Chinese tv viewers are learning to say "bu yao, xie xie" (no, thank you) to shark fin soup.

A high profile Chinese sport figure, Yao Ming (who plays for the NBA's team the Houston Rockets) has put his celebrity to work.

China is one of several countries which serves shark fin soup, a tasteless dish, often served mixed with chicken broth to give it flavour. A status symbol and considered a source of invaluable nutrients, shark fin soup is the primary cause for the world-wide decimation of the shark population, all across the species. Around 100 millions of sharks are killed every year. With these kinds of statistics many species of sharks are on the brink of extinction. The consequence of all this? Other than the unmeasurable level of cruelty towards these animals (the fin is cut off while the animal is alive and the animal is thrown back in the water still alive, left to suffocate), the level of fish stock to feed humans are plummeting because the apex (the sharks) of the food chain is no longer able to regulate the populations of the sea creatures.

Together with other athletic international figures, Yao Ming, who recently acquired the basketball team Shanghai Sharks (sic), has taken a pledge no to eat shark fin soup again.

Watch the video in Chinese here.

Watch the video in English here.

It is interesting to note that the main angle used in China to convince people to stop eating sharks is not the cruelty toward these animals. Instead, the WildAidChina organization banks of the high levels of mercury contained in the sharks to deter people from eating shark products.

Whatever works. This massacre needs to stop.