Fluffy Samoyed Cafe Going Viral on Social Media Perfect for Golden Week

“I just can’t get enough of this fluffy, soft fur!”

Beaming with a big smile, the woman reached out to pet the large, snow-white dog. The dog, in turn, showed no fear as it eagerly snuggled up to each visitor — a heartwarming sight to behold.

This is Samoyed Café moffu Harajuku (Shibuya Ward), a relaxing space built around the concept of a second home, where ten Samoyed dogs roam freely and keep guests company.

In recent years, the café has become a hot topic, especially among young women. Actresses Riisa Naka (35) and Meru Nukumi (23) have also visited, sharing their experiences on social media. It’s a popular spot now drawing attention even among celebrities — and we went in for a closer look.

Ten Samoyed dogs welcome the guests

A bright interior featuring wooden warmth and white-based decor. Guests change into special shoes and sanitize their hands with alcohol. And then — taking a step into the room where the Samoyeds await…

“Welcome home!”

The staff cheerfully greet each visitor. At the same time, as if to say “We’ve been waiting for you!”, ten Samoyed dogs aged one to three rush over with friendly smiles.

Samoyeds, with their snow-white, fluffy coats and black, doll-like eyes, resemble stuffed animals. Despite standing as tall as an adult man’s knee, their expressions are endlessly endearing.

So — what kind of dog is a Samoyed, exactly?

“They’re a large breed originally from the Siberian region of Russia. Having historically worked alongside people pulling sleds in freezing conditions, they’re generally gentle and very friendly. Their thick double coat — made up of both an undercoat and outer coat — allows them to withstand extreme cold and gives them that signature fluffy, soft fur,” explains an animal watcher.

Samoyed cafés, where visitors can interact with these dogs, first boomed in Korea around three years ago before arriving in Japan. When the dogs’ naturally upturned mouths — known as the Samoyed Smile — went viral on social media, the trend exploded among Japan’s younger generations as well.

A second home is the concept

That day, not only Japanese customers but also many visiting tourists from China, Hong Kong, and Taiwan with children filled nearly all the available spots in the hourly rotation system for up to 25 guests. The basic plan includes a one-hour café ticket with unlimited drinks — priced at 3,995 yen on weekdays and 4,665 yen on weekends (tax included; prices vary for same-day reservations).

The Samoyeds showed no signs of fatigue, happily playing with each other, chasing toys, or lounging on benches. Guests enjoyed giving them complimentary dog treats, stroking their silky fur, and taking photos while holding them.

Mitsuki Yasui, the PR representative for Samoyed Café moffu, which boasts top-tier popularity in Japan, explained how the café came about:

“The owner has always loved Samoyeds and originally kept them at home. When Samoyed cafés became a trend in Korea around 2022, they were inspired to open one in Japan. Of the 10 dogs in our café now, four are the owner’s own pets, who became our café’s star residents.”

The café’s concept of being a second home carries a special meaning as well:

“The owner’s mother passed away, and when he returned home, there was no one to say welcome back. He was comforted during those difficult times by the Samoyed he was raising. That experience led to his wish to deliver the warmth of a ‘welcome home’ greeting through this café,” said Yasui.

The café’s appeal lies in its heartwarming hospitality, the affectionate Samoyeds, and meticulous hygiene management.

One first-time visitor expressed surprise at the cleanliness:

“I expected it to smell because they’re large dogs, but there was no odor at all. Whenever a Samoyed looked like it might use the restroom, a staff member would immediately stand by with a pad and disinfectant spray. They cleaned up within seconds. It was impressive.”

They also prioritize the dogs’ well-being:

“We have 10 dogs, and each takes turns resting for an hour, with nine Samoyeds always present for visitors. If any dog seems unwell, we let them rest or take them to the vet. We always put our dogs first,” Yasui emphasized.

The café sees a steady stream of fans from Japan and overseas, with nearly every reservation slot booked daily.

“Since opening last April, we’ve been fully booked. Many couples visit on dates, and we even have repeat visitors traveling from Hokkaido just to see their favorite Samoyed. We’re thrilled and currently planning to expand to Osaka as well.”

An oasis of smiles for both humans and dogs — the secret behind Samoyed Café’s popularity lies in the thoughtful, dog-centered space they’ve created.