The campaign that began in May scaled up at a major August expo, spreading a paw print donation culture
Four days of the Endless Relay of Giving delivered food to the Korea Animal Welfare Standards Association
A paw print donation campaign that began at Puppy Forest in May has carried through to Korea's largest pet expo and is settling in as a culture of its own.
TrustyFood, the premium freeze-dried pet food brand operated by LIMPID, said on August 20 that it successfully ran its TrustyFood's Endless Relay of Giving campaign at the 2025 K-Pet Fair, held August 13 to 16 at COEX.
The campaign carried over the paw print donation format that drew a strong response when it debuted at Puppy Forest in May, delivering on the promise to bring it to a larger stage and more participants.
Over four days at K-Pet Fair, owners joined their dogs in pressing paw prints onto a large board. As at Puppy Forest, TrustyFood donates one unit of freeze-dried food for each paw print. The food collected this time will go to the Korea Animal Welfare Standards Association, an incorporated association under the National Assembly Secretariat.
Lines formed in front of the TrustyFood booth throughout the fair. One owner said, “I saw the Puppy Forest campaign on social media, so I waited to take part at K-Pet Fair. It moved me that my dog's paw print becomes a meal for another animal.”
Many owners connected with the idea of a relay, posting photos on social media and encouraging others to join. The small wave that started at Puppy Forest in May has widened at a major August expo.
Alongside the donation campaign, TrustyFood showed its freeze-dried food and the Dr.Trusty therapeutic diet at the fair, drawing visitor interest.
A TrustyFood representative said, “It means a great deal that a relay begun at Puppy Forest could carry through to a stage as large as K-Pet Fair. We will keep tying it to other events so that the relay does not break.”
Industry observers see TrustyFood's approach, building a donation culture as an ongoing relay rather than a one-off event, as a new model of social contribution for the sector. Hands-on giving that owners and dogs take part in together has resonated particularly with younger pet owners.