International Event Showcase in Japan: Olympic Games Serving as Nation Branding Platforms
Juicy Insights at Expo 2025 Osaka: A Q&A with Laurie Peters
Lemme tell ya, buddy, Expo 25 is a wild ride, alright? It's like the Olympics of a country's branding strategy, with everyone tryin' to outdo each other, showin' off their country's finest. Some focus on commercial stuff, others turn it into a tech museum, and a few want to send a strong message - near propaganda stuff, if ya ask me. But what Laurie Peters, the Commissioner for Expo 25, has in store for us, it ain't your run-of-the-mill Expo, let me tell ya!
Montreal-Osaka: A Creative Link
Youremember Expo '67 in Montreal, right? Well, Canada lit up that show like a Christmas tree, and it put us on the map. Three years later, Japan hosted the first Expo in Asia, and guess who had the second most visitors after the USSR? none other than Young Canada! We were a hit, just like that, and it didn't go unnoticed by Robert Lepage, who paid it forward by designing Canada's pavilion in Osaka.
But enough about history, let's talk about what's happening now.
Also Read
- Exploring the River Ota with Robert Lepage at Expo 2025
Originally, the plan was to focus on rediscovery, but Laurie Peters knew better and scrapped that idea. "Rediscovery wasn't active enough, especially in relation to the overall theme, which focuses a lot on global sustainability." Instead, the plan is to showcase iconic things, but also a modern Canada, rich in resources, culture, and open to the world, reflecting the world back at itself.
Laurie Peters, by the way, is no stranger to Expos. She's been workin' in foreign affairs since 2011, and if you were keepin' track, she's been involved in some of the biggest Expos, like the one in Dubai. She calls Expos a "firehose of open diplomacy," which I think is a pretty cool way to put it.
Here, I've copied the whole translated Q&A from Laurie Peters. Enjoy!
Buddy, I called Laurie Peters, and had a chat with her about Expo 2025. Here's what she had to say:
Q: An Expo is like the Olympics of a country's branding strategy. In this competition, everyone presents their country in their own way. Some focus on commercial elements, others turn it into a science and technology museum; others want to convey strong messages, almost propaganda. Many are government-subsidized, while others are not. This mix of approaches and objectives is fascinating to observe, right?
A: Absolutely! It's amazing to see the diverse ways countries present themselves and to observe how they're trying to make an impact. It's especially interesting to see how they collaborate and compete at the same time.
Q: Canada and Japan have a long history together in the context of world's fairs. With Montreal in 1967, we dazzled the world. It put us on the map. Three years later, in 1970, Japan hosted the first expo in Asia. Representing a young and dynamic Canada, we were the second most visited pavilion after the USSR, and we attracted more visitors than Canada's population! The Montreal-Osaka link was obviously not lost on Robert Lepage in the 'Box 3' of the 'Seven Streams of the River Ota,' hence the nice return of the favor from Canada at Expo 25.
A: That's right! It's always a pleasure to work with our friends in Japan. We've always had a strong connection, and the fact that Robert Lepage decided to honor that connection by creating this beautiful pavilion is a testament to that.
Q: The theme of the pavilion in 1970 was "come and discover us." The idea of "rediscovery," once considered for 2025, was quickly abandoned. "It wasn't active enough, especially in relation to the overall theme, which focuses a lot on global sustainability." "The goal is to show iconic things, but also to show a diverse, rich in natural resources and culture, contemporary Canada, open to ideas, open to the world and reflecting the world." What makes Canada contemporary and relevant in the global context?
A: Canada has always been a country that values its diversity and inclusivity, and that's something that's been a big part of who we are. We're a nation of immigrants, and our multicultural heritage allows us to connect with people from all over the world. That, along with our commitment to sustainability and innovation, makes us a vibrant and dynamic country in the global context.
Q: Canada's pavilion at Expo 2025 will feature a poutine kiosk, and while it's no secret that poutine is a Canadian favorite, where does the curd come from? Is it made locally in Osaka, or is it imported from Canada?
A: (Laughs) Well, I'd love to share that secret with you, but I can't, I'm afraid. All I can say is that the poutine at our pavilion is inspired by Vancouver, and it's definitely a Canadian favorite.
Q: While we're on the topic of food, it seems like there'll be performances and artists from around the world at the pavilion. What can visitors expect when they come and visit Canada's pavilion at Expo 2025?
A: Visitors can expect to be entertained and inspired by the performances and artists that we've gathered from all over the world. We have a stage that hosts live performances, called "laïbou" in Japanese, and it will be home to 120 young artists throughout the six months of the Expo. It's going to be an incredible showcase of Canadian and international talent.
Q: Success at an Expo can be measured in many ways, but can you please tell us what success looks like for Canada at Expo 2025?
A: Success for us is to create an unforgettable experience for visitors, showcasing the best of Canada – our creativity, our innovation, and our diversity. We'll be conducting two surveys using Léger, a well-known polling firm, to gauge visitor reactions and opinions. One of the most important factors for success is connecting with visitors and creating a lasting connection to Canada.
Q: You mentioned that creating a lasting connection is important. In what ways will Canada strive to create that connection with visitors?
A: We'll be using a lot of creation tools to show that we're a nation of innovation, and we'll be showcasing social innovation, creative industries, and our ideas. We'll also be using symbols that are recognizable and beloved around the world, like the Red and White, the northern lights, Anne... the house with green shutters, and Niagara Falls. It's important for us to create a memorable experience that visitors can relate to and take away with them.
Q: Culture plays a significant role in your strategy for Expo 2025. Can you explain why that is and how you plan to leverage culture to connect with visitors and achieve success?
A: Culture is a crucial part of who we are as a nation, and it's a powerful way to connect with people. By using symbols that are beloved around the world, like the Red and White, and embracing creativity and innovation, we can show visitors who we are and what we stand for. It's more than just a show or a performance – it's a chance for visitors to experience and connect with Canada on a deeper level.
Q: Lastly, what are your expectations for Expo 2025 and what do you hope visitors will take away from their experience at Canada's pavilion?
A: My expectations for Expo 2025 are high. I believe that it will be a historic event, and I think it will be an incredible opportunity for Canada to showcase our strengths and connect with people from all over the world. I hope that visitors will leave with a lasting impression of Canada and a sense of connection to our country. We're working hard to create an unforgettable experience, and I believe that we'll achieve that goal.
Well, there you have it, buddy. Expo 2025 is looking to be a fantastic event, and with Commissioner Peters leading the way, I think Canada's pavilion is gonna be a real showstopper! Don't forget to check it out when it opens next year!
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The upcoming Expo 2025 Osaka will showcase diverse representations of countries, including Canada's pavilion, which will highlight contemporary Canada, rich in resources, culture, and open to the world, following the philosophy of global sustainability.
Laurie Peters, the Commissioner for Expo 2025, has stated that entertainment will play a significant role in Canada's pavilion, with 120 young artists performing on a stage named "laïbou" in Japanese, showcasing an array of talents from across the globe. Visitors can expect to be entertained and inspired at Canada's pavilion during the event.
