A growing online trend in China is targeting one of the most vulnerable groups imaginable: grieving pet owners. Self-proclaimed psychics are charging hundreds of dollars to “communicate” with deceased pets and even determine where and when they have been reincarnated. Critics say it’s a heartless scam exploiting grief, while some believers insist it’s a spiritual service worth paying for. Here’s all about China’s new pet reincarnation scam.

How the pet reincarnation scam works

According to The South China Morning Post, these so-called animal psychics advertise their services on Chinese social media platforms and in private chat groups. Fees vary based on the type of “communication” requested:

• Basic package: 128 yuan (US$18) for five questions to the deceased pet.
• Premium package: 2,999 yuan (US$420) for unlimited questions over six months.
• Reincarnation check: Between 899 yuan and 1,899 yuan (US$125–260) to determine if the pet has been reborn.

The services often promise comforting but generic answers, “Your pet misses you,” or “Your pet is in a better place,” while pushing more expensive “reincarnation packages” that involve daily rituals and waiting for dreams that never come.

A victim’s story: from comfort to betrayal

One victim, identified only as Anran, lost her Beagle, Qiqi, to kidney disease in October 2024. A woman named Ling contacted her, inviting her to join a chat group of over 400 grieving pet owners.

Anran first paid 128 yuan for a five-question session, but quickly noticed the psychic’s responses closely matched personal details visible on her social media. Hoping for closure, she then purchased an 899-yuan “reincarnation package” and was instructed to pray daily until Qiqi appeared in a dream to reveal its new life.

When no dream occurred, Ling blamed Anran’s “lack of sincerity” and “emotional instability” — before blocking her entirely.

How widespread is the pet reincarnation scam?

Another netizen reported that at least 20 victims lost a combined 10,000 yuan (US$1,400) to a similar scheme. In many cases, victims were removed from chat groups or blocked immediately after payment.

While some have reported incidents to police, it’s unclear how many cases result in legal action, as spiritual services often fall into regulatory grey areas in China.

Why grieving pet owners are vulnerable

Psychologists note that pet loss can trigger grief levels similar to losing a human loved one. This emotional vulnerability can make people more susceptible to manipulation, especially when the promise of “hearing from” their pet offers hope or closure.

In China’s growing pet culture, valued at more than US$35 billion annually, the emotional bond between owners and animals is intensifying, creating a lucrative market for both legitimate and fraudulent pet-related services.

Public reaction and warnings

Chinese social media users have condemned the practice, with one commenter urging, “Do not let scammers take advantage of your sorrow.” Others have called for stricter enforcement against online fraud targeting vulnerable groups.

Consumer protection advocates recommend:

• Avoiding services that make unverifiable spiritual claims.
• Researching providers before payment.
• Seeking emotional support from friends, family, or licensed grief counselors instead of anonymous online sellers.

The bottom line

Whether viewed as a spiritual offering or an outright scam, the surge in “pet reincarnation” psychic services highlights a larger issue: the commercialization of grief in an unregulated online marketplace. For many, the emotional cost far outweighs the financial one — leaving them not only poorer, but still searching for closure.