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From “Brat Summer” to “coconut tree,” the later half of 2024 was filled with various viral moments—but none quite as cute (and sassy) as Thailand’s pygmy hippo Moo Deng.
At just two months old, the now famed hippo skyrocketed in popularity following a series of videos uploaded by her caretaker to social media. Her smooth silky skin became the inspiration for makeup tutorials on TikTok and a Sephora ad, while her unapologetically cute aggression towards her surroundings earned her a spot in the meme hall of fame. One visitor described Moo Deng as a “chaos rage potato.”
While the hippo-hype might have died down, Moo Deng is resurfacing, this time not with her ferociously adorable biting, but with a lesson for brands looking to capitalize on viral moments.
A recent case study by global intellectual property firm Rouse, highlights the importance of prioritizing IP protection before viral moments are struck, working proactively to protect themselves.
“Whether for a company mascot, character, or product name, filing for trademark protection in advance helps avoid costly disputes and ensures that the benefits of commercial success stay with the rightful owner,” the study says.
In Moo Deng’s case, the Zoological Park Organisation of Thailand (ZPOT)—which cares for the small hippo’s residence, the Khao Kheow Open Zoo—applied for various “Moo Deng” trademark applications, the study says, as the famed animal gained popularity on social media.
Some of the applications were successfully registered at the time, and, with help from Thailand’s Department of Intellectual Property (DIP), ZPOT blocked certain third party filings that too closely resembled the now famous hippo For instance, trademarks with illustrations that physically resembled Moo Deng, or, or the word “Deng” alongside a hippo were blocked, per the study.
By trademarking Moo Deng, the zoo can not only protect the viral figure’s brand identity, but also block others from profiting off her likeness. Additionally, trademarking allows the organization to license the hippo’s name and image to raise funds.
“The benefits we will get from this will come back to the zoo to improve the life of all the animals here” zoo director Narongwit Chodcho told Sky News at the time.
Yet, not everything has been as smooth as Moo Deng herself.
Due to earlier third-party filings, some of ZPOT’s newer “Moo Deng” applications have collected objections, a bureaucratic challenge that could have been circumvented had Moo Deng been trademarked before becoming an internet star.
“Moo Deng’s story shows, virality can happen overnight,” the study says. “and when it does, IP owners should be ready.”
To learn more about filing for trademarks internationally, check out this guide from Inc.
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María José Gutierrez Chavez
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