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CONTENTS by liwenting

VIEWS: 27 PAGES: 253

									PREAMBLE ................................................................................................... 1
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
     1.2 Financial Plan and Financial Support.................................................................................... 3
     1.3 The Organizer’s Legal Status ................................................................................................ 4
     1.4 Special Legislative Measures ................................................................................................ 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
     2.1 Titles and Theme ................................................................................................................. 31
     2.2 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
     2.5 Calendar .............................................................................................................................. 35

3. THEME DEVELOPMENT AND THE CLASSIFICATION OF EXHIBITION
ACTIVITIES ................................................................................................ 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
            3.2.1 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
     Appendix: Guidelines for Theme Content Development .......................................................... 54
        I. Goal ........................................................................................................................................................... 54
        II. Theme Matrix .......................................................................................................................................... 54
        III. Matrix-based content development – Illustrations .................................................................................. 79
        IV. Assistance offered by the Organizer ........................................................................................................ 83
        V. Theme observance coordination mechanism ............................................................................................ 83
        IV. Interaction between the Organizer and Participants in Theme Development and the Exhibition, Events
        and Forums of the Thematic Area ................................................................................................................. 84
        V. Thematic Area / China Pavilion of Expo 2010 ......................................................................................... 85

4. THE PLANNING OF THE EXHIBITION SITE ............................................. 96
     4.1 Selection of the Site and Its Reasons................................................................................... 96
            4.1.1 To Reflect the Theme of “Better City, Better Life” .......................................................................... 96
            4.1.2 To Improve the Operation Efficiency of Expo 2010 ......................................................................... 96
            4.1.3 To Promote Industrial Restructuring and Environment Improvement ............................................. 96


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       4.1.4 To Ensure After-use of the Exposition Facilities ............................................................................. 96
4.2 Overview of the Location and the Site ................................................................................ 96
       4.2.1 Overview of the Region ................................................................................................................... 96
       4.2.2 Overview of the Site ........................................................................................................................ 97
4.3 Concepts and Structure of the Preliminary Master Plan...................................................... 97
       4.3.1 Planning Concepts .......................................................................................................................... 97
       4.3.2 Structural Elements of the Master Plan .......................................................................................... 98
4.4 Zoning ................................................................................................................................. 99
       4.4.1 Zone A ............................................................................................................................................. 99
       4.4.2 Zone B ............................................................................................................................................. 99
       4.4.3 Zone C ............................................................................................................................................. 99
       4.4.4 Zone D .......................................................................................................................................... 100
       4.4.5 Zone E ........................................................................................................................................... 100
4.5 Public Service Facilities .................................................................................................... 101
       4.5.1 Administrative Facilities ............................................................................................................... 101
       4.5.2 Support Facilities .......................................................................................................................... 101
       4.5.3 Concessionary Facilities ............................................................................................................... 101
       4.5.4 Security Facilities ......................................................................................................................... 102
       4.5.5 Other Support Facilities................................................................................................................ 103
4.6 Open Spaces and Green Lands .......................................................................................... 104
4.7 Public Activity Spaces ....................................................................................................... 104
4.8 Transport Arrangement...................................................................................................... 105
       4.8.1 Traffic Estimation .......................................................................................................................... 105
       4.8.2 Access to the Expo Park ................................................................................................................ 105
       4.8.3 On-site Circulation........................................................................................................................ 105
       4.8.4 Primary and Secondary Entrances / Exits..................................................................................... 106
       4.8.5 Pedestrian System ......................................................................................................................... 106
       4.8.6 Parking Lots .................................................................................................................................. 107
       4.8.7 Cross-River Linkage...................................................................................................................... 107
       4.8.8 Traffic Arrangements in Case of Emergency ................................................................................. 108
4.9 Urban Transport Facilities Related to Expo 2010 Shanghai China ................................... 108
       4.9.1 Airports ......................................................................................................................................... 109
       4.9.2 Railways ........................................................................................................................................ 109
       4.9.3 The Mass Transit System ............................................................................................................... 109
       4.9.4 Roads and Expressways ................................................................................................................ 109
4.10 Accommodation for Expo Staff ....................................................................................... 110
4.11 Environmental Assessment and Relevant Measures........................................................ 111
4.12 Construction Schedule..................................................................................................... 111
       4.12.1 Preliminary Planning and Approval (2004 – 2005) ..................................................................... 111
       4.12.2 Enterprise and Resident Relocation, and Transportation Infrastructure Construction (2004 – 2007)
       ................................................................................................................................................................ 111
       4.12.3 Major Project Construction (2007 – 2009) .................................................................................. 112
       4.12.4 Schedule of Project Construction .................................................................................................112
       4.12.5 Exhibit Arrangement and Trial Operation (the first half of 2010) ............................................... 113
Appendix: Preliminary Guidelines for Pavilions of Official Participants ............................... 114
       1. Pavilion types...................................................................................................................................... 114
       2. Type1: Pavilions designed and built by official participants............................................................... 114
       3. Type 2: Stand-alone pavilion structures built by the Organizer and rented to participants ............... 124
       4. Type 3: Joint Pavilions constructed by the Organizer offering covered space to developing countries
       ............................................................................................................................................................... 133
       5. Construction Schedule and Exhibition Plan ...................................................................................... 138
       Ref 4-1: Location of the Exposition Site................................................................................................. 139
       Ref 4-2: Aero-photograph of the Exposition Site and Its Surrounding Areas ......................................... 140
       Ref 4-3: Diagram of the Site Plan .......................................................................................................... 141
       Ref 4-4: Expo Site Framework Map....................................................................................................... 142
       Ref 4-5: Diagram of Pavilions Layout ................................................................................................... 143
       Ref 4-6: Diagram of Support Facilities Layout...................................................................................... 144
       Ref 4-7: Road System Plan..................................................................................................................... 145
       Ref 4-8: Internal Circulation Plan ......................................................................................................... 146
       Ref 4-9: Rail Transport Plan .................................................................................................................. 147
       Ref 4-10: Diagram of Transport Facilities............................................................................................. 148


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            Ref 4-11: Diagram of Adjacent Public Transport Hubs and Parking Facilities ..................................... 149
            Ref 4-12: Entrance Plazas Layout Plan ................................................................................................. 150
            Ref 4-13: Landscape Framework Plan .................................................................................................. 151
            Ref 4-14: Expo-related Urban Transport Infrastructures....................................................................... 152

5. FINANCIAL PROGRAM.......................................................................... 153
     5.1 Overview ........................................................................................................................... 153
     5.2 Composition of Expenditure on Major Construction Projects and Funding Sources ........ 153
            5.2.1 Expenditure Composition for Major Construction Projects .......................................................... 153
            5.2.2 Funding Sources ........................................................................................................................... 153
     5.3 Composition of Operation Expenditures ........................................................................... 154
     5.4 Composition of Operation Revenues ................................................................................ 154
     5.5 Assistance .......................................................................................................................... 155
     5.6 Government Support ......................................................................................................... 155

6. DOMESTIC AND INTERNATIONAL COMMUNICATION & PROMOTION
PLAN......................................................................................................... 157
     6.1 Introduction ....................................................................................................................... 157
            6.1.1 Shanghai Expo, a Super Communication Event ............................................................................ 157
            6.1.2 General Communication Challenges and Factor Analysis ........................................................... 158
            6.1.3 An Integrated Approach: Communication and Promotion ............................................................ 159
            6.1.4 Relationship between Communication and Promotion Campaigns .............................................. 160
            6.1.5 Positioning of the Expo 2010 ........................................................................................................ 160
            6.1.6 Key Positioning Messages............................................................................................................. 161
            6.1.7 Coordination Mechanism .............................................................................................................. 162
     6.2 Communication Campaign ................................................................................................ 163
            6.2.1 Communications Campaign Objectives ........................................................................................ 163
            6.2.2 Target Audiences ........................................................................................................................... 163
            6.2.3 Communication Strategies ............................................................................................................ 164
            6.2.4 Specific Communication Campaign Activities .............................................................................. 168
            6.2.5 Preliminary Timeline for Communication Campaign ................................................................... 169
            6.2.6 Organization ................................................................................................................................. 171
            6.2.7 Preliminary Budget Estimates ....................................................................................................... 171
     6.3 Promotion Campaign......................................................................................................... 172
            6.3.1 Promotion Campaign Objectives .................................................................................................. 172
            6.3.2 Target Audiences ........................................................................................................................... 172
            6.3.3 Promotion Strategies ..................................................................................................................... 173
            6.3.4 Specific Promotion Campaign Activities ....................................................................................... 176
            6.3.5 Preliminary Timeline for Promotion Campaign ............................................................................ 178
            6.3.6 Organization ................................................................................................................................. 178
            6.3.7 Preliminary Budget Estimates ....................................................................................................... 178
     6.4 Conclusion......................................................................................................................... 179
     APPENDIX ............................................................................................................................. 181
            A. Past Communications and Promotion Activities ................................................................................ 181
            B. Preliminary Future Communications and Promotion Activities ........................................................ 183

7. PRELIMINARY AFTER-USE PLAN ......................................................... 188
     7.1 Principles of After-use ....................................................................................................... 188
            7.1.1 To Serve the Overall Urban Development Strategy ....................................................................... 188
            7.1.2 To Be Consistent with the Expo Theme ......................................................................................... 188
            7.1.3 To Adapt to Geographical Position ............................................................................................... 188
            7.1.4 To Be Economically and Technically Feasible .............................................................................. 188
            7.1.5 To Be Flexible ............................................................................................................................... 189
            7.1.6 To Achieve Cultural Continuity and Urban Renaissance .............................................................. 189
     7.2 Plan for the After-use of Pavilions and Facilities .............................................................. 189
            7.2.1 New Buildings and Renovated Buildings ...................................................................................... 189
            7.2.2 Protected and Preserved Buildings ............................................................................................... 190
     7.3 Preliminary Plan for Land Re-development ...................................................................... 191


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            7.3.1 Planning Structure ........................................................................................................................ 191
            7.3.2 Functional Layout ......................................................................................................................... 191
    7.4 After-use of the New Infrastructure Facilities ................................................................... 192
            7.4.1 Urban Open Green Area ............................................................................................................... 192
            7.4.2 Support Service Facilities ............................................................................................................. 192
    7.5 Framework Plan for After-use Planning, Construction and Development ........................ 192

8. PRELIMINARY COMMERCIAL OPERATION PROGRAM ........................ 194
    8.1 Principles of Commercial Operation ................................................................................. 194
            8.1.1 The Positioning of Commercial Operation ................................................................................... 194
            8.1.2 Scope of Commercial Operation ................................................................................................... 194
            8.1.3 General policy for Commercial Operation ................................................................................... 194
    8.2 Institutions for Commercial Operation.............................................................................. 194
    8.3 Contents of Commercial Operation ................................................................................... 195
            8.3.1 Expo 2010 Sponsorship ................................................................................................................. 195
            8.3.2 Licensed Product Management ..................................................................................................... 197
            8.3.3 Event Management........................................................................................................................ 198
            8.3.4 Ticket Sales and Marketing ........................................................................................................... 199
            8.3.5 Ground Leasehold ......................................................................................................................... 201
            8.3.6 Other Items of Business Operation ............................................................................................... 203
    8.4 Pricing Strategy ................................................................................................................. 203
    8.5 Expected Income of Business Operation........................................................................... 203
    8.6 General Schedule of Business Operation .......................................................................... 204

9. LEGAL DOCUMENTS ............................................................................ 205
    9.1 General Regulations .......................................................................................................... 205
    Section I General Provisions ........................................................................................................................ 205
    Section II Government Authorities in the Organizing State ......................................................................... 206
    Section III Official Participants .................................................................................................................... 208
    Section IV General Conditions of Participation ........................................................................................... 210
      Chapter I Admission ................................................................................................................................ 210
      Chapter II Sites - Installations - Charges ................................................................................................. 211
      Chapter III Commercial Activities and Miscellaneous ............................................................................ 213
      Chapter IV Common Services ................................................................................................................. 214
      Chapter V Intellectual Property ............................................................................................................... 217
      Chapter VI Awards .................................................................................................................................. 218
      Chapter VII Special Regulations ............................................................................................................. 218
    Section V Concessionaires ........................................................................................................................... 219
    Section VI Indemnities in Case of Cancellation of the Exposition............................................................... 220
    9.2 The Participation Contract................................................................................................. 221
        Chapter I General Provisions ................................................................................................................... 221
        Chapter II The Participant’s Exhibit ........................................................................................................ 222
        Chapter III The Participant’s Commercial Activities ............................................................................... 224
        Chapter IV Benefits Granted to the Participants ...................................................................................... 226
        Chapter V Entry into Force ...................................................................................................................... 227
    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 ........... 229
    9.4 Special Regulation No. 2 concerning the Conditions of Participation in the Exposition .. 236
        Chapter I General Provisions ................................................................................................................... 236
        Chapter II Official Participants ................................................................................................................ 237
        Chapter III Non-official participants ....................................................................................................... 240
    9.5 Document Establishing and Guaranteeing Compensation in Case of Renunciation ......... 242
            9.5.1 Indemnities for Participating Countries........................................................................................ 242
            9.5.2 Indemnities for the BIE ................................................................................................................. 243
            9.5.3 Responsibilities for the Payment of Indemnities ........................................................................... 243
    9.6 Financial Assistance for the Developing Countries........................................................... 244
            9.6.1 Countries Eligible for Assistance .................................................................................................. 244
            9.6.2 Items of Assistance ........................................................................................................................ 244
            9.6.3 Preliminary Proposal for Assistance ............................................................................................. 244


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9.7 Cost of Participation .......................................................................................................... 246
   9.7.1 Pavilion-related Costs ........................................................................................................................ 246
   9.7.2 Cost of Exhibition Arrangement ........................................................................................................ 247
   9.7.3 Cost of Operation............................................................................................................................... 247




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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


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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 billion 1 . 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
2
    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

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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

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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 30th,
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:
        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
         inter-departmental 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 awareness-building
         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
         budget control of World Expo 2010; planning and control of the budget of the


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         Bureau and its departments; settlement of relevant accounts; management of the
         assistance fund; and arrangement of participation insurance.
        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
a successful Exposition; while still maintaining the stability and commitment guaranteed


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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
conventions or treaties that China has entered into are also applicable to the Expo,

                                             7
including:
      a. General areas
        General Principles of the Civil Law of the People’s Republic of China
        Contract Law of the People’s Republic of China
        Guarantee Law of the People’s Republic of China
        Insurance Law of the People’s Republic of China
        Civil Procedure Law of the People’s Republic of China
        Labor Law of the People’s Republic of China
        Arbitration Law of the People’s Republic of China
        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
        Paris Convention for the Protection of Industrial Property
        Treaty on Intellectual Property in Respects of Integrated Circuits
        Madrid Agreement Concerning the International Registration of Marks
        Protocol Relating to the Madrid Agreement Concerning the International

                                              8
         Registration of Marks
        Berne Convention for the Protection of Literary and Artistic Works
        Universal Copyright Convention
        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
        International Convention for the Protection of New Varieties of Plants
        Agreement on Trade-related Aspects of Intellectual Property Rights
        Patent Law of the People’s Republic of China and its Implementing Regulations
        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
        Regulations on the Protection of the Computer Programs
        Regulations on the Protection of Layout Design of Integrated Circuits
        Regulations on Patent Agency
        Regulations on the Collective Management of Copyright
        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
Trade-Related 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,
and offer full-scale protection to intellectual products, including patent, trademark, and


                                             9
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
        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.
      Detailed provisions as regards calculations of Customs duty, collection procedure,


                                             10
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
        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
        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

                                            11
        Business Tax Regulations (Tentative) of the People’s Republic of China
        Consumption Tax Regulations (Tentative) of the People’s Republic of China
        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
        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
        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


                                            12
        Law of the People’s Republic of China on Import and Export Commodity
         Inspection
        Fire Prevention Law of the People’s Republic of China
        Advertisement Law of the People’s Republic of China
        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.




                                            13
     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




                                            14
     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.




                                            15
           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.




                                          16
         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.




                                            17
         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.




                                            19
    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
by-products 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
exercise supervision over the use of the above-mentioned animal and plant foodstuff. The

                                             20
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.




                                           21
             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




                                           22
     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




                                           23
     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
                        Quarantine

                                         24
                        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
               Administrative Office


     Research Center / Strategy Planning Department



       International Participants Department




                                                      Chief Designers
        Exhibition Content & Cultural Activities
                     Department


            Market Development Department
                                                                                                                                                                                             Ref: 1-4 Organizational Chart




      Media Center / Public Relations Department




26
                                                                                   Organizer
                                                                                  Coordination

      Construction Coordination Department
                                                                                                              Executive Committee
                                                                                                                                                               Headed by Mme. Wu Yi




                                                                                                         Headed by Mr. Chen Liangyu
                                                                                                                                                            National Organizing Committee




                                                                                                         Shanghai 2010 World Exposition
                                                                                                                                                            Shanghai 2010 World Exposition




        Operation Management Department
                                                                         Bureau of Shanghai World Expo




          Planning & Finance Department


           Human Resources Department
                                                      Chief Architects




             Legal Affairs Department
                                                                                                                                            of the Exposition
                                                                                                                                            Mr. Hua Junduo
                                                                                                                                          Commissioner General




       Supervising & Auditing Department
     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.




                                           30
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.




                                             31
                                        Monthly Average Temperature (℃)


        35

        30

        25

        20

        15

        10

         5

         0
                 Jan.    Feb.    ar
                                M .    Apr .   May         June    Jul y     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.

                                                     32
         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
                                   May 16th, 2010
the Disabled

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
                                   June 26th, 2010
Abuse and Illicit Trafficking
UN International Day of
                                   July 3rd, 2010
Cooperatives

World Population Day               July 11th, 2010

International Youth Day            August 12th, 2010




                                           33
 Chinese Valentine’s Day                  August 16th, 2010 (July 7th in the Chinese lunar calendar)

 Clean Up the World Day                   September 14th, 2010

 International Day of Peace               September 21st, 2010

                                          September 22nd, 2010 (August 15th in the Chinese lunar
 Mid-Autumn Festival
                                          calendar)

 World Tourism Day                        September 27th, 2010

                                          September 28th, 2010 (August 21st in the Chinese lunar
 Birthday of Confucius
                                          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.




                                                 34
2.5 Calendar
               January                                February                               March
    S    M    T W T            F    S    S    M    T W T              F    S    S    M    T W         T    F    S
                               1    2          1    2     3    4       5    6         1    2   3       4    5    6
     3    4    5     6     7   8    9    7     8    9 10 11           12   13    7    8    9 10       11   12   13
    10   11   12    13    14   15   16   14   15   16 17 18           19   20   14   15   16 17       18   19   20
    17   18   19    20    21   22   23   21   22   23 24 25           26   27   21   22   23 24       25   26   27
    24   25   26    27    28   29   30   28                                     28   29   30 31
    31
                   April                                 May                                   June
    S    M    T     W T        F    S    S    M    T      W T         F    S    S    M    T     W     T    F    S
                         1     2    3                                       1              1     2     3    4    5
     4    5    6     7   8     9    10   2     3    4      5      6    7    8    6    7    8     9    10   11   12
    11   12   13    14 15      16   17   9    10   11     12     13   14   15   13   14   15    16    17   18   19
    18   19   20    21 22      23   24   16   17   18     19     20   21   22   20   21   22    23    24   25   26
    25   26   27    28 29      30        23   24   25     26     27   28   29   27   28   29    30
                                         30   31
                   July                                 August                              September
    S    M    T     W     T    F    S    S    M    T      W      T    F    S    S    M    T W T            F    S
                           1   2    3    1     2    3      4      5    6    7                   1     2     3    4
     4    5    6     7     8   9    10   8     9   10     11     12   13   14    5    6    7    8     9    10   11
    11   12   13    14    15   16   17   15   16   17     18     19   20   21   12   13   14 15 16         17   18
    18   19   20    21    22   23   24   22   23   24     25     26   27   28   19   20   21 22 23         24   25
    25   26   27    28    29   30   31   29   30   31                           26   27   28 29 30

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

          The Duration of Expo 2010




                                                   35
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


                                              36
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

                                              37
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
post-urbanization 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


                                             40
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.
     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.


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      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. 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

                                               42
hinterland in the countryside.

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
        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.


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     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,
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.


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        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
hands.
        After-show: Wall of Career
      Visitors will pass a corridor formed by two walls. On these walls are numerous
high-definition 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


                                             45
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;
        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


                                            46
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 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

                                              47
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
these exhibits may include:
        ―City Footprint‖ historical photographs exhibit
        ―City in My Eyes‖ children’s paintings exhibit
        ―Growing Pains‖ household collection exhibit
        ― My Green Hometown‖ invention show
        ― My Favorite City‖ photograph exhibit
        …
     “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:
        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.


                                            48
       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 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)
       Writing Contest on the theme of the Expo 2010 (Jul.21 – Sep.15, 2004)
       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



                                           49
        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
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‖
        Urban economic growth strategy and ―City of Harmony‖
        Technological solutions to livable urban and rural areas
        Solutions to ―Balanced Communities‖
        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:


                                             50
        National/City Food Festival to be held during National Days;
        ―The Bazaar”: An outdoor market run by charity groups, mainly selling
         home-made handicrafts and household collections;
        “Street Corners”: A program featuring shows of street artists from around the
         world;
        Innovative Culinary Event: Such as Healthy Lunch Box Competition;
        …
     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:
        ―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;
        Ten most beautiful towns of the world;
        Ten most lasting urban images (photographs);
        Top ten events in world urban development;
        Ten most livable rural areas;
        Ten most important technologies of the future;

                                            51
       …
     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
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


                                            52
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
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‖.




                                             53
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
sub-themes 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.)




                                            55
              Z1:Sub-theme – Blending of Diverse Cultures in the City

              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       Mythology and epics                 Historic neighborhoods         Silk Road
Past




               for the young                     Totem worship                       Folk songs/ballads             Spread of religions
              Local customs                     Mother tongue and dialect           Downtown (Church/Square/       Navigation and adventure
              Family rites                      Traditional festivals                Marketplace)                   The Renaissance
Y1




              Golden / Silver Weddings                                               Cultural celebrities


              Diversified Material and            Organized Cultures in the            Cultural Strategy of the       Extensive Exchanges in the
               Spiritual Enjoyments                   Modern Society                        Modern City                Context of Globalization
Present




              Exotic cuisines                   Corporate culture                   City flower/ bird/tree         Global cultural festivals
              Fashion channels                  Campus culture                      Urban cultural landmarks       World Heritage City/Livable
              International film festivals      Institutional/ Culture              Folk art festivals              Cities
              F1 racing                         Community culture                   Conservation of historic       Global brands
Y2




                                                                                       buildings                      Cyber friends


                                                                                                                                   (Continued)




                                                                              56
           Passport to the Global Village   Equal Dialogue among Diverse               A Future City of Diverse              Equal Interactions between
                                                      Cultures                               Cultures                            Human Cultures
              Command of foreign               Multicultural communication            Multi-lingual online library         Translation machine
Future




               languages                         plan                                   City of multiple religious           World Expositions
              Transnational education          Mainstream and                          faiths                               Virtual global village
              International vocational          non-mainstream media                   Multi-lingual electronic road        Digital Silk Road
               qualification                    Blogs                                   signs
Y3




              Cross-border marriage            Multi-ethnic schools                   Preservation of culture/ art
                                                                                         forms on the verge of
                                                                                         extinction

           Growing up in the Big World          Culture of Different Groups            Cultural System in the City             Cultural Identification
Timeless




              Schools                          Ballet, opera and symphony             Art                                  Cultural identity
              Family migration                 Bestsellers/fashion                    Language                             Cultural freedom
              Neighborhood playmates            magazines/pop music                    Education                            Creative industries
              Study abroad                     Street artists                         Ethics                               Innovative use of historic
Y4




                                                Membership clubs                                                              buildings




                                                                              57
              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    Agricultural Society and Early     From Marketplaces to Cities            Beginning of International
                     Vocation                     Industrialization                                                            Trade
Past




             Traditional crafts              From nomads to villagers            Commodity distributing            Silk Road
             Family workshop                 Village economy                      centers                           Maritime trade
             Craftsmen and technicians       Apprenticeship                      Birth and use of currencies       Precious metals and spices
Y1




             Merchants                       Guilds                              Birth of manufacturing            Market expansion
                                                                                   Warehousing

               Evolution of Modern          Production & Consumption in            Industrial Structure in the        Urban Functions in the
                     Vocations                   the Industrial Age                       Modern City                 Context of Globalization
Present




             Professionals                  Blue-collar, white-collar and         Manufacturing industry          International ports
             Job training                    gray-collar workers                   Modern service industry         International shipping center
             Job agency/head hunters        Scale production                      Information industry            International manufacturing
             Continuing education           Consumerism                           Logistics center                 center
Y2




                                             Entrepreneurship                                                       International software center




                                                                          58
                     Future Professions        Division of Labor in the Future            Recycle Economy in a Future            International Economic
                                                                                                      City                             Cooperation
                   SOHO                          Special accreditation                   Energy saving/renewable             World poverty reduction
Future




                   E-commerce                    New industries and sectors               resources                           Gradient transfer of
                   Flexitime                     Learning capability                     3Rs                                  technology
                   Life-long education and       Education of versatile talents          Cleaner production                  Relocation of industrial
Y3




                    learning                                                               Green consumption                    sectors
                                                                                                                                FDI risk management

                  Personal Value and Family    Redistribution of Social Wealth           Economic Function of the City            Common Challenges
                           Wealth
Y4 Timeless




                   Higher education              Taxation reform                          Human resources                    Flow of wealth across the
                   Career planning and           Charity fund                             Infrastructure and facilities       world
                    development                   Public goods and social                  Industrial agglomeration           Environmental issues
                   Household financial plan       welfare                                  Commodity exchanges                Energy issues
                   Work and leisure              Unemployment                                                                 Employment issues
                                                   benefit/pension




                                                                                    59
              Z3:Sub-theme – Innovation of Science and Technology in the City

               X1 Individuals/Families          X2 Groups/Communities                  X3 Cities/Countries             X4 Earth/Environment
              Superstition and Wisdom        Spread of Knowledge and Skills       Technology and Making of the      Footsteps of Human Progress
                                                                                                City
              Horoscope and ancient            Master-apprentice relationship     Irrigation technology             Heliocentric/Geocentric
               astrology                        Technical schools                  Storage and preservation of        theory of the universe
Past




              Alchemy and chemical             Science and technology              agricultural products             Evolutionism
               experiment                        archives                           Power generation and              Theory of Relativity
Y1




              Metallurgy technology            Universities and research           supply                            The Big Bang theory
              Discovery of π                    institutes                         High-rise buildings



                  Life Revolution                Protection of Innovation             Center of Technological       High Technology Beneficial to
                                                                                           Revolution                       Humankind
Present




              Steam engine/Maglev              Patent application                  Institutions of higher           Land reclamation from the
              Wright Brothers/supersonic       Patent database                      learning                          sea
               airliner                         IPR legislation                     Corporate R&D                    Control of Natural disasters
              Telephone/Internet               Transfer of technology              Combination of enterprises,      Nuclear power
Y2




              Penicillin/ Genetic therapy                                            universities and research        Space navigation
                                                                                      institutes
                                                                                     Hi-tech parks/incubators




                                                                             60
               Man-centered Technology           Ethics of Technology             Technology in Service of the          Endless Exploration
                                                                                             City
Future




               New medical technologies      Human cloning                       Intelligent transport            Life science
               Household robots              Human brain transplant              Anti-terrorist and               Earth and environment
               Green habitats                Asexual reproduction                 disaster-relief technology        science
Y3




               Space travel                  Robot programming                   New energies                     Human brain and cognition
                                                                                   Biological technologies          Exploration beyond Earth

                From Life, Back to Life         Science and Technology            Embedded Innovativeness            Theorems and Experiments
                                                      Education
Timeless




               Dream for longevity           Science theme park                  Education clusters               World of atoms and
               Desire for higher speed       Science magazine                    Talents                           molecules
               Bionics                       Research institute                  Research groups                  Amino acids and proteins
               Harmony between man and       Forum on science and                Corporate investment in          Theories of the Universe
Y4




                nature                         technology                           R&D                              Physics




                                                                         61
                Z4:Sub-theme – Remodeling of Communities in the City

               X1   Individuals/Families          X2   Groups/Communities               X3    Cities/Countries             X4   Earth/Environment
                    Family Heritage               Traditional Habitat Model            Birth and Evolution of             Memories of the Human
                                                                                           Communities                           Society
Past




               Hometown/family origin           Local–style residence               Streets and squares                Listed buildings
               Traditional family tutoring      Multi-generation families           Public hygiene                     China towns /Jewish
               Ancestral hall                   Cemetery and church                 Old town renovation                 communities
Y1




               Genealogy                        Folk festival                       Ethnic communities                 Relics of war
                                                                                                                          Historic streets

              Life in a Corner of the City    Change of Modern Communities Towards Healthy Communities                   Community Development in
                                                                                                                         the Context of Globalization
               Convenience shops                Young white-collar                  Redevelopments                     Multi-lingual schools
Present




               Community library                 community                           Feeder transport facilities        Religious facilities
               Home for the aged/nursery        Industrial workers’                 Housing policy                     Multi-ethnic festivals
               Community volunteers              community                           Treatment of wastes                International exchanges in
                                                 Informal settlement                                                      the communities
Y2




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




                                                                              62
                   New Style of Life            Common Home for Man and              Communities in a Livable City            Future Communities in the
                                                        Nature                                                                 Context of Globalization
Future




               Intelligent residence            Landmark of community                   Cities without Slums               Global village
               Barrier-free communities          culture                                 Anti-terrorist and                 World citizens
               Community-based life-long        Public space                             disaster-relief measures           Eco-friendly communities
                education                        Interpersonal communication             Recycling energy                   Intelligent communities
Y3




               Communal code of conduct         Waterfront residence/                   Garden city
                                                  community green space

               Charm of Community Life          Community and Social Policy              Community Administration              Community Remodeling
Timeless




               Entertainment                    Community job center                    Community democracy                New community planning
               Health care                      Special welfare policy                  Public notices and hearings        Diversity of community life
               Commercial services              Anti-crime mechanism                    Legislations and regulations       Environmental protection
               Education                        Care for women and children             Mutual help among                  Community democracy and
Y4




                                                                                           residents                           Empowerment




                                                                                63
              Z5:Sub-theme – Rural-Urban Interaction

               X1   Individuals/Families          X2    Groups/Communities                X3   Cities/Countries            X4   Earth/Environment
               Moving into the City            Rural-Urban Communication                Traditional Linkages            History of Rural-Urban Life
              Dialects                         Family visits                        Resources and                     Spread of modernity and
              Blood and geographic             Urban-rural marriages                 industrialization                  humanism
Past




               bonds                            Kinship/countrymen job               Change of lifestyle in the        Protection of natural
              Crafts                            referral network                      rural area                         environment
Y1




              Traditional cuisine              Remittance back to the rural         Rural labor surplus               Progress of agricultural
                                                 area                                 Rural demand for                   technologies
                                                                                       commodities                       Urbanization of rural areas

          Rural-Urban-Rural Migration           Gradual Elimination of the          Rural-Urban Linkages in the     Rural-Urban Linkages in the
                                                   Rural-urban Divide              Context of Rapid Urbanization     Context of Globalization
              Flow of labor                    Migration                            Conservation of farm land         Ecological agriculture
              Minimum wage/maximum             Automobiles and modern               Management of migrant              /sightseeing agriculture
Present




               working hours per week            transport                             population in the city            Raw material and waste
              Weekend country residence        Modernization and                    Food supply                        recycling in urban and rural
              Supermarkets/grocery              urbanization of the rural area       Job opportunities for              areas
Y2




               stores                           Change of urban habitation            landless farmers                  Global campaign to promote
                                                 model                                                                    green agriculture
                                                                                                                         Education and promotion of
                                                                                                                          eco-awareness




                                                                              64
           Rural-Urban Amphibian Life          Rural-Urban Integration          Models of Harmonious Rural-   Rural-Urban Interaction and
                                                                                Urban Interactions                 Recycle Economy

              Family health care             Direct sales of farm produce        Garden city                  High-added-value
Future




              Distance education             Sightseeing agriculture/            City for holiday-makers       agriculture
              Urban farmers                   soilless planting                   Environment-friendly         New global rules for
              Household-based                Green communities                    villages                      agriculture
Y3




               commerce                       Satellite towns                     New agricultural             Global efforts to protect the
                                                                                    technologies                  environment
                                                                                                                 Resource recycling in urban
                                                                                                                  and rural areas

                Rural-Urban Gaps              Rural-Urban Interaction at        Synchronized Development of   Global Rural and Urban Issues
                                                  Community Level                  Urban and Rural Areas              and Solutions
Timeless




              Digital divide                 Technological exchanges             Well-managed urban           Population growth
              Job opportunities              Cultural interactions                expansion                    Food shortage and supply
              Health care /epidemic          Job and education                   Countryside coop credit      Forest protection
               prevention                      opportunities                       Agriculture technology       Supply of clean water
Y4




              Pace and concept of life       Poverty reduction in the rural       exchange /seed base
                                               area                                Farm produce demand
                                                                                    database




                                                                           65
     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
professions and the way people work in the future.


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     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
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.

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     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
center, International software center
     X4 Earth, Environment / Y3 Future


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     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       Brothers/Supersonic       airliner,
Telephone/Internet, Penicillin/Genetic therapy
     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
has improved their life.
    Clues: Dream for longevity, Desire for higher speed, Bionics, Harmony between
man and nature

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     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 - 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,

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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
co-existence 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
     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


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    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
    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

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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 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



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     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         facilities,   Multi-ethnic   festivals,
International exchanges in the communities
    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
protection, Community democracy and Empowerment

    5. Z5 Sub-theme – Interaction between the City and the Countryside
    X1 Individuals, Families / Y1 Past



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      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
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

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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
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


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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
clean water

III. Matrix-based content development – Illustrations
     From explication of the connotations to the development of matrix, the Organizer

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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                           Man-centered Technology
          (Z2/X1/Y3)                                      (Z3/X1/Y3)
    SOHO                                          New medical technologies
    E-commerce                                    Household robots
    Flexitime                                     Green habitats
    Life-long education       and                 Space travel
     learning


      Endless Exploration                                 New Style of Life
           (Z3/X4/Y3)                                        (Z4/X1/Y3)
    Life science                                  Intelligent residence
    Earth and environment                         Barrier-free communities
     science                                       Community-based life-long
    Human brain and cognition                      education
    Exploration beyond Earth                      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

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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 22nd
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            Technology in Service          History of Urban-Rural
  Traditions (Z1/X2/Y1)           of the City (Z3/X3/Y3)         Life (Z5/X4/Y1)
    Mythology and epics              Intelligent transport        Spread of modernity
    Totem worship                    Anti-terrorist    and         and humanism
    Mother tongue and                 disaster-relief              Protection of natural
     dialect                           technology                    environment
    Traditional festivals            New energies                 Progress of agricul-
                                      Biological                    tural technologies
                                       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
hand-woven 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
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.



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     Man-centered                   New Style of Life          Common Home for
       Technology                     (Z4/X1/Y3)                Man and Nature
       (Z3/X1/Y3)                                                  (Z4/X2Y3)
    New medical                  Intelligent                 Landmark of
     technologies                 residence                      community culture
    Household robots            Barrier-free                 Public space
    Greens habitats              communities                  Interpersonal
    Space travel                Community-based                communication
                                  life-long                    Waterfront resi-
                                  education                      dences /community
                                 Communal code                  green space
                                  of conduct
     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 tele-
communications 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.
     Life Revolution                Common Home for               Industrial Structure
       (Z3/X1/Y2)                    Man and Nature                    in the City
                                       (Z4/X2/Y3)                      (Z2/X3/Y2)
  Steam engine/                     Landmark of                  Manufacturing
   Maglev                             community                    Modern service
  Wright                             culture                         industry
   Brothers/supersoni                Public space                 Information
   c airliner                        Interpersonal                  industry
  Telephone/Internet                 communication                Logistics center
  Penicillin/ Genetic               Waterfront
    therapy                           residence /
                                      community green
                                      space
     3. Exhibition Design


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     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.

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

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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.
     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


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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
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


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    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,
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


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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
hands.
        After-show: Wall of Career
      Visitors will pass a corridor formed by two walls. On these walls are numerous
high-definition 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.



                                             87
        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;
        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,


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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 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

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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
these exhibits may include:
        ―City Footprint‖ historical photographs exhibit
        ―City in My Eyes‖ children’s paintings exhibit
        ―Growing Pains‖ household collection exhibit
        ― My Green Hometown‖ invention show
        ― My Favorite City‖ photograph exhibit
        …
     “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,


                                              90
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:
        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 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)
        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
        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
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‖
        Urban economic growth strategy and ―City of Harmony‖
        Technological solutions to livable urban and rural areas
        Solutions to ―Balanced Communities‖
        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

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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:
        National/City Food Festival to be held during National Days;
        ―The Bazaar”: An outdoor market run by charity groups, mainly selling
         home-made handicrafts and household collections;
        “Street Corners”: A program featuring shows of street artists from around the
         world;
        Innovative Culinary Event: Such as Healthy Lunch Box Competition;
        …
     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

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     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:
       ―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;
       Ten most beautiful towns of the world;
       Ten most lasting urban images (photographs);
       Top ten events in world urban development;
       Ten most livable rural areas;
       Ten most important technologies of the future;
       …
     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
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


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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
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


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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:
         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


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        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


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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

                                                                                      Area
                                                                     Number of
                         Types of Pavilions                                         (Square
                                                                     Participants
                                                                                    Meters)

              Pavilion designed and built by official participants       40         200,000

  Foreign
               Stand-alone pavilion structure to be built by the
 National                                                                30          70,000
                   Organizer and rented to participants
 Pavilions
                Pavilion constructed by the Organizer offering
                                                                         90          85,000
             covered space to developing countries free of charge

               International Organization Pavilion                       20          40,000

                        Corporate Pavilion                               30         210,000



                                                  100
                       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

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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

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      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
anti-terrorism 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

                                             104
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:
4-9).
       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

                                             105
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).


                                             106
      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

                                             107
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


                                              108
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
person-times, 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


                                           109
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.


                                             110
      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.
     4.12.2 Enterprise and Resident Relocation, and Transportation


                                            111
     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
infrastructure facilities, environments and landscapes and townscapes. The construction


                                             112
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.




                                             113
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
        The Organizer will provide the services of electricity, gas, water supply and

                                             114
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.




                                            115
2.7 Sample 1:
      Sample 1 shows a pavilion with a floor area of 2000 m2 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




                                                                                         Exhibition
                                                                                         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.




                                              116
     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
                                                             Outline Budget   Cost Index
    Pavilion with a floor                  Area
                       2                                                                                Description
     area of 2,000 m                            2                                         2
                                            m                  1,000 RMB       RMB/m
  Construction




                                                                                                 Steel structures, partially
                 Structures                2,000                 3,200           1,600           concrete structures


                                                                                                 Partition walls, doors and
                 Secondary Structures      2,000                  400            200             windows


                                                                                                 Partially curtain walls and
                 Exterior facade           2,000                 2,400           1,200           roof systems


                 Air conditioning
                 interface
                                           2,000                   60                30          Interface of chilled water
  Installation




                                                                                                 Electricity interface and basic
                 Electricity               2,000                  200            100             lighting


                 Water supply and                                                                Water supply and drainage
                 drainage systems
                                           2,000                   60                30          systems


                                                                                                 Fire services and alarming
                 Fire services             2,000                  440            220             systems

                                                                                                 Calculation based on 10% of
       Design and project
                                           2,000                  676            338             the above construction and
         management                                                                              installation expenses


                      Total                                      7,436           3,718


    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
                                                    Floor         Outline
                                                                                Cost Index
  Pavilion with a floor area                        Area          Budget
                     2                                                                                       Description
         of 2,000 m                                      2         1,000              2
                                                     m                        RMB/m            Unit
                                                                   RMB
Exhibiti
on item




                                                                                                          Calculation based
                 Interior decoration and                                                                  on 10% of the below
                                                    2,000          1,650       825            RMB/ m2
                 exhibition Design                                                                        decoration and
                                                                                                          exhibition expenses




                                                                    117
                 Interior                                             Floor, ceiling, indoor
                               2,000   1,400     700     RMB/ m2
                 decoration                                           office decoration
                 Air
                                                                      Air conditioning unit,
                 conditionin
                                                                  2   air duct, ventilation
                 g and         2,000    900      450     RMB/ m
                                                                      facilities and other
                 ventilation
                                                                      components
                 systems
Basic interior
decoration and   Water                                                Water supply,
installation     supply and                                       2   drainage systems,
                               2,000    200      100     RMB/ m
                 drainage                                             sanitary fittings, gas
                 systems                                              facilities, etc.
                 Electricity
                                                                      Power facilities,
                 and
                                                                      lighting,
                 internet      2,000   1,000     500     RMB/ m2
                                                                      telecommunication
                 telecom
                                                                      and internet, etc.
                 systems
                                                                      Multi-media
                                                                      information systems
                                                                      (including 32
                                                                      monitors and
                                                                      computers), lighting
                                                                      control systems,
                 Pre-show                                             audio systems
                                       3,000    1,500    RMB/ m2
                 space                                                (including 16
                                                                      speakers and main
                                                                      computers), video
                                                                      and control systems
                                                                      (including 2
                                                                      television sets and 2
                                                                      projections)
Exhibition
equipment &                                                           Lighting control
hardware                                                              systems, audio
(including                     2,000
                                                                      systems, video and
shipment &                                                            control systems
                 Exhibition                              RMB/ m2
Installation)                          7,600    3,800                 (including 16
                 space
                                                                      television sets, 2
                                                                      projections and 2
                                                                      LED screen
                                                                      systems)
                                                                      Theater lighting,
                                                                      lighting control
                                                                      systems, audio
                                                                      systems (digital
                 Main
                                       2,400    1,200    RMB/ m2      sound systems) and
                 theater
                                                                      video systems
                                                                      (including High
                                                                      resolution
                                                                      projection)

                                                                      Movie making,
Exhibition
                               2,000   1,600     800     RMB/ m2      software
software
                                                                      programming

Office's
                                                                      Chairs, partitions
furniture and                  2,000    240      120     RMB/ m2
                                                                      and other furniture
equipment

                                                                      Recovering the
Dismantling                    2,000    200      100     RMB/ m2
                                                                      original situation


Subtotal                               20,190   10,095   RMB/ m2




                                         118
                                                                                           Including
                                                                                           salary(20,000
                                                                                           RMB/month/person)
                                                                                           ,accommodation(20,
                                                                                           000RMB/month/per
                                                                                           son), food and
                  Managerial                                                     RMB/
                                                15                                         transportation
                 and technical                            4,050     45,000      month/
                                              persons                                      expenses(5,000RM
                     staff                                                      person
                                                                                           B/month/person)
                                                                                           etc. Total
                                                                                           expense:45,000
                                                                                           RMB/month/person*
                                                                                           6 months. Two
                                                                                           shifts.

                                                                                           Salary(5,000
                                                                                 RMB/
                                                                                           RMB/month/
                 .Secretaries                 4 persons    120      5,000       month/
                                                                                           person*6
                                                                                person
                                                                                           months).Two shifts.

                                                                                           Salary
                                                                                 RMB/      (24,000RMB/mont
                 Interpreters                 4 persons    576      24,000      month/
                                                                                           h/person*6
                                                                                person
                                                                                           months).Two shifts.

                 Security and                                                  RMB/ m2
Operation cost




                                               2,000      3,600       10                   10 RMB/ m2 /day
                 cleaning                                                       /day

                                                                                           Expenses of water
                                                                                           supply, electricity,
                                                                                           gas,
                 Other                                                                     telecommunication
                 administration                  1        3,000    300,000     RMB/ item   and cleaning, etc.
                 expenses                                                                  (500,000
                                                                                           RMB/month*6
                                                                                           months)

                                                                                           Visitor promotion &
                                                                                           publicity expenses,
                                                                                           photography
                 Publicity &
                                                 1        1,500    1,500,000   RMB/ item   expenses,
                 record
                                                                                           newsletter
                                                                                           production
                                                                                           expenses


                 Maintenance                     1        1,200    1,200,000   RMB/ item   Varied maintenance


                                  Life                                                     Insurance to cover
                                                 1         100     100,000     RMB/ item
                                  insurance                                                the staff's lives

                 Insurance        Fire                                                     Including in the
                                                 1                     -
                                  insurance                                                property insurance
                                                                                           Insurance to cover
                                  Property
                                                 1         100     100,000     RMB/ item   structure, facilities or
                                  insurance
                                                                                           equipment installed

                 Subtotal                                 14,246    7,123

                         Total                            34,436




                                                            119
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




                                                                                            Exhibition
                                                                                            Site
                                                                                            Boundary
                                                                                            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.




                                               120
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
                                                  Floor                  Outline
        Pavilion with a floor                                                        Cost Index
                           2
                                                  Area                   Budget                                    Description
         area of 6,000 m                                   2                                      2
                                                       m                1,000 RMB     RMB/m

                                                                                                       Steel structures, partially
                  Structures                      6,000                   9,000        1,500
                                                                                                       concrete structures
   Construction




                  Secondary                                                                            Partition walls, doors
                                                  6,000                   1,200         200
                  Structures                                                                           and windows

                                                                                                       Partially curtain wall and
                  Exterior facade                 6,000                   7,200        1,200
                                                                                                       roof systems

                  Air conditioning
                                                  6,000                    180           30            Interface of chilled water
                  interface
   Installation




                                                                                                       Electricity interface and
                  Electricity                     6,000                    600          100
                                                                                                       basic lighting

                  Water supply and                                                                     Water supply and
                                                  6,000                    180           30
                  drainage systems                                                                     drainage systems

                                                                                                       Fire services and
                  Fire services                   6,000                   1,320         220
                                                                                                       alarming systems
                                                                                                       Calculation based on
 Design and project                                                                                    10% of the above
                                                  6,000                   1,968         328
 management                                                                                            construction and
                                                                                                       installation expenses

                        Total                                             21,648       3,608


    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
                                                               Floor       Outline
                                                                                        Cost Index
        Pavilion with a floor area of                          Area        Budget
                           2                                                                                          Description
                 6,000 m                                            2       1,000             2
                                                                m                    RMB/m             Unit
                                                                            RMB
                                                                                                                    Calculation based
Exhibition




                  Interior decoration and exhibition                                                           2    on 10% of the below
                                                               6,000        5,070      846            RMB/ m
                  Design                                                                                            decoration and
  item




                                                                                                                    exhibition expenses

                   Basic interior   Interior                                                                        Floor, ceiling, indoor
                                                               6,000        3,000      500            RMB/ m2
                  decoration and    decoration                                                                      office decoration




                                                                           121
  installation                                                            Air conditioning unit,
                 Air conditioning
                                                                      2   air duct, ventilation
                 and ventilation    6,000    2,400   400     RMB/ m
                                                                          facilities and other
                 systems
                                                                          components
                                                                          Water supply,
                 Water supply
                                                                      2   drainage systems,
                 and drainage       6,000    480      80     RMB/ m
                                                                          sanitary fittings, gas
                 systems
                                                                          facilities, etc.
                                                                          Power facilities,
                 Electricity and
                                                                          lighting,
                 internet telecom   6,000    2,880   480     RMB/ m2
                                                                          telecommunication
                 systems
                                                                          and internet, etc.
                                                                          Multi-media
                                                                          information systems
                                                                          (including 32
                                                                          monitors and
                                                                          computers), lighting
                                                                          control systems,
                                                                          audio systems
                 Pre-show space              7,200   1,200   RMB/ m2
                                                                          (including 24
                                                                          speakers and main
                                                                          computers), video
                                                                          and control systems
                                                                          (including 4
                                                                          television sets and 2
                                                                          projections)
Exhibition
equipment &                                                               Lighting control
hardware                                                                  systems, audio
(including                          6,000
                                                                          systems, video and
shipment &                                                                control systems
                                                             RMB/ m2
Installation)    Exhibition space           22,800   3,800                (including 16
                                                                          television sets, 2
                                                                          projections and 4
                                                                          LED screen
                                                                          systems)
                                                                          Theater lighting,
                                                                          lighting control
                                                                          systems, audio
                                                                          systems (digital
                 Main theater               12,000   2,000   RMB/ m2      sound systems) and
                                                                          video systems
                                                                          (including High
                                                                          resolution
                                                                          projection)

                                                                          Movie making,
Exhibition
                                    6,000    2,400   400     RMB/ m2      software
software
                                                                          programming

Office's
                                                                          Chairs, partitions
furniture and                       6,000    600     100     RMB/ m2
                                                                          and other furniture
equipments

                                                                          Recovering the
Dismantling                         6,000    600     100     RMB/ m2
                                                                          original situation


Subtotal                                    59,436   9,906   RMB/ m2




                                            122
                                                                                                 Including
                                                                                                 salary(20,000
                                                                                                 RMB/month/person)
                                                                                                 ,accommodation(20,
                                                                                                 000
                                                                                       RMB/      RMB/month/person)
                 Managerial                                                            month/    ,food and
                                                          50
                 and technical                                    13,500    45,000     person    transportation
                                                        persons
                 staffs                                                                          expenses(5,000RM
                                                                                                 B/month/person)
                                                                                                 etc. Total
                                                                                                 expense:45.000
                                                                                                 RMB/month/person*
                                                                                                 6 months. Two
                                                                                                 shifts.

                                                                                                 Salary
                                                           5
                                                                                       RMB/      (5,000RMB/month/
                 .Secretaries                                      150      5,000      month/
                                                        persons                                  person*6months).T
                                                                                       person
                                                                                                 wo shifts.

                                                                                                 Salary
                                                           5
                                                                                       RMB/      (24,000RMB/mont
                 Interpreters                                      720      24,000     month/
                                                        persons                                  h/person*6months)
                                                                                       person
                                                                                                 .Two shifts.
Operation cost




                 Security and                                                          RMB/ m2
                                                         6,000    10,800      10                 10 RMB/ m2 /day
                 cleaning                                                               /day

                                                                                                 Expenses of water
                                                                                                 supply, electricity,
                                                                                                 gas,
                 Other                                                                           telecommunication
                                                                                        RMB/
                 administration                           1       8,400    8,400,000             and cleaning, etc.
                                                                                        item
                 expenses                                                                        (1,400,000
                                                                                                 RMB/month*6
                                                                                                 months)

                                                                                                 Visitor promotion &
                                                                                                 publicity expenses,
                                                                                                 photography
                 Publicity &                                                            RMB/
                                                          1       4,000    4,000,000             expenses,
                 record                                                                 item
                                                                                                 newsletter
                                                                                                 production
                                                                                                 expenses

                                                                                        RMB/
                 Maintenance                              1       3,000    3,000,000             Varied maintenance
                                                                                        item

                                                                                        RMB/     Insurance to cover
                                       Life insurance     1        200     200,000
                                                                                        item     the staff's lives

                 Insurance                                                                       Including in the
                                       Fire insurance     1                    -
                                                                                                 property insurance
                                                                                                 Insurance to cover
                                       Property                                         RMB/
                                                          1        200     200,000               structure, facilities or
                                       insurance                                        item
                                                                                                 equipment installed

                 Subtotal                                         40,970

                               Total                              95,606




                                                                  123
        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 m2, 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


                                             124
         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 1st 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)




                                             125
     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
                                                        Floor     Outline
               Pavilion with a floor area                                     Cost Index
                                 2
                                                        Area      Budget                            Description
                       of 500 m                              2                       2
                                                         m       1000 RMB   RMB/m         Unit
                                                                                                   Calculation
                                                                                                   based on 10% of
                   Interior decoration and exhibition                                              the below
                                                         500        460      920         RMB/ m2
                   Design                                                                          decoration and
                                                                                                   exhibition
                                                                                                   expenses
                                                                                                   Floor, ceiling,
                                     Interior
                                                         500        400      800         RMB/ m2   indoor office
                                     decoration
                                                                                                   decoration
                                                                                                   Air conditioning
                                     Air                                                           unit, air duct,
                                     conditioning                                                  ventilation
                                                         500        220      440         RMB/ m2
                                     and ventilation                                               facilities and
                                     systems                                                       other
                   Basic interior                                                                  components
                   decoration and                                                                  Water supply,
                   installation      Water supply                                                  drainage
                                     and drainage        500        65       130         RMB/ m2   systems, sanitary
                                     systems                                                       fittings, gas
                                                                                                   facilities, etc.
                                                                                                   Power facilities,
                                     Electricity and
 Exhibition item




                                                                                                   lighting,
                                     internet
                                                         500        215      430         RMB/ m2   telecommunicatio
                                     telecom
                                                                                                   n and internet,
                                     systems
                                                                                                   etc.
                                                                                                   Multi-media
                                                                                                   information
                                                                                                   systems
                                                                                                   (including 18
                                                                                                   monitors and
                                                                                                   computers),
                                                                                                   lighting control
                                                                                                   systems, audio
                                     Pre-show                                                      systems
                                                                   1,400     2,800       RMB/ m2
                                     space                                                         (including 8
                   Exhibition                                                                      speakers and
                   equipment &                                                                     main computers),
                   hardware                                                                        video and control
                   (including                            500                                       systems
                   shipment &                                                                      (including 2
                   Installation)                                                                   television sets
                                                                                                   and 1
                                                                                                   projections)
                                                                                                   Lighting control
                                                                                                   systems, audio
                                                                                                   systems, video
                                     Exhibition                                                    and control
                                                                    900      1,800       RMB/ m2
                                     space                                                         systems
                                                                                                   (including 8
                                                                                                   television sets, 2
                                                                                                   projections)




                                                                  126
                                                                                        Theater lighting,
                                                                                        lighting control
                                                                                        systems, audio
                                                                                        systems (digital
                                                                                        sound systems)
                                  Main theater              1,400    2,800    RMB/ m2
                                                                                        and video
                                                                                        systems
                                                                                        (including High
                                                                                        resolution
                                                                                        projection)

                                                                                        Movie making,
                 Exhibition
                                                   500       400     8,00     RMB/ m2   software
                 software
                                                                                        programming

                 Office's                                                               Chairs, partitions
                 furniture and                     500       65      130      RMB/ m2   and other
                 equipment                                                              furniture

                                                                                        Recovering the
                 Dismantling                       500       50      100      RMB/ m2
                                                                                        original situation


                 Subtotal                                   5,575   11,150    RMB/ m2

                                                                                        Including
                                                                                        salary(20,000
                                                                                        RMB/month/pers
                                                                                        on),accommodati
                                                                                        on(20,000
                                                                                        RMB/month/pers
                 Managerial                                                   RMB/      on),food and
                                                    8
                 and technical                              2,160   45,000    month/    transportation
                                                 persons
                 staffs                                                       person    expenses(5,000
                                                                                        RMB/month/pers
                                                                                        on) etc. Total
                                                                                        expense:45,000
                                                                                        RMB/month/pers
                                                                                        on*6 months.
                                                                                        Two shifts.
                                                                                        Salary
                                                                                        (5,000RMB/mo
Operation cost




                                                                              RMB/
                                                    2
                 .Secretaries                                60      5,000    month/    nth/person*6
                                                 persons
                                                                              person    months).Two
                                                                                        shifts.
                                                                                        Salary
                                                                              RMB/      (24,000RMB/m
                                                    2
                 Interpreters                                288    24,000    month/    onth/person*6
                                                 persons
                                                                              person    months).Two
                                                                                        shifts.

                 Security and                                                 RMB/ m2
                                                  500        900      10                10 RMB/ m2 /day
                 cleaning                                                      /day

                                                                                        Expenses of
                                                                                        water supply,
                                                                                        electricity, gas,
                 Other                                                                  telecommunicatio
                                                                               RMB/
                 administration                    1         600    600,000             n and cleaning
                                                                               item
                 expenses                                                               etc.(100,000
                                                                                        RMB/month*6
                                                                                        months)




                                                           127
                                                                    Visitor promotion
                                                                    & publicity
                                                                    expenses,
Publicity &                                                  RMB/   photography
                                       1     400    400000
record                                                       item   expenses,
                                                                    newsletter
                                                                    production
                                                                    expenses

                                                             RMB/   Varies
Maintenance                            1     240    240000
                                                             item   maintenance

                                                                    Insurance to
                                                             RMB/
                      Life insurance   1     20     20000           cover the staff's
                                                             item
                                                                    lives
                                                                    Including in the
Insurance             Fire insurance   1              -             property
                                                                    insurance
                                                                    Insurance to
                                                                    cover structure,
                      Property                               RMB/
                                       1     20     20000           facilities or
                      insurance                              item
                                                                    equipment
                                                                    installed

Subtotal                                    4,688

              Total                        10,263




                                           128
     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)




                                          129
     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
                                                        Floor    Outline
                                                                             Cost Index
               Pavilion with a floor area               Area     Budget
                                 2                                                                     Description
                      of 1,000m                              2   1,000              2
                                                         m                 RMB/m         Unit
                                                                 RMB
                                                                                                     Calculation based
                   Interior decoration and exhibition                                                on 10% of the below
                                                        1,000      862      862         RMB/ m2
                   Design                                                                            decoration and
                                                                                                     exhibition expenses
                                     Interior                                                        Floor, ceiling, indoor
                                                        1,000      800      800         RMB/ m2
                                     decoration                                                      office decoration
                                     Air                                                             Air conditioning unit,
                                     conditioning                                                    air duct, ventilation
                                                        1,000      430      430         RMB/ m2
                                     and ventilation                                                 facilities and other
                                     systems                                                         components
                   Basic interior
                   decoration and                                                                    Water supply,
                                     Water supply
                   installation                                                                  2   drainage systems,
                                     and drainage       1,000      120      120         RMB/ m
                                                                                                     sanitary fittings, gas
                                     systems
                                                                                                     facilities, etc.
                                     Electricity and                                                 Power facilities,
                                     internet                                                        lighting,
                                                        1,000      420      420         RMB/ m2
                                     telecom                                                         telecommunication
                                     systems                                                         and internet, etc.
                                                                                                     Multi-media
                                                                                                     information systems
                                                                                                     (including 32
                                                                                                     monitors and
 Exhibition item




                                                                                                     computers), lighting
                                                                                                     control systems,
                                     Information                                                     audio systems
                                                                  1,950     1,950       RMB/ m2
                                     space                                                           (including 12
                                                                                                     speakers and main
                                                                                                     computers), video
                                                                                                     and control systems
                                                                                                     (including 2
                                                                                                     television sets and 2
                   Exhibition                                                                        projections)
                   equipment &
                   hardware                                                                          Lighting control
                   (including                           1,000                                        systems, audio
                   shipment &                                                                        systems, video and
                                     Exhibition                                                      control systems
                   Installation)                                  3,900     3,900       RMB/ m2
                                     space                                                           (including 16
                                                                                                     television sets, 2
                                                                                                     projections 2 LED
                                                                                                     screen systems)
                                                                                                     Theater lighting,
                                                                                                     lighting control
                                                                                                     systems, audio
                                                                                                     systems (digital
                                     Main theater                 1,000     1,000       RMB/ m2      sound systems) and
                                                                                                     video systems
                                                                                                     (including High
                                                                                                     resolution
                                                                                                     projection)

                                                                                                     Movie making,
                   Exhibition
                                                        1,000      800      800         RMB/ m2      software
                   software
                                                                                                     programming




                                                                 130
                 Office's
                                                                                            Chairs, partitions
                 furniture and                      1,000     120       120       RMB/ m2
                                                                                            and other furniture
                 equipment

                                                                                            Recovering the
                 Dismounting                        1,000     100       100       RMB/ m2
                                                                                            original situation


                 Subtotal                                    10,502    10,502

                                                                                            Including
                                                                                            salary(20,000
                                                                                            RMB/month/person)
                                                                                            、
                                                                                            accommodation(2,0
                                                                                  RMB/      000RMB/month/per
                 Managerial                                                       month/    son)、food and
                                                     12
                 and technical                               3,240     45,000     person
                                                   persons                                  transportation
                 staffs
                                                                                            expenses(5,000
                                                                                            RMB/month/person)
                                                                                            etc. Total
                                                                                            expense:45,000
                                                                                            RMB/month/person*
                                                                                            6 months. Two
                                                                                            shifts.

                                                                                            Salary(5,000
                                                                                  RMB/
                                                      3                                     RMB/month/person*
                 Secretaries                                   90      5,000      month/
                                                   persons                                  6 months).Two
                                                                                  person
                                                                                            shifts.

                                                                                            Salary(24,000
                                                                                  RMB/
                                                      3                                     RMB/month/person*
                 Interpreters                                 432      24,000     month/
Operation cost




                                                   persons                                  6 months).Two
                                                                                  person
                                                                                            shifts.

                 Security and                                                     RMB/ m2
                                                    1,000    1,800       10                 10 RMB/ m2 /day
                 cleaning                                                          /day

                                                                                            Expenses of water
                                                                                            supply, electricity,
                                                                                            gas,
                 Other                                                                      telecommunication
                                                                                   RMB/
                 administration                      1       1,500    1,500,000             and cleaning etc.
                                                                                   item
                 expenses                                                                   (250,000
                                                                                            RMB/month*6
                                                                                            months)

                                                                                            Visitor promotion &
                                                                                            publicity expenses,
                                                                                            photography
                 Publicity &                                                       RMB/
                                                     1        800     800,000               expenses,
                 record                                                            item
                                                                                            newsletter
                                                                                            production
                                                                                            expenses

                                                                                   RMB/
                 Maintenance                         1        600     600,000               Varied maintenance
                                                                                   item

                                                                                   RMB/     Insurance to cover
                                  Life insurance     1         5       50,000
                 Insurance                                                         item     the staff's lives
                                                                                            Including in the
                                  Fire insurance     1                    -
                                                                                            property insurance




                                                             131
                                                             Insurance to cover
                   Property                           RMB/
                               1     50     520,000          structure, facilities or
                   insurance                          item
                                                             equipment installed

Subtotal                           8,562

           Total                   19,064




                                   132
        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 1st November,
2007 , or 30 months prior to the Opening of the Exposition.
    Exhibition space within joint pavilions will be available to participants before 1st
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


                                             133
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.




                                          134
4.7 Sample 5:
      Sample 5 shows a standard unit exhibition space (324 m2) 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)




                                          135
    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
                                                            Floor     Outline
                                                                                      Cost Index
                   Pavilion with a floor area               Area      Budget
                                    2                                                                         Description
                           of 324m                               2     1,000                2
                                                             m                     RMB/m         Unit
                                                                       RMB
                                                                                                             Calculation
                                                                                                             based on 10% of
                    Interior decoration and exhibition                                                       the below
                                                             324       217.04       671         RMB/ m2
                    Design                                                                                   decoration and
                                                                                                             exhibition
                                                                                                             expenses

                                      Interior decoration    324       210.60       650         RMB/ m2      indoor decoration
                    Basic interior
                    decoration and                                                                           lighting,
                                      Electricity and
                    installation                                                                         2   telecommunicatio
                                      internet telecom       324           84.20    260         RMB/ m
                                                                                                             n and internet,
                                      systems
                                                                                                             etc.
                                                                                                             lighting control
                                                                                                             systems, audio
                                                                                                             systems
                                                                                                             (including 4
                                                                                                             speakers and
                                                                                                             main computers),
                                      Information space                     648     2,000       RMB/ m2
                                                                                                             video and control
                                                                                                             systems
                                                                                                             (including 2
                                                                                                             television sets
                                                                                                             and 1
 Exhibition item




                                                                                                             projections)
                    Exhibition
                    equipment &                                                                              Lighting control
                    hardware                                                                                 systems, audio
                    (including                               324                                             systems, video
                                                                                                             and control
                    shipment &        Exhibition space                 518.40       1,600       RMB/ m2
                                                                                                             systems
                    installation)                                                                            (including 4
                                                                                                             television sets, 1
                                                                                                             projections)
                                                                                                             lighting control
                                                                                                             systems, audio
                                                                                                             systems (digital
                                                                                                             sound systems)
                                      Multi-media
                                                                       712.80       2,200       RMB/ m2      and video
                                      center
                                                                                                             systems
                                                                                                             (including High
                                                                                                             resolution
                                                                                                             projection)

                                                                                                             Movie making,
                    Exhibition
                                                             324       259.20       800         RMB/ m2      software
                    software
                                                                                                             programming


                    Office's                                                                                 Chairs, partitions
                    furniture and                            324           32.40    100         RMB/ m2      and other
                    equipment                                                                                furniture

                                                                                                             Recovering the
                    Dismantling                              324           16.20     50         RMB/ m2
                                                                                                             original situation




                                                                     136
                 Subtotal                                       2,699.20      8,331    RMB/ m2

                                                                                                   Including
                                                                                                   salary(20,000
                                                                                                   RMB/month/pers
                                                                                                   on),
                                                                                                   accommodation(
                                                                                                   2,0000RMB/mont
                                                                                                   h/person),food
                 Managerial                                                              RMB/
                                                                                                   and
                 and technical                     8 persons         2160    45,000     month/
                                                                                                   transportation
                 staffs                                                                 person
                                                                                                   expenses(5,000
                                                                                                   RMB/month/pers
                                                                                                   on) etc. Total
                                                                                                   expense:45,000
                                                                                                   RMB/month/pers
                                                                                                   on*6 months.
                                                                                                   Two shifts.

                                                                                                   Salary(5,000
                                                                                         RMB/
                                                                                                   RMB/month/pers
                 Secretaries                       2 persons          60      5,000     month/
                                                                                        person     on*6months).T
                                                                                                   wo shifts.

                                                                                                   Salary(24,000
                                                                                         RMB/      RMB/month/pers
                 Interpreters                      1 persons         144     24,000     month/     on*6
                                                                                        person     months).Two
                                                                                                   shifts.
                                                                                                   Expenses of
                                                                                                   water supply,
                                                                                                   electricity, gas,
                 Other                                                                             telecommunicatio
                 administration                       1              240     240,000   RMB/ item   n and cleaning
                 expenses                                                                          etc.(40,000
                                                                                                   RMB/month*6
                                                                                                   months)

                                                                                                   Visitor promotion
                                                                                                   & publicity
                                                                                                   expenses,
Operation cost




                 Publicity &                                                                       photography
                                                      1              200     200,000   RMB/ item
                 record                                                                            expenses,
                                                                                                   newsletter
                                                                                                   production
                                                                                                   expenses

                                                                                                   Varies
                 Maintenance                          1              120     120,000   RMB/ item
                                                                                                   maintenance

                                                                                                   Insurance to
                                  Life insurance      1               10     10,000    RMB/ item   cover the staff's
                                                                                                   lives

                                                                                                   Including in the
                 Insurance        Fire insurance      1                         -                  property
                                                                                                   insurance

                                                                                                   Insurance to
                                                                                                   cover structure,
                                  Property
                                                      1               10     10,000    RMB/ item   facilities or
                                  insurance
                                                                                                   equipment
                                                                                                   installed
                                  Subtotal
                                                                     2,944




                                                               137
       Total                  5,643.20

5. Construction Schedule and Exhibition Plan




                            138
Ref 4-1: Location of the Exposition Site




                              139
Ref 4-2: Aero-photograph of the Exposition Site and Its
Surrounding Areas




                        140
Ref 4-3: Diagram of the Site Plan




                             141
Ref 4-4: Expo Site Framework Map




                          142
Ref 4-5: Diagram of Pavilions Layout




                            143
Ref 4-6: Diagram of Support Facilities Layout




                             144
Ref 4-7: Road System Plan




                            145
Ref 4-8: Internal Circulation Plan




                              146
Ref 4-9: Rail Transport Plan




                               147
Ref 4-10: Diagram of Transport Facilities




                             148
Ref 4-11: Diagram of Adjacent Public Transport Hubs and Parking
Facilities




                            149
Ref 4-12: Entrance Plazas Layout Plan




                            150
Ref 4-13: Landscape Framework Plan




                          151
Ref 4-14: Expo-related Urban Transport Infrastructures




                             152
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.




                                           153
         Table 5-1: Balance Sheet for Major Expo Projects Construction
                                                                   Unit: RMB million
                    Item                    Amount         Funds source        Amount

 Major Projects Construction                 18,000                            18,000
                                                            Government
 1.Project construction                      15,000                            7,150
                                                            investment
  A. Pavilion construction
  (including Theme Pavilions and China          7,000
  Pavilion)
  B. Infrastructural investment                 4,700

  C. Landscaping project                        1,700       Expo bonds         8,000

  D. Underground project                        1,600

 2.Others                                       900

 3.Unpredicted expenditure                      900
                                                            Other financial
 4.Interest                                     1,200                          2,850
                                                             instruments



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
                      1. Maintenance expenses                    1,600
Operation             2. Major events                            2,000
expenditures          3. Communication & promotion               2,170
                         3.1 domestic                                            1,580

                                          154
                       3.2 international                                            590
                    4. Security                                     1,950
                    5. Administration                               1,740
                    6. Insurance                                     400
                    7. Protocol Cost for VIP                         700
                    8. Gate Money                                    120
                    Total Expenditure:                             1,0680
                    1. Ticket sales                                 6,000
                    2. Sponsorship                                  2,900
                    3. Concessionary                                 150
Operation           4. Rentals                                       440
Revenues            4.1 Commercial site leasing                                     220
                    4.2 Pavilion leasing                                            220
                    5. Royalty within pavilions                     120
                    Total Revenue:                                 9,610
Profit & Loss                                                      -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).


5.6 Government Support
       The Chinese government will follow relevant articles in the Convention and its


                                             155
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.




                                            156
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.

                                           157
      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 21st 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
cross-border 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


                                            158
      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:
        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


                                           159
         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:
        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

                                             160
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
cross-cultural 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:
         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.


                                            161
     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.




                                            162
6.2 Communication Campaign
        6.2.1 Communications Campaign Objectives
        The objectives of the Communication Campaign are to:
         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.

                                             163
       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:
         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


                                             164
          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;
         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
pro-actively 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


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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;
         Global, regional and national newspapers and newsmagazines;
         Internet news and information websites;
         Global, regional and national radio and television networks;

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         Specialized business and financial media;
         Travel, tourism and lifestyle media and trade publications;
         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;
         Opening of Disneyland in Hong Kong in 2005;
         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);
         2006 World Cup, hosted by Germany;
         2008 Olympic Games, hosted by Beijing;
         2006 Asian Games, hosted by Doha, Qatar;
         2006 Winter Olympic Games, hosted by Turin and the 2010 Winter Olympic


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          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;
         Interest in visiting a world exposition;
         Support for government participation in Expo 2010;
         Interest in and enthusiasm of the themes of Expo 2010;
         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
common branding and design characteristics and should be produced utilizing


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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
e-mail, Internet and wireless devices.
      The following are examples of collateral information materials and resources that
will be necessary to market and promote Expo 2010:
         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;
         China fact sheets and brochures;
         Shanghai fact sheets and brochures;
         Maps and diagrams;
         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);
         Fact sheets about Expo strategic partners and participants;
         Biographical information on key personnel involved in organizing Expo 2010;
         Favorable media clippings from around the world;
         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
multinational corporations. On that basis, strategies for attracting various participants will

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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                Estimated
                                                                     Note
           Activities                       Budget

 Direct outreach to governments,                      Over five years, with high
 multilateral corporations, international
                                          $20,000,000 concentration of spending in
 organizations through diplomacy and
                                                      2005-2008
 promotional tours

                                                         Average of $2 million per
 Communication to international media     $10,000,000
                                                         year between 2005 and 2010
                                                         Conducted in 2005-2006 to
                                                         measure         and     secure
                                                         participation in Expo 2010 ;
 Research program                          $2,000,000
                                                         and in 2009 - 2010 to
                                                         measure and secure visitor
                                                         interest and attendance
 Developing and disseminating print
                                                         Average of $1 million per
 and video collateral materials, traveling $5,000,000
                                                         year between 2005 and 2010
 exhibits
 Support participation and attendance to
                                                         Average $1 million per year
 Expo 2010 at high-profile global events $5,000,000
                                                         between 2005 and 2010.
 around the world
 Global Media Offices                       $1,000,000
 Contingency fund, to be reserved and
 utilized for special communications
                                            $3,000,000
 opportunities that will arise between
 2005 and 2010.
                  Total                    $46,000,000

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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
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

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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
as opportunities to create new highlights of the cultural environment for Expo 2010.


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      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
and Internet advertising.


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      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
      A selected number of leading multinational corporations with China-based offices


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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‖;
         Ensure that all communities have access to Expo 2010 Ticketing information

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          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 atmosphere-building.
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
Organizer, since this large pool of talents and commitment by Chinese citizens will


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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               Estimated
                                                                       Note
          Activities                    Budget

                                                      Over five years, with high
 Direct outreach to potential
                                        $8,000,000    concentration of spending in 2005—
 corporate partners and sponsors
                                                      2008

                                               Over five years; in 2005 — 2007,
                                               advertising will be focused on
                                               securing        Shanghai     Expo
 Paid media advertising (creative,
                                   $40,000,000 participation and sponsorships; in
 production and media buying)
                                               2008 — 2010, advertising will be
                                               focused on securing international
                                               visitors to Shanghai Expo

                                                      Average of $1 million per year
 Promotion on the Internet              $5,000,000
                                                      between 2005 and 2010.

 Direct marketing to reach specific                   With high concentration in 2009 and
                                        $3,000,000
 target audiences around the world                    2010

 Chinese and international tourism
                                                      $2 million each in 2008 and 2009
 campaign to attract visitors to        $7,000,000
                                                      and $3 million during 2010.
 Expo 2010

 International Promotional Events      $10,000,000
 Domestic Promotional Events            $8,000,000
 Contingency fund, to be reserved
 and utilized for special promotion
                                        $3,000,000
 opportunities that will arise
 between 2005 and 2010
                Total                  $84,000,000



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
are different.


                                             179
      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                             Scope
         The World Expositions Facing the Future, annual Expo
  2003   2010 International Forum cooperated with BIE (in
                                                                      International
         Shanghai)
         Solicitation & Collection of Emblem, slogans and theme
  2003
         songs of Expo 2010
         Bocelli 2004 Shanghai Concert to celebrate the anniversary
  2003                                                                Domestic
         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)    International
         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)
  2004   Series of Lectures of Expo 2010 (4 times)(in Shanghai)       Domestic
         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,
  2004   Budapest Hungary, Lisbon Portugal, Seattle USA, Seoul
         Korea、Tokyo Japan etc.
         To launch an Official bilingual magazine Expo 2010
  2004
         (bimonthly)
         Updating the Official Website to expand information;
  2004   To actively utilize advanced IT technology;
                                                                      International
         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
  2004   Shanghai)
         Planning and Design International Seminar for Expo 2010
         Expo 2010 Seminar on International Investment &
         Financing (in Hong Kong)



                                     181
          To set up a system of news spokesman.
          3 press conferences were convened (in Shanghai )
          Making special editions or programs in collaboration with
          some mainstream media
          People’s Daily Shanghai Expo Special Edition (bimonthly)
                                                                          Domestic
          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
2004-2005 mainstream media:
          Overseas Media:    Financial Times, International Herald etc;
          Domestic Central Media: JieFang Daily, People’s Daily           International
          (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               Domestic
          promotional events as mentioned above.
          Solicitation & Collection of Exhibition & Entertainment for
          Expo 2010
  2005
          Design Competition of franchised products of Expo 2010
          (First Year)
                                                                          International
  2005    Promotion Campaigns in Aichi, Tokyo Japan, Germany, etc.
          Shanghai Week in Aichi Expo Japan
          Opening Ceremony (live)
          Opening Show of Shanghai Week (satellite transmission)
  2005    Daily Performances
          A Rewarding Ceremony of the top 10 songs for Expo 2010
                                                                       Domestic
            in 2004(live)(in Shanghai)
            To emit around 5 kinds of promotional pamphlets in
                                                                       International
            Chinese, English, French and Japanese
            ―Bloom with the Expo‖ 100-sentence-lingual textbook in 15
            languages, such as Japanese, Spanish, French, German,
  2005      Vietnam, Arabic, Cambodian, etc.                           Domestic
            ―Approaching the Expo‖(updating)
            CD of the top ten songs of Expo 2010 in 2004
            Updating the Official Website again, promote new services;
            E-media:facing general public;
            E-Government Affair:Communications Platform for
  2005                                                                    International
            acquisition of participants;
            E-Business:Communications Platform for acquisition of
            sponsors, partnership, etc..


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            Expo and Sustainable Development the third Shanghai
            Expo International Forum (in Aichi Japan)
            International Seminar of Brand Definition & Promotion for
  2005      Expo 2010 (in Shanghai)
            International Conference on Human Resources Strategy for
            Expo 2010 (in Shanghai)
            Expo 2010 and Legal Environment Forum (in Shanghai)

    B. Preliminary Future Communications and Promotion Activities
  Year                               Projects                               Scope
            Solicitation & collection of mascot, posters and theme
            songs of Expo 2010
  2006
            Design Competition of Franchised Products of Expo 2010
            (Second Year)
            To expand the language service of the Official Website,
  2006
            adding French and Japanese
            To participate in some representative tourism expos both at   International
            home and broad actively, to develop promotion campaigns
            of Chinese Tourism Culture centered with Shanghai Expo.
  2006      The 2nd Shanghai World Tourism Resources Expo;
            The World Leisure Expo Hangzhang;
            The International Tourism Fair Berlin;
            International Tourism Expo St. Petersburg.
  2006      Invitation Letter of Expo 2010 (worldwide)
          To set up a network of professional journalists
          amidst Chinese Media for Expo 2010
2006-2008                                                                 Domestic
          To set up Media Database to provide free information
          service and information collection service.
            To convene press conferences regularly each year              International
            Making special editions or programs in collaboration with
            some mainstream media:                                        Domestic
             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:                                             International
             Specific target media are pending;
             Promotion Posters are attached on main trunk roads
            and public transport vehicles.




                                         183
            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,   Domestic
            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               International
            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;                                          International
           Forum for general public;
           Forum for media.
           Provide online service: shopping, ticket selling,
          dissemination of information relating to participation,
          online acquisition of participants etc
          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
            Solicitation & collection of theme songs of Expo 2010
  2008      Design Competition of Franchised Products of Expo 2010      International
            (Fourth Year)
            A Rewarding Ceremony of the Theme Song for Expo 2010
            Taking an active part in Zaragoza Expo 2008, putting up a
  2008      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
  2008
            Expo 2010 could be the ticket sales representatives to sell
            tickets to the target enterprises.
  2009      The Sixth Shanghai Expo International Forum




                                         184
            Design Competition of Franchised Products of Expo 2010
  2009
            (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
  2009      tickets to the target enterprises and individuals.
            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:
          Forum for potential participants;
2009-2010 Forum for enterprises;
          Forum for general Public;
          Forum for media.
          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   International
          on Expo 2010 visiting. To promote the set tickets combined
          with the tickets to Shanghai Expo via campaigns.
2009-2010 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.
2009-2010 The Seventh Shanghai Expo International Forum                    International
            Brief Introduction to Shanghai Expo (Multiple

2009-2010 Languages)
          Brochures of Expo 2010, Site Map(Multiple Languages)
          Event List(Multiple Languages)


                                          185
            Inner Site Traffic Map(Multiple Languages)
          To set up an international network of professional
          journalists for Expo 2010
2009-2010 Completing the construction and test running of the Expo
          2010 Global Press Center, conducting a rehearsal of news
          report, preparing various information and materials              Domestic
          concerning Shanghai Expo, receiving the Media during the
          opening of Expo 2010
          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;                               International
          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                Domestic
          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
                                                                           International
          that, according to international practices, will charge fees,
          including satellite signal transmission, telephone,
          audio-visual recording, and car-renting within and outside
  2010
          the Expo site
          To establish a media team constituted with professional
          media practitioners to write columns, features and regular
          news to disseminate the information about the on-going
                                                                           International
          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.




                                         186
       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




                                   187
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
re-development 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.
     7.1.4 To Be Economically and Technically Feasible
      According to an analysis of the land value of the Exposition site before, during and

                                             188
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 21st
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
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.

                                             189
      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
or be preserved after the Expo depends on the future requirements.




                                            190
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
consulates-general 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
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.

                                            191
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
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)

                                              192
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.




                                      193
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

                                                                         Senior
                                                      Partner
                                                                        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
                                                              30
                enterprises granted a license
                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.
Pre-Expo 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

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management of TV relay.
      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

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types of tickets as follows in order to advocate the idea of ―the earlier you buy the ticket,
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
well-functioned 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.

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     Details of the ticket sales plan of Expo 2010 will be described in Participation
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


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      Area of venue to be leased (Thousand square meters)              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
                       Pavilions for official participants (thousand square
   Area of pavilion                                                              30
                       meters)
   construction
                       Pavilions for enterprise (thousand square meters)         25
   Rent per square meter (RMB)                                                  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

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royalty amounts of participant’s business activities are as follows:
          Table 8-8: Royalty Rate and Amount for Business Activities
                                   within the Pavilion
                                                          Turnover              Royalty
        Contents                       Ratio              forecast             forecast
                                                        (million RMB)        (million RMB)
         Boutique                       15%                   250                  37.5
      Fast food (take-out)      15%
Food                                    Calculation
  &   Cafeteria-style           10%     based on 8%          1,000                80
drink High-class                        average
                                5%
      restaurant
           Total                                             1,250               117.5

     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


                                              203
                       Ticket sales                             6,000
                              Commercial venue
                                                                 147
                              leasing
                              Royalty of sales
         Venue leasing &      revenue from                        73
         royalty of sales     commercial venue
            revenue           Pavilion leasing                   220
                              Royalty of business
                              activities inside the              120
                              pavilion
                          Total                                 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 1st, 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 154-year 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
building of an environment-friendly city and a harmonious life. They may also help

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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.



                                             206
      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
time and for the information of the participants, the legislations, statutes, directives,


                                             207
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
accredited to the Government of the People’s Republic of China. Any participating

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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
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

                                             209
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:
     1. Pavilions to be designed and built by Participants themselves on an open space

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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.
      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 211
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 1st, 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

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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
non-discrimination between nationals and foreigners, avoid all risk of imbalance between
the number and nature of concessions and the eventual number of visitors, and all


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excesses of 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
non-commercial 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

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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.;
          - telecommunications.


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     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;
     - Chapter III of Section IV, with the exception of Article 24;

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      - 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.
  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.

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      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


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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
Article 2 above).

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

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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.
     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


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


     __________________


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     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 8th,
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,
resources shortage and environmental degeneration.


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      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
rural-urban 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
strategy connecting the past with the future, facilitating the harmonious co-existence of


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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
tool or weapon for humankind to conquer nature; instead, they should serve as a catalyst


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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
become a necessity to help farmers diversify livelihood, or to remodel the production


                                            232
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 sub-themes 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
Special Regulation No.4 concerning construction or improvements, and fire prevention,

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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.
Furthermore, Official Participants are invited to take up the theme of the Exposition in


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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
      - Other services which the Organizer deems appropriate

                                             238
      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
solely for non-commercial purposes directly related to the Exposition after concluding
the Participation Contract with the Organizer and receiving the permission of the

                                             239
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
only be considered upon approval by the Commissioner General of Section concerned, or
otherwise by the respective government.


                                             240
      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.




                                            241
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                                    Indemnities
                                                                             Indemnities    Maximum
                                                                  for
                                                                               for BIE      Amounts of
                  (Prior to      Participating    Rate of    Participating
                                                                                           Compensation
                 Exhibition)      Countries      Compensa-    Countries       (million
                                                                                U.S.       (million U.S.
                (million U.S.                      tion      (million U.S.
                                                                              Dollars)       Dollars)
                  Dollars)                                     Dollars)
                                                                                (II)         (I) + (II)
                                                                  (I)
                A    B      C    A    B     C

 Approval of
Registration   12    4     0.2   10   8    20      10%           15.6           14.8           30.4
- April 2007

 May 2007
               12    4     0.2   20   16   40      25%            78            14.8           92.8
-April 2008

 May 2008
               12    4     0.2   30   24   60      40%          187.2           14.8           202
-April 2009

 May 2009
               12    4     0.2   40   32   80      75%           468            14.8          482.8
-April 2010



     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 Organizer;


                                                  242
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.




                                            243
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.



                                              244
      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 ready for


                                              246
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

                  RMB 1.50 per cubic meter for water supply, and RMB 1.40 per cubic
Water
                  meter of water drainage at 90% of the supply.
                  RMB 0.666 per kwh for dynamical drive, RMB 0.777 per kwh for
Electricity
                  lighting.
                  RMB 730 of gas facility fee for new users, and RMB 2.10 per cubic
Natural Gas
                  meter of natural gas used.




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                   For average bus, RMB 1.00 for regular routes of less than 13
 Public
                   kilometers in the inner city, RMB 1.50 for normal routes of more than
 Transport in
                   13 kilometers;
 the Inner City
                   For air-conditioned bus, RMB 2.00 for all routes.
 Rail Transit in   Minimum of RMB 2 for 6 kilometers, RMB 3 for 16 kilometers, and
 the Inner City    RMB 1 for every 6 kilometers above 16 kilometers.
                Minimum of RMB 10 for 3 kilometers, RMB 2 for each kilometer
 Passenger Taxi
                after 3 kilometers, and RMB 3 for each kilometer after 10 kilometers;
 in the Inner
                At night from 11 pm to 5 am the next day, the taxi charge rises by
 City
                30%.
                For 0.6-ton taxis, minimum of RMB 18 for 5 kilometers, and RMB 2
 Cargo Taxi in  for each kilometer after 5 kilometers;
 the Inner City For 0.9-ton taxis, minimum of RMB 23 for 5 kilometers, and RMB 2.5
                for each kilometer after 5 kilometers.
                   RMB 35 per month for basic rental, RMB 0.11 per minute for
 Telephone
                   domestic call, and RMB 8.20 per minute for international call.

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

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

 Star Hotel        RMB 970-1,600 per five-star hotel room, RMB 490-970 per four-star
 Room              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
 Apartment
               three-bedroom apartment (including property management cost).
                   RMB 2,000 per month for each long-tenured guard, and special,
 Security Guard
                   short-term or foreign-related services are subject to negotiation.

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

                   RMB 3,000 per month for a college graduate, and RMB 5,000 for an
 Secretary
                   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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