Having tested its campaign approach in Hong Kong, Taiwan, Thailand and Singapore, WildAid is now building on its achievements to date by addressing the principal market for shark fins – mainland China. In recent years, mainland China has become the most important end market for shark fins and the sheer size of the population and ever-growing economy make it imperative that the country becomes the focus of our efforts.

WildAid has carried out preliminary research and investigations and is now in a position to know where the fin trade is most active, the origin of the fins entering the mainland, the rate of increase in consumption and the methods used by Hong Kong dealers to smuggle fins to the mainland

WildAid's work in China will consist of building relationships with relevant government agencies and officials, identifying key areas of illegal activity, and working with Chinese authorities and celebrities to launch a culturally-appropriate campaign to promote shark conservation and reduce demand for shark fin soup.