Shanghai Expo

SHANGHAI EXPO Sponsored by The Information Oﬃce of State Council, The People’s Republic of China Supported by The I...

Author: Huang Yaocheng

33 downloads 760 Views 6MB Size Report

This content was uploaded by our users and we assume good faith they have the permission to share this book. If you own the copyright to this book and it is wrongfully on our website, we offer a simple DMCA procedure to remove your content from our site. Start by pressing the button below!

Report copyright / DMCA form

DOWNLOAD PDF

SHANGHAI

EXPO

Sponsored by The Information Oﬃce of State Council, The People’s Republic of China

Supported by The Information Oﬃce of Shanghai Municipal Government Shanghai Series Editorial Committee General Consultant: Wang Zhongwei Editor-in-chief: Song Chao Deputy Editors-in-chief: Wang Jianjun and Hu Dawei

SHANGHAI

EXPO HUANG YAOCHENG

The Bureau of Shanghai World Expo Coordination

(Shanghai Century Publishing Co., Ltd.)

Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States

SHANGHAI EXPO by Huang Yaocheng Copyright © 2007 by (a division of ). ™ is a trademark used herein under license. Original Chinese Edition © Shanghai Century Publishing Co., Ltd. For more information, please contact: (a division of ) 5 Shenton Way #01-01 UIC Building Singapore 068808 Or visit our Internet site at http://www.com ALL RIGHTS RESERVED No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, web distribution or information storage and retrieval systems—without the written permission of the publisher. For permission to use material from this product, contact us by Tel: (65) 6410 1200 Fax: (65) 6410 1208 Email: ofﬁces in Asia: Bangkok, Beijing, Hong Kong, Kuala Lumpur, Manila, Mumbai, Seoul, Singapore, Taipei, Tokyo. Printed in Singapore. 1 2 3 4 5 SLP 09 08 07 06 ISBN-13: 978-981-243-805-8 ISBN-10: 981-243-805-X

Contents

List of Figures

ix

List of Tables

x

Part One World Expo, Globalization, and the Rise of Shanghai

1

Chapter 1

3

1. 2. 3. 4. 5.

A Brief History of World Expo

Late and Middle 19th Century: Showcasing the Achievements of the Industrial Revolution Early 20th Century: Scientiﬁc and Technological Advancements and Appeals for Peace Late 20th Century: Diversity of Themes The 21st Century: The New Road of Progress World Expo and Globalization

4 5 7 8 9

Chapter 2 China and the World Expo

17

Chapter 3

23

Shanghai as an International Metropolis

Part Two The Road to World Expo: 2002–2010

33

Chapter 4

Nationwide Jubilation: The Road to a Successful Bid

35

A Long-Cherished Wish A Painstaking Journey Background Data: Procedures for the Bid for World Expo

36 38 42

1. 2. 3.

Contents

vi

Chapter 5 Recreating the Dream of All Nations 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Site Selection Planning Concept Planned Structure Layout of Blocks and Areas Public Service Facilities Park Management Facilities Operating Facilities Franchise Facilities Safety Facilities Open Space and Greenbelts Transportation Accommodation for Working Personnel Construction of the World Expo Halls

Chapter 6 1. 2. 3.

World Expo 2010: Exhibit the Whole World in Shanghai

Name and Theme Duration of the World Expo Expo Logo, Mascot, and Other Symbols

Chapter 7 Background Information Annex:

Exhibition Halls: Classiﬁcation, Floor Plans, and Cost Evaluation

45 48 49 50 51 54 54 54 55 55 56 58 62 63 65 65 75 77 81 93

Part Three World Expo: Business Opportunities and Development of the Yangtze River Delta

119

Chapter 8

Exhibition Economy and Development of the Yangtze River Delta

121

The Fast-Growing Yangtze River Delta Exhibition Economy as a Driver of Regional Economic Development The Pull Eﬀect of the World Expo on the Development of the Yangtze River Delta

122 124

1. 2. 3.

134

Contents

Chapter 9 Chapter 10 1. 2.

Commercialized Operation Plan

137

Diverse Business Opportunities

143

Business Opportunities for Related Industries Aftereﬀects

Annex Target Sponsor Industries and Previous Expos 1. 2. Index

vii

Shanghai World Expo: List of Potential Sponsor Industries Previous World Expos

145 151 153 153 154 167

List of Figures

Figure 7.1

Exhibition halls to be designed and constructed by exhibitors on a site of 2,000 square meters and a construction area of 2,000 square meters (assuming a plot ratio of 1)

93

Figure 7.2

Exhibition halls to be designed and constructed by exhibitors on a site of 6,000 square meters and a construction area of 6,000 square meters (assuming plot ratio of 1)

99

Figure 7.3

Exhibition halls constructed by the organizer and rented to exhibitors with a total construction area of 500 square meters

105

Figure 7.4

Exhibition halls constructed by the organizer and rented to exhibitors with a total construction area of 1,000 square meters

111

Figure 7.5

Exhibition space in the joint exhibition 115 halls provided by the organizer to developing countries free of charge (area: 324 square meters)

Figure 8.1

The ripple eﬀect of the exhibition industry

129

List of Tables

Table 1.1

Global events

12

Table 6.1

A list of memorial days and traditional festivals during the Shanghai World Expo

76

Table 7.1

Price levels of Shanghai (as of August 2005)

88

Table 7.2

Construction cost evaluation for an exhibition hall as shown in Figure 7.1

94

Table 7.3

Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.1

95

Table 7.4

Construction cost evaluation for an exhibition hall as shown in Figure 7.2

Table 7.5

Exhibition and operation cost evaluation for the 101 exhibition hall as shown in Figure 7.2

Table 7.6

Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.3

106

Table 7.7

Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.4

112

Table 7.8

Exhibition and operation cost evaluation

116

Table 8.1

Exhibitions held in some of China’s provinces and cities in 2004

127

100

PART ONE WORLD EXPO, GLOBALIZATION, AND THE RISE OF SHANGHAI

CHAPTER

1

A Brief History of World Expo

E

ach world expo is a treasure for some people. On May 1, 1851, when the ﬁrst World Exposition was inaugurated in London’s Crystal Palace, Queen Victoria wrote in her diary:

Through the iron door came into view the steeple of the church, countless waving hands, ﬂowers, statues, and crowded corridors. And trumpets blared inside the hall. It was so unforgettable. I felt so excited . . . The beautiful crystal fountain . . . so magical—how magniﬁcent, grand and astonishing! It was just as I said later. I was full of piety that day—few other rituals could impress me so much.

The World Expo is a gathering of nations from all over the world to showcase their products and craftsmanship, to share with pride information about their hometowns and motherlands. It is an epitome of the great achievements of human civilization, possessing unparalleled appeal. This kind of assembly can be traced back to ancient times. Persia held the ﬁrst exhibition as early as the 15th century, the function of which exceeded that of a mere bazaar. By the end of the 18th century, people began to come up with the idea of organizing an exhibition, similar to a bazaar, but in which products were only displayed and not sold. The World Expo in its modern sense originated during the budding period of the Industrial Revolution in the mid-19th century. The World Expo, held numerous times since 1851, has evolved through four major stages.

4

SHANGHAI EXPO

1. Late and Middle 19th Century: Showcasing the Achievements of the Industrial Revolution By the mid-19th century, the British Industrial Revolution had achieved world-shaking accomplishments after 100 years of development. In 1851, as part of its eﬀort to exhibit its prowess, Britain decided to hold The Great Exhibition of the Works of Industry of all Nations. In the name of her country and through diplomatic means, Queen Victoria invited over ten European and American nations to take part in the exhibition, which lasted for 140 days. Interesting activities were conducted during the exhibition, such as the appraisal of exhibits, arts and crafts works, and so on, but no trading activities took place. This became the framework of subsequent World Expos organized by various countries. That particular World Expo—The Great Exhibition of the Works of Industry of all Nations—was held in Hyde Park, located in downtown London. The exhibition hall was made of cast-iron frame components and glass, earning itself the name of the Crystal Palace. The World Expo displayed the achievements of the British Industrial Revolution, as well as the advanced industrial exhibits of the various participating nations. They included items such as a 630-ton high-power steam engine, a locomotive, a high-speed steamship, a steam pressure engine, a crane, advanced steel-making techniques, as well as large tunnel and bridge models. During the 140-day exhibition, over 6.3 million people visited the expo. The London World Expo represented a signiﬁcant transition from simple commodity exchange to the exchange of new production technologies and new life concepts, and therefore it is regarded as the ﬁrst World Expo in the modern sense. From then on, Western countries began to show great interest in the World Expo for its signiﬁcant role in displaying industrial advances and promoting the exchange of technology, trade, and culture. In 1853, the second World Expo was held in New York, U.S.A., during which the young United States of America exhibited its achievements to the world for the ﬁrst time. At the 1855 Paris World Expo, concrete, aluminum, and rubber products were exhibited for the ﬁrst time. At the 1862 London World Expo, new industrial products, including textile machines, printing presses, and trains,

A Brief History of World Expo

5

were showcased. And during the 1862 Vienna World Expo, the new power unit—the electric motor—was presented to the world for the ﬁrst time. The World Expos held during the 19th century were manifestations of an extraordinary “age of invention,” extensively presenting the latest achievements of industrial civilization during that period.

2. Early 20th Century: Scientiﬁc and Technological Advancements and Appeals for Peace Generally, the World Expos held in the ﬁrst half of the 20th century were a continuation of the basic concept of “technocentrism” of the 19th century; however, there were distinct transformations. The World Expo, born from a technical world, attempted to look further into the vast horizon ahead, look beyond technology and begin to pay more attention to human and cultural conditions. That was the main reason why the World Expo has continued to remain relevant and well received, even after going through many diﬃcult periods. Regarded as the “overview of a century,” the 1900 Paris Universal Expo exhibited the technical achievements of the West in the 19th century, such as the moving sidewalk. With the Industrial Revolution as the driving force during the 19th century, this expo reached the peak of all World Expos. The number of guests was 48.1 million, far exceeding the visitorship of previous expos. However, this also marked the turning point from which the World Expo began to see a gradual decline. In fact, in the ﬁrst half of the 20th century, there was never again a World Expo of such grandeur and splendor. The 1915 World Expo held in San Francisco, U.S.A., was a successful event. As many as 31 countries participated in the expo, with visitorship reaching 19 million. It was a signiﬁcant and momentous event for China, as many of its high-quality and exotic exhibits gained the favorable attention of overseas visitors. These exhibits were displayed in nine halls according to the themes of agriculture, industry, education, literature, arts, transportation, minerals, food, and horticulture. In appreciation of

6

SHANGHAI EXPO

China’s participation, and to show that China was a highly esteemed participant, the expo organizers specially designated September 23 as China Day. At this World Expo, the exhibits from China were granted a total of 1,211 awards, of which 57 were medallions, 74 honor awards, 258 gold medals, 337 silver medals, 258 bronze awards, and 227 encouragement awards. China was ranked ﬁrst amongst the 31 participating countries. This was the highest achievement China has ever attained throughout its participation in various World Expos. The Great Depression and the two World Wars that occurred in succession during the ﬁrst half of the 20th century had a signiﬁcant impact on the World Expo. However, it continued to develop amidst these adverse circumstances. In the 1926 Philadelphia World Expo, China and its neighbor, Japan, were the two most important participating countries besides the host country, the United States. China’s raw silk, handmade embroidery, emeralds, silks and satins from Jiangsu and Zhejiang, porcelain from Jiangxi, and lacquer from Fuzhou were exhibited at this Expo. In addition, China also showcased its printing technologies, cosmetics, leather products, electrical appliances, steel, and copper products, in the process achieving remarkable results in the various categories of awards. In 1933, the United States held the Chicago World Expo to mark the 100th anniversary of the founding of the city. The expo took place at a time when the American economy was just beginning to recover from the Great Depression of the 1930s. A total of 47 countries participated in the expo and there were 38.3 million visitors. Two new phenomena that appeared during this expo became part of the tradition for subsequent expos. Firstly, this was the ﬁrst time that the expo was given the theme of A Century of Progress. Henceforth, each expo had a theme. Secondly, some large companies, such as General Motors, Ford, and Chrysler, were allowed to set up special halls. This was greatly welcomed by entrepreneurs and visitors, and marked the beginning of these special halls in the history of the World Expo. The theme of the 1935 Brussels Expo was Strive for Peace Through Competition. At the same time that new technologies were displayed, this was an expression of the hope for peace by

A Brief History of World Expo

7

all participating nations. The 1939 San Francisco World Expo was the last expo held before World War II and had an optimistic and positive theme: The New World of Tomorrow. The exhibits showcased during that expo included new products such as nylon, audio recorders, plastic, and television sets.

3. Late 20th Century: Diversity of Themes The 1958 Brussels Expo was the ﬁrst expo held after World War II. Amidst the rubble of the war, not only did people have to rebuild their homelands, they also had to rebuild their trust in progress. The logo of this expo was a giant model of the atomic structure, symbolizing safe and peaceful use of atomic energy. The theme of this Expo was Scientiﬁc Civilization and Humanism. In subsequent expos, there was great variety and diversiﬁcation, as well as new developments. Japan was defeated during World War II. After the war, it was committed to economic development and national revival. In 1964, Japan hosted the Tokyo Olympic Games, a great boost and encouragement to its people. In July 1964, the Japanese government decided to bid for the 1970 Osaka Expo, and in September 1965, it was announced that it had been successful in its bid. The Osaka Expo attracted the participation of 76 countries and four international organizations, with visitorship exceeding 64 million, the largest ever in the history of the World Expo. This expo dramatically promoted the building eﬀort put into transportation facilities, high-grade housing, commercial and tourist infrastructure, as well as places for cultural exchange in Osaka. It also stimulated the formation of city agglomerates in the Kansei area, which has Osaka as its center. This was of great signiﬁcance to Japan’s economic development and overall layout. In order to raise public and governmental awareness of the threat that human activities pose to the earth’s ecological system, the United Nations held an international conference in Stockholm in 1972, which for the ﬁrst time included environmental issues on its agenda. Two years later, an International Environment Expo was held in Spokane, U.S.A. This was the ﬁrst World Expo in history to focus on environmental issues.

8

SHANGHAI EXPO

In the expos of the 1980s and 1990s, the word that most frequently appeared in the themes was “horticulture.” The catchwords were “energy” and “water resources.” The expo with the most creative theme was the International Exposition on Leisure, held in Brisbane, Australia in 1998. The 1999 Kunming World Horticulture Expo held by the Chinese government took the expo to another level. During the latter half of the 20th century, as people were rebuilding their homelands, restoring development, and facing new problems, the expos all reﬂected upon the word “nature,” albeit from diﬀerent perspectives. The 1992 Seville Expo retraced the Age of Great Navigation 500 years ago in commemoration of Columbus’s discovery of the New Continent of America. The 25th Olympic Games were held in Barcelona at the same time that the Expo was held. As these two grand events were being held simultaneously in Spain, it became the focus of world attention. The expo attracted the participation of 108 countries and 23 international organizations. The exhibition space of the China hall was 2,800 square meters, with the theme of Chinese Civilization. During the 176-day exhibition period, the China Hall received an audience of 5.5 million, making it one of the halls with the highest visitorship. It was also granted the honor of a Five-Star Exhibition Hall. The United Nations endorsed 1988 as the International Year of the Ocean. In the same year, the Lisbon World Expo was held in Portugal, with the theme Oceans—A Heritage for the Future. The event lasted 132 days and attracted ten million visitors. Occupying 1,620 square meters and having the Silk Road on the sea as its main theme, the China Hall presented the spectacular achievements of Admiral Zheng He, one of the greatest navigators in Chinese history, best known for his seven voyages to various parts of the world.

4. The 21st Century: The New Road of Progress During the early days, the various World Expos highlighted economic progress. However, in recent years the concept of solely pursuing economic and technological progress has gradually given way to “sustainable development” and other similar concepts. The 2000 Hanover World Expo has often been compared with the 1900

A Brief History of World Expo

9

Paris World Expo. This expo oﬀered the best way to sum up the achievements of humankind in the 20th century, and usher in a new century and a new millennium. After serious and meticulous consideration, the expo organizers decided to include “necessity for resource protection” as one of its topics. This was indeed in line with contemporary trends. The 2005 Aichi World Expo held in Japan chose Nature’s Wisdom as its theme, placing emphasis on “Reconnecting mankind with nature, mankind and nature to go hand in hand, and boundless dreams for the future.” By means of the many and varied exhibits, the organizers retraced how mankind has restored its gradually estranged ties with nature with wisdom and through technology. Five years after the Aichi World Expo will come the 2010 Shanghai World Expo, with the theme of Better City, Better Life. It will continue to add to the history of the World Expo. In the days to come, the great World Expo will demonstrate that the way of humanity has new possibilities, that life is beautiful, and that it can become even better.

5. World Expo and Globalization In 1851, the ﬁrst World Expo in its truest sense was held in London. The British government, through diplomatic means, invited various countries to participate. More than ten countries accepted the invitation to participate in the event. Over 18,000 merchants exhibited about 100,000 products, including machinery, new materials, and so on. Civil and military products were also showcased. In other words, the advanced technological achievements of the participating nations were extensively exhibited at the expo as industrial products. (In a certain sense, it was one way of showing oﬀ.) The 1851 expo was of epoch-making signiﬁcance. Firstly, it clearly showed that the World Expo in the modern sense had now been born; and it created an unprecedented forum for global exchange. Secondly, it opened the way for showcasing leading industrial and technological achievements from all over the world (of course subsequent expos included excellent art and literary achievements as well).

10

SHANGHAI EXPO

The great charm of the World Expo transformed it into a global stage on which countries from all over the world scrambled to display their latest technological achievements. This was the reason why inventions like trains, aircrafts, air conditioners, television, nylon, the gramophone, and the elevator were ﬁrst exhibited and presented to the world at the World Expo. It is not an exaggeration to say that the World Expo is the incubator and inspiration of global invention. It was exactly because of this unparalleled appeal and inﬂuence the World Expos possessed that various countries and international organizations ﬂocked from near and far to participate in them. Just over ten nations participated in the ﬁrst expo. The second expo was attended by 23 nations, and the Philadelphia Expo in 1876 attracted 37 countries. More than 180 countries and international organizations showed up by the time the Hanover Expo was held in 2000. True to its name, the World Expo has indeed become a global gathering of nations, as well as a terriﬁc, non-political global forum. It has stimulated technical innovation and promoted cultural, economic, and technological exchanges amongst various countries. Countries all over the world were passionate about holding the World Expo due to its huge appeal. In 1928, in an eﬀort to standardize and regulate the bidding for the World Expo, as well as the exhibition procedures, France initiated the formation of the Bureau of International Exhibitions (BIE) in accordance with a diplomatic treaty. On November 22 of the same year, representatives from 31 countries took part in a meeting convened by the BIE, and formulated the Convention on International Exhibitions. The convention conveyed a clear message: the World Expo had become an international gathering in its truest sense, whose status was now legally recognized. Currently the BIE has 98 member countries from various continents. In fact, the BIE itself is a product of globalization. Its founding was not only a necessary outcome of the globalization of the exhibition economy, but also a centralized manifestation of the exhibition industry when global economic development reached a certain level. The World Expo played a role in promoting globalization of the exhibition economy as well as cultural globalization. For example,

A Brief History of World Expo

11

during the 1855 Paris World Expo, a special Arts Hall was set up for the ﬁrst time, exhibiting about 5,000 paintings and sculptures, providing a wonderful venue for artists from all over the world to exchange ideas and learn from one another. This was indeed a rare opportunity. During the 1876 Philadelphia World Expo, a special hall was set up for women to display their creations, inventions, arts, and craftworks. The handicrafts of Queen Victoria were also exhibited. In the early days, this became the symbol of gender equality and women’s liberation. The ﬁght for equality between men and women probably began with this initiative. During the 1893 Chicago World Expo, the First World Conference on Women was held and attended by a total of 3,000 women. This heralded all subsequent women-related campaigns. As a show of respect for women, a hall for women was specially set up at the expo. It was during this World Expo that March 8 of each year was designated International Women’s Day. Events like this are numerous. At the 1889 Paris World Expo, a resolution was passed that May 1 would be designated as International Labor Day, thus laying the foundation for the internationalization of festivals. What is of great interest is that the Olympic Games had been a part of the World Expo. For instance, the second Olympic Games were held during the 1900 Paris World Expo (May 20–October 28). During that time, because people were more interested in the World Expo than in the Olympics, the games were only athletic performances to attract visitors to the Expo. The early Olympic Games relied to a large extent on local governments and the World Expo for ﬁnancial support. Hence, the World Expo played a signiﬁcant function in propelling the modern Olympic Games in the early days. From 1912 onwards (the ﬁfth World Expo), however, the Olympic Games broke away from the expo. With its great appeal, it showed vitality and good prospects for success. Today, countries all over the world compete to hold the Olympic Games, just as they compete to host the World Expo. If the Olympic Games are a competition arena for international athletes, the World Expo can then be compared to an amphitheatre for the global exhibition industry.

12

SHANGHAI EXPO

The World Expo is more than a major exhibition event. It is also a global salon where countries from all over the world (including international organizations) come together to discuss world issues and future developmental trends. All expo activities are international in nature from the very beginning. In short, the World Expo has played an indisputably crucial role in globalizing culture, sports, and especially the exhibition industry. Table 1.1

Global events

Prior to the Economy, Society, and 18th Century Politics

Prior to the Science and Technology 18th Century

14–16th Centuries

The Renaissance

1543

14–17th Centuries

European Commercial Revolution

16th Century Italy became the Global Science Center

1492

Discovery of the American continent

16–17th Centuries

Rise of Galileo, an Italian, and modern science

1601

Britain’s Poor Relief Act

16–17th Centuries

Revolution of Modern Science

1640–1689

English Revolution and Cromwell

1694

The Bank of England Established

1660–1662

Formation of the British Royal Society

16th Century Colonization and Foreign Trade

Copernicus, a Pole, published On the Movement of Celestial Bodies

17th Century United Kingdom became the global science center

16th Century Rise of Capitalism 17–18th Centuries

Mercantilism in Europe

18th Century Economy, Society, and Politics

18th Century Science and Technology

1700–1790

1763

The Enlightenment Movement

Watt, a Scot, began to make improvements in the steam engine

A Brief History of World Expo Table 1.1

13

Global events (continued)

1710–1810

Enclosure Movement in U.K.

1760s

The First Industrial Revolution (U.K.) and mechanization

18th Century France became the global science center

19th Century Economy, Society, and Politics

19th Century Science and Technology

1808–1826

Campaigns for Independence amongst the Latin-American Countries

1785–1807

Fitch Fulton, an American, built the steamship

1815–1870

Rise of Liberalism

1802–1825

Stephenson, an Englishman, built steam locomotives

1825

The ﬁrst railway laid in U.K.

1851–1900

Germany became the global science center

1869

Digging of the Suez Canal

1876

Invention of the telephone

1870–1913

Germany became a powerful industrial nation in Europe

1870–1914

Second Industrial Revolution, electriﬁcation

1871

Uniﬁcation of Germany

1900

U.S. became the No.1 industrial nation

20th Century Economy, Society, and Politics 1908

“Production line” of Ford, an American car manufacturer

1914–1918

World War I

1929

Great Depression

1939–1945

World War II

20th Century Science and Technology

1903

The Wright brothers built the ﬁrst aircraft

14

SHANGHAI EXPO Table 1.1

Global events (continued)

1945

Third Industrial Revolution, automation

1945

U.S. made the ﬁrst atomic bomb

1945

The United Nations (UN) established

1945

U.S. made the ﬁrst electronic computer

1945

International Bank for Reconstruction and Development (IBRD) founded

1954

U.S.S.R. completed the ﬁrst Atomic Energy Power Plant

1945

International Monetary Fund (IMF) founded

1957

U.S.S.R. launched the ﬁrst man-made satellite

1947

General Agreement on Tariffs and Trade (GATT) signed

1949

North Atlantic Treaty (NATO)

1955

The Bandung Conference and the Third World

1957

European Economic Community (EEC) formed

1960s–70s

New Industrial Economies 1961 emerged in East Asia

Yuri Gagarin, an astronaut of the former Soviet Union, ﬂew into space on “Vostok I”

1961

Organization for 1969 Economic Co-operation and Development (OECD) formed

Successful landing on the moon by the U.S. Apollo Program

1966

United Nations Development Programme (UNDP) founded

20th Century U.S. became the global science center

Since 1970

Economy, Society, and Politics

Since 1970

Science and Technology

1970s–80s

Worldwide inﬂation and unemployment

1970s

First Information Revolution, popularization of microcomputers

1970

The computer network was born in the U.S.

A Brief History of World Expo Table 1.1

15

Global events (continued)

1971

EEC implemented a system of preferential treatment for developing countries

1971

Intel, an American company launched microprocessor

1972

Declaration of the UN Conference on the Human Environment

1975

Apple Computer Inc., an American company, invented microcomputer

1974

Action Plan for World Population by the UN

1982–1989

Internet and World Wide Web emerged

1993

Second Information Revolution, popularization of Internet

1994–2002

Financial Crisis in South America and Asia

2001

World Trade Organization (WTO) membership reached 144

2002

Euro ofﬁcially adopted as a currency

CHAPTER

2

China and the World Expo

F

or a long time, China knew little about and was even bewildered by the World Expo. Records show that the ﬁrst Chinese who experienced the Xuanqihui (World Expo) was Wang Tao, a famous scholar of the late Qing dynasty. The ﬁrst expo that China participated in was the Vienna Expo in 1873. Robert Hart, who worked as Inspector General of Chinese Customs during the Qing dynasty, assigned an Englishman, Bowra, to participate in the expo on behalf of China. In 1876, a representative from the Chinese Customs, Li Gui, participated in the Philadelphia Expo and subsequently published the book New Records Around the World. This was often referred to as the beginning of China’s participation in the World Expo. However, the true history of China in the World Expo has recently come to light. In 2001, the Shanghai Library began to research and compile a history of China’s participation in the World Expo in support of China’s bid for World Expo in 2010. Historical records collected during the research process revealed that China had actually participated in the ﬁrst World Expo of 1851 and received gold and silver awards during that event. In addition, almost all historical records of past World Expos hold reports of China’s participation. In the early expos China exhibited mainly traditional handicrafts and agricultural products. These exhibits reﬂected China’s economic structure, its distribution of various industries, as well as its industrial backwardness. At that time, many forward-thinking Chinese people learned about the rest of the world

18

SHANGHAI EXPO

by participating in the World Expos, and realized their historical responsibility to revitalize China. Only when we respect the history of the World Expo can we in turn take our place in this history. The six expos in which China participated are covered by The Historical Records of China and the World Expo: 1851–1940, compiled and published by the Shanghai Library. This newly uncovered history of China and the World Expo merits closer examination. In early 2002, the World Expo Research Team of the Shanghai Library discovered that Chinese merchants as well as foreign merchants doing businesses in China were present at the ﬁrst London Expo held in 1851. They brought traditional Chinese goods, such as silk, tea, and medicine to the expo. Many of these exhibits received awards. Xu Deqiong (1822–1873) was one of the ﬁrst businessmen to come to Shanghai to carve out a career after the city was opened to foreign business. Xu, also named Rui Heng and titled Rong Cun, was born in Xiangshan, Guangdong Province. Rong’s Silk was exhibited at the 1851 London Expo, creating a sensation and snatching the gold and silver prizes. The Beiling Xu’s Family Tree, published in 1884 (currently kept in the Shanghai Library), also has a record of this historical fact. In addition, there is also clear evidence in the Report of the First London World Expo Award Commission, published by the London Royal Association in 1884 (currently kept in the Shanghai Library), to substantiate this fact. This shows that China has in fact been active on the stage of the World Expo since its inception. The 1876 Philadelphia World Expo was the ﬁrst to which China sent its oﬃcial delegates. The almost 3,000 square meters of exhibition space allocated to China was decorated with ornaments rich in traditional Chinese ﬂavors, attracting crowds of visitors. A large wooden archway, built facing northward, was inscribed with three characters, Da Qing Chao (Grand Qing Dynasty). There was also a couplet, “A collection of great wonders of 18 provinces shows magniﬁcent workmanship, and a celebration of centennial exposition displays great friendship.” The couplet was accompanied by a horizontal line which read “A Place of Treasure.” The Chinese exhibits totaled 720 cartons and 6,801 pieces, with a value of

China and the World Expo

19

approximately 200,000 taels of silver. The ﬁrst prize went to China’s silk, tea, porcelain, silk products, carving wares, and cloisonné. The Panama World Expo was held in San Francisco, U.S.A, in 1915 shortly after the founding of the Republic of China. The Chinese government attached great importance to the event. On the one hand, people were dispatched to build a China Hall; on the other, eﬀort was put into the collection of exhibits. The China Hall consisted of many structures modeled on traditional Chinese government buildings. The China Hall was one of the most impressive during this expo. Chinese exhibits were displayed in the Handicraft Hall, Educational Hall, Foodstuﬀ Hall, Fine Arts Hall, Literature and Arts Hall, Transportation Hall, and Mining Hall, obtaining a total of 1,211 prizes, including 57 medallions, 74 honorary prizes, 258 gold medals, 337 silver medals, 258 bronze medals, and 227 certiﬁcates of merit. At the 1926 Philadelphia World Expo, apart from the host country, the United States, China and Japan were two major participants in terms of the numbers of exhibits displayed. The main Chinese exhibits included raw silk, tea, Zhejiang silks and satins, Jiangxi porcelain, Fujian lacquerware, handmade embroidery, and emeralds. All of them were rich in Chinese national characteristics. China also displayed its industrial and commercial products, such as printing techniques, cosmetics, leather products, electrical appliances, copper and steel products. At that time, China was mired deeply in internal strife. All it could do, therefore, was to “exhibit some old cultural relics as being representative of the country as a whole.” Through participation in the World Expo, the Chinese realized how backward their country was and how urgent it was to develop the trade and economy of the country. In 1929, China held its own expo in Hangzhou, Zhejiang—the West Lake Expo. The 1904 St. Louis World Expo witnessed the ﬁrst group of government-organized Chinese merchants. The Qing Government took the expo seriously and spent lavishly, building the Chinese Village and the Chinese exhibition hall, both rich in Chinese traditional characteristics and style. An oﬃcial government delegation headed by Bo Lun and Huang Kaijia attended the opening ceremony. Altogether, the Chinese government spent 1.7 million long

20

SHANGHAI EXPO

yuan or dragon dollars on this expo. This is considered the Chinese government’s ﬁrst oﬃcial participation in the World Expo. In 1905, during the last year of the reign of Emperor Guang Xu, the World Expo was held in Liege, Belgium. The Qing Government participated in the expo. The China Hall was completed in February 1905. It was a typical Chinese mansion comprising a Chinese pavilion, two guild houses, and 14 ordinary residences. In addition, two Chinese museums, ten ordinary residences, and a pagoda were built in the Bovary Garden. China was awarded 100 prizes, including a supreme honor award, gold, and silver prizes. In terms of the numbers of prizes received, China was comparable to countries such as the U.K., the U.S.A., Austria, and Italy. The World Expo is a grand, international exposition to showcase the societal, economic, cultural, scientiﬁc, and technological achievements of humankind. It has been more than 150 years since the ﬁrst World Expo was held in 1851. Since 1982, New China has participated in the World Expo a total of 12 times. In 1999, it also organized the World Horti-Expo in Kunming. In 1982, the World Expo with the theme Energy Turns the World was held in Knoxville, Tennessee, U.S.A. Exhibits in the China Hall included a solar water heater, a solar cooker, a solar navigation light, a solar electric fence, a methane-applying device, and various works of art with rich Chinese characteristics. In 1984, the World Expo with the theme World Rivers and Fresh Water—Source of Life was held in New Oregon, Louisiana, U.S.A. During the expo, the China Hall exhibited photographs, reproductions and models of ancient and modern water conservancy projects, as well as light industrial products, textile products, handicrafts, and cultural relics, including bell chimes and steles of the Qin dynasty. China participated in the 1985 World Expo held in Tsukuba, Japan with the theme of Dwellings and Surroundings—Home Science and Technology for Mankind. In 1986, the World Expo was held in Vancouver, Canada. On April 30, 1988, the World Expo, with the theme Leisure in the Age of Technology, opened in Brisbane, Australia. A Cinerama ﬁlm titled A Brief Introduction to China was screened in the China Hall amid great success. The China Hall was awarded the Five-Star

China and the World Expo

21

Exposition Hall and the Best Exposition Hall. This was the top honor ever awarded to China since its participation in the World Expo. In 1990, the World Horti-Expo was held in Osaka, Japan. In 1992, China attended the World Expo held in Genoa, Italy, with the theme Christopher Columbus—The Ship and the Sea. In 1992, the World Expo with the theme The Age of Discovery was held in Seville, Spain. Exhibited in the China Hall were the four great inventions of ancient China, modern high-tech achievements, garden building art, and handicrafts. With its exotic and rich content and unique design, the Chinese Hall was once again rated a FiveStar Exposition Hall. In 1993, the World Expo with the theme The Challenge of a New Road to Development was held in Taejon, Korea. On display in the China Hall were ancient and modern Chinese aerospace science and technology, the Three Gorges Water Conservancy Project, traditional cultural and national handiworks, and others. The hall was ranked amongst the top ﬁve exposition halls. In 1997, the World Horti-Expo was held in Quebec, Canada. In 1998, the World Expo with the theme Oceans—A Heritage for the Future was held in Lisbon, Portugal. The China Hall was divided into four major sections devoted respectively to the development and utilization of oceans, the Silk Road on the sea, a simulation of rocket launching satellite, and Cinerama ﬁlms. In 2000, the World Expo with the theme Humankind, Nature and Technology was held in Hanover, Germany. With its unique outer decoration and rich exhibition variety, the China Hall attracted a huge number of visitors from all over the world, with a daily visitorship of 30,000 or about a quarter of the expo’s total. From March to September 2005, the World Expo with the theme Nature’s Wisdom was held in Aichi, Japan. With a land area of 1,620 square meters, the China Hall was decorated with the Chinese favorite color red and various surnames, exuding rich national ﬂavors. Apart from abundant and unique exhibits, the hall also conducted all kinds of interesting activities, attracting more than ﬁve million visitors. On the eve of the conclusion of the expo, the Shanghai Week was launched to publicize the 2010 Shanghai World Expo.

CHAPTER

3

Shanghai as an International Metropolis

T

he geographical location of Shanghai is 31°14ʹ north and 121°19ʹ east. It is located on the west coast of the Paciﬁc Ocean, along the eastern coast of the Asian continent. At the frontal tip of the Yangtze River Delta, it adjoins the East China Sea in the east, Hangzhou Bay in the south, and connects with the two provinces of Zhejiang and Jiangsu in the west. It is located at the mid-point of the north-south coastline of China, and at the Yangtze River estuary. With such a favorable geographical location, convenient transportation, and vast land area, Shanghai makes a good harbor. Shanghai is also known as Hu or Shen. In ad 715, the region of Shanghai came under the administration of the Huating County (currently Songjiang District). In ad 991, the upper reaches of the Songjiang River silted constantly, and the coastline moved eastward, making transit diﬃcult for large ships. Incoming ships therefore had to berth in a tributary (Shanghaipu) of the Songjiang River. In ad 1267, a town was established on the west bank of the Shanghaipu and was named Shanghai Town. In ad 1292, the central government of the Yuan dynasty separated the town from Huating County and established the Shanghai County. This marked the beginning of the establishment of Shanghai as a city. Since then, especially after the opening of its commercial port, Shanghai, the ﬁrst metropolis in the Far East, has been progressing

24

SHANGHAI EXPO

in the same way as other metropolitan centers of the world. It has developed vigorously and manifested a unique charm of an oriental city with a prosperous future. In the middle of the last century, the land area of Shanghai was only 636 square kilometers. Subsequently, ten counties in the surrounding Jiangsu province were put under the jurisdiction of Shanghai. They were Jiading, Baoshan, Shanghai, Songjiang, Jinshan, Chuansha, Nanhui, Fengxian, Qingpu, and Chongming. As a result, the administrative area of Shanghai City expanded to 5,910 square kilometers. By the end of 2005, the city boasted an area of 6,340.5 square kilometers, with a registered population of 13.6026 million and a permanent population of 17.78 million. Since its opening as a commercial port in 1843, Shanghai has warmly welcomed people from all over the country, as well as people from all over the world. By the end of the 19th century, the number of foreign residents in Shanghai had reached ten thousand. In 1942, this ﬁgure increased to more than 150,000. These foreign residents were from 58 countries and regions, turning Shanghai into an international city. Presently, 66 cities from 50 countries have forged friendly relations with Shanghai. By the end of 2005, 55 countries had established consulate organizations in Shanghai, and 89 media organizations from 18 countries had established branch oﬃces in Shanghai, employing as many as 100 foreign correspondents. By the end of 2005, there were 354 star-rated hotels in Shanghai, of which 25 were ﬁve-star ones. There were 763 travel agencies in the city, comprising 52 international travel companies, and 711 Chinese ones. The number of visitors to Shanghai continued to grow steadily. A total of 5.7135 million international visitors came to Shanghai for the whole year, an increase of 16.1% from the previous year. Of this ﬁgure, foreign visitors numbered 4.5227 million, while visitors from Hong Kong, Macau, and Taiwan totaled 1.1908 million. The foreign exchange revenue generated by international travel services reached US$3.608 billion, up 16.8% from the previous year. The total number of domestic travelers received for the entire year was 90.1194 million, of whom travelers from other provinces numbered 68.0498 million, posting a revenue of RMB 13.0841 billion. Economic development also boosted the import and export of Shanghai, leading to a vibrant foreign trade. The total trade volume

Shanghai as an International Metropolis

25

of Shanghai in 2005 was US$186.365 billion, up 16.5% over the previous year and down by 25.9 percentage points in growth rate; total imports amounted to US$95.623 billion, a growth of 10.5%, down by 24.8 percentage points in growth rate; the total exports came to US$90.742 billion, up 23.4%, down by 28.2 percentage points in growth rate. Private sectors maintained strong growth, while foreign-invested enterprises, as well as enterprises funded by investors from Hong Kong, Macau, and Taiwan, witnessed a signiﬁcant decline in growth rate. The export volume of private enterprises for the entire year was US$7.492 billion, while the export volume of foreign enterprises and Hong Kong, Macau, and Taiwan-funded enterprises amounted to US$61.593 billion. The export value of state-owned enterprises amounted to US$20.685 billion, with the export value of the collective enterprises totaling US$971 million. In an attempt to increase import and export eﬃciency, and to speed up the procedures for imports and exports, the Shanghai Customs expanded the Major Clearance Project and started the construction of an E-Port. As a result, there was an obvious strengthening in the function of the Shanghai Port. In 2005, the total value of imports and exports achieved by the Shanghai Port reached US$350.678 billion, up 24.1% from the previous year, of which imports amounted to US$138.248 billion, up 14%, and exports came to US$212.43 billion, up 31.7%. To accommodate the needs of Shanghai citizens and travelers from home and abroad, great emphasis has been placed on the construction of commercial facilities in Shanghai. Franchise supermarkets, specialty shops, warehouse-type malls, and other forms of businesses continually expanded. By the end of 2005, there were 9,264 franchise commercial outlets, of which 2,315 were supermarkets, and 3,894 were convenience stores. In 2005, the sales volume of franchise outlets amounted to RMB 107.894 billion. There was a strong growth trend and favorable prospects for this sector. Public transport plays an important part in an international metropolis like Shanghai. The city’s transport system developed quickly and became increasingly eﬃcient. In 2005 alone, 169 public transport routes were opened or modiﬁed. The length of rail transport lines increased from 121.23 kilometers to 148 kilometers

26

SHANGHAI EXPO

(including the Maglev Line). At the end of 2005, the total number of public transport routes reached 940; the number of public transport vehicles increased to 18,000, and the number of taxis numbered 48,000. For the whole year, the total number of passengers who used public transport was 4.409 billion, up 0.3% from the previous year. Of these, rail traﬃc passengers numbered 594 million, up 23.8%, bus and car passengers numbered 2.781 billion, down 2% from the previous year. In 2005, four new routes specially designated for public transport were added in the central urban area, with a total distance of 21.6 kilometers. All these are a result of giving priority to public transport in Shanghai. Transport is an issue that governments of all international metropolese must take seriously. Since its reform and opening up, the transport and logistics industry of Shanghai has developed very quickly. Integrated services comprising transportation, warehousing, and postal services have continued to expand and strengthen. In 2005, an added value of RMB 58.127 billion was realized by transportation, warehousing, and postal services, up 13.8% from the previous year. In 2005, there were 3.751 million landings and takeoﬀs from the Shanghai Pudong Airport and the Hongqiao Airport, and Shanghai has started air traﬃc with 181 cities, of which 98 are international and regional cities. The passenger and cargo transport has also expanded in every aspect. In the entire year of 2005, the total amount of goods transported by various means of transport totaled 687.3982 million tons, of which rail transport accounted for 12.783 million, highway transport 326.84 million, waterway transport 345.57 million, and civil aviation transport 2.2052 million. In 2005, 94.8681 million passengers were transported, with rail transport accounting for 43.131 million, highway transport 24.68 million, waterway transport 6.259 million, and civil aviation transport 20.7981 million. The number of vehicles used for civil purposes continued to increase. By the end of 2005, the total number of vehicles used for civil purposes in the entire city had reached 2.205 million, of which 951,600 were cars. As the saying goes, “There will always be room for improvement.” In order to increase the throughput of Shanghai Port and strengthen the waterway transport, Shanghai sped up the construction of a

Shanghai as an International Metropolis

27

deep-water port and achieved remarkable progress. The ﬁrst stage of the Yangshan Deep Water Port project has been completed and gone into operation. Signiﬁcant progress has also been achieved in the construction of the international navigation center. In 2005, the throughput of Shanghai Port reached 443 million tons, up 16.95% from the previous year, making it the biggest port in the world. The speed of transportation of containers has also increased. The throughput of container transport for the year reached 18.084 million international Twenty-foot Equivalent Units (TEUs), with a net increase of 3.53 million international TEUs from the previous year, thus maintaining its position as number three in the world. As early as the end of last century, the Shanghai Municipal Government had already proposed the goal of turning Shanghai into the Four Centers of China, i.e., International Economic Center, Financial Center, Trading Center, and Navigation Center. According to this proposal, the “marketization” process of Shanghai’s ﬁnancial sector would be accelerated. In 2005, it realized a ﬁnancial added value of RMB 68.987 billion, up 11.6% from the previous year. Its unique geographical location and cultural environment have resulted in Shanghai’s unique style of opening up to the world. This, coupled with Shanghai’s eﬀorts in recent years to create a favorable investment environment, has resulted in many overseas ﬁnancial institutions ﬂocking to Shanghai, as well as a quickened gathering of ﬁnancial institutions. In 2005, 73 new ﬁnancial institutions were established in Shanghai, of which 11 were banking institutions, 59 were insurance institutions, and three securities institutions. By the end of 2005, there were 527 ﬁnancial institutions of various kinds in the city, of which 130 were banking institutions, 227 insurance institutions, and 91 securities institutions. There were 123 foreign ﬁnancial institutions, of which 14 were newly established in that year. The assets of the 84 foreign banks and ﬁnancial companies operating in Shanghai totaled US$48.433, of which 65 companies have been granted approval to carry on Renminbi transactions, and their Renminbi assets totaled RMB 114.55 billion. Twenty-nine of Shanghai-based foreign banks have also been designated by their main branches as the reporting branches for businesses within the territory of China.

28

SHANGHAI EXPO

China’s ﬁrst telephone appeared in Shanghai as early as the 1920s. In this era of information technology (IT), Shanghai has also taken the lead and made tremendous progress in IT development. By the end of 2005, 1,621 trench kilometers of intensive information duct had been built, 361 trench kilometers more compared to the end of 2004. Within the year, 4.445 million new telephone switchboards were installed, with a total capacity of 13.565 million lines. The total number of ﬁxed-line users for the entire city was 9.967 million, of which 6.85 million were residential users. The number of mobile phone users was 14.442 million, an increase of 1.382 million compared to the end of the previous year. The total duration of long-distance calls for the entire year was 11 billion minutes, up 11.8% from the previous year, of which long-distance calls via ﬁxedlines made up 3.12 billion minutes, up 5.4%; long-distance calls via mobile phones made up 1.96 billion minutes; and Internet Protocol (IP) calls made up 5.92 billion minutes. Of the duration for longdistance calls, international calls and calls to Hong Kong, Macau, and Taiwan made up 570 million minutes. By the end of the year, Internet users totaled 8.03 million, broadband users 2.474 million, and cable TV users 4.273 million. Cable TV two-way restructuring was completed for 1.8566 million users. For any internationalized metropolis, the provision of comprehensive education is indispensable. Shanghai is no exception. By the end of 2005, there were altogether 60 ordinary institutions of higher education in the city, of which 30 were four-year colleges and universities, and 30 higher vocational and technical colleges, as well as junior colleges, with a total of 442,600 students. The enrollment of undergraduate and junior college students for the year totaled 131,800, with 103,400 graduates. A total of 27,000 postgraduates were enrolled, and 16,700 postgraduates graduated in the year. Shanghai has also put in eﬀort to enhance the quality-oriented education and promote a balanced development of basic education. By the end of 2005, there were 640 primary schools in the city, with 535,000 students; 807 ordinary middle schools with 770,200 students, of whom 308,200 were ordinary senior high school students. There were 81 secondary vocational schools with 136,700 students. The enrollment rate for the nine-year compulsory education reached 99.9%, and that for senior high schools was 99.7%. The pace of

Shanghai as an International Metropolis

29

restructuring and reconstruction of disadvantaged weaker schools in the suburbs has also been quickened. The restructuring and reconstruction of 355 suburban middle and primary schools was completed within the year. The development of private educational institutions also sped up. By the end of 2005, there were altogether 16 private ordinary colleges and universities with 63,000 students, 129 private ordinary middle schools with 92,300 students, and 19 private primary schools with 26,300 students. As an international metropolis, Shanghai places great emphasis on healthcare development. The building of a public health system and a healthy city was accelerated to ensure continual improvements in public health emergency response and other medical services. In 2005, there were 2,527 health organizations in the city, of which 487 were hospitals, 199 clinics, 22 disease prevention and control centers, and 20 health monitoring centers. By the end of 2005, there were 103,500 health workers in the city, of which 44,000 were medical practitioners and 39,400 registered nurses. Within the same year, six specialized ﬁrst-aid centers, wards for infectious disease in ﬁve hospitals, and special outpatient departments for infectious disease in 20 hospitals, all at the city level, were also completed. Priority was given to strengthening 30 key medical subjects in Grade 3 hospitals, 30 specialized departments in Grade 2 hospitals, and 40 key community health projects in the year. The level of medical and scientiﬁc research improved continually, so that in 2005 alone Shanghai won a total of 17 Chinese national medical awards. With regards to the internationalization of Shanghai, cultural development is another area worthy of mention. A series of largescale local and foreign cultural exchange activities were held in Shanghai, including the Seventh China Shanghai International Art Festival, the Eighth Shanghai International Film Festival, and the 2005 Shanghai International Fashion Cultural Festival. In terms of national and international literature and arts awards, Shanghai won a total of 58 prizes, of which the Kun Opera Ban Zhao was awarded the national stage art masterpiece project prize for opera. By the end of 2005, the city had 32 municipal and district (county) Cultural Centers and Public Arts Centers, 85 performance troupes, 28 public libraries, 45 archives, and 100 museums. Thirteen feature

30

SHANGHAI EXPO

ﬁlms were also produced within the year. There were vibrant and interesting TV and radio programs. To be speciﬁc, there were 21 public radio programs and a total of 25 public TV programs, with an overall TV and radio coverage of 100%. Continued progress was made toward realizing the goal of “extending cable TV coverage to every village.” In all, 1,696 villages gained access to cable TV, with a coverage of 87%. The press and publishing industry developed continually, with 1.906 billion copies of newspapers, 191 million volumes of periodicals, and 259 million books published in a year. Colorful and vibrant cultural activities were extensively launched. In 2005, 62,300 kinds of cultural events and activities were held in the city, with a participation of more than 16 million people. In addition, 8,303 literary and art works were also created. The year 2005 also marked the completion of 30 community activity centers. In addition, Shanghai has also achieved remarkable results in sports. In 2005, Shanghai successfully organized such international sports events as the Formula One Shanghai Championship, the 48th World Table Tennis Championship, the Tennis Masters Cup, and 42 other major sporting events at the national level. At the 10th National Games, athletes from Shanghai bagged 26 gold medals, 48 silver medals, and 44.5 bronze medals, and obtained a total score of 2,105.7, ranking third among all participating provinces, municipalities, and autonomous regions. At the same time, the sports team representing Shanghai also won the sportsmanship prize and four other prizes. Athletes from Shanghai won a total of seven world championships in major international competitions. By the end of 2005, Shanghai’s daily Gross Domestic Product (GDP) was RMB 2.505 billion. Its daily retail volume reached RMB 851 million, daily import and export volume RMB 961 million, and daily port throughput 1.2142 million tons. The city received 15,633 international visitors every day. There were 1,028 landings and takeoﬀs of passenger planes every day, and the daily passenger carrying capacity of urban public transportation reached 12.08 million persons. The daily sales volume of liqueﬁed and natural gas, and tap water reached 10.27 million and 6.25 million cubic meters respectively. The daily power consumption was 253 million kilowatts. A total of 5.22 million copies of newspapers were

Shanghai as an International Metropolis

31

published every day. Every day there was an increase of 3,526 new ﬁxed line users, and 3,786 new mobile phone users. It is no wonder that the author of All about Shanghai, an English book published in 1935, exclaimed, “Shanghai, the most cosmopolitan city in the world!” Shanghai, this young yet old city, is basking in the sunshine of the new century. With vigorous and vibrant steps, it is moving forward on the wings of reform and development. With an open stance, it is integrating itself into the tide of economic globalization and conﬁdently striding toward the future.

PART TWO THE ROAD

TO

WORLD EXPO: 2002–2010

CHAPTER

4

Nationwide Jubilation: The Road to a Successful Bid

T

he World Expo is a non-trade gathering of advanced concepts, economic, technological, and cultural achievements. The purpose is to promote economic, cultural, and technological exchange among participating countries, to enable them to elevate their international standing and reputation through presenting their own images and achievements, and to advance social prosperity and progress. Many scientiﬁc inventions and new technologies have been widely applied following their exhibition at expos. This testiﬁes to a famous saying: “Everything starts from the World Expo!” Therefore, we can say that the 2010 Shanghai World Expo will be an excellent stage for China to showcase to the rest of the world its achievements in social and economic development. The expo will last for six months (184 days from May 1 to October 31, 2010). To a large extent, the expo will promote development in the host country and the surrounding region, as it will be an opportunity for them to display their strengths in various aspects and further expand their opening-up to the outside world. The Shanghai World Expo will not only bring about a ripple eﬀect on the economy, tourism, culture, and other related sectors in the Yangtze River Delta, it will also make a positive contribution to the development of China’s economy. Shanghai will make good use of this expo to promote cooperation with other provinces, cities, and regions in China, so as to achieve

36

SHANGHAI EXPO

the multi-win eﬀect through resource sharing and coordinated development. It is exactly because of the considerable inﬂuence and wonderful opportunity that the World Expo will bring about, that China put in such a great eﬀort in the contest to host the World Expo 2010 in Shanghai.

1. A Long-Cherished Wish Looking back, we can see that the people of Shanghai have nurtured a dream of hosting the World Expo for many years. More than 20 years ago, in September 1984, when Wang Zhen, a top Chinese leader, met the investigation group of Long-Term Credit Bank of Japan, the Japanese guests expressed their willingness to help China hold the World Expo in Shanghai. Later, the investigation group visited Shanghai and exchanged views with Ye Gongqi, the Deputy Mayor of Shanghai, on hosting the World Expo in the city. Mayor Wang Daohan also supported this proposal. On April 12, 1985, the Shanghai Municipal Government convened a working conference. It was decided that the Shanghai Municipal Science Commission should organize a feasibility study on Shanghai’s hosting of the 1989 World Expo. In September 1985, the study was completed. In the study report, ﬁve sites—East Minhang, West Minhang, Pudong Huamu, Caohejing, and Jiading—were proposed for holding the World Expo. Pudong was considered the best venue after further discussion. However, due to various reasons, there was no further development following this. In July 1988, Pudong formed the Joint Consultative Group to study the feasibility of hosting the World Expo in Shanghai in 1994. This time, the following three aspects were covered in the study: With regards to the theme, proposals included Cultural and Technological Exchange Between the East and West, For a Better Future of Mankind, and Cooperation, Innovation, and Moving toward the 21st century. With regards to the scale, the total land area would have been 1.3 square kilometers and the duration of the exhibition would have

Nationwide Jubilation: The Road to a Successful Bid

37

been nine months (March to November 1994). The total number of attendees would have been limited to 40 million, with a daily average of 15,000 and 300,000 at its peak. With regards to the potential economic beneﬁts, an estimated revenue of RMB 1.05 billion would have been generated, and the expenditure incurred RMB 1.03 billion. There would have been a balance in revenue and expenditure. In February 1993, the Shanghai Municipal Planning Commission started another project to study the feasibility of hosting the World Expo in 1999. The scope covered in the research is as follows: Chosen Site: Pudong Huamu area. Scale: Besides the exhibition halls, the land area would also include car parks, roads, greenbelts, water surfaces, squares, and recreational places, totaling approximately 1.5 square kilometers. In addition, another 1.5 square kilometers would be allocated for supporting facilities and development. The total land area was to be three square kilometers. Visitors: Approximately 54 million, with a daily average of 200,000, and about six million foreign visitors. Investment: RMB 2 billion for purchasing land in the early stages, RMB 3 billion as construction cost, RMB 3 billion for peripheral buildings construction, RMB 400 million as unexpected cost, totaling RMB 8.4 billion. Revenue: Net revenue from sales of peripheral buildings: RMB 6 billion; lease of one square kilometer of land in exhibition area: RMB 2 billion; revenue from admission tickets: RMB 1 billion; advertisements, TV relaying, and right of monopoly: RMB 500 million; sales of theme halls and similar facilities: RMB 500 million; totaling RMB 10 billion. At the end of 1998, top leaders of Shanghai Municipal Government instructed the Shanghai Municipal Foreign Economic and Trade Commission to conduct research on the bid for the World Expo 2010. At the end of 1999, the commission submitted a report titled “The Situation Concerning Various Cities’ Bid for Hosting Comprehensive World Expositions in 2010.” On February 12, Party Secretary Huang Ju and Mayor Xu Kuangdi gave the instruction to bid for the World Expo 2010. Hence started the preparation for bidding for the World Expo 2010.

38

SHANGHAI EXPO

On May 31, the Municipal Foreign Economic and Trade Commission presented a preliminary report with regards to the bid for the World Expo 2010 at the 34th Standing Congress of the Municipal Government. A Leading Group was formed to guide the Bid for Shanghai World Expo 2010, which was composed of Deputy Mayors Jiang Yiren and Zhou Yupeng, and others. On July 21, the Shanghai Municipal Government submitted an application to the State Council for approval on the bidding. The application was approved on November 18. On December 8, Liu Fugui, the Chinese Government’s chief delegate to the Bureau of International Expositions (BIE), declared at the 126th BIE Congress that the Chinese Government would support Shanghai in its bid for the World Expo 2010. The dream of Shanghai bidding for the World Expo had ﬁnally come true. Shanghai had worked diligently and persistently with regard to the bid for the World Expo 2010. This never-say-die attitude would enable it to move step by step toward success. Liu Fugui conveyed a clear message to the world: hosting the World Expo is not a privilege enjoyed by developed countries alone, and developing countries can also have an opportunity. Shanghai is on the road toward hosting the World Expo, and China is making progress. Other developing countries will be encouraged and begin exploring new possibilities. From then on, Shanghai began its three-year bid for the expo under the guidance of the Central Government.

2. A Painstaking Journey Having made the decision to bid for the World Expo, Shanghai was under no illusions about the diﬃcult tasks that lay ahead in organizing such a mammoth event. However, the rewards that would result at the end of all endeavors were more than enough to encourage the city to advance toward the World Expo 2010. A series of legal procedures had to be completed to bid for the World Expo. On May 2, 2001, the Chinese ambassador to France, Wu Jianmin, on behalf of the Chinese Government, submitted the Letter of Bid for World Expo 2010 signed by Tang Jiaxuan,

Nationwide Jubilation: The Road to a Successful Bid

39

Minister of Foreign Aﬀairs, to the BIE. China was the ﬁrst country to submit the letter. On January 30, 2002, Wu Jianmin submitted the Report for Bidding for World Expo 2010 to the BIE on behalf of the Chinese Government. China was also the ﬁrst country to do so. The three-volume report consisted of 150,000 words and more than 400 pictures. It was jointly written by over 200 oﬃcials and scholars from the relevant departments of the Central Government and the Shanghai Municipal Government over a period of eight months. The ﬁrst volume was the main text, consisting of systematic answers and comprehensive illustrations prepared in response to the 12 major categories of questions listed by the BIE. The second volume was a report on the planning and design of the exhibition halls, including a brief introduction of the area around the selected site, design concept, master plan, main halls, design of landmark buildings, and so on. The third volume was a detailed description of the commitment of related ministries, commissions, and oﬃces of the Central Government. There was also a letter of guarantee. After assessing China’s report of the bid for the World Expo, the BIE concluded that the plan was feasible, the quality was outstanding, and a great World Expo would come out of it. From March 11–16, 2002, the BIE conducted a ﬁeld study on the 2010 Shanghai World Expo. China was the ﬁrst country to be studied among the ﬁve bidding countries (China, Russia, Korea, Mexico, and Poland). The BIE was very satisﬁed with the study, believing that China had given a well-prepared and most detailed presentation, China and Shanghai had already reached a high professional standard, and everything would be possible in Shanghai. The BIE was also impressed by the Chinese government and the people’s “unparalleled, immense support” for the bid. On June 6, 2001, the bid for the World Expo began. Representatives from China, Korea, and Russia were present at the 129th BIE Delegate Conference to compete for the right to host the bid for 2010. On November 30, 2001, the BIE held the 130th Delegate Conference at which six countries—China, Russia, Korea, Poland, Mexico, and Argentina—competed with one another. The mayor of Shanghai, Xu Kuangdi, led the delegation to this meeting. William

40

SHANGHAI EXPO

Keller, honorary citizen of Shanghai, and General Manager of Roche China Ltd., who had lived in Shanghai for seven years, also delivered a speech. Thereafter, the Chinese delegation, under the leadership of Li Lanqing, Vice Premier of the State Council, and Wu Yi, State Councilor, made more presentations. After the meeting, Gilles Noghes, President of the BIE, told the Chinese delegation that their speech was excellent: “You were the last to address, but you shot right to the peak with your speech.” Of all the preparation work carried out, the most crucial one was to win the votes of BIE delegates. In the eyes of those working on this project, “Just as no vote is completely assured, no vote is impossible to obtain.” With perseverance, determination, tenacity, and a meticulous attitude, through various ways and avenues, the Chinese delegation accomplished the unimaginable task and moved toward success. At the same time, Jiang Zemin, Zhu Rongji, and other national leaders also lobbied for China’s bid on many diplomatic occasions. When receiving foreign guests, the Shanghai municipal leaders also took every opportunity to introduce China’s stance on the bid and the strengths of Shanghai in hosting the expo so as to obtain the understanding and support of these guests. At the AsiaPaciﬁc Economic Cooperation (APEC) meeting held in Mexico in 2002, President Jiang Zemin won over Indonesia which originally supported another country. In September 2002, Premier Zhu Rongji met the President and Secretary-General of the BIE in France. When the BIE held its 131st congress, Xu Shaoshi, Vice Secretary-General of the State Council, suddenly fell ill in France. While still recovering back in China, he continued to work for the National Committee of Bidding for the World Expo. Considering that representatives from 66 of the 89 BIE member states reside in France, the committee promptly decided to post a representative in France starting from January 2002 to win the support of these countries. It was an unprecedented decision, which BIE Secretary-General Vincente Gonzalez Loscertales applauded. In order to ensure that Beijing succeeded in its bid to host the Olympic Games, high-level diplomatic lobbying for the World Expo bid was not carried out in full force until after the right to host the Olympics was decided on July 13, 2001.

Nationwide Jubilation: The Road to a Successful Bid

41

Shanghai also invited decision-makers or important people of various BIE member countries to visit Shanghai. Altogether, the city hosted 126 groups of visitors from 70 member countries. At the same time, ambassadors of 28 BIE member countries to China were also invited to visit Shanghai. After a visit to Shanghai, the delegation from the Republic of Mauritania praised China’s special style of work which enabled them to see the bright prospects of holding the expo in the city. The eﬀort to publicize the bid for the World Expo had also seen notable results. For more than three years, Chinese media at diﬀerent levels and overseas media had carried or broadcast more than 11,000 news stories, special topics, special columns, and documentaries on Shanghai’s bid. From 2000 onwards, the news media of Shanghai used special columns, special topics, and special editions to bring the expo to public attention. Within a period of three years, 51 kinds or more than 220,000 copies of leaﬂets, brochures, post cards, picture albums, periodicals, and CDs on World Expo were produced. From April 2002, the Oﬃce of the Bid for World Expo published special reports about China’s bid for World Expo in such inﬂuential Western media as The International Herald Tribune, The Financial Times, The Wall Street Journal, and CNN. In addition, it gathered more than 30 overseas media organizations, including SKY TV from Europe, The Times from the U.K., Le Monde from France, News Daily from Iran, EL Mundo from Spain, and Phoenix TV from Hong Kong, to conduct interviews in Shanghai. This had played an important part in obtaining support from overseas. Diligence and commitment were eventually rewarded with success. Shanghai’s success in winning the bid was announced at the 132nd BIE Member Country Congress held in Monaco on December 3, 2002. China was overwhelmed with joy. The people who worked so hard for more than three years for the bid hugged and congratulated each other, with tears of joy in their eyes. This once-in-a-lifetime event would be remembered forever. Now the Organizing Committee and the Executive Committee for the 2010 World Expo has been formed. Preparations for the expo have progressed steadily in good order under the guidance of the Bureau of Shanghai World Expo Coordination. It is widely

42

SHANGHAI EXPO

believed that the 2010 Shanghai World Expo will be a successful and memorable event.

3. Background Data: Procedures for the Bid for World Expo Application: According to the regulations of the BIE, any country interested in hosting the World Expo shall submit a formal application and pay 10% of the registration fee to the BIE no earlier than nine years prior to the date of hosting. The letter of application should include the dates of the opening and closing ceremonies, the theme, as well as the legal status of the organizing committee. The BIE will inform its member countries of the application, and request them to decide if they intend to participate in the bid within six months from the date of receipt of the notice. Presentation: Twice a year at the BIE Congress, the bidding country needs to give presentations about its comparative advantages and reasons for bidding so as to obtain the support of the voting countries. Investigation: Six months after submitting the preliminary application, the Chairman of the BIE Executive Committee will organize an investigation according to the regulations, so as to ensure the feasibility of the application. The investigation will be chaired by a vice chairman of the BIE. Some delegates, experts, and the Secretary-General will also participate. All expenditures will be borne by the bidding country. The items of investigation include: theme and deﬁnition, dates of opening ceremony and duration, venue and land area (total land area, the maximum and minimum area that can be allocated to various exhibitors), expected visitorship, ﬁnancial feasibility and measures of ﬁnancial guarantee, the methods of the bidding country for calculating exhibition costs, and allocating ﬁnancial and material resources (so as to lower the costs of participating countries), policy support and related measures for participating countries, and the attitudes of the government and various organizations that are interested in participating. Voting: If the preparatory work of the bidding country wins the support of the investigation team, the plenary session will start the selection process eight years prior to the date of hosting as

Nationwide Jubilation: The Road to a Successful Bid

43

per normal rules. If there is more than one bidding country, the session will vote by ballot. If a country obtains two-thirds of the votes for its application after the ﬁrst round of voting, the country will win the right to hold the World Expo. If no applicant obtains two-thirds of the votes, another round of voting will be conducted. In every round of voting, the country receiving the least votes will be eliminated. Following this, the host country will be determined according to the principle of two-thirds of the votes. In the event that there are only two countries competing, the host country will be determined according to the principle of the majority vote.

CHAPTER

5

Recreating the Dream of All Nations

T

he World Expo is an international exhibition with a long history and far-reaching inﬂuence. It is a true record of the development of human civilization, and the desires and hopes of humanity for a better life in the future. One hundred and ﬁfty years have gone by since the Works of Industry of All Nations exposition was held in London, U.K. in 1851. In 2010, the World Expo will be held in China for the ﬁrst time. The expo will be a rare historical opportunity for Shanghai, China, and all Chinese people. To facilitate the preparation for the 2010 Shanghai World Expo, the Chinese government established an organizational system consisting of the Organizing Committee, Executive Committee, and the Bureau of World Expo Coordination. As the leading department of the Shanghai World Expo, the Organizing Committee is made up of 26 member organizations from the relevant departments of the Central Government and the Shanghai Municipal Government, with the Vice Premier of the State Council as the Commissioner. The main responsibilities of the Organizing Committee will be: to coordinate the drafting and implementation of relevant laws, regulations, and policies; to coordinate and promote the participation in the exposition by various regions of China and relevant departments of the Central Government; to extend the Chinese government’s invitation to various governments and relevant international organizations;

46

SHANGHAI EXPO

to make resolutions and decisions on all major issues during the preparation and hosting of the expo; and to determine and conﬁrm the Commissioner-General of the Chinese government for the Shanghai Expo. The committee’s daily liaison and coordination will be undertaken by the China Council for the Promotion of International Trade. The Executive Committee is the executive body of the Organizing Committee, consisting of 42 member organizations from the relevant departments of the Shanghai Municipal Government. A key leader from Shanghai acts as the Director of the Executive Committee. The main responsibilities of the committee are: to carry out the relevant resolutions and decisions made by the Organizing Committee, under the leadership of the Organizing Committee; to report to the Organizing Committee regularly with regards to the relevant state of aﬀairs; to highlight and report problems that crop up during the preparatory process; to guide and assist relevant departments in Shanghai in carrying out their work; and to handle all other jobs assigned by the Organizing Committee. As per relevant BIE regulations, the Chinese government will appoint a Commissioner-General for the 2010 Shanghai World Expo, who will, on behalf of the government of the host country, handle issues relating to the World Expo, and communicate with the governments of participating countries and international organizations regarding major issues concerning the Shanghai World Expo. Established on October 30, 2003, the Bureau of Shanghai World Expo Coordination (hereinafter called Coordination Bureau) is the organizer of the World Expo. Under the leadership of the Organizing Committee and the Executive Committee, the bureau will be responsible for the expo’s actual preparation, organization, operation, and management. Its major responsibilities are: to undertake the daily work of the Executive Committee of Shanghai World Expo on decision-making and coordination; to take charge of the daily organization and management regarding the preparation for the Shanghai World Expo; to organize and coordinate external cooperation and exchange relating to the Shanghai World Expo; and to undertake the operation of the Shanghai World Expo. The bureau has set up the following departments:

Recreating the Dream of All Nations

47

Oﬃce General Planning Department Theme Elaboration Department Activity Planning Department International Exhibition Participation Department Domestic Exhibition Participation Department Market Development Department Planning and Coordination Department Media and Public Relations Department General Accounting Department Human Resources Department Legal Aﬀairs Department China Exhibition Hall Department Operations Department City Planning Department Supervision and Audit Department At the same time, the Bureau of Shanghai World Expo formed a team of Chief Planners and a team of Chief Designers. The team of Chief Planners will be responsible for planning and design in the Shanghai World Expo premises and other related areas. The team of Chief Designers will design exhibitions, activities, and forums related to the expo. To better assist in the work of the Coordination Bureau, the Shanghai Municipal Government has established two companies: namely, Shanghai World Expo Land Reserve Center and Shanghai World Expo Group. The former will be responsible for raising funds for land development, apart from government investment, relocating the residents and enterprises currently within the planned expo area, constructing infrastructure within the same area, constructing aﬃliated facilities inside and outside the World Expo Park, building lease halls and joint halls, including the reconstruction of current buildings, and ensuring the subsequent utilization of the land in the World Expo Park according to the Master Development Plan of the Shanghai Municipal Government. The Shanghai World Expo Group is mainly responsible for raising funds for hosting the World Expo, apart from government investment, building public facilities like the theme halls, the Convention

48

SHANGHAI EXPO

Center and the Performance Center, managing the construction and operation of the World Expo Village, constructing service facilities within the World Expo premises, providing organizers and exhibitors with (non-monopolized) services in human resources, hall construction and arrangement, and property management during the expo. Organizational Chart Organizing Committee of 2010 Shanghai World Expo

Commissioner-General for the Expo

Executive Committee of 2010 Shanghai World Expo

Bureau of Shanghai World Coordination

Chief Planners

Shanghai World Expo Land Reserve Center

Chief Designers

Shanghai World Expo

1. Site Selection The site of the 2010 Shanghai World Expo is situated along the banks of the Huangpu River in the city area of Shanghai between the Nanpu Bridge and the Lupu Bridge. The planned land area of the World Expo Park is 5.28 square kilometers, of which 3.93 square kilometers are located in Pudong, and 1.35 square kilometers in Puxi. The fenced-in area will be approximately 3.22 square kilometers.

Recreating the Dream of All Nations

49

The site for the 2010 Shanghai World Expo has been selected based on the following four considerations: (1) Giving a better expression to the expo theme Better City, Better Life. Huangpu River is the “mother river” of Shanghai, and is also one of the birthplaces of China’s national industry. The historical traces of the urban development of Shanghai are preserved along the river, and important urban spaces like Laochengxiang, the Bund, and Lujiazui epitomize the historical urban development of Shanghai. The expo site is rich in historical meanings and full of scenic value, and is therefore able to fully reﬂect the theme Better City, Better Life. (2) Increasing the operating eﬃciency of the World Expo. Located in the city center where transport is convenient, the expo site can make full use of existing service facilities, including hotels, commercial outlets, restaurants, cultural, and entertainment facilities. Redundant investment is thus avoided. (3) The Shanghai World Expo Park is located where the city’s old industry concentrated. According to the “Master Development Plan of Shanghai Municipality: 1999–2020,” the expo site is the key area for integrated development on both sides of the Huangpu River. As a major event in Shanghai’s urban development, the World Expo will promote the full-range revitalization of the surrounding area, including historical preservation, economic transformation, and environmental improvement. (4) Closely integrating the site selection for the Shanghai World Expo with the plan for the comprehensive development of both banks of the Huangpu River. This will ensure the postexpo use of the facilities. Only with planned integration can the city enjoy long-term beneﬁts, and provide resources for its sustainable development.

2. Planning Concept The 2010 Shanghai World Expo proposes “harmony” as the concept for urban development, including harmony between man and man, between man and nature, between history and the future. The purpose is to create favorable conditions for the sustainable development of

50

SHANGHAI EXPO

society and the economy. Eﬀort will be put into the planning and layout of the World Expo site to create a harmonious city. •

• •

Showing harmony between man and nature: the planned expo site takes the waterfront of the Huangpu River as the core space, and also incorporates the square and functional axis into the green network through great belts and wedges. Showing harmony between past and future: the historical and industrial buildings on the site will be eﬀectively preserved and put into use during and after the expo. Showing harmony between man and man: the Shanghai World Expo will oﬀer a venue of dialogue for cities from all over the world. It will also be a stage to celebrate the century of cities. The dialogue and celebration will not be limited to the exhibition space, but will penetrate every corner of the expo site and the hosting city. Through advanced information media technology, it will expand to an even larger area, so that the sound of human harmony can be heard across the world.

At the same time, the six-month expo will exert profound inﬂuence on the long-term development of Shanghai by improving its urban functions, integrating its urban spaces, and building its image. The expo will provide an ideal platform for Shanghai to become an international trade center and a hub for international cultural exchange. It will also become a strategic node to integrate the urban space on both sides of the Huangpu River, and contribute to the formation of a core part within the network of urban images.

3. Planned Structure The Shanghai World Expo planning takes into consideration the following factors: the suitable walking distance, the dimensions of the human body, and the visitors’ knowledge level. With this in mind, a ﬁve-level structural arrangement is proposed, namely: park, area, block, group, and cluster: Park: The planned area for constructing the World Expo Park, including the land for the fenced-in area and the aﬃliated facilities outside the fenced-in area, totals 5.28 square kilometers, of which 3.93 square kilometers are in Pudong and 1.35 square kilometers in Puxi;

Recreating the Dream of All Nations

51

Area: The fenced-in area of the World Expo is 3.22 square kilometers, of which 2.47 square kilometers is in Pudong and 0.75 square kilometers in Puxi; Block: There will be ﬁve functional blocks: A, B, C, D, and E, with an average land area of 60 hectares; Group: There will be 12 groups of exhibition halls with an average land area of 10–15 hectares, including eight groups in Pudong and four in Puxi; Cluster: There will be 26 clusters of exhibition halls with an average land area of two to three hectares. Each cluster can have 40–45 exhibition units, and the total ﬂoor area of each cluster is 2–2.5 square meters. In accordance with the principle of convenience and easy access, each cluster will be equipped with such service facilities as restaurants, shops, telecommunications devices, toilets, as well as special facilities for mothers and babies. The National Halls will be allocated and decorated by the geographical locations of their continents of origin, with a cluster of exhibition halls as the basic unit. They will be divided into three categories: (1) self-constructed halls, (2) leased halls, and (3) joint halls provided to developing countries free of charge. A basic exhibition unit for the ﬁrst category will be delimited by a land area of 500 square meters. An exhibitor can apply for two to 12 units, to design and construct its hall independently. The maximum area for an exhibition hall shall not exceed 6,000 square meters. A basic exhibition unit of the second category is to be delimited by a land area of 500 square meters. The organizer will provide leased halls for exhibitors to choose from. Each exhibitor is allowed to apply for a maximum of four units for exhibition purposes. The third category refers to joint exhibition halls provided to developing countries free of charge. According to the BIE regulations and the practice of past World Expos, all the national halls for foreign countries shall be temporary buildings.

4. Layout of Blocks and Areas In line with the needs for hosting the expo and organizing the exhibition, the layout and the scale of the main exhibition halls in

52

SHANGHAI EXPO

the World Expo Park have been optimized within the framework of urban design. The construction area of all exhibition halls in the park totals 850,000 square meters (including the Center for Public Activities and the Performance Center). Of this, the areas for the ﬁve major halls are: 100,000 square meters for the Center for Public Activities (Convention Center), 45,000 square meters for the Performance Center, 50,000 square meters for the China Hall, 45,000 square meters for the Theme Hall, and about 12,000 square meters for the World Expo Hall. The total construction area of the National Halls for foreign countries in Pudong is 326,000 square meters, the International Organization Halls 24,000 square meters, and the total construction area of the Corporate Halls in Puxi is 140,000 square meters. The total construction area of exhibition halls is about 850,000 square meters. The exhibition halls in Pudong have been designed to accommodate more than 160 exhibition booths for participating countries. About 20 booths for international organizations, and about 30 Corporate Halls have been allocated to Puxi. The land area for Block A is 54.9 hectares, taken up mostly by the China Hall and National Halls for foreign countries (including independent self-built halls, independent leased halls, and joint halls). The China Hall will be built around the Riverside Oasis and Theme Square and arranged by such themes as Millennium Capital, Silk Road, Beginning of the Century, and Future China. All provinces, municipalities, autonomous regions, as well as Hong Kong, Macau, and Taiwan will get together in the hall with a total construction area of approximately 45,000 square meters. As for the National Halls for other countries, Asian and Oceania National Halls will be set up. The land area for Block B is 87.8 hectares, including the Theme Hall, the Center for Public Activities, the Performance Center, and other buildings. The Theme Hall and the Center for Public Activities are to be built west of the World Expo axis. The Theme Hall is the main exhibition hall where the expo theme will be presented. During the expo, the hall will be integrated with the square located at the northern tip of the World Expo axis, with a total construction area of approximately 80,000 square meters. This will be where the

Recreating the Dream of All Nations

53

opening ceremony, closing ceremony, and other large-scale activities will be held. The hall will be a temporary building. The Center for Public Activities will be located near the rail transport hub, with a construction area of approximately 80,000 square meters. During the expo, it will be used for holding large-scale activities, conferences, and VIP receptions. A news center will also be set up here to hold press conferences and news release conferences. The Performance Center, with a ﬂoor area of about 45,000 square meters, will have several theaters that can accommodate 500 to 3,000 visitors. It will be the venue for cultural exchange between participating countries. Large public greenbelts and gardens will be built along the waterfront to form a riverside open space. The land area of Block C is 104.3 hectares. According to the plan, this block will be designated for building National Halls for foreign countries (including exhibition halls of the above three categories) and International Organization Halls. Here European, American, and African National Halls will be set up. To complement the plan of building squares for public activities between groups and clusters, a large amusement park of about ten hectares will be built at the entrance. The land area for Block D in Puxi is 49.7 hectares. It is where China’s modern national industry was born. The Jiangnan Shipyard was established here in 1865. Many old industrial buildings and facilities have been preserved. In order to carry on with urban industrial development, and maintain the historical characteristics of this group of buildings, it will be rebuilt and redesigned as Corporate Halls with a total land area of about 90,000 square meters. On its eastern side, the old docks and slipways, which are rich in historical value, will be used as outdoor public exhibition areas and places for cultural exchange. The land for Block E in Puxi covers an area of 25.1 hectares. Independent Corporate Halls will be built here, with a total ﬂoor area of about 120,000 square meters. To uphold the spirit of the World Expo and promote international cultural exchange, the World Expo Museum, with an area of about 120,000 square meters, will be built on the eastern side of the World Expo axis in Puxi through restructuring the large workshops

54

SHANGHAI EXPO

standing there. Cultural masterpieces of diﬀerent periods from all over the world will be put on show here. When the World Expo is over, the museum will become a world-class center for cultural and exhibition research.

5. Public Service Facilities There will be two types of public service facilities in the layout: a concentrated layout and a dispersed one. The concentrated area will include the east-west sight-viewing pedestrian route running through Pudong, the peripheral area of the square, and the central area of Puxi. In addition, some public service facilities will be distributed evenly in various exhibition areas, as well as at the entrances and exits. These service facilities include the park management facilities, operating facilities, franchise facilities, and others. The ﬂoor area of restaurants and shopping facilities is about 100,000 square meters, and the ﬂoor area of management facilities and other aﬃliated facilities comes to about 60,000 square meters. A detailed breakdown of the services is as follows:

6. Park Management Facilities The management facilities of the World Expo include administration, VIP reception, news center, and warehouse facilities. Administration facilities and the news center are located in Block B in Pudong. Warehouse facilities are distributed in various blocks, in close proximity to corresponding entrances and exits. There is one VIP reception facility in Pudong and Puxi respectively, both situated on the west side of the World Expo axis and connected to the special passageway (entrance and exit) for VIPs.

7. Operating Facilities The operating facilities include the information center, ﬁre control and disaster rescue, ﬁrst-aid and medical treatment, sanitation, volunteer service stations, and food health facilities. Apart from various control centers concentrated in one area, other service

Recreating the Dream of All Nations

55

facilities will be distributed in various blocks according to the radius of service.

8. Franchise Facilities Franchise facilities, including restaurants and shopping facilities, will be distributed in a combination of concentrated and dispersed layouts. The concentrated areas include the sight-viewing pedestrian route, the peripheral area of the square, and the central area of Puxi, while others will be distributed in diﬀerent groups of exhibition halls. Restaurants are divided into various types and styles. The major types include traditional restaurants, buﬀet restaurants, and fast food restaurants, while the main styles refer to those restaurants located in diﬀerent national halls, oﬀering a variety of cuisines. Shopping facilities are divided into two categories: shops which sell World Expo souvenirs; and convenience stores, vending machines, and movable booths.

9. Safety Facilities The safety system within the World Expo Park is designed professionally. The personal safety of all visitors to the World Expo is to be ensured through detailed preventive tactics, strict management measures, and solid technical support. The security measures to be adopted will guarantee absolute safety for heads of Chinese and foreign governments gracing the expo. They will also provide eﬀective crowd control and see to it that the opening and closing ceremonies, conferences, and other major activities are conducted safely and smoothly. The safety system is also designed to prevent serious terrorist events and criminal cases that will jeopardize the exhibition halls, exhibits, exhibitors, and visitors. Eﬀorts will also be made to prevent all sorts of security threats, safety hazards, disasters, and accidents within the premises of the World Expo site, and take precautions against all natural disasters. For this a disaster warning system will be put into place. According to the requirements of the master plan of the World Expo, the security system will consist of the World Expo Safety

56

SHANGHAI EXPO

Protection Center and relevant work sites. A security management system, a preventive safety system, and a technical security system are to be put into place in line with the expo security task. During the World Expo, other service facilities that will be provided include functional service facilities and assistance facilities. Functional service facilities will be distributed evenly among groups and clusters of exhibition halls, including information services, enquiry services, lockers, postal oﬃces, courier services, ATMs, foreign currency exchange, telephones, toilets, drinking water points, dustbins, and smoking areas. The service radius of information service centers and large electronic information display facilities will be about 300 meters, and the service radius of ATMs about 250 meters. In addition, telephones and toilets will be distributed evenly with a service radius of 100 meters. Assistance facilities can be divided into two categories, namely, special assistance facilities and emergency assistance facilities. Special assistance facilities will provide special assistance for six categories of visitors: the old, the weak, the sick, the disabled, the pregnant, and children. Facilities for rental and services include wheelchairs, baby strollers, childcare, and lost and found services. Emergency assistance facilities include guard posts, police centers, medical aid centers, ﬁrst-aid stations, and a space for takeoﬀ and landing of helicopters for medical emergency purposes. In addition, the communication issue at the site of the World Expo will be solved through a combination of permanent base stations and temporary facilities.

10. Open Space and Greenbelts The Huangpu River will become the hub for the open space. The open space and the greenbelts within the fenced-in area of the World Expo include the riverside oasis on both sides of the Huangpu River, the World Expo axis, the riverside greenbelts, the green wedges, the World Expo Square, other squares, and the sight-viewing pedestrian route. They form a continuous space network that runs through diﬀerent blocks, leading to the waterfront of the Huangpu River and connecting with entrances and exits. This will be a multifunctional space network that can work as a pedestrian passageway, meeting

Recreating the Dream of All Nations

57

points, scenic spots, and ecological corridors. In addition, large greenbelts will be built as emergency buﬀers near the main entrances of the fenced-in area. In line with the urban cultural development of Shanghai and the overall structure of the World Expo Park, more than ten World Expo symbolic statues will be put up in diﬀerent landmark spaces. At the same time, statues reﬂecting the cultures of participating countries will also be erected in the small leisure greenbelts between groups and clusters of exhibition halls. The ecological greenbelt system, whose features ﬁnd a perfect summary in “water and green blending into one,” will be integrated into the public space and exhibition halls along the banks of Huangpu River, as well as the peripheral environment of the World Expo. In line with the expo theme—Better City, Better Life—new urban ecotechnologies and energy-eﬃcient facilities will also be included in the plan. Main spaces for public activities include the World Expo Square, the World Expo axis, and other squares. A group of squares will be built on the site, linked up by sight-viewing pedestrian routes. These squares can be used partially as outdoor exhibition sites, which can be arranged and decorated as per exhibitors’ requirements. In space arrangement, two band-like squares will link up the exhibition halls within the World Expo Park, while vast block-like squares will accommodate visitor ﬂows and gatherings. This will be in tandem with the surrounding exhibition halls, fulﬁlling the need for urban landscaping, and facilitating visitors’ activities in the park. Located west of the China Hall and facing the Huangpu River, the World Expo Square will be the site for holding major functions, such as the opening and closing ceremonies, and reception of government oﬃcials. The World Expo axis, which runs through the fenced-in area of the World Expo in Pudong and Puxi, will be the place for holding galas. The sight-viewing pedestrian routes and the group of squares in the park occupy a total land area of about 30 hectares, with an average area between two to ﬁve square hectares per square. Distributed evenly in various blocks are multi-purpose open spaces

58

SHANGHAI EXPO

which can be used as visitor service centers, outdoor exhibition sites, or venues for performances, rallies, and other celebratory activities aiming to promote cultural exchange. Independent exhibition halls are arranged in a compact manner, with exits and entrances reasonably distributed so as to reduce the walking distance of visitors. Some exhibition halls are built on stilts to provide shaded space for queuing visitors. The space surrounding the exhibition halls form squares. The area for interactive experience is located north of the Bansongyuan Road in Puxi. It extends to the Baotun Road in the west and to the Miaojiang Road in the east, covering an area of about ten hectares. It will be built into a cultural community that integrates residence with art conception and production, as well as cultural exchange.

11. Transportation The transport facilities for the Shanghai World Expo will be designed on the basis of an estimated total passenger ﬂow of about 70 million, with the average passenger ﬂow on an ordinary day, busy day, and extremely busy day at 400,000, 600,000, and 800,000 respectively. The estimated ratio of expo visitors from Shanghai, the Yangtze River Delta, other parts of China, and foreign countries will be 20:30:45:5. Approximately 50% of the passengers will take rail transport, 35–40% ground public transport (special-route bus, tourist bus, and regular bus), about 5% water transport, and 5– 10% other forms of transport (VIP, walking, and bicycles). The passenger ﬂow during peak periods is estimated to be 150,000 per hour. Therefore, the passenger capacity of airports, railway stations, and long-distance highway passenger stations must be increased. Connection between external transport facilities and the World Expo site will be strengthened through rail transport and dedicated public transport lines. Rail transport Lines 4, 6, 7, and 8 running through the expo site and the peripheral area will go into operation by 2010. Line 13 will also be extended to include the expo area. Shanghai will restrict private transport during the expo. Interchanges will be built near the outer and middle loop lines to

Recreating the Dream of All Nations

59

transfer people from private transport to public transport heading for the expo site. In addition, special entrances will be opened to allow waterway transport to the site of the World Expo. There will be visitor routes, goods routes, emergency routes, and VIP routes within the fenced-in area. In Pudong and Puxi, east-west roads will be built to link the entire World Expo Park; loop roads will also be laid between the groups or clusters of exhibition halls. The road network within the park will be planned so that pedestrians and vehicles are separated, and major and minor trunk roads alternate with one another. In Pudong and Puxi, loop lines for public transport run through various functional blocks. Visitors can reach the Center for Public Activities and exhibition halls on foot or by public transport. To provide comfortable and convenient public transport services for visitors, the distance between bus stops is limited within 300 meters. The location of bus stops is determined according to the layout and planning of the exhibition halls and major pedestrian passageways. The transport routes for goods and emergency vehicles should be separated from those for visitors transport. East-west roads will be laid in Pudong and Puxi for goods transport and emergency vehicles. These routes will be directly connected to functional blocks and corresponding entrances and exits, so as to ensure fast and convenient access to vehicles for ﬁre control, ﬁrst aid, and other vehicles in times of emergency. Logistics transport will be limited to nighttime every day after the World Expo Park closes. The park layout also includes a space for helicopters to take oﬀ and land to satisfy special transport needs. The transport route for VIPs will be separated from other transport routes, and independent entrances and exits will be set up in Pudong and Puxi, so as to ensure the fast and safe entry and exit of VIPs. The reasonable distribution of visitors at the entrance and exit will be achieved through ticket management. Visitors will also be provided with a tour guide containing route information based on the duration of their visits, ranging from one day to several days, so as to achieve a reasonable and orderly distribution of visitors in the park area. There will also be an intelligent management

60

SHANGHAI EXPO

system within the World Expo Park to provide visitors with realtime exhibition information. Three main and two secondary entrances and exits will be set up in Pudong in connection with the trunk roads, rail transport lines, and location of stations in the area surrounding the expo site in order to evenly distribute traﬃc. One main and two secondary entrances and exits will also be set up in Puxi. In addition, three waterway entrances and exits will be built on both sides of the Huangpu River. Enough passageways for ticket checking and safety inspection will be provided at various entrances and exits to reduce the waiting time of visitors. According to the park layout, corresponding entrances and exits will also be provided for various vehicles needed by the expo operation, including VIP vehicles, vehicles for logistics, sanitation, safety, ﬁrst aid, ﬁre control, and other purposes. In addition, special entrances and exits will also be provided for the World Expo special buses. In order to ease possible traﬃc jams at the entrances and exits to the World Expo Park, visitors can buy tickets at designated places in the city and take special-route buses toward the fencedin expo area. A continuous pedestrian system will be planned to connect diﬀerent exhibition areas. This system and the vehicle system will be arranged so that pedestrians are separated from vehicles. As for the east-west pedestrian system, a sight-viewing pedestrian route will be built in the central part of the exhibition area to connect diﬀerent functional groups and clusters of exhibition halls. This will become the most important pedestrian route. It will also be connected to the riverside pedestrian system along the north-south green space perpendicular to the Huangpu River. The north-south pedestrian system is made up of squares connected at the various major and minor entrances and exits. It leads visitors to the riverside area via the green space perpendicular to the Huangpu River. The pedestrian system is linked up with bus interchanges within the park to provide convenience for visitors using bus transport. As per the planned layout, 15 special parking lots will be set up near the entrances and exits of the fenced-in area. Covering an

Recreating the Dream of All Nations

61

area of nearly 40 hectares, they will be able to accommodate up to 4,000 buses. In addition, in line with the underground space development, standard parking lots for about 1,500 cars will be built on the underground ﬂoors of permanent buildings. The parking lots for taxis and private cars will be provided along the periphery of the World Expo Park to ease the traﬃc. Shuttle routes will be used to bring visitors near the entrances and exits of the fenced-in expo area. The two-way traﬃc ﬂux during the rush hour between the Pudong section and Puxi section of the fenced-in area is estimated to be 50,000–60,000 passengers per hour. Visitors can cross the river via buses or ferries. In addition, a special ferry route for VIPs will be provided. The Bowen Road Tunnel will be rebuilt to serve as a special cross-river tunnel with a two-way, four-lane carriageway for vehicles, which can provide one-way capacity of 3,500–4,000 PCU (Passenger Car Units) per hour. Cross-river buses, internal special vehicles, emergency vehicles, and VIP vehicles will also be arranged. As the main mode of cross-river transport, buses can pass through the tunnel within ten minutes. In addition, ferries will be provided as an auxiliary means for visitors to cross the river according to actual transport needs. Shanghai’s two airports—the Hongqiao International Airport and the Pudong International Airport—will be connected to the World Expo site via an expressway and an urban trunk network, so as to facilitate fast and convenient access. According to the original development plan for the Pudong International Airport, its passenger ﬂow was to reach 60 million in 2015. However, due to the rapid economic growth in Shanghai and in the surrounding Yangtze River Delta in recent years, as well as the gradual emergence of the “World Expo eﬀect,” the reestimated passenger ﬂow to Pudong International Airport will exceed 60 million in 2010. The Shanghai Municipal Government will expand the airport in advance. At the same time, it will speed up the reconstruction of Hongqiao International Airport so as to manage a reasonable amount of the air-traﬃc ﬂow. Shanghai has three passenger railway stations, and their passenger throughput will likely reach 70–80 million by 2010. These stations

62

SHANGHAI EXPO

will be connected with the city rail transport network so that visitors entering Shanghai by train can reach the World Expo site conveniently. According to the plan, Shanghai will have a rail transport network by 2010, with its daily average passenger ﬂow increasing from 1.1 million to 8.55 million, or up from 12% to 45% in terms of its proportion in the total passenger ﬂow of public transport. The rail transport network will connect the two airports located in the east and the west and the two rail transport interchanges in the south and the north, forming a multi-dimensional integrated transport system. In connection with the World Expo and urban development, Shanghai will speed up the construction of its road infrastructure to establish an urban roadway network consisting of expressways, major and minor trunk roads, and corresponding branch lines. To achieve road network integration with the Yangtze River Delta, auxiliary roadway networks will be built between Pudong International Airport and Hongqiao International Airport, as well as between the provinces of Shanghai and Zhejiang. It is estimated that by 2010, expressways will reach 700 kilometers. Construction projects, such as the cross-river tunnels, will also be sped up. Emphasis will be placed on the construction of the middle-loop line project, crossriver tunnels, freeways, urban trunk roads, interchanges, and parking lots. Based on the expressway and highway network in and around Shanghai, interchanges will be built on the outer and middle loop lines to enable visitors coming to Shanghai by private cars to transfer to special-route buses leading to the expo site.

12. Accommodation for Working Personnel To provide comfortable accommodation for exhibitors, Shanghai will build a World Expo Village in Bailianjin, Pudong. The village will occupy about 23 hectares, and the total construction area will be around 300,000 square meters. The property will consist of three types of buildings: star-rated hotels, hotel-styled apartments, and ordinary apartments. Auxiliary daily living functions, commercial convention facilities, recreation and entertainment facilities, as

Recreating the Dream of All Nations

63

well as parking lots will also be provided. Based on preliminary considerations, the property of the World Expo Village will be divided by the following ratio: 10%, 80%, and 10% respectively for star-rated hotels, apartments, and other auxiliary facilities. In terms of apartments, hotel-styled and ordinary ones will account for 32% and 68% respectively. In light of the changing accommodation demands of the working personnel during the expo, the estimated maximum accommodation capacity of the World Expo Village in Pudong is about 10,000 people at any one time. According to actual needs, appropriate accommodation facilities will also be built on the eastern side of the fenced-in area in Puxi to accommodate the World Expo working personnel. Within the range of one square kilometer around the World Expo Village will be an area consisting of the Nanpu Bridge, the Dongfang Road, and the neighboring area of Pudong South Road. The current facilities for shopping, food, and accommodation are mainly concentrated near Pusan Road and Linyi Road. This is the old city area where commercial facilities abound. Apart from supermarkets, there are also stores selling medicine, computers, furniture, and so on.

13. Construction of the World Expo Halls A detailed introduction is presented in the registration report about the construction progress of the Shanghai World Expo halls and public facilities. The general work schedule for the expo planning, design, and construction will be centered on the World Expo Park to achieve “three guarantees”: to guarantee that the World Expo halls and aﬃliated facilities will be able to satisfy functional needs during the expo; to guarantee that the World Expo construction projects will be arranged in a reasonable, organized, orderly, and eﬀective manner; and to guarantee that the exhibition halls and aﬃliated facilities will be completed and put into use on schedule. According to the overall planning for the World Expo construction, the period from 2005 to 2009 will be divided into three stages. The ﬁrst half of 2005 is the planning stage, including overall planning and specialized planning for infrastructure

64

SHANGHAI EXPO

construction; the second half of 2005 to 2007 will be the design stage, during which some of the crucial projects like cross-river tunnels, rail transport facilities, the Center for Public Activities, and the Performance Center will begin in the second half of 2005; the construction of infrastructure, aﬃliated facilities, and various halls will begin in the second half of 2006, and basically be completed by the second half of 2009. The World Expo Park construction covers three parts: infrastructure, halls, and aﬃliated facilities. Infrastructure includes rail and road transport facilities, municipal infrastructure, and landscape. The park construction will be completed by 2009 as per schedule. Regarding the construction of exhibition halls, aside from those national halls which will be independently designed and constructed by participating countries, the design will start in the latter half of 2005 and be basically completed by the end of 2007. The construction will begin at the end of 2006 and be completed in the ﬁrst half of 2009. The design of auxiliary facilities, including projects such as the Center for Public Activities, the Performance Center, and other service facilities, will begin in the second half of 2005 and be completed by the end of 2006. The construction of such major projects as the Center for Public Activities and the Performance Center will begin in the second half of 2006, while that of all other auxiliary facilities will start in 2007. All will be completed by the second half of 2009. Exhibition preparation will begin in the ﬁrst half of 2010 before the oﬃcial opening of the World Expo Park. Today Shanghai is striving to become an international metropolis functioning as an economic, ﬁnancial, trade, and shipping center. The 2010 Shanghai World Expo will be a grand occasion to showcase the new concepts, new technologies, and latest fashions of the world. It is a mega-cultural exhibition which Shanghai welcomes with open arms. The city is making concerted eﬀorts to prepare for its advent.

CHAPTER

6

World Expo 2010: Exhibit the Whole World in Shanghai

T

he 2010 Shanghai World Expo will be a grand event to explore the urban life in the new century. The 21st century is an important period for urban development. It is estimated that by 2010, 55% of the world’s population will live in cities. Therefore, the future city life is a global topic bearing on all nations regardless of their diﬀerent development stages. As the ﬁrst World Expo with City as its theme, the 184-day Shanghai World Expo will provide a platform for governments and people from various countries to showcase their fruits of urban civilization, and share experiences and advanced concepts on urban development. Thus, they will be able to explore a whole new pattern of human residence, life, and work for the new century through living examples on how to build an ecologically harmonious society based on sustainable development.

1. Name and Theme Better City, Better Life is the theme of the 2010 Shanghai World Expo. This theme is rooted in thousands of years of human civilization and the heritage of the World Expo over the past 155 years. It was determined against the background of increasing worldwide attention to the issues of urbanization: How to improve the city’s role as a living place? How to harmonize the relationships between urban and rural areas, and between cities and nature? Shanghai is a fast-growing metropolis in the Asia-Paciﬁc region. It is very lucky

66

SHANGHAI EXPO

to have been granted the opportunity to host the ﬁrst World Expo focused on city at the beginning of the new millennium. According to the BIE Secretary-General Vincent Gonzales Loscertales, the World Expo is a grand event for the host country and also a perfect venue for extensive exchange of global knowledge on a particular theme. During the preparatory stage of the 2010 Shanghai World Expo, the organizer will be committed to carrying out in-depth research, interpretation, and elaboration of the theme, and will, through an exhibition guide, brief the exhibitors on how to showcase their strengths. In addition, the organizer will elaborate the meanings of the theme through art performances and academic activities held in the China Exhibition Hall and the theme area. This way, the 2010 Shanghai World Expo will truly become a grand event in which the past, present, and future of the city will be presented through exhibitions, entertainment, and knowledge exchange. As this will be the ﬁrst World Expo held in a developing country, the host has proposed from the beginning of its bid that developing countries should be encouraged to the greatest possible extent to participate. China will spare no eﬀort to create a platform where developed and developing countries can conduct dialogue and exchange so that all participating countries will be able to beneﬁt from one another’s experiences and work together for a better urban life in the future.

1.1 Theme Interpretation and Background Cities are the product of human civilization. Louis Mumford, a modern U.S. philosopher once said, “The city is a special type of structure. This structure is delicate and compact, and is for the purpose of passing on the achievements of human civilizations.” That the word “civilization” in many Western languages originated from the Latin word Civitas meaning “City” is not in any way coincidental. The all-embracing, diversiﬁed, and ever-changing nature of the city has contributed to the improvement in the order of human society. In 1800, only 2% of the world’s population lived in cities. By 1950, this had increased to 29%, and by 2000, approximately half of the world’s population had moved into cities. According to the

World Expo 2010: Exhibit the Whole World in Shanghai

67

UN forecast, by 2010 the urban population will make up 55% of the total population in the world. Undeniably, the rapid development of cities today has posed a series of challenges to urban residents: high density urban life results in space conﬂict, cultural friction, resource shortage, and environmental pollution. If there is no control enforced, the disorderly expansion of cities will exacerbate these problems, and eventually erode the vitality of the cities, aﬀecting the quality of urban life. The Istanbul Declaration on Human Settlements, issued in 1996 by the UN-HABITAT (United Nations Human Settlement Programme), highlighted that, “Our cities must become places where people can lead a digniﬁed, healthy, safe and blissful life ﬁlled with beautiful hopes.” However, all challenges faced by cities, be it congestion, pollution, crime or conﬂicts, result from the lack of harmony in the various relationships in the process of urbanization, i.e., relationships between man and nature, between man and man, as well as between the mental and the material. Long-standing disharmony will inevitably lead to a discounted quality of urban life and even a downgrading of civilization. In view of this, the 2010 Shanghai World Expo will respond to the appeal for Better City, Better Life with the concept of City of Harmony. The concept of harmony has long been embedded in Chinese culture. Chinese culture upholds harmony in interpersonal relations, between man and nature, between the mental and the physical. In its description of the Great Harmony, the Book of Rites advocates: “A public spirit will rule all under the sky when the great way prevails. Men of great virtue and talent are elected who will cultivate mutual trust and promote universal understanding.” Chinese philosophers before the Qin dynasty also developed the concept of social harmony in their writings. At the same time, harmony was also the ideal of many Western thinkers. Pythagoras, an ancient Greek philosopher, proposed the theory of harmony which consisted in unity of opposites. Heraclitus, another philosopher of the same period, asserted: “The invisible harmony is better than the visible harmony.” In The Republic and The Laws Plato portrayed a beautiful state where “the whole society will achieve very harmonious development, and various classes will obtain the happiness endowed by nature.”

68

SHANGHAI EXPO

For hundreds of years, people have been exploring the pattern of City of Harmony. From Utopia to the 18th century Ideal City, and then the Garden City, a series of theories, propositions, and models have been advanced. All these are eﬀorts to seek balance and harmony in space, in order, in spiritual life, and in material circulation. In the 1980s, the concept of sustainable development was developed in response to the deterioration of environmental and developmental issues. Of the many strategies that municipal governments of diﬀerent countries have adopted for the implementation of the “Agenda 21,” most are on ways to establish harmony between man and city, and between man and nature, and between present and future. It can therefore be argued that the pursuit of “harmonious life” and “City of Harmony” has continued throughout the history of mankind, and is becoming all the more prominent in the blueprints for future cities. Fundamentally, the building of harmonious cities needs to be based on the harmony between man and nature, man and man, the mental and the material. Practically speaking, it will be seen in the peaceful coexistence of diverse cultures, the balanced development of urban economy, orderly living in the era of science and technology, the eﬀortless operation of community cells, as well as the smooth interaction between urban and rural areas. The concept of City of Harmony will pose new challenges to and stimulate improvement in urban administration and planning. In the ﬁrst ten years of the 21st century, it is important to take into consideration two factors when exploring the concept of City of Harmony. First, the relationship between economic globalization and urban development. With the rapid development of science and technology in the ﬁelds of communication and transportation, the gradual lifting of trade barriers, as well as the accelerated ﬂow of goods, technologies, services, personnel, capital, and information across national boundaries, geographical distance and separation have become increasingly insigniﬁcant. Most countries have become tightly intertwined in economic and social development so that a minor occurrence in a single country may escalate into a great

World Expo 2010: Exhibit the Whole World in Shanghai

69

impact on the rest of the world. Economic globalization has transformed the balance of power between cities and deconstructed their stable cultural, economic, and social structure. With economic globalization, it is essential to look at urban issues in the context of an open global economic system. International and inter-city exchange, dialogue, and cooperation have now become more important than ever. Second, the diﬀerent stages of urbanization for developed and developing countries. Due to historical and geographical reasons, the starting point and speed of urbanization and the resulting problems and experiences vary from one country to another. Developed countries have entered an era of a high degree of urbanization, and the focus now is how to attract people back to the cities through industrial restructuring and improved environment and infrastructure. In contrast, developing countries, which started industrialization and modernization later, are still in the growing stage of urbanization, and they are facing challenges from rapid urbanization. The human pursuit for a beautiful urban life will be further explored and expanded during the Shanghai World Expo. People of diﬀerent races and languages, with diﬀerent beliefs, and countries and cities at varying stages of development, will exhibit and explore the theme Better City, Better Life. This in itself will be an instance of the harmonious coexistence of a diversiﬁed world—Harmony in Diversity.

1.2 Interpretation of Sub-themes There are ﬁve sub-themes for the 2010 Shanghai World Expo, focusing on topics such as culture, economy, science and technology, community development, as well as the relationship between urban and rural areas. The Shanghai Expo hopes to analyze and explore the concept of City of Harmony from the aforementioned ﬁve sub-themes. These sub-themes are independent yet correlated, and their interpretation should therefore not only involve history and background, but also consider their interconnection.

70

SHANGHAI EXPO

Integrating Diversiﬁed Urban Cultures Cultural diversity, or heterogeneity, is one of the characteristics of cities. From the very beginning, cities were made up of all types of people. In the course of urban development, military, trade, and migration further promoted the collision and integration of diversiﬁed cultures, which evolved subsequently into the unique style of each city. On the one hand, this unique style is built upon the cultural background and creative industry of each city; on the other, it is an integration of the ways of life and value orientations of diﬀerent social groups and classes within the city. Today people of various countries pay more attention than ever to cultural freedom and identity. Globalization has brought multiple impacts on urban culture. For one thing, the Internet and global and regional brands enable the cultures of many cities to become more standardized. For another, the ﬂow of information and people on a larger scale results in an unprecedented level of collision between strong and weak cultures, foreign and local cultures, migrant and mainstream cultures. Cultural diversiﬁcation also signiﬁes harmony between history and the future. Cities are places where cultural heritage is preserved. Although the longing for economic development and modernization often threatens traditional cultures and material heritage, modern information communication and digital technology have enabled more people to pay attention to the destiny of material and nonmaterial heritage. An increasing number of urban administrators have realized that sustainable urban development requires a cultural strategy that takes into account history and the future, and promotes the harmonious coexistence of diversiﬁed cultures. Urban Economic Prosperity The cities originated from markets. The motive force for urban economic development was the agglomeration eﬀect of cities. In the era of knowledge-based economy, innovation and entrepreneurship are becoming the major drivers of sustainable development in the urban economy. The innovative capacity of a city is based not only on its research strength, but also on the creative interaction between people. Entrepreneurship is related to the wealth of a city, but it is

World Expo 2010: Exhibit the Whole World in Shanghai

71

more rooted in a conducive cultural tradition. Whether a city has an excellent working and living environment, whether it has the ability to attract top talents, has a direct bearing on its economic prospects. In addition, sound infrastructure and comprehensive service industries are also necessary conditions for urban economic prosperity. No doubt conﬂicts occur between urban economic development and the protection of environmental resources. It is therefore strategically important to seek sustainable development of cities through a circular economy. This model of economic development advocates a 3R principle, i.e., reducing resource consumption in production, reusing products, and recycling waste with the ultimate goal of harmonizing economic development and environmental protection. All in all, the future urban economy will be full of vitality based on two major factors: the innovation and creativity of residents, and the harmonious coexistence of man and nature. Urban Technological Innovation Cities form a vast stage for scientiﬁc and technological innovation. Within each city, crucial elements for innovation are integrated; and innovative ideas often arise from vibrant communication and interaction. At the same time, the material facilities of a city can speed up the translation of innovative ideas into technologies, and then into products and services that beneﬁt its people. Since the 20th century, tremendous development in science and technology has made large-scale urbanization possible. At the same time, the abundance and enhancement of people’s living conditions are clearly seen in cities. Despite the short history of human ﬂying (100 years), man-made machines have left their footprints on Mars. People have beneﬁted from science and technology in their daily lives, ways of communication, health and medical treatment, and wealth accumulation. This revolution has left deep imprints on the world’s intellectual history. Today, people are becoming more aware than ever of their own limitations as they look into outer space using the Hubble Space Telescope or reorganize life through genetic technology. Science and technology will no longer be tools for people to conquer nature.

72

SHANGHAI EXPO

On the contrary, they will make it possible for man and nature to coexist. In cities of the future, science and technology will play a major role in preserving non-renewable resources, intensively utilizing energy, protecting species diversity, and establishing a sustainable pattern of human habitation. Technology will lead people back to nature once again. Remolding Urban Communities Communities are the cells of cities, and the most common spatial pattern for city dwellers. Only healthy cells can create healthy and harmonious cities. Cultural integration and economic prosperity depend on communities. The building and remolding of urban communities have long been the immediate tasks for city administrators. One lasting question in urban development is: How to take poverty-stricken communities away from the social map of cities? In the world today, the changing composition of urban residents in developed countries and the unprecedented growth of urban population in developing countries have made this task even more challenging. One of the goals proposed in the UN-HABITAT Millennium Declaration is to build “Cities without Slums.” Speciﬁcally, by 2020 one million poor urban residents around the world will see their standard of living improved signiﬁcantly. Under the goal of sustainable development, city remolding in the 21st century requires that “balanced communities” should be built. A balanced community must possess the following characteristics: reasonable resident composition, reasonable housing ownership, complete infrastructure, good housing environment, and adequate employment and entrepreneurship. Communities in the future will be characterized by strong social cohesion and a harmony between the city matrix and other cells. Everything will be people-centered. Interaction between Urban and Rural Areas Since the birth of cities, urban and rural areas have been interdependent in the economic, societal, and environmental aspects. Rural residents make a living by selling produce to city dwellers,

World Expo 2010: Exhibit the Whole World in Shanghai

73

while the prosperity of cities, in turn, depends on the resources and demands of rural areas. Urban expansion has brought about great pressure on nonrenewable resources. However, this pressure can be eased with new concepts, buildings, and energy technologies in urban planning. At the same time, the large inﬂux of rural population has created complex problems for urban administrators. On the one hand, the building and restructuring of urban communities will provide the urban population with a favorable living environment; on the other, the building of small cities and towns will eﬀectively ease the population and employment pressure on big cities. Under the impact of globalization, some countries have lost their competitive advantages in agriculture. Favorable urban and rural interaction can help farmers seek other means of living, and restructure agricultural production for new competitiveness. It is important to coordinate the ﬂow of personnel, capital, commodities, and information between urban and rural areas for a balanced development between them. Presently, nearly half of the world’s population lives in rural areas. In view of the striking diﬀerences between urban and rural areas in developing countries, some international organizations have appealed to various countries to bring into full play the complementary and interactive relations between rural and urban areas. While working hard to eliminate urban poverty, these countries should also tackle rural poverty and improve rural living conditions. With the progress of urbanization, the boundary between urban and rural areas is no longer so obvious. In fact, the ties between urban and rural areas have become so close that one cannot do without the other. Harmonious cities of the future will be increasingly dependent on equally harmonious and livable rural areas.

1.3 Working around the Theme Examination and Approval The organizer will work closely with the Bureau of International Expositions (BIE) to establish certain criteria for assessing if a design plan conforms to the theme. These criteria will be used to examine the theme statements and exhibition items prepared by exhibitors.

74

SHANGHAI EXPO

Submission of Theme Statements As part of the application for exhibition space, an exhibitor must submit a theme statement to the organizer, in which the exhibition theme and overall structure should be clearly speciﬁed. The statement should include references used for interpreting the theme and subthemes. The exhibitor will not be allocated an exhibition space until after the organizer approves its statement. After the organizer receives the theme statement of an exhibitor through the Commissioner-General of the Chinese Government for the Shanghai Expo, a duplicate copy must be provided to the BIE. Submission of Exhibition Items As part of the Preliminary Approval of Application, the exhibitor must submit a document titled Exhibition Items, giving a detailed description of its exhibition. Based on the Theme Statement, the document should present a detailed exhibition plan. The organizer will verify whether the exhibition contents comply with the approved Theme Statement, and whether the Exhibition Items conforms to the relevant requirements with regards to the theme. In the event that the organizer does not approve the Exhibition Items, the organizer shall provide the exhibitor with detailed explanations, and oﬀer suggestions as to how to modify the proposal. The organizer should inform, within a reasonable time frame, the exhibitor of the decision that the Exhibition Items has not been approved, so that the exhibitor will have suﬃcient time to revise the document. The organizer will continue to provide consulting services to the exhibitor. Publishing Exhibition Contents Exhibitors may need to modify the exhibition contents in line with the requirements of the organizer. In the event that the exhibition contents fail to comply with the theme interpretation, the organizer and the exhibitors will make all eﬀorts to resolve their diﬀerences so as to arrive at a consensus. Exhibitors should provide the organizer with a ﬁnal introduction to their exhibitions at least 120 days prior to the opening date of

World Expo 2010: Exhibit the Whole World in Shanghai

75

the World Expo. The information will be included in the oﬃcial exhibition directory.

2. Duration of the World Expo 2.1 Timeframe for the World Expo The World Expo will be held for a duration of six months. The opening ceremony will be held on May 1, 2010, and the closing ceremony on October 31. The year 2010 will mark the 32nd anniversary of China’s reform and opening, as well as the 20th anniversary of the development and opening of Pudong in Shanghai. During the expo, a series of major celebrations will be held inside and outside the World Expo Park. The Shanghai World Expo will begin on May 1, 2010. The date coincides with International Labor Day, and also the ﬁrst day of the week-long May Day holiday in China. The opening ceremony will begin in the afternoon and continue late into the night. It will include song and dance performances, ﬁrework performances, and lighting performances. At night, lasers will project the Shanghai World Expo logo and traditional ceremonial ﬁreworks will light up the sky, announcing to the world the opening of the Shanghai World Expo. The exhibition halls of various countries will also participate with performances reﬂecting their national cultures. The closing ceremony will be held on October 31, 2010, with a series of celebratory activities.

2.2 Major Holidays and Activities During the World Expo The Shanghai World Expo will last six months so that more people, especially those from afar, will be able to visit the World Expo. During the expo, there will be two week-long holidays in China (in early May and early October). These long public holidays will bring more visitors to the World Expo. The summer holiday falls in July and August for Chinese students, and the World Expo will attract a large number of young visitors. Many memorial days and local and international festivals will be celebrated during the World Expo. There will also be colorful

76

SHANGHAI EXPO

folk activities. All these will enhance the festive atmosphere of the expo. Table 6.1 A list of memorial days and traditional festivals during the Shanghai World Expo Name

Date

International Labor Day

May 1, 2010

Chinese Youth Day

May 4, 2010

World Red Cross Day

May 8, 2010

World Family Day

May 15, 2010

National Day of Disabled Persons

May 16, 2010

World Telecommunications Day

May 17, 2010

International Museum Day

May 18, 2010

World No Tobacco Day

May 31, 2010

International Children’s Day

June 1, 2010

World Environment Day

June 5, 2010

World Relics Day

June 10, 2010

Chinese Population Day

June 11, 2010

Chinese Dragon Boat Festival

June 16, 2010 (the 5th day of the 5th lunar month)

Chinese Children’s Day for Charitable Activities

June 22, 2010

International Olympic Day

June 23, 2010

International Charter Day

June 26, 2010 (UN Charter Day)

International Day Against Drug Abuse and Illicit Trafﬁcking

June 26, 2010

International Cooperative Day

July 3, 2010

World Population Day

July 11, 2010

International Youth Day

August 12, 2010

World Expo 2010: Exhibit the Whole World in Shanghai

77

Table 6.1 A list of memorial days and traditional festivals during the Shanghai World Expo (continued) Name

Date

Chinese Valentine’s Day

August 16, 2010 (the 7th day of the 7th lunar month)

World Clean-Up Day

September 14, 2010

International Peace Day

September 21, 2010

Chinese Mid-Autumn Festival

September 22, 2010 (the 15th day of the 8th lunar month)

World Tourism Day

September 27, 2010

Confucius’ Birthday

September 28, 2010 (the 21st day of the 8th lunar month)

Chinese National Day

October 1, 2010

World Habitat Day

October 4, 2010

World Animal Day

October 4, 2010

World Post Day

October 9, 2010

World Mental Health Day

October 10, 2010

World Standards Day

October 14, 2010

UN Day

October 24, 2010

Notes: Other local annual or bi-annual festivals include (speciﬁc months to be determined subsequently) Shanghai International Arts Festival, Shanghai International Film Festival, Shanghai International Tourist Festival, Shanghai International Tea Culture Festival, and Shanghai International Fashion Festival.

3. Expo Logo, Mascot, and Other Symbols 3.1 Soliciting and Announcement of the World Expo Logo On December 3, 2003, the Bureau of Shanghai World Expo Coordination announced the solicitation of World Expo Logo designs from home and abroad. The bureau collected more than

78

SHANGHAI EXPO

8,000 designs from around the world. The organizer convened the Shanghai World Expo Logo Design Symposium on April 10, 2004. Participants included internationally renowned designers such as Finnish designer Kari Pippo, designer of the emblem of Hanover World Expo 2000, Michael Ges, Japanese designer Shigeo Fukuda, and Vice Chairman of the International Council of Graphic Design (ICOGRADA) Han Bin. Zhou Yupeng, Deputy Mayor of Shanghai cum Director of the Bureau of Shanghai World Expo Coordination, proposed that the design of the logo “should not only be rich in meaning, it should also reﬂect the spirit of ‘understanding, communication, joyful gathering, and cooperation’ of the World Expo. At the same time, it should express the theme of the 2010 Shanghai World Expo— Better City, Better Life—and the internationalized characteristics of cultural exchange between East and West. We look forward to seeing a logo masterpiece which embodies Chinese culture and at the same time reﬂects the recent reform and opening up, as well as the vitality in economic development.” The logo assessment and selection was conducted strictly in accordance with the principles of “justice, fairness, and openness.” The assessment committee consisted of members recommended by professional institutions and departments, such as the Chinese Artists Association, the Design Committee of China Packing Association, Shanghai Artists Association, and the Beijing Olympic Organizing Committee. After verifying the data provided by relevant institutions, colleges, and universities, as well as going through a few rounds of selection, 40 experts from within China and from overseas were short listed. Eventually, a review committee made up of 15 members was formed. The name list was then submitted to the Organizing Committee for approval. These experts included senior graphic designers, artists, historians, and advertising executives. They were all required to keep the assessment and selection process conﬁdential. The assessment and selection was carried out under the eﬀective supervision of the Shanghai Municipal Notarial Oﬃce. Of the 8,000 contributions, more than 1,000 were selected in the preliminary round. On the night of November 29, 2004, the Announcement Ceremony for the Shanghai World Expo 2010 Logo was held in

World Expo 2010: Exhibit the Whole World in Shanghai

79

Shanghai. Member of the Political Bureau of the Central Committee of the CPC, Vice Premier of the State Council, and Director of the World Expo Organizing Committee, Wu Yi pressed a crystal ball and the winning logo was announced to the public. The Shanghai World Expo Logo was designed by Shao Hongkang, an advertising designer from Yancheng, Jiangsu Province. He interpreted the logo thus: it is shaped like a happy family of three; it symbolizes humanity as a whole including “you, he, and I”; it gives expression to the concept of the World Expo: understanding, communication, joyful gathering, and cooperation; and it brims with China’s national spirit of harmony and unity, reﬂecting the peoplecentered goals of the Shanghai World Expo 2010. The logo is similar in shape to the Chinese character (Shi), and is skillfully integrated with the number 2010, expressing the strong desire of the people of China to host a global expo that uniﬁes diverse cultures. Green is the logo’s primary color, which signiﬁes vitality, optimism, and dynamism, and reﬂects China’s pursuit of a promising future of sustainable development. in the Interestingly, the calligraphy of the Chinese character logo forms a perfect match to the seal cutting of the character (Jing) in the logo of the Beijing 2008 Olympic Games, implying the unremitting eﬀort of Chinese people to carry forward their traditional culture when China is integrating itself into the world.

3.2 Soliciting Designs for the Mascot and Others One important part of the World Expo preparation was to invite entries from around the world for the World Expo slogan, song, poster, show bill, mascot, and ﬂag. The solicitation began in December 2003. The search for the World Expo song will last ﬁve years, ending in December 2008. In each of these ﬁve years, the music and lyrics of ten songs will be chosen. From those only one will be selected as the best song of the year. Altogether 50 songs will be selected, and only ﬁve will go through as the best songs of the year to the next stage. Musicians and the public will choose one of them as the theme song for the Shanghai World Expo. To ensure openness

80

SHANGHAI EXPO

and fairness of the selection, the assessment and selection will be notarized by the Shanghai Municipal Notarial Oﬃce. In 2004, the World Expo Oﬃce for Song Collection received 331 lyric entries and 99 music entries from China and overseas. On May 7, 2005, the Best Works of the Year 2004 for the Shanghai Expo 2010 was announced. “My 2010” won the honor as the 2004 Best Song. The Shanghai World Expo Song will ﬁnally be unveiled in 2008. In May 2006, an international poster design contest was launched and the result was revealed in October 2006. A poster exhibition will be held in January 2007. Mascot solicitation and selection will begin in 2007. The 2010 World Expo will be a grand global event that can attract the largest number of visitors. It does not concern Shanghai and China alone; it will also involve the whole world. Shanghai will put up a vast stage to exhibit the world in 2010.

CHAPTER

7

Background Information

I

t is the solemn promise of the Chinese government to the international community that the Shanghai World Expo will be a successful, splendid, and unforgettable one. This will also be the main working objective of the organizer—Shanghai city—for the next ﬁve years. In order to attract more countries and international organizations to participate in the expo, and to provide a good exhibition platform for exhibitors, the Central Government and the Shanghai Municipal Government will provide exhibitors with a sound hardware and software environment. The Chinese government will adopt a series of preferential measures in customs duties and revenue toward participating countries. Special funds will also be allocated to assist developing countries, so that they can take part in the exhibition free from worries. The residents of Shanghai, as well as people from all over the country, are looking forward to this grand expo. They have signed up enthusiastically to become volunteers for the World Expo. The commitment made by the Chinese government to provide ﬁnancial support for developing countries is worthy of mention. Hosting the ﬁrst World Expo in a developing country, the organizer fully understands that the participation of developing countries will play a signiﬁcant role in enhancing the internationalization and representativeness of the Shanghai World Expo. To encourage the participation of developing countries and enhance the quality of their participation, the organizer will honor its promise made during its bidding by providing a total of US$100 million assistance funds to

82

SHANGHAI EXPO

developing countries. This was also speciﬁed in a resolution passed at the 115th Plenary Session of the BIE on June 8, 1994. All developing countries that fulﬁll the following requirements in one of two categories will be eligible to apply for assistance from the organizer: Category 1: Least Developed Countries (LDCs) as speciﬁed in the Report for Least Developed Countries 2004 passed at the UN Conference on Trade and Development (UNCTAD), or Low Income Countries (LICs) with per capita national income equal to or less than US$825, according to the World Development Index 2004 of the World Bank. Category 2: Lower-Middle-Income Countries (LMICs) with per capita national income ranging from US$826 to US$3,255, according to the World Development Index 2004 of the World Bank. The assistance funds will be used to cover the exhibition design consultancy fees of participating countries; the costs for exhibition hall design, decoration, and disassembling; operating costs (cleaning, security, water and electricity, facility lease, and so on) for exhibition halls; fees for the clearance, transportation, storage, and insurance of exhibits; expenses incurred for the organization of relevant activities (such as activities for the Day of Halls); communicationand publicity-related costs in China; the expenses for VIPs and their spouses from participating countries to come to Shanghai for relevant activities; part of the expenses for correspondents in Shanghai; costs for training workers in exhibition hall operation; and costs (including the service charges for local service personnel) incurred for the exhibition arrangement and working personnel during the exhibition period. All developing countries which are eligible and have submitted applications will obtain basic assistance from the organizer. The basic assistance will be mainly used for the exhibition design consultancy fees of participating countries, and expenses incurred during the preparation and exhibition (including the service charges for local service personnel). Assistance for other projects will be determined through friendly negotiation between the organizer and participating countries, based on the exhibition plans and assistance applications submitted. Apart

Background Information

83

from providing assistance for developing countries, the Chinese government will also conduct negotiations with relevant parties, and work together with them to minimize relevant exhibition costs and expenses as far as possible. The Shanghai World Expo is expected to attract the participation of about 200 countries and international organizations, as well as 70 million visitors. On December 1, 2005, during the 138th Congress of Member Countries of the Bureau of International Expositions (BIE), the registration report of the Shanghai World Expo was passed. On March 22, 2006, the letters of invitation to the Shanghai World Expo personally signed by Premier Wen Jiabao were oﬃcially delivered, marking the beginning of international invitations for participation. Through diplomatic channels, the Chinese government sent formal invitations to every potential governmental participant (including sovereign countries and inter-governmental organizations). The international community responded positively to the invitations. By April 23, 2006, the conﬁrmed participating countries and international organizations included France, Ukraine, Bahrain, Mali, Cambodia, Canada, Mauritania, Algeria, Congo, Hungary, Switzerland, New Zealand, Cuba, and the Secretariat of Convention on Biological Diversity. At the same time, the organizer will also extend direct invitations to non-governmental organizations (NGOs), non-proﬁt organizations (NPOs), enterprises, amongst others. Although enterprises are non-governmental participants, the organizer suggested that these exhibitors inform their governments of their intention to attend the Shanghai Expo. In the ﬁrst round of invitations, the organizer will send formal invitations to all UN member countries and major international organizations (especially those organizations whose missions are closely related to the theme of the 2010 World Expo). At the same time, the organizer will, on the basis of bilateral negotiations, send out invitations to speciﬁc NGOs, NPOs, and enterprises. Invited governmental exhibitors should conﬁrm their intentions to participate in the World Expo through diplomatic channels. Invited non-governmental exhibitors should directly conﬁrm their intention to participate. The organizer will publish in time a Guide for Exhibition Participation to help potential exhibitors in

84

SHANGHAI EXPO

their decision-making. The guide can also serve as the basis for negotiation between potential exhibitors and the organizer. Upon conﬁrming the intention to take part in the expo, the exhibitor must submit to the organizer a copy of Theme Statement and a copy of Exhibition Items. Upon receipt and approval of the Theme Statement, the organizer will assign a site for construction or exhibition space to the exhibitor in light of its formal application and other considerations. During the 2010 Shanghai World Expo, the National Halls for foreign countries will be allocated and arranged by the geographical locations of their continents of origin. There will be three types from which exhibitors can chose. However, the National Halls shall be temporary buildings: Type A: Exhibition halls designed and constructed independently by exhibitors; Type B: Independent exhibition halls constructed by the organizer and leased to exhibitors; Type C: Exhibition space in the joint exhibition halls provided free to developing countries. Type A: Exhibition halls designed and constructed independently by exhibitors The construction sites provided for governmental exhibitors are empty plots of land, provided free. Each basic unit at the construction site will be 500 square meters. A governmental exhibitor can apply for two to 12 units, i.e., an area ranging from 1,000 square meters to 6,000 square meters. The designed plot ratio for the exhibition hall (i.e., the ratio between the total ﬂoor area and the construction site) should not exceed 1:1. The organizer will discuss speciﬁc design plans separately with exhibitors who wish to increase the plot ratio. In principle, the height of self-constructed halls should not exceed 20 meters. The design of partitions shall be determined by the exhibitors according to their exhibition needs. The building coverage (i.e., the ratio between the construction area of the exhibition hall and the construction site) should be limited to 60–80%. The organizer will oﬃcially hand over the construction sites for independent exhibition halls to the exhibitors on November 1, 2007,

Background Information

85

while the exhibitors must submit their formal application documents for the construction site 30 months before the opening of the World Expo. The exhibitors must restore the sites to their original form and return them to the organizer by May 1, 2011. Type B: Independent exhibition halls constructed by the organizer and leased to exhibitors Exhibitors who do not wish to self-construct the exhibition halls can lease independent exhibition halls from the organizer. There are three kinds of halls from which exhibitors can choose: one unit (ﬂoor area of 500 square meters), two units (1,000 square meters), and four units (2,000 square meters). Exhibitors will also be allocated an outdoor public space equivalent to 8% of the ﬂoor areas of their leased exhibition halls. Exhibitors wishing to lease exhibition halls must submit formal application documents to the organizer 30 months before the World Expo opens on November 1, 2007. The organizer will hand over the leased halls to the exhibitors before May 1, 2009. Exhibitors must remove their exhibits by December 31, 2010, and return the halls to the organizer. Type C: Exhibition space in the joint exhibition halls provided free to developing countries As part of the preferential treatment for developing countries, the exhibition space in the joint halls built by the organizer will be provided free to developing countries. Each exhibition unit covers an exhibition area of 324 square meters. In principle, the organizer will provide only one exhibition unit for each developing country. However, each developing country can use up to two exhibition units, i.e., 648 square meters of indoor exhibition space. In the event that the exhibitor requires two exhibition units, a special application must be submitted. The organizer will consider the exhibition plan and the actual utilization of exhibition space by the exhibitors, before making the ﬁnal decision on whether to approve or reject the application. The organizer can also provide exhibitors with limited outdoor exhibition space. Exhibitors who wish to use Type C exhibition halls must submit formal application documents to the organizer 30 months before

86

SHANGHAI EXPO

the oﬃcial opening of the World Expo (i.e., before November 1, 2007). The organizer will provide exhibitors with exhibition space in the joint exhibition halls before May 1, 2009. Exhibitors must remove their exhibits by December 31, 2010, and return the space to the organizer. After the exhibition halls have been conﬁrmed, the next step is to conﬁrm the exhibition costs required for participating in the 2010 World Expo. The exhibition costs consist mainly of three parts: the costs of hall construction (or rental), exhibition decoration, and operation. The following cost estimations are based on the current expenditure situation in Shanghai. The cost of hall construction includes fees for construction, equipment installation, exterior decoration, secondary renovation, early stage management, design, construction supervision, and taxes. See Annex Exhibition Halls: Classiﬁcation, Floor Plans, and Cost Evaluation for the costs of construction of exhibition halls of various sizes. For the exhibition halls constructed by participating countries, the organizer will guarantee that infrastructure is provided prior to construction. The infrastructure includes road access, power, and water. In addition, the site will be leveled, old buildings and debris will also be removed (including foundations). Temporary water and power supply, certiﬁcates, as well as other conditions required by site construction, will also be provided. Prior to the completion of the construction work, the following will be made accessible: road, power, water, sewerage, communications, cable TV, and natural gas. The site should also be leveled. Basic data with regards to land property, general graph, topographical map, site location (red-line scope and positioning), site elevation, a detailed engineering geological prospecting report and weather data, as well as translations of relevant materials and electronic documents, will be provided free to exhibitors. The organizer will construct independent exhibition halls for leasing at a rate based on ﬂoor area. For exhibition halls with ﬂoor areas ranging from 500 to 1,000 square meters, the unit rental will be RMB 4,100 per square meter. For a ﬂoor area of 2,000 square

Background Information

87

meters, the rental will be RMB 3,900 per square meter. According to the regulations of the BIE and the practice of the past World Expos, BIE member countries will all enjoy a 15% rental discount, but this does not apply to non-member countries. The organizer will provide developing countries with free exhibition space in the joint exhibition halls. With regards to the leased halls and joint halls, the organizer guarantees that the civil construction, facility installation, renovation (note: no renovation will be carried out on inner and outer walls, meaning there will be no ceiling and the ﬂoor will be cement), and basic lighting will be completed by the time exhibitors begin decorating their exhibition halls. In addition, water, power, natural gas, TV, and telephone will be connected to the uniform interfaces of each exhibition space in the leased independent halls and joint halls. Cleaning up of both the inside and outside of the buildings will also be completed, and all facilities will be in good working order. Meanwhile, the organizer will provide exhibitors with basic data for free. They include data on hall locations, technical data of the exhibition halls, and the outdoor sites. The cost of exhibition hall decoration covers exhibition design and planning, software and ﬁlm production, internal erection, dismantling, and purchase of exhibition equipment, such as screens, projection equipment, supporting structures, TVs, and so on. According to preliminary estimations, the recommended exhibition cost for governmental exhibitors averages RMB 10,000 per square meter (US$1,200 per square meter). The operating cost includes fees for operating the exhibition halls, such as salaries, accommodation, food and beverages, energy, water supply, insurance, maintenance, transportation, oﬃce furniture, and facilities, as well as the expenses for various activities to be held during the World Expo. According to preliminary estimations, the recommended operating cost for governmental exhibitors will average RMB 8,500 per square meter (US$1,020 per square meter). According to the prevailing price levels in Shanghai as of August 2005, the following table can illustrate the basic price situation in Shanghai.

88

SHANGHAI EXPO Table 7.1 Price levels of Shanghai (as of August 2005) Item

Price (RMB)

Water

RMB 1.50/m3, and sewerage charge of RMB 1.40/m3 based on 90% of the water consumption.

Electricity

Power RMB 0.666/kwh; illumination RMB 0.777/kwh.

Natural gas

For new users, each household is charged RMB 730 for gas facilities with natural gas priced at RMB 2.10/ m3.

Public transport in city

Ordinary bus: single price of RMB 1 for ordinary bus going on the regular route of less than 13 km within the city, single price of RMB 1.50 for ordinary bus going on the regular route of more than 13 km, and single price of RMB 2 for air-conditioned bus.

Rail transport in city

Starting price of RMB 2 up to 6 km, RMB 3 for 16 km, and for distances more than 16 km, price will be progressive at RMB 1/6 km.

Taxis

Starting price of RMB 10 up to 3 km, RMB 2/km for subsequent distance up to 10 km, and RMB 3/km for mileage above 10km. During the time period of 11:00pm (inclusive of 11:00pm) to 5:00am next day, there will be a 30% supplementary charges.

Cargo transport vehicles

Starting price of RMB 18 for rental of 0.6 ton loadcarrying vehicle (for 5 km, as below), and RMB 2/km for the subsequent distance. Starting price of RMB 23 for rental of 0.9 ton load-carrying vehicle, and RMB 2.5/km for subsequent distance.

Fixed line

Basic monthly rental of RMB 35, domestic call at RMB 0.11/minute; international long-distance call at RMB 8.20/minute.

Mobile phone

Basic monthly fee of RMB 50/month, regional call at RMB 0.40/minute, roaming calls at RMB 0.60/minute.

Cable TV

Cable TV installation fee at RMB 500/terminal, program maintenance fee at RMB 16/terminal.

Star-rated hotels

Five-star RMB 970-1,600/room, four-star RMB 490– 970/room, and economy hotel RMB 150/bed.

Hotel-styled Apartment

(Inclusive of property management fee) two living rooms and one bedroom at RMB 19,500/month per suite; two bedrooms and two living rooms at RMB 22,000/month suite; three bedrooms and two living rooms at RMB 24,000/month per suite.

Background Information

89

Table 7.1 Price levels of Shanghai (as of August 2005) (continued) Item

Price (RMB)

Ordinary apartment

(Inclusive of property management fee) two living rooms and one bedroom at RMB 6,500/month per suite; two bedrooms and two living rooms at RMB 7,300/month per suite; three bedrooms and two living rooms at RMB 8,100/month per suite.

Security

General long-term business RMB 2,000/month per person. Special, short-term or foreign business shall be decided between both parties.

Interpretation

General interpretation RMB 800/day per person, simultaneous interpretation RMB 1,600/day per person.

Secretary

Secretary with undergraduate qualiﬁcation RMB 3,000/month per person, and RMB 5,000/day for an assistant secretary with more than two years of experience.

Note: The organizer will provide supplementary information and updates on the cost information in due course in the Guide for Exhibition Participation.

The organizer will also adopt a series of preferential measures to attract exhibitors. The Chinese government will formulate special policies in customs duties, domestic taxes, building, safety, and other relevant areas so as to provide convenience for exhibitors, as well as to protect their rights and interests. The Chinese government will abide by the regulations of the International Exposition Convention and the Custom Regulations on the Imports of Exhibitors at International Expositions to earnestly fulﬁll the commitments made during the bid for the World Expo. It will provide preferential treatment for the World Expo Organizing Committee, the Bureau of International Expositions, overseas exhibitors, and foreign workers in relation to custom taxes, commercial taxes, as well as foreignrelated taxes. The Chinese government has initially formulated preferential policies on customs and taxes. Governmental exhibitors who participate in the Shanghai World Expo will enjoy the following preferential treatments in customs taxes:

90

SHANGHAI EXPO

Exhibits and facilities that conform to the regulations of the Customs Annex will be treated as temporarily approved import goods. Goods that will be transported out of China at the end of the Shanghai World Expo will be exempted from customs duties and value added tax (VAT) on imports. Building materials and ﬁxed-installation facilities imported by exhibitors for the construction and decoration of exhibition halls in the World Expo Park will be exempted from customs duties and VAT on imports. Non-trade documents related to the Shanghai World Expo or to be used within the Expo Park, which are imported by exhibitors into Shanghai, such as publicity materials and design drawings that will not enter China’s domestic market and that are imported by exhibitors in reasonable quantity, will be exempted from customs duties and VAT on imports. National works of art, traditional foodstuﬀs, and other items that need to be imported by exhibitors for use in exhibition activities during the World Expo, in reasonable quantity and within the scope of total value, will be exempted from customs duties and VAT on imports. Governmental exhibitors and foreign workers who stay in the territory of China for not more than 183 days during the World Expo will be exempted from individual income tax on their wages and salaries. Governmental exhibitors will enjoy the following free services in the World Expo Park during the World Expo: Emergency services The cleaning and maintenance of public space and greenbelts, not including the area distributed to exhibitors as stipulated in the “Contract for Exhibition Participation” Signposts at the World Expo site Information services for visitors Safety services at the World Expo site Guiding services for those who have lost their way Lost and found Lighting for the World Expo site In hosting a grand event like the World Expo, volunteers play a vital part in the preparatory work. Volunteers for the 2010

Background Information

91

Shanghai World Expo are divided into two groups, namely volunteers who will assist in the preparation, and volunteers who will assist during the expo. The ﬁrst group of volunteers will be involved in publicity, promotion, environmental protection, organizing and designing activities during the expo preparation. Volunteers working during the expo will provide exposition services. During the World Expo, there will be approximately 30 types of positions requiring a large number of volunteers, including translators, receptionists, crowd controllers, medical ﬁrstaiders, transport assistants, supervisors and guides for good conduct and etiquette, information guides, tour guides, and shopping guides. On July 28, 2004, Zhou Yupeng, Director of the Bureau of Shanghai World Expo Coordination, declared that the bureau would recruit the ﬁrst batch of 20 volunteers. The basic requirements for volunteers are: having a passion for the World Expo projects and being willing to contribute to the 2010 World Expo; having a strong sense of responsibility and honor toward the job; possessing a strong learning ability; being ready to accept the guidance and assignment of the volunteer managing body; and abiding by regulations on expo volunteers. Currently, the focus is on recruiting volunteers to assist in the World Expo preparation. The large-scale recruitment of volunteers is scheduled to begin in 2007 and 2008. The Bureau of Shanghai World Expo Coordination will, depending on the progress of preparation and hosting of the World Expo, publish the number and positions of volunteers wanted. It will also establish a volunteer database to facilitate the matching of volunteers with jobs. Besides the recruitment work, the Bureau of Shanghai World Expo Coordination will also provide training for these volunteers. In February 2006, when Secretary-General Loscertales of the BIE paid a working visit to Shanghai, he devised volunteer training programs with the bureau. It is believed that volunteers will also be able to upgrade their own abilities while contributing their time and eﬀort to the World Expo. Two hundred countries and international organizations will participate in the 2010 World Expo, and there will be 70 million visitors during this half-year expo. Ten thousand volunteers will

92

SHANGHAI EXPO

be needed daily to work at about 30 posts. Based on an average service duration of two-weeks per volunteer, approximately 130,000 volunteers will be required. To ensure that there will be suﬃcient volunteers, plans have been made for 400,000 volunteers to undergo training. Since 2005, the city of Shanghai has been holding an annual World Expo English Contest for Shanghai Middle School Students. The ﬁnal winners, selected from more than 10,000 candidates, will be awarded certiﬁcates issued by the Bureau of Shanghai World Expo Coordination. It is hoped that through this competition, more volunteers for the World Expo can be obtained. The contest is targeted at middle school students in various districts and counties of Shanghai who are approximately 16 years of age at the time of writing this book and will be studying in colleges and universities by 2010. The rigorous selection and training they go through will help cultivate a mature team of volunteers. The process of volunteer recruitment is divided into three parts: preliminary selection at the beginning of every year, second round of competition in January and February, and the ﬁnals at the end of April. Tens of thousands of applicants have signed up for the competition. The contest will continue until 2010. Residents of Shanghai, as well as people from other provinces and cities, are also enthusiastic about volunteer work for the World Expo. Within ten days of the announcement of volunteer recruitment, 3,000 people were registered. People from Shanghai, from other provinces and cities, and even foreigners, as well as Chinese people residing in foreign countries, called in to enquire about the volunteer work. Shanghai primary school pupils have also taken the initiative to set up the World Expo Volunteers Club. A survey on the social participation of Shanghai youth reveals that 56.7% of students have been “actively registering and participating in the training.” Be it on stage or backstage, the hosting of the 2010 Shanghai World Expo cannot do without the painstaking eﬀorts and hard work of the organizer. With the joint eﬀorts of the government and the people, the World Expo will become recognized and applauded by people from all over the world.

Background Information

Annex

93

Exhibition Halls: Classiﬁcation, Floor Plans, and Cost Evaluation

Type A Exhibition Hall Exhibition halls designed and constructed by exhibitors Figure 7.1 Exhibition halls to be designed and constructed by exhibitors on a site of 2,000 square meters and a construction area of 2,000 square meters (assuming a plot ratio of 1) A plane sketch map of the ground ﬂoor of the building (unit: millimeter) Stair to 2nd ﬂoor

Boundary of exhibition site

Note: When the plot ratio is assumed to be 1, i.e., the exhibition hall construction area is equivalent to the land area allocated to the exhibitors, exhibitors will basically have the following two choices: (1) Design and construct a single story exhibition hall that covers the entire land area; (2) Design and construct a multi-story exhibition hall that covers part of the land area.

94

SHANGHAI EXPO

Figure 7.1 is an example of Option 2, as mentioned above. It is a plane layout of the ground ﬂoor of a multi-story exhibition hall, built on a land area of 2,000 square meters and a construction area of 2,000 square meters. Table 7.2 Construction cost evaluation for an exhibition hall as shown in Figure 7.1 Area

Building Cost

Square meters

RMB 10,000

Expense

Unit

Structure

2,000

320.00

1,600

yuan/ square meter

Architecture

2,000

40.00

200

Exterior surface decoration

2,000

240.00

1,200

Air conditioner

2,000

6.00

30

Overall heat source interface.

Electricity

2,000

20.00

100

Overall electric box and temporary lighting.

Water supply and drainage

2,000

6.00

30

Fire protection

2,000

44.00

220

Fire hydrant, spray and alarm system.

2,000

67.60

338

Preliminary calculated at 10% of the construction cost.

743.60

3,718

Exhibition Hall (construction area: 2,000 square meters) Exhibition Construction hall main body construction

Mechanical and engineering

Design & management expense

Subtotal (RMB 10,000)

Indicator Brief Description Steel structure for the main body and concrete structure in part. Doors, windows, and partitions in local parts. Curtain walls and building surface waterproof for some parts.

Temporary water supply and sewerage.

Background Information

95

Table 7.3 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.1

Exhibition Hall (construction area: 2,000 square meters) Exhibition costs

Area

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Brief Description

Design and management expense

2,000

165.00

825 yuan/ Preliminary square calculation of meter 10% of basic renovation and facilities, exhibition equipment, and hardware costs.

Basic renovation and facilities

Deluxe decoration

2,000

140.00

700

Floor coating, ceiling, interior ofﬁce partition, and renovation.

Air conditioner

2,000

90.00

450

Air conditioner box, air pipe, air outlet, and accessories.

Water supply and sewerage

2,000

20.00

100

Water supply, hot water, sewerage, and sanitary equipment.

Electric and weak electricity

2,000

100.00

500

Power and lighting, telephones, networks, and security system for exhibition halls.

Anteroom

2,000

300.00

Exhibition facilities and hardware

1,500 yuan/ Multimedia guide square system (including meter 32 touch screens and mainframes), lighting control, audio (inclusive of 16 loudspeakers and mainframes), video and audiovisual control equipment, (inclusive of two plasma TV sets, two sets of projectors, and mainframes).

96

SHANGHAI EXPO Table 7.3 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.1 (continued)

Exhibition Hall (construction area: 2,000 square meters)

Area

Building Cost

Square meters

RMB 10,000

Expense

Unit

Brief Description

Exhibition hall

760.00

3,800

Lighting control, audio and video system (inclusive of 16 plasma TV sets, two sets of projectors, and LEDs).

Cinema

240.00

1,200

Cinema lighting, lighting control, audio (standard conﬁguration for 5.1 channels), video equipment (high brightness projector).

Exhibition content production

2,000

160.00

800

Theme introduction lasting approximately 30 minutes.

Ofﬁce furniture and facilities

2,000

24.00

120

Desks and chairs, partition boards, cabinets, etc.

Dismantling expense

2,000

20.00

100

Dismantle to the original state.

2,019.00

10,095

Subtotal (RMB 10,000) Operation costs

Indicator

Management and technical personnel

15 persons

405.00

45,000 yuan/ month per person

Inclusive of wages and salaries (RMB 20,000/month per person), accommodation RMB 20,000/month per person), food and transportation (RMB 5,000/month per person), etc., expenses (RMB 45,000/month per person times six months), shift work.

Background Information

97

Table 7.3 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.1 (continued) Area

Building Cost

Square meters

RMB 10,000

Expense

Secretaries

4 persons

12.00

5,000

Inclusive of wages and salaries, and other expenses (RMB 5,000/month per person times six months), shift work.

Translators

4 persons

57.60

24,000

Inclusive of wages and salaries, and other expenses (RMB 24,000/month per person times six months), shift work.

Security guards and cleaners

2,000

360.00

Other management expenses

1

300.00

3,000,000 yuan/ item

Water and electricity, communication, and rubbish handling expenses, etc. (RMB 500,000/ month times six months).

Publicity and promotion

1

150.00

1,500,000 yuan/ item

Video and news communication, publicity handbooks, etc., expenses.

Maintenance expenses

1

120.00

1,200,000

Maintenance checks and parts replacement (RMB 200,000/month times six months).

Exhibition Hall (construction area: 2,000 square meters)

Indicator Unit

10 yuan/ square meter per day

Brief Description

Calculated according to RMB 10/square meters per day.

98

SHANGHAI EXPO Table 7.3 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.1 (continued)

Exhibition Hall (construction area: 2,000 square meters) Insurance

Building Cost

Square meters

RMB 10,000

Indicator Expense

Life insurance

1

10.00

100,000

Fire insurance

1

—

—

Property insurance

1

10.00

Subtotal (RMB 10,000) Total

Area

1,424.60 3,443.60

Unit

Brief Description Inclusive of employer’s liability insurance and public liability insurance. Included in property insurance.

100,000 yuan/item Overall building and exhibits insurance. 7,123

Background Information Figure 7.2

99

Exhibition halls to be designed and constructed by exhibitors on a site of 6,000 square meters and a construction area of 6,000 square meters (assuming plot ratio of 1)

A plane sketch map of the ground ﬂoor of the building (unit: millimeter) Stair to 2nd ﬂoor

Boundary of exhibition site

Note: When the plot ratio is assumed to be 1, i.e., the exhibition hall construction area is equivalent to the land area allocated to the exhibitors, exhibitors will basically have the following two choices: (1) Design and construct a single story exhibition hall that covers the entire land area; (2) Design and construct a multi-story exhibition hall that covers part of the land area. Figure 7.2 is an example of Option 2, as mentioned above. It is a plane layout of the ground ﬂoor of a multi-story exhibition hall, built on land area of 6,000 square meters and a construction area of 6,000 square meters.

100

SHANGHAI EXPO Table 7.4 Construction cost evaluation for an exhibition hall as shown in Figure 7.2 Area

Building Cost

Square meters

RMB 10,000

Expense

Structure

6,000

900.00

1,500

Architecture

6,000

120.00

200

Exterior surface decoration

6,000

720.00

1,200

Mechanical Air and electrical conditioner

6,000

18.00

30

Overall heat source interface.

Electricity

6,000

60.00

100

Overall electric box and temporary lighting.

Water supply and sewerage

6,000

18.00

30

Fire protection

6,000

132.00

220

Fire hydrant, spray, and alarm system.

Design and management expenses

6,000

196.80

328

Preliminary calculation at 10% of the building cost.

2,164.80

3,608

Exhibition Hall (construction area: 6,000 square meters) Exhibition Construction hall main body construction

Subtotal (RMB 10,000)

Indicator Unit

Brief Description

yuan/ Steel structure for square the main body and meter concrete structure in part. Doors, windows, and partitions for some parts. Curtain walls and building surface waterprooﬁng for some parts.

Temporary water supply and sewerage.

Background Information

101

Table 7.5 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.2 Area

Building Cost

Square meters

RMB 10,000

6,000

507.60

846

Deluxe decoration

6,000

300.00

500

Floor coating, ceiling, interior ofﬁce partition, and renovation.

Air conditioner

6,000

240.00

400

Air conditioner box, air pipe, air outlet, and accessories.

Water supply and sewerage

6,000

48.00

80

Water supply, hot water, sewerage, and sanitary equipment.

Electric and weak electricity

6,000

288.00

480

Power and lighting, telephones, networks, and security system for exhibition halls.

6,000

720.00

1,200

Exhibition Hall (construction area: 6,000 square meters) Exhibition Design and costs management expenses

Basic renovation and facilities

Exhibition Anteroom equipment and hardware

Indicator Expense

Unit yuan/ square meter

yuan/ square meter

Brief Description Preliminary calculation of 10% of basic renovation and facilities, exhibition equipment, and hardware costs.

Multimedia guide system (including 32 touch screens and mainframes), lighting control, audio (inclusive of 24 loudspeakers and mainframes), video and audiovisual control equipment (inclusive of four plasma TV sets, two projectors, and mainframes).

102

SHANGHAI EXPO Table 7.5 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.2 (continued)

Exhibition Hall (construction area: 6,000 square meters)

Area

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Brief Description

Exhibition hall

2,280.00

3,800

Lighting control, audio and video system (inclusive of 16 plasma TV sets, two sets of projectors, and four LEDs).

Cinema

1,200.00

2,000

Cinema lighting, lighting control, audio (digital audio), video equipment (high brightness projector).

Exhibition content production

6,000

240.00

400

Theme introduction lasting approximately 30 minutes plus two ten-minute theme introductions.

Ofﬁce furniture and facilities

6,000

60.00

100

Desks and chairs, partition boards, cabinets, etc.

Dismantling expense

6,000

60.00

100

Dismantle to the original state.

5,943.60

9,906

Subtotal (RMB 10,000)

Background Information

103

Table 7.5 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.2 (continued) Area

Building Cost

Square meters

RMB 10,000

50 persons

1,350.00

Secretaries

5 persons

15.00

5,000

Inclusive of wages and salaries, and other expenses (RMB 5,000/month per person times six months), shift work.

Translators

5 persons

72.00

24,000

Inclusive of wages and salaries, and other expenses (RMB 24,000/ month per person times six months), shift work.

Security guards and cleaners

6,000

Exhibition Hall (construction area: 6,000 square meters) Operation Management costs and technical personnel

1,080.00

Indicator Expense

Unit

45,000 yuan/ month per person

10 yuan/ square meter per day

Brief Description Inclusive of wages and salaries (RMB 20,000/month per person), accommodation (RMB 20,000/ month per person), food, and transportation (RMB 5,000/month per person), etc., (RMB 45,000/ month per person times six months), shift work.

Calculated according to RMB 10/square meters per day.

104

SHANGHAI EXPO Table 7.5 Exhibition and operation cost evaluation for the exhibition hall as ahown in Figure 7.2 (continued)

Exhibition Hall (construction area: 6,000 square meters)

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Brief Description

Other management expenses

1

840.00

8,400,000 yuan/ item

Water and electricity, communication, and rubbish handling expenses, etc., (RMB 1,400,000/month times six months).

Publicity and promotion

1

400.00

4,000,000 yuan/ item

Video and news communication, publicity handbooks, etc., expenses.

Maintenance expenses

1

300.00

3,000,000

Maintenance checks and parts replacement (RMB 500,000/month times six months).

Life insurance

1

20.00

200,000

Inclusive of employer’s liability insurance and public liability insurance.

Fire insurance

1

—

Property insurance

1

20.00

Insurance

Subtotal (RMB 10,000) Total

Area

4,097.00 9,943.00

— 200,000 yuan/ item 6,828

Included in property insurance. Overall building and exhibits insurance.

Background Information

105

Type B Exhibition Hall Independent exhibition halls constructed by the organizer and rented to exhibitors Figure 7.3 Exhibition halls constructed by the organizer and rented to exhibitors with a total construction area of 500 square meters A plane sketch map of the ground ﬂoor of the building (unit: millimeter)

106

SHANGHAI EXPO Table 7.6 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.3

Exhibition Hall (construction area: 500 square meters) Exhibition Design and costs management expense

Area

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Brief Description

500

46.00

920 yuan/ square meter

Preliminary calculation of 10% of basic renovation and facilities, exhibition equipment, and hardware costs.

Deluxe decoration

500

40.00

800

Floor coating, ceiling, interior ofﬁce partition, and renovation.

Air conditioner

500

22.00

440

Air conditioner box, air pipe, air outlet, and accessories.

Water supply and sewerage

500

6.50

130

Water supply, hot water, sewerage, and sanitary equipment.

Electric and weak electricity

500

21.50

430

Power and lighting, telephones, networks, and security system for exhibition halls.

Exhibition Anteroom equipment and hardware

500

140.00

Basic renovation and facilities

2,800 yuan/ square meter

Multimedia guide system (including 18 touch screens, and mainframes), lighting control, audio (inclusive of 8 loudspeakers and mainframes), video and audiovisual control equipment (inclusive of two plasma TV sets, one set of projector, and mainframe).

Background Information

107

Table 7.6 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.3 (continued)

Exhibition Hall (construction area: 500 square meters)

Area

Building Cost

Square meters

RMB 10,000

Indicator

Expense

Unit

Brief Description

Exhibition hall

500

90.00

1,800

Lighting control, audio and video system (inclusive of eight plasma TV sets, and two projectors.)

Cinema

500

140.00

2,800

Cinema lighting, lighting control, audio (standard conﬁguration for 5.1 channels), video equipment (high brightness projector).

Exhibition content production

500

40.00

800

Theme introduction lasting approximately ten minutes.

Ofﬁce furniture and facilities

500

6.50

130

Desks and chairs, partition boards, cabinets, etc.

Dismantling expense

500

5.00

100

Dismantle to the original state.

557.50

11,150

Subtotal (RMB 10,000)

108

SHANGHAI EXPO Table 7.6 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.3 (continued)

Exhibition Hall (construction area: 500 square meters) Operation Management costs and technical personnel

Area

Building Cost

Square meters

RMB 10,000

Indicator

Expense

Unit

45,000 yuan/ month per person

Brief Description

8 persons

216.00

Inclusive of wages and salaries (RMB 20,000month per person), accommodation (RMB 20,000/month per person), food, and transportation (RMB 5,000/month per person), etc., expenses (RMB 45,000/month per person times six months), shift work.

Secretaries

2 persons

6.00

5,000

Inclusive of wages and salaries, and other expenses (RMB 5,000/month per person times six months), shift work.

Translators

2 persons

28.80

24,000

Inclusive of wages and salaries, and other expenses (RMB 24,000/month per person times six months), shift work.

Background Information

109

Table 7.6 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.3 (continued)

Exhibition Hall (construction area: 500 square meters)

Area

Building Cost

Square meters

RMB 10,000

Indicator

Expense

Unit

Security guards and cleaners

500

90.00

Other management expenses

1

60.00

600,000 yuan/ item

Water and electricity, communication, and rubbish handling expenses, etc. (RMB 100,000/month times six months).

Publicity and promotion

1

40.00

400,000 yuan/ item

Video and news communication, publicity handbooks, etc., expenses.

Maintenance expense

1

24.00

240,000

Maintenance checks and parts replacement (RMB 40,000/month times six months).

1

2.00

20,000

Insurance

Life insurance

10 yuan/ square meter per day

Brief Description Calculated according to RMB 10/square meter per day.

Inclusive of employer’s liability insurance and public liability insurance.

110

SHANGHAI EXPO Table 7.6 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.3 (continued) Area

Building Cost

Square meters

RMB 10,000

Expense

Fire insurance

1

—

—

Property insurance

1

Exhibition Hall (construction area: 500 square meters)

Subtotal (RMB 10,000) Total

2.00 468.80 1,026.30

Indicator Unit

20,000 yuan/ item 9,376

Brief Description Included in property insurance. Overall building and exhibits insurance.

Background Information Figure 7.4 Exhibition halls constructed by the organizer and rented to exhibitors with a total construction area of 1,000 square meters A plane sketch map of the ground ﬂoor of the building (unit: millimeter)

111

112

SHANGHAI EXPO Table 7.7 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.4

Exhibition Hall (construction area: 1,000 square meters)

Area

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Brief Description

Exhibition Design and management costs expenses

1,000

86.20

862 yuan/ square meter

Preliminary calculation of 10% of basic renovation and facilities, exhibition equipment, and hardware costs.

Basic Deluxe renovation decoration and facilities

1,000

80.00

800

Floor coating, ceiling, interior ofﬁce partition, and renovation.

Air conditioner

1,000

43.00

430

Air conditioner box, air pipe, air outlet, and accessories.

Water supply and sewerage

1,000

12.00

120

Water supply, hot water, sewerage, and sanitary equipment.

Electric and weak electricity

1,000

42.00

420

Power and lighting, telephones, networks, and security system for exhibition halls.

Exhibition Anteroom facilities and hardware

1,000

195.00

1,950 yuan/ square meter

Multimedia guide system (including 32 touch screens and mainframes), lighting control, audio (inclusive of 12 loudspeakers and mainframes), video and audiovisual control equipment, (inclusive of two plasma TV sets, two projectors, and mainframes).

Exhibition hall

1,000

390.00

3,900

Lighting control, audio and video system (inclusive of 16 plasma TV sets, two projectors, and one set of LED).

Background Information

113

Table 7.7 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.4 (continued)

Exhibition Hall (construction area: 1,000 square meters) Cinema

Area

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Brief Description

1,000

100.00

1,000

Cinema lighting, lighting control, audio (standard conﬁguration for 5.1 channels), video equipment (high brightness projector).

Exhibition content production

1,000

80.00

800

Theme introduction lasting approximately ten minutes times two

Ofﬁce furniture and facilities

1,000

12.00

120

Desks and chairs, partition boards, cabinets, etc.

Dismantling expense

1,000

10.00

100

Dismantle to the original state.

1,050.20

10,502

Subtotal Operation Management costs and technical personnel

Secretaries

12 persons

324.00

3 persons

9.00

45,000 yuan/ month per person

5,000

Inclusive of wages and salaries (RMB 20,000/month per person), accommodation (RMB 20,000/month per person), food, and transportation (RMB 5,000 /month per person), etc., other expenses (RMB 45,000/month per person times six months), shift work. Inclusive of wages and salaries and other expenses (RMB 5,000/ month per person times six months), shift work.

114

SHANGHAI EXPO Table 7.7 Exhibition and operation cost evaluation for the exhibition hall as shown in Figure 7.4 (continued)

Exhibition Hall (construction area: 1,000 square meters)

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Brief Description

Translators

3 persons

43.20

Security guards and cleaners

1,000

180.00

Other management expenses

1

Publicity and promotion

1

80.00

800,000 yuan/item Video and news communication, publicity handbooks, etc., expenses.

Maintenance expenses

1

60.00

600,000

Maintenance checks and parts replacement (RMB 100,000/month times six months).

Life insurance

1

5.00

50,000

Inclusive of employer’s liability insurance and public liability insurance.

Fire insurance

1

—

Included in property insurance.

Property insurance

1

Insurance

Subtotal (RMB 10,000) Total

Area

24,000

Inclusive of wages and salaries, and other expenses (RMB 24,000/month per person times six months), shift work.

10 yuan/ Calculated according square to RMB 10/square meter per meters per day. day

150.00 1,500,000 yuan/item Water and electricity, communication, and rubbish handling expenses, etc. (RMB 250,000/month times six months).

— 5.00 856.20 1,906.40

50,000 yuan/item Overall building and exhibits insurance. 8,562

Background Information

115

Type C Exhibition Hall Exhibition space in the joint exhibition halls provided by the organizer to developing countries free of charge Figure 7.5

Exhibition space in the joint exhibition halls provided by the organizer to developing countries free of charge (area: 324 square meters)

A plane sketch map of the ground ﬂoor of the building (unit: millimeter) 18000

Service Space

18000

Multi-media center

Exhibition Space

116

SHANGHAI EXPO Table 7.8

Exhibition and operation cost evaluation

Exhibition Hall (actual exhibition area: 324 square meters) Exhibition costs

Area

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Description

Design and management expenses

324

21.74

671 yuan/ square meter

Preliminary calculation of 10% of basic renovation and facilities, exhibition equipment, and hardware costs.

Basic Set up renovation and facilities Electric and weak electricity

324

21.06

650

Interior ofﬁce partition and renovation.

324

8.42

260

Lighting, telephone, and network.

Exhibition Anteroom facilities and hardware

324

64.80

2,000

Lighting control, audio equipment (inclusive of four loudspeakers and mainframes), video and audiovisual control equipment (inclusive of two plasma TV sets, one projector, and mainframe).

Exhibition hall

51.84

1,600

Lighting control, audio and video system (inclusive of four plasma TV sets and one projector).

Multimedia center

71.28

2,200

Lighting control, audio (standard conﬁguration for 5.1 channels), and video equipment (high brightness projector).

25.92

800

Exhibition content production

324

Theme introduction lasting approximately ﬁve minutes.

Background Information Table 7.8

Exhibition and operation cost evaluation (continued)

Exhibition Hall (actual exhibition area: 324 square meters)

Area

Building Cost

Square meters

RMB 10,000

Expense

Indicator Unit

Description

Ofﬁce furniture and facilities

324

3.24

100

Desks and chairs, partition boards, cabinets, etc.

Dismantling expenses

324

1.62

50

Dismantle to the original state.

269.92

8,331

Subtotal Operation costs

117

Management and technical personnel

8 persons

216.00

45,000 yuan/ month per person

Expenses (RMB 45,000/month per person times six months) including wages and salaries (RMB 20,000/ month per person), accommodation (RMB 20,000/month per person), food, and transportation (RMB 5,000/month per person), shift work.

Secretaries

2 persons

6.00

5,000 yuan/ month person

Inclusive of wages and salaries and other expenses (RMB 5,000/month person times six months), shift work.

Translator

1 person

14.00

24,000 yuan/ month per person

Inclusive of wages and salaries, and other expenses (RMB 24,000/month per person times six months), shift work.

1

24.00

Other management expenses

240,000 yuan/ item

Water and electricity, communication, and rubbish handling fee (RMB 40,000/month times six months).

118

SHANGHAI EXPO Table 7.8

Exhibition and operation cost evaluation (continued)

Exhibition Hall (actual exhibition area: 324 square meters)

Building Cost

Square meters

RMB 10,000

Indicator Expense

Unit

Description

Publicity and promotion

1

20.00

200,000 yuan/ item

Video and news communication, publicity handbook, expenses.

Maintenance expenses

1

12.00

120,000 yuan/ item

Maintenance checks and parts replacement (RMB 20,000/month times six months).

Life insurance

1

1.00

10,000 yuan/ item

Inclusive of employer’s liability insurance and public liability insurance.

Fire insurance

1

—

Property insurance

1

1.00

Insurance

Subtotal (RMB 10,000) Total

Area

204.40 564.32

— 10,000 yuan/ item 5,888

Included in property insurance. Overall building and exhibits insurance.

PART THREE WORLD EXPO: BUSINESS OPPORTUNITIES AND DEVELOPMENT OF THE YANGTZE RIVER DELTA

CHAPTER

8

Exhibition Economy and Development of the Yangtze River Delta

A

s an integrated and highly interrelated sector of the trade in services that incorporates information communications, transportation, urban development, and tourism, exhibitions can create high-value economic value, provide extensive employment opportunities, and stimulate a rise in the social composite economic index. As an economic form that possesses basic industrial characteristics, it can therefore be referred to as an “exhibition economy” or “exhibition industry.” The exhibition industry is an economic phenomenon and activity aiming to realize direct or indirect economic and social beneﬁts through organizing all types of conferences and exhibitions. China’s exhibition economy is developing at an unprecedented, dynamic pace into a new force in the global exhibition industry, with an annual average growth of 20%. In 2003, the direct value of the exhibition industry amounted to RMB 8 billion. As an industry of low pollution and high yield, the exhibition industry is becoming one of China’s fastest growing service sectors, with great development potential and bright prospects. The Yangtze River Delta, with Shanghai as the head and Jiangsu and Zhejiang Provinces as the wings, is one of the most developed areas in China. Almost 6% of China’s population and nearly 22% of the total GDP are concentrated in this area, which accounts for only 1% of the total land area of China. Surveys show that the top ten cities with the

122

SHANGHAI EXPO

most favorable investment environment are located in the Yangtze River Delta region. Therefore, the exhibition industry is closely linked with the development of the Yangtze River Delta.

1. The Fast-Growing Yangtze River Delta The so-called “China Yangtze River Delta” of the exhibition industry includes Zhejiang and Jiangsu, as well as the lower reaches of the Yangtze River under the jurisdiction of the two provinces and Shanghai city. Sixteen large- and medium-sized cities, such as Shanghai, Nanjing, Ningbo, Suzhou, Hangzhou, Taizhou, and Nantong, are located in this region and separated into blocks. The link between city agglomerate to individual cities can be likened to the relationship between “networks and knots.” Every city is in an equal position and has complementary functions. Amidst competition and cooperation, all the cities in the region have reached a win-win outcome, thus forming a unique city agglomerate. The Yangtze River Delta metropolis circle, made up of these cities, is linked to the Beijing-Tianjin-Hebei metropolis circle and the Pearl River Delta metropolis circle, and has been listed as one of the three largest metropolis circles in China. It is also referred to as “the world’s sixth largest city agglomerate.” The economic position of the Yangtze River Delta region has always been ranked among the top in China and is widely recognized as the most populous, most developed, and best-oﬀ region in China. Where GDP is concerned, the ratio of its primary, secondary, and tertiary industries are 5.9: 51.8: 42.3 respectively. According to A Review of Economic Operation and Development in Three Metropolitan Economic Circles in 2005 issued by the National Development and Reform Commission in 2006, the local revenue of the three metropolis circles accounted for almost 40% of the national revenue, and the Yangtze River Delta alone accounted for 21%. In 2005, there was a 9.9% increase in the GDP of China, which amounted to RMB 18.232 trillion, and the realized regional GDP of the 16 cities in the Yangtze River Delta region exceeded RMB 4,000 billion. Based on their total GDP, the 16 cities have already formed four phalanxes. Shanghai is the ﬁrst phalanx, with

Exhibition Economy and Development of the Yangtze River Delta 123

its GDP exceeding RMB 910 billion; Suzhou, Hangzhou, Wuxi, Ningbo, and Nanjing constitute the second phalanx, with its total GDP exceeding RMB 200 billion; the third phalanx is made up of ﬁve cities—Nantong, Shaoxing, Changzhou, Taizhou, and Jiaxing— with its total GDP exceeding RMB 100 billion; the fourth phalanx consists of Yangzhou, Zhenjiang, Taizhou, Huzhou, and Zhoushan, with its total GDP below RMB 100 billion. Since 2006, the economic growth of the 16 cities in the Yangtze River Delta has progressed rapidly, and their industrial structure has also improved. According to the statistical data released by the Shanghai Statistics Bureau, in the ﬁrst quarter of 2006, the economic growth of the 16 cities in the Yangtze River Delta remained rapid, with accelerating growth rates above the national average. The GDP of the 16 cities has reached RMB 853.56 billion, accounting for 19.7% of the national GDP. Among the cities, Shanghai’s GDP ranked ﬁrst, amounting to RMB 229.672 billion, followed by Suzhou (RMB 108.83 billion), Wuxi (RMB 72.45 billion), Hangzhou (RMB 67.3 billion), Nanjing (RMB 60.59 billion), and Ningbo (RMB 59.34 billion). With respect to economic growth, the GDPs of 15 cities, except Jiaxing, have increased to diﬀerent extents on a year-on-year basis, with 11 cities seeing a more than 15% growth in GDP. The average GDP growth of the 16 cities reached 15.1%, representing a rise of 0.9% compared with the same period in the previous year, and 4.9% higher than the national average, thus maintaining its position as the key economic growth pole of the country. An analysis based on region indicates that the GDP growth in Jiangsu Province is the fastest, with the average economic growth rate of its eight cities reaching 15.5%. The average growth in GDP for the seven cities in Zhejiang Province is 14.9%, and that for Shanghai is 12.3%. The Yangtze River Delta has witnessed a gathering momentum in its industrial restructuring and new progress in the development of the service sector. In the ﬁrst quarter of 2006, the added value of the primary, secondary, and tertiary industries in the 16 cities of the Yangtze River Delta were RMB 23.17 billion, RMB 469 billion, and RMB 361.4 billion respectively, up 2.9%, 17.7%, and 13.5% over the same period in the previous year. The ratio of the three industries is 2.7: 54.9: 42.3 respectively. Compared to the previous

124

SHANGHAI EXPO

year, there was a drop of 2.2% in the secondary industry, and an increase of 2.8% in the tertiary industry. Among the 16 cities, eight have seen an increased proportion of the added value of the tertiary industry on a year-on-year basis. There are ﬁve cities with the proportion of their tertiary industry exceeding 40%: Zhoushan (58.5%), Shanghai (52.6%), Nanjing (48.4%), Taizhou (43.6%), and Hangzhou (42.5%). Looking at this aspect by region, the growth in the proportion of the tertiary industry in Shanghai is the largest, followed by the seven cities in Zhejiang, with an average of 40.7%, and the eight cities in Jiangsu, with an average of 37.2%. Therefore, one can conclude that the economy of the Yangtze River Delta is developing quickly and steadily, and the industrial structure is continually optimized.

2. Exhibition Economy as a Driver of Regional Economic Development The Yangtze River Delta enjoys a unique advantage in developing the exhibition industry. Several prerequisites are necessary for the development of the exhibition industry: ﬁrstly, the manufacturing industry must be developed and have an obvious industrial advantage; secondly, economic and trade activities must be frequent and the market ﬂourishing; thirdly, the urban function and facilities must be complete, and transportation convenient; lastly, there must be a comprehensive availability of exhibition halls and supporting facilities. According to incomplete statistics, approximately 60 cities in China have been designated to focus on the development of the exhibition industry. However, many cities have neglected the prerequisites for developing the exhibition industry, resulting in erroneous policy decisions and serious waste of resources. At present, the total area of exhibition halls in China ranks second in the world, however, the utilization rate remains below 20%. As the central city of the Yangtze River Delta region, Shanghai will become an international economic, trade, ﬁnancial, and shipping center as approved by the Central Government. This strategic position is in line with the prerequisites for the development of the exhibition industry and will eventually bring about a large

Exhibition Economy and Development of the Yangtze River Delta 125

inﬂux of information, material, people, and capital, enhancing Shanghai’s urban service capability and attracting more worldfamous exhibitions to Shanghai. According to statistics from the Shanghai Convention and Exhibition Industries Association, 276 international exposition projects were held in Shanghai in 2005. Compared to 2004, there was a reduction of 2.8%, however, the total exhibition area increased to 3.76 million square meters, a growth of 22.8% from 2004. There were 105 international expositions held, the exhibition area of which exceeded 10,000 square meters, accounting for 38% of the total exhibition area. Amongst them were 15 supersized international expositions with exhibition areas exceeding 50,000 square meters. A total of 176,000 exhibitors participated in the expositions, including 42,000 overseas exhibitors. The total number of visitors reached 7,600,000, including overseas visitors numbering 455,000, bringing about high visitorship for thousands of interrelated conferences. As a result, the exhibition industry has been substantially enhanced in terms of internationalization, scale, branding, and professionalization. This means that Shanghai’s exhibition industry has improved in both quality and scale. Shanghai, as the central city of the Yangtze River Delta region, enjoys obvious advantages in its machinery, chemical, automobile, shipbuilding, and other manufacturing industries. It is supported by the electronics and apparel industrial bases in Jiangsu and Zhejiang provinces, coupled with the advantage of the coastal ports on its eastern coast. Through the integration of all the above industrial resources, the industrial structure in the Yangtze River Delta region will be further optimized, thus bringing about a bright future for the regional economy. The exhibition economy has become an indispensable element in the development of the whole region, acting as an internal driving force in the regional economy. It has also given prominence to the important role of the exhibition industry during the industrialization, marketization, and social transformation of the Yangtze River Delta region. Experts have pointed out that as the 2010 Shanghai World Expo approaches, and with the great radiating power of Shanghai, an urban exhibition agglomerate will soon appear in the Yangtze River Delta.

126

SHANGHAI EXPO

First, the exhibition industry will bring direct economic beneﬁts to the region. A framework has basically taken shape in China’s exhibition industry, which comprises three exhibition industrial belts—one in the eastern region, one in the middle and western regions, where the regional exhibition cities are, and one at the border trade exhibition industrial belts in the northeast. The three exhibition industrial belts are the Beijing-Tianjin-North China exhibition industrial belt, with Beijing as the center, the Yangtze River Delta-East China exhibition industrial belt, with Shanghai as the center, and the Pearl River Delta exhibition industrial belt, with Guangzhou and Hong Kong as the center. In the Yangtze River Delta region, large-scale world-class exhibition halls with innovative designs are being constructed in cities such as Nanjing, Hangzhou, Ningbo, Suzhou, Yangzhou, Yiwu, Taizhou, Yuyao, and Kunshan. Taking Suzhou as an example, a total investment of RMB 2.2 billion has been put into the building of the Suzhou International Expo Center. Construction of this exposition center began in September 2003, and upon completion it will become the second-largest exhibition hall in China, after the Guangzhou International Convention and Exhibition Center, with a land area of 120,000 square meters. Yuyao in Zhejiang Province has also invested a large amount in its exhibition sector, of which its China Plastics International Expo Center has an exhibition area of 40,000 square meters. In recent years, all the cities in the Yangtze River Delta region are beginning to regard the exhibition industry as a promising one. Statistics show that an average of one exhibition or convention is held in Nanjing every ﬁve days. The number of exhibition enterprises in Hangzhou has increased from just a few to over 100, and more than 100 exhibitions are held there annually. There have been improvements in both scale and quality for some well-known exhibitions, including the West Lake Expo in Hangzhou, eMEX in Suzhou, the International Medium and Small Enterprises Expo in Changzhou, the China International Fashion Trading Fair in Ningbo, the Zhejiang Investment and Trade Symposium, the Electronic InfoComm Expo in Suzhou, and the China Yiwu International Commodities Fair.

Exhibition Economy and Development of the Yangtze River Delta 127

The exhibition industry itself has brought considerable direct economic beneﬁts to the region. The exhibition economy has generally been regarded as a high-yield and high-proﬁt economic model, with proﬁts approximating above 20–25%. As the driving force of the Yangtze River Delta, as well as a rapidly rising Asia exhibition capital, Shanghai has become a strong engine for China’s exhibition industry. According to a survey, 2,467 exhibitions were held nationwide in 2004. The ﬁve provinces or cities which held the most exhibitions were Beijing, Shanghai, Guangdong, Jiangsu, and Sichuan respectively. Shanghai and Jiangsu from the Yangtze River Delta ranked second and fourth respectively, and Zhejiang ranked seventh. Exhibitions held in these two provinces and one city totaled 686, accounting for 27.8% of the national total. Table 8.1 Exhibitions held in some of China’s provinces and cities in 2004 Province or city

Number of exhibitions held

Beijing

489

Shanghai

406

Guangdong

242

Jiangsu

161

Sichuan

150

Hubei

140

Zhejiang

119

Liaoning

115

Fujian

99

Shandong

94

However, problems still existed in the exhibition industry. A survey conducted by the Hangzhou Convention and Exhibition Oﬃce showed that among the 100 exhibition enterprises in Hangzhou in 2004, no more than 40 companies were capable of

128

SHANGHAI EXPO

independently holding exhibitions. In fact, there were some longestablished companies which had never held an exhibition before. Among the exhibitions held by the companies, those with over 500 booths in the exhibition made up 10% of the total, and more than half of the exhibitions held had less than 200 booths. Such a phenomenon was common, not only in the exhibition industry in Hangzhou, but also in the entire Yangtze River Delta region, indicating that the exhibition industry in the region still remains in the preliminary stage of being “small, dispersed, and disorderly.” Local governments in the Yangtze River Delta have actively responded to this situation. For example, Shanghai has taken the lead in making laws and regulations for the exhibition industry. The Shanghai Administrative Measures on the Exhibition Sector, the ﬁrst law in China targeting the regulation of the exhibition industry, went into eﬀect on May 1, 2005. These administrative measures aimed to tackle such problems in the exhibition industry as a glut of smallscale companies, irregular approval procedures, and infringements of intellectual property rights. Second, the exhibition industry will play a leading role in promoting the development of other industries, by continuously enhancing its brand value. The driving coeﬃcient of exhibitions for the regional economy is generally between 1:7 and 1:9, hence the development of an exhibition economy in a region can exert a huge positive eﬀect on the local economy. It is estimated that nearly 100 employment opportunities are created with every increase of 1,000 square meters of exhibition area. In addition, not only can the exhibition economy itself bring about huge economic beneﬁts, it can also promote development in relevant industries, such as transportation, tourism, catering, communications, and advertising. According to another estimation made by Shanghai city, the relevant economic beneﬁts brought by Shanghai’s exhibition industry are enormous, with a direct input-output ratio of 1:6, and an indirect ratio of 1:9, which has an obvious pull eﬀect on Shanghai’s GDP. Taking the 1999 Fortune Global Forum—Shanghai Annual Meeting as an example, the event lasted only three days, but revenue for

Exhibition Economy and Development of the Yangtze River Delta 129

hotels alone amounted to millions of US dollars. The revenue made in other industries was also quite considerable. A well-regulated and mature exhibition industry will be able to stimulate the development of related sectors in the city or region, such as tourism, catering, transportation, and real estate, thus greatly enhancing the region’s economic strength, producing an industrial ripple eﬀect. Amongst the various industries, tourism beneﬁts most from the exhibition industry. A comprehensive review of global tourism reveals the importance of highlighting the role of the central cities, maintaining inter-regional relations, focusing on key tourism projects, and matching reasonably the scenic spots of neighboring cities. The exhibition industry can bring a large inﬂux of people and visitors. Shanghai also has a strong complementary relationship with the Yangtze River Delta region in tourism. Through resource integration and interaction in tourism, the exhibition industry will eventually enable the Yangtze River Delta to create a Yangtze River Delta tourism brand. The so-called ripple eﬀect of the exhibition industry means that any changes in the industry will cause corresponding changes Figure 8.1

The ripple eﬀect of the exhibition industry

Ripple effect of the exhibition sector

Exhibition industry

130

SHANGHAI EXPO

to those sectors which have a direct relationship with it, in turn resulting in further changes in other related sectors. This impact will be passed on at a weakening level. Because of the ripple eﬀect, the exhibition industry will bring both considerable economic beneﬁts and immeasurable social beneﬁts to host cities. As the source of the ripple, the exhibition industry plays an important role in promoting the development of relevant industries, boosting urban employment, and promoting the development of domestic and foreign trade. For this reason, since the mid-1990s, many cities in China have regarded the exhibition industry as their pillar industry, ushering in a period of rapid development for the exhibition industry in China. Third, the development of the exhibition industry will further promote the integration of the Yangtze River Delta region. The development of the exhibition industry will deepen the economic cooperation among the cities in the Yangtze River Delta region. The hosting of the Shanghai World Expo will deﬁnitely create a World Expo Circle in the Yangtze River Delta. The ﬂow of tourists and other eﬀects brought by the World Expo will integrate the economies in the Yangtze River Delta region. Through a series of multi-win collaborations, the cooperation among the cities will be deepened, accelerating the construction of the city agglomerate in the Yangtze River Delta. All the cities in the Yangtze River Delta have decided to become seamlessly integrated with Shanghai in an eﬀort to take advantage of the powerful radiation force from Shanghai. In view of this, the leaders of Jiangsu, Zhejiang, and Shanghai prioritized the establishment of a Yangtze River Delta cooperation mechanism in the 11th Five-Year Plan period. At present, the Yangtze River Delta city agglomerate, with Shanghai as the center, has already taken shape and won worldwide recognition for its mixture of large-, medium- and small-sized cities. There are large-sized cities, like Shanghai, Nanjing, Hangzhou, and Ningbo, medium-sized cities, like Suzhou, Wuxi, and Yangzhou, as well as a large number of small-sized cities. In the course of spearheading the modernization of China, the cities in the region have strengthened economic interaction and cooperation, taken advantage of each other’s

Exhibition Economy and Development of the Yangtze River Delta 131

strengths, and cooperated closely in industry, commerce, ﬁnance, tourism, property rights market, and ecology. Shanghai has entered an all-dimensional, multi-tiered, and broad-based cooperation with other cities in the Yangtze River Delta region. For instance, more than half of Shanghai’s investment projects outside the city go to the Yangtze River Delta region. A large part of Shanghai’s export products come from Jiangsu and Zhejiang provinces. The role of Shanghai as a trade transit hub is being increasingly enhanced. A complementary and inseparable tie has been forged between Shanghai and other cities in the Yangtze River Delta. Enhancing Shanghai’s function as a city hub, as a window, as well as a distribution center, has greatly stimulated the information communication, technological cooperation, trade, personnel exchanges, and cultural exchanges between nations and regions. This has in turn exerted direct radiation and pull eﬀects on the entire Yangtze River Delta. A Yangtze River Delta city agglomerate with Shanghai as the core is rapidly rising to become an exhibition city agglomerate, one similar to Germany’s exhibition city agglomerate comprising Munich, Frankfurt, Dusseldorf, and Cologne. Strengthening regional cooperation has become the major trend in the current international economy. The integration of the regional economy is also playing an increasingly prominent role in the development of the world economy and becoming an important force in the process of globalization. Now there are several famous “city circles” or “metropolis circles” in the world, such as New York, Paris, Tokyo, and London. It is widely believed that in the near future, a new world-class city agglomerate will take shape in the Yangtze River Delta. In the next ﬁve to ten years, by taking the exhibition industry as an impetus industry, the exhibition city agglomerate in the Yangtze River Delta region will push its overall development of the regional economy to a higher level. Fourth, the development of the exhibition industry will promote the upgrading of regional industrial structure. In 2005, the actual amount of foreign capital absorbed by the Yangtze River Delta area remained at the top of China’s three large economic regions. However the growth rate has declined distinctly, with an

132

SHANGHAI EXPO

increase of 8.83% over the previous year, due to the following factor: the rapid growth of most areas in the Yangtze River Delta is a result of heavy reliance on foreign-funded enterprises, which has hindered the development of local companies. The proportion of the tertiary industry in the Yangtze River Delta economic region is lower than that for the Pearl River Delta and the Beijing-Tianjin-Hebei region. Despite the rapid growth of the tertiary industry in many cities in the Yangtze River Delta in 2005, the Jiangsu and Zhejiang provinces still remain at the stage where rapid industrialization and fast-growing secondary industry have curbed the development of the tertiary industry. In addition, the lack of innovation is also a bottleneck preventing the upgrading of the industrial structure of the Yangtze River Delta. Development of the exhibition industry can promote economic cooperation, stimulate the tertiary industry, optimize industrial structure, and improve the eﬃciency of resource allocation. Through exhibition, information about the market, technology, and products can be extensively exchanged. The pull eﬀect that the exhibition industry has on the tertiary industry is especially distinct. The exhibition economy involves a wide range of industries such as services, transportation, tourism, advertising, decoration, border inspection, customs, real estate, restaurant, communications, as well as the hotel industry. Therefore, not only will it be able to cultivate new industrial clusters, it will also directly or indirectly promote the development of a series of relevant industries, most of which are from the tertiary industry. Speciﬁcally, the gathering and diﬀusing functions that the exhibition industry has are important elements necessary for the upgrading of the regional industrial structure. The assembling eﬀect can expand the scale of the market and enhance cooperation and collaboration through the gathering of economic factors in the region. In particular, when the exhibition industry moves from China to the international arena, it will not only broaden the scope of the regional market and enhance its reputation, it will also strengthen international specialization and increase economic strength. On the other hand, the diﬀusing eﬀect can encourage specialized production and exchange based on comparative cost, and hence increase the total output by tangible diﬀusion of information

Exhibition Economy and Development of the Yangtze River Delta 133

and services, as well as intangible diﬀusing of technology, culture, and concepts. Through exhibition and exchange of new technology, concepts, and even new systems, the exhibition industry will serve as the driving force for the continuous development of the regional economy. Fifth, the social beneﬁts of the exhibition industry will further promote the overall development of the whole region. Indeed, the economic beneﬁts that the exhibition industry brings are considerable, but the social beneﬁts arising from it should not be neglected. Firstly, it can increase employment. The exhibition industry is part of the service industry, which can provide a wealth of employment opportunities. The exhibition itself will create directly or indirectly vast employment opportunities. Secondly, the exhibition industry will be able to drive urban infrastructure construction. For instance, in the 1999 Kunming International Horticultural Exposition, the investment on the 218 hectares of exhibition halls and other relevant projects exceeded RMB 21.6 billion. This accelerated the urban construction of Kunming at least ten years ahead of plan. As part of the preparation for the APEC meeting in 2001, the tourism, commerce, and transportation facilities of Shanghai, as well as other facilities, were developed at a rapid pace. All the mobile communication blind spots in four-star hotels and above were removed, and Internet access was made available to 3,000 journalists from both inside and outside China at any one time. Seizing the APEC opportunity, the Shanghai Municipal Government performed an unprecedented “urban cosmetic surgery.” The total area of landscape and roads rebuilt or repaired covered more than three million square meters. Specialized repairs were also carried out on more than 100 roads. Thirdly, the exhibition industry can enhance the city’s reputation and competitiveness. International expositions serve as vibrant and unique advertisements for cities, displaying to all the exhibitors, traders, and visitors from around the world the scientiﬁc and technological level and economic strength of a nation or a region. At the same time, the charm of the host city will be presented, its sphere of inﬂuence and worldwide reputation will be enhanced, and its competitiveness increased. The exhibition

134

SHANGHAI EXPO

industry plays an active role in the rebuilding of cities and the reshaping of the urban image.

3. The Pull Eﬀect of the World Expo on the Development of the Yangtze River Delta The World Expo economy generally comprises three parts. The ﬁrst part includes a series of economic activities initiated by the host city in preparation for the event, as well as its signiﬁcant impact on the surrounding area. The second part comprises all the economic activities carried out to develop the World Expo resources. The third part refers to the relevant economic activities aimed to develop the regional economy, and to realize the integration and uniﬁcation of the regional economy. All past World Expos have had a signiﬁcant impact on the development of the neighboring economies. For instance, in 1998, Portugal held the World Expo on a deserted coastland in Lisbon. Today, this region (including Lisbon) has become a business center. In 1992, Spain held the World Expo in Seville. This city quickly grew into a tourist city. In 1988, Australia held the World Expo on the two sides of the Brisbane River, and subsequently this area became a leisure and entertainment center. In 1970, Japan held the World Expo in Osaka for the ﬁrst time. After the expo, a Kansei economic belt took shape, bringing about ten years of prosperity and development to Japan. The 2010 Shanghai World Expo will be a catalyst for the integration of the Yangtze River Delta region. It will attract more foreign investment to this region. In preparation for the expo, Shanghai has carried out full-range building work in Shanghai city. Signiﬁcant eﬀort has also been put into upgrading its function as an economic, ﬁnancial, trade, and shipping center. All these will eﬀectively optimize the development of the Yangtze River Delta region, improve the standard of living in this area, as well as enhance its competitiveness. The inner ripple eﬀect radius of the 2010 Shanghai World Expo covers the Suzhou, Wuxi, and Changzhou area, as well as the Hangzhou, Jiaxing, and Huzhou area. The external ripple

Exhibition Economy and Development of the Yangtze River Delta 135

eﬀect extends to the region in the middle and upper reaches of the Yangtze River. The ripple eﬀect of the World Expo is strongest in the area 200–300 kilometers from the core, or within a threehour transportation radius. For example, Hangzhou, an important city in the region, fully understands the opportunity of cooperation with Shanghai in connection with the World Expo. In April 2006, Shanghai and Hangzhou signed a Framework Agreement on Deepening Cooperation and Communication between Shanghai and Hangzhou. In order to be well prepared for the World Expo, Hangzhou has also published a plan titled “Integrating into Shanghai and Developing the World Expo Economy.” Once the Shanghai– Hangzhou Maglev Line is put into operation, Hangzhou will most likely become the city to relieve the accommodation pressure on Shanghai and reap notable beneﬁts in the process. Cities in the Yangtze River Delta, such as Shanghai, Nanjing, Hangzhou, and Ningbo, have all hosted important international conferences or exhibitions and played key roles in China’s exhibition economy. As the host city of the World Expo, Shanghai, with its unique advantageous resources, will soon become the center of the exhibition economy in the Yangtze River Delta. With the Shanghai World Expo, the entire Yangtze River Delta will become even better known to the world, propelling the city agglomerate to become another new Asian exhibition center. With its solid economic foundation and developed industry, the Yangtze River Delta is pushing its exhibition economy into high gear. A mature exhibition economy with regional characteristics will deﬁnitely enable all the cities in the Yangtze River Delta to beneﬁt from it and enjoy harmonious development.

CHAPTER

9

Commercialized Operation Plan

T

he many successful World Expositions held in the past serve as good references for the Shanghai World Expo. As an important international event, not only will the World Expo eﬀectively promote economic development and improve people’s living conditions in the hosting and neighboring areas, it will at the same time stimulate the development of related industries. The 1970 Osaka World Expo was the ﬁrst expo ever held in Asia, and also the most successful expo ever held in the world. In fact, the eﬀect of that expo continues to be felt even today. In preparation for the World Expo, the Japanese government allocated a huge sum of money for the building of exhibition halls and auxiliary facilities. Major reconstruction projects were also carried out on transportation, accommodation, parks, urban sewerage systems, and watercourses. Priority was given to transportation. The government rebuilt the Tokyo–Osaka highway and expanded the airport. Tens of kilometers of railways connecting the expo area with the downtown area were also built, facilitating the visiting and dispersing of visitors. All in all, the total investment that Japan made in hall construction and other relevant areas amounted to 3.3 trillion yen, far exceeding the 2.7 trillion yen spent on the 1964 Tokyo Olympics. This World Expo greatly promoted the construction work in Osaka, speciﬁcally in the areas of transportation, high-grade apartments, commercial facilities, tourist locations, and places for cultural exchanges. It also promoted the formation of the city agglomerate in the Osaka-

138

SHANGHAI EXPO

centered Kansei economic belt, exerting great inﬂuence on the development and the overall layout of Japan’s economy. After the conclusion of the Osaka World Expo, followed by ten years of eﬀort, the former expo site was rebuilt into a large, green World Expo Park. Various types of museums and science and technology centers are located in the park, the former auxiliary areas, such as parking lots, have been transformed into facilities like amusement parks and hot springs. The park has now become one of the main scenic spots in Osaka. In addition, due to the availability of convenient transportation and extensive facilities, the real estate in the surrounding areas also ﬂourished. The area has become a serene and tranquil residential suburb of Osaka. In 2000, the Hanover World Expo created 30,000 employment opportunities in Germany. It also enhanced Germany’s international reputation, improved its investment environment, and boosted consumer demand. There was also an upgrading of infrastructure, such as urban construction and transportation in the host city, which further improved Germany’s international image. In Hanover, economic and ecological factors were taken into account from the beginning in planning most of the expo-related investments and projects, as well as the post-expo utilization of the projects. For instance, the commercial exhibition spaces were restructured and modernized, enhancing the city’s position as a leading commercial exhibition center. Emphasis was placed on the use of information technology during the development of the Hanover World Expo Park commercial area. The development of the Moenchsberg new district resolved the housing problem which had been plaguing 3,000 residents residing near the expo site. Regional express transportation networks were constructed and an urban light railway was extended. The greater Hanover district was named the Garden Urban District embodying a new concept in city landscape. Data show that these projects, which were implemented to provide services for the World Expo, enhanced Hanover’s potential as a commercial area and increased its appeal for commercial activities in the city and region. Such a driving force continued even after the expo, resulting in the springing up of a large number of grand, commercial buildings between 2001 and 2002.

Commercialized Operation Plan

139

Business opportunities from the 2010 Shanghai World Expo can generally be divided into three categories. First, the hosting of the World Expo will directly initiate various construction and operational activities. Second, the World Expo brand management will generate related economic activities. Finally, economic activities jointly carried out by the host city and its neighboring cities will improve the regional environment, promote the construction of comprehensive auxiliary facilities in the region, and the integration of the regional economy. Total investment in the main project of the World Expo is estimated to be RMB 18 billion. There are three main methods and channels for fundraising: a fund jointly invested by the Central Government and the Shanghai Municipal Government, totaling RMB 7.15 billion, accounting for 40% of the total investment; the World Expo Bond, valued at RMB 8 billion, accounting for 44% of the total investment. The rest of the RMB 2.85 billion will be raised though various ﬁnancing channels, including project ﬁnance, bank loans, and so on. The operation expenditure of the World Expo is estimated to be RMB 10.68 billion, including the amount spent on park maintenance, large-scale activities (opening and closing ceremonies, exhibition hall day, and conferences), advertising, publicity and marketing, both inside and outside China, safety (including emergencies), administration and management, insurance, and ticket concessions. The above-mentioned operation funds shall be raised through ticket sales, sponsor revenue, license royalties, and so on. The 2010 Shanghai World Expo Market Development Plan is an important part of the preparation for the World Expo, and also one of the main channels through which enterprises and citizens are encouraged to participate directly in the World Expo. The market development plan has been formulated on the basis of the China 2010 Shanghai World Expo Initiative Framework and Registration Report, drawing upon the commercialized operational experiences from previous World Expos and other large-scale international activities like the Olympics, and taking into consideration the foundation, the opportunities, and the scale of the actual situation of the World Expo. It is a guiding document for the successful implementation and accomplishment of market development.

140

SHANGHAI EXPO

As a grand event for cities worldwide, the Shanghai World Expo has designed special platforms for both domestic and overseas enterprises, so that enterprises of diﬀerent scales and from various ﬁelds can ﬁnd the appropriate ways of participation via a fair and open channel. The impact and social contribution of the Shanghai World Expo in the next ﬁve years, or even longer, will undoubtedly provide historic opportunities for enterprises involved in the market development to strengthen their brands, expand their market shares, and demonstrate their strengths and advantages. The commercialized operation of the 2010 Shanghai World Expo mainly includes brand sponsorship, licensing products bearing the expo logo, organizing activities, marketing tickets, and leasing sites. Licensing products and organizing activities will take place throughout the expo preparation and hosting. The other two items will be implemented gradually, depending on the progress of preparation and operation. Product licensing refers to the Bureau of Shanghai World Expo Coordination authorizing eligible enterprises both at home and abroad to produce and sell products bearing the expo name, emblem, mascot, and other products owned by the 2010 World Expo. The development of licensed products shall conform to the theme and concept of the 2010 Shanghai World Expo, so as to raise public awareness of the concept Better City, Better Life. The organizer has applied for trademark registration in about 40 countries around the world. The licensed product manufacturers will be selected worldwide from industries closely associated with the expo preparation, the expo itself, and its theme. Organizing activities refer to a series of promotional activities launched by the Bureau of Shanghai World Expo Coordination prior to the formal opening of the World Expo. Also a part of the World Expo, these activities will represent the expo theme and brand, and target a much larger audience. The organizer will invite enterprises to sponsor these activities and allow media to cover these activities. The goal is to achieve a win-win situation for all parties involved. On the one hand, this will help publicize the activities; on the other, this will also create more opportunities for enterprises of all sizes and from all sectors to participate in the World Expo. Tickets for the 2010 Shanghai World Expo will be sold through global tourist service networks. In addition, theme tour packages

Commercialized Operation Plan

141

will be designed to attract more tourists to the 2010 World Expo, as well as other tourist attractions in China. The brand sponsorship plan consists of the 2010 Shanghai World Expo partnership plan and the advanced sponsorship plan. The partners and sponsors will come from two diﬀerent sectors and will enjoy diﬀerent provisions and treatment in their cooperation with the Bureau of Shanghai World Expo Coordination. In the expo brand sponsorship plan, there will be two levels, namely the partnership level and the advanced sponsorship level. The partnership level refers to the highest level of enterprise sponsors within the brand sponsorship system. In this category, the partners will not only provide ﬁnancial and material support to the expo, they will also be parties of cooperation to the World Expo organizer in their respective industries. Both the cooperation prerequisites and the return on equity of the advanced sponsors will be less than that of the partnership sponsors. The number of partners of the Shanghai World Expo is estimated to be ten to 15, and the number of advanced sponsors 12 to 20. Corresponding to the eﬀort and contribution of the sponsors, the organizer will reciprocate their assistance with reasonable yet abundant beneﬁts, to help these enterprises realize the value of their sponsorship. Based on the diﬀerent levels of sponsorship, the sponsors will enjoy varying levels of returns, including exclusive rights to brand use, exclusive commercial rights, corporate exhibition hall construction rights, priority for activity sponsorship, concession tickets for the World Expo, as well as on-site reception and arrangements, and various services oﬀered by the organizer. As per relevant stipulations of the Ministry of Finance and the State Administration of Taxation, certain preferential policies will also apply to the expo sponsors. The schedule for the Shanghai World Expo market development project will be as follows: the promotion of the brand sponsorship plan will be accomplished by 2007; the sponsor cooperation and services will last from 2006 to 2010; domestic and overseas promotions of the product licensing will start respectively in 2006 and 2007; product operation will last until the end of 2010; activities and projects operations will last from 2006 through the end of October 2010; the tourist organization plan will be initiated in

142

SHANGHAI EXPO

2008 and completed at the end of October 2010; the promotion of commercial services in the World Expo Park will begin in 2008; the operation preparation will last from July 2009 through April 2010; and the operation period will be from May through October 2010. Through implementing the market development plan, the Shanghai World Expo will attract leading enterprises with outstanding vision and capability, as well as broad recognition, to play an important part in the Shanghai World Expo. By applying their expertise and experience to the organizing of expo activities centered on the theme Better City, Better Life, they will contribute to the successful hosting of a wonderful and memorable World Expo.

CHAPTER

10

Diverse Business Opportunities

T

he 2010 World Expo is much more than an expo for Shanghai. It provides a golden opportunity and a common stage for all domestic and foreign enterprises. The objective of the Shanghai World Expo’s business activities is to create an open and fair platform for all domestic and foreign enterprises. Operation funds for the expo can be raised through sharing the World Expo brand and resources with enterprises that provide quality products, technology, and services for the expo. At the same time, through cooperation with the Shanghai World Expo, enterprises will acquire a deeper understanding of the theme Better City, Better Life. This will help them provide better products and services for consumers and society at large, and enhance their brand images and competitiveness. On March 14, 2006, the Bureau of Shanghai World Expo Coordination signed the 2010 Shanghai World Expo (Air Passenger Transport) Partnership Agreement with China Eastern Airlines, making the latter the ﬁrst oﬃcial partner of the Shanghai Expo. China Eastern Airlines stated that they will seize this valuable opportunity to adapt their services and products to the concept of the World Expo and publicize the expo using innovative promotions. In the four years to come, China Eastern Airlines will further restructure the service process of each air route and roll out unique services in support of the expo services and publicity. With regards to ground services, the airline plans to set up 24-hour check-in

144

SHANGHAI EXPO

counters in stages over a period of ﬁve years at Pudong International Airport and Hongqiao International Airport, so that passengers will be able to check in at any time for ﬂights on the same day. In this way, passengers will not have to rush to complete their check-in procedures within a stipulated time. Under normal circumstances, a traveler will not need to wait more than ten minutes at the counter to complete the procedure. In addition, China Eastern Airlines will select outstanding stewards to form a “World Expo steward team.” During the ﬂight, the stewards will distribute leaﬂets and brochures, such as the Shanghai Tourist Guide. They will introduce famous tourist spots in Shanghai, as well as the Shanghai World Expo halls. To better illustrate the theme Better City, Better Life, China Eastern Airlines will launch an “onboard café” special service on the World Expo and European air routes. The aim is to recreate the comfortable and relaxing atmosphere of a European café, and bring Shanghai’s greetings to expo guests from faraway countries. In ﬁve years’ time, advanced technologies will also add more color to life in the air. China Eastern Airlines will gradually build up its own ground service integrated website. This website will take advantage of modern business networks to integrate multiple functions into one, such as information release, product publicity, service booking, tourist guides, and opinion exchange. By 2010, travelers will be able to receive ﬂight information via SMS or email. At present, China Eastern Airlines has regular ﬂights to 119 cities in 18 countries. It plans to open a new air route between Shanghai and Frankfurt this year, and is preparing for the route between Shanghai and New York. It is also making eﬀorts to open new routes to other gateway cities worldwide through various means, such as code sharing. The case of China Eastern Airlines illustrates how an enterprise can enhance the quality of its service through its identiﬁcation with the expo theme, and sharing in the Shanghai World Expo brand. On April 6, 2006, the Bureau of Shanghai World Expo Coordination made an oﬃcial announcement that it is seeking partners from such sectors as automobile, home products, and stationery products for the 2010 Shanghai World Expo. This shows that the licensing

Diverse Business Opportunities

145

of products bearing the Shanghai Expo emblem is already under way as scheduled.

1. Business Opportunities for Related Industries The 2010 Shanghai World Expo brings golden opportunities for the development of related industries, such as construction, exhibition, tourism, and logistics. It will also stimulate Shanghai’s economic growth. It is estimated that in the next ﬁve years, the World Expo will increase the annual growth of Shanghai’s GDP by about two percentage points, and lift the average added value of secondary industry by 1.1–1.7 percentage points. In addition, the World Expo will accelerate the modernization and internationalization of the city.

1.1 Construction Industry The development of the World Expo Park will create huge demand for related industries, such as real estate, building design, construction materials, interior decoration, and decoration materials. Potential projects include the design, construction, and management of the World Expo Village and the World Expo Park, as well as the expansion of Pudong International Airport.

1.2 Exhibition Industry China’s exhibition industry entered a period of maturing and ﬂourishing after the 1990s, along with fast economic development. Shanghai’s exhibition industry began in 1992. At that time, the only presentable exhibition hall was the Shanghai Exhibition Center. However, after 1992, exhibition halls like the Hongqiao International Exhibition Center, Guangda Exhibition Center, World Trade Center, International Conference Center, and Pudong New International Expo Center were constructed in succession. In 2000, the total exhibition area in Shanghai reached 167,000 square meters, and this ﬁgure was doubled in 2002 to hit 321,200 square meters.

146

SHANGHAI EXPO

Apart from the abovementioned quantitative increase, Shanghai’s exhibition industry has also seen its organizational capacity and quality approaching the international standard. Such international summit events as the APEC meeting, the Asia Bank Shanghai Annual Meeting, and the 1999 Fortune Forum—Shanghai Annual Meeting, have also increased Shanghai’s worldwide reputation. With the rapid rise of Shanghai’s exhibition industry, international exhibition giants are also ﬂocking to Shanghai to host exhibitions or invest in exhibition infrastructure. As the host of the 2010 World Expo, Shanghai will stride toward becoming an international exhibition center. This is good news to the exhibition, conference, and activity planning industries. Foreign enterprises can access the Shanghai market by establishing joint ventures with local enterprises. This is progressing steadily. As the World Expo is a global event, exhibition industries from all over the world will need to go one step further to understand and know well the development of China’s exhibition industry. This will accelerate the integration of China’s exhibition industry into the international arena. Being a grand event open to the world, the World Expo will promote fair competition as well as the rapid development of the exhibition market in Shanghai. The periods before, during, and after the World Expo will create sound development opportunities for Shanghai’s exhibition enterprises, and market expansion will in turn result in higher expectations for the exhibition and other related industries. The ﬂourishing of Shanghai’s exhibition industry will undoubtedly enhance the function of Shanghai as a hub, a window, a distribution center, and a service center. This will stimulate information communication, technological cooperation, trade transactions, personnel exchanges, and cultural exchange among nations and regions, and promote the development and rise of the entire Yangtze River Delta region. There is also a win-win relationship between exhibitions and tourism. Shanghai itself is not rich in tourist resources, but its neighboring regions boast abundant resources. It is estimated that 30–50% of the visitors to the 2010 World Expo will continue their trips to the surrounding area. This will provide wide room for tourism both in Shanghai and its neighboring areas. The opening

Diverse Business Opportunities

147

up and construction of these tourist resources will in return enhance the appeal of exhibitions and conventions held in Shanghai. This is especially so for the Yangtze River Delta areas, which rely on one another to create a uniﬁed region that develops together. The hosting of the Shanghai World Expo will be the best opportunity for Shanghai and the neighboring region to develop interactively their exhibition industry.

1.3 Tourism Industry Based on previous World Expo experiences, tourism is the sector that will beneﬁt most from the event. The number of tourists visiting Shanghai has increased by 8% annually since 1992. In 2004, domestic tourists to Shanghai totaled 85 million and overseas tourists numbered 4.92 million. In 2005, the number of domestic tourists to Shanghai exceeded 90 million and overseas tourists 5.71 million. It is estimated by the Shanghai Municipal Tourism Administrative Commission that in 2010 alone, Shanghai will receive 130–150 million domestic tourists, and 5–6 million overseas tourists due in large measure to the six-month-long World Expo. The added value of tourism will account for about 10% of the city’s total GDP. The Shanghai World Expo will be held from May 1 to October 31, 2010. May 1–7 and October 1–7 are vacation weeks in China, and July and August are summer vacations for European countries. Therefore, holding the World Expo during this period will deﬁnitely attract more domestic and overseas visitors. Estimates indicate there will be up to 70 million visitors to the 2010 Shanghai World Expo. Providing these 70 million tourists with food, accommodation, transportation, sightseeing, shopping, and entertainment services is undoubtedly a golden opportunity not to be missed. The hosting of the World Expo will also help enhance Shanghai's reputation and function. This will provide an external environment conducive to the further development of tourism.

1.4 Hotel Industry The hotel industry is closely linked to the tourism industry. As the 2010 World Expo draws near, Shanghai will embrace a new

148

SHANGHAI EXPO

boom in hotel construction and rebuilding. It is estimated that Shanghai will need to rebuild more than 400 existing hotels and build over 300 new hotels in order to meet the varied demands of expo visitors. This means a huge potential for the development of the hotel industry.

1.5 Catering Industry The 70 million visitors attracted by the Shanghai World Expo will bring great business opportunities to Shanghai's catering industry. If the World Expo is a driver of the tourism and hotel industries, it will deﬁnitely propel the development of the catering industry as well. The tens of thousands of restaurants and bars in Shanghai will all beneﬁt directly from the 2010 Shanghai World Expo.

1.6 Consulting Industry In order for the 2010 Shanghai World Expo to attract more investors, there must be high-quality intermediary service agencies in Shanghai to provide ﬁnancial, legal, and accounting services. Retail facilities, tourism, and transportation systems must be able to meet the needs of the tourists. In order to launch highly eﬀective publicity activities, there must be ﬁrst-class professional competence in advertising and public relations. First-class planning and management will also be required to ensure the construction and operation of a ﬁrst-class World Expo Park. Whether the 2010 World Expo can be organized eﬀectively or not will depend largely on the ability of the organizer to think and act internationally. Therefore, a highly developed consulting industry will deﬁnitely provide an important basis for the success of the 2010 World Expo. The consulting industry may not be able to directly share in the beneﬁts of the World Expo like the construction industry. However, previous World Expos and the statistical data of the exhibition industry indicate that the economic beneﬁt generated from the ripple eﬀect of the World Expo will be far greater than the direct investment in construction. In addition, hosting the expo will also strengthen the competitive mechanism and accelerate the internationalization of Shanghai's consulting industry.

Diverse Business Opportunities

149

1.7 Logistics Industry The 2010 Shanghai World Expo will be the largest World Expo ever held in history, in terms of scale, number of participating countries, as well as number of visitors. As such, it will create considerable demands for logistics services. This is because construction materials, equipment, and exhibits, as well as the exhibitors’ oﬃce facilities, transportation vehicles, and employees’ daily necessities will all need to be transported to the exhibition halls from overseas.

1.8 Trade and Retail During the World Expo period, foreign national halls and corporate halls will showcase various products which are aesthetically pleasing, as well as the latest, the most sophisticated, high-tech products. Generally speaking, the World Expo is the fastest channel through which these product prototypes can be launched into the consumer market. It is also a convenient platform on which international trade and extensive economic cooperation can be carried out. Furthermore, the World Expo, which will attract a large number of tourists, will propel the development of the retail industry.

1.9 Media Industry In 2010, the core media platform for the 2010 Shanghai World Expo will comprise the Shanghai World Expo oﬃcial website, the Shanghai World Expo Magazine, and the Shanghai World Expo Press (in the process of association). The organizer will also cooperate with the Shanghai Digital TV Channel, and their jointly established enterprise, the World Expo Bookstore, to further expand this platform. In the future, this platform will take full advantage of the World Expo brand to further integrate the new media with traditional media, such as printing, publishing, and television. On the one hand, it will be able to satisfy the needs of high-class professional consumers via business-to-business (B2B) services; on the other hand, it will be able to meet the demands of the general public through diversiﬁcation of the business-to-consumer (B2C) services.

150

SHANGHAI EXPO

1.10 Technological Innovation Technological innovation is the essence of the World Expo. At the 2010 Shanghai World Expo with the theme Better City, Better Life, all exhibitors will showcase their latest high-tech products covering urban planning, construction, urban security, disaster prevention, integrated intelligent transportation systems, environmental protection, sustainable energy, information technology, medical treatment, and public health. The organizer will fuse technological innovations into the expo preparation, operation, and management.

1.11 Human Resources The hosting of the Shanghai World Expo will push forward the Human Resources industry, as a large number of talents from various ﬁelds, such as tourism, exhibitions, logistics, and trade will be required. Not only will these talents be able to contribute their services during the World Expo, they will also be able to play a part in the future development of Shanghai. In addition, the expo organizer will need talents from various areas to assist in its preparation for the event. The organizer will cooperate with human resources companies and headhunting ﬁrms, both at home and abroad, to build a talent recruitment network. The recruitment will be based on the speciﬁc needs of each position, and carried out by means of the human resources databank, recommendations by headhunting ﬁrms, or competitive selections. In the next few years, a report on the World Expo demand for talents will be published annually, and training plans will also be implemented regularly to make up for the talent gap. Local resources will be exploited in formulating the training plan and designing the training bases. Related international accreditation will be launched, or the current plan will be employed after adaptive modiﬁcation. Therefore, be it talents from China or from overseas, the professional headhunting companies will all enjoy great development opportunities brought on by the Shanghai World Expo.

Diverse Business Opportunities

151

2. Aftereﬀects Besides direct and indirect business opportunities and beneﬁts, the World Expo will also bring Shanghai immeasurable lasting aftereﬀects. Past examples have proved this. The Kansei economic belt took shape and developed quickly in the ten years following the 1970 Osaka World Expo, and considerably promoted Japan’s economic growth. The Eiﬀel Tower was the “Money Tree” left behind by the 1889 Paris World Expo, which brought tremendous beneﬁts to related industries in France. Located at the estuary of the Yangtze River, Shanghai enjoys an advantageous geographical position. The hosting of the World Expo will undoubtedly generate an obvious ripple eﬀect on the neighboring region, radiating throughout East China, and even driving the national economy. This value will be beyond measure.

Annex Target Sponsor Industries and Previous Expos

1.

Shanghai World Expo: List of Potential Sponsor Industries Airlines Mobile Communication Services Fixed Line Communication Services Automobile Computers and Peripherals Computer Software Network and Other Communications Equipment Audio and Visual Equipment Mobile Phone Manufacturing Chip Manufacturing Commercial Banking Credit Card Insurance: Life and Health Insurance: Property and Casualty Real Estate Steel and Iron Industry Electric Power and Lighting Equipment Electrical Appliance Manufacturing Aircraft Manufacturing Metro Rail and Light Rail Vehicle Manufacturing Medicare Equipment Petroleum and Petroleum Reﬁning New Energy and Energy Eﬃcient Technology

154

SHANGHAI EXPO

New Material and Chemicals Pharmaceuticals Household and Personal Product Industry Transportation and Logistics Travel Services Beverages Manufacturing Fast Food Services Target Industries for Advanced Partnership Computer Application Services Internet Services Oﬃce Equipment Manufacturing Bathroom Equipment Environmental Products and Technologies Cosmetics Tire and Rubber Products Hotel Mail, Package, and Freight Delivery General Merchandizing Photographic Equipment Manufacturing Food Production Alcohol Industry Wine Industry Beer Industry Dairy Products Paper and Paper Products Apparel Manufacturing

2.

Previous World Expos 1851 London World Expo Place: London, England Duration: April 1–October 11, 1851 Title: The Great Exhibition of the Works of Industry of all Nations Theme: Industry of All Nations Category: Universal Exhibition Total area: 10.4 hectares (ha)

Annex Target Sponsor Industries and Previous Expos

155

Participating Countries: 25 Visitors: 6,039,195 Costs: US$1,678,710 1853 New York World Expo Place: New York, U.S.A. Title: Crystal Palace Exhibition Participating Countries: 23 1855 Paris World Expo Place: Paris, France Duration: May 15–November 15, 1855 Title: World Exposition for Agricultural and Industrial Products, Manufactures and Arts Theme: Agriculture, Industry and Arts Category: Universal Exhibition Total area: 15.2 ha Participating Countries: 25 Visitors: 5,162,330 Costs: US$2,267,304.37 1862 London World Expo Place: London, England Duration: May 1–November 1, 1862 Title: London International Exhibition on Industry and Art Theme: Agriculture, Industry and Arts Category: Universal Exhibition Total area: 152 ha Participating Countries: 39 Visitors: 6,096,617 Costs: US$2,294,210 1867 Paris World Expo Place: Paris, France Duration: April 1–3 November, 1867 Title: 2nd Paris World Expo Theme: Agriculture, Industry and Arts

156

SHANGHAI EXPO

Category: Universal Exhibition Total area: 68.7 ha Participating Countries: 42 Visitors: 15,000,000 Costs: US$4,596,800 1873 Vienna World Expo Place: Vienna, Austria Duration: May 1–October 31, 1873 Title: 1873 Vienna Universal World Expo Theme: Culture and Education Category: Universal Exhibition Total area: 233 ha Participating Countries: 35 Visitors: 725,500 Costs: US$9,561,635 1876 Philadelphia World Expo Place: Philadelphia, U.S.A. Duration: May 10–November 10, 1876 Title: Centennial Exhibition of Arts, Manufactures and Products of the Soil and Mine Theme: Celebration of the Centennial of American Independence and the Declaration of July 4, 1776 Category: Universal Exhibition Total area: 115 ha Participating Countries: 35 Visitors: 10,000,000 Costs: US$8,000,000 1878 Paris World Expo Place: Paris, France Duration: May 20–November 10, 1878 Category: Universal Exhibition Total area: 75 ha Participating Countries: 36 Visitors: 16,156,626 Costs: US$11,054,330.07

Annex Target Sponsor Industries and Previous Expos

157

1880 Melbourne World Expo Place: Melbourne, Australia Duration: October 1, 1880–April 30, 1881 Title: International Exhibition of Arts, Manufactures, Agricultural and Industrial Products of all Nations Theme: Arts, Manufactured, Agricultural and Industrial Products of All Nations Category: Universal Exhibition Total area: 25 ha Participating Countries: 33 Visitors: 1,330,000 Costs: US$1,600,000 1883 Amsterdam World Expo Place: Amsterdam, Holland Duration: 100 days Title: Amsterdam International World Expo Category: Special Exhibition 1888 Barcelona World Expo Place: Barcelona, Spain Duration: April 8–December 10, 1888 Title: Barcelona Universal Exposition Category: Universal Exhibition Total area: 46.5 ha Participating Countries: 30 Visitors: 2,300,000 Costs: US$1,700,000 1889 Paris World Expo Place: Paris, France Duration: May 5–October 31, 1889 Title: 1889 Paris World Expo Theme: Celebration of the Centennial of the French Revolution 1789 Category: Universal Exhibition Total area: 96 ha Participating Countries: 35

158

SHANGHAI EXPO

Visitors: 32,250,297 Costs: US$8,300,000 1893 Chicago World Expo Place: Chicago, U.S.A. Duration: May 1–October 3, 1893 Title: World’s Columbian Exposition Theme: Fourth Centennial of the Discovery of America Category: Universal Exhibition Total area: 290 ha Participating Countries: 19 Visitors: 27,500,000 Investment Costs: US$27,245,566.90 1897 Brussels World Expo Place: Brussels, Belgium Duration: May 10–November 8, 1897 Title: Brussels International Exposition Theme: International Exhibition Category: Universal Exhibition Total area: 132 ha Participating Countries: 27 Visitors: 7,800,000 1951 Lille World Expo Place: Lille, France Duration: April 28–May 20, 1951 Title: Universal Sport Exhibition Theme: Textile Category: Special Exhibition Total area: 15 ha Participating Countries: 22 Visitors: 1,500,000 1954 Naples World Expo Place: Naples, Italy Duration: May 15–October 15, 1954 Title: World Expo for Navigation

Annex Target Sponsor Industries and Previous Expos

Theme: Navigation Category: Special Exhibition Total area: 1,000,000 square meters 1955 Turin World Expo Place: Turin, Italy Duration: May 25–June 19, 1955 Title: International Sport Exhibition Turin 1955 1955 Helsingborg World Expo Place: Helsingborg, Sweden Duration: June 10–August 28, 1955 Title: World Expo for Life and Arts Theme: Arts and Profession Category: Special Exhibition 1956 Israel World Expo Place: Israel Duration: May 1956 Title: Exhibition of Citriculture Theme: Citriculture Category: Special Exhibition 1957 Berlin World Expo Place: Berlin, Germany Duration: July 6–September 29, 1957 Title: Berlin World Expo Theme: Reconstruction of Hansa Area Category: Special Exhibition 1958 Brussels World expo Place: Brussels, Belgium Duration: July 6–September 29, 1958 Title: Brussels World expo Theme: Culture of the World Population Category: General Exhibition Category 1 Total area: 200 ha Participating Countries: 42

159

160

SHANGHAI EXPO

Visitors: 41,454,412 Costs: FB 2,530,500,000 1961 Turin World Expo Place: Turin, Italy Duration: May 1–October 31, 1961 Title: International Labor Exhibition Theme: Centennial Celebration of the Uniﬁcation of Italy Category: Special Exhibition Total area: 30 ha 1962 Seattle World Expo Place: Seattle, U.S.A. Duration: April 21–October 21, 1962 Title: Century 21 Exposition Theme: Man in the Space Age Category: General Exhibition Category 2 Total area: 30 ha 1964 New York World Expo Place: New York, U.S.A. Duration: April 22, 1964–October 17, 1965 Title: New York World’s Fair Theme: Peace Through Understanding Category: General Exhibition Category 1 1965 Munich World Expo Place: Munich, Germany Duration: June 25–October 3, 1965 Title: IVA-International Transport Exhibition Theme: Transports Category: Special Exhibition Total area: 50,000 square meters Participating Countries: 31 Visitors: 2,500,000 1967 Montreal World Expo Place: Montreal, Canada

Annex Target Sponsor Industries and Previous Expos

Duration: April 28–October 27, 1967 Title: Canadian World Exhibition Theme: Man and His World Land Category: General Exhibition Category 1 Participating Countries: 62 Visitors: 50,306,648 Costs: Can$431,904,638 1968 San Antonio World expo Place: San Antonio, U.S.A. Duration: April 6–October 6, 1968 Title: Hemisfair 1968–San Antonio Theme: The Conﬂuence of Civilizations in the Americas Category: Special Exhibition Participating Countries: 23 1970 Osaka World Expo Place: Osaka, Japan Duration: March 15–September 13, 1970 Title: Japan World Exposition Expo ’70 Theme: Progress and Harmony for Mankind Category: General Exhibition Category 1 Participating Countries: 75 Visitors: 64,218,770 1971 Budapest World Expo Place: Budapest, Hungary Duration: September 27–September 30, 1971 Title: World Exhibition Hunting Theme: Inﬂuence of Hunting in Man and Arts Category: Special Exhibition Total area: 33 ha Participating countries: 34 Visitors: 1,900,000 1974 Spokane World Expo Place: Spokane, U.S.A. Duration: May 4–November 3, 1974

161

162

SHANGHAI EXPO

Title: Expo ’74–World’s Fair Theme: Celebrating Tomorrow’s Fresh Environment Category: Special Exhibition Visitors: 4,800,000 Costs: US$78.4 million 1975 Okinawa World Expo Place: Okinawa, Japan Duration: July 20, 1975–January 18, 1976 Title: International Ocean Exposition Okinawa, Japan 1975 Theme: The Sea We Would Like to See Category: Special Exhibition Total area: 100 ha Participating Countries: 37 Visitors: 3,485,750 1981 Kobe World Expo Place: Kobe, Japan Duration: 180 days Title: Japan Kobe World Expo Theme: Artiﬁcial Island, Large Ports and Express Train Category: Special Exhibition Visitors: 16,100,000 1982 Knoxville World Expo Place: Knoxville, U.S.A. Duration: May 1–October 31, 1982 Title: 1982 Knoxville International Energy Exposition Theme: Energy Turns the World Category: Special Exhibition Participating Countries: 16 Visitors: 11,127,786 1985 Plovdiv World expo Place: Plovdiv, Bulgaria Duration: November 4–30, 1985 Title: World Exhibition of Achievement of the Young Inventor Bulgaria 1985

Annex Target Sponsor Industries and Previous Expos

163

Theme: Achievement of the Young Inventors Category: Special Exhibition Participating Countries: 86 Visitors: 1,000,000 1986 Vancouver World Expo Place: Vancouver, Canada Duration: May 2–October 13, 1986 Title: The 1986 World Exposition on Transportation Theme: World in Motion—World in Touch Category: Special Exhibition Participating Countries: 54 Visitors: 22,111,578 Costs: US$802 million 1988 Brisbane World Expo Place: Brisbane, Australia Duration: April 30–October 30, 1988 Title: The International Exposition on Leisure in the Age of Technology, Brisbane, Australia, 1988. Word Expo 88 Theme: Leisure in the Age of Technology Category: Special Exhibition Total area: 40 ha Participating Countries: 36 Visitors: 18,574,476 1991 Plovdiv World Expo Place: Plovdiv, Bulgaria Duration: June 7–July 7, 1991 Title: Second World Exhibition of Achievements of the Young Inventors, Bulgaria 1991 Theme: Youth Activity for a Peaceful World Category: Special Exhibition 1992 Genoa World Expo Place: Genoa, Italy Duration: May 15–August 15, 1992 Title: International Exhibition Genoa ’92 Colombo ’92

164

SHANGHAI EXPO

Theme: Christopher Columbus—The Ship and the Sea Category: Special Exhibition Participating Countries: 54 Visitors: 1,694,800 1992 Seville World Expo Place: Seville, Spain Duration: April 20–October 12, 1992 Title: Universal Exhibition Seville 92 Theme: Age of Discovery Category: Universal Exhibition Total area: 215 ha Visitors: 41,814,571 1993 Taejon World Expo Place: Taejon, Korea Duration: August 7–November 7, 1993 Title: The Taejon International Exposition–Korea 1993 Theme: The Challenge of a New Road to Development Category: Special Exhibition Total area: 90.1 ha Participating Countries: 141 Visitors: 14,005,808 Costs: 2 trillions of Wons 1998 Lisbon World Expo Place: Lisbon, Portugal Duration: May 22–June 30, 1998 Title: 1998 Lisbon Expo Theme: Ocean—A Heritage for the Future Category: Special Exhibition Total area: 50 ha Participating Countries: 155 Visitors: 10,128,204 2000 Hanover World Expo Place: Hanover, Germany Duration: June 1–October 31, 2000

Annex Target Sponsor Industries and Previous Expos

Title: Universal Exhibition Hanover 2000 Theme: Humankind, Nature, Technology Category: Universal Exhibition Total area: 160 ha Participating Countries: 155 Visitors: 18,000,000 Costs: DM 10.2 million 2005 Aichi World Expo Place: Aichi, Japan Duration: March 25–September 25, 2005 Title: International Exhibition of 2005 Aichi Theme: Nature’s Wisdom Category: Universal Exhibition Total area: 173 ha Participating Countries: 121 Visitors: 22,049,544

165

Index A

“Agenda 21” 68 Aichi World Expo 9, 21, 165 APEC 40, 133, 146 Association China Packing 78 Chinese Artists 78 Shanghai Artists 78 Shanghai Convention and Exhibition Industries 125

B

Bailianjin 62 Bansongyuan 58 Baoshan 24 Baotun 58 Better City, Better Life (theme of 2010 Shanghai World Expo) 9, 49, 57, 65, 67, 69, 78, 140, 142, 143, 144, 150 bid for the 2010 World Expo 37, 38, 39 Bowra 17 Bund 49 Bureau of International Expositions (BIE) 10, 38, 39–42, 46, 51, 66, 73, 74, 82, 83, 87, 89, 91

Bureau of Shanghai World Expo Coordination 41, 46–48, 77-78, 91–92, 140–141, 143–144

C

Caohejing 36 China Council for the Promotion of International Trade 46 China Eastern Airlines 143–144 Chongming 24 Chuansha 24 circular economy 71 city agglomerate 7, 122, 130–131, 135, 137 Commissioner-General 44, 48, 74 corporate hall 52–53, 149 cross-river tunnel 61, 62, 64 disease prevention and control center 29

D

Dongfang Road 63 developing countries urbanization 72, 73 encourage participation 38, 66, 81–82 provided free 51, 84, 85, 87, 115

168

SHANGHAI EXPO

E

East China Sea 23 E-port 25 Executive Committee 41, 42, 45, 46, 48 Exhibition items 73, 74, 84 Extend Cable TV to every village 30

F

Fenced-in area 48, 50, 51, 56, 57, 59, 60, 61, 63 Fengxian 24 Formula One 30 Fortune Global Forum 128, 146 Four Centers 27 Fukuda, Shigeo 78

G

Ges, Michael 78 governmental exhibitor 83–84, 87, 89, 90 greenbelt 37, 53, 56–57, 90 Guangda Exhibition Center 145 Guide for Exhibition Participation 83, 89

H

Hangzhou 19, 23, 122, 123, 124, 126–127, 128, 130, 134, 135 Hanover World Expo 8, 10, 21, 78, 138, 164, 165 harmony (concept of the Shanghai Expo) 49, 67, 69, 72, 79 between man and man 49, 50, 68 between man and nature 49, 50, 68 between past (history) and the future 49, 50, 68, 70 Chinese culture 67

City of 68, 69 process of urbanization 67 Western thinking 67–68 Hart, Robert 17 Hongqiao International Exhibition Center 145 (International) Airport 26, 61, 62, 144 Huang, Ju 37 Huang, Kaijia 19 Huangpu River 48, 49–50, 56–57, 60 Huating 24

I

intensive information pipeline 28

J

Jiading 24, 36 Jiang, Yiren 38 Jiang, Zemin 40 Jiangnan Shipyard 53 Jinshan 24 joint hall 47, 51, 52, 85, 87

K

Kansei 7, 134, 138, 151 Keller, William 40 Knowledge-based economy 70 Kunming International Horticultural Exposition 133

L

Laochengxiang 49 leased halls 51, 52, 85, 87 Li, Gui 17 Li, Lanqing 40 Linyi Road 63

Index Liu, Fugui 38 London World Expo (ﬁrst World Expo) 3, 4, 9, 17, 18, 20, 45 loop line 58, 59, 62 Loscertales, Vincent Gonzales 40, 66, 91 Lujiazui 49 Lupu Bridge 48

P

M

Q

Maglev line 26, 135 major clearance project 25 metropolis circle 131 Beijing-Tianjin-Hebei 122 Pearl River Delta 122 Yangtze River Delta 122 Miaojiang Road 58 Millennium Declaration 72 Minhang 36

N

Nanpu Bridge 48, 63 National Committee of Bidding for the World Expo 40 National Development and Reform Commission 123 National Games 30 National hall 51–53, 55, 64, 84, 149 Noghes, Gilles 40

O

Organizing Committee Beijing Olympic 78 Shanghai Expo 41, 42, 45–46, 48, 78, 79, 89 Osaka Expo 7, 21, 134, 137–138, 151, 161

169

Pippo, Kari 78 plot ratio 84, 93, 99 post-expo utilization 138 Pudong Huamu 36, 37 pull eﬀect 128, 131, 132, 134 Puxi 48, 50, 51–54, 55, 57, 58, 59, 60, 61, 63

Qing dynasty 17, 18

R

ripple eﬀect 35, 129, 130, 134, 135, 148, 151 riverside oasis 52, 56

S

Shanghai Library 17, 18 Shanghai World Expo Group 47 Shanghai World Expo Land Reserve Center 47, 48 Shanghai International Film Festival 29, 77 Sight-viewing pedestrian route 54, 55, 56, 57, 60 Silk Road 8, 21, 52 Songjiang River 23, 24

T

Tang, Jiaxuan 38 Tennis Masters Cup 30 Theme Hall 37, 47, 52 theme statement 73, 74, 84 Three Gorges 21 three guarantees 63 trench kilometers 28

170

SHANGHAI EXPO

U

UNCTAD 82 UN-HABITAT 67, 72

W

Wang, Daohan 36 Wang, Tao 17 Wang, Zhen 36 World Expo Axis 52, 53, 54, 56, 57 Bookstore 149 Mascot 77, 79, 80, 140 Park 47, 48, 49, 50, 52, 55, 57, 59, 60, 61, 63, 64, 75, 90, 138, 142, 145, 148 Village 48, 62, 63, 145 World Table Tennis Championship 30

Wu, Jianmin 38, 39 Wu, Yi 40, 79

X

Xu, Deqiong 18 Xu, Kuangdi 37, 39 Xu, Shaoshi 40 Yangshan Deep Water Port 27

Y

Ye, Gongqi 36

Z

Zheng, He 8 Zhou, Yupeng 38, 78, 91 Zhu, Rongji 40