Kristin Welle-Strand and the Expo mascot "Haibao" in front of the famous Shanghai skyline.
Against a backdrop of global urbanisation, Shanghai Expo 2010 has chosen the City as an overall theme. Norway might not be the most urban country in the world, but this does not stop the Norwegian participation from having high hopes for the exhibition.
- In Norway there is a close relationship between city and nature, and we wish to promote this idea to other countries through the Expo. In China's case, the potential that lies in using the coast more actively might be of special relevance, since a long coast line is a geographical characteristic that Norway and China share.
Welle-Strand is a master degree student at the University of Oslo and is working for Innovation Norway on the Expo project through an arrangement called "Interantional Project Semester." As Norway's first Expo representative in Shanghai, she will be promoting the Norwegian participation in close cooperation with the main office in Norway. As the planning procedes, Norwegian representatives will pay visits to Shanghai on an increasingly regular basis.
The Norwegian pavilion Photo: Helen & Hard (c)
Norway's participation is a cooperation between the government, Norwegian companies and the tourist industry, with contribution from research institutions; hence the idea is that the Norwegain pavilion will represent a wide specter of what Norway has to offer.
- This is one of the unique and exciting things about working with Expo; rather than focusing on one particular field, we get the opportunity to establish relationships and promote cooperation on several areas at the same time. Openness is a keyword here, represented by the fact that the whole world is invited, says Welle-Strand.
The Norwegian contribution has already received much attention in China, and the interest in Norway is widespread.
- China is a market no one can aford to overlook, and the Expo is an excellent opportunity to reach this market, as well as a great chance for Norway and China to meet and learn more about each other, says Welle-Strand.
Norway's official Expo logo
The Norwegian concept is called "Norway. Powered by Nature" and focuses on how nature's own energy and power are affecting people and the relationship between cities and suburban areas. The Norwegian pavilion is going to consist of 15 "trees" and will be devided into five main areas; coast, forest, fjord, mountain and the Arctic. In this way one wishes to invite visitors to experience city life, creativity and recreation in a natural environment.
Shanghai Expo will take place from May 1st to October 31st and is expected to see a total of 70 million visitors, 3 million of whom are expected to visit the Norwegian pavilion.