The recent two cases related to seals in Japan illustrate the nature of the "values" created for animals in today's societies: one that appeared in a river in Tokyo and gained a national pop star fame, the other supposedly extinct Japanese seal re-gaining an endangered status. This paper argues that the contrast of these cases exemplifies the images and values of nature are created, and the "wilderness" becomes over-romanticised and idealised as societies become further removed from the biosphere. This questions the meaning of the intrinsic value of nature-can it be totally free from our social needs and vested interest; is a truly bio-centric perspective possible? The paper suggests the irrelevance of the eco-centric- anthropocentric dichotomy to today's social contexts where complex socio-cultural, economic, political issues are interwoven. © 2005 Springer Science + Business Media, Inc.