MANILA - Hundreds of pet-owners and their companion animals trooped to Eastwood City on Sunday to participate in the 4th annual "Pet Blessing," launched on the feast of St. Francis of Assisi, patron saint of animals.

The event, organized by Megaworld Corporation and the Philippine Animal Welfare Society (PAWS), aims to promote responsible pet ownership and animal welfare.

It also offers a chance for owners and their creatively costumed pets to mix and mingle in Eastwood City's "pet-friendly" environment.

The "Pet Blessing" began with a Catholic mass, held by Franciscan priests, followed by the anointment of dogs, cats, and guinea pigs with Holy water.

Early in the day, there was a pet-themed fountain show and a "Pet Thrill" bazaar that featured pet food and accessories.

For the first time in 4 years, the event featured an awards ceremony for the day's top dogs (and cat) - an activity that was originally held on Halloween and Easter.

The winners were chosen by a panel of judges composed of Megaworld marketing officer Tefel Pesigan, photographer Jay Javier, and Pet One's Edmund Tobias.

Eastwood Pet Blessing organizers said there were over 350 pet-owners who registered for free at the pet blessing this year, around 50 more than in 2008.

Owners were given a bag filled with pet treats and invited to a cocktail that sported hors d'ouevres and gourmet pet food alike.

In the event's history, people have not only brought purebreed or mixed-breed cats and dogs, but albino snakes, iguanas, and fish.

Star of the evening

The "Star of the Evening" award winner, considered the event's top honor, was a fluffy caramel-colored Chow-Chow called "Sam," named after actor Sam Milby.

His companion, Joseph Arellano, said Sam is friendlier than other Chow-Chows that are sometimes prone to biting.

Arellano, a self-confessed dog-lover, said he keeps a brood of Chow-Chows and Goldren retrievers at home, some of whom are named after Filipino celebrities like "Juday," "Ryan," and "Anne."

Arellano said he got Sam, the dog's mother, and the dog's aunt as presents last Christmas.

"It's like having lots and lots of kids, because I have to have ya-yas (maids) for all of them," Arellano said in an interview.

Sam's cousin, a Chow-Chow named "Lara," however, perished during typhoon Ondoy when her owners' house collapsed, and she was swept away by the current of a nearby creek.

As Arellano's favorite dog among the bunch, Sam has the honor of sleeping inside the master's bedroom.

Sam reportedly knows how to turn an electric fan on and off with his paw, shift the fan's position so it faces him, and even how to shake hands with people.

Arellano said that, last June, Sam had won as Philippine Champion at the annual Philippine Canine Club Inc.'s (PCCI) all-breed dog show.

The PCCI is the only registry for purebreed dogs in the country, and is responsible for sanctioning dog events. The PCCI also promotes responsible pet ownership.

Other award winners were MJ Lazaro and his beagle "Shiloh" for the Early Bird award; Tinette Encantado's grey cat named "Portia" for the Photogenic Pet Award; and two pugs named "Enzo" and "Phoenix," who wore matching angel wings on their backs, owned by Lorraine and Keisha Episcove.

Ramon Ronquillo's Rottweiler named "Badong" - who was clad in white sunglasses and performed tricks for the crowd early on - won the Congeniality award.

Fashionable

The "Pet Blessing" event usually attracts posh crowds who can afford to pay for expensive pet grooming, pet clothes and shoes, or accessories like designer leashes and embellished collars.

"[Last year], a lot of our attendees came from nearby villages such as Acropolis, Valle Verde, and Corinthians. But there were also a handful that came as far [as] Alabang," said Megaworld Commercial Division head Kevin L. Tan in a statement.

The fun-filled event, Persigan said, also offered a brief respite for people and pets who were affected in the recent floods brought by Tropical Storm Ondoy last week.

"We have a 24-hour relief collection point in Eastwood for donations meant for pets," she said.

Recent years have seen the rise of pet fashion stores, upscale pet salons, and the seeming "stylishness" of keeping purse-sized dogs or cats.

A Businessweek report notes that Americans alone have spent about $41 billion a year on their pets, which is double the amount spent on pets 10 years ago.

The report also said that the billions spent on animal fashion and specialized pet services in the US is "more than the gross domestic product of all 64 countries in the world."

Pet friendly

In the Philippines, Eastwood City was one of the first establishments to allow pets within their premises. It features agility camps (obstacle courses for small animals), specialized pet stores and a pet registration system called a "Pet Pass."

Eastwood malls allow owners to shop with their pets, or dine with them at designated al fresco areas.

Eastwood also holds yearly Easter and Halloween trick-or-treats for costumed pets, as well as pet-training seminars and workshops for pet care.

Pesigan said the move to open the commercial and residential areas to pets was Megaworld Corp. Board Chairman Andrew Tan's initiative when he noticed that more and more Filipinos would "treat their pets as children" or part of the family.

"These people who bring their pets here, they're really like mothers. They train their pets," Pesigan said.

'Like family'

The commercialism and popularity of pet ownership has its upside, said Fr. Ting Cuenca of the Sanctuario de San Antonio, because it, at least, shows that people love and care for their pets.

"More than the commercial business, we can inject something spiritual about the celebration. Our closeness to these animals is our way of treating creation as brothers," he said in an interview.

Cuenca said pet blessings are normal rituals celebrated in Franciscan parishes during St. Francis of Assisi Day on October 4. He said it was his first time to officiate a Pet Blessing at Eastwood City.

"The event is good because it reminds people to care for creation. Not only for pets, but for the rest of creation that we tend to neglect," Cuenca said.

"In fact, in the homily, it was mentioned that animals could teach us a thing or two about how to detect [tsunamis and earthquakes] and can save people. All creatures deserve to be cared for," he added.

Pesiga said the popularity of events like the "Pet Blessing" is an effective means of creating awareness for animal welfare advocacies.

Persiga said that responsible pet ownership has "slowly penetrated" the Philippine provinces, where pets are sometimes eaten or sold as meat.

"Events like this make pets as part of the family. We have to treat them like family," Pesiga said. Report and photos by Kristine Servando, abs-cbnNEWS.com/Newsbreak.