A Creative Nordic House in Shanghai: Extra Expo Exposure. By Susanne Hyldelund, Consul General of Denmark, Shanghai

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China’s and the world’s attention is on Shanghai in 2010. The World Expo starts on 1 May and will continue for 6 months. China invests heavily in the Expo site and the surrounding infrastructure, as well as in mobilization of human and social resources and massive media attention. The Bureau of EXPO estimates that 70 million people will visit the EXPO, 95% being Chinese nationals. More than 200 countries, cities, organisations and companies will be represented in their own pavilions. 

The Danish Expo Pavilion has already received very positive media coverage in Shanghai: The Little Mermaid is truly a good way to connect with the Chinese public. At the Danish pavilion it will be possible to arrange commercial events in the VIP facilities – but since they only host a maximum of 110 persons, the Consulate General in Shanghai has initiated a project to secure a supplementary venue outside the official Expo area, which can host bigger and different activities.

The Creative Nordic house is based on the cooperation between the Nordic Consulates and the Nordic Centre at Fudan University. It provides a complementary venue for Nordic companies, organisations, entrepreneurs and artists during the 2010 World Expo. From 15 April to 31 October 2010 this venue offers stakeholders a long-term promotional platform in Shanghai. Among the activities being planned is an art exhibition called ”Mermaid Mind,” which includes a long list of some of the most famous artists in Denmark.  Another long-term activity is a B-2-C platform for 6 months:  exhibiting some of the strongest Nordic brands in a uniquely designed space and including advanced interactive market research technologies. The aim of this activity is to create a highly effective marketing- and brand-enhancing exhibition that captivates and engages the target audiences of the participating companies.

The venue offers all kinds of companies and organisations the opportunity to participate in a joint promotion of Nordic business, culture and lifestyle. The venue will seek to promote Chinese-Nordic dialogue, mutual storytelling, creativity and sustainability, thereby enhancing the message of the official 2010 World Expo - “Better City, Better Life”. 

The Nordic house is located north of the Bund, along the Huangpu River, offering a spectacular view over the skyscrapers of Pudong. The house is adjacent to an official EXPO harbour dock generating a high traffic of visitors to and from the official Expo. It is estimated that up to 5,000 persons will use the dock during the rush hours, thus making the location of the house valuable for branding and promotional purposes.



The Nordic house is a 5,800m2 space divided in three floors, offering companies the opportunity to be part of some bigger shared promotions, or to individually lease space for own initiatives. The interior of the house will be designed to capture the spirit and culture of the Nordic countries.  A public square north of the building makes it possible for companies and organisations to host outdoor promotional activities, for example concerts, product demonstrations, etc.

During the entire project period the Danish missions in China will offer their services to companies in relation to activities in the house as part of entering the Chinese market or expanding current activities here.  This could also involve events where VIP activities at the official Expo pavilion are combined with exhibitions, shows or product displays at the Nordic house.

• The Nordic house aims at creating value and branding Nordic stakeholders through: 
  A long-term promotional platform necessary for relationship-building in China.
• A house which is connected to the World Expo.
• High flow of visitors, enabling companies, organisations and artists to meet the Chinese consumer and create a dialogue.
• Potential visits of members of the royal families, governments and other high profiled persons, who can open doors to the Chinese market and attract media attention.
• Co-branding of Nordic lifestyle, culture and business.

It is the ambition of the project that the Nordic house will create long-term benefits that will outlast the 2010 World Expo and will help build strong relations between Nordic and Chinese stakeholders.

A feasibility study for the project is currently underway, and comments, suggestions and ideas from members of Danish-Chinese Business Forum will be very welcome. Please write to Susanne Hyldelund, at sushyl@um.dk