World's fair uses national pavillon
A world's fair, also known as a universal exhibition or an expo, is a large international exhibition designed to showcase the achievements of nations. These exhibitions vary in character and are held in different parts of the world at a specific site for a period of time, typically between three and six months.The term "world's fair" is commonly used in the United States, while the French term, Exposition universelle ("universal exhibition") is used in most of Europe and Asia; other terms include World Expo or Specialised Expo, with the word expo used for various types of exhibitions since at least 1958.
Since the adoption of the 1928 Convention Relating to International Exhibitions, the Paris-based Bureau International des Expositions has served as an international sanctioning body for international exhibitions; four types of international exhibition are organised under its auspices: World Expos, Specialised Expos, Horticultural Expos (regulated by the International Association of Horticultural Producers), and the Milan Triennial.
Astana, Kazakhstan, held the most recent Specialised Expo in 2017 while Dubai, United Arab Emirates hosted Expo 2020 (which was postponed to 2021 due to the COVID-19 pandemic). Belgrade, Serbia, which had been selected to host the next Specialised Expo in 2027 will take place from 15 May to 15 August 2027.Nation branding (1988–present)
From World Expo 88 in Brisbane onwards, countries started to use expositions as a platform to improve their national image through their pavilions. Finland, Japan, Canada, France, and Spain are cases in point. A major study by Tjaco Walvis called "Expo 2000 Hanover in Numbers" showed that improving national image was the main goal for 73% of the countries participating in Expo 2000. Pavilions became a kind of advertising campaign, and the Expo served as a vehicle for "nation branding". According to branding expert Wally Olins, Spain used Expo '92 and the 1992 Summer Olympics in Barcelona in the same year to underscore its new position as a modern and democratic country and to show itself as a prominent member of the European Union and the global community.At Expo 2000 Hanover, countries created their own architectural pavilions, investing, on average, €12 million each. Given these costs, governments are sometimes hesitant to participate, because the benefits may not justify the costs. However, while the effects are difficult to measure, an independent study for the Dutch pavilion at Expo 2000 estimated that the pavilion (which cost around €35 million) generated around €350 million of potential revenues for the Dutch economy. It also identified several key success factors for world-exposition pavilions in general.