Is pet influencer marketing really a thing? In this episode of Open For Business, we chat with June Kweh, Founder of Hey Pawfriends!, a platform that connects pet brands with pet influencers (yes, that’s a thing!). The idea came about after brands started approaching her to promote pet products on her dog’s Instagram account with Hey Pawfriends! launched in mid-2024. Leveraging her background in e-commerce and digital marketing, with stints at Group M, Lazada, and Shopee, June was driven by the need to address the fragmentation and lack of structure for pet creators.


Hey Pawfriends! operates on three key pillars: a self-serve platform for SMEs to discover pet influencers, agency services for larger brands needing managed campaigns, and an emerging e-commerce initiative that empowers pet creators to launch their own product collaborations. In our conversation, June gets into how her platform aims to tackle the unique challenges of the pet creator economy, as well as her own challenges building the product, educating potential clients about the value proposition, and generating revenue on a lean, bootstrapped budget. The conversation also dives into strategic growth priorities for 2025, including expansion plans and the potential to raise external funding.

Is pet influencer marketing really a thing? In this episode of Open For Business, we chat with June Kweh, Founder of Hey Pawfriends!, a platform that connects pet brands with pet influencers (yes, that’s a thing!). The idea came about after brands started approaching her to promote pet products on her dog’s Instagram account with Hey Pawfriends! launched in mid-2024. Leveraging her background in e-commerce and digital marketing, with stints at Group M, Lazada, and Shopee, June was driven by the need to address the fragmentation and lack of structure for pet creators. Hey Pawfriends! operates on three key pillars: a self-serve platform for SMEs to discover pet influencers, agency services for larger brands needing managed campaigns, and an emerging e-commerce initiative that empowers pet creators to launch their own product collaborations. In our conversation, June gets into how her platform aims to tackle the unique challenges of the pet creator economy, as well as her own challenges building the product, educating potential clients about the value proposition, and generating revenue on a lean, bootstrapped budget. The conversation also dives into strategic growth priorities for 2025, including expansion plans and the potential to raise external funding.

The flagship entrepreneurship show on BFM, featuring personal business stories from early stage start-ups, all the way to billionaire octogenarians in Malaysia and abroad. Notable guests include Martin Cooper (father of the mobile phone), Julian Assange (founder of WikiLeaks), Ralph Henry Baer (father of video games), Tony Buzan (Mindmap Guru), Isaac Tigrett (Hard Rock Cafe founder), Robert Kiyosaki (Financial Guru), Nick Vujicic (motivational speaker) and more. Tap into this valuable resource of shared experiences for the SME industry, which also touches on news, issues and trends affecting the business community and beyond.

Open For Business

Discover fresh concepts, tackle obstacles, and unleash growth - Open For Business is the dynamic show where BFM engages with entrepreneurs, business leaders, and industry trailblazers, igniting inspiration, sparking success, and exploring new business models.

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