From Celebrities To Scientists: Why China Is Changing Its Public Advertisements

Cities across China are replacing celebrity images and commercial advertisements on prominent public screens with posters of renowned scientists, aiming to inspire children to look up to people whose discoveries have advanced science and improved human lives.

The initiative began in August 2026 in Shandong province, where shopping centres in Heze and Zibo voluntarily dedicated prominent advertising spaces to honour scientists. It has since spread to cities including Zhengzhou, Hangzhou, Chongqing and Jinan.

Posters now appear at locations such as metro stations, airports and shopping centres.

The campaign celebrates scientists whose contributions have shaped China’s development in areas ranging from space exploration and nuclear physics to agriculture and medicine.

Among those featured are rocket scientist Qian Xuesen, nuclear physicist Deng Jiaxian, agricultural scientist Yuan Longping and Nobel Prize-winning researcher Tu Youyou.

Qian played a significant role in developing China’s rocket and space programmes, while Deng became one of the country’s prominent nuclear scientists.

Yuan made major contributions to the development of hybrid rice, helping advance agricultural research and food production.

Tu received the Nobel Prize in Physiology or Medicine in 2015 for her discoveries concerning artemisinin, a treatment that has helped combat malaria.

Each poster features the scientist’s name and highlights their major achievements, drawing attention to research that has had a lasting impact on society.

Some posters describe scientists as the country’s ‘biggest stars’, challenging the prominence typically given to film celebrities and entertainment personalities in public spaces.

The campaign encourages children to admire scientists who advance knowledge, save lives and improve society.

By displaying their achievements in public spaces, it aims to promote science as an inspiring career and spark debate over why scientists receive less recognition than celebrities.

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