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PREAMBLE.......................................................................................................................................................1 PREAMBLE....................................................................................................................................................1 1. THE PERTINENT LEGISLATIVE AND FINANCIAL MEASURES AND THE LEGAL STATUS OF THE ORGANIZER....................3 1. THE PERTINENT LEGISLATIVE AND FINANCIAL MEASURES AND THE LEGAL STATUS OF THE ORGANIZER..................................................................................................................................3

1.1 Application for Registration and Government Messages of Commitment.............................3 1.1 APPLICATION FOR REGISTRATION AND GOVERNMENT MESSAGES OF COMMITMENT.............................................................................................................................................3

1.2 Financial Plan and Financial Support......................................................................................3 1.2 FINANCIAL PLAN AND FINANCIAL SUPPORT..............................................................................3

1.3 The Organizer’s Legal Status..................................................................................................4 1.3 THE ORGANIZER’S LEGAL STATUS................................................................................................4

1.4 Special Legislative Measures..................................................................................................7 1.4 SPECIAL LEGISLATIVE MEASURES................................................................................................7

1.5 Applicable Laws and Regulations...........................................................................................7 1.5 APPLICABLE LAWS AND REGULATIONS.......................................................................................7 Ref: 1-1 Application Letter for Registration of the World Exposition Shanghai China 2010 Issued by the Government of the People’s Republic of China.................................................................... ...................14 Ref: 1-2 Messages of Commitment from the Central Government Leaders, Relevant Ministries and Commissions and the Shanghai Municipal Government................................................... ......................15 Ref: 1-3 Members of the National Organizing Committee and the Executive Committee of the Shanghai 2010 World Exposition............................................................................................................. ...............24 Ref: 1-4 Organizational Chart................................................................................................................. 26 Ref: 1-5 Regulations on the Protection of the World Exposition Symbols......................................... .......27

2. TITLE, THEME AND DURATION OF THE EXPOSITION..........................................................................................31 2. TITLE, THEME AND DURATION OF THE EXPOSITION..............................................................31

2.1 Titles and Theme...................................................................................................................31 2.1 TITLES AND THEME...........................................................................................................................31

2.2 Opening and Closing Dates...................................................................................................31 2.2 OPENING AND CLOSING DATES.....................................................................................................31

2.3 Weather Conditions of the Period between the Opening and Closing Dates........................31 2.3 WEATHER CONDITIONS OF THE PERIOD BETWEEN THE OPENING AND CLOSING DATES...........................................................................................................................................................31

2.4 Major Festivals and Events during the Exposition...............................................................32 2.4 MAJOR FESTIVALS AND EVENTS DURING THE EXPOSITION..............................................32

2.5 Calendar.................................................................................................................................35 2.5 CALENDAR............................................................................................................................................35 3. THEME DEVELOPMENT AND THE CLASSIFICATION OF EXHIBITION ACTIVITIES.......................................................36

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3. THEME DEVELOPMENT AND THE CLASSIFICATION OF EXHIBITION ACTIVITIES.......36

3.1 Connotations of the Theme...................................................................................................36 3.1 CONNOTATIONS OF THE THEME..................................................................................................36 3.1.1 Background ................................................................................................................ ...................36 3.1.2 Theme–Better City, Better Life................................................................................. ......................38 3.1.3 Sub-themes ................................................................................................................... .................40

3.2 Thematic Area / China Pavilion of Expo 2010.....................................................................43 3.2 THEMATIC AREA / CHINA PAVILION OF EXPO 2010.................................................................43 3.2.1 Thematic Area ........................................................................................................... ....................43 3.2.2 Concept for China Pavilion................................................................................................... .........52

3.3 Interaction between the Organizer and Participants in Theme Development and the Exhibition, Events and Forums of the Thematic Area................................................................53 3.3 INTERACTION BETWEEN THE ORGANIZER AND PARTICIPANTS IN THEME DEVELOPMENT AND THE EXHIBITION, EVENTS AND FORUMS OF THE THEMATIC AREA ........................................................................................................................................................................53

Appendix: Guidelines for Theme Content Development............................................................54 APPENDIX: GUIDELINES FOR THEME CONTENT DEVELOPMENT..........................................54 I. Goal...................................................................................................................................... ....................54 II. Theme Matrix ....................................................................................................................... ..................54 III. Matrix-based content development – Illustrations.................................................................. ................80 IV. Assistance offered by the Organizer................................................................................................... .....83 V. Theme observance coordination mechanism................................................................................ ............84 IV. Interaction between the Organizer and Participants in Theme Development and the Exhibition, Events and Forums of the Thematic Area............................................................................................................... ..85 V. Thematic Area / China Pavilion of Expo 2010......................................................................... ................85 1. Thematic Area ................................................................................................................... .................85 2. Concept for China Pavilion.......................................................................................................... .......95

4. THE PLANNING OF THE EXHIBITION SITE........................................................................................................97 4. THE PLANNING OF THE EXHIBITION SITE..................................................................................97

4.1 Selection of the Site and Its Reasons....................................................................................97 4.1 SELECTION OF THE SITE AND ITS REASONS............................................................................97 4.1.1 To Reflect the Theme of “Better City, Better Life” ................................................................... ......97 4.1.2 To Improve the Operation Efficiency of Expo 2010 ................................................... ....................97 4.1.3 To Promote Industrial Restructuring and Environment Improvement................................... ..........97 4.1.4 To Ensure After-use of the Exposition Facilities.............................................................. ...............97

4.2 Overview of the Location and the Site .................................................................................97 4.2 OVERVIEW OF THE LOCATION AND THE SITE ........................................................................97 4.2.1 Overview of the Region............................................................................................ ......................97 4.2.2 Overview of the Site.................................................................................................................... ....98

4.3 Concepts and Structure of the Preliminary Master Plan.......................................................98 4.3 CONCEPTS AND STRUCTURE OF THE PRELIMINARY MASTER PLAN..............................98 4.3.1 Planning Concepts..................................................................................................... ....................98 4.3.2 Structural Elements of the Master Plan................................................................................. .........99

4.4 Zoning..................................................................................................................................100 4.4 ZONING................................................................................................................................................100 4.4.1 Zone A ....................................................................................................................... ..................100 4.4.2 Zone B............................................................................................................................ ..............100 4.4.3 Zone C................................................................................................................................. .........100 4.4.4 Zone D .................................................................................................................................... .....101 2

4.4.5 Zone E............................................................................................................................ ..............101

4.5 Public Service Facilities......................................................................................................102 4.5 PUBLIC SERVICE FACILITIES.......................................................................................................102 4.5.1 Administrative Facilities............................................................................................................. ..102 4.5.2 Support Facilities.......................................................................................................... ...............102 4.5.3 Concessionary Facilities........................................................................................... ...................102 4.5.4 Security Facilities................................................................................................................... ......103 4.5.5 Other Support Facilities.................................................................................................. .............104

4.6 Open Spaces and Green Lands............................................................................................105 4.6 OPEN SPACES AND GREEN LANDS..............................................................................................105

4.7 Public Activity Spaces.........................................................................................................105 4.7 PUBLIC ACTIVITY SPACES.............................................................................................................105

4.8 Transport Arrangement .......................................................................................................106 4.8 TRANSPORT ARRANGEMENT ......................................................................................................106 4.8.1 Traffic Estimation............................................................................................................... ..........106 4.8.2 Access to the Expo Park........................................................................................... ....................106 4.8.3 On-site Circulation............................................................................................................. ..........106 4.8.4 Primary and Secondary Entrances / Exits................................................................... .................107 4.8.5 Pedestrian System........................................................................................................................ .107 4.8.6 Parking Lots...................................................................................................................... ...........108 4.8.7 Cross-River Linkage.......................................................................................................... ...........108 4.8.8 Traffic Arrangements in Case of Emergency................................................................................ .109

4.9 Urban Transport Facilities Related to Expo 2010 Shanghai China....................................109 4.9 URBAN TRANSPORT FACILITIES RELATED TO EXPO 2010 SHANGHAI CHINA............109 4.9.1 Airports ..................................................................................................................................... ...110 4.9.2 Railways...................................................................................................................... .................110 4.9.3 The Mass Transit System............................................................................................................. ..110 4.9.4 Roads and Expressways...................................................................................................... ..........110

4.10 Accommodation for Expo Staff.........................................................................................111 4.10 ACCOMMODATION FOR EXPO STAFF......................................................................................111

4.11 Environmental Assessment and Relevant Measures.........................................................112 4.11 ENVIRONMENTAL ASSESSMENT AND RELEVANT MEASURES........................................112

4.12 Construction Schedule.......................................................................................................112 4.12 CONSTRUCTION SCHEDULE.......................................................................................................112 4.12.1 Preliminary Planning and Approval (2004 – 2005)................................................... .................112 4.12.2 Enterprise and Resident Relocation, and Transportation Infrastructure Construction (2004 – 2007)................................................................................................................................... ..................113 4.12.3 Major Project Construction (2007 – 2009)....................................................................... ..........113 4.12.4 Schedule of Project Construction.......................................................................................... ......113 4.12.5 Exhibit Arrangement and Trial Operation (the first half of 2010)......................................... ......114

Appendix: Preliminary Guidelines for Pavilions of Official Participants................................115 APPENDIX: PRELIMINARY GUIDELINES FOR PAVILIONS OF OFFICIAL PARTICIPANTS115 1. Pavilion types.................................................................................................................... ................115 2. Type1: Pavilions designed and built by official participants........................................................... ...115 3. Type 2: Stand-alone pavilion structures built by the Organizer and rented to participants...............125 4. Type 3: Joint Pavilions constructed by the Organizer offering covered space to developing countries ................................................................................................................................................ ..............134 5. Construction Schedule and Exhibition Plan...................................................................... ................139 Ref 4-1: Location of the Exposition Site................................................................................ ................140 Ref 4-2: Aero-photograph of the Exposition Site and Its Surrounding Areas................................ .........141 3

Ref 4-3: Diagram of the Site Plan ..................................................................................... ...................142 Ref 4-4: Expo Site Framework Map....................................................................................... ...............143 Ref 4-5: Diagram of Pavilions Layout............................................................................................... ....144 Ref 4-6: Diagram of Support Facilities Layout................................................................... ..................145 Ref 4-7: Road System Plan.......................................................................................................... ..........146 Ref 4-8: Internal Circulation Plan....................................................................................................... ..147 Ref 4-9: Rail Transport Plan................................................................................................... ..............148 Ref 4-10: Diagram of Transport Facilities............................................................................. ...............149 Ref 4-11: Diagram of Adjacent Public Transport Hubs and Parking Facilities............................... ......150 Ref 4-12: Entrance Plazas Layout Plan......................................................................... .......................151 Ref 4-13: Landscape Framework Plan........................................................................................ ..........152 Ref 4-14: Expo-related Urban Transport Infrastructures.................................................... ..................153

5. FINANCIAL PROGRAM................................................................................................................................154 5. FINANCIAL PROGRAM......................................................................................................................154

5.1 Overview ............................................................................................................................154 5.1 OVERVIEW .........................................................................................................................................154

5.2 Composition of Expenditure on Major Construction Projects and Funding Sources .......154 5.2 COMPOSITION OF EXPENDITURE ON MAJOR CONSTRUCTION PROJECTS AND FUNDING SOURCES ...............................................................................................................................154 5.2.1 Expenditure Composition for Major Construction Projects.................................................... ......154 5.2.2 Funding Sources................................................................................................................... ........154

5.3 Composition of Operation Expenditures.............................................................................155 5.3 COMPOSITION OF OPERATION EXPENDITURES...................................................................155

5.4 Composition of Operation Revenues..................................................................................155 5.4 COMPOSITION OF OPERATION REVENUES.............................................................................155

5.5 Assistance............................................................................................................................156 5.5 ASSISTANCE........................................................................................................................................156

5.6 Government Support...........................................................................................................157 5.6 GOVERNMENT SUPPORT...............................................................................................................157 6. DOMESTIC AND INTERNATIONAL COMMUNICATION & PROMOTION PLAN............................................................158 6. DOMESTIC AND INTERNATIONAL COMMUNICATION & PROMOTION PLAN................158

6.1 Introduction.........................................................................................................................158 6.1 INTRODUCTION................................................................................................................................158 6.1.1 Shanghai Expo, a Super Communication Event......................................................................... ...158 6.1.2 General Communication Challenges and Factor Analysis......................................... ..................159 6.1.3 An Integrated Approach: Communication and Promotion................................................... .........160 6.1.4 Relationship between Communication and Promotion Campaigns.............................................. .161 6.1.5 Positioning of the Expo 2010 ................................................................................................. .....161 6.1.6 Key Positioning Messages................................................................................................ ............162 6.1.7 Coordination Mechanism......................................................................................... ....................163

6.2 Communication Campaign..................................................................................................164 6.2 COMMUNICATION CAMPAIGN.....................................................................................................164 6.2.1 Communications Campaign Objectives............................................................................ ............164 6.2.2 Target Audiences..................................................................................................... .....................164 6.2.3 Communication Strategies........................................................................................................ ....165 6.2.4 Specific Communication Campaign Activities.............................................................. ................169 6.2.5 Preliminary Timeline for Communication Campaign................................................. ..................170 6.2.6 Organization ............................................................................................................................. ...172

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6.2.7 Preliminary Budget Estimates.................................................................................... ..................172

6.3 Promotion Campaign...........................................................................................................173 6.3 PROMOTION CAMPAIGN................................................................................................................173 6.3.1 Promotion Campaign Objectives........................................................................................ ..........173 6.3.2 Target Audiences..................................................................................................... .....................173 6.3.3 Promotion Strategies...................................................................................................... ..............174 6.3.4 Specific Promotion Campaign Activities.................................................................................... ...177 6.3.5 Preliminary Timeline for Promotion Campaign....................................................................... .....179 6.3.6 Organization............................................................................................................................... ..179 6.3.7 Preliminary Budget Estimates.................................................................................... ..................179

6.4 Conclusion...........................................................................................................................180 6.4 CONCLUSION.....................................................................................................................................180

APPENDIX...............................................................................................................................182 APPENDIX..................................................................................................................................................182 A. Past Communications and Promotion Activities......................................................... ......................182 B. Preliminary Future Communications and Promotion Activities......................................... ...............184

7. PRELIMINARY AFTER-USE PLAN..................................................................................................................189 7. PRELIMINARY AFTER-USE PLAN..................................................................................................189

7.1 Principles of After-use.........................................................................................................189 7.1 PRINCIPLES OF AFTER-USE..........................................................................................................189 7.1.1 To Serve the Overall Urban Development Strategy.................................................. ....................189 7.1.2 To Be Consistent with the Expo Theme............................................................................. ............189 7.1.3 To Adapt to Geographical Position.............................................................................................. .189 7.1.4 To Be Economically and Technically Feasible........................................................................ ......190 7.1.5 To Be Flexible............................................................................................................................ ...190 7.1.6 To Achieve Cultural Continuity and Urban Renaissance.................................................... ..........190

7.2 Plan for the After-use of Pavilions and Facilities................................................................190 7.2 PLAN FOR THE AFTER-USE OF PAVILIONS AND FACILITIES.............................................190 7.2.1 New Buildings and Renovated Buildings......................................................................... .............190 7.2.2 Protected and Preserved Buildings.......................................................................................... .....191

7.3 Preliminary Plan for Land Re-development.......................................................................192 7.3 PRELIMINARY PLAN FOR LAND RE-DEVELOPMENT...........................................................192 7.3.1 Planning Structure...................................................................................................................... ..192 7.3.2 Functional Layout...................................................................................................... ..................192

7.4 After-use of the New Infrastructure Facilities.....................................................................193 7.4 AFTER-USE OF THE NEW INFRASTRUCTURE FACILITIES..................................................193 7.4.1 Urban Open Green Area........................................................................................................... ....193 7.4.2 Support Service Facilities......................................................................................................... ....193

7.5 Framework Plan for After-use Planning, Construction and Development.........................193 7.5 FRAMEWORK PLAN FOR AFTER-USE PLANNING, CONSTRUCTION AND DEVELOPMENT.......................................................................................................................................193 8. PRELIMINARY COMMERCIAL OPERATION PROGRAM........................................................................................195 8. PRELIMINARY COMMERCIAL OPERATION PROGRAM.........................................................195

8.1 Principles of Commercial Operation...................................................................................195 8.1 PRINCIPLES OF COMMERCIAL OPERATION...........................................................................195 8.1.1 The Positioning of Commercial Operation.................................................................... ...............195 8.1.2 Scope of Commercial Operation ............................................................................................. .....195

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8.1.3 General policy for Commercial Operation................................................................... ................195

8.2 Institutions for Commercial Operation...............................................................................195 8.2 INSTITUTIONS FOR COMMERCIAL OPERATION...................................................................195

8.3 Contents of Commercial Operation.....................................................................................196 8.3 CONTENTS OF COMMERCIAL OPERATION.............................................................................196 8.3.1 Expo 2010 Sponsorship................................................................................................. ...............196 8.3.2 Licensed Product Management.................................................................................................... .198 8.3.3 Event Management........................................................................................................... ............199 8.3.4 Ticket Sales and Marketing........................................................................................................ ...200 8.3.5 Ground Leasehold....................................................................................................... .................202 8.3.6 Other Items of Business Operation.................................................................................... ...........204

8.4 Pricing Strategy...................................................................................................................204 8.4 PRICING STRATEGY........................................................................................................................204

8.5 Expected Income of Business Operation ...........................................................................204 8.5 EXPECTED INCOME OF BUSINESS OPERATION ....................................................................204

8.6 General Schedule of Business Operation............................................................................205 8.6 GENERAL SCHEDULE OF BUSINESS OPERATION..................................................................205 9. LEGAL DOCUMENTS..................................................................................................................................206 9. LEGAL DOCUMENTS..........................................................................................................................206

9.1 General Regulations............................................................................................................206 9.1 GENERAL REGULATIONS...............................................................................................................206 Section I General Provisions............................................................................................................... ...........206 Section II Government Authorities in the Organizing State........................................................................... .207 Section III Official Participants................................................................................................................. .....209 Section IV General Conditions of Participation.............................................................................................. 211 Chapter I Admission..................................................................................................................... .............211 Chapter II Sites - Installations - Charges................................................................................ ...................212 Chapter III Commercial Activities and Miscellaneous.............................................................................. .215 Chapter IV Common Services..................................................................................................... ..............216 Chapter V Intellectual Property................................................................................................. ................219 Chapter VI Awards.................................................................................................................. ..................220 Chapter VII Special Regulations.......................................................................................... .....................220 Section V Concessionaires................................................................................................................ .............221 Section VI Indemnities in Case of Cancellation of the Exposition................................................... ..............222

9.2 The Participation Contract...................................................................................................224 9.2 THE PARTICIPATION CONTRACT................................................................................................224 Chapter I General Provisions............................................................................................................... ......224 Chapter II The Participant’s Exhibit........................................................................................ ..................225 Chapter III The Participant’s Commercial Activities................................................................. ................227 Chapter IV Benefits Granted to the Participants........................................................................... .............229 Chapter V Entry into Force..................................................................................................................... ...230

9.3 Special Regulation No.1 concerning the Definition of the Theme of the Exposition and the Guidelines for the Development of the Theme by the Organizer and the Participants............232 9.3 SPECIAL REGULATION NO.1 CONCERNING THE DEFINITION OF THE THEME OF THE EXPOSITION AND THE GUIDELINES FOR THE DEVELOPMENT OF THE THEME BY THE ORGANIZER AND THE PARTICIPANTS.............................................................................................232

9.4 Special Regulation No. 2 concerning the Conditions of Participation in the Exposition ..239 9.4 SPECIAL REGULATION NO. 2 CONCERNING THE CONDITIONS OF PARTICIPATION IN

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THE EXPOSITION ...................................................................................................................................239 Chapter I General Provisions............................................................................................................... ......239 Chapter II Official Participants........................................................................................................... .......240 Chapter III Non-official participants ........................................................................................................ .243

9.5 Document Establishing and Guaranteeing Compensation in Case of Renunciation..........245 9.5 DOCUMENT ESTABLISHING AND GUARANTEEING COMPENSATION IN CASE OF RENUNCIATION.......................................................................................................................................245 9.5.1 Indemnities for Participating Countries..................................................................... ..................245 9.5.2 Indemnities for the BIE............................................................................................................. ....246 9.5.3 Responsibilities for the Payment of Indemnities........................................................ ...................246

9.6 Financial Assistance for the Developing Countries............................................................247 9.6 FINANCIAL ASSISTANCE FOR THE DEVELOPING COUNTRIES.........................................247 9.6.1 Countries Eligible for Assistance................................................................................................. .247 9.6.2 Items of Assistance.................................................................................................. .....................247 9.6.3 Preliminary Proposal for Assistance....................................................................... .....................247

9.7 Cost of Participation............................................................................................................249 9.7 COST OF PARTICIPATION...............................................................................................................249 9.7.1 Pavilion-related Costs................................................................................................................. .......249 9.7.2 Cost of Exhibition Arrangement ........................................................................................ ...............250 9.7.3 Cost of Operation......................................................................................................... .....................250

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Preamble World Expositions are galleries of human inspirations and thoughts. Since 1851 when the Great Exhibition of Industries of All Nations was held in London, the World Expositions have attained increasing prominence as grand events for economic, scientific, technological and cultural exchanges, serving as an important platform for displaying historical experience, exchanging innovative ideas, demonstrating esprit de corps and looking to the future. With a long civilization, China favors international exchange and loves world peace. China owes its successful bid for the World Exposition in 2010 to the support for and confidence of the international community in its reform and opening up. The Exposition will be the first registered World Exposition to be held in a developing country, which gives expression to the expectations the world’s people place on China’s future development. So what will Expo 2010 Shanghai China deliver to the world? There is no doubt that the Chinese people will present to the world a successful, splendid and unforgettable exposition. Expo 2010 Shanghai China will be a great event to explore the full potentials of urban life in the 21st century and a significant period in urban evolution. It is expected that 55 percent of the world population will be living in cities by the year 2010. The prospect of the future urban life, a subject of global interest, concerns all nations, developed or less developed, and their peoples. Being the first World Exposition on the theme of city, the Exposition 2010 will attract governments and peoples across the world who, focusing on the theme “Better City, Better Life” during its 184 days’ run, will display to the full extent the urban civilization, exchange their experience of urban development, disseminate advanced notions on cities and explore new approaches to human habitat, life style and working conditions in the new century and learn how to create an eco-friendly society and maintain the sustainable development of human beings. Expo 2010 Shanghai China will be centered on innovation and interaction. Innovation is the soul while cultural interaction is an important mission of the World Expositions. In the new era, Expo 2010 Shanghai China will contribute to human-centered development, scientific and technological innovation, cultural diversity, win-win cooperation for a better future, thus composing a melody with the key notes of highlighting innovation and interaction in the new century. Expo 2010 Shanghai China will also be a grand international gathering. On the one hand, we shall endeavor to attract about 200 nations and international organizations to take part in the exhibition as well as 70 million visitors from home and abroad, ensuring the widest possible participation in the history of the World Expositions. On the other hand, we will put Expo 2010 Shanghai China in a global perspective and do our best to encourage the participation and gain the understanding and support of various countries and peoples, in order to turn Expo 2010 Shanghai China into a happy reunion of peoples from all over the world. In addition, Expo 2010 Shanghai China will offer a wonderful opportunity for 1

cross-culture dialogues. Before the conclusion of the Exposition, “Shanghai Declaration” will be issued. This declaration, hopefully a milestone in the history of the World Expositions, will epitomize the insights to be offered by the participants and embody people’s ideas for future cooperation and development and extensive common aspirations, thereby leaving a rich spiritual legacy of urban development to the people throughout the world. The Chinese Government will go to great lengths to make Expo 2010 Shanghai China a special event that carries on traditions and opens a new vista into the future. “Keeping in mind the next 60 years’ development while preparing for the 6 months’ exposition”—that is our motto. We count on the continuing attention, support and participation of all the peace-loving countries.

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1. The Pertinent Legislative and Financial Measures and the Legal Status of the Organizer 1.1 Application for Registration and Government Messages of Commitment The Government of the People’s Republic of China has submitted the formal Application Letter for Registration of the World Exposition Shanghai China 2010 (hereinafter referred to as “Expo 2010 Shanghai China”, “Expo 2010 ” or “the Expo”) to the Bureau of International Exhibitions (hereinafter referred to as the “BIE”), signed by Madame Wu Yi, Vice Premier of the State Council and Chairperson of the Shanghai 2010 World Exposition National Organizing Committee, expressing full support for the application for registration (Ref: 1-1). Meanwhile, messages of commitment from relevant ministries and commissions under the State Council and the Shanghai Municipal Government have been signed in support of the Expo (Ref: 1-2).

1.2 Financial Plan and Financial Support The total investment of Expo 2010 with regard to the major construction projects is expected to reach RMB 18 billion1. Among the major financing sources for the construction projects, the Central Government and the Shanghai Municipal Government will co-appropriate a fund of RMB 7.15 billion as the direct investment, accounting for 40% of the construction investment ； RMB 8 billion Expo 2010 bonds will be issued under the government’s approval, accounting for 44% of the construction investment. The rest RMB 2.85 billion will be financed by other means such as bank loans and project finance. The total investment in respect of the operation expenditure will reach RMB 10.68 billion, covering site maintenance, major events (opening and closing ceremonies, national days and conferences), promotion and marketing, security including emergency measures, administration, insurance and other special items. The afore-mentioned investment will be covered by the incomes generated from ticket sales, sponsorships, royalties and other finance resources. Back in the bidding stage, the State Development Planning Commission2 and the Ministry of Finance of the People’s Republic of China, on behalf of the Chinese Government, have pledged to provide financial support and serve as the final guarantor for Expo 2010. The Development Planning Commission3 and the Finance Bureau of Shanghai, on behalf of the Shanghai Municipal Government, have also made a corresponding financial 1

1 USD = 8.07 RMB yuan It was reorganized and renamed as National Development and Reform Commission in March, 2003 3 It was reorganized and renamed as Shanghai Development and Reform Commission in August, 2003 2

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commitment. The financial support includes: (1) Pre-payment of all the expenditures prior to receipt of Expo 2010 revenues by the Organizer; (2) Funding of financial shortfalls, if any, for Expo 2010. The above-mentioned financial support will ensure the smooth construction of the pavilions and other facilities required for the exposition and the related city infrastructure to support Expo 2010.

1.3 The Organizer’s Legal Status A complete organizational structure has been put in place by the Central Government to ensure the success of Expo 2010 Shanghai China. The Shanghai 2010 World Exposition National Organizing Committee (hereinafter referred to as the “National Organizing Committee”) and its Executive Committee are set up as the decision-making body for the Expo. The National Organizing Committee, the leading body for Expo 2010, consists of 24 members from the relevant ministries and departments of the Central Government and the Shanghai Municipal Government. A Vice Premier, appointed by the Central Government, acts as the Chairperson. The main responsibilities of the National Organizing Committee include: to coordinate the drafting and implementation of relative laws, regulations, rules and policies; to coordinate and facilitate the participation in the Expo of various municipalities, provinces and regions and the relevant departments of the Central Government; to facilitate the issuance of the invitation by the Central Government to the governments of various countries and to international organizations to participate in the Expo; to make decisions on major matters during the preparation for and the running of the Expo; and to appoint the Commissioner General of the Exposition representing the Chinese Government. The daily routine of communication and coordination of the National Organizing Committee rests with China Council for the Promotion of International Trade (hereinafter referred to as the “CCPIT”). The administrative body of the National Organizing Committee, the Executive Committee is composed of a total of 42 members from the relevant departments of the Shanghai Municipal Government. The Executive Committee is headed by a major leader of the Shanghai Municipal Government, as its Director. The main responsibilities of the Executive Committee are: under the authority of the National Organizing Committee, to execute the decisions of the National Organizing Committee, to report regularly to the National Organizing Committee all problems arising in the preparation process, to guide and coordinate the work of the relevant departments of Shanghai, and to undertake other tasks assigned by the National Organizing Committee. Please see Ref: 1-3 for the composition of the National Organizing Committee and the Executive Committee. The Commissioner General of the Exposition is appointed by the National Organizing Committee to represent the Government on all matters in connection with the Exposition, and to conduct communication and liaison with the governments of 4

participating countries and international organizations on important matters according to the rules and regulations of the BIE. The Bureau of Shanghai World Expo Coordination, established on October 30 th, 2003, is the Organizer of the Expo. Under the authority of the National Organizing Committee and the Executive Committee, the Bureau is responsible for the preparation, organization, operation and management of the Exposition, and provides assistance to the Commissioner-General of the Expo. The major responsibilities of the Bureau include: to carry out the routine work for the Executive Committee in decision making and coordination; to undertake the organization and management of the preparation for the Expo; to undertake and coordinate foreign contacts and exchanges in relation to the Expo and to operate the Expo. The Bureau currently consists of twelve departments and their functions as follows: 

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The Administrative Office is in charge of the day-to-day administrative affairs, logistical support and file management; communication with central government; management of provincial participation in the Expo, receiving delegations of provincial governments; handling of complaint letters and visits. The Research Center / Strategy Planning Department is responsible for the drafting and modifying strategies for World Expo 2010; research and development of the theme; coordination and management of major interdepartmental undertakings within the Bureau. The International Participants Department is in charge of the management of participation of international participants in the Expo; communication with BIE. The Exhibition Content & Cultural Activities Department is responsible for the development of exhibition content and format based on the theme; planning and organization of events in the pre-Expo years and those during the running of the Expo, including the opening and closing ceremonies. The Market Development Department is in charge of the preparing and implementing the commercialization programs for the Expo, including ticket management, advertisement, sponsorship and licensed product management; the recruitment of enterprise participants and business partners, etc. The Media Center / Public Relations Department is responsible for the publicity of the Expo; communication with the media; and design of awarenessbuilding articles. The Construction Coordination Department is responsible for the supervision of site planning and civil engineering projects on in term of quality and observance of time frame; and relevant coordination work. The Operation Management Department is responsible for the preparing the operation scheme of the Expo site, as well as operation guidelines and service handbooks; management of the site during Expo 2010, including maintenance of public order and management of traffic and people flows. The Planning and Finance Department is responsible for the financing and 5

budget control of World Expo 2010; planning and control of the budget of the Bureau and its departments; settlement of relevant accounts; management of the assistance fund; and arrangement of participation insurance. 

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The Human Resources Department is responsible for drafting HR strategies and schemes for the Expo; day-to-day HR management of the Bureau; development of human resources required in running the Expo; and recruitment and management of volunteers for the Expo. The Legal Affairs Department is responsible for the advising on legal affairs; management of legal contracts; overseeing the protection of Expo-related intellectual properties. The Supervision & Auditing Department is in charge of the supervision of conduct of the staff of the Bureau and related organizations; auditing of the fund for the Expo and the financial assets of the Bureau.

Groups of Chief Architects and Chief Designers have also been established under the general structure of the Bureau: the former is in charge of the architectural designs relating to the Expo, while the latter is responsible for the framing of the theme-related exhibition, events and forums strategies of the Expo. The Bureau is staffed with civil servants and other personnel publicly recruited, and will independently assume civil liabilities as a legal person. Ref: 1-4 is the organizational chart of the above-mentioned bodies. In order to facilitate and expedite the work of the Organizer, the Shanghai Municipal Government has already created two entities: The Shanghai Land Holding Corporation and the Shanghai World Expo Group. Both companies are entirely invested by the Shanghai Municipal Government. With the authorization of the government, the Organizer will directly control and supervise these two state-run companies. Entrusted by the Organizer, the Shanghai World Expo Land Holding Co., Ltd. is to perform the following tasks: raising fund for site development apart from that allocated by the government; relocation of households and institutions found within the Expo site; development of infrastructure on the Expo site as well as supporting facilities within and outside the site; construction of stand-alone pavilions to be rented out to participants and joint pavilions to be offered to developing countries; redevelopment of the site and its after use based on the urban development master plan of the city of Shanghai. Entrusted by the Organizer, the Shanghai World Expo (Group) Co., Ltd. is to perform the following tasks: raising fund for the Expo 2010 apart from that allocated by the government; construction of theme pavilions, conference center(s), performing arts center(s) as well as other public spaces on the site; construction and operation of the Expo Village; construction of the service facilities on the site; supplying services to the Organizer in the fields of human resources, construction & exhibition layout, and maintenance, etc; if so wish, supplying services to participants in the fields of human resources, construction & exhibition layout, and maintenance, etc. based on market rules and the principle of being free of monopoly. It is hoped that the Organizer can take advantage of the flexibility and quick reaction capabilities that these public companies can offer, which are essential in hosting 6

a successful Exposition; while still maintaining the stability and commitment guaranteed by a government institution. We believe this system is to be the most effective in the present Chinese context.

1.4 Special Legislative Measures The Chinese government will follow relevant articles in the Convention Relating to International Exhibitions (hereinafter referred to as the “Convention”) and its Customs Regulations on the Importation of Articles by the Participants in an International Exhibition (hereinafter referred to as the “Customs Annex”) and deliver its promises made during the bidding stage in term of offering special treatment to the Organizer, the International Bureau of Expositions (hereinafter referred to as the “BIE”), Official Participants and foreign staff in the payment of tariff, commercial and industrial taxes and other types of taxes payable by foreigners visiting or staying in China. Specific measures and favorable policies of the Chinese government concerning Customs and Taxation will be further stipulated in Special Regulation No.7 and relative Participation Guidelines. The Chinese Government is to implement the special policies and measures to ensure the Commissioner General of Section may fulfill his or her role of responsibilities pursuant to Article 13 of the Convention. Special measures of the Chinese Government and the Organizer in respect of the advantages granted to the Commissioner General of Section will be further stipulated in Special Regulation No.12. Since the success of the bid, the Chinese Government has attached great importance to the protection of the intellectual property related to Expo 2010, and has been drafting and enacting administrative laws at the national level for the protection of the Expo symbols. Examined and approved by the 66th Executive Meeting of the State Council on October 13th, 2004, Regulations for the Protection of the World Exposition Symbols has been officially promulgated by a decree of the State Council issued by Premier Wen Jiabao on October 20th, 2004 (Ref: 1-5). The Regulations entered into force on December 1st, 2004. China thus also stressed the Participant’s intellectual properties protection. Participants’ intellectual properties, which are consistent with the Chinese laws and international conventions adopted by China, shall be well respected and protected. In order to facilitate the participation, Chinese Government is, under the current framework of legislation on intellectual property rights, contemplating on special regulations in this respect for Expo 2010. Specific measures of the Chinese Government concerning intellectual properties protection will be further stipulated in Special Regulation No.11.

1.5 Applicable Laws and Regulations The Chinese Government is doing its best to ensure the smooth preparation for Expo 2010 Shanghai China. China will abide by the Convention and other BIE regulations in effect. China will also submit the General Regulations and the Special Regulations in due time according to BIE rules and observe these regulations. Rights and obligations between the Organizer and the participant shall be fixed in the Participation Contract. In addition, relevant Chinese laws and regulations as well as international 7

conventions or treaties that China has entered into are also applicable to the Expo, including: a. General areas 

General Principles of the Civil Law of the People’s Republic of China

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Contract Law of the People’s Republic of China

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Guarantee Law of the People’s Republic of China

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Insurance Law of the People’s Republic of China

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Civil Procedure Law of the People’s Republic of China

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Labor Law of the People’s Republic of China

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Arbitration Law of the People’s Republic of China

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United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards

The civil activities of exhibitors and their working staff, when in China, shall be governed by the General Principles of the PRC Civil Law. Any contractual activities of the exhibitors and their working staff as general civil subjects shall be governed by the laws selected by the parties on the principle of party autonomy, or otherwise by the PRC Contract Law which regulates contract conclusion, validity, execution, modification, liability for breach of the contract, etc. Insurance for exhibits and exhibition pavilions to be built and owned by the exhibitors and insurance of the personal safety of the exhibitors’ staff, if any, shall be governed by the PRC Insurance Law. This law regulates in detail the rights and obligations of the insurer, the insured, the beneficiary of the property, personal safety insurance contracts, insurance claims and reimbursement. Any dispute arising from civil and commercial activities may be settled between the parties to the activities through amicable negotiation, or otherwise has to go through litigation or arbitration. As set forth in the PRC Civil Procedure Law, litigation in China follows the two-trial system; that is, the final judgment comes after the first trial and, if necessary, the second trial. The parties may also set down arbitration agreement or articles for settling disputes through arbitration when the contract is concluded or after disputes arise. The arbitration agreement may choose China International Economic and Trade Arbitration Commission or other arbitration commissions. Once the arbitration award is issued, it is final and shall be executed by applying to the competent court. China is a contracting party to the United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards, and the arbitration award issued by a Chinese arbitration body, if necessary, is enforceable in other contracting parties throughout the world. b. Intellectual property 

Convention Establishing the World Intellectual Property Organization

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Paris Convention for the Protection of Industrial Property

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Treaty on Intellectual Property in Respects of Integrated Circuits

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Madrid Agreement Concerning the International Registration of Marks 8

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Protocol Relating to the Madrid Agreement Concerning the International Registration of Marks

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Berne Convention for the Protection of Literary and Artistic Works

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Universal Copyright Convention

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Convention on Protection of Producers of Phonograms against Unauthorized Duplication of their Phonograms Patent Cooperation Treaty Nice Agreement Concerning the International Classification of Goods and Service for the Registration of Marks Budapest Treaty on the International Recognition of the Deposit of Microorganisms for the Purposes of Patent Procedure

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International Convention for the Protection of New Varieties of Plants

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Agreement on Trade-related Aspects of Intellectual Property Rights

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Patent Law of the People’s Republic of China and its Implementing Regulations

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Trademark Law of the People’s Republic of China and its Implementing Regulations Copyright Law of the People’s Republic of China and its Implementing Regulations Anti-unfair Competition Law of the People’s Republic of China Regulations of the People’s Republic of China on the Customs Protection of Intellectual Property Rights

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Regulations on the Protection of the Computer Programs

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Regulations on the Protection of Layout Design of Integrated Circuits

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Regulations on Patent Agency

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Regulations on the Collective Management of Copyright

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Regulations of the People’s Republic of China on the Administration of Special Symbols Regulations on the Protection of the World Exposition Symbols

By 2004, China had ratified fifteen international conventions and treaties related to intellectual property rights protection, including Paris Convention for the Protection of Industrial Property, Berne Convention for the Protection of Literary and Artistic Works, Madrid Agreement Concerning the International Registration of Mark, and Protocol Relating to the Madrid Agreement Concerning the International Registration of Marks. Prior to accession into the World Trade Organization, China had already thoroughly examined and rectified IPR-related laws and regulations to comply with the TradeRelated Aspects of Intellectual Property Rights (hereinafter referred to as “TRIPs Agreement”). Currently, China’s Patent Law, Trademark Law, Copyright Law and their respective implementation regulations are fully compatible with the TRIPs Agreement, 9

and offer full-scale protection to intellectual products, including patent, trademark, and works. In the Patent Law, China offers protection for invention, utility models, and designs. Patents application shall be made to the Intellectual Property Bureau of the PRC. The Patent Law clearly sets forth provisions for novelty, inventiveness and practical applicability of the invention or utility model in question as well as the protection period. In China, the protection period for inventions is twenty years, and for utility models and designs ten years. Exhibitors applying for trademark registration in China shall follow the provisions of the Patent Law. The Patent Law regulates trademark application, examination and approval, identification of famous trademarks, scope of trademark protection, etc. The protection period for registered trademark is ten years. The protection period for property rights of works is fifty years as from the death of the author. In addition, China has revised the Regulations Governing Customs Protection of the Intellectual Property Rights and has developed a comprehensive system governing customs protection of intellectual property rights. China thus has established a comprehensive legal system for intellectual property protection. Participants’ intellectual properties, which are consistent with the Chinese laws, shall be well respected and protected. To protect the intellectual property rights of participants in Expo 2010, China is conducting researches on drafting interim facilities so that Expo 2010 may facilitate efficient scenario for the patent application, intellectual property rights protection and dispute settlement. c. Customs 

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Customs Law of the People’s Republic of China The Rules of Administrative Penalties for the Implementation of the Customs Law of the People’s Republic of China Supervisory Measures on Imports Under Temporary Admission of the Customs of the People’s Republic of China Supervisory Measures on Imported Exhibits of the Customs of the People’s Republic of China Supervisory Measures on Imports and Exports Using ATA Carnets of the Customs of the People’s Republic of China Operational Procedures for the Supervisory Measures on Imports and Exports Using ATA Carnets of the Customs of the People’s Republic of China Regulations of the People’s Republic of China on Import and Export Duties

The Customs of the PRC shall be the state administration responsible for supervision and control over everything entering and leaving the Customs territory according to the PRC Customs Law. The Customs shall, in accordance with the Customs Law and other related laws and regulations, exercise supervision and control over the means of transport, goods, travelers’ luggage, postal items and other articles entering or leaving the territory, collect Customs duties and other taxes and fees, uncover and suppress smuggling, work out Customs statistics and handle other Customs operations.

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Detailed provisions as regards calculations of Customs duty, collection procedure, situations where Customs duty is reduced, exempted or temporarily exempted can be found in the PRC Regulations on Import and Export Duties. Meanwhile, the Customs Law provides for the legal responsibilities of acts in violation of Customs control, among which the legal responsibility of smuggling is further prescribed in the PRC Rules of Administrative Penalties for the Implementation of the Customs Law. Currently the Chinese Customs performs Customs control of exhibits (1) as imports under temporary admission or (2) as imports using ATA carnets. If the exhibits enter the Customs territory in the first condition, the PRC Supervisory Measures on Imports under Temporary Admission of the Customs and the PRC Supervisory Measures on Imported Exhibits of the Customs shall apply. These Measures set forth the definition of imported exhibits, duty collection, duty exemption, as well as the declaration procedure, re-shipment out of the territory, guarantee submission of the imports under temporary admission. When the second condition (i.e. ATA carnets) is quoted, the PRC Supervisory Measures on Imports and Exports Using ATA Carnets of the Customs together with its Operational Procedures shall apply. No guarantee or declaration form is required to be provided for exhibits imported using ATA carnets free of duty and the procedures of Customs clearance and Customs transfer is more simplified. (As China merely joined Annex A and Annex B1 of Istanbul Convention, only exhibits can be imported using ATA carnets). The above-mentioned stipulations are in line with the Customs Annex of the BIE. China will continue to honor the promises made in the bid for Expo 2010 and simplify the formalities and facilitate the Commissioners General, the working personnel and materials of the participants to entering China. The Commissioners General will be given some diplomatic privileges and VIP treatment, diplomat identification card and permit to stay, and guest treatment during major events such as national/special days of pavilions. The working personnel will enjoy facilitation in visa issuance and work permit. Materials related to exhibition will be zero-rated in entry and exit and usage as long as they are exhausted during Expo 2010 or re-shipped out of China within a reasonable period of time after the closing of the Expo. The products and equipments specially required for the pavilions will be given inspection and formalities for temporary entry into China in accordance with the credentials and guarantees issued by the Organizer of the Expo. d. Taxation 

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Law of the People’s Republic of China on Tax Levy and Management Individual Income Tax Law of the People’s Republic of China and Its Implementing Regulations Income Tax Law of the People’s Republic of China for Enterprises with Foreign Investment and Foreign Enterprises and Its Implementing Regulations Value Added Tax Regulations (Tentative) of the People’s Republic of China Enterprise Income Tax Regulations (Tentative) of the People’s Republic of China

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Urban Land Use Tax Regulations (Tentative) of the People’s Republic of China Land Value Added Tax Regulations (Tentative) of the People’s Republic of China

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Business Tax Regulations (Tentative) of the People’s Republic of China

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Consumption Tax Regulations (Tentative) of the People’s Republic of China

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Stamp Duty Regulations (Tentative) of the People’s Republic of China

According to the PRC Individual Income Tax Law, Individual Income Tax (hereinafter referred to as “IIT”) is levied on the income derived from sources both inside and outside China of individuals who have domicile in China, or though without domicile have resided for one year or more in China; and on the income derived from sources within China of individuals not domiciled or resident in China, or individuals not domiciled but have resided in China for less than one year. IIT applies to wages and salaries, income from personal services, royalties, and income from assignment of property, etc. In the meanwhile, if an enterprise with foreign investment is established in China, it shall be subject to Enterprise Income Tax Income Tax levied on its taxable income derived from production, business operations and other sources pursuant to the PRC Income Tax Law for Enterprises with Foreign Investment and Foreign Enterprises. VAT applies to the sales of imported goods in China, and also applies to processing and repairs or replacement services carried out in China according to the PRC Value Added Tax Tentative Regulations. Business tax is payable by non-VAT payers. According to the PRC Business Tax Tentative Regulations, business tax is payable at varying rates by individuals or enterprises that provide services, sell immovable property or assign intangible assets. Besides, according to the PRC Consumption Tax Tentative Regulations, consumption tax is tax payable on the sales value or volume of taxable consumer goods sold in China by enterprises and individuals engaged in the production, sub-contracted processing or importation of selected categories (like cigarettes and alcoholic drinks). It is levied on consumer goods on top of VAT. Stamp duty is levied on the formations, issue and reception of vouchers (such as contracts) during the economic activities according to the PRC Stamp Duty Tentative Regulations. To fulfill the tax-related promises made by the Chinese government in the bid for the Expo, the Ministry of Finance, the State Taxation Administration and the General Administration of Customs are completing studies and preparing drafts of preferential tax policies for income derived from, among others, sales of souvenirs/exhibits in the Expo site by the enterprises of the participating countries and labor provided by organizations and individuals in the Expo site, etc., in order to create a more favorable environment for all participants in Expo 2010. e. Others 

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Law of the People’s Republic of China on Administration for Public Security Law of the People’s Republic of China on the Prevention and Control of Infectious Diseases Regulations of the People’s Republic of China on Exit and Entry Frontier Inspection

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Frontier Health and Quarantine Law of the People’s Republic of China Law of the People’s Republic of China on the Imported and Exported Animal and Plant Quarantine Law of the People’s Republic of China on Import and Export Commodity Inspection

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Fire Prevention Law of the People’s Republic of China

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Advertisement Law of the People’s Republic of China

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Construction Law of the People’s Republic of China

Personnel, exhibits, and materials of the participants in Expo 2010 shall be governed by the regulations, inter alia, the PRC Regulations on Exit and Entry Frontier Inspection, PRC Import and Export Commodity Inspection Law, PRC Frontier Health and Quarantine Law and PRC Quarantine Law for Animal and Plant Frontier Entry and Exit while entering into and exiting China. The PRC Regulations on Exit and Entry Frontier Inspection deals with the frontier inspection and management of the personnel, vehicles and materials entering and exiting China. The PRC Import and Export Commodity Inspection Law stipulates the inspecting organizations and procedures for the import and export commodity. The PRC Frontier Health and Quarantine Law provides the guidance relating to the health inspection and quarantine, and prevention of infectious disease getting in or out of China. The PRC Quarantine Law for Animal and Plant Frontier Entry and Exit regulates the inspection of the animal and plant import and export, identifying the inspecting organizations and procedures and preventing the animal or plant disease entering or exiting China board. In addition, the pavilion construction by the participants of the Expo 2010 shall be governed by the PRC Construction Law and the PRC Fire Prevention Law. The advertising activities within China shall be governed by the PRC Advertisement Law. The English version of the above-mentioned laws and regulations of China will be made available to Participants in relevant Participation Guidelines.

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Ref: 1-1 Application Letter for Registration of the World Exposition Shanghai China 2010 Issued by the Government of the People’s Republic of China Mr. V. G. Loscertales Secretary General of the Bureau International des Expositions Beijing, April 1st, 2005 Dear Mr. Loscertales, Following the approval of the date of the World Exposition Shanghai China 2010 by the General Assembly of the Bureau International des Expositions at its 132nd session held in December 2002, the Government of the People’s Republic of China hereby applies for registration of the World Exposition Shanghai China 2010 and submits the required documents to the Bureau, in accordance with the provisions of Article 6 of the Convention Relating to International Exhibitions. The World Exposition Shanghai China 2010 will be held from May 1st to October 31st 2010, on the theme “Better City, Better Life”. The Government of the People’s Republic of China will make its utmost efforts and take all measures necessary to fulfill the obligations of the host country as prescribed in the provisions of the Convention Relating to International Exhibitions, particularly in Article 10 of the Convention.

Wu Yi Vice Premier of the State Council People’s Republic of China Chairperson of Shanghai 2010 World Exposition National Organizing Committee

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Ref: 1-2 Messages of Commitment from the Central Government Leaders, Relevant Ministries and Commissions and the Shanghai Municipal Government Message by Mr. Tang Jiaxuan, Minister of Foreign Affairs of PRC On Granting the Convenience of Entry during Expo 2010 Shanghai China Beijing, December 30th, 2001 The Chinese Government shall observe the provisions of the Convention Relating to the International Exhibitions and, in accordance with China’s relevant rules, issue visas to and provide necessary convenience for the preparatory and exhibition staff of the participants in light of their actual needs. Meanwhile, the Chinese Government shall issue corresponding visas and accord entry convenience to visitors to Shanghai from all countries during the Exposition in accordance with the relevant laws and regulations of the People’s Republic of China.

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Message by Mr. Xiang Huaicheng, Minister of Finance of PRC On Providing Financial Support for Expo 2010 Shanghai China Beijing, December 26th, 2001 If Expo 2010 is held in Shanghai, the Chinese Central Government will provide full support for the financial expenditures incurred for hosting the Exposition.

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Message by Mr. Jia Chunwang, Minister of Public Security of PRC On Guaranteeing the Security during Expo 2010 Shanghai China Beijing, December 27th, 2001 The Ministry of Public Security of the People’s Republic of China hereby gives its full support to the holding of Expo 2010 in Shanghai. The central and local public security departments of China pledge adequate force to prevent and dispel any religious, political and ethnic disturbances or any potential threats from terrorist groups and preserve long-term social stability. During the Exposition, the Ministry of Public Security of the People’s Republic of China shall cooperate closely with relevant international institutions and various domestic departments concerned in facilitating the entry and exit of tourists. It will take every effective measure to ensure security throughout the Exposition and protect the personal safety and property of the exhibitors and visitors. The security departments in Shanghai and throughout China have built a network of strict social security control capable of effective prevention, quick response and emergency handling, ready to implement all protective measures to ensure the safety and security of Expo 2010 under the guidance of BIE.

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Message by Mr. Mou Xinsheng, Administrator of Customs of PRC On Granting Convenience for Customs Clearance for the Import and Export of Goods during Expo 2010 Shanghai China Beijing, December 26th, 2001 The General Administration of Customs of the People’s Republic of China hereby solemnly pledges as follows: Ⅰ.The customs clearance for Expo 2010 Shanghai China shall be handled in accordance with the Customs Law of the People’s Republic of China and other relevant Chinese laws and regulations as well as the Rules for Customs Declaration of Imported Goods from Exhibitors for the World Exposition as contained in the Convention Relating to International Exhibitions. The customs formalities will be streamlined to facilitate the clearance procedures. Ⅱ.For the exhibits imported by the participants during the Exposition, the Customs shall apply temporary import procedures, waiving the import permit, the import duty and other customs duties and taxes. Those exhibits include: 1. Goods and articles to be displayed or demonstrated in the Exposition; 2. Articles required for the machines or instruments to be demonstrated; 3. Building and decoration materials that participants may use to construct the temporary exhibition stands; and 4. Audio-visual equipment, films, slides, video tapes, tapes, manuals and advertisements for demonstrating and promoting the exhibits. The above-mentioned exhibits to be imported during the Exposition are categorized as “temporarily imported goods” with the approval of the Customs and exempted from the import permit, the import duty and other customs duties and taxes. Those exhibits other than the consumables identified by the Customs should be transported out of China after the Exposition. For those exhibits converted into imported goods, the Customs shall require regular import formalities according to the Customs Law of the People’s Republic of China, the Supervisory Measures on Imported Exhibits of the Customs of the People’s Republic of China and the Supervisory Measures on Imports under Temporary Admission of the Customs of the People’s Republic of China. Ⅲ. The afore-mentioned exhibits, other than the consumables, samples, publicity and promotion articles used or distributed as gifts during the Exposition, shall be transported out of China after the Exposition. For those to be sold or re-used in China, they shall go through customs formalities in accordance with the relevant rules of the Customs of the People’s Republic of China. IV. Temporary entry permits shall be granted to the articles for the personal use of the working personnel of the participants in the Exposition, the accredited media, the 18

sponsors and the suppliers concerned with the Exposition. V. Any printed matter or audio-visual products that are harmful to China politically, economically, culturally and morally or that would violate the intellectual property rights of others shall be banned from display or use. They shall be confiscated or turned back by the Customs, or rectified by the exhibitors before use. VI. The participants that are signatories to the ATA Convention (Customs Convention on the ATA Carnet for the Temporary Admission of Goods) are advised to go through the customs clearance procedures with the ATA carnet.

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Message by Mr. Li Changjiang, Administrator of Quality Supervision and Inspection and Quarantine of PRC on Facilitating the Inspection and Quarantine Clearance during Expo 2010 Shanghai China Beijing, December 29th, 2001 I. General Administration of Quality Supervision, Inspection and Quarantine shall provide the following conveniences: 1. Temporary inspection passages shall be set up on the entry inspection sites of all airports and seaports for the participating delegations and other relevant personnel. 2. Temporary inspection and quarantine and inspection declaration offices shall be set up on the Exposition site to provide convenience in the following terms: (a) Providing consulting service as regards inspection and quarantine; (b) Controlling and handling in time emergencies concerning inspection and quarantine; and (c) Receiving the electronic documents of declaration that the participating delegations submit in advance of the animals and plants and the relevant by-products, and taking necessary measures to facilitate their admission. II. During the Exposition, the General Administration shall provide the following conveniences for the working personnel of the participating delegations as regards their health inspection: 1. The working personnel of the participating delegations may submit a collective declaration for health inspection through the agency of a certain Chinese department; 2. For the working personnel who declare of their own accord the contraction of AIDS (including HIV carriers), venereal diseases and leprosy, the General Administration shall issue the permit for their entry after informing the reception departments which shall take necessary supervision and control measures accordingly; and 3. The working personnel of the participating delegations who come from the areas infected with yellow fever shall present a valid certificate of yellow fever inoculation, or otherwise shall be detained for inspection by the inspection and quarantine department at the port of entry according to relevant regulations. III. During the Exposition, the General Administration shall apply official inspection and quarantine procedures in accordance with relevant rules to the animals and their byproducts that the working personnel of the participating delegations may bring for personal use, such as fruits, smoked meat, ham, butter, cheese, and fresh milk. The participating delegations may submit, one month in advance via an agency, a list of the animals and plants and their by-products for personal use to the General Administration. At the time of entry, the General Administration shall apply the inspection and quarantine procedure at the port of entry, and issue the entry permit after registration provided that the inspection requirements are met and potential threat dispelled. After entry, it shall

20

exercise supervision over the use of the above-mentioned animal and plant foodstuff. The left-over and waste of the above-mentioned articles shall be destroyed under its supervision. IV. The participating delegations shall enjoy the following conveniences as regards the inspection and quarantine of their exhibits for entry: 1. The animals and plants and their by-products required for the Exposition shall enjoy the necessary convenience as regards the application of the Quarantine Permit of Animals and Plants for Entry; 2. The not-for-sale articles may be exempted from quality inspection so long as the governments of the participating countries or regions have produced the quality guarantee; and 3. The articles to be inspected shall go through collective declaration, collective inspection and quarantine, and collective admission at the special office of the General Administration to Expo 2010 Shanghai China.

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Letter from the Shanghai Municipal People’s Government Shanghai, December 10th, 2001 President Gilles Noghes, Secretary General V.G. Loscertales, Delegates to the Bureau International des Expositions, In my capacity as Acting Mayor of Shanghai and on behalf of the Shanghai Municipal People’s Government and all the sixteen million people of Shanghai, I have the pleasure to present Shanghai’s candidature for Expo 2010. Shanghai, an economic center of China, is a fast-growing metropolis blending the eastern and western cultures. We firmly believe that, with the support of the Chinese Government and the entire Chinese people, Shanghai, determined as it is, is capable of making Expo 2010 a complete success and turning the Expo into a bridge for international economic and cultural exchanges leading to greater friendship among all peoples. Let me assure you that, given the honor to host Expo 2010, Shanghai will provide top-class transport facilities, state-of-the-art technological services, and a clean and beautiful environment. We pledge that the residents of Shanghai will spare no effort to make a success of the Exposition and leave an indelible impression upon all the participants. We earnestly hope that Expo 2010 will be held in Shanghai.

Chen Liangyu Acting Mayor of Shanghai

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Letter of Commitment from the Shanghai Municipal People’s Government Shanghai, December 10th, 2001 President Gilles Noghes, Secretary General V.G. Loscertales, Delegates to the Bureau International des Expositions, The Shanghai Municipal People’s Government hereby fully supports the plans put forward by the Expo 2010 Shanghai China State Bidding Commission and Expo 2010 Shanghai China Municipal Bidding Committee as regards land use, construction, budget, security guarantee and other projects for the Exposition. We hereby pledge to satisfy all and any requirements in terms of finance, space, personnel and pavilions, abide by all regulations set by BIE, fulfill relevant obligations on our part, and carry out responsibilities arising in the process of bidding for and hosting Expo 2010. We also promise to adopt other necessary means and measures to ensure the success of Expo 2010 Shanghai China.

Chen Liangyu Acting Mayor of Shanghai

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Ref: 1-3 Members of the National Organizing Committee and the Executive Committee of the Shanghai 2010 World Exposition 1. Members of the Shanghai 2010 World Exposition National Organizing Committee Chairperson: Vice Premier of the State Council Vice-Chairman: Secretary of the CPC Shanghai Municipal Committee Deputy Directors: Mayor of Shanghai Chairman of the CCPIT Deputy Secretary-General of the State Council Vice Minister of Commerce Assistant Minister of Foreign Affairs Other Members: Deputy Director of Publicity Department of the CCCPC Deputy Director (Vice Minister) of the General Office of the Committee of Administrative Compositions of Central Departments Deputy Director of the National Development and Reform Commission Vice Minister of Science and Technology Deputy Director (Vice Minister) of the Guard Bureau of the Ministry of Public Security Vice Minister of Finance Vice Minister of Land and Resources Vice Minister of Construction Vice Minister of Railways Vice Minister of Communications Vice Minister of Health Deputy Administrator of Customs Deputy Administrator of Taxation Deputy Administrator of Industry and Commerce Deputy Administrator of Quality Supervision, Inspection and

24

Quarantine Deputy Administrator of Civil Aviation Deputy Director of the State Intellectual Property Office Deputy Administrator of National Tourism Deputy Director of the Legislative Affaires Office of the State Council Deputy Director of Information Office of the State Council Vice Chairman of the CCPIT Vice Mayor of Shanghai Commissioner General of the Exposition 2. Members of the Shanghai 2010 World Exposition Executive Committee Director: Secretary of the CPC Shanghai Municipal Committee Executive Directors: Mayor of Shanghai Chairperson of the CCPIT Deputy Director: Vice Mayor of Shanghai Full-Time Deputy Directors: Two Full-time Deputy Directors

25

26

Supervising & Auditing Department

Legal Affairs Department

Shanghai 2010 World Exposition National Organizing Committee Headed by Mme. Wu Yi

Human Resources Department

Chief Designers

Planning & Finance Department

Operation Management Department

Construction Coordination Department

Media Center / Public Relations Department

Market Development Department

Exhibition Content & Cultural Activities Department

International Participants Department

Research Center / Strategy Planning Department

Administrative Office

Ref: 1-4 Organizational Chart

Commissioner General of the Exposition Mr. Hua Junduo

Shanghai 2010 World Exposition Executive Committee Headed by Mr. Chen Liangyu

Bureau of Shanghai World Expo Coordination Organizer

Chief Architects

Ref: 1-5 Regulations on the Protection of the World Exposition Symbols Article 1 The present Regulations are formulated for the purpose of enforcing the protection of the World Exposition symbols and safeguarding the legitimate rights and interests of the rights holders of the World Exposition symbols. Article 2 For the purpose of these Regulations, “the World Exposition symbols” refer to: (1) The name (including the full name, short name, translated name and abbreviations, hereinafter the same), emblem, or other symbols of the bidding organization of the World Exposition Shanghai China 2010; (2) The name, emblem or other symbols of the Organizer of the World Exposition Shanghai China 2010; (3) The name, emblem, flag, mascot, anthem, thematic term, and slogan of the World Exposition Shanghai China 2010; and (4) The flag of the Bureau International des Expositions. Article 3 For the purpose of these Regulations, “rights holders of the World Exposition symbols” refer to the Organizer of the World Exposition Shanghai China 2010 and the Bureau International des Expositions. The Organizer of the World Exposition Shanghai China 2010 is the rights holder of the World Exposition symbols prescribed in Para.1, Para.2 and Para.3 of Article 2 of these Regulations. The division of the rights of the World Exposition symbols referred to in Para.4 of Article 2 between the Organizer of the World Exposition Shanghai China 2010 and the Bureau International des Expositions shall be determined in accordance with the Bid Documents, the application for Registration of the World Exposition Shanghai China 2010 and the Regulations Concerning the Use of the International Exhibition’s Flag. Article 4 The rights holders of the World Exposition symbols own the exclusive rights of the World Exposition symbols according to these Regulations. No one may use the World Exposition symbols for commercial purposes (including potential commercial purposes, hereinafter the same) without the authorization of the rights holders of the World Exposition symbols. Article 5 For the purpose of these Regulations, “use for commercial purposes” means the use of the World Exposition symbols for profit-making purposes in the following ways: (1) Using World Exposition symbols on goods, packaging or containers of goods or trade transaction documents; 27

(2) Using the World Exposition symbols in the service industry; (3) Using the World Exposition symbols in advertisements and publicities, commercial exhibitions, profit-making performances and other commercial activities; (4) Selling, importing or exporting the goods bearing the World Exposition symbols; (5) Manufacturing or selling the World Exposition symbols; (6) Using the World Exposition symbols as trade name for the registration of enterprise name, which may mislead or confuse the market; and (7) Other acts of using the World Exposition symbols that might mislead people to infer license relationships between the doer of the act and the rights holders of the World Exposition symbols. Article 6 The administrative department for industry and commerce under the State Council shall, under the provisions of these Regulations, be responsible for the protection of the World Exposition symbols throughout the country. The administrative department for industry and commerce at or above the county level shall, under the provisions of these Regulations, be responsible for the protection of the World Exposition symbols within their respective administrative areas. Article 7 The rights holders of the World Exposition symbols shall report their World Exposition symbols for the record to the administrative department for industry and commerce under the State Council which shall make a public announcement thereof. Article 8 The lawful use of the World Exposition symbols before the effective date of these Regulations may continue within the defined limits. Article 9 Any disputes arising from the arbitrary use of the World Exposition symbols for commercial purposes without the authorization of the rights holders of the World Exposition symbols, that is, from the infringement upon the exclusive rights to the World Exposition symbols, shall be settled through consultation among the parties concerned. If the parties concerned are unwilling to resort to consultation or the consultation fails, the rights holders of the World Exposition symbols or the interested parties may institute legal proceedings in the people’s court according to law or request the administrative department for industry and commerce to handle the case. Upon the request of the parties concerned, the administrative department for industry and commerce may mediate on the amount of compensation for the loss caused by the infringement of the exclusive rights to the World Exposition symbols. If the mediation fails, any parties concerned may, in accordance with relevant laws, institute legal proceedings in the people’s court. Article 10 28

When an administrative department for industry and commerce, on the basis of evidence or information obtained, investigates into a suspected infringement upon the exclusive rights to the World Exposition symbols, it may exercise the following functions and powers: (1) Questioning the parties concerned to find out the facts regarding the infringement upon the exclusive rights to the World Exposition symbols; (2) Checking and reproducing the contracts, invoices, account books and other materials related to the infringement; (3) Conducting on-the-spot inspection of the premises where the party concerned conducts suspected acts infringing upon the exclusive rights to the World Exposition symbols; and (4) Inspecting articles involved in the infringement, sealing or seizing the articles that may serve as evidences for the infringement upon the exclusive rights to the World Exposition symbols. When the administrative department for industry and commerce exercises the functions and powers provided for in the preceding paragraph in accordance with law, the parties concerned shall assist and cooperate with it, and may not refuse to do so or stand in its way. Article 11 Where the administrative department for industry and commerce determines that the fact of infringement is established, it shall order the culprit to cease the infringement immediately, and it shall confiscate and destroy the goods in question and the tools for manufacturing the goods or the World Exposition symbols for commercial purposes without authorization. If there are illegal proceeds, the administrative department for industry and commerce shall confiscate them and at the same time impose a fine of no more than five times of the illegal proceeds; if there are no illegal proceeds, a fine of no more than RMB 50,000 may be imposed. Where a person uses the World Exposition symbols to engage in swindle or other illegal activities which constitute a crime shall be subjected to criminal investigations in accordance with relevant laws. Article 12 Any goods that infringe upon the exclusive rights to the World Exposition symbols shall be banned from import or export. The provisions of the Regulations of the People’s Republic of China on the Customs Protection of Intellectual Property Rights shall apply to the procedure of the customs protection of the exclusive rights to the World Exposition symbols. Article 13 The amount of compensation for infringement of the exclusive rights to the World Exposition symbols shall be determined on the basis of the loss that the rights holder suffers from the infringement or the profit that the culprit gains, including the reasonable expenses paid for investigating the infringement. Where the losses incurred as a result of the infringement and the profit obtained by the culprit are difficult to determine, the 29

compensation shall be reasonably determined in the light of the licensing fees for using the World Exposition symbols in question. Those who unknowingly sell goods which infringe upon the exclusive rights to the World Exposition symbols and can prove that the goods are acquired lawfully and identify the supplier shall not bear any compensation liability. Article 14 Any entity or individual may inform the administrative department for industry and commerce or other administrative departments concerned of any act of using the World Exposition symbols in violation of the provisions of these Regulations. Article 15 In addition to these Regulations, the World Exposition symbols are also protected by other laws and administrative regulations such as the Copyright Law of the People’s Republic of China, the Trademark Law of the People’s Republic of China, the Patent Law of the People’s Republic of China, the Anti-unfair Competition Law of the People’s Republic of China and the Regulations on Administration of Special Symbols. Article 16 The present Regulations shall enter into force on December 1st, 2004.

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2. Title, Theme and Duration of the Exposition 2.1 Titles and Theme The full title is “the World Exposition Shanghai China 2010”. Its short forms are “Expo 2010 Shanghai China”, “Expo 2010”, “the Exposition” or “the Expo”. The theme is “Better City, Better Life”.

2.2 Opening and Closing Dates Expo 2010 Shanghai China will last for six months. The opening date shall be May 1st, 2010. The closing date shall be October 31st, 2010. The year 2010 will mark the 32nd year of China’s reform and opening-up as well as the 20th anniversary of the opening-up and development of the Pudong Area of Shanghai. A series of grand ceremonies and celebrations will be held to mark the occasion. The opening date, May 1st, 2010, will be the International Labor Day and the beginning of a seven-day-long holiday in China. The most important event will be the opening ceremony of Expo 2010 Shanghai China. The ceremony, including a display of fireworks and colorful lights, and the performance of songs and dances, will start in the afternoon and last till late at night. In the evening, the logo of Expo 2010 formed by laser beams and traditional fireworks will illuminate the sky and announce to the world the opening of Expo 2010. The graceful contours of exposition pavilions delineated by colorful lights, together with the fireworks and laser beams, will present a most beautiful picture. At the site of Expo 2010, a pageant of folk songs and dances from all the participating nations will be performed amidst green trees and brilliant flowers. All this will demonstrate the common aspiration of humankind to live a better life. The closing date will fall on October 31st, 2010, when the grand closing ceremony, together with related activities, is planned to be held.

2.3 Weather Conditions of the Period between the Opening and Closing Dates Shanghai has a northern subtropical and East Asian monsoon climate with mild and moist weather and a clear distinction of the four seasons. The time period for Expo 2010, which spans bright spring, clear summer and pleasant autumn, is distinguished by mild temperature, ample sunshine and inviting breeze. This is the best time of the year for holding expositions and other events as well as for tourists to visit Shanghai.

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Monthly Average Temperature (℃)

35 30 25 20 15 10 5 0 Jan.

Feb.

Mar.

Apr.

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

Monthly Average Precipitation (millimeters) 250 200 150 100 50 0 Jan.

Feb.

Mar.

Apr.

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

2.4 Major Festivals and Events during the Exposition The duration of six months will enable people, especially those coming from afar, to visit the Expo at a time of their convenience. Moreover, the six months will cover two seven-day-long Chinese holidays in early May and early October respectively. People in China tend to travel during these long holidays, and this will bring more visitors to the Exposition. Moreover, as July and August are the summer vacation for the Chinese students, the Expo will attract a large number of young visitors. During the period of Expo 2010, there is a variety of commemorative days and international and traditional festivals. Colorful commemorative activities and folk events will add to the festive atmosphere of the Exposition.

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Examples of Commemorative Days and Traditional Festivals During the Expo Name

Date

International Labor Day

May 1st , 2010

Chinese Youth Day

May 4th, 2010

World Red Cross Day

May 8th, 2010

International Day of Families

May 15th, 2010

China National Day of Assisting the Disabled

May 16th, 2010

World Telecommunication Day

May 17th, 2010

International Museum Day

May 18th, 2010

World Non-Tobacco Day

May 31st, 2010

International Children’s Day

June 1st, 2010

World Environment Day

June 5th, 2010

China Population Day

June 11th, 2010

Dragon Boat Festival

June 16th, 2010 (May 5th in the Chinese lunar calendar)

China Children’s Charity Day

June 22nd, 2010

International Olympic Day

June 23rd, 2010

UN Charter Day

June 26th, 2010

International Day Against Drug Abuse and Illicit Trafficking

June 26th, 2010

UN International Day of Cooperatives

July 3rd, 2010

World Population Day

July 11th, 2010

International Youth Day

August 12th, 2010

Chinese Valentine’s Day

August 16th, 2010 (July 7th in the Chinese lunar calendar)

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Clean Up the World Day

September 14th, 2010

International Day of Peace

September 21st, 2010

Mid-Autumn Festival

September 22nd, 2010 (August 15th in the Chinese lunar calendar)

World Tourism Day

September 27th, 2010

Birthday of Confucius

September 28th, 2010 (August 21st in the Chinese lunar calendar)

China’s National Day

October 1st, 2010

World Habitat Day

October 4th, 2010

World Animal Day

October 4th, 2010

World Post Day

October 9th, 2010

World Mental Health Day

October 10th, 2010

World Standards Day

October 14th, 2010

United Nations Day

October 24th, 2010

Note: Other annual or biennial local festivals include Shanghai International Art Festival, Shanghai International Film Festival, and Shanghai International Tourist Festival, whose exact dates are yet to be decided.

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2.5 Calendar J anuary T W T

February S M F S S M T W T F S S 1 2 1 2 3 4 5 6 3 4 5 6 7 8 9 7 8 9 10 11 12 13 7 10 11 12 13 14 15 16 14 15 16 17 18 19 20 14 17 18 19 20 21 22 23 21 22 23 24 25 26 27 21 24 25 26 27 28 29 30 28 28 31 April May S M T W T F S S M T W T F S S 1 2 3 1 4 5 6 7 8 9 10 2 3 4 5 6 7 8 6 11 12 13 14 15 16 17 9 10 11 12 13 14 15 13 18 19 20 21 22 23 24 16 17 18 19 20 21 22 20 25 26 27 28 29 30 23 24 25 26 27 28 29 27 30 31 July August S M T W T F S S M T W T F S S 1 2 3 1 2 3 4 5 6 7 4 5 6 7 8 9 10 8 9 10 11 12 13 14 5 11 12 13 14 15 16 17 15 16 17 18 19 20 21 12 18 19 20 21 22 23 24 22 23 24 25 26 27 28 19 25 26 27 28 29 30 31 29 30 31 26 October T W T

November S M F S S M T W T F S S 1 2 1 2 3 4 5 6 3 4 5 6 7 8 9 7 8 9 10 11 12 13 5 10 11 12 13 14 15 16 14 15 16 17 18 19 20 12 17 18 19 20 21 22 23 21 22 23 24 25 26 27 19 24 25 26 27 28 29 30 28 29 30 26 31

The Duration of Expo 2010

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March M T W T F S 1 2 3 4 5 6 8 9 10 11 12 13 15 16 17 18 19 20 22 23 24 25 26 27 29 30 31

M

T 1 7 8 14 15 21 22 28 29

J une W 2 9 16 23 30

T F S 3 4 5 10 11 12 17 18 19 24 25 26

September T W T F S 1 2 3 4 6 7 8 9 10 11 13 14 15 16 17 18 20 21 22 23 24 25 27 28 29 30 M

December M T W T 1 2 6 7 8 9 13 14 15 16 20 21 22 23 27 28 29 30

F S 3 4 10 11 17 18 24 25 31

3. Theme Development and the Classification of Exhibition Activities 3.1 Connotations of the Theme 3.1.1 Background The theme of the World Expo 2010 Shanghai is “Better City, Better Life”. The topic originates from thousands of years of human civilization. In the meantime, selection of the theme is the continuation of a 154-year tradition of the World Expositions, whose themes have always reflected a common concern or interest of humankind at a particular historical stage. With the fast urbanization of human society, improving the functioning of cities as the major carrier of and mechanism for modern human life, and building a harmonious relationship between cities and their rural hinterland are becoming increasingly important on the global agenda. A super-large city in the Asian-Pacific region, Shanghai, China was honored at the turn of the century with the opportunity to host the World Expo 2010, the very first Expo in history with a theme on cities. Expo 2010 will be a landmark occasion for reviewing the urban history of humankind and for mapping out the future of urban development. Mr. Loscertales, Secretary General of the International Bureau of Expositions, once said that the World Expo is a super event for a nation and a super event for global communication of knowledge through its theme. A sound theme development is the starting point of a successful World Expo. In preparation for the Expo 2010, the Organizer ought to conduct in-depth exploration of the theme and its sub-themes, which leads to a well-rounded interpretation of the theme and serves as the basis for participants to design exhibition content. Meanwhile, the Organizer will fully incorporate its understanding of the theme into the planning and designing of the China National Pavilion, the theme pavilions, as well as the events, symposia and forums to be held during the Expo, so that the Expo 2010 can truly be a great platform for displaying the past, present and future of cities and for the communication of knowledge about urban development. In addition, because Expo 2010 will be the very first registered World Expo to be held in a developing country, Shanghai has proposed, as far back as during the bidding stage, to bring the maximum number of developing countries to the Expo 2010. In the meantime, every effort will be made to construct a platform between the developed world and the developing world so that countries at varying stages of urbanization may benefit from one another’s experience in creating better cities and better life. This Theme Development embodies the understanding and interpretation of the theme by the Organizer at the current stage. The initial concepts for the China National Pavilion and the plans for thematic area are also laid out in the second part of this chapter, including the exhibitions, events, symposia and forums. a. Crystallization of human civilization The City is the crystallization of human civilization. Just as the American social

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philosopher Lewis Mumford put it, “The city is a special structure which, fine and compact, has been designed to preserve the fruits of human civilization.” Many western languages derived their versions of “Civilization” from the same Latin word “Civitas” (meaning “City”), and it is by no means a coincidence. By virtue of its embracive and regenerative nature, the city has played a significant role in the perfection of order in the human society, the fusion and evolvement of cultures and the accumulation of wealth. Created by humankind, the city has rewarded humankind with a rich, exquisite and wonderful life. Behind the city walls, people are able to enjoy a safer, more comfortable and more convenient life. Through development of cities and their interaction with the rural areas, these benefits are enabled to spread into other parts of human society. In cities, various cultures and customs meet, interact and fuse with each other; elements of production force agglomerate and turn into huge momentum for growth. It is also in the cities that the innovative buds in people’s mind find their hotbeds, which trigger off breathtaking technology revolutions. Within a city, the urban community is believed to be basic units where all these evolutions in culture, economy, science and technology were sensed and experienced by its residents, while outside the city, urban-rural interaction enhances development in both cities and the countryside. b. Challenges facing the city In the year 1800, only 2% of the global population lived in cities, but by 1950, the figure had risen to 29% ， and by this year (2005), 3.2 billion out of 6.5 billion world population are living in cities. According to an estimate of the United Nations, by 2010, the urban population will have accounted for 55% of the human population. There is no denying, however, that the city today, due to its high-density living pattern, is faced with a series of challenges, such as spatial conflicts, cultural collisions, resource shortage and environment degeneration. In some developed countries, city residents are disturbed by these problems and have come to doubt the future of urban life. In developing countries, where urbanization is in full swing, people are suffering from pollution, congestion and disorder in the city, which is always their dream land. Unless effective control measures are taken, the unchecked expansion of cities will aggravate these problems and in consequence the quality of urban life will be eroded. c. 2010 in Shanghai, China In the 21st century, it is more urgent than ever for human beings to study these urban issues for proper solutions. On December 3rd, 2002, the 132nd General Assembly of the BIE selected Shanghai, China as the host city for Expo 2010, which shows not only the BIE’s recognition of the capacity of China and the city of Shanghai in hosting such an event, but more importantly, the profound concern of the BIE or even the whole world over the urban issues. As one of the four major ancient civilizations, China had developed brilliant urban cultures in the early ages of human history. A considerable number of cities in China boast a history of over a thousand years. They collectively represent the essence of Chinese culture and constitute part of the world’s cultural heritage. China has one fifth of the global population, 5 ten-million-population cities, and as many as 102 one-million population cities. Over the past two decades, urban population in China has undergone a rapid increase. From 1978 to 2000, the percentage of urban population in the total

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population of China rose from 17.9% to 36.1%. Faced with the challenges brought about by rapid urbanization, the Chinese Government is committed to constructing sustainable cities. At the juncture of the past and the future, China is ready to take an active part in the dialogues and cooperation for building sustainable urban life globally. Shanghai is a legendary city itself. It was not until the mid 19th century, a time when the modern World Exposition took its first breath, when Shanghai started its evolution towards being a city. Ever since, the city has gone through every stage of urbanization, from birth, growth, gradual maturity to the present scale and strength. Today, standing at the meeting point of the East and West, the city of Shanghai would let its door wide open to people from all over the world who may display and share, in a city full of vision, passion and determination, the radiant colors of urban life and the solutions to the urban challenges.

3.1.2 Theme–Better City, Better Life The Istanbul Declaration on Human Settlements issued at the United Nations Conference on Human Settlements (Habitat II) reaffirms, “Our cities must be places where human beings lead fulfilling lives in dignity, good health, safety, happiness and hope.” All the problems facing the city, including congestion, pollution, crime and conflicts, are believed to originate in discords between man and nature, between man and man, and between spiritual and material lives. It is also maintained that such discords, if left unattended, will inevitably lead to the decline of life quality in cities and even the degeneration of human civilization. It is in face of such discords that Expo 2010 Shanghai China proposes the concept of “City of Harmony” as a response to the appeal for “Better City, Better Life.” Harmony was a core proposition of ancient Chinese philosophy that advocated harmony between people, between man and heaven, and between body and soul. In the Book of Rites, one of the Five Classics of Confucianism and which imagines and describes a Society of Great Harmony, Confucius told his disciples that “When the Grand course was pursued, a public and common spirit ruled all under the sky; they chose men of talents, virtue, and ability; their words were sincere, and what they cultivated was harmony.” Other philosophers of different schools in the pre-Qin dynasties also envisioned a harmonious society in their works. Harmony was also an ideal of ancient western philosophers. The ancient Greek philosopher Pythagoras (582–496 BC) proposed and expounded the theory of harmony in a systematic manner, holding that harmony entails antinomy and unity. A contemporary of Pythagoras, the Greek pre-Socratic philosopher Heraclitus (about 535–475 BC), proposed similarly that “harmony invisible [is] superior to the visible.” In Republic and Laws, Plato conceived an ideal state where “the whole society will attain perfectly harmonious development and all social classes will enjoy the happiness that nature bestows on them.” Over the past centuries, human beings have never stopped their search for models of harmonious cities. A series of theories, propositions and models, from More’s Utopia to Ledoux’s Idealized City and then to Howard’s Garden City, are all intended to achieve balance and harmony in terms of space, order, and spiritual and material input and output. Since the 1980s, the concept of sustainable development has risen as a fundamental 38

solution to the environmental and development issues. Governments around the world, in their local versions of Agenda 21, have formulated development strategies that more or less center on harmony between man and city, between man and nature, and finally between the current generation and the future generations. It can be clearly seen that the quest for the “City of Harmony” has run through urban history of humankind, and have increasingly become a highlight in our blue print of the future city. The “City of Harmony” is fundamentally constructed upon harmony between human beings and nature, between man and man, and between spiritual and material realms. The results, in turn, are manifested in the harmonious co-existence of diverse cultures, the harmonious development of economy in the city, the harmonious life in the age of science and technology, the harmonious functioning of communities–the cells of the city, and the harmonious interactions between urban and rural areas. The “City of Harmony” will usher in new thinking and practice in urban planning and urban management and will take them onto a higher stage of development. In order to well explore the implication of “City of Harmony” in the current era, it is highly suggested that two following backgrounds be taken into consideration: First, economic globalization has a significant impact on the development of cities. By virtue of rapid technological development, especially in terms of telecommunications and communications, and thanks to the gradual elimination of various trade barriers, elements of modern production, such as goods, technology, service, human resources, capital and information, are going across national borders more frequently and rapidly. Geographic distance and separation are losing their significance, so all countries in the world have got interweaved in terms of economic development and social progress. As a popular Chinese analogy goes, just pull one hair and the whole body is off balance. Economic globalization has tipped the scales of the power between cities, and changed the cultural, economic and social structure and stability in the city. In this context, the urban issues ought to be addressed in an open global system. Exchange, dialogue and cooperation between countries and cities are more important than ever. Second, disparities among nations in terms of urban development must be understood and addressed properly in developing the theme. Due to historical and geographical differences, developed countries and developing countries show dramatic disparities in their starting points and pace of urbanization, in the urban issues they face, and sometimes in the lessons they draw from the process. It is obvious that the developed countries have gradually found their way into the posturbanization age when people pay more attention to such issues as how to draw people back to the city by means of industrial restructuring, environment improvement, and infrastructure upgrading. On the other hand, in the developing countries where industrialization and modernization have been achieved of late, urbanization is in full swing and people are faced with a series of challenges brought about by rapid urbanization as concerns education, healthcare, housing and employment. We firmly believe that the quest for better life in a better city will continue and even reach a new height during Expo 2010. People of different ethnic origins and different religious faiths and speaking different languages, and people from countries and cities at different stages of development, will gather together in the area of 5.28 square kilometers 39

to display and explicate the theme of BETTER CITY, BETTER LIFE，which is in itself a perfect illustration of what Harmony is all about in the world of diversity and potential conflicts. As an ancient Chinese notion goes, the ultimate harmony is harmony among differences.

3.1.3 Sub-themes Expo 2010 will illustrate the concept of “City of Harmony” from five perspectives, namely, culture, economy, science and technology, communities, and rural-urban linkages. It is obvious that the five perspectives, or sub-themes, are independent from each other, but closely interrelated at the same time. In the process of developing of the sub-themes both the historical and contemporary perspectives have been adopted. The connections between the sub-themes are also duly covered. a. Blending of diverse cultures in the city Ever since its birth, the city has been accommodating the co-existence of different groups of people and different cultures, so the blend of diverse cultures is a special scene in the city. In the process of urban development, military conflicts, trade and migration have led to and even driven the collision and blending of multiple cultures, finally forming the unique style of each city. The style stems on the one hand from the cultural heritage and creative industries of the city, and on the other reflects the life style and value orientation of city inhabitants of all social sectors. Today, all countries in the world are paying more attention than ever to cultural freedom and cultural identity. In the climate of globalization, urban culture is subject to multiple impacts. For one thing, the prevalence of global or regional brands has led to the standardization of urban cultures, and the contact and collision between the relatively strong and weak cultures, between the foreign and the native cultures, and between the immigrant and the mainstream cultures, have never been more intense due to the free flow of information and people. Cultural diversity also means a harmony between the past and the future. The city is a key locus for heritage conservation, but the desire for economic development and modernization tends to pose a threat to the survival of tradition and heritage in cities. In the meantime, thanks to the rapid speed of information transmission and digital technology today, more and more people are brought to the awareness of the protection of material and non-material heritages under threat. For that matter, more and more city administrators have recognized that a cultural strategy connecting the past with the future, facilitating the harmonious co-existence of diverse cultures, and stressing cultural identification, will make an integral part of the master strategy of the city for sustainable development. b. Economic prosperity in the city The earliest cities had risen on the basis of bazaars, and agglomeration effect has played a critical role in the economic development in the city as a driving power. The urban economic prosperity may rely on its advantageous location, or its natural resources, or its human resources. In the age of knowledge economy, however, innovation and entrepreneurship have become the core dynamic for sustainable economic development in the city. The innovation potential of the city depends on its research capacities, and 40

more importantly on the creative interactions between people. Although closely connected with wealth of the city, entrepreneurship has for the most part derived from a cultural tradition that encourages risk-taking and business ventures. As innovation and entrepreneurship have to be carried out by people, the economic fate of the city depends on whether there are good work and living conditions to attract first-rate talents. In addition, good infrastructure facilities and consummate services will be a necessary support for economic prosperity in the city. Admittedly, conflicts exist between economic development and environmental conservation. In order to achieve the goal of sustainable development, many cities in the world today have adopted Recycle Economy as an important economic strategy. Recycle Economy advocates Reduction of resource consumption in production, Reuse of products, and Recycling of wastes (3Rs), aiming to achieve in the end a harmony between economic development and environmental well-being. In a word, economy in the future city will be more vigorous, and such vigor will come mainly from two sources: innovation and creativity of urban dwellers, and harmonious coexistence with nature. c. Innovation of science and technology in the city A huge platform for technological advancement, the city brings together various elements of innovation. The intensive communication among creative minds within the city produces sparks of innovation, and the research and production facilities in the city have at the same time helped to turn these sparks into technologies, and further into products and services that benefit humankind. Ever since the 20th century, rapid technological development has made extensive urbanization possible. Meanwhile, the enrichment and improvement of material life are most clear and obvious in the city. While the dream of flight has been a factual reality for just a hundred years, human has left its footprints on Mars. People have benefited greatly from science and technology in their day-to-day life, in their ways of communication, in healthcare and in wealth accumulation. In the meantime, the revolution of material life has left clear marks on people’s cultural life and spiritual pursuit. Today, when people observe the space through Hubble Space Telescope or reform life through genetic engineering, they are more clearly aware than ever of the limitation of science and technology. Science and technology are not omnipotent after all, and will not serve as a tool or weapon for humankind to conquer nature; instead, they should serve as a catalyst for symbiosis between human beings and nature. In the future city, science and technology will play a more constructive role in the conservation of nonrenewable resources, in the efficient use of energies, in the protection of bio-diversity, and in the building of a sustainable habitat models. In a word, science and technology will take humankind back to the embrace of Mother Nature. d. Remodeling of communities in the city Communities are cells of the city, and the most common form of space for life. Only healthy “cells” can make a healthy and harmonious city. The goals of cultural blending and economic prosperity are all attained in communities as most basic living quarters. Construction and remodeling of communities in the city have always been the most 41

urgent tasks of city administrators. It is the most lasting puzzle in the history of urban development as to how poverty-ridden areas can be eliminated from the social map of the city. Today, the structural change of urban population in developed countries and the rapid increase of urban population in developing countries have made the puzzle even more disturbing. In the Millennium Declaration, the United Nations proposes the goal of Cities without Slums, aiming to achieve a significant improvement in the lives of at least 100 million slum dwellers by 2020. Directed by the goal of sustainable development, community remodeling in the city of the 21st century will entail the creation of balanced communities, and the reduction or even elimination of gray or dark corners in the city. A balanced community shall, by our definition, feature a reasonable structure of residents, reasonable housing ownership structure, sound infrastructure, congenial environment and sufficient employment and business opportunities. Communities in the future city will be featured by strong social cohesion, and a harmonious interaction with the city and other cells of the city. Human beings will always be at the center of the creation of better life in better communities. e. Rural-urban Interaction Ever since the city was born, urban and rural areas have been mutually interdependent in terms of economy, social activities and the environment. Rural residents have made a living by selling their farm produce to the city, while the prosperity of the city has depended on the resources and demand from its hinterland. The expansion of the city has placed a considerable burden on the rural area, consuming or even depleting land and other resources in the countryside. New thinking in urban planning and new architectural and energy technologies will help to relieve the burden to the greatest extent. At the same time, the massive influx of immigration from rural areas will also pose a tough threat to city administrators. For one thing, the construction and renovation of communities in the city will create a better living environment for the urbanized population, and for another, the construction of small cities and towns will help to control the pace of growth of big cities. Under the influence of globalization, agriculture in some countries has lost its competitive advantage. Sufficient interactions between the city and the countryside have become a necessity to help farmers diversify livelihood, or to remodel the production structure so as to regain competitiveness. A proper management of the flow of people, capital, commodities and information between urban and rural areas is the key to a harmonious and synchronized development of both the city and the countryside. At the moment, about a half of the global population is rural, and in Asia and Africa in particular, a large population is still living in the rural areas. In light of the huge divide between the city and the countryside in developing countries, international organizations are urging people to harness the linkages between urban and rural areas to reduce urban poverty and to improve rural living conditions. With the urbanization, the boundary between the city and the countryside has kept fading away, and the rural-urban relationship is getting closer. In some sense, harmony in the future city will depend to a great extent on an equally habitable and harmonious hinterland in the countryside. 42

3.2 Thematic Area / China Pavilion of Expo 2010 3.2.1 Thematic Area The exhibition and activities in the thematic area are an all-round expression of the theme by the Organizer, in cooperation with participants. It is not an exaggeration to say that the thematic area is one of the most anticipated parts of an Expo and often underpins the success of the event by elevating the Expo from mere physical exhibitions up to meaningful intellectual conversation of humankind. The thematic area is equipped with a whole variety of facilities and spaces, which will be filled up with exhibitions and activities of various forms, in order to effectively create the universal dimension of an Expo. The thematic area of Expo 2010 is found in Section B and Section E in the master plan. It is composed of mainly spaces of four types of space for use: 

Space for Exhibition

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Space for Events

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Space for Thematic Discussions

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Space for Services

The description of the thematic area is based on the categorization of spaces. a. Exhibition Spaces: Theme Pavilions / World Expo Museum / The Interaction & Experience Zone Theme Pavilions There will be five theme pavilions in Expo 2010. All of them are located in the central part of the Pudong site in Zone B and occupy a total land area of 80,000 m2. The five theme pavilions will be named “Eternal City”, “Dynamic City”, “Innovative City”, “Evergreen City”, and “Livable City” respectively. The content of each one of them will correspond to one sub-theme. However, that is by no means exclusive. Since the five sub-themes are intricately interconnected, efforts will be made to bring out the inherent links between the sub-themes through exhibition design. Here is a description of the initial concepts and plans of the theme pavilions: (1) Eternal City Content base: 

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Core: Culture–the heterogeneous and diversified urban culture, the material and non-material cultural legacy in the cities and their protection and conservation; Links: The interaction between culture and economic development, and that between culture and the advancement of science and technology. The imprint left on urban culture by the process of urbanization and the evolution of inhabitant structure and urban social map.

Exhibit illustrations:

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

Pre-show: Urban Epics

By walking through an arcade, visitors will be able to enjoy a short movie, projected on the walls on both sides as well as on the ceiling, using the most up-to-date 3-D technologies. “Urban Epics”, as the show is called, will open up people’s eyes to a rich tapestry of architectures, statues, landmarks and celebrities of cities around the world, which are arranged in a storyline that deliberately mixes up images of the past, present and future as well as the East and West, in order to create some comic effect and more importantly, to give visitors a revealing look into the urban cultures around the world and how they have evolved over time. 

Main show: Ivy of Civilization

A stage show that combines essences of culture from different parts of the world and features a variety of art forms, such as dancing, opera, ballet, hip-hop and acrobatics, etc. The plot has an emphasis on the birth and blossoming of world’s major civilizations and the interactions between those civilizations through human activities, as well as the melting of diverse cultures in world’s cities. 

After-show: Sounds of the World

This area is hosted by Dr. Zamenhof, father of Esperanto. Visitors will be given a wireless earphone and a remote controller. At the center of the area is a big model of the globe. While walking around, visitors can point the controller to a particular area on Earth and hear the way people talk in that area. Translation will be shown on the LCD screen of the controller. People will be able to see the big variety of languages spoken in the world’s cities. In the adjacent “Language Lab”, they will be introduced to those aboriginal languages which are about to go into extinction and if they want, they can learn to say the daily expressions in one of the aboriginal languages. (2) Dynamic City Content base: 

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Core: Urban economic development and prosperity; how urban economic growth has shaped the human society as it is today. Links: Interaction between urban economy and technology; the urbanization of the rural population; rural-urban balanced development; and the role of cultural strategy in improving the economic performance of a city.

Exhibit illustrations: 

Pre-show: Price Calculator

While queuing up for the main show, each visitor will be given a gadget in the shape of a calculator. The visitor will be asked to guess the price of a same commodity in different cities around the world. Such as a can of soda pop, a silk sleeping gown made in China, a brand MP3, a bottle of olive oil, a liter of 98 # gasoline, and so on. After punching in the figure, people will get to know how far he is from the right answer. Then he will be introduced to the composition of that price – the cost of raw materials, labor cost, import and export duties, shop rentals, etc. 

Main Show: 100 Years in 24 Hours

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An animated movie shot with the most advanced digital technologies, it condenses the past 100 years into 24 hours. With various heroes and multiple scenes, the movie shows how urbanization and economic development in cities have been shaping ordinary people’s lives. A highlight of the movie is that the audience can decide the plot of the following episode of the movie by pressing buttons on the remote controller in their hands. 

After-show: Wall of Career

Visitors will pass a corridor formed by two walls. On these walls are numerous highdefinition viewing screens. On the screens are shown the working scenes of people of a same / similar career in different parts of the world. Within the next minutes, the scene will switch to that of people working in another career. At the end of the corridor is an Internet Café, where visitors can stop over and send e-mails to one of the people they saw on the screen–who might in fact be his career counterpart in another country. The visitor will receive a letter of reply from that person upon returning home. (3) Innovative City Content base: 

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Core: Innovation in science and technology; the City as the incubator of new science and technology, and how the latter can help to build a better city in the future. Links: Knowledge economy; “Embeddedness”of “Entrepreneurialism” in a city’s culture; how innovation can better protect cultural legacies; the interaction between community life and the innovative power of a city.

Exhibition illustrations: 

Pre-show: The Innovation Museum

The museum is a virtual and real museum combined. As visitors meander through the space, they see how the sparks of curiosity and inspiration had triggered new inventions and creations, such as the light bulb, telephone, planes, robots, the Internet and Post-its，etc, as well as how cities have been shaped and changed by these technologies. 

Main show: Xiao Ling Tong in 2060

A cartoon figure that was very popular about 20 years ago, Xiao Ling Tong and his Tour of the Future influenced an entire generation. Now, he is back! He will be the hero of a new 3D cartoon, a sequel to the old story, which shows that Xiao Ling Tong finally made it to the 21st century he once dreamt about. He will be making comparisons between his old dream and the reality before his eyes, creating some comic effect. Then, being one who can never stop dreaming about the future, he is on his way again–this time taking the audience to the year 2060… 

After-show: Think Bank

At the exit of pavilion, there is a “Think Bank”, where visitors (especially children) can post technology puzzles in their lives. They can also post their solutions to other people’s puzzles. There will be a monthly assessment of the messages posted and awards will be given to the “Best Qs” and “Best As”. 45

(4) Evergreen City Content base: 

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Core: Urban-rural linkages; the conservation of natural resources in rural area and the recycled use of resources; protection of environment and bio-diversity; Links: Application of the latest and upcoming scientific methods and technologies in environmental protection and the development of new energy sources; promotion of concepts of 3R at the community level; green agriculture.

Exhibit illustrations: 

Pre-show: Loulan Relived

Each visitor will receive a pair of goggles. Through the goggles, they found themselves suddenly in the desert of Tarim, amongst the ruins of Loulan, which was once a booming town on the Silk Road about 2,000 years ago and then gradually lost in the desert as human activities break up the fragile eco-chain of the place. Viewers will be taken back to the heydays of the town and relive life and death of the famed town. 

Main show: Journey of a Droplet

This movie is played in an “immersed theatre”. It follows the journey of a droplet of water in the pipes, air, rivers and lakes of cities around the world. The beautiful scenes, with visual impact, will make the viewers feel a deeper love for the Earth and their homes. Simultaneously, they will be instilled with a sense of urgency or more positively, a sense of responsibility to face the challenge of the shortage of water resources. 

After-show: New Concept Farming

The outdoor space of the pavilion will be used for displaying “green agriculture” and urban agriculture, with exhibits portraying soiless farming and organic farming. Visitors will be able to try their hands at farming and to taste products of the farm. (5) Livable City Content base: 

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Core: Urban community life; creation of a sustainable urban habitat; Links: Application of the latest technology in urban planning, habitat design and urban transportation; the construction of small towns and satellite towns; how to build more livable cities through multi-cultural policies, etc.

Exhibit illustrations: 

Pre-show: This Time–Here and There

A circular screen, divided into several sections, shows live images from communities in several sister cities of Shanghai throughout the opening hours of the pavilion. Visitors can see how people in different cities around the world live, work and play at that exact moment. On important days, residents in these areas will stage shows displaying the local culture in front of the cameras, which will be screened live in the pavilions. 

Main show: Habitat of Tomorrow 46

A future human habitat model based on the high-density living pattern in future cities and constructed with the “green living” principles is the center piece of the pavilion. The habitat will occupy minimum land area while supplying ample room for residents through innovative planning and design. The residence will be powered by green energy, using green materials and equipped with the most-up-to date life technologies. The surrounding air is purified to the best quality while the pipe water inside is also clean and wholesome. Volunteers will be recruited to live in the house and to learn about and disseminate the concept of “green living”. 

After-show：A World of No Barriers

The way leading to the exit of the pavilion is divided into several channels. Visitors can choose to go through the channels designed for physically disabled people. They will personally experience the barriers a disabled people will have moving around the city and how these barriers are removed through innovative design of the street facilities.

The World Expo Museum Besides the theme pavilions, another important part of the exhibition space in the thematic area is the World Expo Museum. It is located in Zone E. The building, with a floor area of 120,000, is adapted from an old factory building. During the Expo, the Organizer will join hand with the Victoria & Albert Museum of London to stage a World Expo Show. The show, which is based primarily on the collection of V&A, will also draw on other resources to be the most comprehensive display of the history of World Expo so far. Besides the World Expo Show, during the Expo, the Organizer will also cooperate with famous museums from other parts of the world to run traveling exhibition of the classic collections of those museums. That will give visitors to the Expo a bonus–they would have opportunities to browse the essences of other cultures. After the Expo, the Museum will be kept permanently as a venue for the traveling exhibition of historical and art pieces from around the world. The “ City of Harmony” Experimental Center This is a program where cities around the world come to display their ways of building “City of Harmony”. The Experimental Center will be located in the Interactive & Experience Zone, a 10-hectare area in Zone E with both indoor and outdoor exhibition spaces. The Organizer will send letters of invitation to a number of cities to participate in the program. Or interested cities can also approach the Organizer for participation. Each potential participant will submit their presentation scheme to the Organizer and discussions will be held for ways of cooperation. Given that a number of cities have already shown interest in the program, Organizer will soon work out, together with the BIE, the conditions and requirements of participation, as well as the consultation mechanism.

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Public participation There will be ample opportunities for public participation in the exhibition programs of the thematic area. Space will be designated for public-initiated exhibits. Themes of these exhibits may include: 

“City Footprint” historical photographs exhibit

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“City in My Eyes” children’s paintings exhibit

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“Growing Pains” household collection exhibit

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“ My Green Hometown” invention show

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“ My Favorite City” photograph exhibit

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…

“Penetrative” exhibition Finally, by “exhibition” we are not only referring to the organized exhibitions taking place in the exhibition space. The Expo site itself and its operation is another realm of exhibition for the theme. The internal transport system and external transport links, the construction materials to be used, the source of energy, refuse treatment, site planning, green space, and the conservation of historical buildings on the site can all be great carriers and disseminators of the message of the theme “Better City, Better Life”. b. Events Spaces: Performing Art Center, Public Center, Expo Plaza, Theme Plazas During the Expo, there will be a great variety of performances and cultural events taking place in the aforementioned spaces. Different from the performance and cultural activities taking place in or immediately around the national pavilions, those taking place in the thematic area are more universal in nature and are supposed to have a closer link with the theme and sub-themes. Generally there will be the following types of events, based on our current plan： 

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National Days celebrations: the thematic area offers sufficient space for the celebration of National Days. As supporting activities, National Week or City Week / Day can be held, as a platform to showcase the culture from a particular country / city. Theme performances: This refers to events based on a particular theme, such as “Shows of Endangered Art Forms”, “Global Brand Fashion Show”, “World Children’s Choir Series”, etc. Chinese culture series: Events showing the historical roots and diversity of Chinese culture, such as “Minority Art Show”, “The Vernacular Sounds– China’s Local Operas”, “Chinese Folk Songs”, etc. Parades: Parades regularly held on the major paths and plazas of the thematic area, such as those themed as “Tunnel of Time–5000-year old civilization” and “Art, Science, Man”, etc. 48

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Screen shows: Shows on the big screens in the public space, such as “Cities in Movies” , urban documentary series, flash and cartoon art show, etc. Public & community participation events: All of the previous categories of performance and cultural programs can all have public participation elements. In addition, there will be a series of performances which are purely staged by local communities and the general public, such as community variety shows, school choir festival, campus band show, senior citizens fashion show and a variety show of the disabled, etc.

c. Discussions Space: Convention centers both inside and outside the Expo site World Expo is not only a ground for mass entertainment. It is increasingly becoming a place of education and a key platform for the discussion of major topics regarding the development of human society. The crystallization of discussions and debate will be a great invisible legacy of the Expo. A series of discussions related to the theme are planned or have been held in the years prior to the Expo 2010 as “warming-up” of the theme: 

Expo 2010 Theme Development Forum (May 2004, Shanghai, China)

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Writing Contest on the theme of the Expo 2010 (Jul.21 – Sep.15, 2004)

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Urban Development Forum (May, 2005, Aichi, Japan, held jointly with Ministry of Construction, CCPIT and City of Beijing ) The World Expo 2010 Forum Series (Co-organized with the BIE, held annually) 2003 Forum I World Expo Facing the Future (Shanghai, China) 2004 Forum II Cultural Diversity and Cultural Integration in Cities in the 21st Century (Paris, France) 2005 Forum III World Exposition and Sustainable Development (Aichi, Japan)

During the Expo 2010, discussions on the theme will be found in the following three categories: (1) Existing global forums and conferences The Organizer will try to bring some existing global forums to Shanghai in 2010 to be part of the Expo, such as:

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UN Habitat Conference

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World Urban Forum V

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The 3rd Conference of World’s Schools of Planning

In addition, the Organizer will work closely with UN Habitat to make Shanghai the host of the World Habitat Day in 2010 with a theme of “City of Harmony”.

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(2) “City of Harmony” Roadmap Series This is a series of forums organized by the Expo 2010 aiming to promote the theme of the Expo. The organizers and supporters of the forums may include: the BIE, United Nations (UN Habitat, UNDP, UNESCO, UNEP…), other international organizations (World Heritage, World Bank, Asian Development Bank, IMF, etc.), relevant NGOs and NPOs, (including those participating in the Expo 2010), Chinese Central Government, Shanghai City Government, sister cities of Shanghai, cities of participating nations, as well as the corporate sector. There will be five forums based on the five topics in the series, including: 

Cultural identification and the cultural strategy for “ City of Harmony”

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Urban economic growth strategy and “City of Harmony”

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Technological solutions to livable urban and rural areas

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Solutions to “Balanced Communities”

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A harmonious urban-rural interaction

Each of the first five months of the Expo will be devoted to one topic, while the last month will be for conclusive sessions. A Shanghai Declaration will be published to record the consensus of the delegates. Special attention will be paid to the concerns of the cities of developing countries. There will be a “developing countries section” in each of the forums to find solutions to issues like the management of informal settlements, the supply of clean water, urban and rural healthcare systems, as well as urban infrastructures, etc. (3) Public forums The public forum will be held mainly in the cyber space. A Public Blog area will be opened on the Expo 2010 website. There will be several columns, open to bloggers of all backgrounds to express their views on urban life and the future of cities in order to trigger mass discussions on the web. A group of bloggers will be selected to be Guests of the Expo 2010, based on the number and quality of their articles as well as their backgrounds. Meanwhile, all the conferences held on the site of the Expo will be open to the public. There will be a public passage in the convention center to allow visitors to walk through and watch and listen to the conference. Major conference will be broadcasted live on the LCD monitors around the site. Representatives of the city’s residents will be invited to participate in some of the seminars and conferences. d. Services Space: Restaurants and shops in the thematic area Events will also be held in the restaurants and shops of the thematic areas will feature certain theme-related events: 

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National/City Food Festival to be held during National Days; “The Bazaar”: An outdoor market run by charity groups, mainly selling homemade handicrafts and household collections;

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“Street Corners”: A program featuring shows of street artists from around the world;

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Innovative Culinary Event: Such as Healthy Lunch Box Competition;

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…

e. Thematic Area in Cyber Space As a platform of mass communication and entertainment, the Internet increasingly assumes a significant role in shaping people’s daily life. It is hard to imagine where the web technologies will take us to in five years. But one thing is certain, the Expo 2010 will be the first ever World Expo to fully tap the web technologies and to have a “Virtual Thematic Area”. Exhibition The theme pavilions, the World Expo Museum and the Interaction & Experience Zone will all have a web version. The web version will carry some images of the pavilions and exhibitions, but more importantly, they can link to a huge volume of images, sounds and letters related to the theme, which can hardly be fit into the real exhibition space. In this way, the virtual exhibitions can serve as a prelude to the actual visit or an extension of the latter. Events & Entertainment Major events on the Expo site will be broadcasted online, such as the opening and closing ceremonies, the National Day celebrations and superstar shows. Besides, there will be a series of web-based contests and selection of Top-Tens. This kind of programs can stir up greater attention to the Expo 2010 and its theme (not only locally, within China, but also around the world), such as: 

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“World Expo 2010 Ambassador” Contest: The contest will select a number of “World Expo 2010 Ambassadors” in the major origin countries/ regions/ province of visitors to the Expo. Each candidate will have his/her personal web page link posted. Winners will be decided by web-based or short-message voting; “My dream city”: ten hottest urban destinations for traveling - Candidate cities will open their image zone online. The public vote online for their favorite city. The mayors of the winning cities will be the honorary guests of Expo 2010, and each of them will receive a badge from the Organizer;

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Ten most beautiful towns of the world;

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Ten most lasting urban images (photographs);

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Top ten events in world urban development;

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Ten most livable rural areas;

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Ten most important technologies of the future;

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…

During the Expo, an online game contest temporarily named as “Urban Matrix” will be launched in the Virtual Thematic Area. The game will invite people to find solutions to 51

the problems and crisis in a future city. The hints for some solutions can be found in the theme pavilions. Discussions All the major forums will be broadcasted live online. The Organizer will also explore the possibility of running live online sessions in the forums of “City of Harmony Roadmap Series”, so as to bring more people in different parts of the world into the discussions. The Public Forum will mainly take the form of Blog, as mentioned previously. The Virtual Thematic Area will also open an online lecture room. Leading scholars, experts or professionals in the field of urban development will be invited to speak and communicate with web audience. Services The Virtual Thematic Area will have its retail space. There will be online shops selling Expo 2010 souvenirs, some of which are web-only versions.

3.2.2 Concept for China Pavilion The theme will be fully embodied in the conceptual plan for the China National Pavilion. The plan will be based on the past, present and future of China and aim to showcase the ethnical and geographical diversity of cities in China. It is composed of four sections: a. Timeless capitals As one of the four ancient civilizations, China is home to many thousand-year-old cities. The Chang’an of Tang Dynasty (618–907 A.D.) was one of the most prosperous cities in the world at that time. The bustling streets of Bianliang, capital of Song (960– 1127 A.D.), were the object of a world-famous painting Qing Ming Shang He Tu, while the prosperity of Dadu, capital of Yuan (1279–1368 A.D.), was well-recorded in Marco Polo’s travelogue. While we are proud of the glories of the ancient cities of China, great efforts are being made to sustain the glory in the present age and also into the future. b. A new century As a populous country with a vast geographical span, China has enjoyed unprecedented growth in the past twenty years or so, accompanied by fast urbanization in many parts of the country. This section will show the images of Chinese cities at the beginning of the 21st century, their cultures, economic growth, and interaction with rural areas. There will also be a look into the future on how a “City of Harmony” can be achieved across the country. c. On the other side of the rainbow Throughout history, China has played an active role in the global cultural and commodity exchange. The most outstanding examples include the Silk Road and Admiral Zheng He’s seven voyages down to the “western oceans”. In the past 20 years, China has been opening up its doors wide to overseas capital, technologies, as well as advanced development philosophies. In this section, people will see the communication between China and the rest of the world, both throughout history and in present time, and how this 52

communication has led to common prosperity of nations. d. A future of harmony Following the “Harmonious Society” credo, China is endeavoring to build a fair and equal society characterized by the rule of law, good social order, mutual trust, sustained dynamism of growth, and harmonious co-existence of man and nature. The “harmony” philosophy is rooted in the Chinese culture and echoed by the “sustainable development” theories. The blueprint of “Harmonious Society” will be the centerpiece of this part.

3.3 Interaction between the Organizer and Participants in Theme Development and the Exhibition, Events and Forums of the Thematic Area To further explore and develop the theme for content plans, the Organizer will, in the near future, form a special team for carrying out this task. The team will follow an active plan to develop the design of the China National Pavilion and the thematic pavilions, as well as schemes for events, symposia and forums. Based on its study and exploration of the theme, the Organizer will provide participants with a guideline for theme development. A coordination mechanism will be put in place to make sure that participants properly follow the theme in developing theme contents. Special assistance will be offered to countries that might need help in properly designing their exhibitions. The thematic area will see frequent and all-round cooperation between the Organizer and participants in its exhibitions, events, symposia and forums. First of all, the Organizer welcomes cooperation with participants–countries, international organizations and businesses in developing the theme pavilions; The World Expo Museum and the “City of Harmony” Experimental Center will have programs open to participants as well as cities in the participating countries. Next, the thematic area will be common ground onto which all the participants can come to stage the celebrations for their National Days and to showcase their cultures through participating inall kinds of themed events. Last but not least, as it is mentioned earlier, the Organizer will launch a series of symposia and forums during the Expo, including the existing global forums and the “City of Harmony Roadmap Series” especially designed for Expo 2010. These discussions will be open to all the participants. In addition, interested participants can work together with the Organizer to be sponsors, supporters and even co-organizers of the conferences. Similarly, participants are welcome to work with the Organizer in the development of the “Virtual Thematic Area”.

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Appendix: Guidelines for Theme Content Development I. Goal The purpose of this guideline is to provide participants in World Expo 2010 a better knowledge about its theme “Better City, Better Life” and the five sub-themes. It also maps out a route leading from theme definitions to the actual concept and content development. Last but not least, it shares with participants measures taken by the Organizer to develop the theme － the concepts and plans for the exhibitions, events and conferences in the thematic area, so that participants will find their way to get involved in these activities.

II. Theme Matrix The five extensions of “Better City, Better Life”, or the sub-themes, have constituted an outline of the master theme of Expo 2010 Shanghai China, conveyed the original intention of the Organizer as regards the theme, and provided a general clue for participants to plan and organize their exhibitions. As the theme is open-ended, the subthemes have to be further explicated from different perspectives. The contents and notions included in the sub-themes may be broken down into more specific clues of exhibition planning, and these clues may be reorganized along the axes of time and space to form a master plan for Expo 2010 Shanghai China that may help direct participants to draw up executable exhibition plans and design practical exhibits. a. Definition of “Theme Points” The concept of “Theme Points” has derived from the analysis of the theme of Expo 2010, and “Theme Points” refer to elements of exhibition identified through a deepened research on the theme. As illustrated in the five sub-themes above, human beings have made consistent efforts in five areas to make their life better, and efforts in each area include specific activities that can be integrated into a brilliant picture of the development of human society. Each intersection of axis lines in the picture is a theme point. The Organizer has proposed the theme points as embodiments of ideals implied in the theme of Expo 2010, and the theme points may crystallize into tangible contents of exhibition that the anticipated 70 million visitors to Expo 2010 can see, hear and touch. b. Dimensions of Theme Points In order to provide a practical tool for theme point development, rather than merely to cite examples, the Organizer has studied and drawn upon the experience of previous world expositions, and exploited the research efforts of urban experts. As a result, the Organizer has designed a model of three dimensions (X, Y and Z) along which the theme points are identified. The first dimension, Content，or classification by sub-theme, includes five elements each representing an arena of human activities – blending of diverse cultures, economic 54

development, technological innovation, harmony in communities, and rural-urban interactions. The second dimension, Time, presents four elements each representing a period of human activities – the past, the present, the future, and a timeless span when some common human activities take place. The third dimension, Space, contains four elements each representing a scope of human activities – individuals and families on the basis of blood relationships, groups on the basis of geographic relationships, cities and countries on the basis of system relationships, and the whole world on the basis of the fundamental interests of mankind at large. Theme points identified in the above dimensions can be clearly illustrated in matrix charts. Each matrix chart will represent a sub-theme or Content of exhibition (Dimension Z). In each matrix, the horizontal axis (Dimension X) represents the scope of activity extended from individuals to the whole world, and the vertical axis (Dimension Y) represents the passage of time from the past to the future and further, and finally to the timeless. Each intersection of the vertical and horizontal lines makes a theme point, or represents a type of activities taking place in a certain context of time and space. The Organizer will provide several examples for each theme point to facilitate the understanding on the part of participants. It has to be noted that, although the Organizer has made every effort to identify and design theme points from different perspectives, human activities are in actuality more varied and colorful than we can ever imagine. They are subject to an infinite quantitative change. Therefore, the Organizer encourages all participants to design innovative exhibits to demonstrate the efforts of their own country or region as regards the proposition of the theme. c. The Matrix (The explanation for each theme point is found in point d.)

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Y1 Past

Z1：Sub-theme – Blending of Diverse Cultures in the City

  

Y2 Present



X1 Individuals/Families

X2 Groups/Communities

X3 Cities/Countries

X4 Earth/Environment

Traditional Affinity

Formation of Ethnic Traditions

A City’s Character

Blending of Civilizations

Respect of the old and care for the young Local customs Family rites





Mythology and epics Totem worship Mother tongue and dialect



Traditional festivals



 

Organized Cultures in the Modern Society 



Exotic cuisines Fashion channels International film festivals



Corporate culture Campus culture Institutional/ Culture



F1 racing



Community culture







Silk Road Spread of religions Navigation and adventure



The Renaissance

 

Golden / Silver Weddings Diversified Material and Spiritual Enjoyments





Historic neighborhoods Folk songs/ballads Downtown (Church/Square/ Marketplace) Cultural celebrities



Cultural Strategy of the Modern City    

City flower/ bird/tree Urban cultural landmarks Folk art festivals Conservation of historic buildings

Extensive Exchanges in the Context of Globalization



Global cultural festivals World Heritage City/Livable Cities Global brands



Cyber friends

 

(Continued)

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Future

Passport to the Global Village

Y3

  

Y4 Timeless



Equal Dialogue among Diverse Cultures

Command of foreign languages Transnational education International vocational qualification



Cross-border marriage





Multicultural communication plan Mainstream and nonmainstream media Blogs



Multi-ethnic schools





Growing up in the Big World



Schools Family migration Neighborhood playmates



Study abroad

 

A Future City of Diverse Cultures  

Culture of Different Groups



Ballet, opera and symphony Bestsellers/fashion magazines/pop music Street artists



Membership clubs

 

Multi-lingual online library City of multiple religious faiths Multi-lingual electronic road signs

Equal Interactions between Human Cultures    

Preservation of culture/ art forms on the verge of extinction Cultural System in the City 

 

Ethics





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Cultural Identification

Art Language Education



Translation machine World Expositions Virtual global village Digital Silk Road

 

Cultural identity Cultural freedom Creative industries Innovative use of historic buildings

Y1 Past

Z2：Sub-theme – Economic Prosperity in the City X1 Individuals/Families

X2 Groups/Communities

X3 Cities/Countries

X4 Earth/Environment

Division of Labor and Birth of Vocation

Agricultural Society and Early Industrialization

From Marketplaces to Cities

Beginning of International Trade

  

Traditional crafts Family workshop Craftsmen and technicians

   



From nomads to villagers Village economy Apprenticeship Guilds

  

Commodity distributing centers Birth and use of currencies Birth of manufacturing

Merchants Warehousing Industrial Structure in the Modern City  Manufacturing industry  Modern service industry  Information industry



Silk Road Maritime trade Precious metals and spices



Market expansion

 

Y2 Present





Evolution of Modern Vocations Professionals Job training Job agency/head hunters



Continuing education

 

Production & Consumption in the Industrial Age  Blue-collar, white-collar and gray-collar workers  Scale production  Consumerism

 

Entrepreneurship

  

Logistics center 

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Urban Functions in the Context of Globalization International ports International shipping center International manufacturing center International software center

Y3 Future

Future Professions    

SOHO E-commerce Flexitime Life-long education and learning

Division of Labor in the Future    

Recycle Economy in a Future City  Energy saving/renewable resources  3Rs  Cleaner production

Special accreditation New industries and sectors Learning capability

  

Education of versatile talents 

Green consumption

Y4 Timeless



Personal Value and Family Wealth

Redistribution of Social Wealth 



Higher education Career planning and development Household financial plan



Work and leisure



 

 

Economic Function of the City

Taxation reform Charity fund Public goods and social welfare

   

Unemployment benefit/pension

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International Economic Cooperation World poverty reduction Gradient transfer of technology Relocation of industrial sectors

Human resources Infrastructure and facilities Industrial agglomeration

FDI risk management Common Challenges



Flow of wealth across the world Environmental issues Energy issues



Employment issues

 

Commodity exchanges

Y1 Past

Z3：Sub-theme – Innovation of Science and Technology in the City X1 Individuals/Families Superstition and Wisdom



Horoscope and ancient astrology Alchemy and chemical experiment Metallurgy technology



Discovery of π

 

X2 Groups/Communities Spread of Knowledge and Skills   

Y2 Present



Life Revolution    

Steam engine/Maglev Wright Brothers/supersonic airliner Telephone/Internet Penicillin/ Genetic therapy

Master-apprentice relationship Technical schools Science and technology archives Universities and research institutes

X3 Cities/Countries Technology and Making of the City  Irrigation technology  Storage and preservation of agricultural products  Power generation and supply 

Protection of Innovation    

  



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

Heliocentric/Geocentric theory of the universe Evolutionism Theory of Relativity



The Big Bang theory

 

High-rise buildings Center of Technological Revolution

Patent application Patent database IPR legislation Transfer of technology

X4 Earth/Environment Footsteps of Human Progress

Institutions of higher learning Corporate R&D Combination of enterprises, universities and research institutes Hi-tech parks/incubators

High Technology Beneficial to Humankind    

Land reclamation from the sea Control of Natural disasters Nuclear power Space navigation

Y3 Future

Man-centered Technology

Ethics of Technology 



New medical technologies Household robots Green habitats



Human cloning Human brain transplant Asexual reproduction



Space travel



Robot programming

Dream for longevity Desire for higher speed Bionics



Science and Technology Education Science theme park Science magazine Research institute

Harmony between man and nature



 



Technology in Service of the City   

Y4 Timeless



From Life, Back to Life    

 

  

Forum on science and technology



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Endless Exploration

Intelligent transport Anti-terrorist and disasterrelief technology New energies



Biological technologies Embedded Innovativeness



Exploration beyond Earth Theorems and Experiments





World of atoms and molecules Amino acids and proteins Theories of the Universe



Physics

Education clusters Talents Research groups Corporate investment in R&D

 



Life science Earth and environment science Human brain and cognition

Y1 Past

Z4：Sub-theme – Remodeling of Communities in the City X2 Groups/Communities

X3 Cities/Countries

X4 Earth/Environment

Family Heritage

Traditional Habitat Model

Birth and Evolution of Communities

Memories of the Human Society





Hometown/family origin Traditional family tutoring Ancestral hall



Genealogy

 

Y2 Present

X1 Individuals/Families

Life in a Corner of the City    

Convenience shops Community library Home for the aged/nursery Community volunteers





Local–style residence Multi-generation families Cemetery and church



Streets and squares Public hygiene Old town renovation



Folk festival



Ethnic communities





Change of Modern Communities Towards Healthy Communities    

Young white-collar community Industrial workers’ community Informal settlement

   

Preservation and renovation of Hutong (bystreet) and Siheyuan (quadrangle) in Beijing

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Redevelopments Feeder transport facilities Housing policy Treatment of wastes



Listed buildings China towns /Jewish communities Relics of war



Historic streets

 

Community Development in the Context of Globalization    

Multi-lingual schools Religious facilities Multi-ethnic festivals International exchanges in the communities

Y3 Future

New Style of Life    

Intelligent residence Barrier-free communities Community-based life-long education Communal code of conduct

Common Home for Man and Nature   

Y4 Timeless



Charm of Community Life



 

Education



Landmark of community culture Public space Interpersonal communication





Cities without Slums Anti-terrorist and disasterrelief measures Recycling energy

Waterfront residence/ community green space



Garden city



Community and Social Policy

Entertainment Health care Commercial services



Communities in a Livable City    

Community Administration 



Community job center Special welfare policy Anti-crime mechanism



Care for women and children





Future Communities in the Context of Globalization

 

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Global village World citizens Eco-friendly communities Intelligent communities

Community Remodeling

Community democracy Public notices and hearings Legislations and regulations



Mutual help among residents



 

New community planning Diversity of community life Environmental protection Community democracy and Empowerment

Z5：Sub-theme – Rural-Urban Interaction Y1 Past

X1 Individuals/Families Moving into the City   

Dialects Blood and geographic bonds Crafts

X2 Groups/Communities

X3 Cities/Countries

Rural-Urban Communication   

Family visits Urban-rural marriages Kinship/countrymen job referral network

Traditional Linkages   

Y2 Present



Traditional cuisine



Rural-Urban-Rural Migration    

Flow of labor Minimum wage/maximum working hours per week Weekend country residence Supermarkets/grocery stores

Remittance back to the rural area



Gradual Elimination of the Rural-urban Divide   

Rural demand for commodities

Rural-Urban Linkages in the Context of Rapid Urbanization

Migration Automobiles and modern transport Modernization and urbanization of the rural area

   



Resources and industrialization Change of lifestyle in the rural area Rural labor surplus

Change of urban habitation model

X4 Earth/Environment History of Rural-Urban Life   



Urbanization of rural areas

Rural-Urban Linkages in the Context of Globalization

Conservation of farm land Management of migrant population in the city Food supply



Job opportunities for landless farmers







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Spread of modernity and humanism Protection of natural environment Progress of agricultural technologies

Ecological agriculture /sightseeing agriculture Raw material and waste recycling in urban and rural areas Global campaign to promote green agriculture Education and promotion of eco-awareness

Y3 Future

Rural-Urban Amphibian Life

   

Family health care Distance education Urban farmers Household-based commerce

Rural-Urban Integration

Models of Harmonious RuralUrban Interactions 



Direct sales of farm produce Sightseeing agriculture/ soilless planting Green communities



Satellite towns

 

  

Garden city City for holiday-makers Environment-friendly villages New agricultural technologies

Rural-Urban Interaction and Recycle Economy   

Y4 Timeless



Rural-Urban Gaps   



Rural-Urban Interaction at Community Level

Digital divide Job opportunities Health care /epidemic prevention



Pace and concept of life



 

Synchronized Development of Urban and Rural Areas

Technological exchanges Cultural interactions Job and education opportunities

  

Poverty reduction in the rural area

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

Well-managed urban expansion Countryside coop credit Agriculture technology exchange /seed base Farm produce demand database

High-added-value agriculture New global rules for agriculture Global efforts to protect the environment Resource recycling in urban and rural areas

Global Rural and Urban Issues and Solutions    

Population growth Food shortage and supply Forest protection Supply of clean water

d. Notes to the Theme Points 1. Z1 Sub-theme – Blending of Diverse Cultures in the City X1 Individual, Families / Y1 Past Traditional Affinity － Family ties and family cultures passed down from history form the basic unit of urban culture. Clues: Respect of the old and care for the young, Local customs, Family rites, Golden/Silver Weddings X1 Individual, Families / Y2 Present Diversified Material and Spiritual Enjoyments － The modern city is a meeting place of diverse cultures, so residents in the city have access to diversified material and spiritual enjoyments. That is the greatest charm of the city. Clues: Exotic cuisines, Fashion channels, International film festivals, F1 racing X1 Individual, Families / Y 3 Future Passport to the Global Village － In the mega trend of globalization, city residents in the future need to adapt to the extensive exchanges among and blending of diverse cultures in the world, and take this opportunity to improve and upgrade themselves. Clues: Command of foreign languages, Transnational education, International vocational qualification, Cross-border marriage X1 Individual, Families / Y4 Timeless Growing up in the Big World － During one’s growth in the city, he has to meet with people of various backgrounds, faiths and manners. Such experience has a great influence on his world view and outlook of life. Clues: Schools, Family migration, Neighborhood playmates, Study abroad X2 Groups, Communities / Y1 Past Formation of Ethnic Traditions － The city is the place where various ethnic cultures blend and develop alongside each other. Absorbing the cream from the excellent cultures of other ethnic groups, every ethnic group has developed its own tradition with distinctive features. Clues: Mythology and epics, Totem worship, Mother tongue and dialect, Traditional festivals X2 Groups, Communities / Y2 Present Organized Cultures in the Modern Society － Despite the increased personal freedom and space, modern urban residents are also living, working and playing in groups. These groups are diversified in their composition and collective convictions. Clues: Corporate culture, Campus culture, Institutional/culture, Community culture X2 Groups, Communities / Y3 Future 66

Equal Dialogue among Diverse Cultures － In the future city, every cultural group will treat other types of culture with peace and tolerance. An equal, positive and open attitude is the basis of multi-cultural blending. Clues: Multicultural communication plan, Mainstream and non-mainstream media, Blogs, Multi-ethnic schools X2 Groups, Communities / Y4 Timeless Culture of Different Groups － No matter when, different income or professional classes may show preference regarding the types of culture. Therefore, the city should make it possible for every class to enjoy their own cultural life. Clues: Ballet, opera and symphony, Bestsellers/fashion magazines/pop music, Street artists, Membership clubs X3 Cities, Countries / Y1 Past A City’s Character － Each city has its own culture and character. This kind of charter was formed in the formation and development of the city as a result of the blending of diverse culture. Clues: Historic neighborhoods, Folk songs/ballads, Downtown (church/square/ marketplace), Cultural celebrities X3 Cities, Countries / Y2 Present Cultural Strategy of the Modern City － A city’s cultural strategy is more and more important for the sustainable development of the city. A distinctive and vigorous urban culture has come to be dynamic for the economic prosperity of the city. Clues: City flower/bird/tree, Urban cultural landmarks, Folk art festivals, Conservation of historic buildings X3 Cities, Countries / Y3 Future A Future City of Diverse Cultures － The future city will be a land where diverse and multiple cultures coexist in peace and harmony. The city will be open to all cultures, and a powerful policy of cultural diversity will create a sense of belonging for every culture. Clues: Multi-lingual online library, City of multiple religious faiths, Multi-lingual electronic road signs, Preservation of culture/art forms on the verge of extinction X3 Cities, Countries / Y4 Timeless Cultural System in the City － The cultural system of a city embraces cultural expressions in all areas, at all levels and through all media. Every school of culture can find its expression in this system. Clues: Art, Language, Education, and Ethics X4 Earth, Environment / Y1 Past Blending of Civilizations － Along the ages of human history, contacts and exchanges between civilizations in different regions, for the sake of war, trade and religious faith, are very frequent, and such contacts and exchanges have served as a major 67

catalyst for the cultural development of the regions concerned. Clues: Silk Road, Spread of religions, Navigation and adventure, The Renaissance X4 Earth, Environment / Y2 Present Extensive Exchanges in the Context of Globalization － In the climate of globalization, the prevalence of global or regional brands is threatening to standardize the culture of every city, and meanwhile the worldwide care for the common cultural heritage is a spur for every city to preserve and maintain its own cultural character. Clues: Global cultural festivals, World Heritage City/Livable Cities, Global brands, Cyber friends X4 Earth, Environment / Y3 Future Equal Interactions between Human Cultures － The future world will no longer be predominated by a handful of strong cultures. Instead, the culture of every country or region will attract sufficient and equal attention, and human culture will come to an age of unprecedented richness and prosperity. Clues: Translation machine, World Expositions, Virtual global village, Digital Silk Road X4 Earth, Environment / Y4 Timeless Cultural Identification － Worldwide cultural exchange and blending have brought about a challenge for every city. They have to innovate in the process of blending, and to find their own cultural identity from the perspectives of the past and the future. Clues: Cultural identity, Cultural freedom, Creative industries, Innovative use of historic buildings 2. Z2 Sub-theme – Economic Prosperity in the City X1 Individuals, Families / Y1 Past Division of Labor and Birth of Vocation － Increased productivity of agriculture allows people to move into cities and there, division of labor became a more salient phenomenon. The firs vocations were born. Clues: Traditional crafts, Family workshop, Craftsmen and technicians, Merchants X1 Individuals, Families / Y2 Present Evolution of Modern Vocations – Economic development and the introduction of new technologies into modern cities are phasing out old jobs and creating new sectors almost on a daily basis. Clues: Professionals, Job training, Job agency/head hunters, Continuing education X1 Individuals, Families / Y3 Future Future Professions – The breathtaking development of technology and the increasingly fine division of labor have left much room for imagination as to the new

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professions and the way people work in the future. Clues: SOHO, E-commerce, Flexitime, Life-long education & learning X1 Individuals, Families / Y4 Timeless Personal Value and Family Wealth － Participation in economic activities in the city is a major way to realize personal value and to accumulate wealth for the family. And the accumulation of family wealth may in turn create a good condition for the growth of later generations. Clues: Higher education, Career planning and development, Household financial plan, Work and leisure X2 Groups, Communities / Y1 Past Agricultural Society and Early Industrialization － In the agricultural society, economy and production depended heavily on land. The gradual increase of production efficiency and the abundance of agricultural products, however, contributed to the formation and development of the city, and for that matter gave birth to industrial economy. Clues: From nomads to villagers, Village economy, Apprenticeship, Guilds X2 Groups, Communities / Y2 Present Production and Consumption in the Industrial Age － With the development of the city , individuals are deeply involved in the economic life of the city .The city provides a most ideal platform for individuals to create and accumulate wealth. While creating wealth for the city, every individual enjoys the material life of the city. Clues: Blue-collar, white-collar, and gray-collar workers, Scale production, Consumerism, Entrepreneurship X2 Groups, Communities / Y3 Future Division of Labor in the Future － In the post-industrial society, the division of labor will get even more detailed, so administrators need to be versatile. Extensive knowledge and mastery of multiple skills will be absolutely necessary. Clues: Special accreditation, New industries and sectors, Learning capability, Education of versatile talents X2 Groups, Communities / Y4 Timeless Redistribution of Social Wealth － A wealth gap has existed and will exist all along, so taxation and other means should be adopted to redistribute social wealth and to raise fund for public welfare, so that every group in the society are able to benefit from economic development and prosperity. Clues: Taxation reform, Charity fund, Public goods and social welfare, Employment benefit/pension X3 Cities, Countries / Y1 Past From Marketplaces to Cities － The city has risen on the ground of bazaars, so the city had possessed the capability to facilitate economic exchange the moment it was

69

born. Meanwhile, as a container of all factors of production, the city is milestone in the economic progress of the human society, marking an unprecedented breakthrough. Clues: Commodity distributing centers, Use of currencies, Birth of manufacturing sector, Warehousing X3 Cities, Countries / Y2 Present Industrial Structure in the Modern City － Economic function has become an indispensable fundamental function of the city. Every city may identify its relative economic function in light of its natural conditions, historical heritage and cultural development, and then design a corresponding and suitable industrial structure. Clues: Manufacturing industry, Modern service industry, Information industry, Logistics center X3 Cities, Countries / Y3 Future Recycle Economy － Trying to achieve the ideal of sustainable development, many cities in the world today have adopted recycle economy as their economic model of the future. Recycle economy depends on resource efficiency or productivity, practices Reduction, Reuse and Recycling (3Rs), and features low consumption, low emission and high efficiency. Clues: Energy saving/renewable resources, 3Rs, Cleaner production, Green Consumption X3 Cities, Countries / Y4 Timeless Economic Function of the City － The dynamism of a city’s economic development depends on a number of factors, such as natural resources, cost of land, and cost of labor. Nowadays, knowledge, innovation and infrastructure have entered into an important determinant of urban economic competitiveness. Clues: Human resources, Infrastructure and facilities, Industrial agglomeration, Commodity exchanges X4 Earth, Environment / Y1 Past Beginning of International Trade － The development of navigation technology, the search for wealth, and imperial diplomacy have built the channel for international trade and put up the bridge for the transfer of production technologies and commodities. Clues: Silk Road, Maritime trade, Precious metals and spices, Market expansion X4 Earth, Environment / Y2 Present Urban Functions in the Context of Globalization － As the tide of economic globalization is high, a city must identify its relative economic function in the grand and open economic system. While faced with the challenge to upgrade its competitiveness, cities in the world now enjoy more opportunities brought about by the dramatic expansion and extension of market into other countries and regions in the same global village. The challenge facing cities is global rather than regional. Clues: International ports, International shipping center, International manufacturing

70

center, International software center X4 Earth, Environment / Y3 Future International Economic Cooperation － The development of global economy in the future will depend more heavily on, and reflect more vividly, cooperation and coordination. The flow of capital, resources and manpower between developed countries and developing countries will reach balance in this process of communication and collaboration. Clues: World poverty reduction, Gradient transfer of technology, Relocation of industrial sectors, FDI management X4 Earth, Environment / Y4 Timeless Common Challenges － In the process of economic development, human beings are faced with some common problems that have posed a threat to sustained social progress and economic prosperity. Effective solution of these problems requires intercity and even international cooperation. Clues: Flow of wealth across the world, Environmental issues, Energy issues, Employment issues 3. Z3 Sub-theme – Innovation of Science and Technology in the City X1 Individuals, Families / Y1 Past Superstition and Wisdom － The ancient people living a barbaric life started the tentative exploration of natural laws, which is the first step of scientific development that human beings have ever taken. Clues: Horoscope and ancient astrology, Alchemy and chemical experiment, Metallurgy technology, Discovery of π X1 Individuals, Families / Y2 Present Life Revolution － Several technological revolutions since the late 19th century have exerted a significant impact on the understanding of life as well as of nature. Clues: Steam engine/Maglev, Wright Telephone/Internet, Penicillin/Genetic therapy

Brothers/Supersonic

airliner,

X1 Individuals, Families / Y3 Future Man-centered Technology － In the future of rapid technological development, people will come to re-examine the goal of technological development and advocate humanistic approaches. Therefore, scientific and technological development in the future will cater more to the needs, and serve the welfare, of mankind. Clues: New medical technologies, Household robots, Green Habitats, Space travel X1 Individuals, Families / Y4 Timeless From Life, Back to Life － In human history, the needs of life have always been the major source of power for scientific and technological development. In turn, individuals and families have benefited directly from technological development which

71

has improved their life. Clues: Dream for longevity, Desire for higher speed, Bionics, Harmony between man and nature X2 Groups, Communities / Y1 Past Spread of Knowledge and Skills － The transmission of knowledge and skills has taken place mainly in the city. The treasure of technology has been passed down from generation to generation and spread around to larger groups of people who have mastered and benefited from the knowledge and skills. Clues: Master-apprentice relationship, Technical schools, Science and technology archives, Universities and research institutes X2 Groups, Communities / Y2 Present Protection of Innovation － Legislation and practice of IPR protection have been consistently improved and intensified in the world today, to make sure that the legal rights and interests of inventors or creators are protected to the highest degree. That will encourage more people to get engaged in and turn out more inventions. Clues: Patent application, Patent database, IPR legislation, Transfer of technology X2 Groups, Communities / Y3 Future Ethics of Technology － When they are applied to and utilized in life, science and technology will challenge the traditions ethics of the human society. Technology ethics has become an issue today and will continue to be a major issue in the future society. Clues: Human cloning, Human brain transplant, Asexual reproduction, Robot programming X2 Groups, Communities / Y4 Timeless Science and Technology Education － Thanks to the education and popularization of science and technology, people are able to stand on the shoulder of their forbearers and look even farther, and come to think about and question things better. In this way, science and technology can advance ever further. Clues: Science theme park, Science magazine, Research institute, Forum on science and technology X3 Cities, Countries / Y1 Past Technology and Making of the City － Thanks to the increase of agricultural production efficiency, some people were able to get away from their land and come to live in the city. And the development of metallurgy, construction and transport technology has made the expansion of the city possible. Clues: Irrigation technology, storage and preservation of agricultural products, Power generation and supply, High-rise buildings X3 Cities, Countries / Y2 Present Center of Technological Revolution －

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The city converges various factors of

innovation. The intensive communication among well-educated people in the city produces the sparks of innovation, and the research and production facilities in the city have helped to turn these sparks into actual technologies, and further into products and services. Clues: Institutions of higher learning, Corporate R&D, Combination of enterprises, universities and research institutes, High-tech parks/incubators X3 Cities, Countries / Y3 Future Technology in Service of the City － The construction of a future city depends on the development of science and technology. As a result, the city dwellers’ way of working, traveling, living and entertainment will change beyond our expectation. Clues: Intelligent transport, Anti-terrorist and disaster-relief technology, New energies, Biological technologies X3 Cities, Countries / Y4 Timeless Embedded Innovativeness － The innovative power of a city is sometimes embedded in its culture. Sound education infrastructure and an entrepreneurial tradition are important elements in this innovative power. Clues: Education clusters/ Talents, Research groups, Corporate investment in R&D X4 Earth, Environment / Y1 Past Footsteps of Human Progress － In the history of human civilization, some major discoveries and inventions have changed the attitudes of human beings towards nature and themselves. They have played a critical role in the development of science and technology. Clues: Heliocentric/Geocentric theory of the universe, Evolutionism, Theory of Relativity, The Big Bang theory X4 Earth, Environment / Y2 Present High Technology Beneficial to Humankind － Man once believed that they, armed with technology, could conquer any natural force. The realities of industrialization and urbanization, however, have demonstrated that science and technology are not omnipotent, and that they can only function as a tool for man to achieve peaceful coexistence with nature. Clues: Land reclamation from the sea, Control of natural disasters, Nuclear power , Space Navigation X4 Earth, Environment / Y3 Future Endless Exploration － The future will find man going into the uncharted sea in the probing of nature’s principles. The endless quest for the truth in Nature will lead to more effective preservation of Earth and its inhabitants. Clues: Life science, Earth and environment science, Human brain and cognition, Exploration beyond Earth X4 Earth, Environment / Y4 Timeless

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Theorems and Experiments － Science experiments are means of communication with Nature, while scientific theorems frame man’s perception of the world around him. Clues: World of atoms and molecules, Amino acids and proteins, Theories of the Universe, Physics 4. Z4 Sub-theme – Remodeling of Communities in the City X1 Individuals, Families / Y1 Past Family Heritage － In the early period of urban development, citizens tended to live together by blood or geographic relations. Community tradition and atmosphere were the most direct perceptions of the city. Clues: Hometown/family origin, Traditional family tutoring, Ancestral hall, Genealogy X2 Individuals, Families / Y2 Present Life in a Corner of the City － In today’s cities, communities are windows through which one may observe the cultural, economic and technological development of the city. Thanks to perfect community facilities and distinctive community cultures, people living in any corner of the city are able to enjoy a convenient and colorful life. Communities have become another stage, aside from the workplace, where people perform to achieve their personal dreams and value. Clues: Convenience shops, Community library, Home for the aged/nursery, Community volunteers X1 Individuals, Families / Y3 Future New Style of Life － Advent of new technologies and the “green living” philosophy will lead to new life styles in the future. Clues: Intelligent residence, Barrier-free communities, Community-based life-long education, Communal code of conduct X1 Individuals, Families / Y4 Timeless Charm of Community Life － The community is a bond linking individuals and families on the one end and the city administrators on the other. Democracy in community decision-making will help to make city administration more humanistic, and to improve the quality and environment of life for residents of different classes and cultural backgrounds. Clues: Entertainment, Health care, Commercial services, Education X2 Groups, Communities / Y1 Past Traditional Habitat Model － In the process of urban development, certain groups of residents have come to live together and form their own communities. The cultural background and habitat model of these groups and communities have constituted the basis of the cultural tradition, and urban development, of the city. Clues: Local-style residence, Multi-generational families, Cemetery and church, Folk festival 74

X2 Groups, Communities / Y2 Present Change of Modern Communities － Communities in modern cities are faced with a series of uncertainties. For example, community residents are no longer held together by traditional bonds, some historical communities are faced with the threat of breaking up as a result of urban development, and the inherent vigor of communities is weakened with the change of industrial structure in the city. Clues: Young white-collar community, Industrial workers’ community, Informal settlement, Preservation and renovation of Hutong (bystreet) and Siheyuan (quadrangle) in Beijing X2 Groups, Communities / Y3 Future Common Home for Man and Nature － The future urban communities will strengthen harmonious interaction between people and enhance social cohesion. At the same time, sound community planning and management will ease the conflict between human group behaviour and nature. Nature will constitute part of the community life. Clues: Landmark of community culture, Public space, Interpersonal communication, Waterfront residence/community green space X2 Groups, Communities / Y4 Timeless Community and Social Policy － Communities play a critical role in upholding the stability and healthy development of the society, so they are the main foothold and target of social policies. Reasonable social policies need to be made to help low-income communities and underprivileged residents to benefit from various opportunities and therefore to improve their life. Clues: Community job center, Special welfare policy, Anti-crime mechanism, Care for women and children X3 Cities, Countries / Y1 Past Birth and Evolution of Communities － Urban communities is the backbone of a city’s culture and economy. They also help define a city’s social map and physical fabric. Clues: Streets and square, Public hygiene, Old town renovation, Ethnic communities X3 Cities, Countries / Y2 Present Towards Healthy Communities － More and more urban administrators have realized that the combination of software and hardware will serve will serve as an effective measure to build up a healthy community. “Hardware” means the improvement of community housing and environment by way of planning and construction. “Software” refers to the support given to the community in its blending into the economic life of the city , providing job opportunities and promoting pioneering work. Clues: Redevelopments, Feeder transport facilities, Housing policy, Treatment of wastes X3 Cities, Countries / Y3 Future Communities in a Livable City － Balanced communities will lay the groundwork for a livable city in the future, which is constructed upon harmonious co-existence with 75

Nature and sound people-to-people relationship Clues: Cities without Slums, Anti-terrorist and disaster relief measures, Recycling energy, Garden city X3 Cities, Countries / Y4 Timeless Community Administration － Community administration is a constant task of the municipal government. Community administration mechanism and power distribution in the city have a decisive influence on the success of community administration, and they require the combination of the general objectives of the city and the realities of community development. Clues: Community democracy, Public notices and hearings, Legislations and regulations, Mutual help among residents X4 Earth, Environment / Y1 Past Memories of the Human Society － The past of the human society and that of the city, for the most part, are preserved and expressed in the legacy of communities. Therefore, a society can obtain greater recognition of its own identity through the protection of historical and cultural legacies in communities. Clues: Listed buildings, China towns/Jewish communities, Relics of war, Historical streets X4 Earth, Environment / Y2 Present Community Development in the Context of Globalization － The unprecedented scale of global cultural exchange tends to render communities into units of a global village. The rise of multicultural communities in the background of globalization and cultural diversity may on the one hand enrich the urban life, and on the other pose a new challenge for city administrators. Clues: Multi-lingual schools, Religious International exchanges in the communities

facilities,

Multi-ethnic

festivals,

X4 Earth, Environment / Y3 Future Future Communities in the Context of Globalization － With the development of science and technology and the change of life style and work mode, daily activities of people in the future will for the most part take place in communities which may take over the residential, business and entertainment functions of the city. Clues: Global village, World citizens, Eco-friendly communities, Intelligent communities X4 Earth, Environment / Y4 Timeless Community Remodeling － Since the birth of modern cities, community remodeling has always been a key concern of city administrators. The actual measures used have undergone an evolution from physical clearance and rebuilding to the more sustainable rehabilitation policies. Clues: New community planning, Diversity of community life, Environmental

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protection, Community democracy and Empowerment 5. Z5 Sub-theme – Interaction between the City and the Countryside X1 Individuals, Families / Y1 Past Moving into the City － When the city first took shape, its inhabitants were migrants from the countryside, and these migrants had brought along with them their own traditions, crafts, dialects and customs which had played an important part in the formation of the city’s cultural and economic tradition. On the other hand, the city has provided a large platform for its inhabitants to achieve their personal development and realize their personal value. Clues: Dialects, Blood and geographic bonds, Crafts, Traditional cuisine X1 Individuals, Families / Y2 Present Rural-Urban-Rural Migration － In the process of urbanization, villagers moved into cities and became city dwellers. When urbanization entered a new phase, some city dwellers had the intention of leading an idyllic life. This is often the case with high earners in the developed countries. The government should change people’s attitude towards the city and adopt effective measures to guild them back to the city. Clues: Flow of labor, Minimum wage/Maximum working hours per week, Weekend country residence, Supermarkets/ grocery stores X1 Individuals, Families / Y3 Future Rural-Urban Amphibian Life － When urbanization reaches a certain stage, the demarcation between the city and the village may not be so distinctive. People can enjoy both the prosperity and convenience of the city and the ease and serenity of the countryside. Clues: Family health care, Distance education, Urban farmers, Household-based commerce X1 Individuals, Families / Y4 Timeless Rural - Urban Gaps － There is a disparity between the quality of life in the city and in the countryside. It is prevalent and especially obvious in developing countries. The countryside tends to lag far behind the city in terms of infrastructure, health care, education and employment. Good rural-urban interactions can help reduce gap between the city and the countryside. Clues: Digital divide, Job opportunities, Health care/epidemic prevention, and Pace and concept of life X2 Groups, Communities / Y1 Past Rural-Urban Communication － The communication and interaction between urban and rural communities based on kinship and family origins has supplied important livelihood opportunities for people in both places. Clues: Family visits, Urban-rural marriages, Kinship/countrymen job referral

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network, Remittance back to the rural area X2 Groups, Communities / Y2 Present Gradual Elimination of the Rural-Urban Divide － The communication between relatives and people living separately in the urban and rural/area has given an impetus to the gradual infiltration of wealth and opportunities into the rural/area. This kind of communication functions as the foundation of traditional urban culture. Clues: Migration, Automobiles and modern transport, Modernization and urbanization of the rural area, Change of urban habitation model X2 Groups, Communities / Y3 Future Rural-Urban Integration － With urbanization of the world going on, in the future, the boundary between rural and urban area will be much blurred – a metropolitan will have its rural district, and the rural residents will be leading an urban life… Clues: Direct sales of farm produce, Sightseeing agriculture /soil less planting, and Green communities, Satellite towns X2 Groups, Communities / Y4 Timeless Rural-Urban Interaction at Community Level － Urban communities will be influenced greatly by the massive migration from the countryside, while rural communities will be affected by the expansion of the city. This situation requires better efforts to improve urban administration in communities and to improve life quality in the countryside in the process of urban expansion. Clues: Technological exchanges, Cultural interactions, Job and education opportunities, Poverty reduction in the rural area X3 Cities, Countries / Y1 Past Traditional Linkages － The rural area provides the urban area with farm produce, resources and raw materials while the latter offers wealth, job opptunities and life style to the former. This is typical of the urban-rural relationship. Clues: Resources and industrialization, Change of lifestyle in the rural area, Rural labor surplus, Rural demand for commodities X3 Cities, Countries / Y2 Present Rural-Urban Linkages in the Context of Rapid Urbanization － The massive influx of rural population into the city has posed new challenges for city administration as concerns housing, infrastructure and employment. The expansion of the city, on the other hand, has placed a considerable burden on the countryside, consuming or even depleting land and other resources in the countryside. Furthermore, urbanization does not create benefits for the countryside immediately or any time soon. Clues: Conservation of farm land, Management of migrant population in the city, Food supply, Job opportunities for landless farmers X3 Cities, Countries / Y3 Future Models of Harmonious Rural-Urban Interactions － The gap between the city 78

and the countryside will narrow in the future, and sustainable interactions will take place between them. The harmonious urban and rural area will feature intensive use of renewable resources. The rise of small and mid-sized cities and towns will be a good relief for metropolitan cities. Clues: Garden city, City for holiday-makers, Environment-friendly villages, New agricultural technologies X3 Cities, Countries / Y4 Timeless Synchronized Development of Urban and Rural Areas － The flow of people, capital, goods and information between the city and the countryside determine the model and result of the urban-rural interactions. Proper coordination of these flows is key to achieving synchronized development between the city and the countryside. Clues: Well-managed urban expansion, Countryside coop credit, Agriculture technology exchange/seed base, Farm produce demand database X4 Earth, Environment / Y1 Past History of Rural-Urban Life － In the process of urban development, the countryside has always been a hinterland of the city. Urbanization has made a great impact on the deep-rooted cultural traditions and the natural environment of the countryside. The history contains a mixture of both negative and positive tendencies. Clues: Spread of modernity and humanism, Protection of natural environment, Progress of agricultural technologies, Urbanization of rural areas X4 Earth, Environment / Y2 Present Rural-Urban Linkages in the Context of Globalization － The rural-urban linkages in the age of globalization has become closer than ever. In the same time, in the context of globalization, the rural resources and urban capacities are also facing great pressure. . Clues: Ecological agriculture/sightseeing agriculture, Raw material and waste recycling in urban and rural areas, Global campaign to promote green agriculture, Education and promotion of eco-awareness X4 Earth, Environment / Y3 Future Rural-Urban Interaction and Recycle Economy － Recycle Economy has introduced new opportunities to the rural-urban interaction. When the new thinking sinks in and new technologies become available, the resource flow between the urban and rural areas will be managed in a more sustainable way. Clues: High-added-value agriculture, New global rules for agriculture, Global efforts to protect the environment, Resource recycling in urban and rural areas X4 Earth, Environment / Y4 Timeless Global Rural and Urban Issues and Solutions － At the global level, rural-urban interaction means a range of common issues facing the world – how to improve the living conditions of rural and urban residents and how to conserve the natural resources. Clues: Population growth, Food shortage and supply, Forest protection, Supply of 79

clean water

III. Matrix-based content development – Illustrations From explication of the connotations to the development of matrix, the Organizer has developed the theme “Better City, Better Life” into rich and colorful exhibition elements. Based on the matrix, participants may turn the abstract theme statements to concrete exhibition plans, or take the theme points as inspiration for a further development of the theme and the design of innovative and insightful exhibits. Participants may adopt varied and different means of expression, including exhibitions, events, symposia and forums. What follows is our description of our imagined participants of Expo 2010 Shanghai China as examples to illustrate how the matrix can help the choice of sub-theme for exhibition and the design of actual exhibits. All these examples are, as stated above, are imagined and fictional. They are only intended to serve as inspirations for further elaboration of the theme, so participants don't need to subject themselves to the limit of the theme matrices. Participants are instead encouraged to take an open and innovative initiative to present the theme “Better City, Better Life” and make their pavilion and exhibition design brilliant and enchanting. Exhibition Clue I: Participant A, a Foreign Country 1. Theme of Participation Participant A is a country with certain technology advantages, so it chooses “the Future City” as the theme for exhibition, hoping to inspire people from other countries in the world to anticipate and imagine the wonderful life in the future city. 2. Identification of Theme Points Based on the theme matrices, Participating Nation A chooses the following theme points as clues to exhibition design. Future Professions (Z2/X1/Y3)    

SOHO E-commerce Flexitime Life-long education learning

Man-centered Technology (Z3/X1/Y3)   

and



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New medical technologies Household robots Green habitats Space travel

   

Endless Exploration (Z3/X4/Y3) Life science Earth and environment science Human brain and cognition Exploration beyond Earth

   

New Style of Life (Z4/X1/Y3) Intelligent residence Barrier-free communities Community-based life-long education Communal code of conduct

3. Exhibition Design Visitors may receive a “Letter of Invitation from the 22nd Century” and then take the time and space train to the future city. At each station, visitors may get off the train and take the pleasure of going around the new intelligent communities and experiencing the comfortable and convenient daily life there. They can also put on a space suit and take a trip to Mars and experience the model of life in the Martian communities in the 2 2nd century. Exhibition Clue II: Participant B, a Foreign Country 1. Theme of Participation: City Hand in Hand with Nature Participating Nation B is a coastal state with abundant zoological and botanical resources and ocean resources. The country is profoundly aware of the symbiosis between nature and the city, so it chooses the theme of “The City Gets Close to Nature, and Nature Embraces the City” for participation. 2. Identification of Theme Points Based on the theme matrix, Participant B chooses the following theme points as clues for its exhibition design. Formation of Ethnic Traditions (Z1/X2/Y1)  Mythology and epics  Totem worship  Mother tongue and dialect  Traditional festivals

Technology in Service of the City （Z3/X3/Y3）  Intelligent transport  Anti-terrorist and disaster-relief technology  New energies  Biological technologies

History of Urban-Rural Life (Z5/X4/Y1)  Spread of modernity and humanism  Protection of natural environment  Progress of agricultural technologies  Urbanization of rural areas

3. Exhibition Design The pavilion of Participant B will display the fishery life of their ancestors and give visitors a feel of the customs of the coastal country. Their pavilion will also exhibit handwoven tapestries and other handicrafts featuring the ancient legends and mythology of the country. In addition, the country has adopted modern methods of fishing and environmental protection, and built up the early warning system against earthquake and tsunami. The comparison between the present and the past will show the difference that has occurred in the fishers’ life and illustrate the development concept of returning to 81

nature. Exhibition Clue III: Participant C, an International Organization 1. Theme of Exhibition: Under the Same Blue Sky Participant C is an international organization that operates throughout the world to help the disabled. The organization chooses the theme of “Under the Same Blue Sky” for exhibition in the hope of arousing the whole society’s sympathy for the disabled people. 2. Identification of Theme Points Based on the theme matrix, Participant C chooses the following theme points as clues for its exhibition design.

  



Man-centered Technology (Z3/X1/Y3) New medical technologies Household robots Greens habitats Space travel

New Style of Life (Z4/X1/Y3)  Intelligent residence  Barrier-free communities  Communitybased life-long education  Communal code of conduct

Common Home for Man and Nature (Z4/X2Y3)  Landmark of community culture  Public space  Interpersonal communication  Waterfront residences /community green space

3. Exhibition Design In the pavilion of Participant C, visitors will experience in person how hard the life of the disabled people actually is. Visitors will also listen to the voice of the hearts of the disabled around the world and interact with them through multimedia devices. Participant C will also demonstrate various modern hi-tech medical and recuperation equipment and various barrier-free facilities in the future city in an attempt to give a free rein to imagination and common conception of the life of the disabled in the future centuries. Exhibition Clue IV: Participant D, a Corporation 1. Theme of Exhibition: Connecting People and the World Communication is a constant theme of the human history. A global telecommunications corporation, Participant D chooses the slogan “Connecting People and the World” as its theme for exhibition. 2. Identification of Theme Points Based on the theme matrices, Participant D chooses the following theme points as clues to exhibition design.

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 

 

Life Revolution (Z3/X1/Y2) Steam engine/ Maglev Wright Brothers/supersoni c airliner Telephone/Internet Penicillin/ Genetic therapy

Common Home for Man and Nature (Z4/X2/Y3)  Landmark of community culture  Public space  Interpersonal communication  Waterfront residence / community green space

Industrial Structure in the City (Z2/X3/Y2)  Manufacturing  Modern service industry  Information industry  Logistics center

3. Exhibition Design Participant D divides its exhibition into two parts, namely “Dialogue with History” and “Meeting the Future”. In the first part, “Dialogue with History”, visitors will see the evolution of communication tools in the human history. In the second part, “Meeting the Future”, the company will adopt hi-tech means to demonstrate new tools of communication between man and man in the future, and visitors will interact in a virtual four-dimensional space with high-intelligence beings in the future.

IV. Assistance offered by the Organizer a. Advisory Service An advisory service will become available to official participants at the different key stages in the development of their presentations. The details of this service will be developed and communicated to all official participants. b. Documentations The Guidelines for Theme Content Development will be available in due time. c. Online Tool Kit The Organizer will develop a tool kit for exhibition content development, which will be available online on the official Expo 2010 website. A printed copy can also be sent when requested. d. Digital Database on the theme The Organizer will make efforts to develop a digital database, containing important papers, documents, booklist and web links, which will be made available to all participants.

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V. Theme observance coordination mechanism a. Assessment Mechanism The Organizer will work closely with the BIE to develop the theme observance criteria which will be used to assess theme statements and the exhibition projects submitted by the participants. A jury will be formed to conduct the assessment work. The Organizer will decide upon the composition of the jury, which includes representatives of the BIE and other related parties. The list of members will be released in due course. b. Submission of Theme Statement The participants must submit to the Organizer a “Theme Statement” which defines the overall theme and the general contents of their presentation, as an integral part of the application for the allocation of exhibition space in accordance with Special Regulation No.2 concerning conditions of participation in the Exposition. The theme and contents of their presentation must conform to the theme of Expo 2010 Shanghai China as stipulated in Article 3 and 4 of the Special Regulations. The Theme Statement shall include referential materials on the theme and sub-themes as they shall be developed in specific presentations. The allocation of all sites for exhibition shall not be considered final until the Theme Statement is approved by the Organizer. The Organizer shall forward to BIE copies of the Theme Statements when they are received from the participants through the Commissioner General of the Exposition. c. Submission of “Exhibition Project” As an integral part of the “Application for Preliminary Approval” detailed in Special Regulation No.4, the participants shall submit a document entitled “Exhibition Project” which shall include a detailed description of their presentation. The Exposition Project document provides a detailed plan of the presentation following the general outline submitted in the Theme Statement. The Organizer shall verify that the contents of the presentation are in accordance with the approved Theme Statement and that the Exhibition Project meets the thematic criteria described in Articles 3 and 4 of Special Regulation No.1. In case the Exhibition Project document is not approved by the Organizer, the Organizer shall provide official participants with a detailed explanation of the reasons and make suggestions to remedy the situation. The Organizer shall revert its disapproval decision to the Participants within a reasonable period of time so that the Participants may have enough time to reconsider their project. The Organizer shall also continue to provide on-going assistance to the participants through the advisory service. d. Release of Content of Presentation The participants shall modify the content of the presentation in order to comply with the theme observance criteria. In case of disagreement over the level of compliance of a presentation with the theme, both the Organizer and the participants shall make every effort to reach a consensus. 84

The participants shall make available to the Organizer final information on the content of their presentation at least 120 days before the opening of the Exposition. This information shall be used for the Official Exposition catalogue in compliance with Article 29 of the General Regulations. The content of said information shall be in accordance with the documentation, submitted pursuant to paragraphs 2 and 3 of Special Regulation No.1, concerning the conformity of the presentations to the theme.

IV. Interaction between the Organizer and Participants in Theme Development and the Exhibition, Events and Forums of the Thematic Area To further explore and develop the theme for content plans, the Organizer will, in the near future, form a special team for carrying out this task. The team will follow an active plan to develop the design of the China National Pavilion and the thematic pavilions, as well as schemes for events, symposia and forums. Based on its study and exploration of the theme, the Organizer will provide participants with a guideline for theme development. A coordination mechanism will be put in place to make sure that participants properly follow the theme in developing theme contents. Special assistance will be offered to countries that might need help in properly designing their exhibitions. The thematic area will see frequent and all-round cooperation between the Organizer and participants in its exhibitions, events, symposia and forums. First of all, the Organizer welcomes cooperation with participants–countries, international organizations and businesses in developing the theme pavilions; The World Expo Museum and the “City of Harmony” Experimental Center will have programs open to participants as well as cities in the participating countries. Next, the thematic area will be common ground onto which all the participants can come to stage the celebrations for their National Days and to showcase their cultures through participating inall kinds of themed events. Last but not least, as it is mentioned earlier, the Organizer will launch a series of symposia and forums during the Expo, including the existing global forums and the “City of Harmony Roadmap Series” especially designed for Expo 2010. These discussions will be open to all the participants. In addition, interested participants can work together with the Organizer to be sponsors, supporters and even co-organizers of the conferences. Similarly, participants are welcome to work with the Organizer in the development of the “Virtual Thematic Area”.

V. Thematic Area / China Pavilion of Expo 2010 1. Thematic Area The exhibition and activities in the thematic area are an all-round expression of the theme by the Organizer, in cooperation with participants. It is not an exaggeration to say 85

that the thematic area is one of the most anticipated parts of an Expo and often underpins the success of the event by elevating the Expo from mere physical exhibitions up to meaningful intellectual conversation of humankind. The thematic area is equipped with a whole variety of facilities and spaces, which will be filled up with exhibitions and activities of various forms, in order to effectively create the universal dimension of an Expo. The thematic area of Expo 2010 is found in Section B and Section E in the master plan. It is composed of mainly spaces of four types of space for use: 

Space for Exhibition



Space for Events



Space for Thematic Discussions



Space for Services

The description of the thematic area is based on the categorization of spaces. a. Exhibition Spaces: Theme Pavilions / World Expo Museum / The Interaction & Experience Zone Theme Pavilions There will be five theme pavilions in Expo 2010. All of them are located in the central part of the Pudong site in Zone B and occupy a total land area of 80,000 m2. The five theme pavilions will be named “Eternal City”, “Dynamic City”, “Innovative City”, “Evergreen City”, and “Livable City” respectively. The content of each one of them will correspond to one sub-theme. However, that is by no means exclusive. Since the five sub-themes are intricately interconnected, efforts will be made to bring out the inherent links between the sub-themes through exhibition design. Here is a description of the initial concepts and plans of the theme pavilions: (1) Eternal City Content base: 



Core: Culture–the heterogeneous and diversified urban culture, the material and non-material cultural legacy in the cities and their protection and conservation; Links: The interaction between culture and economic development, and that between culture and the advancement of science and technology. The imprint left on urban culture by the process of urbanization and the evolution of inhabitant structure and urban social map.

Exhibit illustrations: 

Pre-show: Urban Epics

By walking through an arcade, visitors will be able to enjoy a short movie, projected on the walls on both sides as well as on the ceiling, using the most up-to-date 3-D technologies. “Urban Epics”, as the show is called, will open up people’s eyes to a rich tapestry of architectures, statues, landmarks and celebrities of cities around the world, 86

which are arranged in a storyline that deliberately mixes up images of the past, present and future as well as the East and West, in order to create some comic effect and more importantly, to give visitors a revealing look into the urban cultures around the world and how they have evolved over time. 

Main show: Ivy of Civilization

A stage show that combines essences of culture from different parts of the world and features a variety of art forms, such as dancing, opera, ballet, hip-hop and acrobatics, etc. The plot has an emphasis on the birth and blossoming of world’s major civilizations and the interactions between those civilizations through human activities, as well as the melting of diverse cultures in world’s cities. 

After-show: Sounds of the World

This area is hosted by Dr. Zamenhof, father of Esperanto. Visitors will be given a wireless earphone and a remote controller. At the center of the area is a big model of the globe. While walking around, visitors can point the controller to a particular area on Earth and hear the way people talk in that area. Translation will be shown on the LCD screen of the controller. People will be able to see the big variety of languages spoken in the world’s cities. In the adjacent “Language Lab”, they will be introduced to those aboriginal languages which are about to go into extinction and if they want, they can learn to say the daily expressions in one of the aboriginal languages. (2) Dynamic City Content base: 



Core: Urban economic development and prosperity; how urban economic growth has shaped the human society as it is today. Links: Interaction between urban economy and technology; the urbanization of the rural population; rural-urban balanced development; and the role of cultural strategy in improving the economic performance of a city.

Exhibit illustrations: 

Pre-show: Price Calculator

While queuing up for the main show, each visitor will be given a gadget in the shape of a calculator. The visitor will be asked to guess the price of a same commodity in different cities around the world. Such as a can of soda pop, a silk sleeping gown made in China, a brand MP3, a bottle of olive oil, a liter of 98 # gasoline, and so on. After punching in the figure, people will get to know how far he is from the right answer. Then he will be introduced to the composition of that price – the cost of raw materials, labor cost, import and export duties, shop rentals, etc. 

Main Show: 100 Years in 24 Hours

An animated movie shot with the most advanced digital technologies, it condenses the past 100 years into 24 hours. With various heroes and multiple scenes, the movie shows how urbanization and economic development in cities have been shaping ordinary people’s lives. A highlight of the movie is that the audience can decide the plot of the following episode of the movie by pressing buttons on the remote controller in their

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hands. 

After-show: Wall of Career

Visitors will pass a corridor formed by two walls. On these walls are numerous highdefinition viewing screens. On the screens are shown the working scenes of people of a same / similar career in different parts of the world. Within the next minutes, the scene will switch to that of people working in another career. At the end of the corridor is an Internet Café, where visitors can stop over and send e-mails to one of the people they saw on the screen–who might in fact be his career counterpart in another country. The visitor will receive a letter of reply from that person upon returning home. (3) Innovative City Content base: 



Core: Innovation in science and technology; the City as the incubator of new science and technology, and how the latter can help to build a better city in the future. Links: Knowledge economy; “Embeddedness”of “Entrepreneurialism” in a city’s culture; how innovation can better protect cultural legacies; the interaction between community life and the innovative power of a city.

Exhibition illustrations: 

Pre-show: The Innovation Museum

The museum is a virtual and real museum combined. As visitors meander through the space, they see how the sparks of curiosity and inspiration had triggered new inventions and creations, such as the light bulb, telephone, planes, robots, the Internet and Post-its，etc, as well as how cities have been shaped and changed by these technologies. 

Main show: Xiao Ling Tong in 2060

A cartoon figure that was very popular about 20 years ago, Xiao Ling Tong and his Tour of the Future influenced an entire generation. Now, he is back! He will be the hero of a new 3D cartoon, a sequel to the old story, which shows that Xiao Ling Tong finally made it to the 21st century he once dreamt about. He will be making comparisons between his old dream and the reality before his eyes, creating some comic effect. Then, being one who can never stop dreaming about the future, he is on his way again–this time taking the audience to the year 2060… 

After-show: Think Bank

At the exit of pavilion, there is a “Think Bank”, where visitors (especially children) can post technology puzzles in their lives. They can also post their solutions to other people’s puzzles. There will be a monthly assessment of the messages posted and awards will be given to the “Best Qs” and “Best As”. (4) Evergreen City Content base: 

Core: Urban-rural linkages; the conservation of natural resources in rural area and the recycled use of resources; protection of environment and bio-diversity; 88



Links: Application of the latest and upcoming scientific methods and technologies in environmental protection and the development of new energy sources; promotion of concepts of 3R at the community level; green agriculture.

Exhibit illustrations: 

Pre-show: Loulan Relived

Each visitor will receive a pair of goggles. Through the goggles, they found themselves suddenly in the desert of Tarim, amongst the ruins of Loulan, which was once a booming town on the Silk Road about 2,000 years ago and then gradually lost in the desert as human activities break up the fragile eco-chain of the place. Viewers will be taken back to the heydays of the town and relive life and death of the famed town. 

Main show: Journey of a Droplet

This movie is played in an “immersed theatre”. It follows the journey of a droplet of water in the pipes, air, rivers and lakes of cities around the world. The beautiful scenes, with visual impact, will make the viewers feel a deeper love for the Earth and their homes. Simultaneously, they will be instilled with a sense of urgency or more positively, a sense of responsibility to face the challenge of the shortage of water resources. 

After-show: New Concept Farming

The outdoor space of the pavilion will be used for displaying “green agriculture” and urban agriculture, with exhibits portraying soiless farming and organic farming. Visitors will be able to try their hands at farming and to taste products of the farm. (5) Livable City Content base: 



Core: Urban community life; creation of a sustainable urban habitat; Links: Application of the latest technology in urban planning, habitat design and urban transportation; the construction of small towns and satellite towns; how to build more livable cities through multi-cultural policies, etc.

Exhibit illustrations: 

Pre-show: This Time–Here and There

A circular screen, divided into several sections, shows live images from communities in several sister cities of Shanghai throughout the opening hours of the pavilion. Visitors can see how people in different cities around the world live, work and play at that exact moment. On important days, residents in these areas will stage shows displaying the local culture in front of the cameras, which will be screened live in the pavilions. 

Main show: Habitat of Tomorrow

A future human habitat model based on the high-density living pattern in future cities and constructed with the “green living” principles is the center piece of the pavilion. The habitat will occupy minimum land area while supplying ample room for residents through innovative planning and design. The residence will be powered by green energy, using green materials and equipped with the most-up-to date life 89

technologies. The surrounding air is purified to the best quality while the pipe water inside is also clean and wholesome. Volunteers will be recruited to live in the house and to learn about and disseminate the concept of “green living”. 

After-show：A World of No Barriers

The way leading to the exit of the pavilion is divided into several channels. Visitors can choose to go through the channels designed for physically disabled people. They will personally experience the barriers a disabled people will have moving around the city and how these barriers are removed through innovative design of the street facilities.

The World Expo Museum Besides the theme pavilions, another important part of the exhibition space in the thematic area is the World Expo Museum. It is located in Zone E. The building, with a floor area of 120,000, is adapted from an old factory building. During the Expo, the Organizer will join hand with the Victoria & Albert Museum of London to stage a World Expo Show. The show, which is based primarily on the collection of V&A, will also draw on other resources to be the most comprehensive display of the history of World Expo so far. Besides the World Expo Show, during the Expo, the Organizer will also cooperate with famous museums from other parts of the world to run traveling exhibition of the classic collections of those museums. That will give visitors to the Expo a bonus–they would have opportunities to browse the essences of other cultures. After the Expo, the Museum will be kept permanently as a venue for the traveling exhibition of historical and art pieces from around the world. The “ City of Harmony” Experimental Center This is a program where cities around the world come to display their ways of building “City of Harmony”. The Experimental Center will be located in the Interactive & Experience Zone, a 10-hectare area in Zone E with both indoor and outdoor exhibition spaces. The Organizer will send letters of invitation to a number of cities to participate in the program. Or interested cities can also approach the Organizer for participation. Each potential participant will submit their presentation scheme to the Organizer and discussions will be held for ways of cooperation. Given that a number of cities have already shown interest in the program, Organizer will soon work out, together with the BIE, the conditions and requirements of participation, as well as the consultation mechanism.

Public participation There will be ample opportunities for public participation in the exhibition programs of the thematic area. Space will be designated for public-initiated exhibits. Themes of 90

these exhibits may include: 

“City Footprint” historical photographs exhibit

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“City in My Eyes” children’s paintings exhibit

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“Growing Pains” household collection exhibit

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“ My Green Hometown” invention show

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“ My Favorite City” photograph exhibit

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…

“Penetrative” exhibition Finally, by “exhibition” we are not only referring to the organized exhibitions taking place in the exhibition space. The Expo site itself and its operation is another realm of exhibition for the theme. The internal transport system and external transport links, the construction materials to be used, the source of energy, refuse treatment, site planning, green space, and the conservation of historical buildings on the site can all be great carriers and disseminators of the message of the theme “Better City, Better Life”. b. Events Spaces: Performing Art Center, Public Center, Expo Plaza, Theme Plazas During the Expo, there will be a great variety of performances and cultural events taking place in the aforementioned spaces. Different from the performance and cultural activities taking place in or immediately around the national pavilions, those taking place in the thematic area are more universal in nature and are supposed to have a closer link with the theme and sub-themes. Generally there will be the following types of events, based on our current plan： 









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National Days celebrations: the thematic area offers sufficient space for the celebration of National Days. As supporting activities, National Week or City Week / Day can be held, as a platform to showcase the culture from a particular country / city. Theme performances: This refers to events based on a particular theme, such as “Shows of Endangered Art Forms”, “Global Brand Fashion Show”, “World Children’s Choir Series”, etc. Chinese culture series: Events showing the historical roots and diversity of Chinese culture, such as “Minority Art Show”, “The Vernacular Sounds– China’s Local Operas”, “Chinese Folk Songs”, etc. Parades: Parades regularly held on the major paths and plazas of the thematic area, such as those themed as “Tunnel of Time–5000-year old civilization” and “Art, Science, Man”, etc. Screen shows: Shows on the big screens in the public space, such as “Cities in Movies” , urban documentary series, flash and cartoon art show, etc. Public & community participation events: All of the previous categories of performance and cultural programs can all have public participation elements. In addition, there will be a series of performances which are purely staged by 91

local communities and the general public, such as community variety shows, school choir festival, campus band show, senior citizens fashion show and a variety show of the disabled, etc. c. Discussions Space: Convention centers both inside and outside the Expo site World Expo is not only a ground for mass entertainment. It is increasingly becoming a place of education and a key platform for the discussion of major topics regarding the development of human society. The crystallization of discussions and debate will be a great invisible legacy of the Expo. A series of discussions related to the theme are planned or have been held in the years prior to the Expo 2010 as “warming-up” of the theme: 

Expo 2010 Theme Development Forum (May 2004, Shanghai, China)

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Writing Contest on the theme of the Expo 2010 (Jul.21 – Sep.15, 2004)

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Urban Development Forum (May, 2005, Aichi, Japan, held jointly with Ministry of Construction, CCPIT and City of Beijing ) The World Expo 2010 Forum Series (Co-organized with the BIE, held annually) 2003 Forum I World Expo Facing the Future (Shanghai, China) 2004 Forum II Cultural Diversity and Cultural Integration in Cities in the 21st Century (Paris, France) 2005 Forum III World Exposition and Sustainable Development (Aichi, Japan)

During the Expo 2010, discussions on the theme will be found in the following three categories: (1) Existing global forums and conferences The Organizer will try to bring some existing global forums to Shanghai in 2010 to be part of the Expo, such as:



UN Habitat Conference



World Urban Forum V

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The 3rd Conference of World’s Schools of Planning

In addition, the Organizer will work closely with UN Habitat to make Shanghai the host of the World Habitat Day in 2010 with a theme of “City of Harmony”. (2) “City of Harmony” Roadmap Series This is a series of forums organized by the Expo 2010 aiming to promote the theme of the Expo. The organizers and supporters of the forums may include: the BIE, United Nations (UN Habitat, UNDP, UNESCO, UNEP…), other international organizations (World Heritage, World Bank, Asian Development Bank, IMF, etc.), relevant NGOs and 92

NPOs, (including those participating in the Expo 2010), Chinese Central Government, Shanghai City Government, sister cities of Shanghai, cities of participating nations, as well as the corporate sector. There will be five forums based on the five topics in the series, including: 

Cultural identification and the cultural strategy for “ City of Harmony”

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Urban economic growth strategy and “City of Harmony”

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Technological solutions to livable urban and rural areas

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Solutions to “Balanced Communities”

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A harmonious urban-rural interaction

Each of the first five months of the Expo will be devoted to one topic, while the last month will be for conclusive sessions. A Shanghai Declaration will be published to record the consensus of the delegates. Special attention will be paid to the concerns of the cities of developing countries. There will be a “developing countries section” in each of the forums to find solutions to issues like the management of informal settlements, the supply of clean water, urban and rural healthcare systems, as well as urban infrastructures, etc. (3) Public forums The public forum will be held mainly in the cyber space. A Public Blog area will be opened on the Expo 2010 website. There will be several columns, open to bloggers of all backgrounds to express their views on urban life and the future of cities in order to trigger mass discussions on the web. A group of bloggers will be selected to be Guests of the Expo 2010, based on the number and quality of their articles as well as their backgrounds. Meanwhile, all the conferences held on the site of the Expo will be open to the public. There will be a public passage in the convention center to allow visitors to walk through and watch and listen to the conference. Major conference will be broadcasted live on the LCD monitors around the site. Representatives of the city’s residents will be invited to participate in some of the seminars and conferences. d. Services Space: Restaurants and shops in the thematic area Events will also be held in the restaurants and shops of the thematic areas will feature certain theme-related events: 



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National/City Food Festival to be held during National Days; “The Bazaar”: An outdoor market run by charity groups, mainly selling homemade handicrafts and household collections; “Street Corners”: A program featuring shows of street artists from around the world;

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Innovative Culinary Event: Such as Healthy Lunch Box Competition;



…

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e. Thematic Area in Cyber Space As a platform of mass communication and entertainment, the Internet increasingly assumes a significant role in shaping people’s daily life. It is hard to imagine where the web technologies will take us to in five years. But one thing is certain, the Expo 2010 will be the first ever World Expo to fully tap the web technologies and to have a “Virtual Thematic Area”. Exhibition The theme pavilions, the World Expo Museum and the Interaction & Experience Zone will all have a web version. The web version will carry some images of the pavilions and exhibitions, but more importantly, they can link to a huge volume of images, sounds and letters related to the theme, which can hardly be fit into the real exhibition space. In this way, the virtual exhibitions can serve as a prelude to the actual visit or an extension of the latter. Events & Entertainment Major events on the Expo site will be broadcasted online, such as the opening and closing ceremonies, the National Day celebrations and superstar shows. Besides, there will be a series of web-based contests and selection of Top-Tens. This kind of programs can stir up greater attention to the Expo 2010 and its theme (not only locally, within China, but also around the world), such as: 

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“World Expo 2010 Ambassador” Contest: The contest will select a number of “World Expo 2010 Ambassadors” in the major origin countries/ regions/ province of visitors to the Expo. Each candidate will have his/her personal web page link posted. Winners will be decided by web-based or short-message voting; “My dream city”: ten hottest urban destinations for traveling - Candidate cities will open their image zone online. The public vote online for their favorite city. The mayors of the winning cities will be the honorary guests of Expo 2010, and each of them will receive a badge from the Organizer;

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Ten most beautiful towns of the world;

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Ten most lasting urban images (photographs);

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Top ten events in world urban development;

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Ten most livable rural areas;

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Ten most important technologies of the future;

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…

During the Expo, an online game contest temporarily named as “Urban Matrix” will be launched in the Virtual Thematic Area. The game will invite people to find solutions to the problems and crisis in a future city. The hints for some solutions can be found in the theme pavilions. Discussions All the major forums will be broadcasted live online. The Organizer will also 94

explore the possibility of running live online sessions in the forums of “City of Harmony Roadmap Series”, so as to bring more people in different parts of the world into the discussions. The Public Forum will mainly take the form of Blog, as mentioned previously. The Virtual Thematic Area will also open an online lecture room. Leading scholars, experts or professionals in the field of urban development will be invited to speak and communicate with web audience. Services The Virtual Thematic Area will have its retail space. There will be online shops selling Expo 2010 souvenirs, some of which are web-only versions.

2. Concept for China Pavilion The theme will be fully embodied in the conceptual plan for the China National Pavilion. The plan will be based on the past, present and future of China and aim to showcase the ethnical and geographical diversity of cities in China. It is composed of four sections: a. Timeless capitals As one of the four ancient civilizations, China is home to many thousand-year-old cities. The Chang’an of Tang Dynasty (618–907 A.D.) was one of the most prosperous cities in the world at that time. The bustling streets of Bianliang, capital of Song (960– 1127 A.D.), were the object of a world-famous painting Qing Ming Shang He Tu, while the prosperity of Dadu, capital of Yuan (1279–1368 A.D.), was well-recorded in Marco Polo’s travelogue. While we are proud of the glories of the ancient cities of China, great efforts are being made to sustain the glory in the present age and also into the future. b. A new century As a populous country with a vast geographical span, China has enjoyed unprecedented growth in the past twenty years or so, accompanied by fast urbanization in many parts of the country. This section will show the images of Chinese cities at the beginning of the 21st century, their cultures, economic growth, and interaction with rural areas. There will also be a look into the future on how a “City of Harmony” can be achieved across the country. c. On the other side of the rainbow Throughout history, China has played an active role in the global cultural and commodity exchange. The most outstanding examples include the Silk Road and Admiral Zheng He’s seven voyages down to the “western oceans”. In the past 20 years, China has been opening up its doors wide to overseas capital, technologies, as well as advanced development philosophies. In this section, people will see the communication between China and the rest of the world, both throughout history and in present time, and how this communication has led to common prosperity of nations. d. A future of harmony Following the “Harmonious Society” credo, China is endeavoring to build a fair and equal society characterized by the rule of law, good social order, mutual trust, sustained 95

dynamism of growth, and harmonious co-existence of man and nature. The “harmony” philosophy is rooted in the Chinese culture and echoed by the “sustainable development” theories. The blueprint of “Harmonious Society” will be the centerpiece of this part.

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4. The Planning of the Exhibition Site 4.1 Selection of the Site and Its Reasons The area for Expo 2010 Shanghai China is located at Nanpu Bridge–Lupu Bridge region along both sides of the Huangpu River (Ref: 4-1). The planning area within the site boundary covers 5.28 km2 in which 3.93 km2 is in the Pudong (East of the Huangpu River) section while 1.35 km2 in the Puxi (West of the Huangpu River) section. The enclosed area (admission by ticket) is about 3.22 km2 (excluding water surface area). The following are the four main considerations in the selection of the Expo site.

4.1.1 To Reflect the Theme of “Better City, Better Life” The Huangpu River is the “Mother River” of Shanghai and the area along the Huangpu River is a birthplace of the national industry of China. This area testifies to the evolution of Shanghai. The old city quarters, the Bund, the Lujiazui area and other important places epitomize the history of Shanghai’s growth. Boasting rich historical contents and outstanding tourist attractions, the site for Expo 2010 lends itself to the sufficient presentation of the theme “Better City, Better Life”.

4.1.2 To Improve the Operation Efficiency of Expo 2010 The site is located at the central part of the city of Shanghai, where existing transport systems are easily accessible and various kinds of existing facilities, such as hotels, restaurants, shopping centers, cultural facilities, entertainment and recreational venues, are readily available. There is no need for further investment.

4.1.3 To Promote Industrial Restructuring and Environment Improvement The site is located in an area where the early industrialization took place. According to the Master Plan of Shanghai (1999–2020), the Exposition site is among priority areas along the Huangpu River for comprehensive redevelopment. As an important event in the development of the city, the Expo will help to rejuvenate the surrounding areas, particularly in terms of conservation of historic sites , economic restructuring and environmental improvement.

4.1.4 To Ensure After-use of the Exposition Facilities The integration of the site planning into the urban development plan along the Huangpu River will ensure the after-use of the site facilities and a lasting benefit for the city’s sustainable development.

4.2 Overview of the Location and the Site 4.2.1 Overview of the Region The site is located on the outskirts of the city center where a sound transport system is readily available. Expressways, main trunk roads, bridges and tunnels, plus four metro 97

lines which are under construction to connect with great ease the site with other parts of the city, such as main public activity centers, traffic hubs and gateways. The site is set along both sides of the Huangpu River. And a rivulet, Bailianjing rivulet, joins the Huangpu River in the Pudong section of the site. All this makes the site a pleasant waterfront area. Surrounding areas are dominated by residential quarters with a few other facilities, such as factories and railway yards.

4.2.2 Overview of the Site The site area is a place where the early industries were established. Packed with factories, warehouses, wharfs, stockpile yards and residential quarters (Ref: 4-2), the area is in urgent need of renovation. The Exposition will provide such a new golden opportunity. Within the site area, there are seven industrial buildings (structures) on the list of Outstanding Modern Architecture with Cultural Heritages in Shanghai that need to be well protected and appropriately utilized. Besides, other industrial facilities with distinctive historical characteristics will also be preserved and transformed into a complex for exhibition, cultural and leisure activities with the development of the Exposition site.

4.3 Concepts and Structure of the Preliminary Master Plan 4.3.1 Planning Concepts a. Theme interpretation For the purpose of interpreting the theme of Expo 2010 Shanghai China, the planner tries to bring into focus the importance of cities to the improvement of people’s life in different historical periods (Ref: 4-3). Having gone through the early stage of city in the agricultural society and the stage of “Modern City” in the industrial society, the city is now facing new challenges as it has entered into the information age. Expo 2010 Shanghai China takes harmony as its philosophy for urban development, that is, harmony among human beings, between humankind and nature, between past and future, with a view to creating a favorable condition for the sustainable development of a city. The planner takes a proactive attempt to set up a model of “harmonious cities” in the following aspects: 

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To attain harmony between humankind and nature, the site planning takes the green land on both sides of the Huangpu River as the core zone in the spatial configuration, and integrates plazas and boulevards into a green network, together with green belts and wedges. To attain harmony between past and future, the heritage buildings within the site, both industrial and otherwise, will be well protected and put to good use during and after Expo 2010. To attain harmony among human beings, Expo 2010 Shanghai China will provide a venue for a dialogue between cities across the world and a stage displaying urbanism in the new century. Such an atmosphere will pervade all 98

corners of the Expo site and throughout the host city. With the help of advanced information technologies, the voice of harmony will be transmitted to all parts of the world. b. Theme elaboration Expo 2010 Shanghai China will exert a considerable impact on the city, upgrading the city functions, reshaping the urban space and projecting a new city image. The Exposition will offer an ideal opportunity for Shanghai to establish itself as a center of international trade and cultural exchanges and serve as a strategic intersection in the reconfiguration of urban space along the Huangpu River.

4.3.2 Structural Elements of the Master Plan Taking into account such factors as proper walking distance, human scale, and perception of visitors, the master plan of Expo 2010 Shanghai China (Ref: 4-4), put forwards a five level structure, namely, one Park, one Enclosed Area, five Zones, twelve Groups, and twenty-six Clusters. One Park: The Expo Park covers a total area of 5.28 km2, including the enclosed area and areas of support facilities outside the enclosure. The Expo Park spans both sides of the Huangpu River, with 3.93 km2 in Pudong and 1.35 km2 in Puxi. One Enclosed Area: Enclosed area, with a total area of 3.22 km2, is divided by the Huangpu River into two sections, including one on the east (Pudong Section, 2.47 km2) and the other on the west of the River (Puxi Section, 0.75 km2). Five Zones: There are five functional zones marked A, B, C, D and E respectively, each with an average area of 60 hectares. Twelve Groups: There are designed 12 pavilion groups, 8 of which being in the Pudong Section and 4 in the Puxi Section, each with an average area of 10 – 15 hectares. Twenty-six Clusters: There are 26 pavilion clusters each covering 2 – 3 hectares. With an average floor area, each pavilion cluster can accommodate 40 – 45 exhibition units, each exhibition unit covering a total floor area of 20,000 – 25,000 square meters. For the sake of convenience, each pavilion cluster will contain small canteens, shops, telecom, toilets, mother and baby service and other public facilities. Foreign national pavilions, to be grouped by the Continent it belongs to, will include 3 types: Type 1, Pavilions designed and built by official participants; Type 2, Stand-alone pavilion structures built by the Organizer and rented to participants; Type 3, Joint Pavilions constructed by the Organizer offering covered spaces to developing nations. The allocated exhibition sites for Pavilions Type 1 are offered in units of 500 m2 land area, and each participant may apply generally for minimum 2 to maximum 12 units, or 1,000 m2 to 6,000 m2. Type 2 Stand-alone pavilion structures will be offered to participants in 3 sizes: 1 99

unit or 500 m2, 2 units or 1,000 m2, 4 units of 2,000 m2. Type 3 pavilions will offer covered exhibition space to developing countries free of charge. According to the regulations of the BIE and the tradition of World Expositions, all foreign national pavilions will be temporary buildings.

4.4 Zoning The total floor area of all pavilions will reach 850,000 square meters. In the master plan, the Pudong Section will accommodate over 160 national pavilions and about 20 international organization pavilions, and the Puxi Section will accommodate about 30 corporate pavilions.

4.4.1 Zone A Zone A, with an area of 54.9 hectares between the Elevated Expo Boulevard and Yuntai Road to the west and the Bailianjing rivulet to the east in the Pudong Section, will hold China Pavilion and some foreign national pavilions (including the aforementioned three types of pavilion structures). China Pavilion will be designed in connection with the riverside greenbelt and the riverside squares, and contain exhibition themes of Ancient Capitals, Turn of Century, Bridge of Civilization and Future of China with the participation of all the provinces, municipalities, autonomous regions and special administrative regions of China. China Pavilion will have a total floor area of about 45,000 square meters. Zone A is planned to include the national pavilion clusters of Asian and Oceanian countries.

4.4.2 Zone B Zone B will cover 87.8 hectares between Zone A to the east and Lupu Bridge to the west, holding theme pavilions, Community Center, and Performance Center. Theme pavilions and Community Center will be located to the west of the Expo Axis. The main venues for illustrating the theme of Expo 2010, the theme pavilions will be temporary buildings with a total floor area of 80,000 square meters. During the Expo, the major events such as the opening ceremony, closing ceremony will be held at theme pavilions together with the plaza at the north end of Elevated Expo Boulevard. The Community Center will be located somewhere near rail transit hubs. With a total floor area of 80,000 square meters, the public activity centers will accommodate major events or meetings, VIP reception, and news conferences. The Performance Center will be an important venue for cultural exchanges among different nations. With a total floor area of about 45,000 square meters, the Performance Center will include several theaters, each with a capacity of 500 to 3,000 seats. The waterfront will form an open public space by laying out large-scale public green spaces and gardens of various styles.

4.4.3 Zone C Zone C, an area of 103.07 hectares in Houtan to the west of Lupu Bridge in the

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Pudong Section, will hold some foreign national pavilions (including stand-alone and joint pavilions) and international organization pavilions (including the aforementioned three types of pavilion structures). The foreign national pavilions in this zone will be European, American and African national pavilion clusters. Public squares will be built somewhere between the pavilion clusters and a large public amusement park of about 10 hectares will be built at the entrance.

4.4.4 Zone D Zone D will cover an area of 49.7 hectares to the west of the Elevated Expo Boulevard in the Puxi Section. The land is one of the original places of modern Chinese national industry and the site of the 140-year-old Jiangnan Shipyard. There still remain a lot of industrial buildings and facilities. In order to preserve the heritage of urban industry, some of the old industrial buildings will according to their historical features be kept and turned into corporate pavilions. These corporate pavilions will have a total floor space of 90,000 square meters. And, for their precious historical value, the docklands and slipway to the east of the corporate pavilions will be preserved, together with the squares and open spaces along the Elevated Expo Boulevard, be rendered into areas for outdoor public exhibition and cultural exchange.

4.4.5 Zone E Zone E with an area of 25.1 hectares to the east of the Elevated Expo Boulevard in the Puxi Section, will hold stand-alone corporate pavilions which will have a total floor area of 120,000 square meters. To carry forward the spirit of World Expositions and to promote cultural exchanges among different nations, there will be built a World Exposition Museum with a total floor area of 120,000 square meters to the east of the Expo Axis in the Puxi Section on the basis of existing large workshops. The Museum will display excellent cultural works of all nations and of all ages, and will make a world-level cultural and exhibition research center after the Exposition. Distribution of Exhibition Units by Types of Pavilions Number of Participants

Area (Square Meters)

Pavilion designed and built by official participants

40

200,000

Stand-alone pavilion structure to be built by the Organizer and rented to participants

30

70,000

Pavilion constructed by the Organizer offering covered space to developing countries free of charge

90

85,000

International Organization Pavilion

20

40,000

Corporate Pavilion

30

210,000

Types of Pavilions

Foreign National Pavilions

101

China Pavilion

/

45,000

Theme Pavilion

/

80,000

World Exposition Museum

/

120,000

Total

210

850,000

4.5 Public Service Facilities Public service facilities adopt both centralized and decentralized ways of layout. The area for concentrated facilities covers the main pedestrian route and four theme plazas in the Pudong section and the central part of the Puxi section. Other public service facilities will be laid out evenly in different exhibition areas and at the gates. Service facilities include administrative facilities, support facilities, concessionary facilities, and other support facilities (Ref: 4-6). The construction area of the restaurants and shopping facilities covers around 100,000 square meters, and the construction area of management and other support facilities around 60,000 square meters. They are further specified as follows:

4.5.1 Administrative Facilities Administrative facilities include administration offices, VIP reception, press center, and warehousing facilities. The administration and the press facilities are located in Zone B in the Pudong Section, and warehousing facilities are scattered in different areas, close to the entrances and exits. There will be a VIP reception facility located to the west of the Elevated Expo Boulevard in the Pudong Section and the Puxi Section respectively and directly connected to the VIP route (entrance and exit).

4.5.2 Support Facilities Support facilities include Information Center and other facilities for emergency, first aid and medical care, environment sanitation, volunteer center and food hygiene, etc. While the control centers are arranged in a cluster, other facilities are laid out in the different functional zones as required by the service radius.

4.5.3 Concessionary Facilities Concessionary facilities, including eating and shopping facilities, are laid out either in groups or individually. Some facilities are laid out in groups along the main walkways and near squares in the Pudong Section and in the central part of the Puxi Section. Others are scattered in different pavilion groups and clusters. Two major types of on-site eating facilities are provided either by eating habits or by food flavors. The former includes traditional style restaurants, buffet canteens, and snack bars, etc. The latter includes canteens of diversified national styles and local flavours in foreign pavilions. Shopping facilities include 2 types: one offers Expo 2010 souvenirs, and the other satisfies general needs of visitors including convenience stores, automatic vending 102

machines, and mobile vendor booths.

4.5.4 Security Facilities The construction of various security facilities has been included in the professional on-site security plan. a. Objectives Through drafting meticulous security policies, adopting and implementing rigorous security management measures, providing sufficient and solid technical support, the professional security plan will ensure the safety of all visitors to the Expo and in particular the heads of state or government of various countries visiting the Exposition, and guarantee the safe and sound running of the opening ceremony, the closing ceremony and other important events and conferences. The security plan will also make sure that there are no serious terrorist accidents aimed at Expo 2010 in the duration, no serious criminal activities against the pavilions, exhibits, personnel of participants and visitors in general, and no major on-site public security hazards of any kind. The security plan includes a disaster pre-warning mechanism trying to prevent all natural disasters and maintain a sound social order during preparation for and operation of Expo 2010. b. Contents According to the master plan of Expo 2010, the security framework will mainly include a security center and security posts, a security management system, a risk prevention system and a technical support system that will meet the special security requirement of the Exposition. c. Plans (1) Security center and security posts The security center and posts in the Expo Park serve mainly direction and coordination of on-site emergency settlement during the construction period and the Exposition. A security center will be established in the Pudong Section of the Expo Park as a subordinate security center of the city of Shanghai. At the same time, an emergency response center will also be established within the Expo Park as a subordinate emergency response center of the city. There will also be several police offices in the Expo Park. (2) Security management Explosives and other dangerous articles will be banned from entering the enclosed area. People entering the Expo Park will be effectively discriminated to allow various pavilion staff and construction workers to enter their pavilions and working sites and to bar irrelevant people from entering the enclosed area. Security assistance will be strengthened and improved to adapt to the high density and mobility of visitors during the Exposition. The security management system will include an entrance security inspection system, security system card access, management and identification system, and a security assistance and service plan. (3) Risk prevention 103

State-of-the-art telecommunication, control and computer network technologies will be utilized to construct an “advanced, reliable, economical and sustainable” security guarantee platform. The risk prevention system will include an enclosure boundary pre-warning system, a real-time image monitoring system, an emergency report hotline, a mobile image transmission system, subordinate security systems in various pavilions, public support facilities, service facilities and construction sites, a guard and dog patrolling system, and a trouble shooting system. (4) Technical support A special public security optical fiber cable network will be set up in the Expo Park with a large capacity, multiple terminals and full coverage, and on this basis a sound broadband multifunctional information transmission platform will be built, smooth, confidential, convenient and diversified information and communication tools will be provided for the purpose of security guard in the Expo Park, and a supplementary security direction and coordination system will be established in the Expo Park. Special equipment and facilities for emergency and disaster treatment, and reconnaissance techniques and tools will be improved. More efforts will be made to develop key antiterrorism and anti-riot technologies. The technical support system will include a security information network, a security direction and coordination system, and a research program of technical equipment and key anti-terrorism technologies.

4.5.5 Other Support Facilities Other support facilities include functional service facilities that satisfy the general needs of visitors and various assistance facilities. Functional service facilities, to be distributed evenly among pavilion groups and clusters, include telecom, information, goods deposit, post office, express mail, ATM, currency exchange, telephone, toilet, drinking water, trash can, and smoking area. The service radius of information service center and large electronic displays is designed to reach 300 meters, and the service radius of ATMs is 250 meters. Telephones will be scattered more extensively with a service radius of about 100 meters, and the service radius of toilets is also around 100 meters. Assistance facilities include those of special assistance and emergency assistance. Special assistance facilities will provide special assistance for the aged, the frail, the sick, the disabled, the pregnant and the baby visitors, including the rent of wheel chairs and baby carriers, babysitting, and lost and found service. Emergency assistance facilities include guard posts, police office, clinic, first aid station, first aid helicopter and helipads. Permanent base stations and temporary facilities will be constructed to meet telecommunication needs in the Expo Park during the running of Expo 2010 Shanghai China.

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4.6 Open Spaces and Green Lands The waterscape of the Huangpu River will constitute the core open space. The open and green spaces within the site include the waterfront green belts on both sides of the Huangpu River, the Elevated Expo Boulevard, the green wedges, the Expo Square and quite a few other squares, and the pedestrian route. All these form a continuous network covering all functional zones, leading to the waterfront of the Huangpu River and connecting all the entrances and exits. It will function as a pedestrian route for visitors, a place for public activities, priority zones of landscape and ecological corridors for the enjoyment of visitors. Outside the enclosed area and adjacent to the primary entrances are planned large green belts to serve as emergency buffer zones. In line with the urban cultural development of Shanghai on the one hand and the general layout of the Expo Park on the other, about a dozen theme sculptures will be located in the symbolic spaces in the Park. In addition, on the leisure meadows among the foreign national pavilion groups and clusters will be set up some special sculptures that reflect cultural features of different participating countries. The ecological and landscape system will highlight the integration of water and green spaces, and will fit into the public spaces along the river, the layout of pavilions and the surroundings of the Expo Park. According to the theme Better city, Better life, new urban ecological technologies and energy-efficient technologies will be adopted and applied in the Expo Park.

4.7 Public Activity Spaces The public activity spaces consist mainly of the Expo Square, the Elevated Expo Boulevard and quite a few other squares (Ref: 4-13). There will be many squares along the landscaped boulevard to form a square cluster. Some portion of the squares will be utilized as outdoor exhibition places according to exhibitors’ demands. As for the spatial organization, there are two strip-like squares to link up all pavilion groups and clusters throughout the Expo Park. There will also be some big patch-shape squares to serve as the main venue for major activities in the Park, and therefore to satisfy the needs of visitors for sightseeing and other activities. Located to the west of China Pavilion and facing the Huangpu River, the Expo Square will serve as a place for important events, such as the opening and the closing ceremonies, and for the celebration of their exhibition days of official participants. The Elevated Expo Boulevard, running through both the Pudong and the Puxi Sections within the enclosed area, will serve as an ideal place for parades and celebrations. The sightseeing corridors and the squares in the Expo Park will occupy among them a total land area of 30 hectares, with each square ranging from 2 – 5 hectares. Evenly distributed among all the functional zones, they will constitute a multi-functional space suitable for performance and celebrations for cultural exchanges, as well as for service facilities and outdoor exhibitions. Stand-alone pavilions adopt a concentrated layout with rational linkage of entrances and exits between each other, so as to reduce the walking distance for visitors to the 105

minimum. The ground level of some pavilions will be freed and open, so that visitors may queue up in shade. The central space encircled by the pavilions will form a square. The interactive experience area will cover an area about 10 hectares in the Puxi Section reaching Bansongyuan Road in the south, Baotun Road in the west and Miaojiang Road in the east. Featuring creative and artistic production and cultural exchanges, this area is planned to contain cultural communities for both production and daily life.

4.8 Transport Arrangement 4.8.1 Traffic Estimation Transport facilities are provided in light of the following estimation: a total of 70 million visits to Expo 2010 throughout its duration, 400,000 visits per day on average, 600,000 visits on a peak day, and the maximum of 800,000 visits on an extremely peak day. It is also estimated that, of all visitors to Expo 2010, 20:30:45:5 will be the ratio among visitors from Shanghai, those from the Yangtze River Delta, those from outside the Yangtze River Delta and those from overseas. It is estimated that rail transport will take up about 50% of the total traffic, ground public transport (including shuttle buses, tour buses and regular buses) about 35% to 40%, and the water transport about 5%. The remaining 5% to 10% shall rest with other means of transport, such as VIP vehicles, walking and bicycles. It is estimated to have 150,000 visits per hour during the rush hour.

4.8.2 Access to the Expo Park The capacity of airports, railway stations and coach stations will be increased to facilitate access to the Expo Park. The rail transit lines and the Expo shuttle buses will go toward enhancing the traffic connection between the Expo Park and other areas. By the year 2010, rail lines No. 4, No. 6, No. 7 and No. 8 that run through or pass by the Expo Park will have been basically completed and available for visitors. In addition, a special extension of rail transit line No 13 will be constructed to run through the Expo site to help facilitate traffic movement in the duration of Expo 2010 Shanghai China (Ref: 49). Measures will be taken to restrict private cars. Park and Ride (P+R) will be constructed near the Outer Ring Road and the Middle Ring Road to encourage and facilitate visitors to take public transport to the Expo Park. Entrances on water will be designed to improve accessibility to the Expo Park by water transport.

4.8.3 On-site Circulation Circulation within the enclosed area consists of routes of visitors, freight, emergency and VIP. Driveways will run east to west across the Expo Park, including the Pudong and the Puxi Sections, and ring roads will encircle the pavilion groups and clusters. The traffic network in the Expo Park will be designed in such a way that pedestrians and vehicles are separated, and primary and secondary roads are arranged 106

reasonably. Tourist bus routes will run through all functional zones in both sections of the Expo Park, so tourists may get to every Community Center and pavilion on foot or by bus. In order to make transport in the Expo Park convenient and comfortable for tourists, bus stations will be located at an interval of less than 300 meters, and the location of bus stations will fit into the layout of pavilions and main pedestrian routes. Freight and emergency vehicular circulation will be separated from pedestrian routes as much as possible. Roads in the east-west direction, one in the Pudong Section and another in the Puxi Section, will be designated for freight and emergency traffic, providing direct links between functional zones and their respective entrances and exits in order to give priorities to ambulances, fire engines and other rescue vehicles. Logistic traffic will be controlled as much as possible during the opening hours of the Expo. Helipads are also planned to meet special requirements. VIP routes and entrances will be set apart from other types of circulation, and an independent entrance/exist will be installed in both of the Pudong and the Puxi sections respectively, to ensure more convenient, efficient and secure services for the VIPs. Proper ticketing management will be practiced as a means to achieve a reasonable distribution of visitors at each entrance / exit. A visit guide covering one-day tour and itinerary of several days will be made and provided to visitors so as to orient visitor flow and therefore maintain order within the Expo Park. The visit guide will be made in connection with the IMS (intelligent management system) in the Expo Park so that visitors may acquire real-time information and therefore refine their on-site routes.

4.8.4 Primary and Secondary Entrances / Exits Based on the analysis of road networks and MRT lines and stations in surrounding areas, three main and two secondary entrances/ exits have been planned in the Pudong Section, and one main and two secondary entrances / exits in the Puxi Section, on the principle of decentralization of traffic and balanced allocation of entrances and exits. In addition, three waterway entrances / exits have also been planned along the Huangpu River (Ref: 4-12). Sufficient ticket and safety check points will be installed at visitor entrances according to the time and space of expected visitor entry, in order to reduce the waiting time of visitors. Special entrances will be provided for different types of service vehicles, including those for VIPs, logistics, public sanitation, security, medical care and first aid, fire fighting and other operations. Special entrances and exits will also be designated for Expo shuttle buses. Visitors can book tickets at designated places in other parts of the city and then take Expo shuttle buses directly into the enclosed area, so as to relieve the congestion that may take place at primary entrances to the enclosed area.

4.8.5 Pedestrian System According to the framework plan, a continuous pedestrian system will cover and connect the exhibition zones, and the pedestrian system and the vehicle traffic system will be arranged in alternation so as to separate pedestrians from vehicles (Ref: 4-8). 107

For the purpose of the east-west pedestrian system, a sightseeing corridor is designed at the center of the pavilion area as the main pedestrian space for visitors and the major visit route since it connects with all major function groups. A north-south green belt vertical to the Huangpu River will link with the riverside pedestrian system. The north-south pedestrian system is based on squares that link with all major and secondary entrances/exits. Running vertical to the riverside green belt, this system will lead visitors to the riverside activity space. The pedestrian system connects perfectly with bus transits within the Expo Park, making it much easier for visitors to take buses.

4.8.6 Parking Lots 19 parking lots tailored for Expo use, with a total land area of about 40 hectares, are located at the non-enclosed area close to the Expo entrances/exits. Among them, 4,000 ground parking spaces will be designated for buses. In addition, under the guidelines of on-site underground development plan, 1,500 spaces designated for standard cars will be constructed with the development of permanent buildings (Ref: 4-11). The Organizer will conduct further specific transportation researches and make comprehensive traffic volume surveys in line with Shanghai Transportation Plan and Specific Expo Transportation Plan (one of the specific utilities plans). Proper adjustments to the total volume of static traffic hard wares would be made according to the actual parking demand. At the same time, in order to cope with peak-time parking demand, the Organizer will consider utilizing spare sites within the Expo Coordination Area and nearby existing parking facilities, and applications of new parking technologies such as reusable assembly-in-place multi-level parking system. Other parking lots will be planned for public transport vehicles including shuttle buses, regular buses and tour buses. There will be designated parking lots for service vehicles for the purpose of the Expo, including those for VIPs, logistics, public sanitation, security, first aid, fire fighting and other operations. Taxis, private cars and other cars shall only be parked farther away from the enclosed area to ease up traffic pressures around the enclosed area and shuttle buses will take visitors to somewhere near entrances/exits to the enclosed area.

4.8.7 Cross-River Linkage The traffic volume during the rush hours across the Huangpu River between the Pudong and the Puxi sections of the Exposition site is estimated to be 50,000 – 60,000 person-times per hour. Means of transport will be provided during the Exposition to ensure cross-river visitor traffic, mainly including the cross-river buses and ferries. Special ferries will be provided exclusively for VIPs (Ref: 4-10). A tunnel will be constructed at Bowen Road as the internal cross-river tunnel. With four lanes in both directions, the tunnel may have a throughput of 3,500 – 4,000 standard cars per hour, and cater to cross-river visitor buses, special vehicles within the park, emergency vehicles, and VIP vehicles. Cross-river visitor buses, as the major means of cross-river traffic, will enjoy priority in traffic arrangement and be able to cross the river 108

generally within 10 minutes. Ferries will be arranged as a supplement to the cross-river buses, and ferry lines will be designed according to actual needs.

4.8.8 Traffic Arrangements in Case of Emergency Traffic arrangements and contingency transport plans for emergency will be made at three different levels, i.e., within the territory of the Municipality, in Expo-related areas and in the enclosed area of the Exposition site, to ensure that transport facilities and traffic management can meet the emergency demand.

4.9 Urban Transport Facilities Related to Expo 2010 Shanghai China In terms of external transport links, we’ve undertaken four projects as follows. The first concerns the airports in Shanghai. A third runway will be constructed in Pudong International Airport, and Hongqiao International Airport is undergoing renovation. Once the overall project is completed, both airports will attain a huge thru-put capacity of 90 million person-times per year. The second project is an express rail system and large passenger rail hubs. The inter-city rapid transit system between Shanghai and Nanjing will be completed soon, and a rapid transit and passenger terminal network that links Shanghai with the rest of the country is also taking shape. The third project includes a Yangtze River tunnel in the north (linking Shanghai, Chongming Island and Jiangsu Province) and expressways linking Shanghai with various parts of Jiangsu Province. The expressway system will extend in three directions so that any other city in the Yangtze River Delta will be within three hours’ drive from Shanghai. The fourth is an international passenger port, or an international cruise terminal in Shanghai. As for internal transport in Shanghai, we’ve decided to give priority to public transport, and for this purpose we’ll construct a special carriageway system for public transport in the inner city of Shanghai. On the one hand, we will strengthen the construction of urban rapid transit rail system, expecting to complete a rail network with a combined length of 400 kilometers by the year 2010, including Metro Lines No. 4, No. 6, No. 7, and No. 8 that will run through or pass by the Expo Park. On the other hand, we will renovate and upgrade roads in the inner city so that the total length of freeways and main roads will reach 800 kilometers. In addition, we will also construct 15 cross-river routeways. Meanwhile, we will conduct further study and research according to the special needs of Expo 2010 in terms of transport, and try to draw up a comprehensive Expo 2010 transport arrangement. That will include a diversified and compound modern transport system capable of offering efficient, safe, convenient and comfortable transport services for visitors during the Expo. The transport system, as we anticipate, will become an embodiment of the theme of Expo 2010, and serve as a foundation for a successful, wonderful and memorable world exposition. As for transport between the Expo Village in Pudong and the two exhibition zones in Puxi, the Organizer will provide special buses and other vehicles to carry the pavilion 109

staff between the Expo Village and their working sites in the Expo Park free of charge to satisfy the relevant needs of all working staff during the Expo.

4.9.1 Airports Shanghai has two airports, namely the Hongqiao International Airport and the Pudong International Airport (Ref: 4-14). Convenient links will be provided between the airports and the Expo site via networks of expressways and urban trunk roads. According to the original Development Plan of Pudong International Airport, its passenger throughput will have reached 20 million person-times by 2005 and 60 million person-times by 2015 respectively. However, with the rapid economic development in the Yangtze River Delta and based on potential effects of Expo 2010 Shanghai China, the latest estimation has it that the passenger throughput at the Pudong International Airport will have reached 60 million person-times by 2010. As a result, the extension project of Pudong International Airport will get started ahead of schedule, and the upgrading project of the Hongqiao International Airport will also speed up to divert the air traffic in a reasonable manner.

4.9.2 Railways Currently, Shanghai has three passenger railway terminals with a total estimated throughput of 70 – 80 million person-times in 2010 (Ref: 4-14). Links are planned between the passenger railway terminals and the MRT network to enable visitors from outside Shanghai to reach the Expo site through the MRT system.

4.9.3 The Mass Transit System According to the plan, the city’s MRT network will be basically completed by 2010 when its traffic volume will increase from 1,100,000 person-times to 8,550,000 persontimes, a rise from to 12% to 45% of its share in the total public transport. The city’s MRT network will link two airports in the east and the west respectively, and two railway terminals in the north and the south respectively, initially forming a multi-mode system of urban transport.

4.9.4 Roads and Expressways Transport infrastructure construction will be accelerated to meet the requirements of Expo 2010 Shanghai China and the urban development of Shanghai, aiming to build an interconnected urban road network composed of expressways as its backbone, main trunk roads, secondary trunk roads and feeder roads. To connect itself with the road network in the Yangtze River Delta, the links between the two airports and the road network between Shanghai and the neighboring provinces of Zhejiang and Jiangsu will be reinforced. It is estimated that the expressway network of the city will have reached 700 kilometers by 2010. Cross-river projects and other projects will also be accelerated. The construction of other related infrastructure facilities will also be accelerated, including the middle-ring expressway, cross-river tunnels, other expressways, the city’s other roads, transport interchanges and P&R hubs. To link up with the expressway and highway networks between Shanghai and its surrounding areas, P&R hubs along the outer-ring expressway and the middle-ring expressway have been planned, so visitors coming from outside Shanghai in private cars 110

can take shuttle buses to the Exposition site (Ref: 4-12). The expressways and main trunk roads surrounding the Exposition site are well integrated with the city’s road networks. Visitors can reach various public transport interchanges and public activity centers easily. According to the preliminary plan, shuttle buses will be provided between the Exposition site and other activity centers, traffic terminals and hubs of the city.

4.10 Accommodation for Expo Staff a. Location and transport An Expo Village with a total land area of about 23 hectares and a total floor area of about 300,000 square meters will be built in the reach of the Bailianjing Rivulet in the Pudong Section to provide accommodation and other related services for Expo staff. Physically, the center of the Expo Village is about one kilometer from the center of Zone A, two kilometers from the center of Zone B, three kilometers from the center of Zone C in the Pudong Section, one kilometer from the center of Zone D in the Puxi Section across the Huangpu River, and two kilometers from the center of Zone E in the Puxi Section across the Huangpu River (Ref: 4-3). b. Types of accommodation and support facilities The Expo Village includes hotels, service apartments, standard apartments, and various support facilities such as those for daily life, conferences, leisure and entertainment, maintenance, and car parks. According to preliminary estimation, among the total floor area of Expo Village facilities, the hotel, the apartment and other support facilities will account for 10%, 80% and 10% respectively. The apartment breaks down into 2 basic types, namely, service apartment and standard apartment. The former accounts for 32% of the total floor area of apartment, while the latter 68%. The hotels in the Expo Village, with a rental of USD 200 – 250 per day, will provide services and amenities according to the specific hospitality service code. The service apartments, with a rental of USD 25 – 30 per month per sq.m., will be furnished and provide necessary equipment and amenities. The standard apartments, with a rental of USD 15 – 20 per month per sq.m., will be finished and simply decorated and provide necessary equipment and amenities. The support facilities include a fitness center, a mini-supermarket, a laundry and other livelihood facilities for the pavilion staff of participants. c. Service capacity Taking into account the change of accommodation demand during the Exposition, the Organizer has designed the Expo Village with a capacity to accommodate maximum 10,000 people at the same time.

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Meanwhile, appropriate accommodation facilities will also be provided to the east of the enclosed area in the Puxi Section for the use of pavilion staff of Expo 2010 according to the actual demand. d. Commercial facilities in radius of one-kilometer away from the Expo Village The area (in radius of one-kilometer away from the Expo Village) is surrounded by Nanpu Bridge, Dongfang Road and Pudong Road (South). Shopping facilities, restaurants and accommodation facilities are mainly located near Pusan Road and Linyi Road. This old residential quarter has been well developed with various commercial facilities. It takes about 15 minutes by foot from the Expo Village to the crossroad of Pusan Road and Linyi Road. The shopping facilities include mostly supermarkets, especially mini-supermarkets. In addition, there are also pharmacies, computer and furniture stores. A large supermarket located at Linyi Road near Longyang Road, is readily available to the pavilion staff in the Expo Village. Dining facilities, mostly restaurants, are concentrated along Pusan Road and Jiaonan Road. E. Distribution of hotels and service apartments in Shanghai There are about 57 luxury hotels in the city. Those in Puxi are typically surrounded by large exhibition and conference centers and located near rail transit stations. Those in Pudong are mostly located in Lujiazui and near Lujiazui Station and Dongchang Road Station of Metro Line 2. Service apartments in Shanghai are mainly located in several major juncture areas, such as the People’s Square, Xujiahui, Lujiazui and Zhongshan Park, and are surrounded by well-developed commercial and transport facilities.

4.11 Environmental Assessment and Relevant Measures A survey has been made regarding the geological conditions of the site and any possible seismic disaster. A comprehensive improvement of the environment of this area will be carried out according to the environmental impact assessment, so as to respond to the theme “Better City, Better Life”.

4.12 Construction Schedule 4.12.1 Preliminary Planning and Approval (2004 – 2005) Major work includes the following: In 2004, an international consultation of planning and design of the Exposition site was conducted and the revised version of the master plan was submitted to the Central Government for approval. In 2005, the regulatory plan of the Exposition site is to be completed, the transport plan and other utility plans will get started, and the feasibility study report on the Exposition projects is to be completed and submitted for approval.

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4.12.2 Enterprise and Resident Relocation, and Transportation Infrastructure Construction (2004 – 2007) Major work includes the following. In 2004, residents together with some of the large enterprises in the planning area will start to be relocated. The construction of the four metro lines to run through or past this area, namely Metro No.6, No.7, No. 9, and the extension of Metro Line 2, will be started, and the extension project of the Pudong International Airport and other related urban roads and highways will also begin. In 2006, the relocation of residents and enterprises will be basically completed, and the preparatory work for infrastructure construction in the Exposition site will get started. In 2007, the relocation of the residents and enterprises will be over, and the construction of infrastructure in the Exposition site will be completed.

4.12.3 Major Project Construction (2007 – 2009) Major work includes the following. From 2007 to 2008, the construction of major projects for the Exposition will start in full swing. In 2009, the major projects will be completed.

4.12.4 Schedule of Project Construction According to the planning and design of the Expo Park, and based on the main content and classification of construction projects, the Organizer has drawn up a general schedule for the construction of planned projects of Expo 2010 Shanghai China. The schedule has been worked out on the principle of “three ensures” as follows: The construction schedule must Ensure that all pavilions and support facilities meet the functional requirements during the Exposition, Ensure that the construction of Expo 2010 projects is reasonably arranged, well organized, and efficient, to ensure that the pavilions and support facilities are completed in time and can be put to use when required. The planning and construction of Expo 2010 projects will start in 2005 and end in 2009, which can be divided roughly into three phases. The first half of 2005 is the planning phase when the master planning and utility infrastructures planning of infrastructure will be worked out. The period from the second half of 2005 to 2007 is the design phase. Meanwhile, some key projects, such as the cross-river tunnels, the metro lines, the Community Center and the Performance Center will be started in the second half of 2005, while the construction of infrastructure facilities, support facilities and various pavilions will start in the second half of 2006. All the construction projects in the Expo Park will be generally completed in the second half of the year 2009. Construction projects in the Expo Park can be divided into three categories: infrastructure facilities, pavilions, and support facilities. a. Infrastructures Infrastructure facilities include metro lines, roads and related facilities, municipal 113

infrastructure facilities, environments and landscapes and townscapes. The construction of these facilities will be completed in 2009. b. Pavilions Except for pavilions to be designed and built by foreign participants, all pavilions will begin to be designed in the second half of 2005 and the design process will have been basically completed by the end of 2007. The construction work will start towards the end of 2006 and be finished in the first half of 2009. c. Support facilities Including the Community Center, the Performance Center and other service facilities, the support facilities will begin to be designed in the second half of 2005 and the design process will have been basically completed by the end of 2006. In the second half of 2006, the Community Center and the Performance Center will start construction, and the construction of all the other support facilities will start in 2007 and end in the second half of 2009.

4.12.5 Exhibit Arrangement and Trial Operation (the first half of 2010) Major work includes the following. Exhibits will be arranged in the first half of 2010 before the opening of the Exposition.

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Appendix: Preliminary Guidelines for Pavilions of Official Participants 1. Pavilion types Three types of pavilions to be grouped by the Continent each country belongs to are available for official participants: 





Type1: Pavilions designed and built by official participants; Type2: Stand-alone pavilion structures built by the Organizer and rented to participants; Type3: Joint Pavilions constructed by the Organizer offering covered spaces to developing nations.

All exhibition pavilions are temporary buildings.

2. Type1: Pavilions designed and built by official participants 2.1 Allocated Sites to Official Participants 



The allocated sites to official participants are open spaces provided free of charge. The sizes of the allocated sites are offered in units of 500 m2 land area, ranging from minimum 2 units or 1000 m2, to maximum 12 units or 6000 m2.

2.2 Pavilion-related design parameters 





Far-the ratio of the floor area to the site shall not exceed 1. If any participants hope that the restriction should be relaxed, the Organizer will go over this matter with relevant participants individually according to their pavilion design. The building height of stand-alone pavilions designed and built by official participants shall in principle be kept within 20 meters. Individual participants may decide the number of floors in their own stand-alone pavilions according to their actual needs. The building coverage rate – the rate of the ground floor area of a pavilion to the allocated site shall between 60% and 80%.

2.3 Documentations Upon handover of the site to the participants, the Organizer will supply free of charge the appropriate documentations, including: 



A map showing the location of roads, parking lots and green areas, and public utilities in relation to the building site will also be included. A topographical map and photograph of the allocated building site including specifications of the surface area, infrastructure, the boundary lines, surface elevations, and the site survey report as required.

2.4 Services

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The Organizer will provide the services of electricity, gas, water supply and drainage, and telecommunications to a certain location within the building site of the participants. 



The Organizer will make temporary electrical and water supply during construction available to participants at their own costs. The costs of connection, secondary mechanical/electrical distribution, equipment, exterior and interior decoration and consumption are the responsibility of the participant.

2.5 Re-use of pavilions All buildings are temporary, official participants are encouraged to design pavilions that may be re-used, either on the original exhibition site or at some other location.

2.6 Schedule 



Application for exhibition sites should be provided by 1st November 2007, or at least be 30 months prior to the Opening of the Exposition. Exhibition sites will be handed over to participants by 1st November 2007 and must be returned in their original condition to the Organizer by 1st May 2011, at the latest.

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2.7 Sample 1: Sample 1 shows a pavilion with a floor area of 2000 m 2 designed and built by participants on an allocated site with a land area of 2000 m2 (FAR is set at 1):

Staircase to the 2nd floor

Exhibitio n Site Boundary Line

Figure 1: Ground Floor Plan Sketch of Sample 1 (unit: mm) *Note: When FAR is set at 1, participants shall have 2 basic choices: 1) to design and build a single-story pavilion with its footprint occupying the same size of the allocated site; 2) to design and build a multistory pavilion, leaving some part of the allocated site as outdoor open space. Sample 1 interprets the 2nd choice. Figure 1 only shows the ground (first) floor layout of a 2000 m2 multistory pavilion built on a 2000 m2 site.

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Information regarding estimated construction costs of Sample 1 according to the local cost in 2005 will be shown in Table 4-1: Table 4-1: Estimated Construction Costs of Sample 1 Floor Area

Outline Budget

Cost Index

m2

1,000 RMB

RMB/m2

2,000

3,200

1,600

Steel structures, partially concrete structures

Secondary Structures

2,000

400

200

Partition walls, doors and windows

Exterior facade

2,000

2,400

1,200

Partially curtain walls and roof systems

Air conditioning interface

2,000

60

30

Interface of chilled water

Electricity

2,000

200

100

Water supply and drainage systems

2,000

60

30

Water supply and drainage systems

Fire services

2,000

440

220

Fire services and alarming systems

2,000

676

338

Calculation based on 10% of the above construction and installation expenses

7,436

3,718

Pavilion with a floor area of 2,000 m2

Installation

Construction

Structures

Design and project management Total

Description

Electricity interface and basic lighting

Information regarding estimated exhibition and operation costs of Sample 1 will be shown in Table 4-2: Table 4-2: Estimated Exhibition and Operation Costs of Sample 1 Pavilion with a floor area of 2,000 m2

Floor Area m

2

Outline Budget 1,000 RMB

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Cost Index Description RMB/m

2

Unit

2,000

1,650

825

RMB/ m

Calculation based on 10% of the below decoration and exhibition expenses

Interior decoration

2,000

1,400

700

RMB/ m2

Floor, ceiling, indoor office decoration

Air conditionin g and ventilation systems

2,000

900

450

RMB/ m2

Air conditioning unit, air duct, ventilation facilities and other components

Water supply and drainage systems

2,000

200

100

RMB/ m2

Water supply, drainage systems, sanitary fittings, gas facilities, etc.

Electricity and internet telecom systems

2,000

1,000

500

RMB/ m2

Power facilities, lighting, telecommunication and internet, etc.

RMB/ m2

Multi-media information systems (including 32 monitors and computers), lighting control systems, audio systems (including 16 speakers and main computers), video and control systems (including 2 television sets and 2 projections)

Interior decoration and exhibition Design

Basic interior decoration and installation

2

Pre-show space

Exhibition item

Exhibition space

Exhibition equipment & hardware (including shipment & Installation)

3,000

1,500

2,000 7,600

3,800

RMB/ m2

Main theater

Lighting control systems, audio systems, video and control systems (including 16 television sets, 2 projections and 2 LED screen systems)

2,400

1,200

RMB/ m2

Theater lighting, lighting control systems, audio systems (digital sound systems) and video systems (including High resolution projection)

Exhibition software

2,000

1,600

800

RMB/ m2

Movie making, software programming

Office's furniture and equipment

2,000

240

120

RMB/ m2

Chairs, partitions and other furniture

Dismantling

2,000

200

100

RMB/ m2

Recovering the original situation

20,190

10,095

RMB/ m2

Subtotal

119

Operation cost

Managerial and technical staff

15 persons

4,050

45,000

RMB/ month/ person

Including salary(20,000 RMB/month/person) ,accommodation(20, 000RMB/month/pers on), food and transportation expenses(5,000RM B/month/person) etc. Total expense:45,000 RMB/month/person* 6 months. Two shifts. Salary（5,000 RMB/month/ person*6 months）.Two shifts. Salary（24,000RMB /month/person*6 months）.Two shifts.

.Secretaries

4 persons

120

5,000

RMB/ month/ person

Interpreters

4 persons

576

24,000

RMB/ month/ person

Security and cleaning

2,000

3,600

10

RMB/ m2 /day

Other administration expenses

1

3,000

300,000

10 RMB/ m2 /day

RMB/ item

Expenses of water supply, electricity, gas, telecommunication and cleaning, etc.（500,000 RMB/month*6 months）

Publicity & record

1

1,500

1,500,000

RMB/ item

Visitor promotion & publicity expenses, photography expenses, newsletter production expenses

Maintenance

1

1,200

1,200,000

RMB/ item

Varied maintenance

Life insurance

1

100

100,000

RMB/ item

Insurance to cover the staff's lives

Fire insurance

1

Property insurance

1

Insurance

Subtotal Total

Including in the property insurance

100

100,000

14,246

7,123

34,436

120

RMB/ item

Insurance to cover structure, facilities or equipment installed

2.8 Sample 2: Sample 2 shows the layout of the pavilion with a floor area of 6000 m2 designed and built by participants on an allocated site with a land area of 6000 m2 (FAR is set at 1):

Staircase to the 2nd floor

Exhibitio n Site Boundar y Line

Figure 2: Ground Floor Plan Sketch of Sample 2 (unit: mm) *Note: When FAR is set at 1, participants shall have 2 basic choices: 1) to design and build a single-story pavilion with its footprint occupying the same size of the allocated site; 2) to design and build a multistory pavilion leaving some part of the allocated site as outdoor open space. Sample 2 interprets the 2nd choice. Figure 1 only shows the ground (first) floor layout of a 6000 m2 multistory pavilion built on a 6000 m2 site.

121

Information regarding estimated construction costs of Sample 2 according to the local in 2005 will be shown in Table 4-3: Table 4-3: Estimated Construction Costs of Sample 2

Installation

Construction

Pavilion with a floor area of 6,000 m2

Floor Area m

Outline Budget

2

Cost Index

1,000 RMB

RMB/m

Description

2

Steel structures, partially concrete structures

Structures

6,000

9,000

1,500

Secondary Structures

6,000

1,200

200

Exterior facade

6,000

7,200

1,200

Partially curtain wall and roof systems

Air conditioning interface

6,000

180

30

Interface of chilled water

Electricity

6,000

600

100

Electricity interface and basic lighting

Water supply and drainage systems

6,000

180

30

Water supply and drainage systems

Fire services

6,000

1,320

220

Fire services and alarming systems

1,968

328

Calculation based on 10% of the above construction and installation expenses

21,648

3,608

Design and project management

6,000

Total

Partition walls, doors and windows

Information regarding estimated exhibition and operation costs of Sample 2 will be shown in Table 4-4: Table 4-4: Estimated Exhibition and Operation Costs of Sample 2 Pavilion with a floor area of 6,000 m2

Floor Area

Outline Budget

m2

1,000 RMB

122

Cost Index Description RMB/m2

Unit

6,000

5,070

846

RMB/ m

Calculation based on 10% of the below decoration and exhibition expenses

Interior decoration

6,000

3,000

500

RMB/ m2

Floor, ceiling, indoor office decoration

Air conditioning and ventilation systems

6,000

2,400

400

RMB/ m2

Air conditioning unit, air duct, ventilation facilities and other components

Water supply and drainage systems

6,000

480

80

RMB/ m2

Water supply, drainage systems, sanitary fittings, gas facilities, etc.

Interior decoration and exhibition Design

Basic interior decoration and installation

Electricity and internet telecom systems

6,000

2,880

480

2

RMB/ m

Power facilities, lighting, telecommunication and internet, etc.

RMB/ m2

Multi-media information systems (including 32 monitors and computers), lighting control systems, audio systems (including 24 speakers and main computers), video and control systems (including 4 television sets and 2 projections)

2

Pre-show space

Exhibition space

Exhibition item

7,200

Exhibition equipment & hardware (including shipment & Installation)

1,200

6,000 22,800

3,800

RMB/ m2

Main theater

Lighting control systems, audio systems, video and control systems (including 16 television sets, 2 projections and 4 LED screen systems)

12,000

2,000

RMB/ m2

Theater lighting, lighting control systems, audio systems (digital sound systems) and video systems (including High resolution projection)

Exhibition software

6,000

2,400

400

RMB/ m2

Movie making, software programming

Office's furniture and equipments

6,000

600

100

RMB/ m2

Chairs, partitions and other furniture

Dismantling

6,000

600

100

RMB/ m2

Recovering the original situation

59,436

9,906

RMB/ m2

Subtotal

123

Operation cost

RMB/ month/ person

Including salary(20,000 RMB/month/person) ,accommodation(20, 000 RMB/month/person) ,food and transportation expenses(5,000RM B/month/person) etc. Total expense:45.000 RMB/month/person* 6 months. Two shifts.

Managerial and technical staffs

50 persons

13,500

45,000

.Secretaries

5 persons

150

5,000

RMB/ month/ person

Salary（5,000RMB/ month/person*6mon ths）.Two shifts.

Interpreters

5 persons

720

24,000

RMB/ month/ person

Salary（24,000RMB /month/person*6mo nths）.Two shifts.

Security and cleaning

6,000

10,800

10

RMB/ m2 /day

Other administration expenses

1

8,400

8,400,000

10 RMB/ m2 /day

RMB/ item

Expenses of water supply, electricity, gas, telecommunication and cleaning, etc.（1,400,000 RMB/month*6 months）

Publicity & record

1

4,000

4,000,000

RMB/ item

Visitor promotion & publicity expenses, photography expenses, newsletter production expenses

Maintenance

1

3,000

3,000,000

RMB/ item

Varied maintenance

Life insurance

1

200

200,000

RMB/ item

Insurance to cover the staff's lives

Fire insurance

1

Property insurance

1

Insurance

Subtotal

200 40,970

Total

Including in the property insurance

-

95,606

124

200,000

RMB/ item

Insurance to cover structure, facilities or equipment installed

3. Type 2: Stand-alone pavilion structures built by the Organizer and rented to participants 3.1 Pavilion Description 





The pavilion structures shall be built by the Organizer and rented to official participants who may not wish to build their own pavilions. The tand-alone pavilion structures shall be offered to participants in 3 sizes, namely: 1 unit or 500 m2, 2 units or 1,000 m2 and 4 units or 2,000 m2. Outdoor space equal to about 8% of the floor area will be provided free of charge together with the rented structures.

3.2 Rentals Rental breakdowns are shown as follows, 





In case of leasing the stand-alone pavilion structures with an area of 500 m2 / 1,000 m2 , the participants will need to pay a rental of 4,100RMB/ m2 ; In case of leasing the stand-alone pavilion structure with an area of 2,000 m 2, the participants will need to pay a rental of 3,900 RMB/ m2 ; BIE member countries will be entitled to a discount of 15% on rental costs.

3.3 Documentation Upon handover of the site to the participants, the Organizer will supply free of charge the appropriate documentation, including: 





A map showing the location of pavilion structure in relation to roads, parking lots, green areas, and public utilities will also be included. A map showing the site boundary lines and surface elevations. A topographical map and photograph of the pavilion structure including building blueprints, specifications of the surface area and infrastructure locations.

3.4 Services 



The Organizer will provide the services of electricity; gas; water supply and drainage; and telecommunications to a certain location within the pavilion structure. The Organizer will make temporary electrical and water supply during construction available to participants at their own costs.

3.5 Building improvements 

The costs of exterior and interior decoration, secondary distribution, equipment

and consumption are the responsibility of the participants. 

All improvements and alterations to the rented pavilion structures will be the responsibility of the participants.

3.6 Schedule 125





Application for rented pavilion structures should be provided by 1st November 2007, or at least 30 months prior to the Opening of the Exposition. The rented pavilion structures will be handed over to the participants by 1 st May, 2009 and must be returned in their original condition to the Organizer by 31st December 2010.

3.7 Sample 3: Sample 3 shows a pavilion with a floor area of 500 m2 built by the Organizer and rented to official participants:

Figure 3: Ground Floor Plan Sketch of Sample 3 (unit: mm)

126

Information regarding estimated exhibition and operation costs of Sample 3 will be shown in Table 4-5: Table 4-5: Estimated Exhibition and Operation Costs of Sample 3 Pavilion with a floor area of 500 m2

Floor Area m

2

Outline Budget 1000 RMB

127

Cost Index RMB/m

2

Unit

Description

Interior decoration and exhibition Design

Interior decoration Air conditioning and ventilation systems Basic interior decoration and installation

Water supply and drainage systems Electricity and internet telecom systems

500

460

920

RMB/ m2

Calculation based on 10% of the below decoration and exhibition expenses

500

400

800

RMB/ m2

Floor, ceiling, indoor office decoration

RMB/ m2

Air conditioning unit, air duct, ventilation facilities and other components

130

RMB/ m2

Water supply, drainage systems, sanitary fittings, gas facilities, etc.

430

2

RMB/ m

Power facilities, lighting, telecommunicatio n and internet, etc.

RMB/ m2

Multi-media information systems (including 18 monitors and computers), lighting control systems, audio systems (including 8 speakers and main computers), video and control systems (including 2 television sets and 1 projections)

RMB/ m2

Lighting control systems, audio systems, video and control systems (including 8 television sets, 2 projections)

500

500

500

220

65

215

440

Pre-show space

Exhibition item

Exhibition space 1,400

Exhibition equipment & hardware (including shipment & Installation)

2,800

500

900

1,800

Main theater

Exhibition software

500

1,400

2,800

RMB/ m2

Theater lighting, lighting control systems, audio systems (digital sound systems) and video systems (including High resolution projection)

400

8,00

RMB/ m2

Movie making, software programming

130

RMB/ m2

65

Office's 500

128

Chairs, partitions

Operation cost

Managerial and technical staffs

8 persons

2,160

45,000

RMB/ month/ person

Including salary(20,000 RMB/month/pers on),accommodati on(20,000 RMB/month/pers on),food and transportation expenses(5,000 RMB/month/pers on) etc. Total expense:45,000 RMB/month/pers on*6 months. Two shifts.

.Secretaries

2 persons

60

5,000

RMB/ month/ person

Salary（5,000RM B/month/person* 6 months）.Two shifts.

Interpreters

2 persons

288

24,000

RMB/ month/ person

Salary（24,000R MB/month/person *6 months）.Two shifts.

Security and cleaning

500

900

10

RMB/ m2 /day

10 RMB/ m2 /day

RMB/ item

Expenses of water supply, electricity, gas, telecommunicatio n and cleaning etc.（100,000 RMB/month*6 months）

Other administration expenses

1

600

600,000

Publicity & record

1

400

400000

RMB/ item

Visitor promotion & publicity expenses, photography expenses, newsletter production expenses

Maintenance

1

240

240000

RMB/ item

Varies maintenance

Life insurance

1

20

20000

RMB/ item

Insurance to cover the staff's lives

Fire insurance

1

Insurance

Property insurance

Subtotal

1

20

4,688 Total

10,263

129

-

Including in the property insurance

20000

Insurance to cover structure, facilities or equipment installed

RMB/ item

3.8 Sample 4: Sample 4 shows a pavilion with a floor area of 1,000 m2 built by the Organizer and rented to official participants:

Figure 4: Ground Floor Plan Sketch of Sample 4 (unit: mm)

130

Information regarding estimated exhibition and operation costs of Sample 4 will be shown in Table4-6: Table 4-6: Estimated Exhibition and Operation Costs of Sample 4 Pavilion with a floor area of 1,000m2

Floor Area m

2

Outline Budget 1,000 RMB

131

Cost Index Description RMB/m

2

Unit

Interior decoration and exhibition Design

Basic interior decoration and installation

2

Calculation based on 10% of the below decoration and exhibition expenses

1,000

862

862

RMB/ m

Interior decoration

1,000

800

800

RMB/ m2

Floor, ceiling, indoor office decoration

Air conditioning and ventilation systems

1,000

430

430

RMB/ m2

Air conditioning unit, air duct, ventilation facilities and other components

Water supply and drainage systems

1,000

120

120

RMB/ m2

Water supply, drainage systems, sanitary fittings, gas facilities, etc.

420

2

Electricity and internet telecom systems

1,000

420

RMB/ m

Information space

Exhibition item

Exhibition space

Exhibition equipment & hardware (including shipment & Installation)

1,950

1,950

RMB/ m2

Multi-media information systems (including 32 monitors and computers), lighting control systems, audio systems (including 12 speakers and main computers), video and control systems (including 2 television sets and 2 projections)

RMB/ m2

Lighting control systems, audio systems, video and control systems (including 16 television sets, 2 projections 2 LED screen systems)

1,000 3,900

3,900

Power facilities, lighting, telecommunication and internet, etc.

Main theater

1,000

1,000

RMB/ m2

Theater lighting, lighting control systems, audio systems (digital sound systems) and video systems (including High resolution projection)

Exhibition software

1,000

800

800

RMB/ m2

Movie making, software programming

Office's furniture and equipment

1,000

120

120

RMB/ m2

Chairs, partitions and other furniture

Dismounting

1,000

100

100

RMB/ m2

Recovering the original situation

10,502

10,502

Subtotal

132

Operation cost

RMB/ month/ person

Including salary(20,000 RMB/month/person) 、accommodation(2, 0000RMB/month/pe rson)、food and transportation expenses(5,000 RMB/month/person) etc. Total expense:45,000 RMB/month/person* 6 months. Two shifts.

Managerial and technical staffs

12 persons

3,240

45,000

Secretaries

3 persons

90

5,000

RMB/ month/ person

Salary（5,000 RMB/month/person* 6 months）.Two shifts.

Interpreters

3 persons

432

24,000

RMB/ month/ person

Salary（24,000 RMB/month/person* 6 months）.Two shifts.

Security and cleaning

1,000

1,800

10

RMB/ m2 /day

Other administration expenses

1

1,500

1,500,000

10 RMB/ m2 /day

RMB/ item

Expenses of water supply, electricity, gas, telecommunication and cleaning etc.（250,000 RMB/month*6 months）

Publicity & record

1

800

800,000

RMB/ item

Visitor promotion & publicity expenses, photography expenses, newsletter production expenses

Maintenance

1

600

600,000

RMB/ item

Varied maintenance

Life insurance

1

5

50,000

RMB/ item

Insurance to cover the staff's lives

Fire insurance

1

Property insurance

1

Insurance

Subtotal

50 8,562

Total

Including in the property insurance

-

19,064

133

520,000

RMB/ item

Insurance to cover structure, facilities or equipment installed

4. Type 3: Joint Pavilions constructed by the Organizer offering covered space to developing countries 4.1 Special Offer for Developing Countries 

Covered exhibition space within joint pavilions is provided by the Organizer and available only to developing countries.

4.2 Exhibition Space 







Each exhibition unit covers 324 m2. In principle, only one exhibition unit of 324 m2 will be offered free of charge to each developing country. Each participant may get a maximum 2 exhibition units of 324 m2 free of charge, if there is sufficient justification. The Organizer will consider, case by case, the participant’s request to get the second exhibition unit on a needed basis. The Organizer will take into full consideration the participant’s exhibition plan as well as the actual condition of exhibition space utilization, and reserve the right to make the final decision on each request. Limited outdoor space may be available depending on site conditions.

4.3 Application Date Application for covered exhibition space should be submitted by 1 st November, 2007 , or 30 months prior to the Opening of the Exposition. Exhibition space within joint pavilions will be available to participants before 1 st November, 2009, and must be returned in its original condition by 30th November 2010.

4.4 Documentation Upon handover of the site to the participants, the Organizer will supply free of charge the appropriate documentation, including: 



A topographical map and photograph of the joint pavilion structure including relevant building blueprints, specifications of the exhibition surface area, infrastructure, the boundary lines and surface elevations. A map showing the location of roads, parking lots and green areas, and public utilities in relation to the building site will also be included.

4.5 Services 



The Organizer will provide the services of electricity gas water inlets and outlets and telecommunications to the joint pavilion, and will provide the necessary secondary distribution to the exhibition spaces within the building. The costs of equipment and consumption are the responsibility of the participants.

4.6 Exhibition Space Improvements All improvements and alterations to the existing exhibition space will be the 134

responsibility of the participants. Thus, developing countries will receive assistance which allows them to carry out this type of work. Please refer to part 5.5 for relevant information in this regard.

135

4.7 Sample 5: Sample 5 shows a standard unit exhibition space (324 m 2) inside a Joint Pavilion constructed by the Organizer and rented to a developing country:

Exhibition Space

Figure 5: Ground Floor Plan Sketch of Sample 5 (unit: mm)

136

Information regarding estimated exhibition and operation costs of Sample 5 will be shown in Table 4-7: Table 4-7: Estimated Exhibition and Operation Costs of Sample 5 Pavilion with a floor area of 324m2

Floor Area 2

m

Outline Budget 1,000 RMB

137

Cost Index Description RMB/m

2

Unit

Interior decoration and exhibition Design

Interior decoration Basic interior decoration and installation

Electricity and internet telecom systems

324

217.04

671

RMB/ m2

Calculation based on 10% of the below decoration and exhibition expenses

324

210.60

650

RMB/ m2

indoor decoration

260

2

lighting, telecommunicatio n and internet, etc.

RMB/ m2

lighting control systems, audio systems (including 4 speakers and main computers), video and control systems (including 2 television sets and 1 projections)

RMB/ m2

Lighting control systems, audio systems, video and control systems (including 4 television sets, 1 projections)

324

84.20

RMB/ m

Information space

Exhibition space 648

324 518.40

1,600

Multi-media center

Exhibition item

Exhibition equipment & hardware (including shipment & installation)

2,000

712.80

2,200

RMB/ m2

lighting control systems, audio systems (digital sound systems) and video systems (including High resolution projection)

Exhibition software

324

259.20

800

RMB/ m2

Movie making, software programming

Office's furniture and equipment

324

32.40

100

RMB/ m2

Chairs, partitions and other furniture

Dismantling

324

16.20

50

RMB/ m2

Recovering the original situation

2,699.20

8,331

RMB/ m2

Subtotal

2160

Managerial and technical staffs

8 persons

45,000

138

RMB/ month/ person

Including salary(20,000 RMB/month/pers on), accommodation( 2,0000RMB/mont h/person),food and transportation expenses(5,000 RMB/month/pers

Interpreters

1 persons

Operation cost

Other administration expenses

144

1

240

24,000

240,000

RMB/ month/ person

Salary（24,000 RMB/month/pers on*6 months）.Two shifts.

RMB/ item

Expenses of water supply, electricity, gas, telecommunicatio n and cleaning etc.（40,000 RMB/month*6 months）

Publicity & record

1

200

200,000

RMB/ item

Visitor promotion & publicity expenses, photography expenses, newsletter production expenses

Maintenance

1

120

120,000

RMB/ item

Varies maintenance

Life insurance

1

10

10,000

RMB/ item

Insurance to cover the staff's lives

Fire insurance

1

Insurance

Property insurance

1

10

Subtotal Total

-

Including in the property insurance

10,000

Insurance to cover structure, facilities or equipment installed

2,944 5,643.20

5. Construction Schedule and Exhibition Plan

139

RMB/ item

Ref 4-1: Location of the Exposition Site

140

Ref 4-2: Aero-photograph of the Exposition Site and Its Surrounding Areas

141

Ref 4-3: Diagram of the Site Plan

142

Ref 4-4: Expo Site Framework Map

143

Ref 4-5: Diagram of Pavilions Layout

144

Ref 4-6: Diagram of Support Facilities Layout

145

Ref 4-7: Road System Plan

146

Ref 4-8: Internal Circulation Plan

147

Ref 4-9: Rail Transport Plan

148

Ref 4-10: Diagram of Transport Facilities

149

Ref 4-11: Diagram of Adjacent Public Transport Hubs and Parking Facilities

150

Ref 4-12: Entrance Plazas Layout Plan

151

Ref 4-13: Landscape Framework Plan

152

Ref 4-14: Expo-related Urban Transport Infrastructures

153

5. Financial Program 5.1 Overview The total investment of Expo 2010 is in three main parts: resident relocation, major construction projects and operation investment. The resident relocation investment will be organized by other financial instruments of Shanghai Municipal Government. Major construction projects investment is expected to reach RMB 18 billion, and operation expenditure will reach RMB 10.68 billion, which will be provided by the government and supplemented by other financial channels. To ensure the success of Expo 2010, the Chinese Government has pledged to provide financial support and will serve as the final guarantor for Expo 2010. The preferential policies of Shanghai Municipal Government regarding Expo-related taxation and customs clearance have been submitted for state approval that will be formally granted by relevant state authorities.

5.2 Composition of Expenditure on Major Construction Projects and Funding Sources 5.2.1 Expenditure Composition for Major Construction Projects The expenditure on major construction projects is estimated to reach RMB 18 billion, including the expenditure of the infrastructures, the building up of the Theme Pavilions, China Pavilion, Pavilions for International Organizations, Corporate Pavilions, and major support facilities such as Community Center, Performance Center, Expo Village, and parking lots. The expenditure of providing other service facilities is also included, which is related to entertainment and recreation, food and beverage, shopping and administration.

5.2.2 Funding Sources Among the major financing sources for Expo 2010, the Chinese Government will appropriate a fund of RMB 7.15 billion as the direct investment, accounting for a ratio of 40%, issuing Expo 2010 bonds worth RMB 8 billion approved by China Central Government, accounting for about 44% of the total investment. The rest RMB 2.85 billion will be financed by other means such as participants self investments, bank loans and project legal person investment.

154

Table 5-1: Balance Sheet for Major Expo Projects Construction Unit: RMB million Item

Amount

Major Projects Construction

18,000

1.Project construction

15,000

A. Pavilion construction (including Theme Pavilions and China Pavilion)

7,000

B. Infrastructural investment

4,700

C. Landscaping project

1,700

D. Underground project

1,600

2.Others

900

3.Unpredicted expenditure

900

4.Interest

1,200

Funds source

Amount 18,000

Government investment

7,150

Expo bonds

8,000

Other financial instruments

2,850

5.3 Composition of Operation Expenditures The estimated operation expenditures will reach RMB 10.68 billion, covering site maintenance (property management, water supply, electricity), major events (opening and closing ceremonies, national days and conferences), domestic and international communication and promotion, marketing, protocol cost for VIP, security, administration, insurance and other special items.

5.4 Composition of Operation Revenues The operation revenues of Expo 2010 are estimated at RMB 9.61 billion, including ticket sales, sponsorship, concessionary operation, rentals for both commercial site leasing and pavilion leasing, royalty of the turnover derived from the commercial activities of the Participants within their pavilions. The Organizer will do its best to keep a balance between revenues and expenditures, the total operation revenues will be minus RMB1,070 million. Table 5-2: Balance Sheet of Operation of Expo 2010 Unit: RMB million

155

Operation expenditures

Operation Revenues

1. Maintenance expenses 2. Major events 3. Communication & promotion 3.1 domestic 3.2 international 4. Security 5. Administration 6. Insurance 7. Protocol Cost for VIP 8. Gate Money Total Expenditure: 1. Ticket sales 2. Sponsorship 3. Concessionary 4. Rentals 4.1 Commercial site leasing 4.2 Pavilion leasing 5. Royalty within pavilions Total Revenue：

Profit & Loss

1,600 2,000 2,170 1,580 590 1,950 1,740 400 700 120 1,0680 6,000 2,900 150 440 220 220 120 9,610 -1,070

5.5 Assistance To honor the commitments of the Chinese Government in the bid, special Expo financial and technical assistance of USD 100 million will be provided to encourage the participation of more developing countries. The special assistance for qualified countries will mainly or partially cover: (1) Consultancy expenditure for the composition of the Exhibition Project; (2) Expenses for the design, decoration and dismantling of the pavilion; (3) Maintenance expenditures of pavilion operation (such as cleaning, security, electricity, water supply and renting costs of equipments); (4) Allowance for customs clearance, exhibit transport, storage, and insurance; (5) Costs for participation in Expo-related events, like national days and other activities during the Exposition; (6) Cost for promotion, communication and public relationship in China; (7) Participation cost for VIP and his/her spouse to events during the Expo; (8) Participation cost for journalists to events during the Expo; (9) Costs for training to the Participant’s staff; (10) Personnel expenditure for the preparation and participation of the Expo (including the costs for the local staff).

156

5.6 Government Support The Chinese government will follow relevant articles in the Convention and its Customs Annex and deliver its promises made during the bidding stage in term of offering special treatment to the Organizer, the BIE, official participants and foreign staff in the payment of tariff, commercial and industrial taxes and other types of taxes payable by foreigners visiting or staying in China. Specific measures and favorable policies of the Chinese government concerning Customs and Taxation will be further stipulated in Special Regulation No.7 and relative Participation Guidelines.

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6. Domestic and International Communication & Promotion Plan 6.1 Introduction 6.1.1 Shanghai Expo, a Super Communication Event World Exhibitions Since the Great Exhibition of Industries of All Nations in London in 1851, nations and peoples around the world have showcased the genius of humankind and human endeavor through diplomacy, culture, science, business and technology. World Expositions have become a focal point for bringing together governments and peoples to celebrate the common aspirations of human beings and point the way to a more hopeful tomorrow. Over the past quarter of the century, globalization has been the world’s most dominant and significant trend. Today, more than any previous period in world history, ideas, commerce, people and technology cross borders, creating vital relationships and endless dialogue and cooperation. Globalization represents more than opportunities to expand trade and commerce; it enables leaders and citizens alike to play a greater role in discussing and seeking solutions to shared problems and challenges. While there exist many opportunities for world leaders, personalities and populations to interact today – from sports and cultural events to political summits and business conferences – world expositions remain a truly significant, special and privileged point of contact between nations and cultures. They are unique human experiences, milestones to measure civilization today and offer a vision to where it is heading tomorrow. 2010 World Exposition Shanghai China The Chinese Government will carry on the 154 years’ inheritage of Expositions and demonstrate achievements of human civilization by hosting this Expo. Recapturing the special significance of the world exposition and making Shanghai a success will depend on Expo Organizers developing and implementing a comprehensive, multi-year and highly-integrated global and domestic communications, marketing and promotion strategy. Expo 2010 is the first world exposition that will be hosted by a developing country. Globalization has been exerting influence upon China in ways large and small. As the world’s most populous nation, it has emerged over the past two decades as a leading global player in every area of human endeavor, from politics, diplomacy and security, to science and technology, to business and culture. Interaction between China and the rest of the world has accelerated dramatically in recent years through increased exchange in trade, investment and tourism. Meanwhile, China has become a more open and welcoming society and culture, whose leadership and citizenry increasingly recognize that this interaction contributes to global harmony and alleviates common global problems and challenges.Expo 2010 represents a unique opportunity for Shanghai, and for the Chinese people to build a powerful and enduring bridge of understanding between China and peoples of all other countries. 158

Shanghai As China’s largest city, Shanghai is a melting pot of traditional and modern cultures and of eastern and western civilizations. Few cities in the world are experiencing so dramatic a transformation. It is a city of immigrants where people of different races and colors from other parts of the world live in harmony. The business dynamism and cultural diversity, combined with the talent and energy of its 16 million citizens, makes Shanghai an ideal setting for Expo 2010, one in full accord with the ideals of world expositions: “understanding, friendly gathering, communications and cooperation.” The theme of Expo 2010 “Better City, Better Life” takes place at a time of increasing global urbanization. As one of the world’s largest and fastest growing cities, Shanghai is an appropriate location for a World Exposition that showcases the challenges and opportunities of life, work and culture in the world’s urban areas. Finally, the success of Expo 2010 is dependent on how the Organizer creates a multi-cultural and multi-sensory experience that will give participants and visitors alike a sense of wonder, excitement and optimism. Expo 2010 must be both an accurate reflection of the global community at the end of the first decade of the 21 st century, as well as a precursor of trends and hopes for the future.

6.1.2 General Communication Challenges and Factor Analysis a. Political factors In the five years leading up to Expo 2010, the Organizer will conduct a comprehensive analysis of the global macro-political environment and state of international relations. Under the guidance of BIE and with the support of other BIE member countries, the Organizer will also raise global public awareness of and enhance interest and participation in Expo 2010. At the same time, the Organizer will work to reduce the interference of political factors on the success of the Expo. Pursuant to the Convention and other BIE regulations, both BIE and all its member countries will work together to promote a harmonious international environment for a successful Expo 2010. b. Economic factors Economic globalization is changing the geopolitics and the trends of world economy. China is emerging as one of the world’s largest and most important economic actors, with consistently high annual GDP growth, an increasingly skilled labor force, sound macro-economic policies and active participation in international trade and crossborder investment. China’s rapid development will encourage other countries, global corporations, NGOs and other participants to adopt a more positive and active attitude toward Expo 2010. Based on relevant international and domestic economic studies, the Organizer will conduct a detailed analysis of the stability and sustainability of China’s economy in next five years. In doing so, the Organizer will be able to incorporate timely economic factors into the communications plan and provide pertinent information to all BIE member countries and potential participating countries. c. Cultural and social factors 159

Culture is a core factor of World Expositions. Any such gathering of global citizens is an opportunity to showcase cultural diversity, encourage dialogue and interaction and increase multilateral understanding. Cultural and social factors will be taken into full consideration in the communications and promotion plan for Expo 2010. The display of various cultures from different countries and their innovation will be encouraged during the Exposition. As the first registered World Exposition to be hosted by a developing country, Expo 2010 will be expected to attract many countries, to project their images and demonstrate their identities on an international platform. Expo 2010 will become a unique occasion for the communications and exchange of different cultures from all over the world. d. Science and technology factors Expo 2010 provides a window to the world and opens the door to knowledge and understanding of global challenges and solutions. Every successful World Exposition pushes human achievements to a new height and leaves a permanent imprint on the history of humankind. Expo 2010 provides a platform for all participating countries to demonstrate their latest achievements and innovations in science and technology, thus serving as a real-life encyclopedia of development and civilization. The latest developments in science and technology as well as their applications will play a key role in the communications and promotion of Expo 2010. The Organizer will pay close attention to major breakthroughs in science and technology and their impact on industries and economies over the coming five years. Undoubtedly, Expo 2010 will introduce to the world advances in science and technology in the future. The content and methods of exhibition will be designed in light of the latest advances in science and technology.

6.1.3 An Integrated Approach: Communication and Promotion No single means of communications can sufficiently achieve the goal of a successful Expo. Every means of modern global communication – diplomacy, television, the Internet, advertising, sponsorships, media relations, brand building and special events – should all be utilized skillfully to reach the world and Chinese domestic audiences. In recognizing that an effective communication campaign is in itself a promotional campaign and vice versa, the Organizer will invest in campaigns of direct outreach integrating elements of both communications and promotion. While goals of the communication and promotion campaigns are interdependent and interrelated, their target audience is different and hence their objectives are different. Communication: refers to the communication campaign in attracting 200 countries, international organizations and Chinese provinces, municipalities and autonomous regions to participate in the Expo 2010. Other objectives are to: 

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Reposition World Expositions and the BIE (International Exhibitions Bureau) in a global perspective; Construct a strong Expo image that could be used in a coherent manner for all Expo related communications; Establish a mechanism framework between the BIE, the Organizer and

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participating countries; 

Foster global dialogues on the theme and sub-themes of the Expo 2010.

Promotion: refers to the Promotion Campaign in attracting a total of 70 million visitors to the Expo, of which 95% are domestic visitors and securing USD 1.296 billion in total revenue for the Expo 2010 through combined ticket sales, corporate sponsorship, sales of licensed products and commercial property leasing. Other objectives are to: 

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Develop awareness of Expo 2010 in China, participating countries, BIE members countries and other countries; Implement series of promotional activities that will expand the exposure and influence of the Expo.

In sum, the combined Communication and Promotion Campaigns should seek to provide succinct and timely information that will raise awareness and encourage participation from governments, companies and multilateral organizations. At the same time, it will generate enthusiasm in and participation from citizens of all colors, races and regions.

6.1.4 Relationship between Communication and Promotion Campaigns Communication Campaign and Promotion Campaign are interrelated as the effectiveness of one directly impacts that of the other. Given the difference in targeted audiences, the time of execution is different for these two campaigns. Most of the Communication Campaign will be launched in the early stage of the preparation for Expo 2010 as the Organizer approaches governments, private corporations and international organizations. Meanwhile, the majority of the Promotion Campaign will be executed in the later stage as the Organizer works to attract visitors. The success of the Communication Campaign, hence, will serve as a foundation for the success of the Promotion Campaign. For example, in having organized a successful Communication Campaign in a particular country where the government has pledged to participate in Expo 2010, the citizens of that country will be more easily enticed to come to Expo 2010. Similarly, an effective Communication Campaign that successfully gained widespread media coverage for the Expo 2010 will attract the participation of multinational companies. The two campaigns also share resources and overlap in execution. For example, the attitudinal surveys conducted in the Communications Campaigns assist the Organizer in gauging public reactions in certain regions and in formulating corresponding strategies. The results of such a survey could also assist the Organizer when executing the Promotion Campaign in understanding the potential visitor population and in shaping the most appropriate promotional strategies.

6.1.5 Positioning of the Expo 2010 Synergy between BIE, the Organizer and Participating Countries One important objective of Communications and Promotion is to reposition World 161

Expositions in a global perspective. The image of World Expositions is dependent on a number of factors and players, namely the initiative of the host city, the enthusiasm of the participating countries and the support of the BIE. Shanghai, as the host city of Expo 2010, serves as the hub of information on the mission and fundamental values of exhibitions. Participating countries act as the satellite of Expo information dissemination and their efforts in promoting the Expo will contribute to a better knowledge of exhibitions in their respective countries. The BIE, as the guardian of the Expo tradition, is in a position to provide resources and coordinate the interactions between all parties. It is imperative to have an efficient synergy between the BIE, the Organizer and participating counties as their interdependence and interaction determine the ultimate outcome of the Expo. Theme of Expo 2010: “Better City, Better Life” According to UN prediction, by 2010, more than half of the world’s population will have established residence in cities. In light of such development, the theme of Expo 2010 “Better City, Better Life” takes on significant meaning and the occasion for dialogues on urban development takes on new urgency. With such intentions, the theme is further broken down into five sub-themes to focus discussions on urban development: 1) Blending of Diverse Cultures of the City; 2) Economic Prosperity in the City; 3) Innovation of Science and Technology in the City; 4) Remodeling of Communities in the City; and 5) Interaction Between Cities and Villages. As a global forum for dialogues, the communications materials and promotion activities for Expo 2010 will emphasize the theme and sub-themes to encourage crosscultural and interdisciplinary conversations.

6.1.6 Key Positioning Messages Positioning refers to the way an organization would like to be perceived by its various publics. In order to be credible, the positioning must be based on an organization’s reality with an emphasis on its fundamental values and visions. Given the complexity of the entities that will be involved in the promotion and communications strategy of Expo 2010, it is extremely important that a common message be instituted to portray image unity and to prevent confusion. A standard document should be developed to guide for all outgoing communications and promotion materials and all activities. Below are the key positioning messages for Expo 2010: 

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Expo 2010 is a unique world super event that will be rich in cultural diversity, interdisciplinary communications and meaningful interactions; Expo 2010 is a unique world super event that will showcase the achievements of humankind and generate new directions and aspirations for the future of the world; Expo 2010 is a unique world super event that serves as a platform for a global dialogue on urban development; and Expo 2010 is a unique world super event significant to the development of China and the Asia-Pacific region. 162

6.1.7 Coordination Mechanism Governing and Executive Bodies The governing body of the Communications and Promotion Plan for Expo 2010 will include the National Organizing Committee, the Executive Committee and its member ministries and departments (such as the Ministry of Foreign Affairs, the Ministry of Commerce, the CCPIT, the Information Office of the State Council, and Shanghai Municipal People’s Government) and the Bureau of Shanghai World Expo Coordination (Shanghai Expo Bureau). The Department of Public Relations in Shanghai Expo Bureau, together with the departments of International Relations and Marketing Development, will be in charge of the execution of the Communication and Promotion Plan of Expo 2010. Coordination Committee Given BIE’s experience in the communications and promotion of previous Expos, BIE will be an important provider of resources. A standing Coordination Committee consisting of BIE representatives, the Organizer and selected participating country representatives will be put together to carefully analyze and implement the Communication and promotion campaigns. The Committee should meet at least once a year, with increasing frequency and membership as Expo 2010 approaches. The purpose of the Committee is to consolidate resources and provide a platform for frequent coordination and communications among BIE members regarding communications and promotion. The Committee will allow: 1) BIE representative to be constantly informed of the development in the preparation of the Expo 2010 and offer timely advice; 2) selected participating countries to take an active role in the organization, communications and promotion of the Expo 2010; and 3) The Organizer to gain experience and guidance in executing the campaigns. International Planning Meetings To facilitate interaction and communications, and to help with planning for Communication and Promotion Campaigns, the Organizer and Coordination Committee will host biannual International Planning Meetings between the Committee and other Expo participants such as exhibiting countries, international organizations and sponsoring corporations to ensure the relevancy and effectiveness of the Communications and Promotion strategies and planning. Professional Agency Support In ensuring the highest level of professionalism in the execution of the Communications and Promotion campaigns, the Organizer will engage the support of the professional agencies that specialize in public relations, marketing, advertising and event management. The agencies should have global resources and local expertise and experience, and will advise Shanghai Expo Bureau and the Coordination Committee on strategies and execution of the Communications and Promotion campaigns.

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6.2 Communication Campaign 6.2.1 Communications Campaign Objectives The objectives of the Communication Campaign are to: 

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Attract about 200 countries and international organizations to participate in Expo 2010; Reposition World Expositions and the BIE as important, global events that celebrate humankind’s achievements and aspirations; Construct a strong Expo image that could be used in a coherent manner for all Expo related communications; Establish a mechanism framework between the BIE, the Organizer and participating countries; Foster global dialogues on the theme and sub-themes of Expo 2010.

6.2.2 Target Audiences The target audiences of the Communication Campaign can be divided into international and domestic audience as the methods of communication and execution will differ. International (1) Governments around the world: including 190 member countries of the United Nations (excluding China), and can be further categorized as: 1) BIE member countries; 2) Non-BIE member countries; 3) those countries with diplomatic relations with China; and 4) those countries with no diplomatic relations with China. (2) Multilateral organizations: including the United Nations and approximately 40 specialized multilateral agencies and other bodies within the United Nations system, whose work has some relevance to the theme of Expo 2010. (3) Regional organizations: including influential regional political and economic organizations and special inter-governmental organizations. (4) NGOs and NPOs: including leading Non-Governmental Organizations (hereinafter referred to as “NGOs”) and Non-Profit Organizations (hereinafter referred to as “NPOs”), with an emphasis on those with global reach and influence, or which can contribute positively to the themes of Expo 2010. Around the world, NGOs are playing a leading role in organizing and networking citizens, governments, multilateral organizations and companies to address shared challenges and enjoy common opportunities. They are a positive force in mobilizing political, economic and cultural support for action and solutions to problems facing people around the world. (5) International mass media International mass media include global and regional newspaper, broadcast and wire service, media outlets, business and industry trade publications, travel and lifestyle publications, Internet sites and other specialized media. Journalists from these outlets are based in major media centers around the world and many will also have correspondents based in China. 164

The world media will be an important partner in promoting Expo 2010. Cooperation with global media will be enhanced to construct a most smooth channel for ongoing Communications and outreach. The preliminary plan includes a program of press conferences sponsored by the Organizer on the progress of the preparation for the Expo, the latest developments on relevant regulations and policies, print, video and Internet Communications, a variety of business and sponsorship opportunities, advertising and the latest information on the commitment of other countries and regions to participation in the Exposition. Domestic China’s provinces, municipalities, autonomous regions, including Hong Kong SAR, Macao SAR and Taiwan of China Expo 2010 will be a grand event with participation of all provinces, municipalities, and autonomous regions, Hong Kong SAR, Macao SAR and Taiwan of China. As a result of a cooperative partnership and historic traditions, the three municipalities directly under the Central Government, the 16 cities in the Yangtze River Delta, all the coastal provinces and cities of China and those in the Yangtze River valley are expected to take an active part in Expo 2010, and will adopt specific initiatives for this purpose. Shanghai has established long-term communication relationships with many provinces and cities throughout the country. Most notably, the Shanghai Municipal Government has put forward the slogan: “Shanghai for the whole country,” which will encourage other provinces, municipalities and autonomous regions to participate in Expo 2010 for the purpose of developing closer inter-city and inter-regional cooperation.

6.2.3 Communication Strategies Communication strategies refer to the channels that will be utilized in reaching the targeted audience. Regardless of the channel used, it is extremely important that the portrayal of the Expo image is coherent and consistent. a. Diplomatic and Official Channels According to the Convention and other BIE regulations, the Organizer will conduct the Communication Campaign of Expo 2010 chiefly through government-to-government and public diplomatic channels, specifically: 

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The Organizer will communicate through government-to-government diplomatic and other channels Expo 2010 to the participating countries, international organizations (including NGOs); The Organizer will conduct effective communications with BIE member countries throughout the Expo 2010 registration process; The Organizer will conduct high-level communications through the BIE Secretariat and special envoys of the Chinese Government; The Organizer will conduct communications through BIE member countries which actively participate in the Expo and demonstrate strong support for the Expo; The Organizer will communicate with countries having no diplomatic relations 165

with China to participate in Expo 2010 through China’s permanent missions to United Nations, World Trade Organization and other international organizations and through CCPIT; 

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The Organizer, drawing on the experience of previous expositions, will conduct communications through foreign diplomatic missions located in China. The Organizer will conduct communication by fully utilizing Aichi Expo 2005, and Zaragoza Expo 2008. The Organizer will hold a series of news conferences to highlight plans and progress for Expo 2010. The Organizer will conduct a series of Expo Forums in Shanghai and in key markets around the world. b. Promotional tours

The Organizer will develop a series of promotional tours targeted primarily at governments, multinational corporations and international organizations to encourage and coordinate their participation in Expo 2010. Promotional tours will be led by senior officials of the Chinese Government, Shanghai Municipal Government and the Organizer. Promotional tours will be planned during 2006 and 2007 to North America, Latin America, Europe, Middle East, South Asia, East Asia and the Pacific/Oceania. Promotional tours will consist of meetings and receptions, presentations, media interviews and other activities designed to share information about the themes and opportunities offered by Expo 2010. Promotional tours are also opportunities to answer questions and foster enthusiasm for participation and attendance. Promotional tours will be a significant component of the overall communications strategy of Expo 2010. Even in today’s era of the Internet and global media communications, there is no substitute for face-to-face interaction, diplomacy and dialogue. The Organizer realize they must travel around the world over the next two years and personally meet with leaders in government, business, media and culture, and proactively invite their participation in and secure their support of Expo 2010 . They will explain the value and benefits of participation. International media can help communicate the message and significance of Expo 2010, but they cannot replace face-to-face interaction and dialogue between the Organizer and key government, business, cultural and media leaders across the world community. An important component of the promotional tour program will be to develop a series of traveling exhibits highlighting the major themes, features and attractions of Expo 2010. The exhibits will be placed in prominent public spaces during promotional tours around the world. The traveling exhibits must have a high visual impact so as to invite viewers’ participation and engagement through interactive kiosks or similar technologies. Exhibits will have to be developed in several languages. c. Direct outreach to international organizations The theme of Expo 2010, “Better City, Better Life,” touches upon human life, cultural exchanges, economic development and technological innovation, community building and harmonious development between urban and rural areas. Many of these 166

themes are consistent with missions undertaken by many international non-governmental organizations. The United Nations and its specialized organizations, other inter-governmental organizations and regional organizations, have been active participants in the past World Expositions. It is expected many will be interested in participation in Expo 2010, because of the unique opportunity to interact with both the Chinese Government, business and civil society. Today, as international cooperation and globalization deepens, regional grouping of sovereign states (such as the European Union, Gulf Cooperation Council or ASEAN) and multilateral organizations are becoming major actors on the global stage. The participation of regional political and economic organizations in Expo 2010 will make the Expo a grand gathering of all the continents. As international contacts become more frequent, international organizations (including NGOs) play an increasingly important role in regional and global affairs, such as maintenance of world peace, sustainable development, poverty reduction, education, health care, the environment protection and social welfare. The participation of international organizations will be an important factor for the success of Expo 2010. At present, there are more than 300,000 NGOs active around the world. To invite those NGOs which have broad international reach and influence will expand the scope of global participation in Expo 2010. Through bilateral exchanges and cooperation, the Organizer will conduct various academic activities, exhibitions and media campaigns to further enhance the understanding of and solicit the support for Expo 2010 among international organizations. Many universities around the world have student exchange partnerships with Chinese Academic Institutions, which will also create an opportunity to promote Expo 2010 visits. d. Communication to media The international media will be invited to Shanghai to report on the city and the Exposition. The Organizer will also develop relationships with international media currently based in China. A consistent flow of information, news, features and materials will be prepared and provided to media audiences. Many of these materials will be provided in multiple languages. Advertising will be utilized in various forms, providing unfiltered messages to communicate the Expo themes. In addition, Chinese and Shanghai media organizations will enhance and develop cooperative relationships with international media organizations to design and implement Expo-related reportage, news and special features. Media relations must target both general and specialized media audiences around the world, including: 

Global, regional and national wire services;

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Global, regional and national newspapers and newsmagazines;

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Internet news and information websites;

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Global, regional and national radio and television networks;

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Specialized business and financial media;

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Travel, tourism and lifestyle media and trade publications;

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Specialized trade publications and journals in areas such as business, science, education, technology and development; Culture, entertainment and arts trade publications; New communications technologies, such as podcasts and blogs (as well as those technologies that will be developed between 2005 and 2010).

An important component of the international media relations strategy is to provide media training for spokespersons for Expo 2010, as well as to identify and recruit credible third-party allies and spokespersons who will communicate to international media. The Organizer will develop and staff a sophisticated, technology-savvy international media center at Expo 2010 in Shanghai to facilitate on-going global media coverage of the Exposition during its six months. e. Promotion at high-profile global events The Organizer will explore opportunities to promote Shanghai at many international events and forums scheduled around the world over the next five years. The goal of this strategy is to seek an opportunity to promote Expo 2010 at any event, anywhere in the world, which attracts opinion leaders in business, culture, sports and the arts, governments, industry and business conferences and trade fairs and media. The following are just a few examples of the many international events scheduled around the world which could provide marketing and promotion activities for the Organizer: 

2005 World Expo in Aichi, Japan;

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Opening of Disneyland in Hong Kong in 2005;

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The World Trade Organization Ministerial Meeting in Hong Kong in December 2005; Annual Meeting of the World Bank and International Monetary Fund, hosted by Singapore in 2006; Annual leaders meetings and other events of the Asia-Pacific Economic Cooperation (APEC) Forum; Annual meetings of the World Economic Forum in Davos, Switzerland; Major scientific and technology conferences, trade fairs and events around the world (such as Comdex);

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2006 World Cup, hosted by Germany;

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2008 Olympic Games, hosted by Beijing;

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2006 Asian Games, hosted by Doha, Qatar; 168

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2006 Winter Olympic Games, hosted by Turin and the 2010 Winter Olympic Games, hosted by Vancouver; Global conferences, meetings and forums sponsored and organized by leading multilateral organizations such as the United Nations agencies; Leading international travel and tourism industry conventions, seminars and trade fairs; High-profile political summit meetings and gatherings, such as APEC summit meetings, G8 meetings, Asia-Europe summit meetings, ASEAN meetings and similar senior- level meetings; Expo 2008, hosted by Zaragoza, Spain.

These and many other events are opportunities to leverage media and opinion leaders’ attention in support of Expo 2010.

6.2.4 Specific Communication Campaign Activities a. Conduct attitudinal research to measure public opinion The Organizer will retain leading domestic and international survey research agencies to conduct surveys among both opinion leader audiences and global citizens of their potential interest and participation in Expo 2010. Two sets of research should be conducted. Research in 2005-2006 will be geared toward supporting the promotion of government, international organizations, and multinational corporate and NGO/NPO participation in Expo 2010. A second round of research will be conducted in 2008 and 2009 to measure perceptions about international and Chinese visitors interested in attending Expo 2010. The surveys will seek to measure public opinion in the following areas: 

Awareness of the World Expositions and Expo 2010;

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Interest in visiting a world exposition;

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Support for government participation in Expo 2010;

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Interest in and enthusiasm of the themes of Expo 2010;

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Perceptions about China and Shanghai, and how these might impact sponsor and visit decisions; Factors that may discourage respondents from visiting Expo 2010, such as economic costs (airfare and visit-related expenses, visas, age, etc.); Factors that might encourage respondents to visit Expo 2010, such as interest in China and Shanghai, or interest in the Expo themes.

These research surveys will help the Organizer develop effective communications messages, themes, promotion materials and strategies for different global audiences. b. Develop and disseminate collateral information materials A variety of print, video and Internet information materials must be created and disseminated around the world over the next five years. These materials must share 169

common branding and design characteristics and should be produced utilizing environment-friendly materials and processes. They must have high visual impact, clear and compelling content and be culturally sensitive. These materials should be created in digital formats to enable rapid worldwide distribution by electronic means, such as via email, Internet and wireless devices. The following are examples of collateral information materials and resources that will be necessary to market and promote Expo 2010: 

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Marketing brochures with regional and country-specific designs and focus; A short, emotional video presentation (8-10 minutes) that can be used to introduce global audiences to Expo 2010; Press communications and news releases announcing all milestones, sponsorships, partnerships and other meaningful events leading up to Expo 2010;

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China fact sheets and brochures;

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Shanghai fact sheets and brochures;

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Maps and diagrams;

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A library of film and digital photographic images for unrestricted; media and sponsor use; Airline, hotel and travel information fact sheets; Logos and other graphic tools that can be utilized by partners, sponsors, media and the travel industry; Public service announcements; Video news releases and B-roll footage, which will be distributed via satellite to global, regional and local broadcast networks and outlets; Promotional materials, such as posters and give-away items (such as coffee mugs, key chains, etc. – all made from recyclable materials);

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Fact sheets about Expo strategic partners and participants;

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Biographical information on key personnel involved in organizing Expo 2010;

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Favorable media clippings from around the world;

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Favorable quotes from leading government, business and cultural personalities around the world.

6.2.5 Preliminary Timeline for Communication Campaign A multi-year timetable has been established to develop and implement various communication activities in support of Expo 2010. The following are highlights of this timeline: Present – 2005 From now to the end of 2005, a detailed analysis will be carried out on potential participating countries, international organizations (including NGOs) and leading global 170

multinational corporations. On that basis, strategies for attracting various participants will be made. The Organizer will draw on the experience of previous World Expositions while planning promotion schemes, and thereby launching systematic and persistent promotion of Expo 2010. For example, during Expo 2005 Aichi, a Expo 2010 Desk was set up to provide necessary information and to answer questions raised by governments, corporations, NGOs and individuals interested in Expo 2010. As soon as the registration is approved at BIE General Assembly, the Organizer will commence the formal invitation program. 2006 – 2007 The Chinese Government will issue letters of invitation through its diplomatic channels, including Chinese embassies and consulate offices in foreign countries. For countries without diplomatic relations with China, letters of invitation will be sent through Permanent Mission of PRC to the United Nations. Collateral information materials, including print information and media kits, video tools, Internet sites, traveling exhibits and advertising campaigns will be developed and produced. Based on the feedback of the potential participants to the letters of invitation, Chinese embassies throughout the world will be mobilized; the Central Government’s promotion delegations and special envoys will be organized and dispatched to advocate positive decision-making for participation of relevant countries and international organizations. 2008 – 2009 Efforts will be made to promote Expo 2010 during World Exposition 2008 in Zaragoza, Spain, a recognized exposition. The theme proposed for Expo 2008, “Water and Sustainable Development,” has an obvious link with the theme of Expo 2010, so it is a good opportunity to raise awareness of the theme of Expo 2010. China will stand ready to launch promotion activities on this occasion, focusing on the link between the theme of Expo 2010 and that of Expo 2008. According to the experience of Aichi and previous World Expositions, the invitation process should be completed two years prior to the opening of the Expo. The Organizer will make full use of this last period to promote Expo 2010 in those countries still undecided about participation. 2009 – April 2010 A regular consulting mechanism will be set up for the Commissioners-General of Section to share information on the progress of preparation of various theme events and promotional events. May 2010 – October 2010 During Expo 2010, Communication Campaign will continue in the form of celebrations, ceremonies, academic activities, BIE Day, national days, occasions of ethnic importance, cultural and art events, prize-awarding ceremonies, recreational activities and other international and domestic events that will take place during the Exposition.

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6.2.6 Organization The organization of the Communication Campaign will be carried out mostly by the International Relations and Public Relations Departments of Shanghai Expo Bureau who will coordinate resources from the Ministry of Foreign Affairs, the Information Office of the State Council and Shanghai Municipal People’s Government. As described above, the majority of the Communication Campaign targets international audience. While the domestic audience can be reached more easily in utilizing Chinese Government resources, reaching international audience is more challenging. Hence, the Organizer will enlist the support of professional agencies and consult the Coordination Committee in executing strategies geared towards international audiences.

6.2.7 Preliminary Budget Estimates The following are preliminary estimates for The Organizer on costs for the major tasks of the Communication Campaign outlined above:

Communication Campaign Activities

Estimated Budget

Note

Direct outreach to governments, multilateral corporations, international organizations through diplomacy and promotional tours

$20,000,00 0

Over five years, with high concentration of spending in 2005－2008

Communication to international media

$10,000,00 0

Average of $2 million per year between 2005 and 2010

$2,000,000

Conducted in 2005 － 2006 to measure and secure participation in Expo 2010 ; and in 2009 － 2010 to measure and secure visitor interest and attendance

$5,000,000

Average of $1 million per year between 2005 and 2010

$5,000,000

Average $1 million per year between 2005 and 2010.

Research program

Developing and disseminating print and video collateral materials, traveling exhibits Support participation and attendance to Expo 2010 at high-profile global events around the world Global Media Offices Contingency fund, to be reserved and utilized for special communications opportunities that will arise between 2005 and 2010. Total

$1,000,000 $3,000,000 $46,000,00 172

0

6.3 Promotion Campaign In promoting Expo 2010, it should be emphasized that it is an important world super event that is rich in cultural diversity and intellectual vitality. Reference should be made and stress should be placed on the innovative tradition of World Exposition and the significance of the Expo 2010.

6.3.1 Promotion Campaign Objectives The objectives of the Promotion Campaign are to: 





Attract a total of 70 million visitors to the Expo and secure RMB 9.61 billion in total revenue for the Expo 2010 through combined ticket sales, corporate sponsorships, sales of licensed products and commercial property leasing; Develop awareness of the Expo 2010 in China, participating countries, BIE members countries and other countries; Implement a series of promotional activities that will expand the exposure and influence of the Expo.

6.3.2 Target Audiences Similar to the Communications Campaign, targeted audiences can be divided into international and domestic audiences as the methods of communication and execution will differ. International a. International visitors It is expected that Expo 2010 will attract approximately 70 million visitors, more than any previous expositions, of which 5% (or 3.5 million) will be overseas visitors. Business travel and tourism in China is rising every year, and Expo 2010 is a tremendous opportunity to showcase the Chinese nation and the city of Shanghai to global visitors. An important component of the communications and promotion strategy will be to reach actors who, in turn, impact global business and tourist travel, such as international airlines, hotel chains, travel organizations, travel agents, travel and tourism Internet sites, tourism ministries and global and regional travel media. This will be achieved through a variety of tactics and strategies, including advertising, FAM tours, special events, the Internet, media relations and the Organizer’ participation in global travel and tourism fairs and conferences. Part of the very success of Expo 2010 will be defined in its ability to attract interest and attendance from visitors around the world, who will see this event as both a unique travel and cultural experience. b. Multinational corporations Major multinational companies whose business areas have relevance to the themes of Expo 2010 , and who have considerable investment in China or whose regional headquarters or research and development centers are located in China, are potential 173

partners and senior sponsors. Global multilateral corporations must be convinced that their participation in and support of Expo 2010 can be a significant brand and business development opportunity. The Organizer will seek not only a quantity of global business sponsors, but also a level of quality that reflects the mission and themes of Expo 2010. To achieve this, the Organizer must convince corporate decisions-makers around the world that Expo 2010 will be a valuable, unique partnership to enhance and complement their own branding and marketing strategies and goals. Domestic a. Domestic visitors Of the 70 million visitors, it is estimated that 95%, or 66.5 million, will be domestic visitors. The majority of visitors would be from the Yangtze River Delta and the East China region, the most economically developed part of China with almost 400 million in population, and a greatly improved transportation system. Many of them are likely to visit Expo 2010 more than once in different periods and in various ways. China also has a student population of more than 400 million, which accounts for roughly 30% of the entire population of China. This is a huge target visitor group for the Expo, because students can benefit the most from experiencing the latest developments in science, technology and culture by participating in the Expo. It is also strategically important for them to have the Expo experiences as they will become tomorrow’s leaders and their commitment to address the challenges facing humankind in the 21st century is very important for the future of our global society. b. Domestic corporations Traditionally, major domestic corporations are the primary potential partners and senior sponsors of Expositions. Domestic Chinese corporations must be convinced that their participation in and support of Expo 2010 can be a significant brand and business development opportunity. The Organizer will seek to engage many Chinese corporations to support the mission of Expo 2010, and will seek to ensure that major Chinese business and industry sectors are represented in Expo 2010.

6.3.3 Promotion Strategies Promotion strategies refer to the channels that will be utilized in reaching the targeted audience. Regardless of the channel used, it is extremely important that the portrayal of the Expo image is coherent and consistent. a. Cultural activities In the preparation process, a number of prestigious cultural activities will be designed and a number of community activities featuring Shanghai’s culture will be introduced to attract public participation. These activities will serve to promote the theme of Expo 2010 in connection with the cultural brands, to combine the cultural resources closely with the Expo resources, and therefore to convey the ideals of the World Expositions and demonstrate the essences of the Chinese culture. At the same time, major public events such as sports games, tourist festivals and film festivals will be drawn upon 174

as opportunities to create new highlights of the cultural environment for Expo 2010. From 2004 on, the Shanghai World Expo Festival will be held on an annual basis. With fresh cultural content and rich art forms, the festival will create a high-level cultural pageant that will integrate exhibition, performance and various cultural activities, and spread the influence and the conception of the World Expositions. Various cultural, arts and academic activities will also be organized. Cultural activities related to the Exposition will be designed and staged. Books on cultural relics will be compiled and published in different languages. Documentaries will be produced in series to introduce historical capitals of China with a special theme every year. Contests of photographs and fine arts will also be organized. The contests on logo, slogan, theme song, posters, mascot and flag will be completed along with the preparation process. b. Use of the Internet The Internet and its related information-technologies will be important tools to inform global audiences about Expo 2010. Internet-based communications and promotion programs will also be carried out in cooperation with the leading local and overseas media, news and commercial websites, and other international websites, so as to promote Expo 2010 online. The huge user base of websites will be extensively utilized to design effective communications and promotion. The official Expo 2010 website will provide updated and comprehensive information on all aspects of the world exposition – it will be developed and maintained as a single source of news, information and latest developments for global audiences. The website will be aggressively marketed and promoted so that it will attract millions of visitors, and become the single most useful tool for anyone in the world seeking immediate information and news about Expo 2010. The Organizer will optimize the ranking of the Expo 2010 website on leading search engines. This will allow the Organizer greater control over what information people find online. By allowing stakeholders to register on the website to receive more information, the Organizer will have a powerful communications database when they need to send information or news to targeted stakeholders. The Organizer will also integrate the technology of new media (such as Internet, blogs, podcasts, text messaging by mobile phone and other wireless devices, and video messages, etc.) in conducting polls, contests, voting, and requests. This payable service, which is very affordable, can give people direct access to the Expo information and generate considerable public interest in Expo 2010. c. Use of advertisement Advertising will play an important role in marketing and promoting Expo 2010 around the world. It will enable the Organizer to develop a unique and identifiable brand for this event and develop unfiltered messages and themes to people in government, business, media, culture and citizens worldwide. Expo 2010 advertising must be multi-cultural and multi-lingual in content and graphic design. It will involve a variety of paid media vehicles, including print, broadcast 175

and Internet advertising. The advertising strategy may also involve developing marketing partnerships with leading multinational organizations and corporations committed to participating in Expo 2010, in order to extend the advertising campaign and Expo visibility through the vast marketing budgets of these entities. A customized media buying strategy will be developed and implemented that will ensure all advertising resources are used efficiently to reach target audiences around the world. d. Media promotion The Organizer will take full advantage of newspapers, broadcasting, television, radio and the Internet. Special programs on Expo 2010 preparation and popular involvement will be aired on satellite television channels. The magazine, “Expo Shanghai China” will continue to be published and improved along the way. Through a bidding competition, the winner will be entrusted with the compilation and publication of a series of books under the theme of Expo 2010, bearing the same logo and in different languages. By the end of 2004, the Organizer had set up a network of correspondents, editors and relevant personnel in charge who will undertake the task to report on Expo 2010 regularly, timely, accurately and comprehensively so as to introduce the preparatory work to the media around the country. Modern audiences are willing to spend time online if they can have access to updated, unique, rich, personalized and interactive content. The Organizer will link the official website of Expo 2010 with relevant government websites and portal websites, to set up an Expo platform in joint efforts with well-known Internet media in China so that the public will be able to know about the progress of the Exposition in real time. e. Tourist promotion The Organizer will provide visits to Expo 2010 by fully utilizing the historical and cultural heritage and folk customs peculiar to Shanghai and China, such as those based on natural scenery, historical relics, traditional culture and folk tales. The Organizer will hold design contests for tourist souvenirs in connection with Expo 2010 and introduce a number of souvenirs that boast artistic taste and epitomize the cultural spirit of Shanghai. In cooperation with relevant tourist institutions, the Organizer will develop tourist routes to Expo 2010 and launch a promotion campaign targeting the home market. The Organizer will set up a promotion stand in the annual International Tourism Fair and select an image envoy for Expo 2010. The Organizer will also enhance cooperation with other major tourist destinations in the country to design and promote special cultural and tourist products related to the Exposition. The Organizer will strengthen cooperation and contact with institutions and corporations engaged in tourism, including tourism associations and tourism promotion administrations in major provinces and regions, renowned tour agencies, airlines and major tourism-oriented media. f. Direct outreach to multinational corporations 176

A selected number of leading multinational corporations with China-based offices will be invited to establish corporate pavilions to demonstrate their innovations, discoveries and latest advances in science and technology. Expo 2010 will provide a unique opportunity for global companies to enhance their brands and corporate reputation, and provide direct contact and interaction with 70 million consumers from China and around the world. Corporate participation in Expo 2010 will also be a unique opportunity to demonstrate a commitment to the Chinese market of 1.2 billion people – a market of increasing consumer clout and potential. Many leading global corporations have already made significant investments in China over the past two decades. China is today an important global economic and trade actor for manufacturing, services, technology development and innovation, as well as a growing consumer market. The following points should be made clear while promoting the Exposition to multinational corporations and corporations: 





There exist both significant business-to-business and consumer marketing opportunities inherent in the Exposition; Corporations may be partners in the construction and infrastructure development projects; A limited number of corporations may also build their own pavilions at Expo 2010 to showcase their products, services and solutions.

While promoting the Exposition to the multinational companies, it is important that: 



Exposition activities of participants be consistent with the theme of Expo 2010 and its sub-themes; Promotion programs meet BIE principles.

6.3.4 Specific Promotion Campaign Activities a. Preliminary plan for ticket marketing Ticket marketing plan will form an important part of the overall communications plan, especially in the final year before the Expo takes place. The objective of the Expo Ticket Marketing Plan is to: 





Educate and inform all nationals to be a part of the “Expo Experience”; Promote Expo 2010 key messages across the board, including the corporate sector, schools, government, media and local community through a targeted ticketing and education campaign; Raise awareness, create desire and convert interest into sales.

The Organizer will adopt following strategies: 



Inform the local market that tickets are easy to buy (telephone, online, through local newspapers, ticket sales outlets, etc.); Enthuse the local market that this is a “once in a lifetime” opportunity and “everyone is invited”; “Do not miss out, or let your children miss out”; 177





Ensure that all communities have access to Expo 2010 Ticketing information through regional newspapers, Internet, television, radio, community halls, shops and corporate sponsors, workplace and through events; Stimulate considerable national pride which can then be converted into ticket sales. b. Preliminary plan for tourism promotion

Shanghai has already emerged as a leading international tourist attraction and this will continue and grow as Expo 2010 draws near. Shanghai will build itself into an ideal place for international conventions, commerce, exhibitions, shopping, city sightseeing, countryside vacations, and other special purpose tourism such as cultural and sports programs, professional programs in industry, agriculture, science, technology and education. Shanghai is investing in new infrastructure that will draw an increasing number of visitors in the future. In 2003, over 80 million tourists came to Shanghai. The increasing number of tourists and the development of an integrated tourist market in the Yangtze River Delta offer a strong support to the goal of attracting 70 million visitors to Expo 2010. Expo 2010 will run for six months, spanning the seven-day Labor Day holidays and the seven-day National Day holidays, and more than 20 weekends. This means Chinese tourists will have abundant time to travel to visit the Expo. According to estimation, 35% of the Expo visitors will also travel to the neighboring areas. Zhejiang and Jiangsu provinces, two popular tourist attractions, will be a good choice for side visits by Expo 2010 visitors. The large visitor flow and service demand can be diverted to these provinces so that transport and accommodation pressures on Shanghai can be reduced. The following measures will be taken to facilitate interaction between regions: 





Sharing tourist sources and destinations; Jointly developing tourist commodities and building a large tourism area in the Yangtze River Delta and Jointly organizing promotion and marketing activities. c. Preliminary plan to mobilize volunteers for Expo 2010

Volunteers will play a critical role in the success of organizing and managing Expo 2010. The work and progress of Expo 2010 volunteers will be publicized via the media, such as radio, television, newspapers and the Internet, and through large-scale cultural events. Such coverage will be carried out by stages and dovetailed with their key tasks, aiming to make the volunteers work widely known to the general public. At the preparatory stage, the main tasks for the volunteers will be: promotion, environment protection, activity organization, language-training and atmospherebuilding. During Expo 2010, more than 100,000 volunteers will provide essential services in about 30 different areas, covering interpretation and translation, reception, public order, medical assistance, traffic assistance, civility supervision, protocol, information services, tour and shopping guide, etc. Recruiting and training these volunteers will be an important mission of the

178

Organizer, since this large pool of talents and commitment by Chinese citizens will contribute to the smooth operation of Expo 2010.

6.3.5 Preliminary Timeline for Promotion Campaign A multi-year timetable has been established to develop and implement various communications activities in support of Expo 2010. The following are highlights of this timeline: 2004 – 2005 During this period, the Organizer will mainly elaborate the theme of “Better City, Better Life,” help the public to better understand the theme and the planning; make news coverage of major events such as Expo Shanghai China Forum, the result of logo design competition, China’s participation in Expo 2005 Aichi, Japan; and the delivery of the registration document so as to draw people’s attention to Expo 2010 2006 – 2008 At this stage, the Organizer will mainly publicize the theme and planning of the Exposition and present the new image of Shanghai to other provinces and municipalities along with the construction of the Exposition site and pavilions, investment and participation promotion; spread the concept and purposes of Expo 2010 by way of mutual cultural programs and popular exchanges and promote the theme by organizing multifarious activities in cooperation with the Olympic 2008 Organizing Committee and other regions on appropriate occasions. 2009 – 2010 During this period, The Organizer will continue tourism promotion and marketing to stimulate visitor enthusiasm in Expo 2010 and push the promotion campaign to a climax before the opening of and during the Exposition.

6.3.6 Organization The organization of the Promotions Campaign will be carried out mostly by the Marketing and International Relations Department of Shanghai Expo Bureau, who will coordinate resources from the other departments of the Shanghai Municipal People’s Government, and professional marketing and promotional organizations worldwide. While the domestic audience can be reached more easily in utilizing Chinese Government resources, reaching international audiences is more challenging. Hence, the Organizer will enlist the support of professional agencies and consult the Coordination Committee in executing strategies geared towards international audiences.

6.3.7 Preliminary Budget Estimates The following are preliminary estimates for the Organizer on costs for the major tasks of the Promotion Campaign:

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Promotion Campaign Activities

Estimated Budget

Note

Direct outreach to potential corporate partners and sponsors

$8,000,000

Over five years, with high concentration of spending in 2005— 2008

Paid media advertising (creative, production and media buying)

$40,000,00 0

Over five years; in 2005—2007, advertising will be focused on securing Shanghai Expo participation and sponsorships; in 2008—2010, advertising will be focused on securing international visitors to Shanghai Expo

Promotion on the Internet

$5,000,000

Average of $1 million per year between 2005 and 2010.

Direct marketing to reach specific target audiences around the world

$3,000,000

With high concentration in 2009 and 2010

Chinese and international tourism campaign to attract visitors to Expo 2010

$7,000,000

$2 million each in 2008 and 2009 and $3 million during 2010.

International Promotional Events

$10,000,00 0

Domestic Promotional Events

$8,000,000

Contingency fund, to be reserved and utilized for special promotion opportunities that will arise between 2005 and 2010

$3,000,000

Total

$84,000,00 0

6.4 Conclusion Recapturing the special significance of the world expositions and making Expo 2010 a success will depend on the Organizer’s developing and implementing a comprehensive, multi-year and highly-integrated global and domestic communications, marketing and promotion strategy. On one hand, Communication Campaign and Promotion Campaign are interrelated as the effectiveness of one directly impacts that of the other; on the other hand, their target audiences are different and hence their objectives 180

are different. No single means of communications can sufficiently achieve the goal of a successful Expo. Every means of modern global communications-diplomacy, television, the Internet, advertising, sponsorships, media relations, brand building and special events – must all be utilized skillfully to reach the world and Chinese domestic audiences. Meanwhile, it is imperative to have an efficient synergy between the BIE, the Organizer and participating countries as their interdependence and interaction will determine the ultimate outcome of the Expo.

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APPENDIX A. Past Communications and Promotion Activities Year

Projects The World Expositions Facing the Future, annual Expo 2003 2010　International Forum cooperated with BIE (in Shanghai) Solicitation & Collection of Emblem, slogans and theme 2003 songs of Expo 2010 Bocelli 2004 Shanghai Concert to celebrate the anniversary 2003 of the successful bid of Expo 2010 (in Shanghai) Sino-France Cultural Year: Exhibition of the World Expo of Shanghai Street (in Lille) Photographic Exhibition of the World Expo (in Marseilles) Exhibition area of Expo 2010 in Public Parks during Shanghai Week (in Paris) 2004 Expecting Shanghai Expo —Chorus Gala of South East Overseas Chinese (in Shanghai) Dream of City —Piano Concert (in Shanghai) A Rewarding Ceremony of Solicitation of Emblem for Expo 2010 （live show）(in Shanghai) Series of Lectures of Expo 2010 （4 times）(in Shanghai) 2004 Count Down of Expo 2010 Little Ambassador of Expo 2010 Competition PR Star of Expo Competition Welcoming Expo 2010, English Competition of High School Students Promotion Campaigns in Paris France, Brussels Belgium, Budapest Hungary, Lisbon Portugal, Seattle USA, Seoul 2004 Korea、Tokyo Japan etc. To launch an Official bilingual magazine Expo 2004 2010（bimonthly） Updating the Official Website to expand information; 2004 To actively utilize advanced IT technology; To build up Links to other popular websites. Cultural Diversity & Cultural Blending, the second Shanghai Expo International Forum (in Paris) Seminar for the World Expo 2010 Emblem Design (in Shanghai) 2004 Planning and Design International Seminar for Expo 2010 Expo 2010 Seminar on International Investment & Financing (in Hong Kong) To set up a system of news spokesman. 2004-2005 3 press conferences were convened (in Shanghai )

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Scope International

Domestic

International

Domestic

International

2005 2005 2005

2005

Making special editions or programs in collaboration with some mainstream media People’s Daily Shanghai Expo Special Edition (bimonthly) A weekly broadcasting talk show Expo in Progress produced by Shanghai People’s Broadcasting Station together with the Organizer. To launch Promotional Ads of Expo 2010 on the mainstream media: Overseas Media：Financial Times, International Herald etc； Domestic Central Media: JieFang Daily, People’s Daily (Chinese & English), WenHui News, China Daily etc. Local Media: Xinming Evening Paper(from Shanghai) etc. Promotion Posters are attached on main trunk roads and public transport vehicles. To invite journalists of mainstream media to visit Shanghai or go abroad with the Organizer to report all the promotional events as mentioned above. Solicitation & Collection of Exhibition & Entertainment for Expo 2010 Design Competition of franchised products of Expo 2010 (First Year) Promotion Campaigns in Aichi, Tokyo Japan, Germany, etc. Shanghai Week in Aichi Expo Japan Opening Ceremony (live) Opening Show of Shanghai Week (satellite transmission) Daily Performances A Rewarding Ceremony of the top 10 songs for Expo 2010 in 2004（live）(in Shanghai) To emit around 5 kinds of promotional pamphlets in Chinese, English, French and Japanese “Bloom with the Expo” 100-sentence-lingual textbook in 15 languages, such as Japanese, Spanish, French, German, Vietnam, Arabic, Cambodian, etc. “Approaching the Expo”（updating） CD of the top ten songs of Expo 2010 in 2004

183

Domestic

International

Domestic

International

Domestic International

Domestic

2005

2005

Updating the Official Website again, promote new services; E-media：facing general public; E-Government Affair：Communications Platform for acquisition of participants; E-Business：Communications Platform for acquisition of sponsors, partnership, etc.. Expo and Sustainable Development the third Shanghai Expo International Forum (in Aichi Japan) International Seminar of Brand Definition & Promotion for Expo 2010 (in Shanghai) International Conference on Human Resources Strategy for Expo 2010 (in Shanghai) Expo 2010 and Legal Environment Forum (in Shanghai)

International

B. Preliminary Future Communications and Promotion Activities Year 2006 2006

2006

2006

Projects

Scope

Solicitation & collection of mascot, posters and theme songs of Expo 2010 Design Competition of Franchised Products of Expo 2010 (Second Year) To expand the language service of the Official Website, adding French and Japanese To participate in some representative tourism expos both at home and broad actively, to develop promotion campaigns of Chinese Tourism Culture centered with Shanghai Expo. The 2nd Shanghai World Tourism Resources Expo; The World Leisure Expo Hangzhang; The International Tourism Fair Berlin; International Tourism Expo St. Petersburg.

International

Invitation Letter of Expo 2010 (worldwide)

To set up a network of professional journalists amidst Chinese Media for Expo 2010 2006-2008 To set up Media Database to provide free information service and information collection service.

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Domestic

To convene press conferences regularly each year Making special editions or programs in collaboration with some mainstream media:  Specific target media are pending; To launch Promotional Ads of Expo 2010 on the mainstream media or launch the joint ads with appointed service companies and sponsors on appointed regional mainstream media:  Specific target media are pending;  Promotion Posters are attached on main trunk roads and public transport vehicles. To produce TV series: to produce and nationally broadcast those TV series to introduce the World Expositions' significant contribution to the civilization of human beings, the magnificent influence exerted by the World Expo on the City Development and the theme of Expo 2010. To invite journalists of mainstream media to visit Shanghai or go abroad with the Organizer to report all the promotional events as mentioned above. To actively utilize the IT technology to build up mobile internet, wireless internet and internet computer game platform to enhance the interaction with the audiences。 Open up forums：  Forum for potential participants; 2006-2008  Forum for enterprises;  Forum for general public;  Forum for media.  Provide online service： shopping, ticket selling, dissemination of information relating to participation, online acquisition of participants etc

185

International Domestic

International

Domestic

International

International

To promote Expo 2010 with Friendship Cities of Shanghai, to carry out tourism promotion campaign (in 2006-2008 major overseas cities) To cooperate with international travel agencies and airlines to launch promotional material and advertisements online Solicitation & Collection of theme songs of Expo 2010 2007 Design Competition of Franchised Products of Expo 2010 (Third Year) 2007-2008 The Fifth Shanghai Expo International Forum 2008

2008

2008

Solicitation & collection of theme songs of Expo 2010 Design Competition of Franchised Products of Expo 2010 (Fourth Year) A Rewarding Ceremony of the Theme Song for Expo 2010 Taking an active part in Zaragoza Expo 2008, putting up a department of communications, and holding cultural exchange, performances as well as other promotion campaign to promote Expo 2010 ; Global promotion campaign aiming at pre-sale of ticket: the ambassadors of Expo 2010 and singer of the theme song of Expo 2010 could be the ticket sales representatives to sell tickets to the target enterprises.

2009

The Sixth Shanghai Expo International Forum

2009

Design Competition of Franchised Products of Expo 2010 (Fifth Year)

2009

To select one ambassador of Expo 2010 each year, who should win a global fame, care about commonweal affairs, pay an extra attention to Shanghai Expo.

Global promotion campaign aiming at pre-sale of ticket: the ambassadors of Expo 2010 and singer of the theme song of Expo 2010 could be the ticket sales representatives to sell tickets to the target enterprises and individuals. 2009 With the cooperation of Official Partners and sponsors of Expo 2010, to carry out road shows relating to the theme of Expo 2010 aiming at visitors attraction To expand the language service of the Official Website, 2009 adding German and Arabic. To actively utilize the IT technology to build up mobile internet, wireless internet and internet computer game platform to enhance the interaction with the audiences. Open up forums： 2009-2010 Forum for potential participants; Forum for enterprises; Forum for general Public; Forum for media. 186

International

Provide online service：Security Supervision, Dissemination of Information, Visit Reservation, online shopping, ticket selling, online transmission, etc. To cooperate with Shanghai Tourism Management Committee, international and domestic airlines, travel agencies to promote the joint travel itineraries with a stress on Expo 2010 visiting. To promote the set tickets combined 2009-2010 with the tickets to Shanghai Expo via campaigns. To promote Expo 2010 with Friendship Cities of Shanghai, to carry out tourism promotion campaign called Dream Anticipation； To cooperate with international travel agencies and airlines to launch promotional material and advertisements on the line.

International

2009-2010 The Seventh Shanghai Expo International Forum Brief Introduction to Shanghai Expo （Multiple Languages） 2009-2010 Brochures of Expo 2010, Site Map（Multiple Languages） International Event List（Multiple Languages） Inner Site Traffic Map（Multiple Languages） 2009-2010 To set up an international network of professional journalists for Expo 2010

Completing the construction and test running of the Expo 2010 Global Press Center, conducting a rehearsal of news report, preparing various information and materials concerning Shanghai Expo, receiving the Media during the opening of Expo 2010

187

Domestic

To invite the journalists of mainstream media to preview the Expo Park to release professional and influential remarks To launch Promotional Ads of Expo 2010 on the mainstream media or launch the joint ads with appointed service companies and sponsors on appointed regional mainstream media: Specific target media are pending; Promotion Posters are attached at the main airports and 2009-2010 ports. To invite journalists of mainstream media to visit Shanghai or go abroad with the Organizer to report all the promotional events as mentioned above Hold regular press conferences and additional press conferences A series of lectures of Expo 2010 (around 5 times) 2010 Annual Count Down of Expo 2010 (in Shanghai) Annual Little Ambassador of Expo 2010 Competition Road show of exhibition of best selection of Mascots and franchised products (in China) Shanghai Expo Global Press Center：providing facilities and amenities for the journalists, such as free Internet terminals at the press center, volunteer services such as tour guides and interpreters, and other services and facilities that, according to international practices, will charge fees, including satellite signal transmission, telephone, audiovisual recording, and car-renting within and outside the Expo site To establish a media team constituted with professional 2010 media practitioners to write columns, features and regular news to disseminate the information about the on-going Shanghai Expo . The media team should not only take the initiative to report the Expo 2010 to the public, but also should respond to other media’s remarks swiftly. Live Broadcasting: Making special editions or programs in collaboration with some mainstream media; Set up a special channel to broadcast the opening and closing of Expo 2010 , National Days of each pavilion and important events on the site live. Expo 2010 Appreciation Program; Intended as a recognition program for all the participating countries, 2011 organizations and corporations that have worked to make Expo 2010 a success

188

International

Domestic

International

International

7. Preliminary After-use Plan The after-use depends mainly on a clear functional definition for the planning area of 5.28km2, and a coordinated and comprehensive arrangement before and after the Exposition. In light of the re-adjustment of urban layout and the re-development of both sides of the Huangpu River, the Exposition site, through construction before and redevelopment after Expo 2010, will become a landmark in the downtown area of Shanghai in the 21st century, a modern center for international cultural exchanges and business, and a model for metropolitan re-development. The after-use consists of three aspects: (1) the after-use of the pavilions; (2) the re-development of the land; and (3) the continued use of the newly built infrastructure and service facilities.

7.1 Principles of After-use 7.1.1 To Serve the Overall Urban Development Strategy In light of the social and economic development strategy of Shanghai, and according to the current city functions and facilities, the Organizer will try to make the Exposition a complement to the shortfalls in urban functions during and after the great event and see to it that the after-use may fit into the overall development strategy of the city. It is important to take into full account all the tangible assets created by Expo 2010, such as the massive transport system, various architectures and facilities, as well as its intangible legacy to the whole society after the close of the Expo 2010.

7.1.2 To Be Consistent with the Expo Theme The full elaboration of the theme of Expo 2010 “Better City, Better Life”, will run through the Expo site planning process. The after-use study is based on the theme as the predominant philosophy. The impact of Expo 2010 will go beyond its 6 months’ duration. The spirit inherent in the theme will be carried on in the next 60 years. The area will therefore project Shanghai’s new image and become a landmark of the upgrading of city functions.

7.1.3 To Adapt to Geographical Position The Expo site is located at the midpoint between the Pudong International Airport and the Hongqiao International Airport. It goes along the Huangpu River, between Nanpu Bridge in the north and Lupu Bridge in the south, with Xupu Bridge farther south and the Lujiazui Financial Zone in the northeast. It is also backed up by such logistics centers as the Yangshan Deep Water Port and the Waigaoqiao Bonded Zone. All in all, it shows an obvious advantageous location in terms of transport, finance and logistics, which will render rationality and feasibility to its after-Expo development as an international trade zone. Comparable to the Lujiazui Financial Zone in all configurations, the Rear Bund Area is well positioned as International Trade Zone in Shanghai. An entirely new Trade Center will emerge on the Expo site when the after-use plan is carried out.

189

7.1.4 To Be Economically and Technically Feasible According to an analysis of the land value of the Exposition site before, during and after the Exposition respectively, it is clear that initial investment in Expo 2010 will be substantially rewarded during and after the Exposition through reasonable management and operation. However, the post-Expo value will be the true legacy to the residents of Shanghai and the Chinese people as a whole. Herein lies the ultimate evaluation of Expo 2010. To make the Exposition a success, it is crucial that we should take full account of after-use while drawing up plans and implementing them at an early stage so that the value expected of the Exposition may be realized to its full extent both economically and technically.

7.1.5 To Be Flexible In line with the principle of flexibility for after-use and keeping pace with the times, the Organizer will reserve sufficient space at the Exposition site for sustainable development to ensure close connection between the re-development of the site and the overall development of the city. This will help maximize comprehensive benefits and leave enough time and space to after-use development.

7.1.6 To Achieve Cultural Continuity and Urban Renaissance After Expo 2010, the Exposition site will constitute an important part of the city of Shanghai, presenting not only quality urban life of a metropolis, but also the features and spirit of the city’s culture.

7.2 Plan for the After-use of Pavilions and Facilities 7.2.1 New Buildings and Renovated Buildings After Expo 2010, some buildings with distinctive features and large pavilion facilities will be preserved. According to relevant regulations of the BIE and the tradition of World Expositions, all pavilions shall be temporary pavilions and the sites assigned to participants shall be returned to their original condition after the Exposition. The Organizer encourages the participating foreign countries to construct their own national pavilions in a manner that reflects the theme of the Exposition, their respective national cultural heritages, and the architectural styles of their cities. The Organizer, together with the participants concerned, may decide which pavilions can be preserved and to which location they may be re-assigned. The pavilions to be preserved shall fit into the eco-environmental agenda of the 21 st century, with special attention paid to nature, environment, health and energy efficiency. They shall reflect the contemporary desire for sustainable development with harmony between human beings and the nature, and display the perfect combination of good design and natural ecology. The buildings shall also reflect the state of the art technologies in the use of new materials, new technologies and new structures. The building materials shall be environment-friendly materials easy for assembly and disassembly, so as to make future removal and reconstruction technologically and

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economically possible. China Pavilion to be located in Zone A will be permanently preserved as a symbol of the cooperation of the Expo by China and BIE. In Zone B, the theme pavilions will be temporary buildings, the Community Center will become a first-class large-scale conference center and the performance center will continue to be an important venue for cultural exchanges between countries. The building cluster on the original site of Jiangnan Shipyard will be preserved selectively and in the light of the after-use plan, and turned into a Modern Industry Museum with the major function of large-scale industrial exhibition and cultural and art exchange. The World Exposition Museum to be located in Zone E and its support facilities will be a legacy to Shanghai as a world-class culture and exhibition research center. The Expo Village complex, based on the existing structures, with the full consideration of the after-use, is planned to be turned into a comprehensive urban community with an integration of all the functions of commerce, tourism and entertainment, where service apartment houses dominate with complete support facilities of service. The planning of public support facilities of service will be made in very close connection with the planning of the after-use of the Expo Park, and those facilities will be an organic part of the Expo Park after the Expo duration through preservation, renovation and removal.

7.2.2 Protected and Preserved Buildings Different ways of preservation will be taken, in the light of the current condition of the buildings within the park and the master plan of the Expo, and the preservation projects of the buildings concerned and value differences of the buildings themselves. The planning will divide the protected buildings and preserved buildings within the site boundary into three types: protected buildings, preserved heritage buildings and generally preserved buildings during the Expo. 1. Protected buildings They are legally protected buildings as well as permanently preserved buildings, including cultural products protecting institutions and Shanghai Municipal Excellent Heritage Architectures. According to the Cultural Products Protection Law of the People’s Republic of China ， a total of seven places within the Expo Park have been placed on the second list of Shanghai municipal excellent heritage architectures. 2. Preserved heritage buildings They are heritage buildings with distinctive features in terms of architectural style, architectural structure, architectural decoration and cultural legacy. They are also categorized as permanently preserved architectures. 3. Generally preserved buildings They meet the requirements of the Expo space or support facilities of service during the Expo in terms of architectural structure and form. Whether they are to be torn down 191

or be preserved after the Expo depends on the future requirements.

7.3 Preliminary Plan for Land Re-development 7.3.1 Planning Structure The re-development of the Expo area will be conducted in line with both the functions and the future development of this area. International cultural exchange is one of the city’s important functions and a significant means to demonstrate the city spirit. However, the city lags far behind other international metropolitan cities in terms of cultural amenities, especially large complexes. As the number of foreign consulatesgeneral and representative offices in Shanghai rises year by year and more domestic and overseas agencies converge in Shanghai, along with the accelerated development of the modern service industry, the shortfall of such facilities is even more apparent. As the policy for the downtown area is to increase public space and common green area, decrease FAR (floor area ratio) and total buildings, the demand for the first class office buildings will continue to grow and exceed supply. We will take advantage of the impact of the Exposition to re-develop the site with a view to meeting the demand for international cultural exchange facilities and business services. In this way, the Exposition site will be turned into a complex catering to international cultural exchanges, international relations, business, and tourism with adequate residential quarters. According to the theme “Better City, Better Life”, a really vigorous and dynamic urban area will be built here that will fit into the current urban fabric and merge with the life in the surrounding area. The re-developed area on the Expo site will extend along the city functional axis line, running northwards along South Xizang Road to the People’s Square, the Administration Center and the downtown area, and be closely connected to the downtown area by the transport axis line of South Xizang Road and Metro Line 8. The Expo Plaza and the axis line (the Expo Boulevard) will remain as a municipal public center for outdoor gatherings and cultural performances. The plaza cluster and the pedestrian sightseeing route, in somewhat diminished size, will selectively emerge as a space system for local public activities with all the dining and entertainment facilities intact. The performance center and cultural squares will become a stage for urban activities in this region where cultural feats may be always presented.

7.3.2 Functional Layout (1) The Exposition site will be used mainly for international trade with supplementary functions of conference and exhibition, cultural exchange, tourism, leisure and business. (2) The permanent facilities will concentrate in the enclosed area between Lupu Bridge and the Expo axis line. Those in the Pudong Section will be preserved for a future Exhibition and Conference Center, and those in the Puxi Section for a Cultural Exchange Center. (3) There are three major areas for re-development after Expo 2010: the first is located to the west of Lupu Bridge reserved for urban development, the second is located 192

between the Bailianjing rivulet and the Expo axis line for urban commercial and residential development, and the third is located to the east of the Expo axis line in the Puxi Section for development of residential quarters.

7.4 After-use of the New Infrastructure Facilities The new infrastructure facilities will remain after Expo 2010 and form a framework to support Shanghai’s efforts to set up four centers, namely, economic, financial, commercial and shipping centers; and to meet the demand of 20 million residents for urban infrastructure facilities and public utilities.

7.4.1 Urban Open Green Area a. The riverside green land to remain as the Expo Park The Riverside Green Land will be preserved as a large open space for public activities in Shanghai after Expo 2010. b. Two waterfront green belts to be kept The two waterfront green belts will be kept and constitute part of the open space on both sides of the Huangpu River. c. The green wedges leading to the waterfront to be partially preserved The green wedges will also be partially kept and, with the land re-development, strengthen the connection between the waterfront areas and the water. They will bring the city closer to nature, thereby increasing the value of the waterfront land.

7.4.2 Support Service Facilities a. International trade zone The future International Trade center will serve functions of business, conference, exhibition and other events and ensure the normal and efficient operation of the whole area. b. Local commercial network In order to ensure quality life for the residents in this area after Expo 2010, the local commercial network will be completed and further improved. The construction of the commercial network will keep up with the pace of residential building construction and be rationally distributed.

7.5 Framework Plan for After-use Planning, Construction and Development a. Planning and approval phase (2008-2010) In 2008, the master plan of after-use development will be completed and submitted to the relevant departments for approval. In 2009-2010, the regulatory plan will be completed and the approval of the 193

feasibility study report of the projects will be completed. b. The designing phase of individual projects and the disassembling work of temporary buildings in some plots (2010-2012) c. Major projects construction phase (2012-2020) In 2010-2020, major projects construction will start in full swing. In 2020, major projects construction will be completed.

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8. Preliminary Commercial Operation Program 8.1 Principles of Commercial Operation 8.1.1 The Positioning of Commercial Operation The commercialization program of the Expo 2010 shall be conducted according to the Convention and the relevant BIE regulations. The program will provide various services to meet the needs of commercial operation of the Organizer of Expo 2010, the participating countries, international organizations and all the visitors by utilizing the resources of Expo 2010. On one hand, the program will, by means of standard and efficient operations, develop and enhance the value inherent in Expo 2010, to draw more attention and participation from more governments, enterprises and masses throughout the world so as to attain the objective of making contributions to humankind through Expo 2010. On the other hand, certain necessary commercial operation will supply partial financial support for the successful holding of the Expo 2010.

8.1.2 Scope of Commercial Operation Commercial operation of Expo 2010 includes the following main items: 

Expo 2010 sponsorship management;



Licensed products management;



Event management;



Ticket sales and marketing;



Venue leasing in the Expo site;



Other commercial operations.

8.1.3 General policy for Commercial Operation Expo 2010 will serve the purpose of promoting social progress and human civilization and observe the following principles in its commercial operation: 

Non-for-profit;



Abiding by the relevant articles in the Convention strictly;



Being open, fair and just.

8.2 Institutions for Commercial Operation As the Organizer of Expo 2010, Shanghai Expo Bureau will be in charge of the planning, organizing and managing of the Expo commercial operation and authorize the commercial institutions concerned to undertake specific schemes of operation. All the revenues from the commercial operation will be included in the operating expenditures of Expo 2010.

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8.3 Contents of Commercial Operation 8.3.1 Expo 2010 Sponsorship Expo 2010 sponsorship will constitute an essential part of the commercial operation and its revenues will constitute an important part of the total revenues of the commercial operation. a. Sponsorship levels Expo 2010 sponsorship plan has a two-level structure: partner level and senior sponsor level. The design of the structure not only guarantees the inflow of funds to Expo 2010, it also provides opportunities for enterprises of different levels to participate in the Expo. Each enterprise will receive benefits that correspond to the amount it has contributed to Expo 2010. Partners are the sponsoring enterprises at the highest level in the sponsorship system of Expo 2010. Partners provide such support as promotion, cash, products, service and technology etc.. Besides, it will also become the collaborator of the Organizer in their own sector in the preparation of Expo 2010. As returns, partners will enjoy the privilege of market promotion awarded by the Organizer at a global level, exclusive commercial right in certain areas and the right to become exclusive suppliers. Senior sponsors are the sponsoring enterprises next only to the partners. They can give support in promotion, cash, substance, service and technology, etc. As returns, senior Expo sponsors can enjoy the privilege of market promotion awarded by the Organizer in certain areas, exclusive commercial rights in stipulated areas and the right to become the exclusive suppliers appointed by the Organizer. Besides cash, sponsoring enterprises may provide sponsorship to Expo 2010 in the form of VIK (value in kind), VIK includes products, service and technology and is needed by Expo 2010. The use of VIK can help reduce the payout. In principle, Expo 2010 will accept VIK, not exceeding 40% of the cooperation cost. However, revenue reduction brought by the acceptance of VIK should be calculated. The reduction proportion is approximate 25% of the VIK original value based on the experience of large-scale events sponsorship. Sponsorship revenue will be collected in installment in line with the cooperation terms with the enterprises. Cooperation fee depends on the recognition of the enterprise to Expo 2010 brand and the business amount possibly to be obtained from the preparation and holding of Expo 2010. Therefore, cooperation fee can be directly related to the time the enterprises are allowed to use Expo 2010 brand and the duration of cooperation with the Organizer. The longer the time, the more the revenue. Actual revenue will be determined by contractual time with the enterprises after the start up of investment attraction. Sponsorship revenue is detailed as follows from early 2006 to May 2010.

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Table 8-1: Sponsorship Revenue Partner

Senior Sponsor

Number

10

15

Sponsoring fees (million RMB)

200

81.5

Subtotal (million RMB)

200

122.3

VIK (million RMB)

800

489

VIK reduction million RMB)

200

123

Add up of practical revenue (billion RMB)

1.8

1.1

Total of practical revenue (billion RMB)

2.9

b. The selection and management of the sponsors As the organization of Expo 2010 requires a wide range of products, service, technology and financial support, sponsoring enterprises shall be selected from many important enterprises in different industries. The Organizer will evaluate the enterprises concerned according to the following standards which are not exclusive. 

Compatibility with the image of Expo 2010;



Financial potential;



Advertising/PR expenditure worldwide;



China affinity/extent of internalisation;



Interest in becoming Expo 2010 sponsors.

Any products, service and technology involved in Expo 2010 sponsorship shall be compatible with the spirit of the Expo and in accordance with the requirements of preparation and implementation of Expo 2010 and the market development principles. The Organizer will set up early warning mechanism and risk guard mechanism in order to prevent and control the risk in the Sponsorship Plan operation. Should there be any discrepancies between the practice and the above-mentioned standards, the Organizer shall have the right to discontinue the relevant rights the sponsor businesses concerned would enjoy, even after they have been entitled as the Expo partners or senior sponsors. c. Benefits for and services of sponsors The Organizer will ensure that each sponsor receives sufficient rights and benefits that correspond with its sponsorship investment. The greatest sponsorship value comes from exclusive marketing and commercial rights, which will include the use of name and logo of Expo 2010, corporate pavilion building rights, sponsors club, ticket discount, priority in event sponsorship and Expo 2010 on-site rights. In addition, the partners of Expo 2010 enjoy the priority to establish corporate pavilions, but the expenses of pavilion building and operating should be responsible by partner enterprises. The core sponsorship value of Expo 2010 comes from exclusive marketing rights

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and commercial rights. Generally speaking, there will only be one sponsor in each industry. Industries represented by sponsors in higher sponsorship level cannot be represented by those in lower sponsorship level. The higher the sponsorship level a sponsor is in, the more exclusive rights it enjoys. The exclusivity well embodies the precious value of the Expo 2010 sponsorship and creates marketing opportunities that will elevate the competitiveness of each sponsor. To ensure the rights and interests of the sponsor businesses and safeguard the image and reputation of the Expo, the Organizer will fulfill the promise to the sponsor businesses according to the service programs submitted by the sponsor businesses, and the services they will provide should include those of pre-Expo period and those during the Expo period.

8.3.2 Licensed Product Management Licensed product management plan refers to the management of enterprises that have been granted a license by the Organizer to manufacture and sell goods with the symbols of Expo 2010, including the name, emblem and mascot. In paying royalty fee to the Organizer, licensed enterprises provide financial support to the preparation and organization of Expo 2010. The development of licensed products shall focus on the theme “Better City, Better Life”, and accord with the concept of Expo 2010, at the same time, in order to maintain the reputation of Expo 2010, product quality has to be strictly controlled by the Organizer. The products range will cover more than ten categories, including household necessities, apparel, fashion articles, stationery, gifts, media products, software, food, etc. It is going to be complete based on the changes in the market. The majority of such products will be designed for daily use to ensure that more tourists may experience Shanghai Expo through the licensed products. Others will be designed as souvenirs and collections to satisfy the requirements for collection of the tourists and other consumers. Table 8-2: Estimation of Revenue from Licensed Product Management Total revenue

Amount (million RMB)

Royalty fee

120

Admission fee from enterprises granted a license

30

Total

150

a. Business models of licensed product management Licensed product management consists of domestic licensing (the mainland of China) and international licensing (outside the mainland of China). In considering various factors such as financial condition, human resources and geographical location, the Expo Bureau will directly appoint domestic licensed enterprises and appoint regional licensing agents for the acquisition of international licensed enterprises. b. The selection of enterprises

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The selection of licensed producers, distributors and agents will be carried out by the Organizer in an open, fair and just way. The enterprises will undergo thorough examination on their ability in production and designing, financial situation, marketing capacity and their efforts in environment protection during the course of selection in order to ensure that all the licensed enterprises and agents are highly qualified. c. Quality management Since the licensed products cover miscellaneous categories and are closely connected with the life of the consumers, a strict and perfect quality control system has to be established. Therefore, in accordance with the features of these trades as well as the relative regulations, the Organizer will appoint professional quality control department to carry out the third-party management over the environment and process of production and management as well as the product itself in order to guarantee that the licensed products and services will be in conformity with the concept and image of Expo 2010.

8.3.3 Event Management Event management is the commercial operation in which the Organizer uses activities related to Expo 2010 as resources to carry out market development and gain profit from it. Event management is closely related to all other aspects of the commercial operation and will be carried through the planning and implementation of Expo 2010. On the one hand, event management is not only an important means to promote the concept and image of Expo 2010, but also an important opportunity for the whole society to participate in and pay close attention to the Expo. The range and variety of the events, both in scale and content, will provide a platform for enterprises of various scale and type to participate in the Expo apart from the Expo 2010 sponsorship. On the other hand, the profits gained from the event management is helpful for the Organizer to compensate for the fund invested in the events. Therefore, after taking previous Expo experiences into consideration, the Organizer redefines the third original category of the Expo 2010 Sponsorship as a seperate Event Sponsors (for example, to name the event after the sponsor). This will encourage more enterprises to participate in the preparation and implementation work of the Expo, make Expo 2010 more splendid, and more attractive to the visitors. a. The content of event management The events of Expo 2010 will consist of pre-Expo events and Expo events. PreExpo events aim at establishing the Expo brand and promoting the awareness of Expo 2010, with the ultimate goal of attracting participants, sponsors and visitors. Pre-Expo events include a variety of domestic and international promotion events and thematic activities. The promotional events refer to all events related to the Expo or its preparation. Thematic activities refer to those concerning the theme of the Expo. Meanwhile, Expo events are organized to enrich the content of the Expo, including cultural events, festival events, forum of all types of themes and rewards presentation events. b. Business models of event management According to different types of events, the Organizer will design different business models of management, the major ones of which would be event sponsorship and management of TV relay. 199

Event sponsorship is a major form of event management. The event sponsors are the enterprises offering sponsorship for the events during the preparation and implementation of Expo 2010. The income of event sponsorship includes cash and VIK (products, service and technology), which may help to partake the cost of events. The return of rights and interests of the event sponsors should be consistent with Expo 2010 Sponsorship Plan to avoid any harm to the interests of the Expo sponsoring enterprises. The management of TV relay refers to that the authorized domestic and foreign TV telecasting organizations to give live relay to such time-efficient and enjoyable events as the opening ceremony, closing ceremony and other major events of Expo 2010. Instead of making profits, the purpose of TV relay is to draw more audience and to enhance the recognition of Expo 2010. Since the promotion of pre-Expo events will largely depend on these domestic and foreign TV telecasting organizations, they would ask for the right to free relay as a return. c. Revenue of event management Revenue obtained from event management will be directly used to offset the expenditure for conducting the event.

8.3.4 Ticket Sales and Marketing Ticket sales promotion is the most important source of the gross income of the business operation. It is one of the important indexes to final measurement of success of the Expo. Ticket promotion is an integrated project that requires the coordination of various departments, technology support and multi-sales channels. Hence, incorporating elements of various other plans and departments is extremely important to the successful execution of the event management plan. Notably, “visitors” should always be at the heart of every single detail of the plan in order to generate the best Expo experience. a. Classification and pricing of the tickets Tickets can be divided into daily tickets, weekly tickets, quarterly tickets and night tickets. The organizer will set the price of all types of tickets by taking the international pricing standard and the actual situation of China into consideration. Table 8-3: Type and Price of Tickets Type of ticket Sales during the Expo (RMB) Daily ticket

160

Weekly ticket

340

Quarterly ticket

650

Night ticket

40

b. Sales strategy The Organizer preliminarily designs the discount and other rebates for various types of tickets as follows in order to advocate the idea of “the earlier you buy the ticket,

200

the less you will pay and the more you can experience the Expo”. Table 8-4: Discount for Pre-sales Type of ticket

Pre-sales (RMB)

Daily ticket

128

Weekly ticket

272

Quarterly ticket

520

Night ticket

28

At the same time, to encourage mass purchase and take good care of the interest of special social groups, the Organizer will design different preferential prices for different visitors. Table 8-5: Preferential Price Visitor

Preferential rate

Adults

0%

Aged

20-50%

Youngsters

10-20%

Children

50-60%

Infants

Free of charge

Disabled

One accompanier free of charge

School group

50-60%, in addition, for ten students, one teacher gets a free ticket

Tourist Group 10-20%, in addition, for 20 tourists, one guide gets a free ticket It is predicted that 40 to 50 million tickets will be sold out. Considering the discount and preferential rate given to different visitors, the ticket revenue is predicted to reach RMB 6 billion. c. Organization and promotion of the sales Tickets will be distributed through three main types of channel: ticketing agents, direct sales through Internet and on-site sales. Ticket sales promotion will take advantage of pre-Expo events and the awareness developed by the marketing of the Expo 2010 brand. Since the expected visitors of Expo 2010 would be of large quantity, and the presale period would start 2 years ahead of the Expo, the Organizer would establish wellfunctioned computer network of sales control system and closely connect it with the information system of on-site management and visitor consultation in order to guarantee the consistence between ticket sales and on-site management. Details of the ticket sales plan of Expo 2010 will be described in Participation 201

Guideline.

8.3.5 Ground Leasehold a. Venue leasing in the Expo site During Expo 2010, personal consumption of visitors within the enclosed area will consist of two parts: catering services and shopping. According to a research report by DTZ Debenham Tie Leung Ltd., a famous international real estate agent, the total consumption within the enclosed Expo Park will amount to around RMB 3,750 million (around USD 465 million), of which catering services and commodity sales account for 78.3% and 21.7% respectively. The calculation is based on the total sales of consumer goods in China from 2002 to 2004, the statistics of consumption in the central tourist area in Shanghai during the same period and consumption variables leading up to the year 2010, the estimated number of visitors to Expo 2010 and the difference of consumption between domestic and overseas visitors. The research report reveals that, in the enclosed Expo Park, per capita expenditures of domestic visitors on catering services and goods will be around RMB 49 (around USD 6.07) and around RMB 37 (around USD 4.58) respectively, and those of overseas visitors will come to around RMB 79 (around USD 9.79) and around RMB 49 (around USD 6.07) respectively. The above visitor demands will be satisfied with the specialty foods and cuisines and commodities that participants provide in their pavilions and other public commercial facilities within the Expo Park. According to the usual practices of previous World Expositions, every official participant may allocate not more than 20% of their exhibition space for the sales of specialty foods and other goods. The commercial venue involved in the plan refers to all venues used for food and beverage (as well as retail and others) business within the enclosed area of the Expo site. According to the site plan, an area of around 100,000 m2 will be available for catering to services, shopping and other commercial services for participators and visitors. During the Expo, rich and multi-layer services of food & drink and recreation within this ground will offer greatest convenience for both the participators and visitors of the Expo. To meet the great demand on food & drink and shopping possibly brought by the future flow of people in the Expo site, business ground is divided into two large sections: one for food & drink and the other for shopping. The former is estimated to command an area of 820,000 m2, on which there would be characteristic restaurants, gourmet food square, snack bar, fast food booth, cafeteria, teahouse, dessert booth and large restaurants; the latter is estimated to command an area of 180,000 m2, on which there would be various retailers of licensed products, speciality shop and convenience stores. The Organizer will charge the commercial venue leasing rent and the royalty of sales revenue, the total income of commercial venue leasing rent will be approximately double the total royalty of sales revenue. Table 8-6: Revenue Forecast of Venue Leasing and Royalty of Sales Revenue Area of venue to be leased (Thousand square meters) 202

100

Average rent per square meter (RMB)

1,460

Add up of the revenue for venue leasing (million RMB)

146

Royalty of sales revenue (million RMB)

73

Total (million RMB)

220

b. Pavilion renting Foreign national pavilions, to be grouped and clustered by the Continent a particular participation country belongs to, will include 3 types: Type 1, Pavilions designed and built by official participants; Type 2, Pavilion structures built by the Organizer and rented to participants; Type 3, Joint Pavilions constructed by the Organizer offering covered space to developing nations. For Pavilions designed and built by official participants, the allocated sites to official participants are open space provided free of charge. As to detailed estimated building cost of the pavilions, please refer to the Appendix of part 4 “Preliminary Guideline for Pavilions of Official Participants”. For Pavilion structures built by the Organizer and rented to participants, rental breakdowns are shown as follows: In case of leasing the pavilion structures with an area of 500 m2/1,000 m2, the participants will need to pay a rental rate at 4,100RMB/m2; In case of leasing the pavilion structure with an area of 2,000 m2, the participants will need to pay a rental rate at 3,900 RMB/m2. BIE member countries will be entitled to a discount of 15% on rental costs. In Joint Pavilions constructed by the Organizer，covered exhibition space will be offered to developing countries free of charge. Table 8-7: Revenue Forecast of Pavilion Leasing Area of pavilion construction

Pavilions for official participants (thousand square meters) Pavilions for enterprise (thousand square meters)

Rent per square meter (RMB)

30 25 4,000

Add up of revenue for pavilion leasing (million RMB)

220

Other information about pavilion renting will be provided in the relevant Special Regulations. According to the practice of past Expos, participants are requested to submit a certain percentage of their royalty fee earned from business activities in the pavilions. Based on the forecast number of visitors to Expo 2010, the estimated total income of food/beverage and retail facilities will reach RMB 3,750million. The actual percentage of boutique and food/beverage accounts for 80% and 20% respectively. Calculated based on area percentage, the sales volume of business activities in the pavilions accounts for 1/3 of all commercial activities on the Expo site. According to above-mentioned amount and the usual practice of royalty percentage, the estimated royalty amounts of participant’s business activities are as follows:

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Table 8-8: Royalty Rate and Amount for Business Activities within the Pavilion Contents

Ratio

Boutique

15%

Fast food (take-out) Food Cafeteria-style & drink High-class restaurant

15% 10% 5%

Turnover forecast (million RMB) 250

Royalty forecast (million RMB) 37.5

1,000

80

1,250

117.5

Calculation based on 8% average

Total

The BIE member countries will be given a 3% discount. Participants from developing countries will not be charged royalties on the turnover derived from the commercial activities within their pavilions.

8.3.6 Other Items of Business Operation Apart from the above-mentioned things, the business operation of Expo 2010 also includes Expo commemorating postal collections and other items. The purpose of issuing commemorating postal collections of Expo 2010 in China is to publicize and promote Expo 2010. According to China’s relative laws, regulations and policies, postal collections can only be issued by China’s postal department as planed, so it will not bring any income of business operation for the Organizer.

8.4 Pricing Strategy For the visitors, the Organizer will set down flexible, operable and multi-layer pricing policies. For participants, the Organizer will set down unified pricing frame. Except for the monopolized services regulated in the Participation Contract that will be uniformly priced according to the public price of Shanghai, the hosting city, the price of other products and services in the Expo site would be strictly controlled by the Organizer in order to eliminate any form of price manipulation.

8.5 Expected Income of Business Operation Table 8-9: Expected Income of Business Operation Item of Commercial Operation

Amount (million RMB)

Expo 2010 sponsorship

2,900

Licensed product management

150

Ticket sales

6,000

204

Commercial venue leasing Royalty of sales revenue from Venue leasing & commercial venue royalty of sales revenue Pavilion leasing Royalty of business activities inside the pavilion Total

147 73 220 120 9,610

8.6 General Schedule of Business Operation The selection of the partners and the senior sponsors for Expo 2010 sponsorship will start from the beginning of 2006 and finish in December, 2009. The cooperation with the partners and the senior sponsors will last till the end of the Expo. Licensed product management will start from the beginning of 2006, run through the whole process of the preparation and the hosting of the Expo, and possibly go on as a brand management project after the close of the Expo. The pre-Expo activity management will start from the beginning of 2006, and last till the opening of the Expo; the Expo activity management will run through the duration of the Expo. The sales of the tickets will be divided into three stages: from May 1st, 2008 to April 30th, 2009 will be the pre-sales to companies; from May 1st, 2009 to April 30th, 2010 will be the pre-sales to the general public; from May 1 st, 2010 to October 30th, 2010 will be the on-site sales. The acquisition of commercial venue and relative operational work will start from January, 2009 and last till the end of the Expo. The leasing of the pavilions will be carried out along with the acquisition of participants, and the income of pavilion rent will be acquired during the Expo.

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9. Legal Documents 9.1 General Regulations Section I General Provisions

Article 1　Title, Theme and Category 1. An international registered Exposition shall be held in the city of Shanghai, the People’s Republic of China. 2. The title of this Exposition shall be “The World Exposition Shanghai China 2010” (hereinafter referred to as “the Exposition”). The short title shall be “Expo 2010”. 3. The theme of this international registered Exposition shall be “Better City, Better Life”. The topic has its origin in the thousands of years of human civilization. In the meantime, selection of the theme is the continuity of the 154year tradition of the World Expo, whose theme always reflects a common concern or interest of mankind at a particular historical stage. City is the crystallization of human civilization. Just as the American social philosopher Lewis Mumford put it, “the city is a special structure which, fine and compact, has been designed to preserve the fruits of human civilization.” Many western languages derived their versions of “Civilization” from the same Latin word “Civitas” (meaning “City”), and it is by no means a coincidence. By virtue of its embracive and regenerating nature, the city has played a significant role in the perfection of order in the human society, the fusion and evolvement of cultures and the accumulation of wealth. Created by the human, the city has rewarded the human with a rich, exquisite and wonderful life. There is no denying , however, that the city today, due to its high-density living pattern, is faced with a series of challenges, such as spatial conflicts, cultural collisions, resources shortage and environmental degeneration. With the fast urbanization of human society going on, how to improve the functioning of cities as the major carrier and mechanism of modern human life, and how to build a harmonious relationship between cities and their rural hinterland - these are increasingly becoming global agendas. As a super-large city in the Asia-Pacific region, Shanghai, China was honored, at the turn of the century, with the opportunity of playing host to the Exposition, the very first Expo in history with a theme on cities. The display of urban development and ideal urban life, as well as the understanding of the theme and exchanges regarding the theme, are conducive to the evolution of new models of urbanization, economic globalization and rural-urban integration and to the 206

building of an environment-friendly city and a harmonious life. They may also help attract the attention of people from all walks of life in various countries to the settlement of problems facing the city and provide their rich imagination and all-round consideration about the future of humankind and the future of the city. In accordance with the above-mentioned concept, the content of the theme is elaborated in the following sub-themes: ·Blending of diverse cultures in the city; ·Economic prosperity in the city; ·Innovation of science and technology in the city; ·Remodelling of communities in the city; ·Interaction between cities and villages. The definition of the theme of the Exposition, as well as the details of its development shall be specified in Special Regulation No.1 referred to in Article 34 of the present Regulations. 4. The Bureau International des Expositions (hereinafter referred to as “the BIE”) has registered this Exposition at the 138th session of its General Assembly, in accordance with the provisions of the Paris Convention of November 22nd, 1928 Relating to International Exhibitions, as amended (hereinafter referred to as the “Convention”). Article 2　The Site The site for the Exposition is a stretch of land on both sides of the Huangpu River in the city of Shanghai. The enclosed site (excluding water surface area) will cover an area of 3.22 square kilometers. Article 3　Duration The Exposition shall open on May 1st, 2010 and shall be closed on October 31st, 2010. In the event of one or more visiting days being organized before the official opening date, for special categories of guests such as media representatives, the dates for these shall be fixed with the agreement of the Steering Committee of the College of Commissioners General.

Section II Government Authorities in the Organizing State Article 4　Government Authority Responsible for the Exposition The Exposition shall be under the authority of the National Organizing Committee of the World Exposition Shanghai China 2010 of the People’s Republic of China, a signatory government of the amended Convention of November 22nd, 1928, who shall be responsible for preparing or undertaking the legal, financial and other measures necessary to ensure the success and prestige of the Exposition. The National Organizing Committee shall exercise its authority and its control over the Exposition through the Commissioner General of the Exposition. 207

Article 5　The Commissioner General of the Exposition The Government of the People’s Republic of China shall appoint a Commissioner General of the Exposition. The Commissioner General of the Exposition shall represent the government in all matters related to the Exposition. He shall be responsible for ensuring that the commitments taken vis-à-vis the BIE and participants are duly honoured. He shall ensure that the program of work is respected and that the general provisions of the General Regulations and Special Regulations are carried out. He shall exercise disciplinary powers over the Exposition, and, in this capacity, he is authorized to suspend or stop any activity, and to effect at any time the withdrawal of items of whatever origin which are incompatible with the proper standing of the Exposition and which are likely to be a risk or liability. If the Organizer （for the definition of the “Organizer”, please refer to Article 8 of the present Regulations） or the Commissioner General of Section should contest the decision of the Commissioner General of the Exposition, the provisions set out in Article 10, which the parties have promised to respect, shall be applied. This recourse has the effect of putting the decision in abeyance except where a matter of security is in question. The Commissioner General of the Exposition may, under his own responsibility, delegate the exercise of his powers to his co-workers. It is possible that one or more Deputy Commissioners General should be appointed according to the requirements of the Exposition. The Commissioner General of the Exposition may not carry out any function or mission on the Organizer’s behalf, unless these functions, in law and in fact, are purely disinterested and non-profit making. Article 6　 Relationship between the Commissioner General of the Exposition and the Bureau International des Expositions The Commissioner General of the Exposition shall communicate to the BIE as soon as he receives such information, the decisions taken by Governments regarding their participation, and more particularly the documents whereby Governments notify the Commissioner General of their acceptance, the nomination of Commissioners General of national sections, sites selected by participating countries, etc. and, as soon as they have been signed, the Participation Contracts. The Commissioner General of the Exposition shall submit to the BIE, within the periods specified in Article 34, hereunder, the texts of the Special Regulations. He shall keep the BIE fully informed, chiefly by reporting at each of its sessions, of all developments and progress relating to the preparation of the Exposition. He shall ensure that the use of the BIE flag complies with the regulations laid down by the BIE. He shall welcome the delegates sent by the BIE on official missions to the Exposition. The Commissioner General of the Exposition shall ensure that the Organizer indicates by all suitable means and particularly by mentioning it on all documents, that the Exposition has been registered by the BIE. The Commissioner General of the Exposition shall communicate to the BIE, in due 208

time and for the information of the participants, the legislations, statutes, directives, policies or other texts adopted by the organizing state and local public authorities, in order to facilitate the participation of foreign states and ensure the success of the Exposition. The Commissioner General of the Exposition shall agree with the BIE, on the methods and procedures by which the percentage of 2%, in accordance with the BIE regulations, of the total receipts deriving from ticket sales at the Exposition is to be paid to the BIE (hereinafter referred to as “Royalty on Gate Money”). Article 7　College of Commissioners General / Steering Committee At the earliest possible opportunity, the Commissioner General of the Exposition shall convene a meeting of Commissioners General of Section representing the participating countries to nominate a Chairperson and a Steering Committee to represent them, to consider matters of mutual interest, and to exercise the powers laid down in Article 10 hereunder. When the number of states officially participating doubles after the elections, the elections shall be considered no longer valid, and new elections shall be held. Should the Chairman of the Steering Committee be prevented for any reason from fulfilling his responsibilities, he shall delegate his powers to another member of the Steering Committee. The rules governing the functioning of the Steering Committee shall be set out in Special Regulation No. 3 referred to in Article 34 of the present Regulations. Article 8　Exposition Organizer Under the authority of the National Organizing Committee and the Executive Committee, the preparation, organization, operation and management of the Exposition shall be the responsibility of Bureau of Shanghai World Expo Coordination (hereinafter referred to as “the Organizer”). The Organizer shall also assist the Commissioner General of the Exposition in his work. The Commissioner General of the Exposition shall communicate to the BIE, for the information of the participants and the formal records of the BIE, a report regarding the organizational structure, responsibilities and authority, etc. of the Organizer. The Government of the People’s Republic of China shall, in accordance with Article 10 of the Convention, guarantee the fulfillment of the functions and responsibilities of the Organizer.

Section III Official Participants Article 9　Official Participants 1. Official participants are those foreign governments and international organizations that have accepted an official invitation from the Government of the People’s Republic of China to participate in the Exposition. The Government of any nation participating in an international exposition shall be represented by a Commissioner General of Section 209

accredited to the Government of the People’s Republic of China. Any participating international organization may also appoint a Commissioner General of Section. Official Participants shall each conclude a Participation Contract with the Organizer. The Participation Contract shall be signed by the Commissioner General of Section and a representative of the Organizer, and counter signed by the Commissioner General of the Exposition. The Commissioner General of Section is solely responsible for the organization and operation of his national section, which includes all the exhibitors and the managers of the commercial activities referred to in Chapter III of Section IV hereunder, but not the concessionaires referred to in Section V. The Commissioner General of Section shall guarantee that the members of his national section shall abide by the regulations issued by the Organizer and approved by the BIE. In order to enable the Commissioner General of Section to carry out his responsibilities, he shall be entitled to the advantages listed in Special Regulation No.12, referred to in Article 34 of the present Regulations. The personnel of the foreign national sections shall benefit from the accommodation facilities listed in Special Regulation No.6, referred to in Article 34 of the present Regulations. 2. All official participants shall abide by the same rules as regards both their rights and obligations. The Organizer shall not permit any exemptions of this Article, except for those technical and financial support granted to developing countries. Information relating to the financial assistance for developing countries will be detailed in Special Regulation No.2 and relevant Participation Guidelines to be established by the Organizer with the cooperation of the BIE. Article 10 Settlement of Disputes Any disputes between an official participant and, either another official participant, or the Organizer, shall be settled in the following manner: 1. If the dispute concerns the interpretation of the present General Regulations, the Special Regulations or the Participation Contract, considered in the light of the Convention or the compulsory rules of the BIE, the Steering Committee of the College of Commissioners General shall be arbitrator after having, if the case arises, sought the opinion of the President of the BIE who, with the assistance of the Vice-President concerned and the Secretary General, shall make a recommendation. The Commissioner General of the Exposition or the Organizer may also seek the opinion of above mentioned. The decision of the Steering Committee is immediately applicable and without recourse. During its next session the General Assembly of the BIE shall make known whether it approves the interpretation of the Steering Committee of the College of Commissioners General. Its approval shall thus constitute a precedent applicable to similar future cases; otherwise, it shall indicate the interpretation which should have been given. 2. If the dispute concerns products exhibited, the Steering Committee shall inform 210

the College, according to paragraph 3 of Article 19 of the Convention. 3. If the case must be resolved by the Commissioner General of the Exposition according to the provisions of these General Regulations, each party may demand that advice of the Steering Committee be sought beforehand. 4. For any other dispute each party can demand arbitration: －In the first instance, from the Commissioner General of the Exposition alone; － In the second instance, from the said Commissioner General deciding after consultation with the Steering Committee of the College of Commissioners General; － In the third instance, from the Steering Committee of the College of Commissioners General. The ruling shall be made by any party having chosen the highest level. 5. The above mentioned ruling must be made within ten days. Otherwise, the dispute － if it falls under paragraph 1, 3 or 4 above － shall be brought before the College of Commissioners General which shall decide within five days. Otherwise, the request of the party which brings up the dispute shall be considered unjustified.

Section IV General Conditions of Participation Chapter I Admission Article 11　Admission of Items and Exposition Materials Only those items and Exposition material which relate to the theme as described in Article 1 of the present Regulations of the present Regulations shall be admitted to the Exposition. The origin of these products shall comply with the provisions of Article 19 of the Convention. The procedure for compliance with the theme of the Exposition shall be described in the Special Regulation No.1, referred to in Article 34 of the present Regulations. Article 12　Admission of Exhibitors The exhibitors in a national section shall be selected by the Commissioner General of the Section and come under his sole authority. Any exhibitor who does not come under any section shall deal directly with the Organizer, who shall inform the Government of the State of origin of the exhibitor concerned of his intention as soon as contact is established with such exhibitors. Article 13　Exhibition Pavilions There shall be the following categories of Exposition pavilions: 211

1. Pavilions to be designed and built by Participants themselves on an open space provided by the Organizer free of charge. The plots include outdoor exhibit space. 2. Stand-alone Pavilions built by the Organizer and rented to Participants. Limited outdoor exhibit space is provided free of charge. There will be 15% of discount for the BIE member countries for this type of pavilions. 3. Joint Pavilions built by the Organizer and offered to the developing countries free of charge: Limited outdoor exhibit space may also be included at no cost, depending on the location of the joint pavilion. 4. Theme Pavilions built by the Organizer with the voluntary participation of official and non-official participants. These shall include outdoor exhibit space. 5. Pavilions of Non-official Participants built by the Participants or built and rented by the Organizer according to the conditions set out by the Commissioner General of the Exposition. Open exhibit space may be included. *

Chapter II Sites - Installations - Charges Article 14　Sites The total usable space which is placed at the disposition of the foreign national sections shall be at least equal to the space allocated to the section of the host country. If, however, this space has not been fully allocated 24 months before the opening of the Exposition, the Organizer shall recover the right to dispose freely of the unreserved space. The lots required by the official participants to erect their own pavilions shall be made available by the Organizer free of charge. For individual pavilion structures built by the Organizer, a standard rental fee shall be charged on a square meter basis. Alterations and custom-built elements shall be the responsibility of the participant. The Organizer shall provide to the developing countries covered exhibition space free of charge within Joint Pavilions. Confirmation of the allocation of space to official participants shall be subject to the approval of the proposed Theme Statement as specified in Special Regulation No.1, referred to in Article 34 of the present Regulations. Details regarding pavilion construction, rental cost for stand-alone Pavilion structures built by the Organizer, as well as procedures for alterations and custom-built elements done by the Organizer shall be described in Special Regulation Nos. 2 and 4, referred to in Article 34 of the present Regulations. Article 15　General Services The Organizer shall provide at the expense of each participant, the services of gas, electricity, telecommunications, water inlets and outlets, garbage removal, etc. Rates charged for such services shall conform to local rates. 212

Participants shall carry out all the cleaning, maintenance, garbage disposal, and * SEE DETAILS IN THE APPENDIX OF PART 4: PRELIMINARY GUIDELINES FOR PAVILIONS OF OFFICIAL PARTICIPANTS

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other activities ordinarily required for the operation of their sites. Should a participant fail to do so, the Organizer is authorized to carry out these activities itself and charge all expenses incurred therefrom to the participant in question. The terms for the provision of general services shall be described in Special Regulation Nos. 4, 5 and 10, as referred to in Article 34 of the present Regulations. Article 16　Buildings and Installations No participant may make alterations within the Exposition grounds without the Organizer’s prior approval of the project. Earthworks, landscaping and all improvements around the buildings are also subject to prior approval by the Organizer. Similarly, improvement plans drawnup by the Organizer may not be modified unless the participants concerned are in agreement, or permission has been granted by the Steering Committee of the College of Commissioners General. The conditions for all construction and improvements shall be set forth in Special Regulation No.4 referred to in Article 34 of the present Regulations. The conditions for the installation and operation of any machines, apparatus or equipment, shall be set forth in Special Regulation No.5 referred to in Article 34 of the present Regulations. Article 17　Occupation of the Sites and Completion of Works Actual construction work shall be completed by November 1 st, 2009, internal conversion and finishing work by February 1st, 2010 and the installation of exhibits by April 24th, 2010. In order that such a timetable be honoured, lots for construction shall be handed over to participants before November 1st, 2007; Stand-alone Pavilion structures before May 1st, 2009; and exhibition space in Joint Pavilions before November 1st, 2009 and the entry of items to be exhibited shall be authorized as from December 1st, 2009. The lots allocated to participants for pavilion construction must be vacated and restored to good condition by May 1st, 2011 at the latest, with the following exception: pavilions constructed by participants may be preserved after the Exposition provided that specific arrangements in this regard have been made, prior to construction, between the Organizer and the participants concerned. Stand-alone Pavilion structures must be vacated and restored to their original condition by December 31st, 2010. Exhibition space within Joint Pavilions must be vacated and the premises restored to their original condition by November 30th, 2010. Article 18　Exhibits No exhibit or part thereof may be removed from the Exposition without the permission of the Commissioner General of the Exposition. If a participant is unable to fulfill his commitments towards the Organizer, the Commissioner General of the Exposition may proceed at the closing date of the Exposition and at the participant's cost and risk, with the dismantling, removal, storage, attachment and sale of the participant's goods located within the Exposition grounds, with 214

the exception of items considered as national heritage or of a nature of public property. The amount due to the Organizer of the Exposition shall be deducted from the proceeds of such sale.

Chapter III Commercial Activities and Miscellaneous Article 19　General Provisions Commercial or other activities carried out in the national sections must be authorized in accordance with these General Regulations, or by the Participation Contract or by the Commissioner General of the Exposition. An official participant may avail himself of any special benefits obtained by another official participant. Such activities fall exclusively within the jurisdiction of the appropriate Commissioner General of Section. If these commercial or other activities give rise to the payment of royalties, under the terms laid down in the Participation Contract, these royalties shall be collected by the Commissioner General of Section. The space devoted to commercial activities and accessible to the public must not exceed 20% of the total covered floor in order to ensure that the national presentation complies with the provisions in Article 1 of the Convention. Article 20　Commercial Activities In accordance with the conditions set out in Special Regulation No.9 referred to in Article 34, official participants may open restaurants in which the national food of their country shall mainly be served. In accordance with the conditions laid down in the said Special Regulation No.9, referred to in Article 34 of the present Regulations, official participants may sell to the general public photographs, including slides and postcards, sound and video recordings (on films, CD’s, DVD’s or other electronic media), books and stamps from their countries. Subject to the Organizer’s approval, official participants may also sell a limited types of articles which are truly representative of their respective countries. Such articles may be replaced during the course of the Exposition. Items exhibited in the national sections, as well as materials used to install presentations may be sold and ready for delivery after the Exposition closes; by so doing the exhibitor shall relinquish his right to the benefit of temporary entry and shall be subject to taxation and customs regulations. No dues shall be payable to the Organizer on such sales. In the case where the Organizer has granted exclusive commercial rights to certain suppliers for the sale of goods or services, these rights must not be allowed to hinder the commercial activities of the official participants, whether these activities are restaurants or the sale of articles included in the national sections. Concessions made by the Organizer should respect the principle of nondiscrimination between nationals and foreigners, avoid all risk of imbalance between the number and nature of concessions and the eventual number of visitors, and all excesses of 215

commercialization leading to the distortion of the goal of an international Exposition, as established by the BIE. Article 21　Catering Services for Personnel Any national section may organize a restaurant and refreshment services for the exclusive use of its own personnel. These activities shall not require the payment of any dues to the Commissioner General of the Exposition or to the Organizer. Article 22　Distribution of Free Samples Subject to the approval of the Commissioner General of the Exposition, Commissioners General of Section or exhibitors coming under their authority may distribute free samples of their products or allow their foodstuffs to be tasted free of charge, within their own section. Article 23　Entertainment and Special Events Official participants may arrange shows, special events, presentations or meetings related to the theme of the Exposition. Conditions in each case shall be agreed mutually between the Commissioner General of the Exposition, the Organizer and the Commissioner General of Section. Article 24　Publicity 1. Participants may place signboards, posters, notices, printed matter and similar material on their stands or in their pavilions. 2. The use outside the stand or pavilion of any publicity material shall be subject to the prior approval of the Commissioner General of the Exposition. The Commissioner General of the Exposition may request the removal of any such material for which he has not given approval. 3. Brochures and leaflets may only be distributed within the enclosure of the section. 4. All publicity concerning special events. on the site must be authorized by the Commissioner General of the Exposition. All noisy advertising is prohibited. 5. The name, image, logo, marks, mascots, content, etc. of the Exposition may not be used either inside, or outside the Exposition site, without prior approval of the Organizer, whether for commercial purposes or not, be they in the form of boards, signs, printed publications, photos, drawings, electronic images, internet or any other form. 6. The Participants may use the Symbols of the Exposition solely for noncommercial purposes directly related to the Exposition after having concluded the Participation Contract with the Organizer and receiving the permission of the Commissioner General of the Exposition. This right of use is not transferable.

Chapter IV Common Services Article 25　Customs Regulations

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In accordance with Article 16 of the Convention, and its appendix concerning Customs regulations and the Customs system to which it shall refer, Special Regulation No.7 as set out in Article 34 of the present Regulations shall determine the appropriate Customs regulations to be applied, as necessary, to goods and articles of foreign origin intended for the Exposition. The Government of the People’s Republic of China shall take the necessary measures related to the Customs Annex of the Convention. Article 26　Handling and Customs Operations Exhibitors may carry out freely all handling and customs operations; however, the Organizer shall inform them of the names of those agents whom he has approved as being competent for this purpose and over whom he exercises a control. Each exhibitor must handle his own on-site acceptance of goods and the reshipment of crates as well as the inspection of their contents. If exhibitors and their agents are not present when the crates arrive within the Exposition grounds, the Commissioner General of the Exposition can have them warehoused at the risk and expense of the interested party. Article 27　Insurance 1. Insurance of persons. A. Compulsory insurance required by the law. － Workman’s compensation. Each Commissioner General of Section must insure his personnel and the personnel of his exhibitors against accidents at work in accordance with the conditions laid down in Special Regulation No.8, referred to in Article 34 of the present Regulations. － Motor insurance. In accordance with the laws and regulations in effect in China, all vehicles belonging to national section or other official participant, its members, its employees, its exhibitors and, more generally, to any person coming under the authority in any capacity of a Commissioner General of Section must be insured against the damage they may cause to third parties under the conditions laid down by Special Regulation No.8, referred to in Article 34 of the present Regulations. B. Compulsory insurance required by the present regulations. － Civil liability. The Organizer shall underwrite a group policy covering the risks involving his civil responsibility and listed in Special Regulation No.8 referred to in Article 34 of the present Regulations. This insurance policy shall be taken out with the underwriter offering the most favorable terms. The costs incurred shall be determined on a pro-rata calculation of the area occupied by each exhibitor. All official participants may choose whether to take out coverage from this group policy or to provide evidence that they have taken out a policy with another insurance company approved by the Commissioner General of the Exposition covering the same risks.

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2. Insurance of goods. A. Goods belonging to the government of the host state or the Organizer. Subscription to any insurance against theft, deterioration or destruction of such goods (building, furnishings, equipment and other items), shall be the sole responsibility of the owner, and may not be passed on to an official participant in the form of a surcharge on the rent payable, even if the official participant obtains permanent or partial coverage from such an insurance. B. Goods belonging to official participants. Insurance of such goods (buildings, furnishings, equipment, personal property and other such items) against the risks of theft, deterioration or destruction of these goods, shall be the sole responsibility of the owner of these goods. C. The Commissioner General of the Exposition, the Organizer, the Commissioners General of Section and their exhibitors mutually waive any claim which they may be entitled to make against each other as a result of material damage caused by fire or other accident. Such a claim would not be waived in the case of foul play and/or willful misconduct and/or gross negligence of the other party. This waiver should take effect automatically for each Commissioner General of Section as from the date his Participation Contract enters into force. All contracts relating to the insurance of buildings, furnishings, equipment and any other items belonging to the persons mentioned in the previous paragraph, whether they take the form of a contract for the extension of coverage under a group policy or of a separate policy, must explicitly mention this waiver, which shall also be mentioned in the Participation Contract. 3. Other insurance. The Organizer may provide participants with his assistance wishing to take out additional insurance against other risks. 4. Special Regulation No.8, referred to in Article 34 of the present Regulations, shall set out clearly all conditions for insurance-related matters, in addition to those set out in this Article, and including applicable insurance obligations under the laws of China. Article 28　Security In accordance with the conditions laid down in Special Regulation No.10 referred to in Article 34 of the present Regulations, the Organizer shall set up an overall security system to maintain peace and security, to deter violations of the law and to enforce the regulations. Commissioners General of Section may, under the conditions laid down in the Special Regulation No.10 mentioned above, arrange special security of their respective sections. Article 29　Catalogue 1. Each participant shall cooperate with the Organizer as regards all publication, production, communication, etc., appropriate to the promotion of the Exposition. The 218

contents of such material are subject to the approval of the Commissioner General of Section concerned. 2. The Commissioner General of each section shall be entitled to have printed and published, at his own expense, an official catalogue of the items on display in his section. Article 30　Admissions to the Site 1. The conditions of admission are laid down by Special Regulation No.13 referred to in Article 34 of the present Regulations. 2. The Organizer, with the agreement of the Commissioner General of the Exposition, shall determine the entrance fees for the Exposition. No other entrance fee may be charged inside the Exposition without the approval of the BIE. 3. Standing invitations or invitations for a limited period, complimentary entrance cards for exhibitors or concessionaires and employees' service cards shall be issued in accordance with the conditions laid down in the Special Regulation No.13 mentioned above.

Chapter V Intellectual Property Article 31　General Provisions Special Regulation No.11, referred to in Article 34 of the present Regulations, on the protection of intellectual property rights and copyrights shall specify: - the position of the Chinese Government with regard to: of September 9th, 1886 on the Protection of Literary and Artistic Works; of September 6th, 1952 on Author’s Rights; Paris Convention of March 20th, 1883 on the Protection of Industrial Property; － Related laws and regulations applicable in China; － Special measures applicable to the Exposition. Security personnel shall be instructed not to allow anyone to draw, copy, measure, photograph and cast, for profit-making purpose, items on display in the Exposition without the written permission of the exhibitor. Article 32　Photographs or Other Visual Materials of the Exposition The reproduction and sale of views of the pavilions of each official participant must be approved by the Commissioner General of the section concerned. However, the Organizer reserves the right to authorize the reproduction and sale of photographic or other views of the Exposition. Participants may not object to such reproduction or sale.

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Chapter VI Awards Article 33　Awards In accordance with Articles 23 and 24 of the Convention, the judging and ranking in order of merit of exhibits shall be entrusted to one or more international juries whose rules of operation shall be laid down in Special Regulation No.14, referred to in Article 34. The members of the jury are excluded from the competition. If a national section or an exhibitor has decided not to take part in the competition, the Commissioner General of the section shall inform the Commissioner General of the Exposition to this effect.

Chapter VII Special Regulations Article 34　List of Regulations and Time Schedules The host government shall submit to the BIE for approval, the drafts of the Special Regulations. These regulations shall, in particular, concern: 1. Special Regulation No.1 concerning the definition of the theme of the Exposition and the guidelines for the development of the theme by the Organizer and the participant; 2. Special Regulation No.2 concerning the conditions of participation in the Exposition; 3. Special Regulation No.3 concerning the rules for the functioning of the Steering Committee of the College of Commissioners General; 4. Special Regulation No.4 concerning construction or improvements, and fire prevention; 5. Special Regulation No.5 concerning the installation and operation of machines, apparatus and equipment of all types; 6. Special Regulation No.6 concerning the accommodation facilities for the personnel of official foreign sections; 7. Special Regulation No.7 concerning customs and handling, and any particular rates and charges; 8. Special Regulation No.8 concerning insurance; 9. Special Regulation No.9 concerning commercial activities by official participants; 10. Special Regulation No.10 concerning general services: － health and hygiene; － surveillance and security; － distribution of water, gas, electricity, heating, air-conditioning, etc.;

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－ telecommunications. 11. Special Regulation No.11 concerning intellectual property; 12. Special Regulation No.12 concerning the privileges and advantages of Commissioner Generals of Section and of their staff; 13. Special Regulation No.13 concerning admissions; 14. Special Regulation No.14 concerning the conditions governing the attributing of awards; 15. Special Regulation No.15 concerning communications and the promotion of the Exposition. The above regulations numbered 1 to 10 inclusive shall be submitted at least three years before the date of the opening of the Exposition. Those regulations mentioned under 11 to 15 inclusive shall be submitted at least one year prior to the opening of the Exposition. These regulations shall be communicated to the Steering Committee of the College of Commissioners General as soon as it has been formed. The Steering Committee shall study them and inform the BIE of its observations. All other regulations and directives which the Organizer may lay down for the requirements of the Exposition shall come into force only after being examined by the Steering Committee of the College of commissioner General. Notwithstanding the time schedules established for the approval of these Special Regulations, the Organizer shall make available early guidelines on costs or provisions necessary for assessing the financial implications of participation.

Section V Concessionaires Article　35 “Concessionaires” in the sense of these General Regulations are those who have been granted by the Organizer rights to conduct commercial activities within the Exposition site. Concessionaires shall conclude a Concessionaire Contract with the Organizer that covers the conditions for the commercial activities to be conducted within the Exposition site. The above provisions apply to concessionaires with the exception of those provisions which only concern official participants and which are the following: － Articles 6, 7, 9 and 10; － Chapter I of Section IV; － Article 14; 221

－ Chapter III of Section IV, with the exception of Article 24; － Chapters IV, with the exception of Article 27.II.C, and Chapter VI of Section IV; － the Special Regulations referred to in Article 34 under the numbers 1, 3, 6, 7, 9, 10, 12 ,14 and 15. The other conditions for participation shall be laid down in the concessionaire contract. They shall comply with the provisions of Articles 17, 18 and 19 of the Convention. Article　36 Individuals and firms whose countries are officially participating in the Exposition shall only be admitted as concessionaires subject to the agreement of the Commissioner General of Section of their country of origin, who may establish special conditions for their admission.

Section VI Indemnities in Case of Cancellation of the Exposition

Article　37 In the event of the renunciation of organizing a registered Exposition, the Organizer must compensate those countries who have accepted to participate, for expenses incurred and duly justified arising directly from their participation in the Exposition. Nevertheless, no compensation shall be due if the cancellation is caused by “force majeure” due to a natural disaster considered as such by the General Assembly of the BIE on the recommendation of the Executive Committee. Indemnities shall be set by the General Assembly, whose decision shall be final, on the proposition of the Executive Committee which had overseen the claim with the documents and evidence supplied by the host state, the Organizer and all other parties involved. Article　38 Moreover, the Organizer must compensate the BIE for the loss corresponding to the percentage of gate money for an amount established by the General Assembly according to the proposition of the Administration and Budget Committee. Article　39 The Organizer should undertake to fulfill the obligations defined by Articles 37 and 38 which shall be guaranteed by the state demanding the registration of the Exposition. The maximum amount of these indemnities shall be set before the registration by an agreement between the BIE on the one hand and the Organizer and the host state on the other hand. 222

These engagements shall form a part of the required documentation for registration.

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9.2 The Participation Contract PARTICIPATION CONTRACT Official Participant Between ____________, represented by ____________, Commissioner General of Section ( hereinafter referred to as “the Participant”), which has expressed its intention to participate in the World Exposition Shanghai China 2010 in reply to the invitation of the Government of China, on the one hand, and Bureau of Shanghai World Expo Coordination, represented by ____________ (hereinafter referred to as “The Organizer”), on the other hand, it has been agreed as follows :

Chapter I General Provisions

Article　1 The object of the present contract is to establish the terms on which —— shall take part in the World Exposition Shanghai China 2010 (hereinafter referred to as “the Exposition”). The General Regulations and Special Regulations of the Exposition, approved by the Bureau International des Expositions (hereinafter referred to as “the BIE”), are acknowledged as an integral part of the present contract and are binding on the contracting parties. The parties acknowledge the authority of the Commissioner General of the Exposition as it is defined in the Convention of November 22nd, 1928 as amended (hereinafter referred to as “the Convention”) and in the rules approved by the BIE, especially in Article 5 of the General Regulations.

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Chapter II The Participant’s Exhibit

Article　2 1. The Organizer shall make available to the Participant the spaces described below: (1) ________ square meters of building lot for construction of a pavilion, provided free of charge. ________ square meters of outdoor space for outdoor exhibits, provided free of charge. Or, (2) A Stand-alone Pavilion structure of ________ square meters, at a rent of _______ per square meter. All charges for alterations to the Stand-alone Pavilion structure and custom-built items shall be separately billed by the Organizer. ________ square meters of outdoor space for outdoor exhibits, provided free of charge. The rental term and schedule of payments shall also appear in Appendix 1 attached to this Contract and constitute part hereof. Or, (3) ________ square meters of exhibit area within a Joint Pavilion, provided free of charge. These spaces are identified in Appendix 1 of this Contract which constitutes part hereof. 2. Spaces shall be made available to the Participants as follows: － Lots for construction shall be made available before November 1st, 2007. － Stand-alone Pavilion structures shall be made available before May 1st, 2009. － Exhibition areas within Joint Pavilions shall be made available before November 1st, 2009. 3. The Participant agrees to present an exhibition related to the theme of the Exposition as described in the General Regulations and in Special Regulation No.1. The Participant shall set up an exhibition as described in the “Theme Statement” approved by the Organizer and attached to this Contract as Appendix II, which constitutes part hereof. 4. In accordance with the General Regulations and the Special Regulations, the Participant shall be responsible for the decoration, maintenance, management and cleaning of the spaces at its disposal. Article　3 1. For the duration of occupation by the Participant of the allocated space, the Organizer shall provide the Participant with the services such as gas, electricity, telecommunications, water inlets and outlets, garbage removal, etc., in accordance with Special Regulation No.10, referred to in Article 34 of the General Regulations. 225

2. The rates and the terms for the provision of these services shall be described in the same Special Regulation. Article　4 1. The Organizer shall provide the Participant with all necessary information regarding the relevant laws and regulations of China and directives or policies of the Chinese government and the local authorities that are applicable to the Participant for its participation in the Exposition. 2. Immediately upon request by the Organizer, the Participant shall submit to the Organizer the information and documentation regarding: - The number and qualifications of employees, etc. to be engaged in the preparation and implementation of the Participant’s exhibition; - The goods and supplies related to the Participant’s exhibition and which it intends to import. 3. The aforementioned and other exchanges of useful information constitute mutual assistance intended to facilitate the success of the Exposition and of each individual participation. Article　5 1. The Participant shall be solely responsible for the choice and installation of exhibitors in its national section as well as for the choice of all persons within that section. 2. The Participant shall require parties identified in the following paragraphs to comply with this contract, the General Regulations and the Special Regulations, as well as agreements based on the aforementioned regulations: (1) Exhibitors in the spaces allocated to the Participant, as well as their employees, etc. involved in duties related to the Participant’s participation in the Exposition; (2) Parties who are engaged in events or commercial activities for the Participant, and their employees, etc.; (3) Parties who are engaged in exhibit decoration, etc. of the spaces allocated to the Participant, and their employees, etc.; and (4) Except for those described in the (1) to (3) above, any other Participant' employees and agents. 3. The Organizer undertakes not to communicate with the persons mentioned above, except through the Participant. Article　6 1. The Participant hereby undertakes: (1) To keep its spaces open to visitors during the days and hours when the Exposition is open for the entire duration of the Exposition; (2) To authorize the Organizer to install, maintain and repair facilities necessary for the smooth operation of the Exposition within the spaces allocated to the Participant 226

without disturbing the Participant’s exhibits and at no costs to the Participant and (3) To restore the building lot allocated to the Participant to its original condition by May 1st, 2011 unless prior contractual arrangement has been made between the Participant and the Organizer for the building to remain after the Exposition – in such cases reference would be made to such agreement. To restore the Stand-alone Pavilion structures allocated to the Participant to their original condition by December 31st, 2010. To restore exhibit areas within Joint Pavilions to their original condition by November 30th, 2010. 2. Should the Participant fail to fulfill the above obligation, the Commissioner General of the Exposition shall be authorized to exercise the Organizer’s rights, under the terms of Article 18 of the General Regulations.

Chapter III The Participant’s Commercial Activities Article　7 1. The Participant may establish, within the premises made available to it under Article 2 hereof, restaurants open to the general public, where the cuisine of its country shall be served as defined in the relevant Regulations. The Organizer shall not receive any rent in respect of the space occupied by this restaurant, but the Participant shall pay monthly to the Organizer a royalty on the “Turnover” of the restaurant equal to assessed and payable as follows: (1) For higher priced restaurant providing full service meals seated at tables, served by waiters, waitresses and/or other restaurant personnel: －___ percent (

%) of all turnover.

(2) For middle priced restaurant providing buffet or cafeteria service with or without tables, cleaned up by restaurant personnel: －___ percent (

%) of all turnover.

(3) For automatic vending machines and carry-out food and drink: －___ percent (

%) of all turnover.

2. “Turnover” defined in this Article and in Article 8 below means the total amount charged to customers by the restaurants and product sales excluding Consumption Tax and other taxes billed directly to the customers during the entire duration of Exposition. 3. The Participant may also establish within the premises made available to it under Article 2 hereof, exclusively for the use of its personnel, a restaurant and refreshment service. The operation of such service shall not give rise to the payment of any royalty in favour of the Organizer (but in the case of stand-alone pavilion structures rented from the Organizer, the space which it occupies shall be included in the space rented pursuant to 227

Article 2 above). 4. The detailed terms and conditions related to the establishment of restaurants shall be set forth in Special Regulation No.9 referred to in Article 34 of the General Regulations. 5. The Participant that is a member of the BIE shall benefit from a ___ percent ( %) reduction on the above royalty rates. Article　8 1. The Participant may sell to the general public photographs, including slides, postcards, audio and visual recordings (on films, cassettes, compact discs and other electronic media), books and stamps relating to its country of origin or its organization. Subject to the Organizer’s approval, the Participant may also sell five different types of articles which are truly representative of its country or organization, with prior approval of the Organizer. Such articles may be replaced with prior approval from the Organizer during the course of the Exposition. 2. The Participant shall pay to the Organizer monthly a royalty on the “Turnover” from such product sales equal to ___ percent ( %) of all turnover. 3. The detailed terms and conditions relating to the sales of products in the preceding paragraphs shall be set forth in Special Regulation No.9 referred to in Article 34 of the General Regulations. 4. The Participant that is a member of the BIE shall benefit from a ___ percent ( %) reduction on the above royalty rates. Article　9 1. The Participant shall keep daily accounting records of its restaurant and commercial activities for which royalties have to be paid to the Organizer. Such records shall be kept in clear and complete form. The Participant shall permit the Organizer to have access to and the right to make copies of the accounting records of these activities so as to audit and verify the amount of turnover. 2. The Participant shall use only cash registers of the type designated by the Organizer. No sales shall be made on credit except by use of credit cards approved by the Organizer. All credit sales shall be recorded on the cash register in the same manner as cash sales. 3. The Participant agrees that the spaces devoted to all commercial activities shall not exceed twenty percent (20%) of the total covered exhibition spaces of its section. Details regarding the above shall be described in Appendix III. Article　10 1. The Participant is entitled to sell exhibited goods and materials used to install presentations, as well as other items used within its section at the end of the Exposition. 2. Such sales shall not give rise to the payment of any royalty in favour of the Organizer. By so doing, however, the Participant shall lose its right to the benefit of temporary import of goods and materials concerned and shall be subject to taxation and

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customs regulations, as defined in Special Regulation No.7 referred to in Article 34 of the General Regulations.

Chapter IV Benefits Granted to the Participants Article　11 Advantages granted to the Commissioner General of Section and other authorized persons shall be set forth in Special Regulation No.12. Article　12 1. The Commissioner General of the Exposition and the Organizer shall ensure that there are no obstacles to the entry and stay of the personnel of the Participant. 2. The Organizer shall provide assistance to the personnel of the Participant in the following areas: － accommodation; － health and insurance Article　13 The Commissioner General of the Exposition and the Organizer shall deal with the relevant governmental authorities so that they shall act in a manner conducive to the best success of the Exposition, particularly: － by establishing the offices necessary for the performance of customs business in the most convenient places; － by facilitating the entry of all goods and items of any type used for the exhibition of the Participant. － by relaxing, if necessary, the import quotas on the products sold in the section of the Participant, including its restaurant ; － by communicating a list of agents approved by the Organizer to deal with customs matters on the Participant’s behalf, for a specified charge. The Participant is in no way obliged to make use of the firms mentioned above. Article　14 The Organizer shall provide the Participant with a list of transport, handling and packing firms, of suppliers of products and items, and of contractors of all kinds, which are approved by the Organizer and which have undertaken to deal with the Participants on fair terms. The Participant is in no way obliged to make use of the firms mentioned above. The Commissioner General of the Exposition and the Organizer shall negotiate with the transport firms and their organizations for the purpose of obtaining the most favourable terms for the participants. 229

Article　15 In case of a dispute between the Participant and the Organizer, the parties agree to seek a settlement through the offices either of the BIE, if the dispute relates to the interpretation of the Convention of November 22nd, 1928 as amended or to the rules issued by the BIE, or of the College of Commissioners General or of the Steering Committee of said College, in any other case. Either party may also avail itself of the dispute resolution mechanisms provided for under Article 10 of the General Regulations. The Organizer acting to obtain the payment of a debt due, according to paragraph 2 of Article 18 of the General Regulations, can not seize objects belonging to the participating states when these objects are of a nature of public property or of national heritage according to the law of the concerned participating states.

Chapter V Entry into Force

Article　16 The Contract shall enter into force when it is signed by the Parties hereto, and countersigned by the Commissioner General of the Exposition. If the Contract shall be signed on different dates, then this Contract shall enter into force on the later date of signature. Article　17 Announcements of intentions and notices based on this Contract shall be made in writing. Announcements of intentions and notices under the preceding paragraph shall be addressed to the following: A _________________________ (Address of the Commissioner General of Section) B__________________________ (Address of the Director of the Bureau of Shanghai World Expo Coordination) The addresses in the foregoing paragraphs may be modified by notification to the other party. IN WITNESS WHEREOF, this Contract shall be prepared in duplicate and shall be

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signed by the Commissioner General of Section and the representative of the Organizer, each party retaining one copy. __________________ Commissioner General of Section

Dated:_________________________ ______________________________ Director of the Bureau of Shanghai World Expo Coordination

Dated:_________________________ Commissioner General of the Exposition, in respect of the principles of the Convention Relating to International Exhibitions of November 22nd, 1928, as amended, the provisions of the General Regulations of the Exposition, and of the laws and regulations in effect in China, guarantees the fulfillment of the obligations and responsibilities of the Organizer under this Contract. ______________________________ The Commissioner General of the World Exposition Shanghai China 2010 Dated: ________________________ Appendix 1: Plan of Space Allocated to the Participant Appendix 2: Theme Statement Appendix 3: Commercial Activities

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9.3 Special Regulation No.1 concerning the Definition of the Theme of the Exposition and the Guidelines for the Development of the Theme by the Organizer and the Participants Article 1　Purpose The purpose of this Special Regulation is, in accordance with Articles 1 and 34 of the General Regulations of the World Exposition Shanghai China 2010 (hereinafter referred to as “the Exposition”), and with the resolutions concerning the importance of the theme of International Expositions adopted by the 115th General Assembly of the Bureau International des Expositions (hereinafter referred to as “the BIE”) on June 8 th, 1994 and by the 118th General Assembly on December 13th, 1995, to define the theme of the Exposition and to set forth the measures for the development of the theme to be taken by the Bureau of Shanghai World Expo Coordination (hereinafter referred to as “the Organizer”) and the participants. Article 2　General Principles With regard to the theme of the Exposition, the Organizer and all participants shall comply with the General Regulations and the Special Regulations of the Exposition. The Commissioner General of the Exposition guarantees that the Organizer shall follow the theme in the presentations for which it is responsible. The Organizer shall assist participants and also provide coordination mechanisms in order to ensure that all participants follow the theme in their presentations. The Commissioner General of the Exposition shall have the final authority over all matters related to the theme of the Exposition. Article 3　Definition of the Theme The theme of the Exposition 2010 Shanghai is “Better City, Better Life”. The topic has its origin in the thousands of years of human civilization. In the meantime, the selection of the theme is the continuity of the 154-year tradition of the World Expo, whose theme always reflects a common concern or interest of man kind at a particular historical stage. City is the crystallization of human civilization. Just as the American social philosopher Lewis Mumford put it, “the city is a special structure which, fine and compact, has been designed to preserve the fruits of human civilization.” Many western languages derived their versions of “Civilization” from the same Latin word “Civitas”(meaning “City”), and it is by no means a coincidence. By virtue of its embracive and regenerating nature, the city has played a significant role in the perfection of order in the human society, the fusion and evolvement of cultures and the accumulation of wealth. Created by the human, the city has rewarded the human with a rich, exquisite and wonderful life. There is no denying , however, that the city today, due to its high-density living pattern, is faced with a series of challenges, such as spatial conflicts, cultural collisions,

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resources shortage and environmental degeneration. With the fast urbanization of human society going on, how to improve the functioning of cities as the major carrier and mechanism of modern human life, and how to build a harmonious relationship between cities and their rural hinterland - these are increasingly becoming global agendas. As a super-large city in the Asia-Pacific region, Shanghai, China was honored, at the turn of the century, with the opportunity of playing host to the expsition, the very first Expo in history with a theme on cities. The display of urban development and ideal urban life, as well as the understanding of the theme and exchanges regarding the theme, are conducive to the evolution of new models of urbanization, economic globalization and rural-urban integration and to the building of an environment-friendly city and a harmonious life. They may also help attract the attention of people from all walks of life in various countries to the settlement of problems facing the city and provide their rich imagination and all-round consideration about the future of humankind and the future of the city. Article 4　Development of the Theme The Exposition will illustrate the concept of “City of Harmony” from five perspectives, namely, culture, economy, science and technology, communities, and ruralurban linkages. It is obvious that the five perspectives, or sub-themes, are independent from each other, but closely interconnected at the same time. In the process of developing of the sub-themes both the historical and contemporary perspectives have been adopted. The connections between the sub-themes are also duly covered. 1. Blending of diverse cultures in the city Ever since its birth, the city has been accommodating the co-existence of different groups of people and different cultures, so the blend of diverse cultures is a special scene in the city. In the process of urban development, military conflicts, trade and migration have led to and even driven the collision and blending of multiple cultures, finally forming the unique style of each city. The style stems on the one hand from the cultural heritage and creative industries of the city, and on the other reflects the life style and value orientation of city inhabitants of all social sectors. Today, all countries in the world are paying more attention than ever to cultural freedom and cultural identity. In the climate of globalization, urban culture is subject to multiple impacts. For one thing, the prevalence of global or regional brands has led to the standardization of urban cultures, and the contact and collision between the relatively strong and weak cultures, between the foreign and the native cultures, and between the immigrant and the mainstream cultures, have never been more intense due to the free flow of information and people. Cultural diversity also means a harmony between the past and the future. The city is a key locus for heritage conservation, but the desire for economic development and modernization tends to pose a threat to the survival of tradition and heritage in cities. In the meantime, thanks to the rapid speed of information transmission and digital technology today, more and more people are brought to the awareness of the protection of material and non-material heritages under threat. For that matter, more and more city administrators have recognized that a cultural 233

strategy connecting the past with the future, facilitating the harmonious co-existence of diverse cultures, and stressing cultural identification, will make an integral part of the master strategy of the city for sustainable development. 2. Economic prosperity in the city The earliest cities had risen on the basis of bazaars and agglomeration effect has played a critical role in the economic development in the city as a driving power. The urban economic prosperity may rely on its advantageous location, or its natural resources, or its human resources. In the age of knowledge economy, however, innovation and entrepreneurship have become the core driving force for sustainable economic development in the city. The innovation potential of the city depends on its research capacities, and more importantly on the creative interactions between people. Although closely connected with wealth of the city, entrepreneurship has for the most part derived from a cultural tradition that encourages risk-taking and business ventures. As innovation and entrepreneurship have to be carried out by people, the economic fate of the city depends on whether there are good work and living conditions to attract first-rate talents. In addition, good infrastructure facilities and consummate services will be a necessary support for economic prosperity in the city. Admittedly conflicts exist between economic development and environmental conservation. In order to achieve the goal of sustainable development, many cities in the world today have adopted Recycle Economy as an important economic strategy. Recycle Economy advocates Reduction of resource consumption in production, Reuse of products, and Recycling of wastes (3Rs), aiming to achieve in the end a harmony between economic development and environmental well-being. In a word, economy in the future city will be more vigorous, and such vigor will come mainly from two sources: innovation and creativity of urban dwellers, and harmonious coexistence with nature. 3. Innovation of science and technology in the city A huge platform for technological advancement, the city brings together various elements of innovation. The intensive communication among creative minds within the city produces sparks of innovation, and the research and production facilities in the city have at the same time helped to turn these sparks into technologies, and further into products and services that benefit humankind. Ever since the 20th century, rapid technological development has, on the other hand, made extensive urbanization possible. Meanwhile, the enrichment and improvement of material life are most clear and obvious in the city. While the dream of flight has been a factual reality for just a hundred years, the flight vehicle invented by humankind has landed on Mars. People have benefited greatly from science and technology in their day-to-day life, in their ways of communication, in healthcare and in wealth accumulation. In the meantime, the revolution of material life has left clear watermark on people's cultural life and spiritual pursuit. Today, when people observe the space through Hubble Space Telescope or reform life through genetic engineering, they are more clearly aware than ever of their own limitations. Science and technology are not omnipotent after all, and will not serve as a

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tool or weapon for humankind to conquer nature; instead, they should serve as a catalyst for symbiosis between human beings and nature. In the future city, science and technology will play a more constructive role in the conservation of nonrenewable resources, in the efficient use of energies, in the protection of bio-diversity, and in the building of a sustainable habitat models. In a word, science and technology will take mankind back to the embrace of Mother Nature. 4. Remodeling of communities in the city Communities are cells of the city, and the most common form of space for life. Only healthy “cells” can make a healthy and harmonious city. The goals of cultural blending and economic prosperity are all attained in communities as most basic living quarters. Construction and remodeling of communities in the city have always been the most urgent tasks of city administrators. It is the most lasting puzzle in the history of urban development as to how poverty-ridden areas can be eliminated from the social map of the city. Today, the structural change of urban population in developed countries and the rapid increase of urban population in developing countries have made the puzzle even more disturbing. In the Millennium Declaration, the United Nations proposes the goal of Cities without Slums, aiming to achieve a significant improvement in the lives of at least 100 million slum dwellers by 2020. Directed by the goal of sustainable development, community remodeling in the city of the 21st century will entail the creation of balanced communities, and the reduction or even elimination of gray or dark corners in the city. A balanced community shall, by our definition, feature a reasonable structure of residents, reasonable housing ownership structure, sound infrastructure, congenial environment and sufficient employment and business opportunities. Communities in the future city will be featured by strong social cohesion, and a harmonious interaction with the city and other cells of the city. Man will always be at the center of the creation of better life in better communities. 5.Rural-Urban Interaction Ever since the city was born, urban and rural areas have been mutually interdependent in terms of economy, social activities and environment. Country people have made their living by selling their farm produce to the city, while the prosperity of the city has depended on the resources and demand from its hinterland. The expansion of the city has placed a considerable burden on the rural area, consuming or even depleting land and other resources in the countryside. New thinking in urban planning and new architectural and energy technologies will help to relieve the burden to the greatest extent. At the same time, the massive influx of immigration from the rural area will also pose a tough threat to city administrators. For one thing, the construction and renovation of communities in the city will create a better living environment for the urbanized population, and for another, the construction of small cities and towns will help to ease off the pressure of population growth and unemployment on big cities. Under the influence of globalization, agriculture in some countries has lost its competitive advantage. Sufficient interactions between the city and the countryside have 235

become a necessity to help farmers diversify livelihood, or to remodel the production structure so as to regain competitiveness. A proper management of the flows of people, capital, commodities and information between urban and rural areas is the key to a harmonious and synchronized development of both the city and the countryside. At the moment, about a half of the global population is rural, and in Asia and Africa in particular, a large population is still living in the rural areas. In light of the huge divide between the city and the countryside in developing countries, international organizations are urging people to harness the linkages between urban and rural areas to reduce urban poverty and to improve rural living conditions. With the urbanization, the boundary between the city and the countryside has kept fading away, and the rural-urban relationship is getting closer. In some sense, harmony in the future city will depend to a great extent on an equally habitable and harmonious hinterland in the countryside. Article 5　Support by the Organizer The Organizer shall offer the following support with regard to the theme development to those foreign governments and international organizations which accept the official invitation of the Government of the People’s Republic of China to participate in the Exposition (hereinafter referred to as the “Official Participants”), from the time of their acceptance of the official invitations until the approvals of their Theme Statements as described in Article 6 below. 1. Documentation containing guidelines and examples for treating the theme in different aspects. 2. An advisory service shall be available to Official Participants at the different key stages in the development of their presentations. The details of this service shall be communicated to all Official Participants. Article 6　Coordination Mechanisms for Compliance with the Theme 1. The Participants must submit to the Organizer a “Theme Statement” which defines the overall theme and the general contents of their presentation, both of which must follow the theme of the Exposition as described in Articles 3 and 4 of this regulation, as an integral part of the application for the allocation of exhibition space in accordance with Special Regulation No.2 concerning conditions of participation in the Exposition. The Theme Statement shall include reference materials on the theme and subthemes as they shall be developed in specific presentations. Notwithstanding the provisions of Special Regulation No.2 concerning conditions of participation in the Exposition, the allocation of all sites for exhibition shall not be considered final until the Theme Statement is approved by the Organizer. In order to accomplish the purpose of the Exposition, as described in Article 1 of the General Regulations, the Organizer shall make the advisory service mentioned in Article 5 (2) of this regulation available to the Participants. The Organizer shall forward to the BIE copies of the Theme Statements when they are received from the participants through the Commissioner General of the Exposition. 2. As an integral part of the “Application for Preliminary Approval” detailed in 236

Special Regulation No.4 concerning construction or improvements, and fire prevention, the Participants shall submit a document entitled “Exhibition Project” which shall include a detailed description of their presentation. The Exposition Project document provides a detailed plan of the presentation following the general outline submitted in the Theme Statement. The Organizer shall verify that the contents of the presentation are in accordance with the approved Theme Statement and that the Exhibition Project meets the thematic criteria described in Articles 3 and 4 of this regulation. Notwithstanding the provisions of Special Regulation No.4 concerning construction or improvements, and fire prevention, preliminary approval of a project for construction or installation works cannot be granted without approval of the Exhibition Project documentation by the Organizer. In case the Exhibition Project document is not approved by the Organizer, the Organizer shall provide official participants with a detailed explanation of the reasons and make suggestions to remedy the situation. The Organizer shall revert its disapproval decision to the Participants within a reasonable period of time so that the Participants may have enough time to reconsider their project. The Organizer shall also continue to provide on-going assistance to the Participants through the advisory service as defined by Article 5 (2) above. The Participants shall modify the content of the presentation in order to comply with the theme observance criteria. In case of disagreement over the level of compliance of a presentation with the theme, both the Organizer and the Participants shall make every effort to reach a consensus, and if necessary, seek the assistance from the BIE. 3. Notwithstanding Article 10 of the General Regulations, if a consensus on the matter of the theme, as described in paragraphs 1 and 2 of this article, cannot be reached between the Organizer and the participants, the matter shall be referred to the discretion of the Commissioner General of the Exposition for resolution after consultation with the BIE. 4. The Participants shall make available to the Organizer final information on the content of their presentation at least 120 days before the opening of the Exposition. This information shall be used for the Official Exposition Catalogue in compliance with Article 29 of the General Regulations. The content of said information shall be in accordance with the documentation, submitted pursuant to paragraphs 2 and 3 of this article, concerning the conformity of the presentations to the theme. The Official Exposition Catalogue shall be available in print and electronic form. Article 7　Measures Taken by the Organizer 1. The Organizer and the Government of People’s Republic of China are planning to present Theme Pavilions. The presentations to be shown in these pavilions shall be structured around the theme and sub-themes of the Exposition as described in Articles 3 and 4 of this regulation. Details regarding the planning and organization of the Theme Pavilions shall be distributed to Official Participants separately in a reasonable period of time. 2. The Organizer plans to host conferences, seminars and symposia related to the theme of the Exposition and shall keep Official Participants informed of all such events. 237

Furthermore, Official Participants are invited to take up the theme of the Exposition in similar events of their own. 3. Official Participants should submit the final programs of their events to the Organizer at least six (6) months before the event. The Organizer may coordinate programs and provide Official Participants with logistics assistance, if necessary.

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9.4 Special Regulation No. 2 concerning the Conditions of Participation in the Exposition Chapter I General Provisions

Article 1　Purpose The purpose of this Special Regulation is to set forth the conditions for participation in the World Exposition Shanghai China 2010 in accordance with Sections III and IV of the General Regulations of the Exposition. Article 2　Definition of Official Participant 1. Official Participants are those foreign governments and international organizations that have accepted the official invitation of the Government of People’s Republic of China to participate in the Exposition. 2. International organizations are to be understood as intergovernmental organizations that pursue the aim of promoting international cooperation in scientific, economic, cultural and other fields. Article 3　Definition of Non-official Participant Non-official Participants are those parties who have been authorized by the Commissioner General of the World Exposition Shanghai China 2010 to participate outside the sections of official participants. Article 4　Compliance with Laws and Regulations The Participants shall comply with the General Regulations, the Special Regulations and the relevant laws and regulations of the People’s Republic of China. Article 5　Exhibits 1. All presentations shall conform to Special Regulation No.1 concerning the definition of the theme of the Exposition and guidelines for the development of the theme by the Organizer and the participants, and must be approved by the Organizer. 2. All items and exhibition materials to be exhibited shall conform to Special Regulation No.1 concerning the definition of the theme of the Exposition and guidelines for the development of the theme by the Organizer and the participants and Special Regulation No.4 concerning construction or improvements, and fire prevention and must be approved by the Organizer. 3. Under no circumstances shall be allowed onto the Exposition site any material or object considered dangerous, harmful to humans, animals or the environment, or detrimental to public order, such as explosives, firearms and poisons.

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Chapter II Official Participants

Article 6　Participation Contract 1. Official Participants who wish to take part in the Exposition shall conclude a Participation Contract with the Organizer. The Participation Contract shall be signed by the Commissioner General of Section and a representative of the Organizer and countersigned by the Commissioner General of the Exposition. 2. In cases where Official Participants wish to carry on commercial or other activities, they shall comply with Special Regulation No.9 concerning commercial activities by official participants. Further details of such activities shall be set out in the Appendix to the Participation Contract. 3. The Participation Contract shall be supplemented by the plans and documents set forth in Special Regulation No.4 concerning construction or improvements, and fire prevention. Article 7　Provision of Exhibition Sites 1. The Organizer shall make available to Official Participants exhibition sites of the following types: (1) Pavilions to be designed and built by Participants themselves on an open space provided by the Organizer free of charge. The plots include outdoor exhibit space. (2) Stand-alone Pavilions built by the Organizer and rented to Participants. Limited outdoor exhibit space is included free of charge. There will be 15% of discount to the BIE member countries for this type of pavilions. Any rental fee and conditions of payment shall be described in the Participation Contract. (3) Joint Pavilions built by the Organizer and offered to the developing countries, free of charge for each developing country. Limited outdoor exhibit space may also be included at no cost, depending on the location of the joint pavilion. 2. Queuing space for all above three types of pavilions described above shall be provided by the Organizer free of charge within the public space.* Article 8　Allocation of Exhibition Sites 1. Official participants shall submit to the Organizer an application for the allocation of an exhibition site. This information shall include a Theme Statement as described in Article 6 of Special Regulation No.1 concerning the definition of the theme of the Exposition and the guidelines for the development of the theme by the Organizer and the participants. 2. The Organizer shall inform the official participant of the results of the application in writing within 90 days after its receipt. If the Organizer judges that the presentation proposed by the participant is not in accordance with the theme of the * SEE DETAILS IN THE APPENDIX OF PART 4: PRELIMINARY GUIDELINES FOR PAVILIONS OF OFFICIAL PARTICIPANTS

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Exposition, or otherwise not acceptable, the reasons for this non-acceptance will be communicated in writing to the official participant and the necessary modifications will be agreed upon with the Commissioner General of Section. 3. The Organizer shall allocate exhibition spaces taking into account the application set forth in paragraph 1 of this article and the date of acceptance of the official invitation to participate in the Exposition. The exhibition site allocation will be confirmed upon signature of the Participation Contract. Consequently, the allocation shall be considered provisional until the Participation Contract is signed by both parties. 4. Before the signing of the Participation Contract, the Organizer has the right to change, without liability of any kind, the site plan and the allocation of exhibition sites within the Exposition in order to ensure the successful operation of the Exposition and the harmony of the Exposition site. Article 9　 Availability, Completion and Restoration Deadlines for Exhibition Space 1. Actual construction work shall be completed by November 1st, 2009, internal conversion and finishing work by February 1st, 2010 and the installation of exhibits by April 24th, 2010. 2. In order that such a timetable be honoured, lots for construction shall be handed over to participants on November 1st, 2007; Stand-alone Pavilion structures on May 1st, 2009; and exhibition space in Joint Pavilions on November 1st , 2009 and the entry of items to be exhibited shall be authorized as of December 1st, 2009. 3. The lots allocated to participants for pavilion construction must be vacated and restored to good condition by May 1st, 2011 at the latest, with the following exception: pavilions constructed by participants may be preserved after the Exposition provided that specific arrangements in this regard have been made, prior to construction, between the Organizer and the participants concerned. 4. Stand-alone Pavilion structures must be vacated and restored to their original condition by December 31st, 2010. 5. Exhibit space within Joint Pavilions must be vacated and the premises restored to their original condition by November 30th, 2010. Article 10　Provision of Services 1. The Organizer shall throughout the Exposition ensure the supply of the services which follow at the rates charged within the region where the Exposition is being held. Official participants shall be responsible for the equipment installation costs as well as the utilization costs of the following services within their building site or exhibition area: － Electricity / Gas － Telecommunications － Water inlets and outlets － Garbage collection and disposal

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－ Other services which the Organizer deems appropriate Other services which the Organizer deems appropriate and of which the official participants will be responsible for the costs shall be approved by the Commissioner General of the Exposition after accord with BIE. 2. Official participants shall comply with Special Regulation No.4 concerning construction or improvements, and fire prevention, Special Regulation No.10 concerning general services, and the relevant laws and regulations of the People’s Republic of China, for the installation of equipment and the utilization of the services in paragraph 1 of this article. 3. The Organizer shall provide official participants, for their reference, with a list of companies which carry out the services listed below: － Pavilion maintenance and cleaning － Installation of security devices － Installation of fire protection devices － Security service － Architecture and engineering － Landscaping and gardening － Exhibit decoration － Pavilion guides － Other services requested by official participants and deemed appropriate by the Organizer Article 11　Services Offered without Charge The Organizer shall provide the following services without charge during the period of the Exposition: - First aid services - Cleaning and maintenance of public areas and green areas, unless these have already been allocated to the participant by way of Participation Contract - Directional signage on the Exposition site - Information service for visitors - Security services on the Exposition site - Lost persons centre - Lost and found - Exposition site lighting Article 12　Use of the Exposition Symbols The Commissioners General of Section may use the Symbols of the Exposition 242

solely for non-commercial purposes directly related to the Exposition after concluding the Participation Contract with the Organizer and receiving the permission of the Commissioner General of the Exposition. This right of use is not transferable. Article 13　Assistance to Developing Countries 1. The following developing countries will be eligible for the financial assistance: (1) Least Developed Countries (LDCs) designated by United Nations Conference on Trade and Development (UNCTAD) in The Least Developed Countries Report 2004, or Low-income countries (LICs) with per capita Gross National Income （ GNI ） of USD 825 or less, pursuant to 2004 World Development Indicator of the World Bank; (2) Lower-middle-income Countries (LMICs) with per capita GNI from USD 826 to USD 3,255, pursuant to 2004 World Development Indicator of the World Bank. 2. Financial assistance for the developing countries will cover the following items, fully or partially: (1) Consultancy expenditure for the composition of the Exhibition Project; (2) Expenses for the design, decoration and dismantling of the pavilion; (3) Maintenance expenditures of pavilion operation (such as cleaning, security, electricity, water supply and renting costs of equipment); (4) Allowance for customs clearance, exhibit transport, storage, and insurance; (5) Costs for participation in Expo-related events, like national days and other activities during the Exposition; (6) Cost for promotion, communication and public relationship in China; (7) Participation cost for VIP and its spouse to events during the Expo; (8) Participation cost for journalists to events during the Expo; (9) Costs for the training of the Participant’s staff. (10) Personnel expenditure for the preparation of and participation in the expo (including the costs for the local staff). Further information in this regard will be detailed in the Participation Guidelines which will be made available by the Organizer.

Chapter III Non-official participants

Article 14　Application for Participation 1. Non-official participants who wish to take part as exhibitors in the Exposition shall submit an application to participate together with the required information directly to the Organizer. The Organizer shall inform the respective governments of the would-be participants’ intention to participate in the Exposition. Requests for participation shall 243

only be considered upon approval by the Commissioner General of Section concerned, or otherwise by the respective government. 2. The application to participate referred to in paragraph 1 of this Article shall include a Theme Statement as described in Article 6 of Special Regulation No.1 concerning the definition of the theme of the Exposition and the guidelines for the development of the theme by the Organizer and the participants. 3. The Organizer shall communicate the results of the application to non-official participants in a reasonable period of time. Article 15　Appointment of a Director 1. Non-official participants shall appoint a Director to represent them in all matters related to their participation. 2. The Director shall be responsible for the preparation and operation of the participation concerned and shall supervise all personnel under his/her authority to ensure compliance with the laws and regulations described in Article 4 of this Special Regulation. Article 16　Participation Contract 1. All non-official participants shall enter into a Participation Contract with the Organizer. The Participation Contract for non-official participants shall be signed by the Director of the non-official participant and the Organizer. 2. The Participation Contract for Non-official Participants shall specify the conditions of participation for non-official participants, including provisions covering the supply of services. 3. The rights and benefits offered to Non-official Participants shall not, under any circumstances, be more favourable than those offered to official participants. Article 17　Allocation of Exhibition Sites 1. Exhibition sites shall be allocated in such a way that there is a clear distinction between the area for official participants and the area for non-official participants. 2. Non-official Participants shall be provided with exhibition sites determined by the Organizer. The amount of rent for these shall be decided by agreement between the Non-official Participant and the Organizer.

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9.5 Document Establishing and Guaranteeing Compensation in Case of Renunciation In accordance with the provisions of the Convention Relating to International Exhibitions and the BIE rules, the Organizer of the Expo 2010 shall compensate the countries who accept the participation invitation (hereinafter referred to as “the participating countries”) in case of renunciation. The amount of indemnities for a country will be equivalent to the justified expenses incurred directly from its participation in the Expo. In addition, the Organizer shall compensate the BIE for an amount corresponding to the percentage of ticket sales. The Organizer of the Expo 2010 agrees with the BIE on the maximum amount of compensation, as demonstrated in the following table, taking into account the practice and experience of previous expositions, different pavilion arrangements for participating countries, actual cost level for participation in China and different phases of the preparatory stage of the Expo 2010.

Agreed Cost per Country (Prior to Exhibition)

Participating Countries

(million U.S. Dollars)

Rate of Compensation

Indemnities for Participating Countries (million U.S. Dollars) (I)

Indemnities for BIE (million U.S. Dollars)

Maximum Amounts of Compensation (million U.S. Dollars)

(II)

(I) + (II)

A

B

C

A

B

C

Approval of Registration - April 2007

12

4

0.2

10

8

20

10%

15.6

14.8

30.4

May 2007 -April 2008

12

4

0.2

20

16

40

25%

78

14.8

92.8

May 2008 -April 2009

12

4

0.2

30

24

60

40%

187.2

14.8

202

May 2009 -April 2010

12

4

0.2

40

32

80

75%

468

14.8

482.8

9.5.1 Indemnities for Participating Countries 1. The first column in the table divides the period starting from the registration till the opening of the Expo into four phases: (1) Phase One: Approval of registration - April 2007; (2) Phase Two: May 2007 - April 2008; (3) Phase Three: May 2008 - April 2009; and (4) Phase Four: May 2009 - April 2010. 2. The participating countries can be divided into three categories according to their pavilion arrangements: (1) Category A: Countries which design and build their own pavilions; (2) Category B: Countries which rent Stand-alone Pavilions from the 245

Organizer; and (3) Category C: Developing countries which take exhibition spaces in Joint Pavilions. The second column in the table lists the average participation cost prior to the opening for a single country in each category: (1) Category A: USD 12 million; (2) Category B: USD 4 million; and (3) Category C: USD 0.2 million (not including the financial assistance provided by the Organizer). 3. The third column lists the number of participating countries in different phases: (1) 38 countries for Phase One; (2) 76 countries for Phase Two; (3) 114 countries for Phase Three, and (4) 155 countries for Phase Four. Among them, the number of countries in Category A will take approximately 26% of the total number, Category B 21% and Category 53%. 4. The fourth column in the table sets out the rate of compensation for participating countries in each different phase, which increases with the approach of the opening date of the Expo; (1) Phase One: 10%; (2) Phase Two: 25%; (3) Phase Three: 40%; and (4) Phase Four: 75%. 5. The indemnities for participating countries can thus be calculated with the data in columns 2-4 and be entered in the fifth column in this table.

9.5.2 Indemnities for the BIE The estimated receipts of ticket sales for the Expo 2010 is approximately USD 740 million, of which 2% shall be paid as indemnities to the BIE, i.e. USD 14.8 million, as is put in the sixth column in the table.

9.5.3 Responsibilities for the Payment of Indemnities In the event of cancellation of the Expo, the Organizer shall undertake the responsibilities for the payment of indemnities. At the same time, in accordance with the provisions of the BIE regulations, the Chinese Government shall guarantee that the Organizer fulfill the abovementioned responsibilities.

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9.6 Financial Assistance for the Developing Countries As a developing country hosting the Expo, the Organizer has been fully aware that, the participation of the developing countries is essential in order to give the exhibition a character which is international and representative of the Community of Nations. To encourage the participation of developing countries in the Exposition and raise the quality of their participation, according to the Resolution on the Modalities of Assistance for the Developing Countries adopted by the 115th session of the General Assembly of the BIE on June 8th, 1994 as well as the commitments made by the Chinese government during the bidding process, the Organizer has established a fund of USD 100 million which will be used to provide finance assistance to the developing countries.

9.6.1 Countries Eligible for Assistance The following developing countries will be eligible for the financial assistance: (1) Least Developed Countries (LDCs) designated by United Nations Conference on Trade and Development (UNCTAD) in The Least Developed Countries Report 2004, or Low-income countries (LICs) with per capita Gross National Income (GNI) of USD 825 or less, pursuant to 2004 World Development Indicator of the World Bank; (2) Lower-middle-income Countries (LMICs) with per capita GNI from USD 826 to USD 3,255, pursuant to 2004 World Development Indicator of the World Bank.

9.6.2 Items of Assistance Financial assistance for the developing countries will cover the following items, fully or partially: (1) Consultancy expenditure for the composition of the Exhibition Project; (2) Expenses for the design, decoration and dismantling of the pavilion; (3) Maintenance expenditures of pavilion operation (such as cleaning, security, electricity, water supply and renting costs of equipment); (4) Allowance for customs clearance, exhibit transport, storage, and insurance; (5) Costs for participation in Expo-related events, like national days and other activities during the Exposition; (6) Cost for promotion, communication and public relationship in China; (7) Participation cost for VIP and its spouse to events during the Expo; (8) Participation cost for journalists to events during the Expo; (9) Costs for the training of the Participant’s staff; (10) Personnel expenditure for the preparation of and participation in the expo (including the costs for the local staff).

9.6.3 Preliminary Proposal for Assistance Countries qualified under 9.6.1 and applying for assistance, are able to enjoy a basic amount, mostly covering item (1) and item (10) as listed in 9.6.2.

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Assistance of other items will be agreed upon through friendly negotiation between the Organizer and the Participant thereafter, based on his Participation Plan and the Application for Assistance. Besides supplying assistance to the developing countries, Chinese government will also coordinate with relevant parties to lower their costs of participation. Further information in this regard is contained in the Participation Guidelines, which will be made available by the Organizer.

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9.7 Cost of Participation In order to give participants an overview of the cost of participating in Expo 2010, the Organizer has made a preliminary estimate of various costs according to the current level of consumption expenditure in Shanghai, including mainly the costs of pavilion construction or rental, pavilion decoration and exhibition operation. The Chinese Government will make special policies regarding customs duty and other domestic taxes, and plans to adopt special policies for construction, safety and other fields to facilitate and guarantee the interests of participants. See Section 1.4 hereinabove for special laws and measures. Official participants may also enjoy free services within the Expo site during Expo 2010. See Special Regulation No. 2 concerning the Conditions of Participation in the Exposition.

9.7.1 Pavilion-related Costs Pavilion-related costs include those for construction, equipment installation, exterior decoration and secondary decoration, project management, design, construction supervision, and various taxes. For more detailed information about the construction costs, please refer the Appendix of part 4, “Preliminary Guideline for Official Participants”. For the pavilions designed and built by official participants, prior to the actual construction, the Organizer will make sure that necessary infrastructure, including roads, electricity and water, is available at the construction site, that the site is cleared of old buildings and their infrastructure, and that temporary water and electricity supplies are guaranteed and necessary certificates are issued to facilitate the construction process. Before the construction project is finished and the pavilions are ready for use, the Organizer will make sure that roads, electricity, water inlets and outlets, telecommunications, cable TV and gas are available and the landscape is smooth and natural. The Organizer will also supply free of charge the basic documentation including a topographical map and photograph of the assigned building site, including specifications of the surface area, infrastructure, the site location (red-line boundary), surface elevations, geographic analysis, meteorological information as required, and the translation and soft copy of all this documentation. The Organizer will build stand-alone pavilions for rent to participants at a cost of RMB 4,000 (or USD 500) per square meter of floor space provided. BIE member states will be entitled to a discount of 15% on rental costs. The discount policy does not apply to non-member states of the BIE. The Organizer will provide one unit of exhibition space (18m×18m) free of charge in the joint pavilions to each developing country. For participants who rent stand-alone or joint pavilions (including exhibition space provided free of charge to developing countries), the Organizer will make sure that the basic structure, equipment, decoration (not including the decoration of the interior and exterior, the ceiling, and the cement floor), and lighting are finished, that water, electricity, gas, TV and telephone are connected to each stand-alone or joint pavilion and 249

ready for use, and that the structures are clean and in good conditions. The Organizer will also provide free of charge necessary basic documentation including pavilion location, technical specifications of pavilion, and technical data of the outdoor area.

9.7.2 Cost of Exhibition Arrangement According to the provision of Article 20 of the Convention, the Expo will forbid any form of monopoly and will formulate corresponding regulations to ensure that all the official participants may choose freely the services they need and the suppliers of the service. However, to ensure the successful hosting of the Expo, monopoly on some public services that have to be exclusively operated such as security, logistics, telecommunications, electricity and water supply shall remain with the authorization of the BIE. These monopolized services will be indicated in the “Participation Contract” and guarantee must be made that these monopolized services would not restrict and violate the exertion of the rights of the Commissioner General in his/her own section. The cost of exhibition arrangement includes the costs for exhibition design and planning, software and video production, setting and demolition of internal structures, and the purchase of exhibition equipment (such as screens, projection machine, supporting structures, and TV sets). According to the preliminary estimate, the cost of the official participants of Expo 2010 for this purpose will amount to RMB 10 thousand (or USD 1,200) per square meter.

9.7.3 Cost of Operation Cost of operation includes specific costs for managing the pavilions, such as salary, lodging and boarding, energy consumption, water supply, insurance, maintenance, transport, office furniture and equipment, and expenses on various activities during the Exposition. According to the preliminary estimate, the operation cost for the official participants of Expo 2010 will run to RMB 8,500 (or USD 1,020) per square meter. The Organizer has also made a summary of price standards as of August of 2005 in Shanghai for reference.

Items

Prices

Water

RMB 1.50 per cubic meter for water supply, and RMB 1.40 per cubic meter of water drainage at 90% of the supply.

Electricity

RMB 0.666 per kwh for dynamical drive, RMB 0.777 per kwh for lighting.

Natural Gas

RMB 730 of gas facility fee for new users, and RMB 2.10 per cubic meter of natural gas used.

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Public Transport in the Inner City

For average bus, RMB 1.00 for regular routes of less than 13 kilometers in the inner city, RMB 1.50 for normal routes of more than 13 kilometers; For air-conditioned bus, RMB 2.00 for all routes.

Rail Transit in the Inner City

Minimum of RMB 2 for 6 kilometers, RMB 3 for 16 kilometers, and RMB 1 for every 6 kilometers above 16 kilometers.

Passenger Taxi in the Inner City Cargo Taxi in the Inner City

Minimum of RMB 10 for 3 kilometers, RMB 2 for each kilometer after 3 kilometers, and RMB 3 for each kilometer after 10 kilometers; At night from 11 pm to 5 am the next day, the taxi charge rises by 30%. For 0.6-ton taxis, minimum of RMB 18 for 5 kilometers, and RMB 2 for each kilometer after 5 kilometers; For 0.9-ton taxis, minimum of RMB 23 for 5 kilometers, and RMB 2.5 for each kilometer after 5 kilometers.

Telephone

RMB 35 per month for basic rental, RMB 0.11 per minute for domestic call, and RMB 8.20 per minute for international call.

Cell Phone

RMB 50 per month for basic rental, RMB 0.40 per minute for local call, and RMB 0.60 per minute for roaming.

Cable TV

RMB 500 per terminal of installation charge, and RMB 16 per terminal/month for maintenance.

Star Hotel Room

RMB 970-1,600 per five-star hotel room, RMB 490-970 per four-star hotel room, and RMB 150 per bed at economical hotels.

RMB 19,500 per month for each one–bed bedroom apartment, RMB Hotel-managed 22,000 for a two-bed bedroom apartment, and RMB 24,000 for a three Apartment –bed bedroom apartment (including property management cost). RMB 6,500 per month for each one–bed bedroom apartment, RMB Average 7,300 for a two-bed bedroom apartment, and RMB 8,100 for a threeApartment bedroom apartment (including property management cost). Security Guard

RMB 2,000 per month for each long-tenured guard, and special, shortterm or foreign-related services are subject to negotiation.

Interpreter

RMB 800 per day for each ordinary interpreter, and RMB 1,600 for a simultaneous interpreter.

Secretary

RMB 3,000 per month for a college graduate, and RMB 5,000 for an assistant with two years’ working experience.

The Organizer will supplement and update the estimated of participation costs in relevant Participation Guidelines.

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