Digital Influence

Moo Deng’s Role in Thai Soft Power

Abstract

This paper explores how social media contributes to the development and promotion of national soft power using the case study of Moo Deng, a baby pygmy hippopotamus born in Thailand in 2024. After being featured in short videos on platforms such as TikTok, Facebook, and Instagram, Moo Deng quickly gained widespread attention and affection in Thailand and internationally. Her online fame presents a unique opportunity to analyze how digital media can transform a local animal into a global cultural symbol. Grounded in Joseph Nye’s theoretical framework of soft power and supported by a survey of Thai university students, the study examines patterns of digital engagement with Moo Deng and the resulting perceptions of Thai cultural identity and international image. The findings indicate that most students were introduced to Moo Deng through TikTok, and overwhelmingly associated her with positive feelings such as cuteness, humor, and national pride. Many respondents reported that Moo Deng made them feel prouder of Thai culture and believed that her online popularity improved how foreigners perceive Thailand. The paper concludes that social media, particularly short-form video platforms, plays a powerful role in shaping cultural narratives and generating emotional connections that can strengthen a country’s soft power. Moo Deng’s case illustrates how viral digital content can serve as an informal but impactful form of cultural diplomacy.