The Era of “Fan Activities” for Animals! The “Baby Economy Effect” at Zoos and Aquariums Nationwide: How “Cuteness” Drives the Economy

“So cute!”

That single word is enough to make people open their wallets and travel long distances.

This summer, too, baby koalas, Asian elephants, spotted seals, and other baby animals have been born one after another at zoos and aquariums across the country. Their adorable images are spreading like wildfire not only on TV and news sites but also on social media, capturing the hearts of many people.

However, this craze goes beyond mere “comfort.” The births of these babies are said to be a major driving force behind the facilities’ operations, leading to increased visitor numbers, higher merchandise sales, buzz on social media, and even the cultivation of future fans.

Baby Animals Are the “Ultimate Free Advertising”

Does “cuteness” really drive the economy? Economic analyst Kaede Yokokawa analyzes the birth of baby animals as “the most powerful content for attracting visitors and free advertising.”

“The birth of a baby animal pairs exceptionally well with social media, and it’s not uncommon for people who see the posts to continue following its growth. With lines forming before the park even opens and extensive media coverage, the ongoing PR effect is immense.”

Whereas a company would typically spend money on advertising to raise awareness, the very existence of the baby generates buzz, and people voluntarily spread the word. It truly serves as a “living billboard.” Staff on the ground are also experiencing this effect firsthand.

“On the first day the Manul kitten was unveiled to the public, the park opened at 10:00 a.m., but starting around 7:30 a.m., visitors eager to see the kitten were already lined up in front of the entrance. Even since summer vacation began, there have been consecutive days where lines form before the park opens,”

So says a public relations representative at “Kobe Animal Kingdom” (Hyogo Prefecture). This is the first time in two years that a Manul kitten has been born at the park.

“There’s been a huge response on social media as well; we’ve received about 15,000 ‘likes’ on Instagram and about 21,000 on X. We’ve also received many heartwarming comments from people saying, ‘I came from far away just to see the Manul kittens,’” the spokesperson added.

Meanwhile, at “Ise Sea Paradise” (Mie Prefecture), a baby spotted seal is also attracting a lot of attention.

“Many visitors from all over the country have come to see the pup, which is covered in pure white down and can only be seen for about two to three weeks after birth. On some days, lines form before the park even opens, and we’re really feeling the huge response.

Thanks to coverage in the media and on social media, the number of repeat visitors coming back multiple times to watch the pup grow has increased. We’re also selling original merchandise featuring the white-furred pup as a model, and it’s been very well received. The pup’s birth isn’t just a reason for people to visit—it’s also having a major impact on merchandise sales and other areas,” said a public relations representative.

The presence of babies attracts people, sparks conversation, and deepens connections with the facilities. The significant “baby economic effect” is also evident at zoos and aquariums.

Mr. Yokokawa, mentioned earlier, points out, “‘Cuteness’ is an extremely powerful motivator for consumption.”

“As seen in the cases of ‘Kobe Animal Kingdom’ and ‘Ise Sea Paradise,’ many people travel from far away just to catch a glimpse of the babies, generating spending that includes transportation and lodging costs. Survey responses collected from various related facilities this time also reveal interesting results.

At the Yokohama Municipal Kanazawa Zoo (Kanagawa Prefecture), sales of koala-related merchandise in June and July rose to 121% of the same period last year, driven by the popularity of the koala cub.The contest to name the baby koala received approximately 7,100 entries in just one week, and the zoo’s Instagram following grew by about 1,700 people—more than three times the typical monthly increase and a 176% rise compared to the previous year.

Posts about the spotted seal pup at “Ise Sea Paradise” have generated a huge response, recording a peak of approximately 4.2 million page views on “X” (as of August ’26).“This shows that the presence of baby animals goes beyond simply generating buzz; it attracts visitors, drives consumption, and enhances the value of the facility.”

Value That Cannot Be Measured by Visitor Numbers Alone

While some of the facilities interviewed for this article noted that “even when a baby is born, visitor numbers don’t necessarily increase significantly,” Mr. Yokokawa says that by continuing to actively share updates, each facility can “strengthen engagement.”

“Even people who can’t visit the facility right now can follow the animals’ daily growth on social media. Through initiatives like naming contests, a bond with the facility is formed, leading to the creation of long-term fans rather than one-time visitors. In recent years, we’ve entered an era where animals have developed star power and brand value similar to that of idols.

For example, many of you probably remember how ‘Muden,’ a pygmy hippo calf born at a Thai zoo in 2024, went viral worldwide on TikTok and Instagram. Speaking for myself, I’m such an animal lover that I’ve even traveled long distances specifically to see the sea otters at the Toba Aquarium (Mie Prefecture) and the koalas in Australia.

It’s no exaggeration to say that “supporting” animals is now moving people across national borders. We analyze that the feeling of “cuteness” is not just a fleeting fad, but rather a crucial foundation for enhancing brand value and securing long-term repeat visitors.”

It is precisely this desire to “show support”—which cannot be measured by visitor numbers alone—that is becoming a vital asset underpinning the future of zoo and aquarium management. Moreover, cute baby animals do more than just generate excitement about the facility’s “current” state.

By drawing fans who visit repeatedly, buy merchandise, and show their support on social media—these adorable babies are fostering a fan base that underpins the future of zoos and aquariums.

So, what kinds of baby animals are actually gaining popularity this summer? Let’s take a look at the “Baby Guide” compiled from zoos and aquariums across the country.

[Tokyo] Ueno Zoo: *Pygmy Hippopotamus*

Name: Iroha (female)
Date of Birth: December 25, ’25

■Charming Features and Highlights
Her pink, sagging jowls—a trait typical of young pygmy hippos. As she matures, the pink color and sagging will diminish, so now might be your best chance to see her childlike face. During the hot summer months, you can see her and her mother swimming together in the pool at the rooftop exhibit and sleeping side by side.

■ Care Notes

Iroha’s mother, Momiji, is very protective of her calf and rarely leaves her side. Thanks to Momiji’s dedicated parenting, Iroha is growing into a laid-back and fearless young hippo. It’s heartwarming to watch the mother and calf playfully chase each other around the exhibit.

[Kanagawa Prefecture] Yokohama Municipal Kanazawa Zoo “Koala”

Name: Kikutaro (Male)
Birthday: December 1, ’25

■ Charming Features and Highlights

His big, round eyes are his most charming feature. The sight of him clinging to his mother’s belly can only be seen during this time of year, before his back starts rubbing against the tree. Once summer passes, he’ll only ride on her back, and as he grows even larger, he’ll eventually stop riding on her back altogether.

■Rearing Stories

On June 15, when he peeked his head out of the pouch for the first time, he was so adorable it took our breath away. Since his mother, Tanpopo, has a cautious personality, we are committed to creating an environment where she can raise her young with peace of mind.

[Kanagawa Prefecture] New Enoshima Aquarium 《Bottlenose Dolphin》

Name: TBD (Male)
Date of Birth: June 19, ’26

■Charming Traits and Highlights

He was an excellent swimmer right from birth, surprising even the veteran zookeepers. He’s currently at the stage where he’s just starting to play on his own; lately, he’s been chasing the bubbles he blows himself while snapping at them. Since his play habits change frequently, be sure to observe what he’s up to when you visit.

■ Care Story

Labor began at 2:00 a.m., and the calf was born at 2:56 a.m. I remember that despite the late hour, a large number of staff members rushed to the scene to watch over her, and after the birth, we all stayed to observe her until morning. It’s truly heartwarming to see her swimming close to her older sister, Marin (24), even though Marin was wary of her at first.

[Mie Prefecture] Ise Sea Paradise “Spotted Seal”

Name: TBD (Female)
Date of Birth: April 8, 2026

■Charming Traits and Highlights

During her white-fur phase, she displayed behaviors unique to a baby, such as using her mother’s back as a pillow to sleep. Even now, she retains her youthful expression and faint spotted pattern, allowing visitors to enjoy the charm of her growing-up phase. The facility hosts events where the spotted seals roam freely, giving visitors a close-up view of them walking right at their feet.

■Care Stories

One particularly memorable moment was the transition from white down to the speckled pattern. Since this process was slower than with previous pups, we watched over it daily; however, once it began, the change happened in the blink of an eye, surprising the entire care team.After weaning, they were reluctant to eat fish, but now they’ve grown to the point where they beg by making “boo-boo” sounds. During their walks, they’re expanding their range and energetically enjoying their daily “adventures.”

[Hyogo Prefecture] Kobe Animal Kingdom “Manul”

Names: San (male), Nagi (female), Komorebi (male), Bono (male), Haku (male)
Birthday: May 12, ’26

■Charming Traits and Highlights

San is full of energy but surprisingly cautious.Nagi, the only female, has the brownest fur and is very curious. Komorebi, affectionately known as “Komo-chan,” is large and powerful. Bono is easily recognizable by the dark stripes on his back. Haku looks a lot like his mother and is the biggest cuddler of the group.

■Rearing Stories

I watched over the birth on a monitor, but my heart nearly stopped when the mother fell asleep with her eyes wide open. The kittens, who were initially afraid of the staff, have now grown to the point where they climb all over me like it’s a playground. During exhibition rehearsals, they got so excited in the spacious exhibit hall that it was truly memorable to see all five of them fall asleep together after returning home.

[Hokkaido] Otaru Aquarium “Steller’s Sea Lion”

Name: Daizu (Male)
Birthday: July 4, ’26

■Charming Traits and Highlights

He is very curious and full of energy. Although small in size, he actively swims in the pool and climbs to high places on land. Recently, he has been seen swimming on his own, as well as riding on the back of his mother, “Mame,” while she swims.

■Care Notes

This is the first sea lion birth in seven years, and it’s also the first litter for the mother, “Mame.” Since she has almost no eyesight, we were concerned about her ability to raise her pup, but she cared for “Daizu” diligently, relying on its cries. From the very day of birth, we observed her picking up “Daizu” with her mouth after the pup fell into the water and bringing it back to land—we were deeply moved by her maternal love, which showed no sign of being hindered by her visual impairment.

[Oita Prefecture] African Safari “Asian Elephant”

Name: Tawa (Female)
Birthday: December 19, ’25

■Charming Traits and Highlights

It’s charming to see her walk alongside her mother, tucking under her belly. She also mimics adult elephants by using her short trunk to bring apples and bananas to her mouth. If you’re lucky, you might spot this mother-and-calf pair during your safari tour.

■Care Notes

She weighed 128 kg at birth, but after drinking plenty of her mother’s milk, she grew steadily and reached 280 kg six months later. She is very affectionate; her mother seemed a bit exhausted when she was first born, but now the two get along very well.