Ejiao, a Chinese traditional medicine product made from gelatinized donkey skin has diversified in recent decades with impacts on global donkey populations and their human communities. Once a medicinal tonic for the royal Chinese elite, the ejiao industry has expanded into a mainstream health and beauty product. A brief history of ejiao, including recent social media marketing provides a glimpse into the Chinese consumer perspective and possible solutions. As a Chinese state supported cultural product, the role of aggressive marketing of cultural traditions, nationalism, donkey meat as a byproduct of ejiao and the impact of demand on rural communities is discussed.