This definitely counts as #actually cute. This video is from the San Antonio Zoo, and the lioness’ name is Axelle. As @ordinaryredtail said above, the tug of war interaction is entirely voluntary on her part.
My guess is that the zoo staff did use some positive reinforcement training to teach her how to pick up and pull on the rope at first, because that’s not necessary something a lion would just do on their own. While it’s also probable that she’s rewarded with something tasty did choosing to engage with the members of the public like this, Axelle wouldn’t be engaging if it was a negative experience for her (there aren’t enough snacks in the world to coerce a lion into doing something they find actively distressing). If she didn’t want to participate, she could just walk away.
Some sanctuary and animal rights groups have taken issue with this interaction because they consider it unethical to ask a lion to engage in any “unnatural behavior” “for the benefit of the public,” calling it exploitation. It is worth keeping in mind, however, that learning and engaging in novel behaviors is hugely enriching for animals in human care, and that lions have no concept of exploitation. As long as the lion is not bothered by the presence or noise of the crowd, is not injured or harmed, and is engaging on an entirely voluntary basis, this sort of thing is entirely ethical. It is far safer than any type of interaction where a member of the public is coming into direct context with a big cat, but still allows people to directly experience the sheer strength of a lion up close.
