PupUp Launches in Singapore to Redefine Puppy Ownership with Ethical, Health-First Breeders

What sets PupUp apart is its commitment to the entire dog ownership journey — a relationship that extends well beyond the point of sale into personalised, lifelong support, unlike traditional, volume-driven channels. The journey begins by connecting prospective owners with registered breeders from either Dogs Australia (formerly the Australian National Kennel Council) or Dogs New Zealand (formerly the New Zealand Kennel Club). These breeders meet strict, breed-specific health testing requirements and provide comprehensive health guarantees.

Each breeder undergoes a multi-step screening process, including thorough documentation of each dog’s health testing records and genetics, personal interviews, and in-person visits. Rather than curating by breed popularity, PupUp partners with breeders who prioritise welfare over volume, creating a more ethical and considered approach to pet acquisition.

“The current system makes it far too easy to get a puppy, but hard to get a healthy one,” says Megan Tan, Founder of PupUp. “I found my dog, Chorizo, through a pet shop ad. Despite all the joy he brings, watching him struggle with preventable health issues, from contracting giardia at the pet shop as a puppy to developing luxating patella, opened my eyes to the real gaps in our system. More than the diagnosis itself, it was the constant uncertainty of never knowing what might surface next or where the puppy had truly come from that left the deepest impact. Many families face the same challenges, with little transparency about their puppy’s origins, breeding conditions, or health histories.”

“That’s why PupUp is about giving families a way to make one of life’s most important decisions, with confidence, transparency, and access to ethically bred, healthy puppies. Ultimately, our mission is to build a movement to elevate the standards of pet parenthood in Singapore and set a new benchmark for how families welcome dogs into their homes, offering lifelong support throughout their journey as pet parents.”

Designed with ease and transparency in mind, PupUp offers a seamless end-to-end experience. From learning about established breeders and their litters, to connecting with them through the in-app chat, to coordinating transportation arrangements and receiving personalised healthcare reminders, the platform supports families throughout their journey to welcome a puppy home. Breeders may also assess a prospective owner’s lifestyle and home environment before proceeding, a reflection of PupUp’s commitment to responsible, well-matched placements.

PupUp also ensures full cost transparency. Payments are securely managed and go to the breeder and the transporter handling international pet travel, with no hidden platform fees. Escrow protection is in place, giving families peace of mind as funds are released only at key milestones, such as deposit, transport, and final handover.

The platform’s health-first, transparency-driven model was affirmed during beta, when PupUp successfully placed its first puppies into carefully matched homes. Jessica, one of PupUp’s first puppy owners and proud parent to Bob, a Mini American Shepherd, shared: “I’d been wanting a dog for a long time but struggled to find a source I could truly trust, especially after visiting several pet shops, which left me feeling unsure. It was important to me that my puppy came from an ethical, reputable breeder, and that’s what stood out about PupUp. I got to connect directly with my puppy’s breeder, Lyn, who was extremely knowledgeable about the breed and guided me on what I need to be prepared for. I even chose to travel to New Zealand to meet my puppy and his family. It was truly the whole experience that made all the difference.”

The brand is already laying the groundwork for deeper partnerships in health, training, and nutrition, with plans to build a full ecosystem that supports families at every stage of the pet parenthood journey. As part of this vision, PupUp has partnered with Evervet Veterinary Clinic to offer families an annual wellness plan for each puppy they welcome home through the platform, covering essential first-year veterinary care.

Driven by purpose, PupUp envisions a future where ethical breeding is the norm and not the exception, and every puppy’s journey home is built on transparency and trust. With its roots in Singapore, the brand is also setting its sights on the region, aiming to become the gold standard for how families across Asia welcome dogs into their homes.

For more information, please visit www.pupup.io or follow @pupuphq on Instagram for updates, planned litters, and more. The PupUp app is available to download from the App Store.

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Notes to editors:

If you are a member of the press with a query, please contact: 

Kherray Yeo (kherray@pupup.io)

About PupUp

PupUp is a pup parenthood platform reshaping how families find and welcome puppies into their homes, with a brand and breeders who consider the full lifetime of every dog. Built on transparency, personalised guidance, and lifelong health-first support, PupUp empowers families to make one of life’s most important decisions responsibly and joyfully.  

Founded in Singapore, PupUp partners exclusively with registered, ethical breeders in Australia and New Zealand, ensuring every puppy’s journey home begins with care, not compromise. By combining rigorous standards, seamless technology, and heartfelt commitment, PupUp is setting a new benchmark for responsible, health-first dog ownership.