Recently, news that the ‘playing-dead sheep’ has seen its valuation soar to 300,000 RMB has sparked widespread online attention. The so-called ‘playing-dead sheep’ isn’t a real animal breed but originates from a viral comedy video on international social media: after being gently tapped by its owner, a sheep dramatically flops onto the ground and remains motionless—as if ‘playing dead’—with an absurdly cute and hilarious reaction that quickly captured global internet users’ hearts. The clip went massively viral, spawning countless memes, short videos, and merchandise.As its popularity grew, the sheep’s image was licensed for commercial use, turned into NFTs (non-fungible tokens), and even featured in advertisements. Reports suggest that licensing fees for this intellectual property (IP) have reached as high as 300,000 RMB, earning it the nickname ‘the 300,000-yuan sheep.’ While this figure may be somewhat exaggerated, it genuinely reflects the rapid rise of internet-based IP economies—where a seemingly random, amusing moment can be transformed into significant commercial value through strategic marketing and distribution.The ‘playing-dead sheep’ phenomenon also highlights the deep integration of ‘pet-cuteness economy’ and ‘attention economy’ in today’s digital culture. As audiences increasingly seek light-hearted and comforting content, animals with unique behaviors or expressions easily become viral sensations. Brands, recognizing this trend, swiftly capitalize through collaborations and licensing deals. However, experts caution that such IPs often enjoy short-lived fame; without consistent content creation and brand development, their commercial appeal may fade just as quickly as it emerged.
近日，网络上一则关于“装死羊”身价飙升至30万元的消息引发广泛关注。所谓“装死羊”，并非真实存在的动物品种，而是源自一段在国外社交媒体走红的搞笑视频：一只绵羊在被主人轻拍后突然倒地不动，仿佛“装死”一般，动作滑稽、反应呆萌，迅速俘获全球网友的喜爱。该视频被大量转发，相关表情包、短视频和周边产品随之爆火。随着热度持续攀升，这只“装死羊”的形象被用于商业授权、数字藏品（NFT）甚至广告代言。有消息称，其IP授权费用已高达30万元人民币，因此被媒体称为“身价30万的羊”。尽管这一数字可能包含夸张成分，但确实反映出当下网络IP经济的迅猛发展——一个看似偶然的趣味内容，经过精准运营和传播，也能转化为可观的商业价值。“装死羊”现象也折射出当代互联网文化中“萌宠经济”与“注意力经济”的深度融合。用户对轻松、治愈内容的需求不断增长，使得具有独特行为或表情的动物极易成为流量焦点。而品牌方则敏锐捕捉这一趋势，通过联名、授权等方式快速变现。不过，专家也提醒，此类IP热度周期较短，若缺乏持续内容输出和品牌建设，其商业价值可能迅速消退。
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