Natural popularity

Integrating infotainment

Since 2021, Zhang, who's now director of Chinese National Geography's integrated media center, has led colleagues to explore the development of similar documentaries.

They've shed light on the inside of the Institute of Geographic Sciences and Natural Resources Research of the Chinese Academy of Sciences, as well as tropical forests in the southern island province of Hainan and the scree, an accumulation of loose stones or rocky debris, in southwestern China's Yunnan province.

The idea of their work expanding audiences' knowledge about the natural world and motivating them to hit the road and explore the country's wilds has been a driving force behind Zhang's endeavors.

"This is the point of science popularization — changing their lives," he says.

The Beijinger, who's in his 30s, is an influential vlogger with expertise in animals, insects and plants. He boasts more than 50 million followers online, including on the major streaming platforms Bilibili and Douyin.

Known as Wuqiongxiaoliang (Infinite Small Light) online, Zhang stands out because of his humorous expressions and distinctive northern accent, which have enabled him to carve out a career as one of China's most influential popular-science content creators.

He was born and raised in Beijing, and has developed a deep love for nature since childhood.

His grandmother's home in the countryside, in particular, was a haven for him to spend time surrounded by plants and insects.