A recent study conducted in the Emei Mountain, a mountain resort in West China's Sichuan province with relatively good ecological conditions, has found that the wild firefly population has dropped by 70 percent compared to 2006.

"The insect is disappearing from most Chinese cities at an astonishing speed," says Fu Xinhua, associate professor at the Wuhan-based Huazhong Agriculture University.

"In big cities, strong lights from street lamps, buildings and car headlights, together with environmental and noise pollution, are the main enemies of fireflies," he says.

"The rapid urbanization in rural areas and the use of agricultural chemicals in villages have chased these insects from their natural habitat," adds Fu, who has studied fireflies in China for 12 years.

Fireflies are winged beetles belonging to the family Lampyridae, characterized by having luminescent chemicals that can produce light to attract mates or prey.

About 2,000 species of firefly are found in temperate and tropical environments around the world, and China is home to over 300 species, Fu says.

"The firefly is a highly sensitive ecological indicator. When the insect disappears from an area, it's a sign that the environment is deteriorating.

"Fireflies are helpful in the fields of medical inspection, environmental monitoring and food-safety tests," he says.

Fu says China should study other countries such as Japan, Malaysia and South Korea, which have developed strong eco-tourism packages.

In Japan, Fu says more than 1,000 groups are trying to protect the insects.

"They dig holes and plant grass along the banks of city waterways to attract fireflies. Trees are also planted to block strong light and dust."

Local NGOs in Anlong village, Sichuan province, are trying to protect the habitat of a rare species of firefly, as well as promote eco-tourism and organic farming.

"In the coming decade, I hope to see at least five to 10 natural reserves to protect the bright bugs throughout the country," Fu says.

Hu Meidong and Yang Lina in Xiamen contributed to the story.