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Everyone, it seems, wants a piece of Moo Deng. The baby pygmy hippo is barely two months old and already famous. So beloved on TikTok, Instagram, and X is Moo Deng that workers at Khao Kheow Open Zoo, the place in Thailand where she was born, are doing all they can to keep up with her fans’ appetite for more. They post videos, photos, updates. They also welcome thousands of visitors a day and find themselves having to defend Moo Deng when tourists throw shells at her while she’s just trying to chill.
Moo Deng, a name that means “bouncy pig,” has probably been all over your timeline lately—on Sephora makeup tutorials, on X’s main feed. She was born in July and in the past few weeks has become the Internet’s New Favorite Animal. A tradition almost as old as the internet itself, Favorite Animals—Maru, any of the dogs on the shiba inu puppy cam, those two llamas who just happened to run free the same day everyone was trying to decide what color The Dress was—come into the public consciousness seemingly out of nowhere. Some, like Doge, stick around; others disappear, or simply outgrow their cuteness, within a matter of weeks.
All of which makes capitalizing on their fame a matter of some urgency. It seems heartless to think of animals this way, but if their owners don’t, someone else will. Perhaps that’s why zoo director Narongwit Chodchoi told the Associated Press this week that the zoo has begun the process of trying to trademark and patent the hippo to avoid her likeness getting used by anyone else—a smart move considering Moo Deng mugs, T-shirts, and other merch are already popping up online. Income from these efforts, Chodcho told the wire service, could “support activities that will make the animals’ lives better.”
Moo Deng might need it. Fandom is getting a bit out of control these days. As pop stars like Chappell Roan have amassed online and offline fame, they’ve also had to use their platforms to ask for space from boundary-less fans and stalkers. Social media celebs like Drew Afualo, on whose podcast Roan appeared to talk about the subject, also tell stories of being approached in public by people who simply know them from the internet.
It may seem odd to compare them to Favorite Animals, but the ways in which people feel entitled to their time aren’t that far apart. Everyone wants something for the ’gram, even if that something is a living being with its own sense of agency. One of Moo Deng’s most popular TikToks has 34 million views, and zoo staff have had to limit her visiting time to five minutes on Saturdays and Sundays to keep too many people from trying to get content of their own.
Trademark protections may be the best way for Moo Deng’s caretakers to ensure others don’t cash in on her viral fame. When Jools Lebron made efforts to trademark her “very demure, very mindful” meme, one of the hurdles that emerged was that it’s hard to claim ownership of a phrase. As Kate Miltner, a lecturer in data, AI, and society at the University of Sheffield’s Information School, told me at the time, memes with audiovisual elements, like Nyan Cat or Grumpy Cat, are easier to register. “People will invariably try to make money off of viral or memetic content, as we've seen time and again,” Miltner says when asked about trademarking the baby hippo, adding that the Cincinnati Zoo has already done this with Fiona the Hippo. “It's smart of the Khao Kheow Open Zoo to (at least try to) ensure that they’re the ones that do so.”
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Lebron seems to be figuring out how to market her moment, and Moo Deng’s keepers seem to be doing the same. Being online in 2024 means living in a state of near-constant vulnerability. You could get hacked or turned into a humiliating deepfake. Having a public opinion on a video game or The Acolyte could turn your mentions into a hellscape. And that’s what happens to filthy casuals. When you’re an ascending pop star or a baby hippo the weak spots multiply, because the world always seems hungry for more of you. It’s possible to protect yourself, even monetize yourself, but you can lose yourself, too.
Like Boaty McBoatface, Moo Deng was named by the internet. The zoo held a poll on social media. Unlike McBoatface, Moo Deng is a living thing; she’s a member of an endangered species and needs protecting. Moo Deng is more than a meme.
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