From HuffingtonPost. Story by Eric Olander and Cobus van Staden.

A dramatic shift in Chinese public opinion about animal welfare and global wildlife conservation appears to be underway.

Supported by high-profile celebrity campaigns by NBA legend Yao Ming and actress Li Bing Bing, there is growing awareness in China over the country’s role in the illicit African wildlife trade.

Social media pressure China

On Chinese social media, evolving public opinion is reflected in the emerging consensus among young people that eating sharks from Mozambique or consuming ivory from Kenya is no longer “cool.”

It is very likely that this increased public opinion pressure, both at home and in Africa, played a role in the Chinese government’s decision to phase out its domestic ivory trade.

That change is not only taking place online but also on the ground in places like Kenya.

Read more at HuffingtonPost.