ABSTRACT
This chapter explores the World Expo through the lens of nation branding and as an important element of a nation’s public diplomacy efforts. As national pavilions are essentially a spatial form of storytelling to advance a positive narrative about a nation’s image, it discusses the opportunities and challenges in the practices of nation branding. It concludes with observations about future Expos as visitor participation and experience continue to broaden and diversify in a world increasingly defined by connectivity between the digital and the physical.
