Japanese animal parks and aquariums are using viral social media content to increase visitor numbers and engage the public.

These marketing strategies transform animal exhibits into digital experiences, leveraging global trends to attract a younger demographic and foster personal connections between visitors and staff.

Nagasaki Bio Park began implementing TikTok in 2018 [3]. One specific video featuring a hippopotamus eating watermelon in an ASMR style reached 170 million views [1]. The park has since grown its TikTok following to 1.82 million users [2].

Toshihiko Haruoka, the social media manager for Nagasaki Bio Park, said that more people are visiting after seeing the videos, which has increased overall attendance. Haruoka said that the digital presence has also closed the distance between the keepers and the guests.

Haruoka said that because visitors can see which keeper is responsible for which animal, it has become easier for guests to start conversations with the staff.

Similar success has been found at the Sumida Aquarium in Tokyo through the use of "relationship charts" for its penguins. These charts map out the social dynamics and interactions among the aquarium's 58 Magellanic penguins [6]. While some reports indicate the practice began in 2019 [4], other records show the "Sumida Penguin Relationship Chart 2026" was posted on Dec. 13, 2025 [5].

These initiatives are designed as marketing tools to reduce the perceived gap between professional animal caretakers and the general public. By highlighting the personalities and social hierarchies of the animals, these institutions create a narrative that encourages repeat visits, and deeper emotional investment from the audience.

“"Video views have increased, and visitor numbers have followed."”

The shift toward 'edutainment' via short-form video and social mapping indicates a change in how public institutions manage conservation and education. By prioritizing 'shareable' moments and animal personalities over traditional biological displays, these facilities are adapting to the attention economy to ensure financial viability and public interest.