December 2009 / January 2010 - Association of Dutch Businessmen

Business
World Expo 2010 Shanghai China
By Sara Caris
Next year the World Expo will be organized in
Shanghai, China.
The World Expo is a large-scale, global and
non-commercial exposition. It aims to promote
the exchange of ideas and the development
of the world’s economy, culture, science and
technology; and to allow nations to publicise
and showcase their achievements, as well as to
improve international relationships.
The World Expo has seen three eras since the
first World expo in 1851 at the Chrystal Palace,
London:
1. Industrialisation from 1851–1938: World
expositions were focused on trade and the
display of technological inventions.
2. Cultural Exchange from 1939–1991 : World
expositions became more strongly based on
a specific theme of cultural significance, and
began to address issues of humankind.
3. Nation Branding from 1992–present: Countries
started to use World expositions more strongly
as a platform to improve their national images
through their pavilions
Expo 2010 Shanghai China will be an event to
explore the full potential of urban life in the 21 st
century and a significant period in urban evolution.
The prospect of future urban life, a subject of
global interest, concerns all nations, developed or
less developed, and their people. Being the first
World Exposition on the theme of city, Exposition
2010 will attract governments and people from
across the world, focusing on the theme “Better
City, Better Life.” For 6 months, participants
will display urban civilisation to the full extent,
exchange their experiences of urban development,
disseminate advanced notions on cities and explore
new approaches to human habitat, lifestyle and
working conditions in the new century. They will
learn how to create an eco-friendly society and
maintain the sustainable development of human
beings. Expo 2010 Shanghai China will centre
on innovation and interaction. Innovation is the
soul, while cultural interaction is an important
mission of the World Expositions.
Theme: Better City, Better life:
In 1800, only 2 percent of the global population
lived in cities, but by 1950, the figure had risen
to 29 percent. In 2010 around 55 percent of the
total human population will live in the city. Despite
all its glories, there is no denying that the city
today, because of high-density living patterns,
faces a series of challenges, such as spatial
conflicts, cultural collisions, resource shortages
and environment degeneration. Without effective
controls, the unchecked expansion of cities will
aggravate these problems and consequently
erode the quality of urban life.
All the problems facing the city are believed
to have originated from the discords between man
and nature, between man and man, and between
spiritual and material aspects of life. It is also
maintained that such discord, if left unattended,
will inevitably lead to the decline of the quality
of life in cities and even the degeneration of
human civilisation.
It is in the face of such discord that Expo 2010
Shanghai China proposes the concept of a “City
of Harmony” responding to the appeal for “Better
City, Better Life.”
So far, more than 180 countries and 34
international organisations have confirmed their
participation in World Expo 2010, with 70 million
visitors expected over 6 months. The Netherlands
and Singapore have their own pavilion.
The Dutch pavilion (4.000 m 2 ), designed by
architect/artist John Körmeling, is called ‘Happy
Street’. It’s an entire street in the shape of the
number eight, an auspicious number in Chinese
culture. Visitors to the pavilion stroll along 20
houses in different styles that represent Dutch
architectural tradition, including designs by
Gerrit Rietveld and Jan Wils.
Vol.19 • No. 10 • December 2009 / January 2010