The newest social media star is an adorable little snow monkey named Punch. His rise in popularity isn’t only because he’s cute, but also because people are realizing how poorly he’s being treated.

If you haven’t seen him online yet, Punch is a baby snow monkey who went viral after videos showed him being hit and thrown by the older monkeys in his enclosure. What really made people fall in love with him was how he reacted afterward. He would run straight to a plush monkey for comfort, carrying it everywhere and holding it tight whenever he felt scared.

As more people discovered him, the love he received quickly turned into frustration toward the zoo. Viewers were upset that the zookeepers weren’t stepping in to help him at all. They were letting him get attacked every day without offering any support. Some argue that he needs to learn how to live with other monkeys and that stepping in too much would prevent him from growing up normally.

Others strongly disagree. They feel that even if he needs to learn social behavior, it doesn’t make it right to leave him to be hurt, especially when he isn’t in a natural environment. He isn’t in the wild. He’s in a concrete pit. The situation is complicated, but one thing everyone seems to agree on is that Punch is one of the cutest little monkeys anyone has ever seen.