Abandoned, bullied and left to figure things out on his own, Punch found an unlikely friend - an IKEA orangutan plushie - and has now stolen the internet's hearts.
If you’ve been scrolling through social media lately, you might have come across a small, furry macaque, solemnly lugging a slightly larger orangutan toy with him everywhere he goes.
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That would be Punch (Punch-kun), a 6-month old Japanese macaque who resides at Ichikawa City Zoo, just outside Tokyo, and yes - he’s become an internet sensation.
Clips of Punch have racked up tens of millions of views, some surpassing the 30-million mark on TikTok and Instagram. Fan art has appeared across X and Reddit. Even retail has felt the effect: IKEA has reported a noticeable increase in sales of its orangutan plush in multiple countries.
So how did such pint-sized primate become one of the biggest, most beloved faces on the internet right now?
The origin story of Punch
Born in July last year, Punch’s life got off to a rocky start. His biological mother rejected him - likely due to a difficult birth during a sweltering heatwave - leaving him in the care of the zoo staff. For months the little guy's primary social contact was with humans.
By January, it was time for Punch to be carefully reintegrated into the troop on the zoo’s “Monkey Mountain” enclosure. And it wasn't easy for him at first.
Reintegration is essential for long-term development, but it can be socially brutal. Japanese macaques operate within strict hierarchies, and juveniles typically learn their place through their mothers. Without his own to show him the ropes, he struggled to navigate macaque social life.
Viral videos show him tentatively approaching older monkeys in search of love, only to be swatted away or ignored.
Aware of his neglect, zookeepers gifted a stuffed orangutan from Ikea (the "Djungelskog" model") to Punch as a both an emotional comfort, and as a way to increase his muscle strength. The stuffed toy quickly became Punch's BFF. He cuddles it. Drags it. Rarely lets it out of sight.
One particularly adorable but equally heartbreaking clip shows Punch crawling around, desperately trying to get the plushie to hug him back - much to his obvious, and very sad, lack of luck.
Becoming a viral sensation
The internet, of course, quickly took notice of the tiny fella. Emotional tear-jerking tributes have poured in, with users across platforms expressing a mix of affection and protectiveness toward the monkey. "I would adopt punch and love him forever" wrote one user. Another admitted: "3 days in a row crying over Punch."
Even late-night television has taken notice of the phenomenon. Stephen Colbert referenced Punch during the opening monologue of his show, joking that the $19.99 Djungelskog might be exactly the kind of comfort everyone needs right now.
His story has even reportedly boosting sales of the IKEA Djungelskog toy. “Over the past few days, we have seen a clear increase in sales of the Djungelskog orangutan toy, particularly in Japan, the U.S. and South Korea,” IKEA said in a statement.
The Swedish-founded brand has also leaned into Punch's newfound fame, featuring him in their advertising with a shot of a toy monkey hugging the Djungelskog orangutan, captioned: “Sometimes family is who we find along the way." IKEA Japan have also donated dozens of plush toys to the zoo.
Amid concerns from viewers describing the interactions with Punch as “bullying,” Ichikawa City Zoo issued a response: "Even though Punch gets scolded, he also possesses very strong mental resilience and recovers quickly. The fact that he repeatedly receives the cold shoulder and exclusion from group members after trying to communicate with various monkeys is not something to simply feel sorry about."
The statement added: "We hope you will see it as cheering for and supporting Punch’s persistence and efforts."
And indeed, his perseverance is beginning to pay off. More recent footage shows Punch being groomed by a peer - a key marker of social acceptance - and playing with younger monkeys closer to his age. The world is healing.
This has led some internet users to jokingly suggested that Punch’s fellow zoo-mates only started showing him love once he went viral. “They f**k with him now all of a sudden ‘cause he got clout lmao,” one person quipped under a clip of the young macaque being embraced by an older monkey.
It would be easy to say Punch is just cute - and he absolutely is. But there’s something else that's hit home for millions of people watching him. He’s figuring it out. Getting knocked back, picking himself up, hugging his plushie, and trying again.
He has become a symbol of resilience, hope and the universal truth that everyone deserves - and is capable - of being loved.
So here's to Punch: a tiny monkey with a big heart, a bigger toy, and an even bigger lesson. If only he knew just how many people are rooting for him.
