WHY CARE ABOUT ROSEWOOD?
Rosewood is the world's most trafficked endangered species by value, but it is also an integral part of Chinese culture. With its red colour attributed to luck, rosewood furniture is considered a prized cultural investment handed down over generations. But after wiping out its rosewood supply during the Ming and Qing dynasties, the country is now turning to the last standing forests in Lower Mekong countries for their rosewood supply. Can we save rosewood from extinction in the Lower Mekong, while also preserving Chinese cultural legacy? Read more
FOREST FOR LIFE: A campaign to protect and restore Rosewood
Our campaign encourages urban consumers in China to choose sustainably sourced wood products, and reduce demand for endangered wood species like rosewood.
The campaign highlights the dangers of current purchasing habits for the longevity of this important symbol and embrace Chinese cultural heritage by promoting traditional-style furniture that uses sustainable, forest-friendly materials. It also engages with local furniture stores and influencers to really reach mainstream Chinese consumers and build a new narrative around more sustainable wood choices.
CAMPAIGN HIGHLIGHTS
Since its launch in 2022, the campaign has garnered over 23 million reach and over 1,800 interaction on social media. Some the key influencers and opinion leaders have supported the campaign. Click here to have a look at our media coverage.
WHY THE CAMPAIGN IS IMPORTANT
“Improved forest governance, trade and investments are important to address illegal logging, trafficking and other forms of forest crimes in the region. An innovative UN-REDD initiative on sustainable forest trade in the Lower Mekong region (UN-REDD Lower Mekong Initiative) was developed to support progress on this issue.” Mario Boccucci, Head of UN-REDD Secretariat
“We need to urgently prevent, halt and reverse forest degradation within this decade. Without strengthening forests, we cannot achieve our climate, biodiversity, and Sustainable Development Goals. This requires us to also look at supply chains and illegal trade. The campaign reaching urban consumers of rosewood in China is our first national campaign under the UN Decade on Ecosystem Restoration and as such a model for the years to come”
Natalia Alekseeva, Coordinator, UN Decade on Ecosystem Restoration