Willow ptarmigan thrives online as the ‘awebo’ meme, but struggles in the wild

The willow ptarmigan, known online as “awebo,” has become a viral sensation in English-language social media due to its distinctive call, according to a report by Finnish public broadcaster Yle.

The bird’s unusual vocalization, which resembles the Spanish slang phrase “a huevo,” has earned it a near-mythological status in meme culture. Videos featuring the ptarmigan’s call have garnered tens of millions of views, with commenters describing it as an “unreal” creature reminiscent of a Pokémon character.

Elias Penttala, a meme researcher at the University of Helsinki, notes that the ptarmigan’s appeal lies in its natural combination of visual and linguistic elements, unlike many memes where text is added artificially. The name “awebo” itself is onomatopoeic, derived from the bird’s call, a naming tradition also seen in Finnish with birds like the black-throated loon (“kuikka”).

Penttala suggests that most of the meme’s audience likely has never encountered the bird in the wild, making it seem exotic. He adds that memes often function as modern myths, with the ptarmigan now embodying its own digital persona. Some online users have even extended the meme to other birds, like the capercaillie, dubbing it a “goth awebo.”

While the ptarmigan thrives online, its wild populations face decline. Antti Paasivaara, a senior researcher at the Natural Resources Institute Finland, reports that the species has disappeared from many areas outside northern Lapland. Habitat loss, particularly the reduction of suitable bogs, and climate change have disrupted its food supply and survival. Though some local populations show signs of recovery, overall numbers remain unstable, with dramatic annual fluctuations, especially in mountainous regions.