A YouTube livestream recently drew attention after a host promoted the sale of puppies in real time, saying, “We only have four dogs left. You’ll be surprised at how cheap they are, prices are completely down. Anyone looking to raise a Samoyed? Take them home for a low price.”
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Viewers quickly flooded the chat with comments such as “Do you have smaller dogs?” and “Show us the bichon!” The replay of the broadcast has since garnered over 20,000 views.
During the stream, the host continued to encourage sales: “All bichons have been sold, but reservations are open, contact me anytime,” and “We can deliver nationwide, so feel free to reach out.”
This kind of live commerce, where pets are showcased, priced and sold in real time through YouTube, Instagram and other social media platforms, has become increasingly common in South Korea. Modelled after televised home shopping channels, these broadcasts allow viewers to “order” a living animal with just a few clicks.
However, such transactions are illegal under South Korean law. The Animal Protection Act explicitly prohibits the sale of animals “without showing the animal in person”. Violations can result in fines of up to 1 million won (US$720).
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A statement from the Ministry of Agriculture, Food and Rural Affairs said, “Buyers can visit a licensed facility to view the animal and then use an authorised transporter, but trading solely online is clearly against the law.”
Despite the ban, enforcement remains difficult. According to the ministry, authorities uncovered 66 violations among 2,676 registered pet sellers last year, with 54 resulting in administrative action and 12 in criminal complaints.