Branding Nations at the Milan Expo
Principal Investigator:
Jian (Jay) Wang
Contributing Researcher:
César Corona
Interactive Map of the Expo
- Experience World Expo Milan in 360° Virtual Reality (October 31, 2015)
PD Videos
- The USA Pavilion: Innovation and Diversity (August 31, 2015)
- Video Highlights from the Milan Expo 2015, featuring Italy (August 27, 2015)
- The Angola Pavilion: A Journal of Food and Culture (August 25, 2015)
- The Spain Pavilion: Branding Innovation and Tradition (August 20, 2015)
- The Israel Pavilion: Spotlighting Innovations (August 18, 2015)
- The South Korea Pavilion: Branding Hansik (August 14, 2015)
- The Kazakhstan Pavilion: Introducing Expo 2017 (August 12, 2015)
- The Brazil Pavilion: Experience the Net (August 4, 2015)
- The Germany Pavilion: Ideas in Action (July 29, 2015)
- Video Highlights from the Milan Expo 2015, featuring Mexico (July 27, 2015)
- The Japan Pavilion: Globalizing Japanese Cuisine (July 21, 2015)
- Milan's Expo Bid: Personal Reflections (July 16, 2015)
- Why the World Expo Still Matters? (July 14, 2015)
- U.S. Pavilion Student Ambassadors (June 18, 2015)
CPD Blogs
- Expo Milan 2015: Dialogue Through Food and Expo Milan 2015: Milan's City Diplomacy - Jian (Jay) Wang
- Expo Milan 2015: The Good, the Bad, and the Hungry - Paul Rockower
- Looking for God at the Milan Expo (Part 1) and (Part 2) - Nicholas J. Cull
- From the "Kitchen Cabinet" to "Feeding the World" - Anne Chermak Dillen
Images
- Sights from Milan Expo 2015: USA (CPD Photo Essay)
- Sights from Milan Expo 2015: Angola (CPD Photo Essay)
- Sights from Milan Expo 2015: Israel (CPD Photo Essay)
- Sights from Milan Expo 2015: South Korea (CPD Photo Essay)
- Sights from Milan Expo 2015: Brazil (CPD Photo Essay)
- Sights from Milan Expo 2015: Germany (CPD Photo Essay)
- Sights from Expo Milan 2015 (CPD Photo Essay)
- Expo Milan 2015 (CPD Flickr Album)
Other Resources
- Five Top Book Picks on World Expos (Reading list)
- PD Hub (Reference materials)
The World Expo embodies nation branding in vivid ways. The fundamental goal of nation branding is to achieve differentiation and resonance in the field of national representations. National pavilions, a centerpiece of the World Expo, are branded spaces designed to craft a positive, distinctive identity about a country. They are hence a platform for nations to engage in public diplomacy.
As a follow-up to our 2010 Shanghai Expo project, CPD traveled to Milan's 2015 World Expo whose theme this year is "Feeding the Planet: Energy for Life," to explore the convergence of soft power on this major world stage. Stay tuned for exclusive video and photo footage from Milan, including special interviews with pavilion directors, as well as ongoing analysis of nation branding at this mega-event.
