“Nekonomics”: The Power of Cats in Japan’s Economy

In addition to captivating a record number of people, cats helped warm up Japan’s economy during the covid-19 pandemic.

According to Katsuhiro Miyamoto, a professor emeritus at Kansai University, the phenomenon he called “nekonomics” (economic effects of cats) has raised about $14.6 billion (1.9 trillion yen) by 2021 alone.

To arrive at this high figure, the survey took into account expenditure on food, basic necessities and veterinary care, as well as projects that grew out of Japan’s passion for cats. Even those who don’t have a pet at home often head to themed cafes and tourist spots, such as islands known for their concentration of felines, to photograph and touch the cats..

In Japan, the onomatopoeia for meowing is “nyan nyan nyan”, which sounds like “ni” (two in Japanese). On a play on words and at the suggestion of the pet food industry, February 22 was determined to be Cat Day in 1987, creating an additional reason to raise “nekonomics”.

For many Japanese people, ignoring the cat’s piercing stare and purr is just as hard as resisting the myriad adorable items that the cat industry fills the shelves with at this time of year.

According to the Japan Pet Food Association, the popularity of cats has been on the rise for more than two decades. The pandemic has only increased this interest as people were forced to self-isolate at home.

The population of these cats recorded a record in 2021, with some 489,000 animals more than in the previous period, which brought the total number of cats in the country to about 8.94 million (compared to 7.10 million dogs).

Professor Miyamoto multiplied this number by the average monthly expenditure of $63 (about yen 8,460) that goes into the country for food and basic care for each animal. The amount reaches US$6,758 million per year (about 911,580 million yen)

To that amount was added the chain-wide domino effect and what was generated by domestic cat tourism: the total was about $14.6 billion (nearly 2 trillion yen).

For comparison, the ‘nekonomics’ in 2021 are slightly higher than what was spent on the organization of the Tokyo 2020 Olympic and Paralympic Games (estimated at $12.528 million or 1.69 trillion yen).

Professor Miyamoto remembers that the cost of taking care of a small cat is relatively low for a family, but it means a lot to Japan. “In other words, the accumulation of small amounts of money by each family contributes to the Japanese economy, it is the engine that moves the whole thing,” he says in an interview with BBC News Brazil.

The Japan Pet Food Association recalls that people experienced anxiety and stressful situations when they were forced to stop going out and had to stay at home for long periods of time and work from there. When living with pets, they seek peace of mind and improve communication within their family.

The easing of coronavirus measures and recent price increases for a range of products and the country’s energy tariff should have an impact on ‘nekonomics’, but it is too early to say how much that will be.

What cannot be ignored is that there will always be an increasing number of animal lovers in Japan. Dog or cat, the choice depends very much on the space and time available for their care.

abandoned cats

In the study, Miyamoto lists a number of factors why the Japanese prefer felines.

Among them, he mentions that more and more people are moving into city apartments that, in addition to being overcrowded, often do not allow dogs, but can overlook the presence of cats, which are also easier to care for and require less attention, as if I to take for a walk.

However, not all cats are welcome. According to a survey conducted by the Ministry of Environment of Japan, in fiscal year 2020, the number of cats taken from their owners to be put up for adoption reached about 10,000.

The NGO TNR Felinos Japón, founded by Elen Tanaka and Cássio Silva, in Iwata (Shizuoka province), serves as a thermometer to assess this situation of desolation. The Brazilian couple has noticed an increase in feline colonies, including the presence of pets in addition to the traditional stray cats.

After the initial enthusiasm, many people give up on the kitten, realizing that caring for an animal, even a small cat, takes work and costs money.. Thus, they abandon the animals and the account is eventually handed over to those who are committed to providing shelter for these animals.

Cássio says that the costs of that organization have risen sharply. Currently, he and his wife are paying about $963 (130,000 yen) to rent two properties: one serves as the couple’s home and the other houses 100 cats that have been rescued, neutered and cared for by both awaiting adoption.

Rent is the smallest part of the expenditure to support so many felines. In addition to absorbing Cássio’s salary as a worker in a car parts factory, the NGO spends all of its time caring for his wife Elen, as many animals come off the streets weakened.

Finally, they are almost about US$5,000 (680,000 yen) in monthly expenses to be covered by juggling, campaigning and the benevolence of friends and supporters of the cause. “When I left Brazil 22 years ago, I said it was to work and earn money in Japan. But we pick up cats! Today, they are the ones who give meaning to our lives,” says Cássio.

For those who intend to share the same feeling, it is not enough to love animals to be able to love animals collected by the NGO. If the place where you live does not allow the presence of cats, the adoption will be denied.

There is also a commitment period and numerous procedures to prevent the animal from being returned or abandoned again.

Conrado Areco Borelli passed the selection and managed to adopt Tigrão and Pompom. Currently, Her family takes care of three cats and spends an average of $148 (about 20,000 yen) on food, litter and cleaning supplies.. When you need to take the kittens to the vet, the amount will be doubled.

Besides the extra costs for medical care, rent is the biggest annoyance of the Brazilians. Many owners have become flexible with the presence of animals, but charge a little more for it. “But it’s worth every penny to have our cats with us and live in peace,” he says.

an entire industry

The financial company R&C Co. interviewed 3,000 cat owners at the end of December 2022 and concluded that the average cost of caring for an animal is $19,572 (2.64 million yen) for 15.6 years of life (average estimated by Japan Pet Food Association).

“With this research, we want to contribute to reducing the number of cats that are abandoned for economic reasons. By knowing the future expenses in advance, people can consciously decide whether or not they want the animal.

According to Sumirê Shimizu, what influences the “nekonomics” the most is not so much the ownership of the animal. That’s what the Brazilian thinks there is an industry that takes advantage of this unconditional passion and benefits from it.

Sumirê loved big dogs, but since it was impossible to have them in her Tokyo apartment, she eventually adopted Harumaki and Dorayaki, two cats that she named based on this Japanese food.

It is believed that the first cats came to Japan from China during the Nara period (8th century) to hunt mice.. From the Heian period (8th to 12th century), they were considered pets and depicted in Ukiyo-e works and Japanese literature classics, such as the novel “I am a cat”, by the writer Natsume Soseki.

At the same time, dogs arrived, the first of the Chin breed, brought as a gift from the rulers of Korea. Because of their small size and friendly nature, they quickly became pets.

Although they have lost physical space in cat houses, dogs are still revered for their glorious past (as seen in the statue next to the last samurai Saigo Takamori) or for the remarkable loyalty of Hachiko, the dog immortalized in the cinema. sculpted in bronze at Shibuya train station in Tokyo. In that same place, the animal waited more than nine years after the death of its owner.

The Japanese Yoichiro Matsushita is not impressed by these dog characteristics. His passion is cats with his rebellious and independent character. “I don’t have the burden of walking with them either,” he adds.

The first to arrive at Matsushita’s house was an abandoned cat his wife found outside an acquaintance’s shop 40 years ago. Then, when one died, someone brought a replacement.

He currently cares for Lara and Kiki, who arrived as puppies and are recognized as members of the family. “And they don’t ask for clothes and I don’t even have to take them to school.” Matsushita often sleeps and talks to her cats, though she admits they don’t always get along.