By Zhu Xiangang

World Expo was founded in the beginning of the Industrial Revolution in the 19th century. Since the establishment of World Expo till today, corporations remained and continued to be active in every World Expo event. Throughout this long history of World Expos, the participants of the event were corporations that made huge contributions to the scientific advancement, innovative development and global communication. Their participation gave them unlimited business opportunities and excellent reputations.

Retrospectively examining the history of World Expo, it is discerned that the relationship between the corporations and Expo has nurtured and lasted for three centuries. During this long history, World Expo went through three different stages.

The first stage: 19th century innovative invention displayed and corporations developed

The first of World Expos held in the late half of 19th century was full of the latest technological advancements and products achieved from the success of the British industrial revolution. It also gave the opportunity for items to be displayed, compared and exchanged.

Second stage: 20th century Open corporate pavilions and help with the promotion of technologies and brands

Turning Point: 1933-1934 Expo Chicago: A World Expo with a clear theme and independent corporate pavilions.

Unlike previous ones, World Expo held in 1933 had a clear theme, paving a way for a new beginning in World Expo history. The theme chosen‘World and the beginning of corporate pavilions' is both the making of the The National Research Council in America. The institution was founded in 1916 and intended to promote co-operation among science, industrial and army fields. The institution's Scientific Counseling Committee proposed that the World Expo should take scientific advances as the main theme. Hence, widely open applications to technological industries. The proposal was accepted and since then World Expo opened the gate to big industrial companies such as, Chrysler, GE and Sears to build their pavilions at World Expo. This inclusion laid an important part of the Expos afterwards.

Third Stage: 21st century–Environmental protection and social responsibilities

Notably, corporations of non-official entries are not the main participants of World Expo. However, corporate pavilions are and have been the highlight in the recent few Expos for visitors. For instance World Expo Aichi in 2005 transcended corporate pavilions to a new height. Expo Aichi had nine corporate pavilions including Toyota Group Pavilion, Mitsubishi Pavilion, Mitsui-Toshiba Pavilion, Electric Power Pavilion, Gas Pavilion, JR Central Pavilion, etc...According to information from Japan, the Japanese participating pavilions made up half of the whole size of Japanese national pavilion, while the visitors exceeded that of the national pavilion.

Significance of Corporate participation

World Expo is the image promotion stage for corporations. Although corporations cannot directly promote their own products in the corporate pavilions, however they are allowed to reveal and display their products through an emphatic stage such as World Expo. This allows corporation to promote their brand culture alongside with their theme. Konno Atsushi, in charge of media reception of Hitachi Pavilion in Expo Aichi, says,"The significance of corporate participation lies in advertisement effects. Every corporate pavilion will be clearly labeled with the corporation's name. The value of such promotion is hard to evaluate." Wu Jianmin, president of the Bureau of International Expositions, says, "The influence of World Expo could be maintained for 50 years."

World Expo is an exhibition hall for corporation's high-tech innovations. Looking at the World Expo history, many scientific invention and new products were debuted at World Expo. From merely displaying new machines and products, to utilizing high-tech methods to illustrate theme, World Expo has been the best market-testing place for corporations to try-out their new products and technologies.

World Expo is a stage for corporations to improve competitiveness. Through participating in World Expo and blending into the large family of Expo, Enterprises will learn greatly in terms of communication, co-operation, innovation and social services, which could help motivate the advancement of the corporation's core competitiveness.

We believe that Expo 2010 Shanghai will certainly benefit the participating corporations.