Presently, the Science Squirrels Club has over 100 members in several countries, including China, the United States and Britain. Most are educated science majors. The Squirrels also attract literature majors, though, and high school students are active participants.

"There is a misunderstanding that only those majoring in science can join us," says You You. "In fact, there are many Squirrels majoring in Chinese." The Squirrels' chief editor is adamant about the club's accessibility: "Science literacy has nothing to do with your major. It can be acquired through self-education and extensive reading."

Although the Squirrels differ in age and major, they share many passions. They all love writing, communicating and sharing. They talk in an organized and rigorous way – but insist on referring to each other with funny screen names.  

"The best part of joining the club has been getting to know a lot of funny guys," says You You. "They view the world in a unique way. They have widened my horizons and changed my life."

Expanding

Although the Science Squirrels have kept "Making Science Popular" as their slogan, founder Ji has other plans.

"Making Science Popular needs a context," he says. "To fulfill the goal, we need to get more social resources involved." At the end of 2010, Ji launched a new website, Guokr.com. Unlike the club, Guokr is a commercial enterprise.

"We need different organizational structures to serve different goals," Ji explains. "The Science Squirrels Club is an association of science writers, focusing on their personal growth. Its appropriate form is a not-for-profit organization."

"Guokr.com is a science and technology community that is devoted to building connections between regular people. I hope that it can pose a wider influence with its commercial form," he says.

A big problem in China, says Ji, is the gulf that exists between science and culture, and also between people working in the two fields. He insists that science and technology should be more embraced in mainstream culture.

"We used to believe science and technology could only impact our daily lives, but now I hope it can also influence our cultural selves and then the way we think," he explains. "Science is a way to see the world. In the past, people tended to view the world only through the lens of the humanities. In the future, I hope they can realize that there is also a scientific lens."

Now the CEO of Guokr.com, Ji has his hands full every day. But giving public lectures for the Science Squirrels Club is still on his schedule. After all, what drives him is his interest in science.

"Originally, I wanted to be a scientist. And then it turned into wanting to be a good journalist or science writer. My ideas are always changing," Ji says with a laugh. "It's hard to say what I will want to do this same time next year."