Pete Wicks, the tattooed, long-haired heartthrob best known for his dramatic romances and sharp one-liners on The Only Way Is Essex (TOWIE), has long been a fixture in British tabloids. But beneath the reality TV persona lies a man whose deepest passion isn’t fame, fleeting relationships, or red-carpet glamour—it’s dogs. In late 2017, Wicks stepped far outside the Essex bubble, traveling thousands of miles to South Korea where he joined a daring rescue mission with Humane Society International (HSI). There, on a grim dog meat farm, he helped save more than 170 dogs from a fate of unimaginable suffering. This wasn’t a publicity stunt; it was a profound act of compassion that revealed the true depth of his character—and it’s a story that continues to inspire animal lovers worldwide.

The mission took place on a squalid farm in Namyangju, just a two-hour drive from what would soon be the glittering venues of the 2018 PyeongChang Winter Olympics. At the time, South Korea’s dog meat industry was a stark, hidden reality: an estimated 17,000 farms breeding over two million dogs annually for consumption. Many of these animals—often golden retrievers, beagles, Jindos, mastiffs, spaniels, and greyhounds—spent their entire lives in cramped, filthy wire cages, exposed to extreme weather, starvation, and disease. Their end was brutal: electrocution or slaughter for dishes like bosintang, a spicy soup traditionally consumed during the hot summer months known as Boknal.

Wicks, moved by earlier HSI videos of farm closures, volunteered to join the team’s tenth permanent shutdown. “Nothing could have prepared me for how dreadful a dog meat farm really is,” he later said. Arriving in the bitter Korean winter, he rolled up his sleeves alongside rescuers, filling cages with warm straw for protection against the cold, comforting terrified dogs, and carefully loading them into crates for transport. One by one, over 170 dogs—many emaciated, pregnant, or covered in sores—were freed from their prisons. Thirteen of them, including a golden retriever named Henry, a beagle called Jack, and several Jindo mixes, were flown to the UK for rehoming. The rest headed to shelters in the US and Canada.

For Wicks, the experience was life-altering. “Seeing for myself the horror of a dog meat farm has been one of the most emotional experiences of my life,” he reflected. “I love my dog Eric with all my heart, and I kept thinking how dreadful it would be for him to spend even one day in a place like that.” Eric, his rescued French bulldog, had already transformed Wicks’ world, but witnessing these dogs’ resilience broke something open in him. Despite lifetimes of cruelty, many wagged their tails tentatively, craving human touch. “The way they still wanted to be our friends—that was so humbling,” he said. Some were so traumatized they cowered in fear, yet others pressed against the cage bars, desperate for kindness.

HSI’s approach went beyond rescue. They partnered with the farmer, who was eager to exit the declining trade, providing support to transition to humane livelihoods like crop farming. This model—closing farms permanently while aiding farmers—has since helped HSI shut down dozens more sites, rescuing thousands. Claire Bass, HSI’s UK director at the time, joined Wicks on the ground and even adopted one of the dogs, Henry, whom she described as connecting with her instantly despite his ordeal.

Back in the UK, Wicks was there to greet the “Lucky 13” upon their arrival at Heathrow in early 2018. Emotional reunions ensued as he cradled familiar faces like Henry and Jack. The moment captured hearts nationwide, with media outlets praising his hands-on heroism. Even Simon Cowell sent a heartfelt message commending the effort. Fans flooded social media with admiration, many saying it redefined their view of the TOWIE star. “Pete has been an absolutely fantastic ambassador,” an HSI spokesperson noted. “He mucked in from day one.”

The impact rippled far beyond that farm. Wicks became vegetarian shortly after, citing the trip’s profound effect: “Since Korea, I’ve given up eating meat. There’s this argument that eating dogs is cultural, but that’s changing massively now.” He continued advocating, returning to Parliament exhibitions with HSI and supporting petitions to ban the trade. His platform amplified awareness, highlighting how most South Koreans—especially younger generations—don’t eat dog meat and view it as outdated.

This wasn’t Wicks’ only brush with international rescue. He’s traveled to Romania for stray dog missions and supported French bulldog rescues in China. But the South Korea operation stands out for its scale and intensity. In interviews years later, he called it “one of the most life-changing things that’s ever happened to me.” The smells, sounds, and sights haunted him, yet the joy of liberation fueled his ongoing commitment.

Fast-forward to today, and Wicks’ dedication shines brighter than ever. In 2024-2025, he starred in Pete Wicks: For Dogs’ Sake, a heartfelt docu-series on U&W following him at Dogs Trust rehoming centers in the UK. Viewers watched him clean kennels, rehabilitate abused pups, and match them with forever homes—all while sharing raw emotions. “I’d much rather be around animals than people,” he admits. The show underscores his evolution from reality villain to animal welfare champion. He authored For the Love of Frenchies, chronicling how rescues like Eric, Peggy (his one-eyed Frenchie), and others saved him as much as he saved them.

Wicks’ story resonates because it’s authentic. In an era of performative activism, he chooses action over optics. No cameras forced him to Korea; his love for dogs did. That mission saved 170 lives directly, but indirectly, it inspired countless adoptions, donations, and awareness. South Korea has made strides—a full ban on dog meat farming, breeding, and sales takes effect in 2027, influenced by campaigns like HSI’s. Yet challenges remain, with recent rescues (like 67 dogs in 2025) reminding us the fight continues.

What drives a man like Wicks? Vulnerability beneath the tough exterior. He’s spoken openly about mental health struggles, finding solace in his dogs’ unconditional love. “Dogs don’t judge; they just love you,” he says. Rescuing those 170 wasn’t about heroics—it was empathy in action. Imagine the terror of those cages, the hope in a gentle hand reaching in. Wicks felt it, acted on it, and emerged changed.

Fans worldwide have been moved. Social media tributes pour in: “Pete proved celebrities can use fame for real good.” Adoption inquiries spiked post-mission. One rescued dog, Tory (a Jindo mix), even echoed the name of South Korea’s then-president’s adopted farm rescue. Stories of survivors thriving—Henry bounding in fields, Jack playing fetch—offer pure hope.

This isn’t about fame. It’s about compassion, courage, and choosing to act when it matters most. Pete Wicks didn’t just save dogs from death row; he gave them—and us—a powerful reminder that one person’s resolve can spark profound change. In a cynical world, his journey from Essex drama to global rescuer restores faith in humanity. Those 170 tails wagging freely today? They’re proof that hope wins, one brave step at a time.

As Wicks continues volunteering, advocating, and loving his pack, his legacy grows. He’s more than a TV star—he’s a beacon for anyone wondering if individual actions matter. They do. Profoundly.