Toco, a Japanese man from Saitama Prefecture, gained widespread attention for his remarkable passion for becoming a dog. Since childhood, he had dreamed of embodying the spirit of a dog, and in his quest to make this dream a reality, he spent 2 million yen (approximately $13,000) on a custom-made dog costume. The costume, which resembles his favorite breed, the collie, is highly detailed, featuring movable parts such as a mouth, tail, and paws, and weighs about 4kg. After some practice, Toco could perform dog-like actions such as shaking hands, rolling over, and catching frisbees. He even socializes with real dogs while wearing the costume, and has become well-known for his canine persona.
To share his experience, Toco started a YouTube channel that has accumulated over 70,000 subscribers, where he documents his “life as a dog.” Inspired by the growing interest from his followers, Toco decided to take things a step further by launching a new business: renting out his dog costume to people who share similar interests and want to live out their fantasy of becoming an animal.
The service, which was officially launched on January 26, offers rental of his Alaskan Malamute costume, an even fluffier and more intricate design that Toco added to his collection. This costume is available for booking, but requires a reservation at least 30 days in advance. Rental prices are set at 49,000 yen ($320) for a three-hour session and 36,000 yen ($235) for two hours. Despite the high price, bookings for February have already sold out, reflecting the demand and enthusiasm for the unique experience.
The venture has been warmly received by his fans, with one expressing gratitude for the chance to fulfill childhood dreams. “When I was very little, every time someone asked me what I wanted to be when I grew up, I would say ‘I want to be a wolf!’ And I would get very sad when adults told me it was not possible. Thank you for making these dreams come true,” one fan wrote. The business has also sparked playful debates online, with comments like, “Can I be a koala that just sleeps on the ground?” and “Becoming a jellyfish is honestly kind of tempting.”
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