In a quiet yet triumphant turn of events, the endangered yellow-eyed penguin, known as the hoiho, has been crowned New Zealand’s Bird of the Year.

This rare species, one of the largest penguins native to New Zealand and among the most endangered in the world, garnered 6,328 votes to claim the title. The victory marks a refreshing departure from the scandals and controversies that marred previous competitions.

A rare and shy species

The hoiho, recognized for its distinct pale yellow stripe of feathers near its eyes, is native to the South Island’s east coast and the sub-Antarctic Auckland Islands.

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The Māori name for the penguin, “hoiho,” translates to “noise shouter,” a fitting description for its piercing call. Despite its vocal nature, the penguin is known for being shy and, according to its supporters, for its fishy odour—a detail that hasn’t diminished its appeal.

With a population estimated at just 4,000–5,000, the yellow-eyed penguin’s numbers have plummeted, particularly on the mainland. The Yellow-eyed Penguin Trust reports a significant 78% decline in breeding birds over the last 15 years, with an 18% drop occurring just last year.

Bird of the year: A quiet, meme-fueled campaign

This year’s Bird of the Year competition, which spanned two weeks, attracted over 50,000 votes—a far cry from the 350,000 votes cast in the 2022 edition. The previous year saw a highly publicized campaign spearheaded by British-American comedian John Oliver, who rallied for the pūteketeke, a “deeply weird bird” known for its unusual habit of puking on its feathers.

Despite the lower turnout, this year’s contest saw enthusiastic campaigning for the hoiho. Meme wars, tattoos, and even celebrity endorsements were all part of the mix. In a lighthearted competition, the tiny “goth” black robin, native to New Zealand’s Chatham Islands, claimed second place, while the kākāpō, a large, owl-faced parrot, took third. The kākāpō previously won the Bird of the Year title in 2008 and 2020.

Raising awareness for native birds

The Bird of the Year competition, which began in 2005, aims to raise awareness about the plight of New Zealand’s native birds. Many species have faced extinction or are on the brink due to human activities, habitat destruction, and the presence of invasive pests. While the event is often lighthearted, the underlying message remains serious: conservation efforts are critical to ensuring the survival of these unique species.

New Zealand’s deep-rooted love for its native birds was reflected in the nearly 10% of the nation’s population that participated in this year’s voting. As the hoiho takes its place as Bird of the Year, conservationists hope the win will bring much-needed attention to the challenges this rare species faces in the wild.