The "Hungry Henrik" team left our comfort zone, the Sweden Pavilion, and took an overcrowded bus to the South Korea Pavilion. I was overwhelmed by the size and the beautiful silver exterior decorated with letters of the Korean alphabet.

Positive economic data alone cannot upgrade the national image. A series of latest episodes in Korea showed that soft images may be more critical in shining the national image than hard data.

Rebranding Israel at Shanghai Expo

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

Israel is often mentioned in the context of war and conflict.  Deputy Commissioner General discusses how the country presents itself as a place of innovation and creativity at Shanghai Expo.

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