A holiday resort in China launched a pig off a 230ft high bungee jump to publicise its latest tourist attraction.
The bizarre video, which has been slammed by animal lovers, has more than 50 million views in less than 48 hours and shows a pig being thrown from a bungee platform while it has its leg bound by rope.
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A spokesperson from Mexin Village of Wine, in Fuling District, China, has since said the stunt, which was planned to gain publicity for the new bungee jump, was 'inappropriate'. The spokesperson also admitted that the pig was later slaughtered.
In the clip the pig, which is wearing a harness, is rolled off the edge of the bungee platform and can be heard squealing as it bounces up and down from the bungee cord.
Naturally, the incident has been criticised by animal lovers, who have questioned why the company used a live pig to promote their new attraction.
In response, a spokesperson from for Meixin Village of Wine said it would regulate its marketing activities in the future.
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They added: "We held the event to symbolise the passing of the year of the pig, and the coming of the year of the rat.
"The pig jumping from such a great height also symbolises the falling price of pork.
"We offer our sincere apologies to members of the public.
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"After our inappropriate opening ceremony, we sent the pig to an abattoir.
"The pig was still the same as before it bungeed. For us, it was purely for entertainment, and we didn't consider anything else.
"We were careless. Again, we're very sorry. We won't be doing anything similar ever again.
"What the public says is correct - and we humbly accept their criticism and recommendations."
Meanwhile, the Fuling District Tourism Bureau has also distanced itself from the stunt, with a spokesperson saying: "Scenic areas report all upcoming events to us when the activities reach a certain participant threshold.
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"The event on 18 January did not meet the attendance threshold, so the scenic spot did not inform us beforehand.
"We contacted them after the incident came to our attention."
Keith Guo, media officer for PETA Asia, told Asia Wire: "This is probably the world's most inhumane bungee jump.
"While tourists can choose whether to face their bungee jump fears, this poor animal is completely at the mercy of those who have tied up its legs.
"It hangs from the sky in fright, but it has nowhere to run and in the end faces the inevitability of an abattoir.
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"Animals, like humans, feel suffering and fear. Nobody's 'entertainment' should be at the expense of another's suffering.
"The Chinese public's angry response sends a clear message - animals are not for entertainment.
"PETA hopes tourists will boycott the organiser's bungee jump activities to ensure a similar farce doesn't happen again."
Featured Image Credit: AsiaWire
Topics: World News, Animals