A Japanese man known as Toco, who gained fame for living as a dog, has launched a new business renting out his realistic dog costume to like-minded individuals seeking to experience life as a canine.
Hailing from Saitama Prefecture, Toco has always dreamed of becoming a dog. To transform this dream from fantasy to reality, he commissioned the special effects workshop Zeppet to create an ultra-realistic dog costume, which reportedly cost around 2 million yen (approximately ₹11 lakh). The costume, weighing 4 kg, features movable elements such as its mouth, tail, and paws, making it almost indistinguishable from a real canine.
Over time, Toco learned to emulate various dog-like behaviours, such as shaking hands, rolling over, and catching frisbees, allowing him to interact convincingly with real dogs, all the time wearing a collar. Last year, he expanded his collection by introducing an Alaskan Malamute costume, which is fluffier and more detailed than his initial creation. He even launched a YouTube channel to document his unique lifestyle, which has attracted more than 70,000 subscribers eager to witness his adventures.
Recognizing there are other individuals who share his passion for canines, Toco introduced his costume rental service to help fulfill their aspirations of becoming dogs themselves. The rental service was officially launched on January 26, 2025, and permits rental requests made at least 30 days in advance. According to the details shared on his official website, renting the costume for 180 minutes costs 49,000 yen (around ₹26,500), and for 120 minutes, the cost is 36,000 yen (about ₹19,500).
Despite the high price and limited availability, interest has soared with all the time slots for February already booked. Toco hopes this venture will continue to resonate with those who harboured similar dreams during their childhood. "Have you ever wanted to be an animal? Have you ever imagined yourself as something other than yourself and felt excited? We offer a service to help make your wish come true," his website invites.
Many followers have responded positively, with one commenter expressing gratitude: "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!' Thank you for making these dreams come true." This new service has also sparked conversations on social media, particularly among Chinese users. Comments ranged from jesting inquiries like, "Can I be a koala just sleeping on the ground?" to humorous suggestions like, "Becoming a jellyfish is tempting," illustrating the light-hearted nature of these conversations.
On top of enabling individuals to experience life as their desired pets, Toco's initiative has touched on childhood dreams and the creative lengths to which people will go to revisit those aspirations. It showcases how one man's unique passion can inspire community interaction and bring joy to others seeking to break the confines of everyday life.
Through Toco’s efforts, the idea of being able to embody different identities, even if just temporarily, reflects our innate desires for connection, creativity, and escapism. By renting out his costume, he not only entertains but allows people the opportunity to embrace their dreams of becoming animals, engaging them in whimsical experiences they once thought impossible.