The pavilion website

To communicate with the target group Young Urban the Committee decided early on that the Swedish pavilion should have its own website. It was developed locally in China and was in a Chinese and an English version. The domain name was swedenexpo.cn. The website constituted an interactive and constantly updated platform for communication. In a news section on Swedenexpo.cn at least one new post a day was published, usually more, and also images, videos and interviews could be found on the website. Through the website it was communicated what happened in the pavilion also to those who could not get there in person. The website also served as a marketing tool for attracting people to visit the Swedish pavilion. In addition, exhibition visitors could through the website continue to keep in touch with the pavilion and Sweden after their visit.

The website attracted much attention. A good example of the success of the webpage was the food show “Hungry Henrik” hosted by pavilion guide Henrik Törnell. The show was recorded and published once a week at Swedenexpo.cn and soon became so popular that Hunrgy Henrik got his own column in the Chinese newspaper Shanghai Daily.

The Swedish participation in Expo 2010 was also communicated in Chinese and International social media.