How does Brand Oz look in China these days? Jennifer Mills went to the Shanghai Expo to see the results of Simon Crean's recent nation branding exercise

How does Brand Oz look in China these days? Jennifer Mills went to the Shanghai Expo to see the results of Simon Crean's recent nation branding exercise.

Secretary General of the International Exhibitions Bureau, Vicente Gonzalez Loscertales, discusses the Expo as a platform for public diplomacy, and gives a sneak preview of the Expos in the coming years.

A view of the national pavilion of China and Chinese provinces pavilion.

Over the last months Jay Wang from the USC Center on Public Diplomacy in Los Angeles, CA has done a formidable work covering the pavillions of some of the most important countries and the world and has also interviewed some of the executives in charge of them.

Earlier this week we looked at how countries have taken different tactics in their nation branding efforts at the Shanghai’s World Expo. But, how do these approaches render in real life?

More than 190 countries and 50 organizations are represented at the event, which has had at least 52 million visitors thus far. Of those 52 million, there are roughly 160 American college students working at the U.S. pavilion in the Student Ambassadors Program run by the University of Southern California. The event runs through the end of October.

The Shanghai World Expo is a great investment in education for all citizens, has achieved great success and greatly improves China's soft power, said Serge Abou, E.U. Ambassador to China, when interviewed by reporters for China News Service recently.