Can a 60 year old zoo win on TikTok? Inside Zoo Negara Malaysia’s digital reinvention

Since opening its gates in 1963, Zoo Negara has been a rite of passage for generations of Malaysians. However, in an age of reels, viral animals and short attention spans, how does a national institution stay relevant?

For Rosly Lana, deputy president of the Malaysian Zoological Society (better known as Zoo Negara), the answer lies in evolving without losing purpose.

“Zoo Negara, officially launched in 1963, is Malaysia’s national zoo and has long been a meaningful place for conservation, education, recreation, research and training,” he said. “Over the years, it has grown beyond just being a tourist attraction into a more well-rounded and purpose driven organisation.”

Today, the zoo is widely recognised for its work in wildlife conservation, particularly in caring for endangered species such as the Malayan Tiger and the Giant Pandas. “Zoo Negara is known as a trusted and valuable national institution,” Rosly added. “However, there are still opportunities to improve its modern image, strengthen its online presence and connect better with the younger generation.”

That acknowledgement has sparked a deliberate shift in how the zoo positions itself in a brand driven, media heavy landscape.

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“Zoo Negara today should not only focus on visitors, but also play a strong role in educating the public and promoting wildlife conservation through the media and digital platform,” he said. “Through digital platforms such as social media, videos and targeted campaigns, we can create emotionally engaging content that connects with the public while building a stronger, more modern image for the zoo.”

Social media, in particular, has become the zoo’s most powerful tool in reaching children and young families. TikTok has emerged as a key growth engine, alongside Instagram and Facebook. Viral moments featuring the Giant Pandas, Oyen the ginger cat and the capybaras have helped keep the zoo top of mind even between visits.

“Social media has been the most effective channel for reaching and engaging our audiences, especially younger generations,” Rosly explained. “TikTok, in particular, has played a major role in increasing our visibility and attracting a younger crowd.” When recent capybara and sun bear reels gained traction online, the zoo saw more than just views.

When people connect emotionally with animals, it opens the door for education and deeper understanding.

“Moving forward, we plan to create more engaging content that not only captures attention but also shares valuable knowledge about wildlife and their role in maintaining a healthy ecosystem," added Rosly.

Beyond the scroll

Beyond viral content, Zoo Negara has rolled out structured marketing initiatives aimed at families. These include a digital animal adoption programme, which allows members of the public to “adopt” an animal through donations and receive updates and certificates, strengthening emotional ties while raising funds.

The ZooKu Card Family Combo is another example. Designed for children aged three to 17, the card offers unlimited access, discounts and exclusive experiences. “The ZooKu Card is a smart investment for Malaysian families,” Rosly said, noting that it encourages repeat visits and year-round engagement.

Seasonal promotions, from birthday redemptions to festive buy one free one ticket deals, are also part of the mix. However, Rosly emphasised that the goal goes beyond promotions.

“At Zoo Negara, our vision extends beyond being a destination to observe animals because we aim to serve as an educational hub for all,” he said. “Zoo Negara isn’t just a place to see animals but also a place for families, especially children, to learn about wildlife and why protecting our native species matters.”

Partnerships have also played a role in refreshing the zoo’s image. Collaborations with local brands through exclusive product launches and sponsorships have expanded its community footprint, with one campaign proving so successful that it was extended with a new edition featuring the capybara and Oyen.

Looking ahead, the ambition is even bigger. “We want Zoo Negara to be more than a zoological park because we want it to be a place of learning, care and inspiration for all ages,” Rosly said. Plans include introducing more eco friendly concepts and positioning the zoo as a “wildlife living encyclopedia” where visitors can learn, research and discover. In Rosly's words: 

We want Zoo Negara to be more than a zoological park because we want it to be a place of learning, care and inspiration for all ages.

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