Luxury Lives of Dogs in Iran: When Affection Finds a New Path
WANA (Oct 22) – In a small café in northern Tehran, two-person tables are decorated with steel bowls and tiny cushions. The aroma of coffee mingles with the scent of pet food. A 29-year-old woman sits beside her dog, Liyam, and orders “Doggy Chicken and Rice” from the special menu. Liyam eats neatly and eagerly while she smiles.
A scene that might have seemed strange in Iran just a few years ago is now perfectly ordinary in many neighborhoods of Tehran, Karaj, Shiraz, and Isfahan. Dogs in Iran have entered a new era of luxury living — one that includes exclusive boutiques, pet-friendly cafés, professional grooming salons, socialization classes, and even specialized catering services.
The Booming Market of Luxury Pets
In the northern districts of Tehran, boutique stores sell seasonal outfits and sunglasses designed for dogs. Across social media, numerous pages promote “birthday cakes for dogs,” “pet clothing and accessories,” or “social training classes.” Some of these services cost as much as a working-class family’s monthly expenses.
A man about thirty has posted a picture of his dog’s new outfit on Instagram and wrote in the caption: “It’s true that this lovely creature’s summer outfit costs more than my own shirt, but well, Luka is part of the family!”
In recent years, the pet-related economy in Iran has grown remarkably. According to unofficial reports, the monthly cost of keeping a dog in major cities ranges from 48 to 190 USD (5 to 20 million tomans) — covering food, vaccinations, grooming, training, and entertainment.
Naturally, this booming market has created new professions: pet groomers, animal daycare staff, pet nannies, organic pet food producers, and even birthday party planners for dogs.
Why Have Iranians Turned in This Direction?
The phenomenon of “dog-loving” or emotional attachment to pets in Iran is not just a passing trend; it has deeper roots. Iranian sociologists say that in recent years — with rising singleness, delayed marriages, economic pressures, and the spread of urban lifestyles — people have been seeking new forms of affection and companionship.
Dogs are seen during the first snowfall in a park in Tehran, Iran, December 24, 2022. Majid Asgaripour/WANA (West Asia News Agency)
Dogs, with their innate loyalty and ability to form nonjudgmental emotional bonds, have filled many people’s emotional voids. Moreover, in a society where human relationships have become increasingly complicated and sometimes tense, interaction with animals has turned into a kind of emotional refuge.
A psychologist in Tehran who often works with young clients says on her professional Instagram page that over the past year, she has seen several cases of “post-pet-death depression.” According to her, for some people, their pet was their only source of daily love. One of her patients said, “When I came home from work, he was the only one waiting for me. Now my house is silent.”
For many single individuals and even childless couples, keeping a dog represents a form of “unconditional love.” And for a part of society — especially among the wealthier classes — it has also become a symbol of modern lifestyle and social status. Owning specific breeds or using expensive services is viewed as a way of showing off for having a high-class family and lifestyle.
An Iranian woman visits dogs at the Pallapet boarding house at Palladium shopping mall in Tehran, Iran, December 19, 2019. Picture taken December 19, 2019. Nazanin Tabatabaee/WANA (West Asia News Agency)
The Hidden Face of This Love
At first glance, this affection toward pets seems like a positive phenomenon: it promotes kindness, increases a sense of responsibility, and creates job opportunities.
However, some psychologists warn that this kind of attachment can sometimes act as a temporary substitute for deep human relationships, such as those between parent and child — since animals have much shorter lifespans than human bonds.
Nasrin, a user on X who recently lost her dog due to old age, wrote in response to others suggesting she get another pet: “I can’t handle another loss. Please stop telling me to buy another one. He was my friend, my companion, my child — and now he’s gone. But his memory will always stay with me.”
Based on current observations and experiences, part of the younger generation is choosing to invest their emotional and financial energy in caring for pets rather than in building families or having children. In a country like Iran — where the fertility rate has fallen below the replacement level and the population is moving toward aging — this shift in values could have significant demographic consequences in the long run.
People visit dogs at the Pallapet boarding house at Palladium shopping mall in Tehran, Iran December 19, 2019. Picture taken December 19, 2019. Nazanin Tabatabaee/WANA (West Asia News Agency)
Politics, Law, and the Streets
The issue of keeping and walking dogs in Iran has always been accompanied by legal and social challenges. Shortly before the 12-day war in Iran, a ban on dog walking was announced in several cities — a law that was pushed to the sidelines after the war began but still remains a topic of debate.
Opponents of the ban argue that they have the right to take their pets to parks, just as people do in other countries. Supporters, however, complain about the disorder and problems caused by some pet owners’ lack of responsibility — such as letting dogs roam without leashes, failing to clean up after them, or possibly not vaccinating their pets.
One of the main arguments of supporters of the ban is the high rate of dog bites in Iran. Although most of these incidents involve stray dogs, the irresponsible behavior of some animal activists — such as feeding stray dogs — has also contributed to the increase in the stray dog population.
According to Iran’s Ministry of Health statistics, more than 420,000 cases of animal bites were recorded in the country in 2024.
Rules for Dogs. Social media/ WANA News Agency
Overall, whether in the case of domestic or stray dogs, the lack of precise legislation and sufficient public education has intensified the conflicts. The rights of pet owners are not properly upheld, nor are those of other citizens. Perhaps, instead of imposing a complete ban, Iran could have adopted more detailed and practical regulations — as many other countries have done.
The Market of Emotion: From Habit to Industry
In the online space, advertisements about pet ownership have now merged with the language of emotion and psychology: “Get a dog to reduce your daily anxiety,” or “Fill your loneliness with a loyal friend.”
Behind these emotional slogans lies a vast industry that profits from human affection toward animals. Businesses have cleverly created new “needs” — needs that primarily benefit entrepreneurs and employers — from organic food to anti-depression shampoos for pets.
Although this market has created jobs, critics argue that much of it is built on “selling emotion” — a sentiment that sometimes drives people to spend beyond their financial means on their pets.
Iranian people who have taken their dogs out for a walk. Social media/ WANA News Agency
Another user, commenting under a post about a lavish dog birthday party, wrote: “At a time when people like me are struggling with everyday expenses, watching this kind of clip and these kinds of parties really hurts… At least, if you’re going to hold such events, don’t flaunt them in front of everyone and make them look normal.”
Choice or Compulsion?
In a country where the number of human births is steadily declining, yet the birthdays of dogs and other pets are celebrated with cakes and balloons, one might ask Iranian officials: have people chosen this path purely out of love for animals, or out of distrust in the future — and despair over forming human relationships and building families?
When homes grow cold, relationships fragile, and the future uncertain, it’s only natural for kindness to take on a new form. Dogs may not have been the first choice for companionship, but in a society where love, security, and economic stability have become scarce, they have become the final refuge.
