As a venue for public diplomacy, the World Expo is highly valued yet under-analyzed. This is particularly true of the current Expo in Shanghai.

For many countries, Shanghai Expo is the most expensive and arguably the most important one they have ever attended. And, for the millions of Chinese, for whom international travel is still a luxury they cannot afford, visiting the Expo has become a once-in-a-life time chance to get a glimpse of other countries epitomized in the national pavilions. The potential cultural impact can certainly be vast.

These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

A view of various illuminated pavilions after dark at the 2010 Shanghai Expo:

These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

These videos are part of the series CPD Video Conversations: National Branding at Expo 2010 Shanghai.

>> For viewers in China, follow this link to watch the video

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.

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

There has been plenty of bad news concerning the unimaginative U.S. pavilion at the World Expo in Shanghai. But let me for the moment, share a little good news.

Indeed, like many who have visited the pavilion, I couldn’t find any “wow” moments. Still, there are noteworthy highlights, especially when viewed from the vantage point of a Chinese visitor.