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.

Beyond Soccer …

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 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. And, for the millions of Chinese, for whom international travel is still a luxury they cannot afford, visiting the Expo has become a once-in-a-life time chance to get a glimpse of other countries epitomized in the national pavilions. The potential cultural impact can certainly be vast.

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.

Chinese tourists aboard a flight to Vancouver Wednesday will get a warm welcome normally reserved for important government officials as China and Canada inaugurate a new era of tourism trade under the Approved Destination Status (ADS) conferred on Canada last December by Beijing.

Eight years have passed since American journalist Douglas McGray first coined the phrase, but now the Japanese government is getting behind "Cool Japan" in a big way.

Video that is part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

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.