How IKEA’s Orangutan Plush Became China’s Latest Viral Sensation

In an era where social media dictates what’s cool and what’s cringe, an unexpected star has emerged in China’s viral culture: IKEA’s DJUNGELSKOGorangutan plush. What was once just another stuffed animal is now a symbol of companionship, humor, and—oddly enough—parental aspirations among young adults.

When a Plush Toy Becomes a “Child”

It all started on Xiaohongshu and Douyin, China’s biggest trendsetting platforms, where millennials and Gen Zs began posting heartfelt (and sometimes absurd) photos of their orangutan plushies. Some were cradling them like babies, others were taking them out for “family” dinners, and in a stroke of peak internet humor, some even faked ultrasound scans as if they were expecting a stuffed orangutan baby.

It’s the perfect mix of wholesome, absurd, and painfully relatable—a reflection of rising costs of living and the growing hesitancy toward traditional parenthood. After all, a plush orangutan doesn’t demand school fees, nor will it throw tantrums in supermarkets.

IKEA: The Unintentional Marketing Genius

IKEA didn’t plan for DJUNGELSKOG to become China’s viral “adopted child,” but their brand is uniquely positioned to benefit from the trend. The Swedish furniture giant is already deeply embedded in Chinese consumer culture, where IKEA stores are treated as weekend leisure destinations—think couples on date nights and students lounging in display bedrooms for free air conditioning.

This orangutan trend fits perfectly into IKEA’s existing appeal. Affordable, quality design meets emotional attachment—what could be more Swedish than that? And rather than interfering, IKEA simply let the internet do the marketing for them. The organic virality turned a simple plush toy into an unofficial mascot of millennial humor.

Lessons for the Toy Industry

The unexpected success of DJUNGELSKOG should be a case study for toy brands. The line between children’s toys and adult emotional support items is blurring, and social media-driven trends are shaping product demand like never before. Brands that embrace humor, relatability, and nostalgia can tap into entirely new demographics.

As for the orangutan? It remains a silent witness to China’s changing social dynamics—content in its plush embrace, waiting for its next big adventure.