Geoscience popularization plays a crucial role in implementing General Secretary Xi Jinping’s “Two- Wings Theory”, disseminating knowledge of Earth sciences, enhancing scientific literacy among the public, and facilitating comprehensive geological services to society. Comprehensive and accurate geological data serve as the foundation for successful geoscience popularization. This article adopts a discursive approach to analyze the significance and advantages of provincial Geo- Prospecting units engaging in geoscience popularization work. Using the example of the Hubei Insititute of Geosciences, it introduces its achievements in creating a popularization brand, conducting popular science content creation, and organizing popular science activities. It also examines how provincial Geo- Prospecting units can fulfill their public welfare functions, promote government cooperation, and meet market demands through geoscience popularization. Feasible development recommendations are proposed, aiming to explore an innovative development path for provincial Geo- Prospecting units that allows them to play a geological role while simultaneously fostering the synergy between scientific research and popularization.