Fear Free partners with Korean startup to launch first Asia initiative

[Courtesy of Fear Free]

Fear Free, a global player in animal behavior education, officially entered the South Korean market in partnership with a local startup, marking its first expansion into Asia. The organization aims to promote the value and importance of behavioral education focused on improving pet welfare.

Korean pet healthcare company AI FOR PET announced on Wednesday that it hosted the “2024 Fear Free Korea Launching Forum” at the Samjung Hotel in Seoul’s Samsung-dong. The event highlighted Fear Free’s mission and introduced its educational initiatives to the Korean market.

Founded in 2016 by Dr. Marty Becker, Fear Free is an organization that developed specialized behavioral education programs with the collaboration of hundreds of animal behavior experts, including veterinary professionals in the United States. The programs aim to enhance the bond between pets and their owners by helping them understand and manage the fear, anxiety, and stress that animals experience in various environments.

Unlike traditional behavioral education, which focuses on correcting problem behaviors, Fear Free’s approach seeks to understand and eliminate the underlying causes of these behaviors. This unique perspective has gained traction in multiple countries and is expected to continue expanding.

AI FOR PET will serve as the official Fear Free partner in both Korea and the United States.