Walk past a mall in Chongqing or a metro station in Zhengzhou these days and the giant faces looking back at you are not film stars or cricketers. They are scientists.
Since late August 2026, shopping malls and local businesses in several Chinese cities have taken down paid advertisements and put up huge portraits of the scientists who built modern China. The idea is simple: if children see scientists where they usually see celebrities, more of them might grow up wanting to become one.
How it started
According to People’s Daily, it began in Shandong province in late August, when commercial businesses voluntarily gave up their advertising screens for scientist portraits. The idea then spread quickly.
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- Zhengzhou: portraits went up on screens at the Convention and Exhibition Center metro station, which earlier showed phone deals and fashion ads.
- Hangzhou, Hefei and Shenyang: joined in September.
- Chongqing: joined around the October 1 National Day holiday. One Wanda Plaza mall put up 50 portraits in its atrium.
- Jinan: a Metro Line 4 train was decorated with scientists.
Who is on the billboards
- Qian Xuesen: the father of China’s space and missile programme.
- Yuan Longping: the scientist behind hybrid rice, which helped feed millions.
- Tu Youyou: discovered the malaria drug artemisinin and won the Nobel Prize in Medicine in 2015.
- Deng Jiaxian: a key designer of China’s first atomic bomb.
Others featured include nuclear submarine designer Huang Xuhua, physicist Yu Min and radio astronomer Nan Rendong.
Why it is being done
The aim is to inspire the young generation to treat scientists as role models and follow in their footsteps. No official organiser has been named. Most displays were offered by malls and businesses, but the trend lined up with China’s National Science Popularisation Month and National Day, and state media has promoted it widely as part of a broader push on science and patriotism.
The India comparison
The photos went viral in India too. Businessman Harsh Goenka shared them and pointed out the contrast with Indian hoardings, which are mostly filled with politicians and film stars.
India has no shortage of scientists who could fill those spaces.
- Dr A.P.J. Abdul Kalam: the “Missile Man” and India’s 11th President.
- Homi J. Bhabha: founded India’s nuclear programme.
- Vikram Sarabhai: founded India’s space programme.
- M.S. Swaminathan: led the Green Revolution.
- Tessy Thomas: known as the “Missile Woman”, she led the Agni-IV project.
Which Indian scientist would you put on a billboard in your city? Tell us on Instagram @buzzpedianetwork.
FAQs
Why are Chinese cities putting scientists on billboards?
To inspire young people to see scientists as role models, in place of celebrities.
Which Chinese cities have done this?
It began in Shandong and spread to Zhengzhou, Hangzhou, Hefei, Shenyang, Chongqing, Jinan and other cities.
Did the Chinese government order it?
No official organiser has been named. Malls and businesses mostly offered the spaces, though state media promoted the trend.
Which scientists appear on the billboards?
Qian Xuesen, Yuan Longping, Tu Youyou, Deng Jiaxian, Huang Xuhua and Yu Min, among others.
Sources: People’s Daily, IBTimes, iChongqing
