nation branding

Music has the power to transcend borders and bring nations together, and what better way to foster cultural understanding than through the timeless elegance of opera. On February 8th, in collaboration with the John F. Kennedy Center for the Performing Arts, the Russian Embassy in Washington DC held a joint concert featuring aspiring artists from Russia and the United States.

February 21, 2016

In an age far less connected than today, the Expo was an opportunity for countries to showcase their very best, influencing the development of commerce, art and architecture, education, technology and tourism. Inventions such as the telephone, aluminium and steel were first presented at such exhibitions.

China has quickly changed before the world’s very eyes, becoming a global superpower and ironically, an impressive leader in capitalistic growth and economic supremacy. [...] These changes in China’s branding and it’s increasingly “Western” appeal have led to an influx of eager businessmen arriving in China with the hopes of enjoying a piece of the “prosperity pie”.

New planes, new in-flight entertainment options, smart new uniforms for the cabin attendants, even business class. It’s all part of supreme leader Kim Jong Un’s effort to boost tourist numbers 20-fold to 2 million by 2020 and supplement the nation’s meager foreign exchange.

Melbournians have their choice of world class performances, and those with discerning taste will be wasting no time securing their seats to see Shen Yun at the State Theatre. [...] Shen Yun’s contribution to the revival of traditional Chinese culture and the promotion of Chinese and Western cultural exchange.

Alibaba is but one example of China’s “private sector diplomacy.” These successful companies help promote a positive image of China’s economy to the outside world, something the government needs. China’s private sector diplomacy can also be felt in the expansion of its private companies on the global market.

The hip-hop musical based on the life of Founding Father Alexander Hamilton got its start with playwright Lin-Manuel Miranda’s 2009 performance of the then-in-the-works “Hamilton Mixtape” at the White House and has evolved into a global phenomenon. [...] In a time of uncertain power shifts in a changing global order, Hamilton quietly asserts America’s best qualities without glossing over the worst, sending a message of optimism about the country’s future. It thus has the potential to further American ideological appeal among foreign audiences.

The Los Angeles bid to host the 2024 summer Games was unveiled at sunset keeping in theme with the new slogan and features a winged angel as a symbol of the city. On the top floor of a USC skyscraper bid leaders and civic officials gathered to view the new logo with panoramic views of the City's 2024 Games venues, coastline and mountains as the backdrop.

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