How do you create that elusive quality of 'culture'?... One popular strategy is the international sporting event. It is no secret that the Olympic Games, Formula One Grand Prix and World Cups are viewed by leaders not just as money-spinners, but as opportunities to demonstrate all their country has to offer and to recast national stereotypes for the better.

APDS Blogger: Mark Preston

Culture and creativity are central to life in the 21st century. The global stakes have never been higher; never before have we been surrounded by so much information or so much art - high and popular, visual and aural, original and reproduced, amusing and challenging, bland and exciting.

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.