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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.

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.

According to Media Tenor, a Zurich-based research institute, like other recent world expositions, Expo Shanghai only received scant attention in the international media prior to its grand opening on May 1.

This is hardly surprising. The Expo, as it is currently conceived and presented, is simply not a media magnet to start with.

To characterize the Shanghai Expo as mainly China’s showcasing of its soft power misses an important point.