Korean Chemical Society Launches Full-Scale "Chemistry Popularization" Project

"Benzene Selection Is Just the Beginning... Aiming to Correct Chemistry's Distorted Image"

The Korean Chemical Society is ramping up efforts to bring "chemistry" back into the public spotlight, after years of being overshadowed by negative news coverage and declining interest in university entrance exams. The Society plans to systematically reorganize its approach to selecting molecules, promotional strategies, and educational initiatives to better promote chemistry to the general public.

On December 11, the Society held a press conference at the Lee Taegyu Conference Room in Seongbuk-gu, Seoul, stating that the selection of benzene as the "Molecule of the Year" is not merely a commemorative event, but marks the beginning of a long-term public outreach project aimed at correcting distorted perceptions about chemistry.

The Korean Chemical Society held a press conference on the afternoon of the 11th at the Society's Lee Taegyu Conference Room in Seongbuk-gu, Seoul, announcing that the selection of benzene as the "Molecule of the Year" is not merely a commemorative event but the starting point of a long-term public outreach project aimed at correcting distorted perceptions about chemistry. From left in the photo: Hyunsoo Lee, Director of Public Relations (Professor of Chemistry at Sogang University), Pilho Lee, President (Professor of Chemistry at Kangwon National University), Taeyoung Kim, Chair of the Chemistry Popularization Committee (Professor at GIST). Photo by Jonghwa Kim

"Chemistry is the Central Science... But Public Perception Is Distorted"

Pilho Lee, President of the Korean Chemical Society and Professor of Chemistry at Kangwon National University, expressed concern, saying, "Chemistry is the central science that supports all of the natural sciences, but it is often perceived as a dangerous field due to frequent accident reports and its avoidance in university entrance selections." He emphasized, "Chemical substances are the foundation of modern life, and as long as we understand and handle them properly, they are entirely safe. It is important to communicate this to the public." This awareness was the driving force behind the introduction of the "Molecule of the Year" initiative for the first time this year.

Benzene, selected as this year's molecule, is regarded as the starting point of aromatic chemistry and the structural foundation of countless substances, including pharmaceuticals and plastics. It is considered to symbolize the core concepts of chemistry. At the same time, benzene is noted for its "Janus-like" qualities, possessing both usefulness and toxicity, making it a fitting example to illustrate the dual nature of chemistry.

Taeyoung Kim, Professor at Gwangju Institute of Science and Technology (GIST) and Chair of the Chemistry Popularization Committee, pointed out chemistry's lack of media exposure and low familiarity among the public. He explained, "We have been working to make chemistry more approachable through various initiatives, such as creating content for students and promoting chemistry at university festivals and during Science Week." The selection of the Molecule of the Year is a continuation of these efforts.

"Molecule of the Year Is the Starting Point... From Next Year, a Year-Round Promotion System"

Regarding the late selection of this year's molecule, the Society promised institutional improvements. Keum Kyochang, Principal Researcher at the Drug Discovery Research Center of the Korea Institute of Science and Technology (KIST) and incoming president, stated, "From now on, we will select the molecule for the following year in advance at the end of each year, establishing a regular system to use it throughout the year for education, promotion, and content creation." Through this, the Society aims to develop the "Molecule of the Year" into a flagship brand that consistently communicates the social significance of chemistry, rather than a one-off event.

Various opinions are being discussed regarding the direction for next year's selection. Some suggest focusing on molecules that are more accessible to the public, others propose choosing the most innovative molecule reflecting the latest scientific achievements, and some advocate for selecting molecules with significant social impact. There is also ongoing debate about whether to repeatedly highlight a particular molecule to deliver a deeper public message, or to select a new molecule each year to spark renewed interest.

Going forward, the Society plans to roll out a variety of public engagement programs centered on the "Molecule of the Year," including the production of goods such as keyrings and molecular models, YouTube videos targeting middle and high school students, collaborative content with well-known science communicators, and campaigns to correct misconceptions about chemistry.

Professor Taeyoung Kim remarked, "It is regrettable that the achievements of chemistry are often credited to other fields, while only the negative perceptions remain associated with chemistry. From now on, the academic community will take a more active role in communicating the positive contributions of chemistry in a balanced way."

This content was produced with the assistance of AI translation services.