Ueno Zoo in Tokyo is promoting the shoebill stork as its new star attraction after the facility became panda-free for the first time in 15 years [1].
The shift marks a significant branding pivot for one of Japan's most visited zoos. Because pandas have historically been the primary draw for tourists, the zoo must establish new icons to maintain public engagement and foot traffic.
Governor Yuriko Koike visited the zoo on April 3, 2024, to inspect the facilities and meet the birds. During her visit, Koike said the shoebill stork was her "favorite" and called its atmosphere "creepy-cute" [2].
Koike said she could watch the birds indefinitely and looked forward to seeing when they would move. She said the birds were transitioning from being her personal favorites to becoming everyone's favorite [3].
The absence of pandas follows the return of twin pandas to China in January 2024 [1]. This event ended a continuous presence of pandas at the zoo that had lasted since 1972 [4].
To bolster the shoebill stork's profile, the zoo currently houses four of the birds [5]. Officials are also introducing new themed amenities to enhance the visitor experience. The zoo plans to begin operating electric carts featuring shoebill stork motifs in May 2024 [5].
A representative for Ueno Zoo said that visitors might see the birds eat fish quickly if the timing is right [6].
““I think the atmosphere they exude is somehow ‘creepy-cute’ and that is good,” said Governor Yuriko Koike.”
The transition from pandas to shoebill storks represents a strategic move by Tokyo's municipal government to diversify the zoo's appeal. By leveraging the 'kimokawa' (creepy-cute) aesthetic, the zoo is attempting to pivot from the global brand power of the giant panda to a more niche, curiosity-driven attraction to sustain its economic and cultural relevance.
