RI to exhibit cultural, natural richness

Primastuti Handayani, The Jakarta Post, Jakarta | Thu, 04/29/2010 9:03 AM

Less than a week before the kickoff of the World Expo Shanghai China (WESC) 2010, the organizers announced tickets for the May 1 opening day were sold out.

Such great enthusiasm reflects the pride of the Chinese government in hosting the event — dubbed the third largest in the world after the Olympic Games and the soccer World Cup. The organizers have issued some tips on the World Expo’s website for would-be visitors, which include finding the entrances and wearing comfortable walking shoes.

For the government of Indonesia, this year’s World Expo is very special. It is the second time Indonesia has had its own pavilion at the event. The first time was in New York in 1964, where Indonesia also participated as an independent country. During the Dutch colonial era, Indonesia, then named the Dutch Indies, took part in the event in Chicago in 1893.

A total of 192 countries and 50 multinational corporations have confirmed their participation at the six-month-long event that will end on Oct. 31. The event is expected to attract 70 million visitors from around the globe, the organizers said on its website en.expo2010.cn.

Indonesia’s Trade Minister Mari Elka Pangestu said recently that the presence of the Indonesia pavilion in the expo “is proof of the efforts to position the country on the world map.

“It will enhance Indonesia’s image as a country possessing rich cultural, natural… resources and a rich civilization,” said Mari, who chairs the Indonesian participation committee.

For Indonesia, this nation branding exercise — the term nation branding was first coined by author and British government adviser Simon Anholt — is to showcase the country’s potential and achievements in economic growth, democracy and politics, as well as culture.

What makes Indonesia’s participation more special is that the year 2010 marks the 60th anniversary of Indonesia-China diplomatic ties. Chinese Prime Minister Wen Jiabao had to cancel his state visit to Jakarta, slated for April 23, following the earthquake in Yushu county that killed over 2,000 people.

At the 5.28-square-kilometer WESC, the Indonesian pavilion will be located in Zone B along with pavilions for Australia, Brunei Darussalam, Cambodia, Singapore, New Zealand, Malaysia, the Philippines and other international organizations, including the United Nations. The 2,400-square-meter pavilion is built on a 4,000-square-meter plot of land.

The Indonesian pavilion carries the theme “Indonesia Biodiver City”, in line with the WESC grand theme “Better City, Better Life”.

To showcase the theme, the pavilion is covered with greenish bamboo stems, some of them growing out

of the ceiling. The use of bamboo reflects the synergy between the traditional and contemporary lifestyle

in Indonesia.

The pavilion’s interior will highlight Indonesia’s diverse culture, influenced by China following the arrival of Admiral Cheng Ho, or Zheng He, of China, in the 1400s, and by Buddhism as represented by the Borobudur temple relief inside the pavilion and others.

The pavilion will include a restaurant serving Indonesian food and a special corner for Komodo dragons where visitors can vote for the beast to be among the world’s New Seven Wonders of Nature.

“Every single aspect of the display [at the pavilion] will reflect our true character as a nation,” Mari said.

The government chose “Indonesia is” as the country’s tagline.

Indrani Buntarian, the communication specialist on Indonesia’s committee, said the tagline was aimed at sending a positive message about Indonesia to the whole world.

“This event is important for Indonesia because it is a place where we can build a ‘conversation’ with other countries,” she said.

Mari said that by promoting Indonesia, foreign investors were expected to invest in Indonesia, and the WESC was tipped to bring a multiplying effect in tourism, trade and investment. The government aims to earn Rp 1 trillion (US$110.8 million) in transactions at the event.

Indonesia’s committee has an agreement with flag carrier Garuda Indonesia to be the expo’s official airline for both Indonesian delegates and the public. Garuda is the only Indonesian airline linking Shanghai with Jakarta.

Garuda Indonesia’s president and CEO Emirsyah Satar expressed hope that the WESC would help raise the number of passengers using its Jakarta-Shanghai service by between 10 and 15 percent, from last year’s 60,000 passengers.