“Imagine walking through a shopping mall or subway station and seeing the faces of scientists instead of product advertisements or celebrity endorsements.
That is the scene unfolding in several Chinese cities, where large public screens and billboards are showcasing scientists whose work helped shape the country’s scientific and technological development.
The initiative gained attention in Shandong province in August 2026 before spreading to cities including Zhengzhou, Hangzhou, Hefei and Shanghai. The displays feature figures such as Qian Xuesen, a pioneer in aerospace science; Deng Jiaxian, a leading nuclear physicist; Yuan Longping, known for his contributions to hybrid rice; and Tu Youyou, whose research transformed malaria treatment.
Some displays carry messages encouraging the public to look up to scientists as role models. The campaign has also sparked conversations about whom society chooses to celebrate and the influence public figures have on younger generations.
The idea is simple but powerful: scientific discovery deserves visibility, too. Behind medical breakthroughs, advances in agriculture and space exploration are people whose years of research have changed lives.
This is not a nationwide replacement of all commercial advertising. Rather, participating businesses and public spaces are choosing to dedicate prominent displays to scientific achievement.
What if more public spaces celebrated the people solving humanity’s biggest problems?
Source: People’s Daily, The Paper, and ThinkChina.”
