world expo

Internationally, the 2010 Shanghai World Expo was a major tourism and branding draw card for its host city. Domestically, the Expo constituted a major source of national pride and a key vehicle for the promotion of official messages reinforcing traditional state propaganda themes.

February 3, 2014

In my new book, “Shaping China’s Global Imagination: Branding Nations at the World Expo,” I explore the idea of nation branding—what it is and how it works—through the instructive case of the Shanghai World Expo. Despite the growing interest in how countries promote their national image, the potential and role of branding in a nation’s communication has often been assumed but not demonstrated. This book reflects an effort to provide conceptual clarity and empirical attention to this very issue.

The city’s economic development committee has decided not to consider putting together a bid to host the Olympics in 2024, but left the door open for the 2025 World Expo. According to a staff report, the cost of a competitive Expo bid will be at least $10 million and it will cost at least $1 million to get through some of the initial pre-bid preparation work.

November 25, 2013

**UPDATE: On November 27, the BIE announced that the United Arab Emirates has been elected as the host country of the World Expo 2020**

The increased tempo of Beijing’s public diplomacy activities in recent years, from Confucius Institutes to the 2010 Shanghai World Expo, have received poor to mediocre reviews internationally. Expensive projects have been received positively by the Chinese public, but have done little to reverse China’s continued international image problems. Although a narrative of crisis pervades international scholarship on Chinese public diplomacy, there appears little evidence to suggest that Beijing is concerned.

The increased tempo of Beijing’s public diplomacy activities in recent years, from Confucius Institutes to the 2010 Shanghai World Expo, have received poor to mediocre reviews internationally. Expensive projects have been received positively by the Chinese public, but have done little to reverse China’s continued international image problems. Although a narrative of crisis pervades international scholarship on Chinese public diplomacy, there appears little evidence to suggest that Beijing is concerned.

Michigan State University student Brisbane Asekome spent her summer serving as a student ambassador at the 2012 World Expo in Yeosu, Korea. As a student ambassador, she was on the front lines of U.S. public diplomacy efforts as the public face of the USA Pavilion 2012.

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