Hao Xin

In many parts of the world, science communication efforts remain fragmented—often led by isolated actors from government, academia, or media, with limited coordination. In China, the Zhejiang Provincial Federation for Science Popularization (ZPFSP) offers a methodologically grounded model of co-created, socialised science communication, rooted in systemic innovation and broad stakeholder engagement. ZPFSP’s approach is anchored in what it terms the “Science Communication Trident”: Cultivating communicators – Building multi-level talent pipelines, from school-age “Sci2U Angels” and university students in the “Sci2U Youth” program to the “Ten-Hundred-Thousand” initiative for professional science communicators and public intellectuals. Enriching science content supply – Enabling communities, schools, and even local governments to “order” customised science content through the Sci2U platform and Shen Kuo SciComm Awards, while supporting original content creation through thematic foundations. Developing science education – Integrating science communication with both informal and formal education systems, including curriculum co-design and immersive on-site experiences. Through a deliberately constructed ecosystem—comprising policy frameworks, market mechanisms, grassroots networks, and philanthropic foundations—ZPFSP transforms fragmented efforts into a coordinated symphony. Key mechanisms include the Shen Kuo SciComm Foundation (a multi-party funding vehicle), the Sci2U brand (a demand-responsive service model), and co-created public events ranging from food safety outreach in mountain towns to short video contests featuring AI-generated science satire. This case study presents ZPFSP’s model as a scalable, adaptable framework for non-Western contexts seeking to professionalise science communication through structural co-creation. By aligning public needs, institutional capacities, and knowledge infrastructures, the Zhejiang experience illustrates how systemic design—rather than individual enthusiasm—can drive inclusive, resilient, and sustainable science communication.