Five people are shown in this wonderfully timed Moscow scene descending an escalator, each clutching their own Blahaj, the now-iconic IKEA stuffed shark that has developed from a basic children's toy into online craze. The picture shows a perfect junction of commercial culture, online meme growth, and community involvement—a moment that would seem strange without background. The Blahaj has evolved its own cultural relevance and following, transcending mere stuffed animal status.
MIT's research on the rise to popularity of this fluffy shark is an interesting study on how commonplace objects could become digital era cultural icons. The picture shows more than simply five people carrying similar stuffed sharks; it also shows how online culture shows in real-world situations, generating moments of shared knowledge and connection among strangers. The fact that this incident took place in Moscow shows the worldwide popularity and global reach of such events, therefore transcending national and cultural barriers.
