"In the past six months, there was a 44 per cent decline in consumption of shark fin soup, which might be driven by (a number of factors, including) more effective shark protection, greater awareness among the public, environmental concerns, and a change in dining culture. She added that most shark fin soup dishes were served in restaurants during family gatherings or special occasions such as wedding receptions, especially among the Chinese. On average, 84 per cent of imported shark fins are consumed domestically. According to Robecca, this year’s My Fin My Life campaign aims to reverse the still-high shark fin soup consumption in Malaysia by engaging the public and businesses to unanimously pledge not to consume shark fin soup and related products. "Among the targets (are to encourage) 20,000 restaurants and 500 businesses in the country to phase-out shark fin soup from their menus, and to recruit one million Malaysians to support the call for (an end to shark fin soup consumption).

Source: New Strait Times October 24, 2016 09:11 UTC