A stall operator inspects paper ducks in the lead up to this year's Laigong Temple Fair. [Photo by Feng Yongbin/China Daily]

It was triggered by the most unlikely of instigators – Asia’s leading playwright, Stan Lai.

The US-born director from Taiwan raised concerns about the religious custom last year when he returned to Huichang – his father’s hometown – to prepare a stage play.

"I heard about it and I said, is that really necessary? The officials heard me and they said: what’s your opinion?" Lai told China Daily.

"And I said, can we talk to people, can we say: you don’t need to sacrifice these animals, you can do other things, like lighting candles and things like that."

Six months later, the Laigong festival, Lai said, had begun its transformation.

"To my amazement, they went ahead and made these plastic ducks and they gave them to anyone who would vow not to kill their ducks, and so I saved about 35000 duck lives last year," he said.

"And this year they asked me what I wanted to do, and I said let’s make candles."

"I just saw the prototype yesterday and it’s really cute – a small yellow duck candle, and I’m hoping we can light them near the temple."

"And then get more people to stop (killing ducks)."