China replaces commercial ads with portraits of prominent scientists

A new trend has emerged across several Chinese cities where commercial advertisements are being replaced by large-scale portraits of prominent scientists on highly visible public screens. Initially observed in the Shandong province, specifically in the cities of Heze and Zibo, the initiative features researchers such as Qian Xuesen, Deng Jiaxian, Qian Sanqiang, and Guo Yonghuai.

The movement has expanded to other regions, including Anhui, Inner Mongolia, Henan, Jiangxi, and Hubei. Notable figures being showcased include Nobel Prize winner Tu Youyou, recognized for her work on malaria treatment, and Yuan Longping, known for his contributions to hybrid rice development. In Zhengzhou, even subway advertising spaces have been dedicated to these researchers and workers, who are presented as national models.

Chinese media describes the initiative as a way to shift public attention away from commercial celebrities and entertainment toward the individuals responsible for the country’s scientific and technological advancements. By occupying premium advertising spaces typically reserved for high-paying brands, the displays present scientists as the “true stars” of society.