If measured by wait time, Saudi Arabia has one of the most popular pavilions at the Shanghai Expo.  So what do visitors, who typically have to queue for 4-5 hours, actually see and experience?  Pavilion Director Abdulhamid Hasan discusses an innovative use of the conventional medium of film to present his country.

Japan’s soft power seems to derive from the country’s ability to achieve a delicate balance between “modernity” and “tradition.” Pavilion Commissioner General, Mr. Hiroshi Tsukamoto, discusses how both the “hi-tech Japan” and the “cool, beautiful Japan” are presented at Shanghai Expo. He also shares thoughts on the Expo as a venue for public diplomacy.

As a major emerging economy and the host of the 2014 World Cup and the 2016 Summer Olympics, Brazil is keen to present the country as more than about soccer, samba, and carnivals.  Pavilion Director Pedro Wendler discusses the country’s positioning and communication at Shanghai Expo.

As part of its global pursuit of soft power, South Korea presents its country brand at Shanghai Expo by employing the instrument of pop culture.

A view of various illuminated pavilions after dark at the 2010 Shanghai Expo.

Israel is often mentioned in the context of war and conflict.  Deputy Commissioner General discusses how the country presents itself as a place of innovation and creativity at Shanghai Expo.

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.

From Obama and Hillary, to Kobe and Michelle (Kwan), the U.S. Pavilion features some of the most recognizable celebrity “brand ambassadors” for the country.  But the most visible presence belongs to the student ambassadors.  This video blog highlights their experiences at the Expo.