Visitors to zoos and aquariums are drawn by the charm of matured animal offspring initially presented as adorable babies.
Meet Moo Deng, the internet-famous pygmy hippo born in Thailand back in July 2024. This sassy star has transformed into a full-blown brand, with Khao Kheow Open Zoo cashing in on merchandise and even releasing a single "composed" by Moo Deng in various languages. Meanwhile, Pesto, the king penguin known for devouring more fish than his parents, is another online sensation.
But what happens when these once-cute creatures start growing up? Sea Life Melbourne already has a strategy in place for Pesto's maturing phase, addressing the confusion of guests who notice his changing appearance or can't find him in his exhibit. After all, cute baby animals can bring in serious revenue.
Admission tickets are just the beginning. Zoos and aquariums offer pricier "behind the scenes" or "zookeeper for a day" packages, while standard Sea Life Melbourne tickets for adults start at $51. The real money-maker, however, is merchandise. From stuffed animals to keychains, zoos sell a wide range of branded products to capitalize on the popularity of their animal stars. The demand for Pesto-themed penguin plushies was so high it forced Sea Life Melbourne to source stock worldwide to meet the demand.
Professor Neil Carr from the Department of Tourism at New Zealand’s University of Otago is hardly surprised by this phenomenon. He notes that zoos are in the entertainment business. Visitors aren’t just there for education and conservation; they’re expected to leave the gift shop with at least a souvenir. Carr distinguishes between "front of house" and "back of house" at zoos, emphasizing that behind-the-scenes tours can be nothing more than a performance aimed at increasing revenue.
When a single animal goes viral, it can mean a significant boost for a zoo or aquarium. Case in point: Ocean Park in Hong Kong, which experienced a panda fever when its oldest female panda, Ying Ying, gave birth to twins in November 2024. The attraction capitalized on this enthusiasm, sharing social media updates and photographs of the twin pandas. Ocean Park's head of marketing refers to the pandas as "intellectual property" and emphasizes the emotional connection guests develop with individual animals, such as band fans have with their favorite members.
Animal rights group Born Free has criticized this trend, writing in an October 2024 press release that the short-term fame of viral animals sends fewer resources and attention to conservation efforts and the welfare of individual animals. They encourage people to learn about and support conservation efforts directly, rather than relying on viral pets for their animal education and support.
While the attention brought by viral animal celebrities can have both positive and negative impacts on zoos and aquariums, the successful management of this popularity is crucial to maximize its positive effects and provide meaningful support for conservation programs.
In an effort to expand its revenue streams, Sea Life Melbourne also offers "behind the scenes" tours, allowing visitors to get a closer look at the day-to-day life of its animal stars. Moreover, as the popularity of Pesto soared, many tourists began planning their travels specifically to see the penguin sensation, boosting tourism in the area.
