Shanghai Expo 2010
This journal article by Zhao Kejin examines China's public diplomacy strategies, campaigns and global motivations to strengthen and secure its international public image.
From May 1 to October 31, 2010 China hosted Expo 2010 Shanghai. With more than 73 million visitors, 189 participating countries and a 1'300 acres site, Expo 2010 Shanghai became the largest Expo in the 159-year history of these events. In face of the massive dimension of Expo 2010 Shanghai, this book highlights how the diplomatic efforts of the participating governments turn into very personal experiences of discovery and learning for the public.
While the interest is only increasing among nations in applying branding practices in promoting tourism, investment and overall country perception, the academic treatment of the subject has been narrow and cursory. In my new book Shaping China’s Global Imagination: Branding Nations at the World Expo, I delineate the concept and practice of nation branding by comparing the various ways nations sought to engage the Chinese populace through the medium of pavilion space at the Shanghai World Expo.
Reflections on the conceptual implications of nation branding: how branding a nation develops its soft power advantage