The World Expo is arguably the single biggest showcasing event of a nation outside of its own borders. It is one of the few mass events that command worldwide attention. But unlike the Olympic Games or the FIFA World Cup,...KEEP READING
CPD Director Interviewed by BIE on World Expos
With almost two years until the next World Expo in Dubai and with more than 25 million international visitors expected to attend, the Bureau International des Expositions (BIE) interviews three experts for their "In Focus" series. Ambassador Nicolas Bideau, Head of Presence Switzerland, Dietmar Schmitz, Commissioner General for Germany at Expo 2020 Dubai, and CPD Director Dr. Jian (Jay) Wang, share their perspectives on nation branding at World Expos, what makes World Expos such important events for soft power cultivation and projection, and why they are ideal venues for public diplomacy.
"National pavilions are 'curated' spaces. Their task is not simply to sell a country or a cultural experience, but to demonstrate how a nation’s cultural assets or technological innovations can enrich visitors’ lives. In other words, a winning pavilion strategy is driven by visitor-centric storytelling," said Wang.
To read the full interview, click here.
Find out more about CPD's role in the development and evaluation of the USA Pavilion at Expo 2020 Dubai as announced by the U.S. Department of State here.
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