Beyond Fleeting Fascination: How Moo Deng and Butterbear Offer Escapism in Hard Times

While Moo Deng, a cute baby pygmy hippo, has become a global Internet sensation, it is noteworthy that she is the second iteration of Thailand’s homegrown non-human “net idol” in a short span of time. Almost concurrently, Thailand has embraced Butterbear (locally known as “Mhee Neoi”), an equally endearing bear mascot of a Thai bakery. The common thread between these two is their undeniable cuteness and childlike qualities — an appeal that resonates deeply with many netizens. While anthropomorphism — attributing human traits, emotions, or intentions to non-human entities — is not a new phenomenon, it is intriguing to examine its implications in contemporary society.

Specifically, what drives the virality of Moo Deng and Butterbear among certain online communities? Arguably, netizens are utilising these characters as emotional refuges. As socioeconomic hardships intensify, marked by rising unemployment rates, economic instability, and social inequality, people increasingly turn to Internet trends as escapism. Analysing this phenomenon through the lens of psychological coping mechanisms, social connectivity, and the allure of digital culture reveals its deeper significance.

Escapism is rooted in the human desire to avoid unpleasant realities. According to the American Psychological Association, escapism can serve as a coping strategy, allowing individuals to temporarily distance themselves from stressors. Since the Covid-19 pandemic, Thailand has struggled to recover from the economic downturn. A report from Bain & Company predicts that Thailand’s economy will grow a mere 2.8 per cent in 2024, compared to an ASEAN average of 5.1 per cent. Household debt is among the highest in Asia, affecting the Thais’ purchasing power and ultimately hampering broad-based growth. Compounding this is a tumultuous political landscape, marked by judicial injustices and political games that saw through the ousting of the country’s leading opposition party and prime minister within the same week.

This dual pressure of economic and political stress drives many to seek distractions through light-hearted content, enabling them to momentarily escape their daily struggles. Moo Deng and Butterbear provide exactly that. This author’s conversations with friends who are fans of these characters reveal a unique form of emotional security: people can love Moo Deng and Butterbear with the same affection they would extend to a human child, free from the risks of disappointment that come with following human idols. As one psychologist friend, who is also a “godmother” of Butterbear, articulated, this emotional connection is distinctly safer than the unpredictability associated with real-life celebrities “who might one day stand at the opposite end of the aisle from you on sociopolitical issues…or just do something really terrible”.

As societies worldwide grapple with economic and political challenges, understanding the psychological and social motivations behind online behaviour serves as an early warning system.

Engaging with Internet trends also fosters a sense of community and belonging, which is particularly vital during challenging times. Studies have found that social support, even in online forms, is crucial for mental health, especially amid economic hardship. A recent analysis of engagement metrics on Meltwater, the online media monitoring platform, revealed that Moo Deng had been mentioned in over three million posts worldwide within just a week, 95 per cent of which were reposts of her videos or photos. Participating in trending activities not only allows individuals to escape their immediate realities but also helps reinforce social ties and enhance emotional well-being through shared experiences.

Relatedly, the allure of digital culture significantly contributes to the popularity of Internet trends, including Moo Deng and Butterbear. The rapid dissemination of content through platforms like TikTok, Instagram, and X creates an environment where popular content can gain traction quickly, fostering a sense of participation in a larger cultural moment. This phenomenon, often referred to as “FOMO” (fear of missing out), compels individuals to engage with trends to feel included and relevant. In a world where socioeconomic disparities breed feelings of inadequacy, participating in Internet trends allows individuals to reclaim a sense of agency, if only temporarily.

When hundreds or even thousands of people wait in line for hours to see Moo Deng or Butterbear for a brief moment, they find assurance in the certainty of that experience — contrasting sharply with the uncertainty surrounding governmental actions regarding the economy and daily life. As one friend remarked, after driving three hours from Bangkok to see Moo Deng for just five minutes as the zoo imposes a time limit on her visitation due to overcrowding, the wait felt worthwhile compared to the “endless waiting” for change in their lives through state policies and programmes.

This signal of political detachment is even more fascinating when observed in parallel with the country’s chronic affinity to “holy things” — a catch-all term that refers to varieties of deities, regardless of their religious persuasion, that Thais widely believe will bring good fortune, wealth, and prosperity. Before Moo Deng and Butterbear, Thai netizens popularised reverence for Vessavana (Buddhist god of wealth and protection) and Lakshmi (Hindu goddess of good fortune). Putting these Internet trends against the backdrop of Thailand’s socioeconomic and political conditions, the shift from one phenomenon to another could potentially hint at shifting collective sentiment from hopefulness (i.e. praying for good fortune from the gods) to hopelessness and resignation (i.e. seeking distraction from reality through entertainment). 

Engaging with anthropomorphised Internet trends like Moo Deng and Butterbear is not merely a fleeting fascination; it reflects deeper societal discontentment. Viewing their concurrent rise to fame solely as a digital fad overlooks their role as a collective form of escapism — a response to the hopelessness and declining self-efficacy stemming from socioeconomic and political turmoil. As societies worldwide grapple with economic and political challenges, understanding the psychological and social motivations behind online behaviour serves as an early warning system. The turn to entertainment is not an indication that all is well; rather, it may signify profound discontent, prompting individuals to detach from a reality they find increasingly difficult to bear.

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