Starting from "Shiji Niangniang," reintroduce a new understanding of China Petrochemical.

March 28, 2026 (Reporter Xu Shanshan) When it comes to Sinopec, many people’s first reaction is the nationwide network of gas stations. But in Sinopec’s view, “selling oil” is only a small part of the company’s business blueprint.

On March 28, at the 2026 China Internet Media Forum themed forum “Integrated Media New Voices · New Media of Government Agencies and Enterprises: Breaking Out and Winning Hearts through New Paths,” Wang Dian, editor of the New Media Department of Sinopec News Agency, shared how to help the public see a Sinopec that goes beyond gas stations by leveraging trending topics and science communication.

At the very start of her sharing, Wang Dian began with the “China-Yuan Sinopec taking a swipe at China Sinopec” that has trended on hot searches over the past two days. In response to questions like “How can we find the real Sinopec?” Wang Dian said that what the public is familiar with is gas stations, but the real Sinopec’s business has long covered multiple fields such as exploration and production, as well as refining and petrochemical industries. Just in 2025 alone, Sinopec obtained 5,768 patent authorizations, averaging 16 innovation achievements every day.

The question is: how can these hard-core technological strengths be made understandable to more people—and encourage them to want to watch?

Sinopec’s answer is to make professional knowledge feel lighter and more alive by tying it to cultural hot topics that the general public already knows. Wang Dian introduced that during the 2025 Spring Festival movie season, the popularity of “Nezha 2” surged. Faced with this wave of “floods of traffic,” the team did not choose to forcibly attach to the trend. Instead, they set out from their own “main business,” finding points of connection with the movie’s content—since they are good at finding rocks, studying rocks, and investigating whether there is oil in them, they decided to start from the “Lady of the Rock” in the film, explaining what kind of rock she is and how long it would take for “East Mountain to rise again.” After the related science communication content was released, it quickly drew widespread attention.

This style of expression preserves the underlying foundation of professional content, while making oil-and-gas geology knowledge—something that previously felt somewhat distant—slightly more interesting. Guided by this approach, Sinopec’s science-communication mini classroom has been continuously updated over the long term. In addition to the “Lady of the Rock” with its imaginative twist, they have also answered questions such as “If a car uses 92 gasoline instead of 95, can you mix in some 98?” and “If you wear polyester-fiber clothes, are you essentially wearing plastic bottles on your body?”—all of which achieved strong communication results.

Wang Dian said the team has always adhered to the mindset of “making friends with users.” The further they go down the path of brainstorming, the more they break through boundaries—turning hard-core professional knowledge into language that is easy to understand, using expressions that balance both interestingness and professionalism. They shape the brand image of state-owned assets and central enterprises as the “backbone” and “load-bearing stone,” and they also make traffic and sincerity meet each other halfway.