Outrage after pig is pushed off bungee ride in China theme park stunt

A Chinese theme park has been heavily criticised for pushing a live pig off a tower to launch its new bungee jump ride.

The large pig, its legs bound with rope and wearing a cape, was carried to the top of the 68m (223ft) tower at the Meixin Red Wine Town theme park in Chongqing, southwest China on Saturday

Reportedly weighing 75kg (165lbs), it was attached to a bungee cord then pushed off the tower.

In video footage it could be heard squealing as it bounced up and down several times before becoming still.

Laughter, screams and cheers could be heard from the crowd below.

The pig was then winched up and was seen lying on its side, not moving.

It was reportedly then taken to the slaughterhouse, according to local media.

The pig was very "calm" as it was pulled back up, a cameraman working for the theme park told state news website Global Times.

"A pig bungee jumping is odd and attracts tourists and local residents to our site," he said.

Animal lovers condemned the stunt on Weibo, China's version of Twitter, after the video went viral on Sunday.

"It was miserable for the animal! It's a disgusting marketing idea to attract attention by abusing a pig!" one user said.

Another person added: "Killing animals for consumption and treating them cruelly for entertainment are two different things.

"There is no need to torture them like this."

After a barrage of criticism, the park's publicity department apologised and said it was an "ill-conceived activity" staged "to pray for pork prices to take a dive".

China is the biggest consumer of pork in the world but there have been severe shortages, causing prices to soar, after an outbreak of African swine fever in the country last year reportedly wiped out hundreds of millions of pigs.

The park said it would "strengthen regulation of its marketing activities" and provide "better services and a harmonious environment to improve tourists' experience".

China is not known for its animal welfare laws, with dog meat festivals and shark's fin soup often making international news.

There is no punishment for animal cruelty under Chinese law.

However, a 2017 National Geographic report found there is growing awareness, with shelters and rescue centres regularly opening up and an increase in animal protection organisations registering.