Today, India has an historic opportunity to claim its rightful place. But will India be able to assert itself on the global stage? Will the pride of this resurgent India emerge to counter factors that affect our image? Building Brand India is an imperative we cannot afford to ignore.

When I entered the US Pavilion at the 2010 World’s Exposition in Shanghai, I anticipated the presentation of the nation’s character to its predominately Chinese audience and hoped to deconstruct its message. I wondered what virtues, ideas, personas, landmarks and struggles would, in the brief experience of Expo, encapsulate the entity I have dedicated my career to studying.

APDS Blogger: Kenya Davis-Hayes

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.

These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

>> For viewers in China, follow this link to watch the video

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.

“Soft power” challenged Korea’s traditional development paradigm. From the 1960s, authoritarian governments had placed absolute primacy on economic growth. Social and political development was de-prioritized as the entire nation was hitched to an economic locomotive that would convey Korea to the terminus of “advanced nations.”

On July 6, the USC Center on Public Diplomacy's research team in Shanghai released a video focusing on the Spanish pavilion.