We often say "animals are humanity's best friends", but we still see many people wearing fur.

Recently animal lovers have stepped up efforts to raise awareness of animal rights. Animal protection organization People for the Ethical Treatment of Animals, or PETA, held a special press conference on Thursday calling for people not to kill animals for fur.

People for the Ethical Treatment of Animals (PETA) is known for creating awareness campaigns that advocate animal rights, and PETA has its own trademark ways of getting attention, and the most noticeable is their various semi-nude or nude protests.

One of PETA's most famous campaigns was its "I'd rather go naked than wear fur" campaign, because it enlists attractive celebrities to pose for billboard photos.

Annie Yi, a famous Taiwan-born singer and actress, is a spokesperson for PETA. She is willing to be the advocate fighting against fur.

She said she used to wear fur, but after seeing the cruelty to animals when making fur clothes, she decided not to wear fur anymore.

"Even the short fur we wear around our necks, the fur still came from killing. Animals and humans both have lives. Just because we think we are more developed than some animals, does not mean we have the right to kill them."

Jason Baker, vice president of PETA Asia, explained the importance of holding the press conference and wanted more people to focus on the issue of killing animals for their fur.

"Today's event is trying to get people to think about it when they don't want to think about it. It's a way sort of almost trick into learning about how animals suffer, because if you just talk about suffering, no one pays attention."

PETA revealed video footage showing rabbits kicked as they were shocked with electric stun guns, and workers slammed foxes and raccoons to the ground before skinning them, sometimes while they were still alive.

According to a report released by ACT Asia, a UK-based charity set up by experienced animal rights advocates, China has become a major producer and consumer of fur, which is most often bought by the younger generation. Items include coats, hats, cushions, bedcovers and other accessories made from pelts. The majority of buyers are unaware of the terrible cruelty involved in killing animals for their fur.

Due to this situation, Jason is very happy to see that so many Chinese celebrities came to take part in the anti-fur campaign, and he is confident that the campaign will gain acclaim from different people.

"There are so many celebrities in China now wanting to speak up for animals. So many young people today, it is such an important issue for them. To me, one of the things that's defining the new generation is caring about animal welfare, caring about fur."

Annie Yi said protecting animal matters to her.

"I found my life is so valuable, and the meaning of my existence is in safeguarding animals' right to live."

A public awareness campaign is needed to stop the fur industry in China. When there is no trade, there is no killing, Annie agreed.

"Fashion refuses slaying, real beauty denies killing. I'd rather go naked than wear fur."

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