The internet (myself included) has become obsessed with an abandoned baby monkey who formed an unexpected bond with an Ikea orangutan plush. While many saw the tear-jerking companionship as an adorable viral moment, Ikea Hong Kong saw something else entirely – a golden marketing opportunity.
While the best adverts are often the result of meticulously planned campaigns, Ikea's quick thinking is a prime example of how viral moments can become ingenious ads when timed correctly. Tugging on our heartstrings, Ikea's cheeky response to the viral hit has 100% won the internet this week.
He finds comfort in his favorite plushie 🥰 pic.twitter.com/A4rxdYTJYrFebruary 14, 2026
Panchi-Kun (nicknamed Punch) has been floating around online thanks to a series of heartbreaking images of him dragging around his inanimate orangutan pal. Abandoned by his mother after birth, young Punch had to be raised by keepers at Ichikawa Zoo and was given the Ikea plush as a surrogate. The baby macaque was soon seen cuddling the toy, even using it as a comfort when nervously interacting with other monkeys in the group.
Hopping on the trend, Ikea Hong Kong staged an adorable recreation with its Sandlöpare and Djungelskog soft toys. The playful caption reads (as per Instagram's translation). "You can't adopt Panchi; he's already part of the zoo. Buy this IKEA one instead, and you won't even have to help catch fleas." While I'd happily take Punch, fleas and all, this alternative will have to do.
I'm pleased to report that this story has a happy ending. In mid January, Panchi was successfully introduced to the zoo's macaque troop and is now thriving among his sentient friends. (He's even getting cuddles from the older macaques – I'm not crying, you are).
🐒 FINALPunch, the baby monkey at Ichikawa City Zoo in Japan, shared a heartwarming hug with the monkey that finally accepted him. pic.twitter.com/3cxRWu6x7rFebruary 16, 2026
For more ingenious advertising, check out Ikea's new ads that feature a fowl surprise, or take a look at the brand's 3 ingredients for a happy home.
