[April Dream] Using Ethology to Transform Dogs' and Cats' "Signs of Anxiety" into "Signals of Reassurance"

We endorse April Dream, which aims to be a day for sharing dreams on April 1st. This press release is the dream of Monpanier Co., Ltd. Starting today, April 1st, our dream is being displayed inside JR Yamanote Line trains. The dream of Monpanier Co., Ltd. is to "transform pets' signs of anxiety into signals of reassurance." Behaviors such as "barking," "biting," and "trembling" exhibited by animals that cannot speak are often "signs of anxiety." At Monpanier Co., Ltd., led by Dr. Chie Mogi (Director), a Ph.D. in Veterinary Medicine with expertise in animal behavior, we aim to scientifically unravel the emotions behind these signs and build a social infrastructure that brings "reassurance" to both pet owners and their pets. ## Dream Starting Point: "Behavioral Update for Animal Hospitals" that Delivers Results in the Field Our theories are not mere armchair speculation; they are constantly proven in the frontline clinical setting. We provide academic and clinical supervision based on ethology to animal hospitals, which serve as hubs for regional veterinary care (example case: Musashi Animal Hospital). In collaboration with these practices, we are building a successful model of "Preventive Ethology" that transforms the "troubles" faced by actual pet owners into "reassurance." This includes conducting specialized ethology seminars for veterinarians and staff, and introducing "pre-adoption consulting" to prevent mismatches between lifestyles and dog breeds. ## Next Challenge: Implementing Clinical Insights into Society. Guaranteeing "Experiential Value" and "Scientific Validity" for Large Corporations As the pet market matures, what is increasingly demanded from large corporations' pet-related businesses is not just functionality, but "scientific validity" that prevents misinformation risks on social media, and "behavioral change (experiential value)" that owners can truly feel. We translate (implement) the "living behavioral data" and veterinary evidence cultivated at the forefront of animal hospitals into product and service development for companies. ### [Supervisory Achievements in Large Corporations and Media (Examples)] We provide end-to-end consulting from the early development stages to ensure "ethologically sound designs," enhancing safety, acceptance, and continuity. **Retail & Private Brand Development:** CAINZ CORPORATION (Planning and supervision in the pet coexistence domain, etc.) **Home Appliances & Living Environment:** SHARP CORPORATION (Supervision regarding living environments with pets, etc.) **Automotive & Mobility:** AISIN CORPORATION (Supervision and advice in the pet travel and comfort domain, etc.) **Lifestyle Mail Order:** DINOS CORPORATION (Supervision of pet-related projects, etc.) **Manufacturers:** OIZUMI Co., Ltd. and others. **Media:** TV Asahi Corporation, NHK Radio Broadcasting, Daily Sports Advertising Co., Ltd., Halmek Age Marketing Co., Ltd., etc. ## Foundation of Overwhelming Trust: Track Record in Public Institutions and Education Director Mogi not only provides supervision to private companies but also applies her expertise in public institutions and higher education. She serves as a lecturer in the field of ethology at the Ministry of the Environment's Animal Welfare and Management Division's "Appropriate Rehoming Seminars" and as an adjunct lecturer at the Department of Veterinary Medicine, College of Bioresource Sciences, Nihon University, contributing to the education of the next generation and the formulation of administrative guidelines. It is precisely because we are built upon the strict accountability and ethical standards required in public and educational settings that we can ensure robust risk management and enhance brand value in private companies' product development and information dissemination. ## Why "Ethology" Becomes a Company's Strongest Weapon (Differentiation) No matter how excellent a product is, experiential value cannot be created if it is not accepted by dogs and cats, and if owners cannot continue to use it. **Planning Stage:** "How will its design, sound, and materials affect the sensory organs of dogs and cats?" **During Use:** "Is it an intuitive and effortless pathway for owners to naturally continue using it?" **During Dissemination:** "From an animal welfare perspective, is the expression clean and free from misunderstanding or controversy?" We reliably connect these three phases to the outcome of "behavioral change." ## Dream: Transforming Society by Combining with Corporate Strengths We want to increase more than just sales figures. "When we switched to a new home appliance, the unnecessary barking during our pet's alone time decreased." "When we went out in this car, our pet didn't get carsick and was relaxed." As the signals of reassurance for pets increase through corporate products like these, animal welfare makes significant progress. We are convinced that by combining this dream with the technological capabilities, distribution networks, and communication power of Japan's leading companies, the speed of social implementation will increase dramatically. Towards a society where anxious signs from dogs and cats are transformed into signals of reassurance. Our challenge continues. **[Dream Displayed on Dream Train]** Using Ethology to Transform Dogs' and Cats' Signs of Anxiety into Signals of Reassurance **[Company Profile]** Company Name: Monpanier Co., Ltd. Established: January 24, 2014 Business Activities: Import, planning, and sales of daily goods; academic supervision and consulting in the pet domain. Representative: Katsuji Hashizume, Representative Director; Chie Mogi, Director (Ph.D. / Veterinary Animal Behaviorist)