Preface
Vicente G. Loscertales
Secretary General of the Bureau International des Expositions (BIE)

Public diplomacy through Expos: The nine commandments for Expo pavilions
Nicholas J. Cull
Professor of Public Diplomacy, USC Annenberg School for Communication and Journalism

Experience marketing in building the image of Expo participants
Marcin Gębarowski
Associate Professor, Faculty of Commodity Science and Product Management/Department of Process Management, Cracow University of Economics

Nation branding and World Expos
Jian Wang
Director, USC Center on Public Diplomacy and Associate Professor, USC Annenberg School for Communication and Journalism

The whole is greater than the sum of its parts: Conveying an (inter)national image of World Expos
Silvio Carta
ARB RIBA Architect, Head of Art and Design, University of Hertfordshire

‘A multifaceted diamond’ out of steel: Exhibiting the European Communities at Expo 1967
Anastasia Remes
PhD Researcher, Department of History and Civilization, European University Institute

Nothing but nation building: Promoting Japan’s national image at early Expos
Mayuko Sano
Professor, Kyoto University, Japan

Algeria and the world of Expos: a happy encounter
Mohamed Bensalem
Commissioner General of Algeria’s participation in World Expo 2020 Dubai

National image and the Expo Movement: The experience of Azerbaijan
Anar Alakbarov
Assistant to the First Vice President of the Republic of Azerbaijan

China’s country branding at Expos
Jinzhen Wang
Chief Delegate of China to the BIE and former Vice Chairman of the China Council for the Promotion of International Trade (CCPIT)

Malaysia: The confluence of heritage, diversity and progress
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

New Zealand through the lens of Expos 1970-2020
Nicola Garvey
Head of Communications and Stakeholder Engagement, New Zealand’s participation in World Expo 2020 Dubai

Showcasing a rich and diverse nation: Pakistan at Expos
Moin-Ud-Din Ahmad Wani
Delegate of Pakistan to the BIE and Chairman (i) of the Information and Communication Committee

Expos: A nation branding platform for Switzerland
Presence Switzerland
Official Swiss organisation whose aim is to promote the image of Switzerland abroad

The century and a half journey of Thailand's branding at Expos:
Unveiling intriguing stories across the last decade
Kreingkrai Kanjanapokin
Creative Director for the concept and the management of the Thailand brand at Expos in the past decade