Her photos and videos have taken the Internet by storm over the past two weeks. Time Magazine dubbed her an “Icon” and “Legend,” declaring, “She Is the Moment.” Pygmy hippo calf Moo Deng’s rise to fame is unexpectedly unstoppable, and in this edition of Muse, we explore the reasons behind her viral success and how brands across the globe have leveraged her popularity.
Why did Moo Deng go viral?
Moo Deng is not the first hippo to rise to fame. Fiona the Hippo won hearts worldwide in 2017 when the Cincinnati Zoo shared her survival story on social media. Her playful behaviour and heartwarming interactions quickly made her an internet sensation, inspiring fan art, memes, and merchandise.
The first clue to Moo Deng’s rapid rise to fame could lie in human instinct: The Washington Post highlights research indicating that “baby schema” traits or features resembling those of infants trigger our nurturing instincts. Moo Deng’s large eyes and pudgy rolls evoke these characteristics, making her irresistible to viewers despite being a different species.
Daniel Kruger, a research scientist in evolutionary psychology at the University of Michigan and the State University of New York at Buffalo, explained that infantile features such as big eyes, large foreheads, small chins, and plump bodies signal helplessness and dependency, motivating us to care for them.
Similarly, Morten Kringelbach, a University of Oxford neuroscience professor, noted in 2016 that cuteness activates areas of the brain associated with emotion and pleasure. This could explain why babies and adorable animals like Moo Deng are so hard to resist and how it fuels their viral potential.
How have businesses capitalised on Moo Deng’s viral success?
Sephora Thailand jumped on the trend with makeup tips like “wear your blush like a baby hippo”, drawing inspiration from Moo Deng’s rosy cheeks. Food delivery app Grab Thailand shared creative images of meals garnished by Moo Deng.
It’s not just the big players who are jumping on the Moo Deng bandwagon – a bakery in Bangkok took advantage of the hype, announcing on Facebook that it had to limit orders for Moo Deng-inspired cakes due to overwhelming demand. Government organisations are also getting a piece of the Moo Deng pie, with the Thai Embassy in Tokyo sharing photos of Moo Deng on X, encouraging visitors to the zoo.
Even international sports teams got involved. FC Bayern, Phoenix Suns, and Washington Commanders joined the fun by posting memes featuring Moo Deng.
From makeup tutorials to bakery creations, brands have demonstrated that jumping on viral trends with timely, creative, and relevant content can amplify their reach and engagement. Integrating the right trend into your brand’s communication efforts will create memorable and impactful moments. Continue reading our next blog to learn more about how you can leverage trending topics effectively.