• Calls to move him to a natural sanctuary spark debate over his welfare.

• Public frenzy drives demand for his toy to record levels.

A Japanese rights group has criticized the treatment of Punch, a baby macaque who became an online sensation, calling attention to what it described as the “cruelty of zoos,” even as sales of the orangutan plush he clings to have surged.

Punch, abandoned by his mother after being born in July, was raised in an artificial environment at Ichikawa City Zoo near Tokyo. He gained attention after videos showed him being bullied by other monkeys, seeking comfort in a bright orange toy.

The group said what some see as “cute” actually masks the struggles of a highly social young primate facing isolation and maternal loss. Jason Baker, the group’s Asia director, said zoos “are not sanctuaries” but places where animals are confined and deprived of natural and social complexity, urging Punch be moved to a reputable sanctuary for a more natural life.

Punch’s story ignited widespread online engagement under the hashtag #HangInTherePunch and drew large crowds to the zoo. Ichikawa Zoo reported over 5,000 visitors on Monday, some waiting nearly an hour to see the small monkey.

To reduce stress, the zoo established a “restricted area” around part of the enclosure and received many inquiries from people wanting to donate money or supplies.

Meanwhile, the maker of the orangutan plush said demand has reached “unprecedented” levels, with sales far exceeding normal, causing shortages in markets including Japan and the U.S.

In the latest update, the zoo said Punch is being carefully groomed by two other monkeys and is gradually integrating into the group.