Internet’s 2024 Obsession: Viral Animals Take Center Stage “`
Moo Deng, a name familiar to millions globally, is a hugely popular internet celebrity. Her appealing appearance, playful nature, and highly meme-able expressions have made her an online icon; she’s a hippopotamus.
Viral cute animals are nothing new. Seven years prior, the Cincinnati Zoo suggested TIME name an Animal of the Year.
However, 2024 witnessed an unprecedented level of online animal adoration.
This plump pygmy hippo from Thailand, born in July and whose name means “bouncy pork,” emerged at a seemingly opportune time. University of Washington psychology professor emeritus David Barash told TIME that observing animals, whether online or in person, offers therapeutic benefits, providing a welcome distraction from global anxieties.
And Moo Deng certainly provided that distraction.
What began as photos and videos on Khao Kheow Open Zoo’s social media rapidly transformed into a global phenomenon. Social media users were captivated by every update, leading to a surge in followers across the zoo’s various accounts.
Moo Deng inspired fan art, merchandise, and even makeup trends. Zoo attendance reached record levels, necessitating safety measures for Moo Deng and adjusted visiting hours. (A dedicated live stream was created for devoted fans).
Jin Lee, a media sociologist at Curtin University in Australia, believes Moo Deng’s initial appeal stemmed from the authentic nature of her relationship with her caregiver. Lee notes that the caregiver’s genuine interactions with Moo Deng resonated with audiences seeking authenticity.
Moo Deng’s fame expanded significantly: appearing in photoshopped images, becoming the U.S. Labor Department’s poster child for workplace safety, and even being parodied on Saturday Night Live. In November, GMM, a major Thai music company, released a theme song for Moo Deng in four languages—Thai, English, Chinese, and Korean—garnering hundreds of thousands of YouTube streams.
Tony Sampson, a digital-media researcher at the University of Essex, describes digital virality as “affective contagion.” He explains that content evoking strong emotions spreads more effectively than purely informational posts, noting that negative emotions also spread widely, but people sometimes need an escape.
Sampson suggests that 2024’s high volume of depressing news contributed to Moo Deng’s popularity. He points out that amidst numerous disheartening posts on his networks about political issues and wars, his most popular post featured a small bird.
Moo Deng’s widespread appeal wasn’t unique. Numerous adorable animals shared the online spotlight—from capybaras to sloths to penguins, otters, and even another baby pygmy hippo born in Scotland in October. These social media stars share a common trait: people tend to anthropomorphize them.
Austrian ethologist Konrad Lorenz’s concept of Kindchenschema, or baby schema, describes humans’ attraction to features that make a creature appear cute—large eyes, prominent cheeks, clumsy movements—triggering protective instincts. Popular Moo Deng posts often compare her to a toddler, highlighting various toddler-like behaviors. One post even suggested she carried a leaf as a security blanket.
Barash cautions that anthropomorphism can lead to misinterpretations of animal experiences. However, he suggests that Moo Deng’s relatability isn’t inherently negative and often isn’t entirely inaccurate. He notes that animal behaviorists increasingly acknowledge the shared mental states between humans and animals.
Perhaps we all need our own emotional-support leaf. Or perhaps Moo Deng already fulfills that role.