image from, with caption: Expo Milano USA Pavilion
Jul 14, 2015
This week, CPD launches a two-month series on Expo Milan 2015, titled "Branding Nations at the Milan Expo." A follow-up to our 2010 Shanghai Expo project, the new series will examine how countries present their cultural assets through the analytical lens of "nation branding."
The goal of nation branding is to achieve differentiation and resonance in the field of national representation. National pavilions, a centerpiece of the World Expo, are branded spaces in which countries may craft positive, distinctive identities for themselves. In this way, they are a platform for nations to engage in public diplomacy.
At a moment when citizens of the world are increasingly connected through technology and social media, is a mega-event like the World Expo still a relevant means of facilitating global dialogue? We start the series by asking representatives from 10 countries at the current Milan Expo to share their thoughts and reflections about the significance of the World Expo in the video below.
For related coverage, see:
- Sights from Expo Milan 2015 (CPD Photo Essay)
- Expo Milan 2015: Dialogue Through Food (CPD Blog)
- U.S. Student Ambassadors on Expo Milan 2015 (CPD Video)