Most people hadn’t even heard of the expo before it came to China. The verdict is clear – The Expo needed China as much as China needed the Expo. It has been described by the Chinese government as “a great gathering of world civilizations”, and is an excellent opportunity to improve ties between two of the oldest – India and China.

This video is part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

The USC Center on Public Diplomacy’s research team in Shanghai launched CPD Video Conversations: Nation Branding at Expo 2010 Shanghai, a video blog which will feature select countries’ nation branding efforts at the World Expo.

Several masterpieces from Musée d’Orsay are on display at the French Pavilion.  Here the Pavilion director discusses how culture is presented to the Chinese public and the Chinese image of France.

[President Gloria Macapagal Arroyo] also highlighted that the Philippine participation to the global exhibit provides the country the opportunity to further strengthen political, economic and cultural relations with China, in which the nation celebrates 35 years of diplomatic relations.

In this age of globalization and social networking, a World Expo might seem a quaint throwback to a bygone era. But for many countries, including, notably, China, it offers a global platform to present strengths and salient characteristics to the world.

Co-author: Hailey Woldt

Let’s begin with the positive: the United States is present at the World Expo in Shanghai. The Secretary of State deserves praise for making this possible, by launching an eleventh hour fundraising drive, after the previous administration had done virtually nothing (besides rejecting a proposal that included Frank Gehry as architect). The Chinese cared enough about the U.S. presence to have contributed both public and private funds to guarantee that the U.S. showed up for Expo Shanghai 2010.

A quick guide to the concept of branding and its relevance to national image management and international communication practices.