With the G-20 Summit approaching, all eyes are focusing on Seoul. The Korean economy has been growing rapidly over the past couple of years and it now ranks 9th in the world in terms of export volume. However, Korea’s national brand image still lags behind.

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.

Secretary General of the International Exhibitions Bureau, Vicente Gonzalez Loscertales, discusses the Expo as a platform for public diplomacy, and gives a sneak preview of the Expos in the coming years.

The Group of 20 summit in Seoul is expected to offer South Korea a huge opportunity to enhance its national brand. The event is expected to allow South Korea to promote its economic achievements among world leaders, their delegations and journalists and help the nation enhance its undervalued national competitiveness.

A view of the national pavilion of China and Chinese provinces pavilion.

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.

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?