Overseas, marketing and public diplomacy efforts featuring posters on public transportation systems and TV ads have been underway for the past few years. These efforts all show signs of success, on both the supply side and the demand side of trade in shark fins. Hong Kong's Census and Statistics Department tracked 3,100 metric tons of shark fin being imported from the island to China last year, but this year's numbers are way down.

Celebrity chef Gordon Ramsay’s recent documentary about trade in shark-fins focused on Costa Rica and the pariah state of Taiwan.... While this undoubtedly made for compelling television viewing on the UK’s Channel 4 TV station on Sunday January 16 (soon to be aired in the USA), for analysts of public diplomacy and soft power, the incident demonstrates a number of underlying truths.

Celebrity chef Gordon Ramsay’s recent documentary about trade in shark-fins focused on Costa Rica and the pariah state of Taiwan. While filming he was reportedly threatened at gunpoint and covered in petrol by those who took exception to his presence.