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EXPO SHANGHAI 2010 - FLAUNTING NATIONS’ BEAUTY THROUGH THE PRACTICE OF NATION BRANDING
SEP 26, 2011 - 1:42PM PST
by Wen Chen
A Win-Win Game for Players Over the past few years, China has actively participated in global affairs. Having hosted the 2008 Beijing Olympics, China went on to become the first developing country to produce and manage the world biggest cultural event – the Expo Shanghai 2010. Spending more than $50 billion dollars to prepare for the event, Expo Shanghai 2010 attracted 192 participant countries and 50 international organizations to showcase their cultural and national character. 73 million visitors from different countries attended this enormous international assembly, providing an opportunity for all participant countries to present and promote their national images to the rest of the world. Jay Wang, the lead researcher on the USC Center on Public Diplomacy’s Nation Branding at Expo Shanghai 2010 project, characterized the expo as an “(expensive) beauty contest for nations.” The Shanghai Expo not only reaffirmed China’s national image for being able to organize vital international events, but it also provided a stage for participant countries to promote national brands through nation branding. The Expo puts the Concept of Nation Branding into Practice & Enhances Nations’ Relationships Expo Shanghai 2010 is a true embodiment of the practice of nation branding. In terms of nation branding, Professor Wang suggests, “the idea of branding refers to the process of…-brand definition, brand engagement, and brand management, with brand definition at its core.” Specifically, in this process, “…the concept and practice of branding is not only relevant but also crucial to effective communication of country image.” Having invited European countries to participate at the Shanghai Expo and expose them to the Chinese culture, China effectively enhanced the 35 years of China – E.U. relationship. According to Serge Abou, E.U. Ambassador to China, the Shanghai Expo has proven that “Shanghai is a city with international attractiveness.” With its beauty, Shanghai culturally attracted exhibitors, visitors and organizers, allowing them to be exposed to the new China of modern times. As Ambassador Abou observed, this cultural event “has undoubtedly promoted the development of China-E.U. ties” by enhancing mutual understanding for both sides. In this way, the Shanghai Expo cultivated the image of modern China and presented modern Chinese culture to its audience, strengthening the international relationship between China and the European Union through nation branding. In addition to reinforcing the China-E.U. international relationship, the Shanghai Expo 2010 provided the participating nations with an opportunity to pursue peaceful international relationships. While this cultural event was considered a celebratory affair to most of the attendees, the Shanghai Expo also created a venue at which there could be a reduction of political tensions between China and other nations, including countries that have historically had political disagreements with China – namely Taiwan and Japan. Toward the end of the Shanghai Expo, the political function of China’s practice of soft power was clearly visible. Taiwanese President Ma Ying-jeou, indicated the crucial role of soft power practiced in hosting the Shanghai Expo, stating that the “(Taiwan) pavilion at the World Expo in Shanghai had helped to reduce tensions…... FULL TEXT
Shanghai Expo Media Monitor: Chinese Coverage
Shanghai Expo 2010: The UK Pavilion
(China Briefing, 15 Mar 2010)
The Crystal Palace, which housed the first World Expo in 1851 in London, stunned visitors with its advanced, creative design. It portrayed the United Kingdom as a cutting-edge nation and British organizers are hoping that this year’s Seed Cathedral at Expo 2010 in Shanghai will do the same.
Shanghai Expo 2010: The Australian Pavilion
(China Briefing, 15 Mar 2010)
On March 9, members of the Shanghai’s Australian Chamber of Commerce’s business elite and local media were invited for an exclusive tour of the Australian pavilion. The event was designed to preview the unique experience seven million visitors over six months will enjoy traveling through the pavilion.
Vietnam Prime Minister to attend Expo opening ceremony
(Expo 2010 Shanghai China, 14 Mar 2010)
Vietnam Prime Minister Nguyen Tan Dũng would attend the opening ceremony of World Expo Shanghai 2010, officials said as Expo ticket sales began in Vietnam this week.
Shanghai to do utmost to ensure safe, joyful expo
(Xinhua, 11 Mar 2010)
Shanghai will do its utmost to ensure the security and food safety of the Shanghai World Expo, making it a smooth, safe and joyful event, a senior official with the Shanghai World Expo executive committee has said.
Smurf becomes mascot of Belgium and EU Pavilion at Expo
(Xinhua, 12 Mar 2010)
Smurfs were officially announced Wednesday to serve as the mascots of the Belgian Pavilion during the 2010 Shanghai World Expo. Smurfs, created by Belgian cartoonist Pierre Culliford in 1958, are quite popular in China and the rest of the world.
Shanghai Expo provides platform for international corporations for South Africa
(People's Daily Online, 20 Mar 2010)
South African Pavilion Director for Shanghai Expo 2010, Schoemen du Plesiss, depicted the design for South Africa's pavilion in Shanghai Expo 2010 as magnificent with numerously glamorous African culture, red wine, dancing and advanced technological products by corporations from South Africa.
Shanghai Expo shines at tourism show in Paris
(Xinhua, 20 Mar 2010)
A workshop of tourism products related to the Shanghai Expo 2010 and its emblematic Chinese Pavilion put the upcoming event in the spotlight of the 2010 International Tourism Show, which opened here Thursday
Getting smart with public diplomacy
(People's Daily Online, 27 Mar 2010)
In modern times, public diplomacy is becoming increasingly important. Governments of countries worldwide attach great importance to public diplomacy to promote their soft power and influence. The upcoming Shanghai World Expo, with exhibitions from 240 countries and regions, will be a platform for various countries to carry out public diplomacy and self-promotion.
Australia launches Victoria week for Shanghai World Expo
(Xinhua, 29 Mar 2010)
Australian state of Victoria will showcase its capabilities in key areas such as information and communication technology, biotechnology, sustainable urban development, education, tourism and the arts during a week-long program of events at the 2010 Shanghai World Expo.
Danish "Little Mermaid" to visit Shanghai Expo
(Global Times, 26 Mar 2010)
The Little Mermaid statue, in memory of fairytale writer Hans Christian Andersen, is being shipped to Shanghai where it will be on display in the Danish pavilion at Expo 2010.
Expo song released for 30-day countdown
(Xinhua, 1 Apr 2010)
"Beijing Welcomes You" was a popular hit song during and after the Beijing Olympics. So, perhaps the song "Right Here Waiting for You 2010" will become a hit from the Shanghai World Expo? The song was created to promote the expo and was released at the 30-day countdown event.
Pitch perfect: Final touches added to site
(Xinhua, 1 Apr 2010)
With only 30 days left, Shanghai is busy ironing out kinks and making sure it is ready for the most extravagant Expo in 151 years. The city is adding final touches to infrastructure and beautification projects and trying to ensure all Expo pavilions open on time.
Pavilions ready for 2010 World Expo
(CCTV, 2 Apr 2010)
With just a month to go until the 2010 World Expo in Shanghai, preparations for the main pavilions are entering their final stages.
Shanghai World Expo 2010 an Opportunity for Nepal
(CRIENGLISH.com, 1 Apr 2010)
As Shanghai Expo 2010 is a global stage on which countries from all over the world scramble to display best of their latest achievement, Nepal also finds it an opportunity to show developments achieved so far.
Australia recruits over 200 bilingual staff at Australian Pavilion during Shanghai Expo
(People's Daily Online, 1 Apr 2010)
Shanghai World Expo 2010 Commissioner General for Australia, Lyndall Sachs said in Melbourne on Wednesday, over 200 bilingual staff will represent Australia at the Australian Pavilion during the World Expo.
Expo security tightened in Shanghai
(CCTV, 2 Apr 2010)
China is confident of hosting a safe and successful World Expo, Shanghai's top leader has said in the aftermath of serial suicide bombings in Russia which have jolted the world.
Shanghai World Expo to start trial operation
(Global Times, 1 Apr 2010)
Shanghai World Expo to start trial operation An orbicular display is seen in the Taiwan pavilion in Shanghai, east China, March 31, 2010. The Shanghai World Expo will start trial operation on April 20 with the participation of about 70 percent of the pavilions, the organizer said on March 31 Tuesday.
Shanghai not to seek profit from upcoming Expo
(China.org.cn, 1 Apr 2010)
Vice mayor of Shanghai Yang Xiong says Shanghai will not seek profit from the upcoming World Expo.
Beijing duck joins Expo menu
(EastDay.com, 2 Apr 2010)
Beijing roast duck, one of the most famous of Chinese dishes, will be on the menu at the Shanghai World Expo, managers of the Quanjude restaurant chain said yesterday.
Shanghai citizens asked to be polite as Expo draws near
(China Daily, 2 Apr 2010)
"Be friendly. Don't cut in line. Keep to the right while driving and walking." As the one month countdown to the World Expo began Thursday, authorities are asking Shanghai residents to be on their best behavior.
Shanghai World Expo opportunity for Uganda to showcase tourism, trade potential
(Xinhua, 10 Apr 2010)
Uganda will use the forthcoming Shanghai World Expo to be held in China to show case its tourism and trade potential, a top official of the country's exports agency said on Saturday.
Austria Can't Miss Shanghai Expo: Official
(CRIENGLISH.com, 20 Apr 2010)
An Austrian official says the upcoming Shanghai Expo 2010 is very important to his country's development and "therefore we can't be absent" from the international event.
US lawmakers, religous leader express best wishes for Shanghai Expo
(Xinhua, 9 Apr 2010)
U.S. lawmakers and religious leader on Friday expressed their best wishes to the forthcoming Shanghai Expo at a grand reception at Consulate-General of the People's Republic of China in New York.
Shanghai Expo to be platform for world to know China better
(Xinhua, 7 Apr 2010)
The Expo 2010 Shanghai China is expected to reflect today's real picture of China's economic development and national strength and help rectify the wrong perception others have on it.
Austria to showcase better image by participating in Shanghai Expo
(Global Times, 20 Apr 2010)
Austria regarded its participation in the World Expo 2010 in Shanghai as an opportunity to showcase a real and whole Austria to the world, Austrian Minister of Economy Reinhold Mitterlehner said on Monday.
World tour at the Shanghai Expo
(CCTV, 20 Apr 2010)
The Expo is a perfect opportunity to get a panoramic view of the whole world without traveling thousands of miles. Just take a stroll with us for a quick tour of the various pavilions at the Expo to see what we mean.
Expo enhances cross-Straits relations
(China Daily, 19 Apr 2010)
Ties between Taipei and Shanghai are growing closer in the lead up to Expo Shanghai 2010, following historic exchanges between top-level officials and businessmen from both sides of the Strait.
Shanghai World Expo goes on trial run
(People's Daily Online, 20 Apr 2010)
On April 20, Shanghai World Expo held the first trial operation to ensure all preparations for the event are in order.The organizers will hold parts of the performances in Expo garden. Some of emergency drills will also be performed, including contingency plans for natural disasters and accidents.
Will they stay or will they go?
(China Daily, 20 Apr 2010)
The fate of many pavilions at Expo remains in the balance. Some may stay, some may be moved to other parts of China, while others will be dismantled and sold. At least one will fall apart naturally.
Learning from one another
(Shanghai Daily, 21 Apr 2010)
JOSE H. Villarreal has been named commissioner general responsible for oversight of the USA Pavilion at World Expo 2010 Shanghai. He is the US government's official representative to China on issues related to Expo.
Mobilizing public diplomacy
(Shanghai Daily, 27 Apr 2010)
WORLD Expo 2010 Shanghai China is about to unfurl its wonders. Following the success of the Beijing Olympic Games, our nation will present the world with another successful, exciting and unforgettable event. This World Expo will be a golden opportunity for China to show itself to the world to the fullest extent and for the rest of the world to better understand China.
Legendary Car Race to Boost Sino-Italian Cultural Exchange at Shanghai Expo
(CRIEnglish.com (Xinhua), 7 May 2010)
"A multimedia roadshow of Mille Miglia will be hosted inside the Italian pavilion on May 25," he said highlighting that the event, promoted by Italian Tourism Ministry, is expected to allow visitors to get a closer look at Italian history and culture.
Iranian president to attend Iran's National Pavilion Day in Shanghai
(Global Times, 8 Jun 2010)
Iranian President Mahmoud Ahmadinejad will attend Iranian National Pavilion Day at the Shanghai World Expo on June 11, said Chinese Foreign Ministry spokesman Qin Gang Tuesday at a regular news briefing.
Shanghai Expo presents national treasure No. 1
(Xinhua, 2 Jun 2010)
National treasure No. 1 bronze chariots and horses from northwest China's Shaanxi Province Museum of the Terra-cotta Warriors and Horses of Qinshihuang is presented in the China Pavilion in the World Expo in Shanghai, east China.
Cities must help people interact with each other, says Taiwan Pavilion Director
(Xinhua, 6 Jun 2010)
Cities should facilitate interaction and provide spaces so people can bond, says Chui Huili, director of the Taiwan Pavilion at the Shanghai World Expo.
Denmark Pavilion at Shanghai Expo welcomes millionth visitor
(Xinhua, 6 Jun 2010)
The Denmark Pavilion at the Shanghai World Expo 2010 received its millionth visitor on Saturday.
Expo 2010 Shanghai: Is it worth it?
(Global Times, 7 Jun 2010)
Thanks to the foresight of the International Exhibitions Bureau and the Shanghai municipal government, Expo 2010 has been timed to take place at the beginning of a new era: China's integration into the world.
India at the Shanghai World Expo and its significance in Sino-Indian Relations
(Fool's Mountain (blog), 10 Jun 2010)
Most people hadn’t even heard of the expo before it came to China. The verdict is clear – The Expo needed China as much as China needed the Expo. It has been described by the Chinese government as “a great gathering of world civilizations”, and is an excellent opportunity to improve ties between two of the oldest – India and China.
Milan Week Celebrates Creativity in Italian Pavilion at Shanghai Expo
(People's Daily Online, 22 Jun 2010)
Sister cities since 1979, Shanghai and Milan share not only strong cultural and artistic traditions but are also their country's economic and financial hearts. For more than 30 years, this relationship has facilitated cultural exchange, served as a platform to share best practices and build stronger economic links.
Spanish cuisine with local twist
(Shanghai Daily , 5 Jul 2010)
The Spain Pavilion restaurant, a.k.a the restaurant of Pedro Larumbe, provides traditional Spanish cuisine adapted to the modern kitchen and local tastes. Larumbe, a Michelin three-star chef, has designed a menu that combines typical Spanish elements such as Iberian pork, olives and wine with an Oriental twist.
Israel to shine spotlight on innovation
(Expo 2010, 13 Nov 2008)
Israel will highlight innovation in its pavilion at World Expo 2010 along with putting a spotlight on ancient Jewish culture.
Saudi Arabian city offers solutions after deadly NW China mudslides
(Global Times, 9 Aug 2010)
A Saudi Arabian city attending the Shanghai World Expo hopes its experiences in preventing landslides could be shared in China where mudslides in Gansu Province on Sunday left nearly 130 people dead.
BBQ perfection from S. Korea
(Shanghai Daily , 26 Jul 2010)
The "Hungry Henrik" team left our comfort zone, the Sweden Pavilion, and took an overcrowded bus to the South Korea Pavilion. I was overwhelmed by the size and the beautiful silver exterior decorated with letters of the Korean alphabet.
S. Korea to Promote Technology, Culture at Shanghai Expo
(CRIENGLISH.com, 11 Feb 2010)
South Korea will promote its high- end technology and popular culture at the 2010 World Expo in Shanghai, the government said Wednesday. South Korea will also build a corporate pavilion, worth 29.9 billion won (25.8 million U.S. dollars), where 12 local companies including Samsung Electronics, Hyundai Motors, LG, SK, and POSCO, will showcase their products.
Sino-Japanese relations officially on the upswing
(China.org.cn, 13 Oct 2010)
A group of 1,000 Japanese youngsters will be visiting the 2010 World Expo in Shanghai from Oct 27 to 30, another step toward restoring soured bilateral relations. Originally scheduled on Sept 21, the trip had to be postponed due to the rift between the two countries caused by a boat collision and consequent diplomatic rows.
Taiwan’s soft power has positive effect, Ma says
(Taipei Times, 15 Dec 2010)
President Ma Ying-jeou yesterday once again played up the notion of the nation’s soft power, saying its pavilion at the World Expo in Shanghai had helped to reduce tensions in the Taiwan Strait and prevent war.
China Pavilion to reopen to visitors
(China Daily, 9 Jul 2011)
The Shanghai Expo's China Pavilion expects crowds to teem through its doors when it reopens on July 12 in the sweltering summer heat. The pavilion will be open to public for three months till Oct 9, from Tuesday to Sunday.
Expo Shanghai 2010: Flaunting Nations’ Beauty through the Practice of Nation Branding
(, 23 Sep 2011)
Shanghai Expo Media Monitor: International Coverage
US looks to Shanghai Expo to help ease distrust
(Business Week, 14 Mar 2010)
For millions of Chinese, the USA pavilion's show at the Shanghai World Expo will be the closest they'll ever come to an experience of America. What they'll get -- apart from long waits -- is a warm welcome and a dose of Hollywood-style entertainment.
U.S. gets in gear for Expo 2010
(Los Angeles Times, 5 Mar 2010)
Organizers say the U.S. pavilion will be ready by May 1 for the opening of the international fair in Shanghai. America's absence might have been seen as a snub to China.
Shanghai's new-look airport ahead of World Expo
(AFP, 14 Mar 2010)
Shanghai this week will unveil a brand-new airport terminal -- the latest mega-infrastructure project to be completed as the Chinese city prepares to welcome tens of millions of visitors to Expo 2010.
Turkey aiming high at Shanghai Expo 2010
(Hurriyet Daily News, 10 Mar 2010)
Turkey expects its pavilion at the upcoming Shanghai Expo to be a hit as it hopes to attract 7 million visitors, according to the high commissioner of Shanghai Expo Turkey.
Updated Shanghai ready to welcome the world
(San Francisco Chronicle, 15 Mar 2010)
Shanghai has moved quickly to reclaim its pre-1949 role as China's financial, mercantile and fashion capital - and its capital of cool.
Japan gears up for Shanghai Expo 2010
(Japan Today, 22 Feb 2010)
The final touches are being put on the Japan Industry Pavilion, which is said to be the biggest pavilion at Shanghai Expo 2010, which runs from May 1 until Oct 31.
Kosher Chinese
(Tablet, 17 Mar 2010)
Amid a pre-event torrent of child-friendly animations of China's upcoming world's fair —expected to draw 70 million visitors—and images of the Expo's fingerless blue mascot, called Haibao, Israel's seashell-shaped pavilion has garnered more than its share of attention.
Russia to showcase major cities, growth areas at Expo 2010
(RIA Novosti, 20 Mar 2010)
Russia will present its major growth areas, regions and cities at the 2010 World Expo in Shanghai, the industry and trade minister said on Friday.
Eye Candy: British Pavilion at Shanghai Expo 2010 Is Part Cleopatra Jones, Part Pinhead
(Fast Company, 20 Mar 2010)
Unlike middling entries from the U.S. and Canada, Thomas Heatherwick's British pavilion rocks.
Shanghai's facelift unveiled
(Montreal Gazette, 20 Mar 2010)
The wraps are finally coming off the gargantuan facelift China's financial capital has suffered through for the past year - and more.
The textures of Shanghai's Expo
(Ottawa Citizen, 21 Mar 2010)
World fairs are a good laboratory for experimenting with architecture and the upcoming expo in China is no exception. Thanks to computer-aided design, pavilions that resemble giant dandelions and baskets are fabulous buildings that 'look like they can't be built.'
Shanghai 2010 Expo pavilions near completion
(Building Design, 27 Mar 2010)
As series of spectacular pavilions is taking shape in Shanghai for the 2010 expo, and Thomas Heatherwick’s design for the UK is no exception, but what message is it sending out? Even if you take the view that Expos are a waste of money and of no intellectual value, they remain hugely popular as nation-branding exercises.
Shanghai Expo Promotional Campaign held in MOA
(Philippine Star, 27 Mar 2010)
A two-day promotional campaign to introduce the World Expo 2010 to be held in Shanghai to people of the Philippines was held at the Mall of Asia in Manila of the Philippines on Saturday, attracting 1,000 people.
Smurfs, Bollywood give Shanghai Expo star power
(Straits Times, 3 Apr 2010)
THE Smurfs, the Little Mermaid, Bollywood stars, tenor Andrea Bocelli and the acrobats of Cirque du Soleil are part of a colourful diplomatic offensive to win Chinese hearts at this year's World Expo.
Shanghai awaits tourism boom for world expo
(Irish Times, 2 Apr 2010)
WITH ONE month to go before the World Expo 2010, China’s financial capital Shanghai is gearing up for a tourism boom as it seeks to promote China’s most glamorous city to the world with the event known as the “Economic Olympics”.
Shanghai's Expo Is Chance For World To Court China
(NPR, 3 Apr 2010)
On May 1, the modern-day equivalent, the World Expo, will open in Shanghai, China. Given China's rising international profile, the Shanghai Expo seems to be less about inventions and more about geopolitics.
Shanghai Expo's Taiwan Pavilion to enter trial run
(Focus Taiwan News Channel, 2 Apr 2010)
The Taiwan Pavilion at the World Expo 2010 Shanghai will begin a trial run on April 20 and open on May 1 as scheduled, an organizer said Thursday.
HK Pavilion model on display at HK Planning and Infrastructure Exhibition Gallery
(PressZoom, 2 Apr 2010)
A model of the Hong Kong Pavilion built for the Expo 2010 Shanghai China is now on display at Hong Kong Planning and Infrastructure Exhibition Gallery.Visitors can take a close look at the model to learn more about the design and how it represents the theme "Hong Kong - Potential Unlimited".
Turkey to participate in China's EXPO 2010
(www.worldbulletin.net, 1 Apr 2010)
Turkey will join the EXPO 2010 to open in the Chinese city of Shanghai on May 1.
Turkmen President to visit EXPO 2010 in Shanghai
(ISRIA, 3 Apr 2010)
Turkmen President Gurbanguly Berdimuhamedov will visit Shanghai to attend festivities dedicated to the opening of EXPO 2010 Universal Exposition.
Lee Junki is the Korean ambassador for 2010 Shanghai Expo
(allkpop, 1 Apr 2010)
Actor Lee Junki has been chosen as the Korean ambassador for the 2010 Shanghai Expo.
Former premier Liu likely to attend Shanghai Expo
(Taipei Times, 6 Apr 2010)
Former premier Liu Chao-shiuan is likely to attend the World Expo in Shanghai next month. Minister of the Interior Jiang Yi-huah confirmed yesterday that Liu filed a request at the National Immigration Agency on March 26 to attend an arts event in China under the invitation of an art institution in Beijng.
Hatoyama set to visit China for 'Japan Day' at Expo
(Mainichi Daily News, 6 Apr 2010)
Prime Minister Yukio Hatoyama has begun adjusting his schedule with the aim of visiting China on June 12, "Japan Day" of the 2010 World Expo in Shanghai.
Celebs, shows may be saving grace for lacklustre Canadian Pavilion at Shanghai Expo
(Vancouver Sun, 10 Apr 2010)
Everyone is an architecture critic. Why not? So many of the national pavilions at the Shanghai Expo are peacocks waiting to be admired — or not — and it would probably drive their creators nuts if everyone didn't have an opinion.
Indonesia to reshape image at World Expo 2010
(The Jakarta Post, 17 Apr 2010)
Indonesia aims to portray its identity and achievements to the world through its participation in the upcoming World Expo Shanghai China (WESC) 2010. Trade Minister Mari Elka Pangestu said Friday that Indonesia would take advantage of its achievements in various sectors during the last decade.
Shanghai Expo offers sneak peak in trial run
(AFP, 20 Apr 2010)
Organisers of Shanghai's World Expo gave members of the public a preview of the massive event Tuesday as they tested facilities and public transportation 10 days before the official start. More than 1.25 million people were expected to visit over the six preview days before the official May 1 opening, with about 70 percent of the pavilions ready to welcome visitors, the Shanghai Daily reported.
6000 detained in Shanghai Expo crime sweep: media
(AFP, 20 Apr 2010)
Police in World Expo host city Shanghai detained more than 6,000 people in a crime sweep, state press said Tuesday, as they ramp up security ahead of the huge event's May 1 kick-off.
World's Fair: Shanghai Expo 2010
(Washington Post, 16 Apr 2010)
On May 1, 2010, a sensational showcase of global architecture, science and technology will open in Shanghai, with tens of millions of visitors expected over six months.
Visitors jam Shanghai Expo for first preview
(Earthtimes, 20 Apr 2010)
An estimated 200,000 visitors crowded into the World Expo 2010 in Shanghai for the first public preview day on Tuesday, forcing organizers to abandon security checks and causing chaos on a nearby subway line.
Interview: Reality, plurality, key words of Greek pavilion in Shanghai EXPO, architect says
(istockAnalyst.com , 19 Apr 2010)
The recreation of a characteristic Greek city in a virtual artistic manner that focuses on reality and plurality is the main idea behind the Greek pavilion for the forthcoming EXPO 2010 in Shanghai, the Greek architect Alexandros Tombazis said on Monday.
Ahmedabad haveli to lure Shanghai Expo visitors
(DNA, 15 Apr 2010)
A replica of a haveli to showcase Ahmedabad’s rich heritage will greet visitors at the Shanghai Expo in China when it kickstarts from May 1.
Korea unveils Shanghai Expo business exhibit
(JoongAng Daily, 19 Apr 2010)
With less than two weeks to go before the start of the World Expo Shanghai, the Korea Business Pavilion showcasing 12 major conglomerates was unveiled yesterday.
Shanghai Surprise
(Newsweek, 18 Apr 2010)
Next month's eye-popping World Expo heralds the city's resurgence—and perhaps a bruising new chapter in U.S.-Sino relations.
World Expo song halted by plagiarism row
(The Japan Times, 19 Apr 2010)
Use of the theme song for the World Expo in Shanghai has been suspended amid allegations that it is a plagiarized version of a Japanese song from 1997, according to the expo's Web site.
Shanghai's Expo: What Everyone Needs to Know
(The Huffington Post (blog), 25 Apr 2010)
In exactly one week, the countdown clocks in Shanghai will all finally hit zero. This is because this year May Day will also be Opening Day for the 2010 World Expo, an event that has been largely ignored in the United States (at least until very recently)...
Shanghai World Expo showcases China's soft power
(The Associated Press, 25 Apr 2010)
Near the center of the World Expo grounds, the crimson-painted, crown-shaped China Pavilion towers over other nations' exhibits as a physical display of the country's pride and growing power.
Denmark’s Little Mermaid turns heads at Shanghai Expo
(Montreal Gazette, 25 Apr 2010)
Many countries are willing to go that extra mile to impress the Chinese, but the Danes may have topped them all. On Sunday, Denmark unveiled its well-known statue of the Little Mermaid at the unofficial opening ceremony for its Shanghai Expo pavilion.
Canada’s Expo pavilion nearly overshadowed by Dashan
(The Vancouver Sun, 25 Apr 2010)
The Ottawa-born Rowswell is famous throughout China as a comedian and television commentator and he’s one of Canada’s secret weapons in its bid to create a buzz at what is almost certainly the largest nation-branding event ever staged.
Clinton lauds U.S.-Chinese ties at Shanghai Expo ahead of tough diplomacy on NKorea
(Winnipeg Free Press, 22 May 2010)
Facing an uphill diplomatic struggle to win China's support for penalizing its ally North Korea over the sinking of a South Korean warship, U.S. Secretary of State Hillary Rodham Clinton on Saturday highlighted the benefits of U.S.-Chinese co-operation at the World Expo in Shanghai.
China and America: Not exactly eye to eye
(The Economist, 27 May 2010)
It was one of the biggest-ever gatherings of cabinet-level American officials in China. Some 200 Americans, including the secretary of state, Hillary Clinton, and the treasury secretary, Timothy Geithner, took part in the “Strategic and Economic Dialogue” on May 24th and 25th. The dialogue was launched in Washington last July as an annual chance to ensure that the wide range of bureaucracies involved in the relationship work in harmony.
US Pavilion in Shanghai Fails to Do Its Job
(The Huffington Post (blog), 31 May 2010)
In recent weeks I've written extensively about the nearly $100-million debacle that the US Pavilion at the Shanghai World Expo has become. So much false propaganda has been flooding cyberspace, most of it produced by an enormous PR effort...
A Little Good News From The U.S. Pavilion
(CPD Blog, 2 Jun 2010)
There has been plenty of bad news concerning the unimaginative U.S. pavilion at the World Expo in Shanghai. But let me for the moment, share a little good news. Indeed, like many who have visited the pavilion, I couldn’t find any “wow” moments. Still, there are noteworthy highlights, especially when viewed from the vantage point of a Chinese visitor.
Shanghai Expo 2010 Turns Spotlight on Nations
(The New York Times, 31 May 2010)
Two years ago, athletes from more than 190 countries came together in Beijing, vying for international acclaim on basketball courts and balance beams at the Summer Olympics. Now, a rematch of sorts is occurring in Shanghai — but this time, the competitors carrying their national flags are the architects and designers of hundreds of pavilions at a 184-day marathon of image and commerce, Expo 2010.
Shanghai Expo Director Calls on Creativity
(The Wall Street Journal, 7 Jun 2010)
The Shanghai World Expo is China's follow-on spectacular from the 2008 Olympic Games, but with less of the international scrutiny.
PGMA leaves for Shanghai World Expo on June 8
(Philippine Information Agency, 7 Jun 2010)
President Gloria Macapagal Arroyo is scheduled to leave for Shanghai, China on June 8, after meeting with former US Vice President Al Gore.
Chinese Naval officers visit Indian pavilion at Shanghai Expo
(Hindustan Times, 2 Jun 2010)
A delegation of senior Chinese Naval Officers today visited the Indian Pavilion at the Shanghai Expo.
Shanghai Expo pavilions showcase nations
(Los Angeles Times, 27 May 2010)
The six-month world's fair is a chance for 190 countries to strut their stuff. There is a something for everyone, from the avant-garde to socialist kitsch. Think the Guggenheim meets Disneyland.
SMAP concert at Shanghai World Expo cancelled for safety reasons
(Channel News Asia, 7 Jun 2010)
J-Pop group SMAP's scheduled performance on June 13 at the Shanghai World Expo has been cancelled after the authorities deemed it a safety risk.
Expo for a greener future
(Bangkok Post, 7 Jun 2010)
Shanghai's massive population and endemic heavy pollution make it the ideal location for promoting a greener, more sustainable future.
Expo Fever Mixed with Disillusion in Shanghai
(TIME, 6 Jun 2010)
The rest of the world is gearing up for a certain heavily anticipated sporting event, but Shanghai could care less: Five weeks after the World Expo opened, the city is still in the midst of full-blown world expo fever.
Shanghai’d, or the USA Pavilion as a Corporate Theme Park
(CPD Blog, 9 Jun 2010)
In this age of globalization and social networking, a World Expo might seem a quaint throwback to a bygone era. But for many countries, including, notably, China, it offers a global platform to present strengths and salient characteristics to the world.
Performing cities boost RP’s economic growth, GMA says
(Manilla Bulletin, 9 Jun 2010)
[President Gloria Macapagal Arroyo] also highlighted that the Philippine participation to the global exhibit provides the country the opportunity to further strengthen political, economic and cultural relations with China, in which the nation celebrates 35 years of diplomatic relations.
Redemption for our House of Deceit
(CPD Blog, 16 Jun 2010)
Whether the artifacts on display are works of art, rare alchemical texts, natural historical wonders, or even an array of symbolic stuff that is intended to “win the hearts and minds” of foreign audiences, an exhibition, to conjure an idea from one of my favorite writers, also has the potential to be experienced as a “house of deceit.”
Expo an opportunity to strengthen EU-China relations: official
(Global Times, 18 Jun 2010)
The Shanghai World Expo is "a perfect opportunity to build on and further strengthen the good relations" between the European Union and China, an EU official said Thursday. "The European Union is China's main economic partner and we have built a strategic partnership with the Chinese government over the years," Viviane Reding, vice president of the EU Commission, told Xinhua in an interview.
Shanghai 2010, the USA Pavilion and the Future
(WhirledView, 23 Jun 2010)
Yes, I’ve read the mixed reviews about the USA Pavilion at the Shanghai 2010 Expo. The major complaint as I understand it is that the pavilion is too commercial – that it does not promote US values and society to the degree it should.
Europe's crisis is China's opportunity
(Asia Times, 1 Jul 2010)
When China designed the 2010 Universal Expo in Shanghai as a showcase for its new public diplomacy, it probably did not envision the exhibition would play a much bigger role as a magnet for recession-hit European businesses.
Spain Pavilion celebrates Children’s Day in China
(Official Site of Spanish Pavilion, 2 Jun 2010)
Miguelín, the giant baby of Spain Pavilion, held a party today to celebrate Children’s Day with the youngest visitors in Expo. For the celebration, Miguelín is wearing a traditional Chinese ‘dudou’, the typical cloth used in China to cuddle the babies.
The Spanish Pavilion: A Brand Story Of Continuity (Videoblog)
(CPD Blog, 7 Jul 2010)
As the host country of both the Olympics and the Expo in the same year (1992), Spain clearly sees the Shanghai Expo as an instrument of public diplomacy and national image projection. Pavilion Communication Director Pedro Molina discusses how the country tells the story of “From the City of Our Parents to the City of Our Children” in three scenes.
Welcome To The US Pavilion: We're Here To Disappoint
(CPD Blog, 8 Jul 2010)
When I entered the US Pavilion at the 2010 World’s Exposition in Shanghai, I anticipated the presentation of the nation’s character to its predominately Chinese audience and hoped to deconstruct its message. I wondered what virtues, ideas, personas, landmarks and struggles would, in the brief experience of Expo, encapsulate the entity I have dedicated my career to studying.
The Israeli Pavilion: Broadening the Discourse About Israel (Videoblog)
(CPD Blog, 21 Jul 2010)
Rebranding Israel at Shanghai Expo
Israel Pavillion for Shanghai World Expo 2010
(archdaily, 7 Oct 2009)
The pavilion consists of three areas — Whispering Garden, Hall of Light and Hall of Innovations.
Israel impresses at Shanghai’s Expo 2010
(The Jerusalem Post, 2 May 2010)
Visitors flocked to the Israeli stand in the Expo 2010 Shanghai China exhibition that opened on Saturday.
Israeli pavilion at expo 2010
(designboom, 25 Mar 2010)
24 meters in height, the 1200 square meter pavilion is built on a 2000 square meter site and its construction is nearing completion. the structure consists of two architectural curvilinear forms which hug each other like two hands or two shells, symbolizing a quiet conversation between man and earth, man and man, nation and nation.
Israel at Shanghai World Expo 2010
(Israel Ministry of Foreign Affairs, 26 Oct 2009)
Under the slogan "Innovation for Better Life", Israel will highlight innovation at its pavilion at Expo 2010 Shanghai along with traditional Jewish culture. This is the first time that Israel is building a national pavilion at a World Expo.
Expo At Night (Videoblog)
(CPD Blog, 10 Aug 2010)
A view of various illuminated pavilions after dark at the 2010 Shanghai Expo.
Korea unveils Shanghai Expo business exhibit
(JoongAng Daily, 21 Apr 2010)
With less than two weeks to go before the start of the World Expo Shanghai, the Korea Business Pavilion showcasing 12 major conglomerates was unveiled yesterday. According to the Korea International Trade Association, which oversees Korean participation in the world’s largest exposition, the three-story pavilion is built on a 3,000-square-meter (32,291-square-feet) area.
Lee Jun-ki to Represent Korea at Shanghai Expo
(The Chosun Ilbo, 2 Apr 2010)
Actor Lee Jun-ki has been picked to promote Korea at the 2010 Shanghai Expo. He received a letter of appointment from the Korea Trade-Investment Promotion Agency at its headquarters in Seoul on Wednesday. Lee will attend various promotional events at the expo to be held from May to October in the Chinese city.
The South Korean Pavilion: Nation Branding Through Pop Culture
(CPD Blog, 13 Aug 2010)
Video that is part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.
British ballet dedicated to people of Tibet is pulled from China expo
(guardian.co.uk, 1 Sep 2010)
A British composer says he is "deeply disappointed and dismayed" by the British Council's decision to cancel a performance of his ballet in China because it was dedicated to the people of Tibet. Pete Wyer's The Far Shore was created for the Shanghai Expo and was to be premiered next week as the highlight of the event's "UK National Day".
The Japan Pavilion: A Tale Of Two Japans (Videoblog)
(CPD Blog, 8 Sep 2010)
Nation Branding: Japan at Expo 2010 Shanghai.
Creating a Nation-brand Experience at Shanghai Expo
(CPD Blog, 13 Sep 2010)
The national pavilions at the Expo are, in essence, a themed, branded environment, that aims to convey a positive and distinctive narrative about a country. So, how is the mundane space of a pavilion transformed into a stylized and, for some countries, a spectacular location that gives it meaning, identity and, above all, resonance with visitors?
The Thinker: Brand Indonesia
(The Jakarta Globe, 15 Sep 2010)
Now it’s time to shift our thoughts and talk about a rarely mentioned issue: our nation’s branding at the Shanghai World Expo 2010, a grand gathering for the world to boil down the essence of participating countries into a medley of striking pavilions.
The Saudi Arabian Pavilion: The Ultimate IMAX Experience (Videoblog)
(CPD Blog, 28 Sep 2010)
Saudi Arabia at Expo 2010 Shanghai
Privatizing Public Diplomacy: Clinton's Shanghai Sustainability Pledge Goes Awry
(The Huffington Post, 28 Sep 2010)
I've written in The Huffington Post about the State Department, as part of its plan to privatize American public diplomacy, creating a bogus nonprofit corporation and compelling the IRS to give it tax exempt status so that the nonprofit, Shanghai Expo 2010, Inc., could attract corporate sponsors, the State thus avoiding any need to seek funding from Congress
Visiting the axis of evil, in Shanghai
(The Economist, 6 Oct 2010)
Since opening in May, the tremendous success of the Shanghai Expo has been vividly demonstrated by what has also been the source of the greatest number of complaints: endless queues. Visitors, primarily Chinese, arrive as early as 3am and assemble in ever-longer lines in front of national pavilions, with the biggest crowds drawn to the ones packed with technology.
Children Build Cities at Expo
(ScandAsia.com, 25 Sep 2010)
What does a city smell like? How does it feel? Why do we prefer one place and dislike another? These are some of the questions that will be asked to children in a workshop at the innovation stage in the Swedish pavilion at Expo 2010 in Shanghai China. The headline and main subject is ”When people matter”.
Canada Pavilion at Expo 2010 Exceeds Its Attendance Goal
(MarketWire, 18 Oct 2010)
On behalf of the Honourable James Moore, Minister of Canadian Heritage and Official Languages, the Honourable Rob Moore, Minister of State (Small Business and Tourism), today welcomed the 5,800,000th visitor to the Canada Pavilion at Expo 2010 in Shanghai. Canada has now exceeded its attendance goal two weeks before the end of the exposition.
All Previous Visitors Records Broken By Shanghai World Expo
(UK News Online, 18 Oct 2010)
The Shanghai World Expo, which opened on May 1 and will end on October 31, has broken all records by getting over 64 million visitors as of last Saturday, the 168th day of the expo. Seen as the largest expo ever, it showcases the ideas, culture and technology coming from dozens of companies and about 240 countries.
EU Ambassador: Shanghai Expo improves China's soft power
(People's Daily Online, 25 Oct 2010)
The Shanghai World Expo is a great investment in education for all citizens, has achieved great success and greatly improves China's soft power, said Serge Abou, E.U. Ambassador to China, when interviewed by reporters for China News Service recently.
Looking For God at the Shanghai Expo: Religion, Nation Branding and the Soft Power Showdown in China
(CPD Blog, 5 Nov 2010)
Last week the Shanghai Expo 2010 closed. On three sweltering days this summer I toured the vast and frenzied space that was the Expo. My objective was to see how the nations of the world were representing themselves to the Chinese public and how each responding to the Expo’s official theme: ‘Better City, Better Life.’
The hard truth about China's 'soft power'
(ABC, 24 Nov 2010)
But some had grander hopes for the Expo – namely, that it would ‘showcase China’s soft power’... As it happened, the events that swirled around the Expo’s closing weeks showcased something quite else: Why China doesn’t have much soft power and why the West, broadly defined, still has it in spades.
Hamdan bin Mubarak hails selection of UAE Pavilion as the best in Shanghai Expo 2010
(Emirates News Agency , 12 Dec 2010)
Sheikh hamdan bin Mubarak Al Nahyan, Minister of Public Works '&' Chairman of the National Media Council (NMC), has expressed pleasure after UAE Pavilion was named by Shanghai Jiao Tong University as the most popular international pavilion at EXPO 2010.
South Africa at Expo 2010 Shanghai
(Brand South Africa, 6 May 2010)
Themed Ke Nako! ("It's Time!"), South Africa's pavilion at the Shanghai Expo has opened its doors to visitors wanting to learn more about what modern-day South Africa has to offer, from the upcoming 2010 Fifa World Cup to tourism, trade and investment opportunities.
Upcoming opening of Shanghai Expo 2010
(Brand South Africa, 5 May 2010)
Positioned as a gateway to Africa for investment and trade from China, participation at Shanghai Expo becomes relevant when considering that in 2009 the total trade between China and Africa amounted to over 106 billion dollars, an increase of 45 percent over the previous year, of which South Africa accounted for 20%
SOUTH AFRICA KICKS OFF TRADE AND INVESTMENT PROMOTION AT SHANGHAI EXPO
(Brand South Africa, 5 Jul 2010)
Accompanied by a trade mission of over 30 senior executives and leading companies from South Africa’s mining, metals and capital equipment sectors, the first of four sectors to be profiled during the promotion, the delegation has arrived in Shanghai to introduce investment opportunities in South Africa, identify opportunities in China and enhance existing trading activities.
Shanghai 2010 - a first for the EU
(EU Commission, 3 May 2010)
It's the first time the EU has been represented at a world fair outside Europe: for 6 months (starting 1 May), the bloc will have its own pavilion in Shanghai - at the specific invitation of China, its second biggest trade partner.
Trading On The National Image
(New Matilda, 1 Nov 2010)
How does Brand Oz look in China these days? Jennifer Mills went to the Shanghai Expo to see the results of Simon Crean's recent nation branding exercise
Shanghai Expo Media Monitor: Others
Going to Philadelphia... With Shanghai on My Mind
(Huffington Post (blog), 19 Mar 2010)
In Search of Expo Von Trapps
(Urbanatomy & That's Shanghai (blog), 19 Mar 2010)
Ten Chinese families, including two expat wives will sing, dance and act their way to Expo glory on Super Families, a talent-show Expo promotion. The winning family gets to live for free for one year in a Shanghai villa, plus free expo tickets.
Getting Shanghai World Expo Tickets
(About - News & Issues (blog), 2 Apr 2010)
Expo is going to last for six months and Shanghai is expecting 70 million visitors (mostly domestic) to the city to see the pavilions that the participating countries have built. (Yes, thanks to heroic fund raising efforts by Hillary Clinton, even the US is going to have a pavilion...)
Shanghai Expo: Not Just a Site for China’s Image-Construction
(CPD Blog, 29 Apr 2010)
It is true that China’s hosting of the event, especially on the heels of the spectacular Summer Olympics two years ago, sends an unmistakable signal of the country’s return to global prominence. Nonetheless, the Expo is also a grand stage where, over the next six months, nearly 200 participant countries will be courting and engaging the Chinese public.
Why Isn't the Expo a Media Event?
(CPD Blog, 12 May 2010)
According to Media Tenor, a Zurich-based research institute, like other recent world expositions, Expo Shanghai only received scant attention in the international media prior to its grand opening on May 1. This is hardly surprising. The Expo, as it is currently conceived and presented, is simply not a media magnet to start with.
Seeing Things Shanghai Expo 2010
(The New York Times, 13 May 2010)
China's Not That Into the World Cup
(AdAge.com, 11 Jun 2010)
As excitement builds around the FIFA World Cup, marketers globally want to leverage the event to build brands. But the job is especially difficult in China, where the World Cup, and soccer generally, are experienced and understood in a unique way.
At Shanghai Expo, Ahmadinejad polite despite China's support for Iran sanctions
(The Christian Science Monitor, 11 Jun 2010)
China gave a low-key welcome to Iran's President Mahmoud Ahmadinejad as he visited the Shanghai Expo on Friday, just days after Beijing voted for a fourth round of United Nations sanctions designed to curb Iran’s nuclear program.
Shanghai 2010, the USA Pavilion and the Future
(WhirledView, 23 Jun 2010)
Yes, I’ve read the mixed reviews about the USA Pavilion at the Shanghai 2010 Expo. The major complaint as I understand it is that the pavilion is too commercial – that it does not promote US values and society to the degree it should.
China: Expat views of the Shanghai Expo
(Global Voices, 9 Jul 2010)
The Shanghai World Expo is already two months in to its half-year residency. Bloggers have been active in trying to decipher the purpose of the extravaganza...
A Tale of Two Pavilions
(CPD Blog, 6 Aug 2010)
While the global community has been busy parading at the Shanghai Expo 2010, for Taiwan, simply taking part in the world’s fair is meaningful. It has been nearly 40 years since the island has been able to join the global showcase, when the Republic of China last participated at the Osaka Expo in 1970 during a period when Taipei still held official diplomatic relations with Tokyo.
Cultivating National Image at the Expo: A Balancing Act
(CPD Blog, 22 Aug 2010)
As a venue for public diplomacy, the World Expo is highly valued yet under-analyzed. This is particularly true of the current Expo in Shanghai. For many countries, Shanghai Expo is the most expensive and arguably the most important one they have ever attended.
Creating A Nation-Brand Experience at Shanghai Expo
(CPD Blog, 13 Sep 2010)
The national pavilions at the Expo are, in essence, a themed, branded environment, that aims to convey a positive and distinctive narrative about a country. So, how is the mundane space of a pavilion transformed into a stylized and, for some countries, a spectacular location that gives it meaning, identity and, above all, resonance with visitors?
Students learn new perspectives, culture at World Expo
(McClatchy-Tribune, 27 Oct 2010)
More than 190 countries and 50 organizations are represented at the event, which has had at least 52 million visitors thus far. Of those 52 million, there are roughly 160 American college students working at the U.S. pavilion in the Student Ambassadors Program run by the University of Southern California. The event runs through the end of October.
How countries introduce themselves at the Shanghai Expo
(Nation Branding, 28 Oct 2010)
Earlier this week we looked at how countries have taken different tactics in their nation branding efforts at the Shanghai’s World Expo. But, how do these approaches render in real life?
Nation Branding at the 2010 World Expo
(Nation Branding, 28 Oct 2010)
Over the last months Jay Wang from the USC Center on Public Diplomacy in Los Angeles, CA has done a formidable work covering the pavillions of some of the most important countries and the world and has also interviewed some of the executives in charge of them.
Trading On The National Image
(New Matilda, 1 Nov 2010)
How does Brand Oz look in China these days? Jennifer Mills went to the Shanghai Expo to see the results of Simon Crean's recent nation branding exercise.
Shanghai's World Expo: The Curtain Falls
(The Huffington Post (Blog), 2 Nov 2010)
Despite the official tally of 73 million visitors, the vast majority of them mainland Chinese, the world's response to Shanghai's self-proclaimed moment in the sun has been been a gigantic, collective yawn. And no wonder.
US Blows an Opportunity in Shanghai
(American Thinker, 7 Nov 2010)
As an effort to attract Chinese tourists to the US or improve America's image in China, the pavilion was an epic failure; but as a symbol of Obama's America, it wasn't bad. It's not very surprising that Shanghai Expo 2010, which just ended (coincidentally) on Halloween night, never attracted much interest in the US.
China's Not That Into the World Cup
(Ad Age Global, 10 Jun 2010)
As excitement builds around the FIFA World Cup, marketers globally want to leverage the event to build brands. But the job is especially difficult in China, where the World Cup, and soccer generally, are experienced and understood in a unique way.
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