The animal celebrity phenomenon: Moo Deng and the digital construction of non-human fame

This paper investigates the rise of Moo Deng, a pygmy hippo at Khao Kheow Open Zoo in Thailand, as an animal celebrity shaped by anthropomorphism, meme culture, and social media engagement. Moo Deng’s playful, human-like behaviours, amplified through viral memes and online narratives, have fostered emotional connections and parasocial relationships with audiences worldwide. These dynamics have elevated her status from a zoo resident to a global cultural icon, while driving commercial success through merchandise and fan-driven content. The study examines how digital platforms construct animal celebrity personas by blending anthropomorphism and viral imagery with commodification strategies, revealing how visual culture and platform dynamics converge in creating non-human influencers. By exploring Moo Deng, this research contributes to scholarship on digital animal celebrity and highlights how evolving media landscapes shape human-animal relationships in an increasingly interconnected world.