BIE Bulletin 2019 looks at country branding through the lens of Expos

The Bureau International des Expositions (BIE) has published the 2019 edition of its annual Bulletin, this year entitled “Image of a Nation: Country branding at World Expos”.

The BIE Bulletin is an annual publication focusing on a specific theme or issue arising from Expos, featuring articles written by internationally renowned experts. The 2019 edition gathers contributions from academics specialised in public diplomacy, country branding and history as well as practitioners with experience in preparing and executing successful nation branding strategies at Expos.

The Secretary General of the BIE, Vicente G. Loscertales indicated: “By creating a public venue where a theme of international relevance is at the centre of discussions, Expos provide nations with a valuable platform on which they create, develop and project their image on a global scale. The 2019 edition of the BIE Bulletin demonstrates how countries use this opportunity to present themselves, promote themselves, and perhaps most importantly to distinguish themselves from their peers in a peaceful and non-confrontational setting”.

Beginning with an academic approach, the first chapters address the theory and concept of nation branding at Expos, including insights from the past as well as recent challenges and future opportunities. The second part of the Bulletin looks, on a country-by-country basis, at the concrete ways in which nations from around the world define and implement their own national image strategies at Expos, shedding light on the complex processes involved in preparing and executing a successful Expo participation.

Contributors to the Bulletin include:

  • Nicholas J. Cull, Professor of Public Diplomacy, USC Annenberg School for Communication and Journalism
  • Marcin Gębarowski, Associate Professor, Faculty of Commodity Science and Product Management/Department of Process Management, Cracow University of Economics
  • Jian Wang, Director, USC Center on Public Diplomacy and Associate Professor, USC Annenberg School for Communication and Journalism
  • Silvio Carta, ARB RIBA Architect, Head of Art and Design, University of Hertfordshire
  • Anastasia Remes, PhD Researcher, Department of History and Civilization, European University Institute
  • Mayuko Sano, Professor, Kyoto University, Japan
  • Mohamed Bensalem, Commissioner General of Algeria’s participation in World Expo 2020 Dubai
  • Anar Alakbarov, Assistant to the First Vice President of the Republic of Azerbaijan
  • Jinzhen Wang, Chief Delegate of China to the BIE and former Vice Chairman of the China Council for the Promotion of International Trade (CCPIT)
  • Mohd Azhar bin Hj. Yahaya, Secretary General, Ministry of Energy, Science, Technology, Environment & Climate Change, Commissioner General of Malaysia’s participation in World Expo 2020 Dubai
  • Nicola Garvey, Head of Communications and Stakeholder Engagement, New Zealand's participation in World Expo 2020 Dubai
  • Moin-Ud-Din Ahmad Wani, Delegate of Pakistan to the BIE and Chairman (i) of the Information and Communication Committee
  • Presence Switzerland, Official Swiss organisation whose aim is to promote the image of Switzerland abroad
  • Kreingkrai Kanjanapokin, Creative Director for the concept and the management of the Thailand brand at Expos in the past decade

Click here to access the digital version of the 2019 edition of the BIE Bulletin.