The Shanghai World Expo is "a perfect opportunity to build on and further strengthen the good relations" between the European Union and China, an EU official said Thursday. "The European Union is China's main economic partner and we have built a strategic partnership with the Chinese government over the years," Viviane Reding, vice president of the EU Commission, told Xinhua in an interview.

Whether the artifacts on display are works of art, rare alchemical texts, natural historical wonders, or even an array of symbolic stuff that is intended to “win the hearts and minds” of foreign audiences, an exhibition, to conjure an idea from one of my favorite writers, also has the potential to be experienced as a “house of deceit.”

As a museum curator who has spent most of the last decade dabbling in the collection and display of objects in order to frame rich historical narratives for the civic and educative enrichment of culturally diverse audiences, I can conscientiously admit that there are things an exhibition is capable of doing and things an exhibition cannot accomplish. In fact, it is folly to say one knows exactly just what impact an exhibition with any given theme may have on any audience whatsoever.

As the host of 2010 FIFA World Cup, South Africa aims to create a more compelling, dynamic brand image of the country. Its Consul General in Shanghai discusses the South African brand and its co-branding with the World Cup at the Expo.

As the host of 2010 FIFA World Cup, South Africa aims to create a more compelling, dynamic brand image of the country. Its Consul General in Shanghai discusses the South African brand and its co-branding with the World Cup at the Expo.

As excitement builds around the FIFA World Cup, marketers globally want to leverage the event to build brands. But the job is especially difficult in China, where the World Cup, and soccer generally, are experienced and understood in a unique way.

As excitement builds around the FIFA World Cup, marketers globally want to leverage the event to build brands. But the job is especially difficult in China, where the World Cup, and soccer generally, are experienced and understood in a unique way.