Second phase of China’s groundbreaking Champions of Change initiative launches to tackle demand for illegal wildlife products

Building on the success of Phase I (2018-2021), Phase II will:

• Increase compliance among rosewood consumers, traders and key industry stakeholders with the EU Regulation on Deforestation-free Products (EUDR) sustainability requirements and a reduction in illegal trade activities.
• Enhance policy coherence and coordinate information exchange and law enforcement efforts between EU and China in tackling European eels and rosewood trafficking.
• Enhance cooperation on wildlife trade law enforcement between China and the EU.

Chen Hin Keong, TRAFFIC's Senior Regional Director for Asia and Senior Advisor on Forest Governance and Trade said:

China's role as the world's largest rosewood consumer makes its market transformation absolutely critical to global conservation efforts. The cultural significance of owning rosewood products is now facing post-pandemic demand shifts. This project will reinforce existing relationships with all relevant rosewood stakeholders in China and the Europe Union to provide evidence-based support to reduce demand for illegally sourced CITES listed rosewood products."

The latest EU Serious and Organised Crime Threat Assessment (2025) highlights the trafficking of European glass eels as one of the most significant and profitable illegal trades involving protected species worldwide. The illegal trade in glass eels has generated estimated profits of up to EUR 3 billion in peak years. Evidence shows that EU-based criminal networks work closely coordination with Asian criminal networks with large volumes of glass eels laundered into aquaculture systems in Asia. This alarming trend reinforces the transnational nature of wildlife crime and the pressing need for urgent global action. 

Addressing these issues requires strong international cooperation and effective regulatory frameworks, and enforcement, based on best available data, to ensure these valuable species can be sustainably managed.

Tackling these challenges calls for strong international cooperation, effective regulatory frameworks and enforcement as well as data-driven decision-making, to ensure these valuable species can be protected. Mr. Laurent Bardon, Head of Green Transition Section, First Counsellor for Environment and Climate of the EU Delegation to China said:

Combatting the illegal trade of wildlife is among the priorities of EU-China cooperation, as agreed in the High level Environment and Climate Dialogue (HECD) cochaired by Vice Premier Ding Xuexiang and EVP Teresa Ribera. The EU is partnering with TRAFFIC to support policy alignment and law enforcement cooperation between the EU and China in combating the illegal trade of wildlife, including European eels and rosewood. This initiative also supports the implementation of the EU Action Plan against Wildlife Trafficking and EUDR”   

The EU Funded project, Champions of Change Phase II, aligns closely with the priorities outlined during the Fifth EU–China High-Level Environment and Climate Dialogue in June 2024. At the Dialogue, both the EU and China consolidated their commitment to enhancing information exchange and sharing best practices in the fight against wildlife trafficking in the lead-up to CITES CoP20.

Running until February 2028, the project is expected to deliver new insights on the attitudes, behaviours and drivers and deterrents of rosewood consumption and trading as well as on the current situation and policy gaps of illegal trade for European eels involving China.

By delivering targeted social behaviour change campaigns and engaging Key Opinion Leaders across industry, e-commerce platforms and government agencies, the project aims to achieve greater compliance with EU sustainability requirements and reduce illegal trade.

The workshop kick-off brought together 22 participants, including representatives from the EU and TRAFFIC, joining both in person and online.