This case explores the journey of Nanjing Hongshan Forest Zoo, tracing its transformation from a RMB 30 million annual loss to becoming a social media sensation. In 2008, Director Shen Zhijun launched bold reforms prioritizing animal welfare by eliminating exploitative performances and feeding shows, while introducing enrichment programs and positive reinforcement training. However, these ethical improvements initially failed to resonate with visitors. The zoo's fortunes changed dramatically during the COVID-19 pandemic in 2020. Facing an existential crisis, Shen's humorous remark about "seeking revenge travel"went viral, propelling Hongshan into national prominence. The heartwarming stories of the zoo's animals captured the hearts of young people, leading to the rise of animal celebrities such as "Du Du"and "Almond,"who amassed a substantial following. Hongshan seized the opportunity, adopting strategies like live streaming and cultural innovation to overcome its challenges. Looking ahead, Hongshan remains committed to fulfilling its mission as a zoo but faces the pressing challenge of sustaining growth beyond its social media popularity to avoid future financial and operational setbacks. The key question remains: how can Hongshan remain true to its founding principles amid these changes?

The Hongshan Zoo case presents multiple layers of significance. Operationally, despite being a non-profit institution, the zoo generated commercial value, echoing Peter Drucker's view that organizations should integrate social impact and responsibility, aligning with modern ESG (Environmental, Social, and Governance) concepts. From an educational perspective, by translating abstract ideas such as organizational culture, mission, and values into practice, the case bridges a key gap in business education, allowing students to explore how mission and values shape operations. On a societal level, it also highlights the importance of biodiversity conservation and harmony with nature, thereby cultivating a sense of social responsibility and collective progress among students.