It's been ten years since Yao Ming announced his pledge to stop eating shark's fin soup. Taking aim at the hearts of Chinese consumers - the world's most prolific consumers of sharks' fins - the NBA star made this heartfelt appeal: "Remember, when the buying stops, the killing can too."
More recently, other global figures have lent their voice to the cause, compelling hotel and restaurant groups, logistics service providers and airlines to stop serving or transporting the product, which is considered a delicacy in parts of Asia.
In June, Hollywood actors Leonardo DiCaprio and Morgan Freeman supported the Shark Fin Elimination Act of 2016, a bill designed to ban the sale of sharks' fins in America. The act of finning a shark is already illegal in U.S. waters.
In the same month, Hong Kong flag-carrier Cathay Pacific imposed a ban on transporting sharks' fins, joining more than 30 other airlines that have pledged to halt shipment of fins and other shark-related products.
Unsustainable fishing has left a number of shark species on the brink of extinction. Studies have shown that between the 1970s and now, the numbers of commonly finned sharks have declined by up to 99 percent.