Businessman Ran Elfassy, 37, has made a stand for the oceans' most feared predator by setting up Shark Rescue recently.
Other than in expensive soups, Hongkongers have little contact with sharks and mostly only learn about them in aquariums and through documentaries.
According to Elfassy, conservation - especially marine conservation - has a low priority in Hong Kong, and sharks are at the bottom of that list. 'I feel like I should do something,' he says.
When Elfassy, head of a media consultancy, started to look into the issue, he discovered that some 100 million sharks are killed every year for their fins, meat, oil and teeth. Meanwhile, some breeds of shark take up to 20 years to reach sexual maturity, producing few offspring, unlike other fish that lay hundreds or thousands of eggs.
'A little simple maths can tell you how quickly the shark population is collapsing, and it has upset the ocean's balance,' he warns.
The main problem, Elfassy says, is that sharks are perceived as dangerous killers, so people do not think about protecting them. But he is quick to point out that, in fact, very few sharks are killers.
