B2B clients. The company has supported 250+ clients across 980 projects with 80% repeat rate, expanding from pet-related brands to diverse industries including furniture, appliances, travel, and outdoor brands via 'PET LIFE MARKETING'.
2. D2C Pet Products (Ta-Ta & THE fu-do): Direct-to-consumer sales of proprietary pet products including Ta-Ta collagen supplement (15M+ servings sold) and THE fu-do breed-specific premium dog food through owned e-commerce stores (フレブルライフストア, 柴犬ライフストア, etc.) and the main dot LIFE store.
3. Magazine & Print Publications: Sale of breed-specific print magazines including 'BUHI' (French Bulldog, published since 2006, 70,000 copies per issue) and '柴犬ライフ/Shiba Philosophy' (Shiba Inu).
4. Live Event Sponsorships & Ticket Sales: Revenue from French Bulldog LIVE and other breed-specific events through sponsorship fees from brands (100+ stores, corporate sponsors) and attendee ticket sales. The 2024 event featured 100+ vendor booths with average spending of ~¥20,000 per visitor.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Dot LIFE operates dog breed-specific digital media platforms (web portals, YouTube channel, Instagram accounts) and print magazines (BUHI, Shiba Inu Philosophy) targeting Japanese dog owners of French Bulldogs, Shiba Inu, Retrievers, Dachshunds, and Poodles. The company monetizes its 4M monthly user audience through direct-to-consumer sales of proprietary pet products (Ta-Ta collagen supplement, THE fu-do premium dog food, BUHI COFFEE), live community events (French Bulldog LIVE), and B2B marketing services (PET LIFE MARKETING) that provide brands access to the highly engaged dog owner community.

Product overview

Dot LIFE operates a multi-platform portfolio of dog breed-specialized media and direct-to-consumer pet products. The core offering consists of breed-specific web portals (French Bulldog Life, Shiba Inu Life, Dachshund Life, Retriever Life) and magazine publications (BUHI, 柴犬哲学), which collectively reach 4 million monthly users and 15 million monthly page views. This media ecosystem is monetized through D2C product sales (Ta-Ta collagen supplement, THE fu-do premium dog food, BUHI COFFEE), e-commerce stores, the annual French Bulldog LIVE event series, and the PET LIFE MARKETING service offering brand partnerships to 250+ companies. The company also operates the YouTube channel 'Inu Dot LIFE' featuring expert content and animated shorts by director Yuji Uchiyama.

Differentiator

Problem solved

Functional benefit

Brands

• BUHI: French Bulldog specialty magazine launched in 2006, published by Okura Publishing with 70,000 copies distributed nationwide.
• Ta-Ta（タータ）
• THE fu-do（ザ・フード）
• French Bulldog Life
• イッヌドットライフ（Inu Dot LIFE）
• Retriever Life
• Dachshund Life
• 柴犬ライフ（Shiba-Inu Life）
• PET LIFE MARKETING

Products and services

• BUHI (ぶひ) French Bulldog specialty print magazine launched in 2006, published in approximately 80 volumes, distributed at bookstores nationwide with 70,000 copies per issue, featuring celebrity dog owners, breed care tips, and product features.
• French Bulldog Life (フレンチブルドッグライフ) Web portal dedicated to French Bulldog owners, providing breed-specific information, care tips, and community engagement for French Bulldog enthusiasts.
• Ta-Ta (タータ) Collagen peptide supplement for dogs with 100% collagen formulation using human-grade ingredients. Surpassed 15 million servings sold, developed through 5-year joint research with veterinarians. Available in multiple sizes for different dog breeds.
• THE fu-do (ザ・フード) Premium dog food tailored by dog breed, developed through 20 years of research on over 3,000 dogs. Available in breed-specific formulas for French Bulldogs and Poodles.
• French Bulldog Life Store (フレブルライフストア) Online store specializing in French Bulldog-related products, offering original goods and carefully selected items curated by the editorial team.
• Inu Dot LIFE (イッヌドットライフ) YouTube Channel Dog-specialized YouTube channel featuring professional dog trainer tips, recipes by cooking experts, veterinarian advice, and animated short videos starring Shiba Inu 'Shu' and French Bulldog 'Kotetsu' created by director Yuji Uchiyama.
• French Bulldog LIVE (フレブルLIVE) Entertainment-style outdoor dog event exclusively for French Bulldogs and their owners, combining music festival elements with dog-friendly activities, vendor booths, and stage entertainment. Attracts 7,000+ attendees and 5,000+ French Bulldogs annually.
• PET LIFE MARKETING (ペットライフマーケティング) Marketing support service utilizing 18 years of expertise and high engagement with pet owners. Supported 250 companies across 980 projects with 80% repeat rate, serving pet, furniture, electronics, travel, and outdoor brand clients.
• Shiba Inu Life / Shiba Inu Philosophy (柴犬ライフ / 柴犬哲学) Shiba Inu specialized magazine, renewed in March 2022 as 'Shiba Inu Philosophy' - a premium edition available exclusively through Shiba Inu Life Store.
• Dachshund Life (ダックスフンドライフ) Dachshund specialized web media providing breed-specific information including suitable living environments, common diseases and prevention, and recommended products.
• Retriever Life (レトリーバーライフ) Web media specialized for Golden/Labrador Retrievers, providing breed-specific care information and lifestyle content.
• BUHI COFFEE (ブヒコーヒー) Coffee developed in collaboration with World Brewers Cup 2016 champion Tetsu Kasuya. 99.9% caffeine-free, designed to have aroma reminiscent of dog paw pads, sold exclusively at the French Bulldog Life Store at ¥2,180 per 10-piece set.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• French Bulldog LIVE 2022 Event Sponsors (Sunstår, 三井食品, Unfva, Hario商事, パナホーム, etc.)minorGTM or Marketing Partner · 12 November 2022Multiple corporate sponsors for the French Bulldog LIVE 2022 autumn event including pet product brands (Sunstår's pet air purifier), food companies, apparel brands (UNIVERSAL OVERALL), window treatment brand NOMAN, and home/appliance brands (Panasonic).
• 株式会社アムタス (Amutas) — めちゃコミックminorGTM or Marketing Partner · 25 June 2021Collaborative marketing campaigns between 'イッヌドットライフ' and 'めちゃコミック'. Includes animated collaboration videos featuring Amutas's 'メucha dog' character and dot LIFE's Kotetsu and Shu characters, plus Instagram photo campaigns where the best entries get featured in BUHI and 柴犬ライフ magazines.
• PHILOCOFFEA (粕谷哲)minorStrategic or Co-development Partner · 23 October 2020BUHI COFFEE co-developed with World Brewers Cup 2016 champion Kasuya Tetsu and PHILOCOFFEA. A 99.9% caffeine-free coffee with a 'paw pad' aroma profile, sold exclusively at the フレブルライフストア online store. Price: ¥2,180 (10 pieces).
• 株式会社東北新社 (Tohokushinsha Film)coreStrategic or Co-development Partner · 6 August 2020Co-development of the 'イッヌドットライフ' YouTube channel with anime director Uchiyama Yuji. Tohokushinsha Film provides animation production expertise. The channel features expert dog care content and animated shorts starring Shu (Shiba Inu) and Kotetsu (French Bulldog) characters.
• モバーシャル株式会社 (Mobilux)coreStrategic or Co-development Partner · 6 August 2020Co-development of the 'イッヌドットライフ' YouTube channel alongside Tohokushinsha Film. Mobilux provides platform and digital expertise for the dog-specialized video channel featuring expert content and animated shorts.
• 株式会社パル (3COINS)minorGTM or Marketing Partner · 26 March 20203COINS × FRENCH BULLDOG LIFE collaborative merchandise (21 items: lunch boxes, tote bags, accessories, etc.) sold at all 3COINS stores nationwide. Products featured dogs selected through an Instagram campaign that received over 14,000 entries, with illustrations by fashion illustrator Kanagawa Kamome.
• T-SITEminorStrategic or Co-development Partner · 7 February 2020Joint breed-specific dog events at T-SITE lifestyle shopping centers. 'Wan Oneday - あつまれ！フレンチブルドッグ' at Shonan T-SITE (Feb 2020) attracted 10,000 visitors. Follow-up 'Wan Oneday - あつまれ！柴犬' held at Kashiwa-no-ha T-SITE (Feb 2020).
• Frich株式会社minorStrategic or Co-development Partner · 29 January 2020Japan's first breed-specific P2P pet insurance service, jointly developed with Frich's P2P insurance platform. Pet owners can form breed-specific groups and apply for optimized insurance coverage. Planned launch in 2020. Addresses breed-specific health risks and aims to reduce pet abandonment rates.
• 枋出版社 (Ei Publishing)coreStrategic or Co-development Partner · 1 November 2019Cross-media partnership between 'Retriever Life' web media and 枋出版社's magazine 'RETRIEVER' for retriever breed owners. First phase enables 'RETRIEVER' magazine content to be viewable on 'Retriever Life' and social media. Future plans include breed-specific photography events and model dog recruitment.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• いぬのきもち (Inunokimochi): Published by Benesse, いぬのきもち is a long-running Japanese dog-owner magazine with a companion digital platform. Like Dot LIFE's BUHI, it is a print-rooted dog media brand that has expanded into digital content and commerce — a direct adjacency in Japanese dog media.
• PEPPY (ペピイ): Peppy Inc. operates Japan's leading pet lifestyle media community platform with curated content, e-commerce, and event activations targeting dog and cat owners. Like Dot LIFE, it combines editorial media with D2C commerce and B2B marketing — a directly comparable Japanese pet media-commerce hybrid.
• PETOKOTO (ペトコト): Petokoto Inc. runs a Japanese fresh pet food D2C subscription brand alongside a pet information media site and community events. Its combination of owned editorial media plus breed/lifestage-specific pet food parallels Dot LIFE's THE fu-do + media + event model.
• PECO (ペコ): PECO is a Japanese online pet media platform serving new dog and cat owners with curated content, product reviews, and community tools. It competes for the same dog-owner content and commerce attention as Dot LIFE's breed-specific sites.

Regional players

• Chewy: Chewy is a US pet e-commerce and media platform combining owned-brand food, pharmacy, content, and live streaming. While geographically distinct, its integrated commerce + content + community model is conceptually the closest US analogue to Dot LIFE's stack.

Broad incumbents

• Royal Canin Japan: Royal Canin Japan (Mars Petcare) markets breed-specific premium pet nutrition and is one of THE fu-do's closest category competitors. It also invests heavily in editorial content and breed-owner education, intersecting with Dot LIFE's media model.
• Hill's Pet Nutrition Japan: Hill's (Colgate-Palmolive) sells science-led, life-stage and breed-specific pet food in Japan through vet channels and retail. It competes directly with THE fu-do and Ta-Ta in the premium nutrition and wellness category.
• Mars Japan Petcare: Mars Japan Petcare houses Royal Canin, PEDIGREE, Whiskas, and other pet food brands in Japan. As the parent of Royal Canin Japan, it competes with Dot LIFE across breed-specific nutrition and broader pet marketing.
• Aeon Pet (イオンペット): Aeon Pet is Japan's largest pet specialty retailer with 150+ stores offering pet food, supplies, grooming, and veterinary services. It competes with Dot LIFE in D2C pet products at scale, though without the breed-specific media and community layer.
• Pet's One (ペットワン): Pet's One operates a nationwide Japanese pet retail chain selling food, supplies, and offering grooming, daycare, and hotel services. It is a comparable retail and services incumbent in the same Japanese pet market Dot LIFE serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCTe19CLU81qdzRLepSJQ7Uw
• Instagraminstagram.com/innu_dot_LIFE

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 Dot LIFE