Abstract World expos are central events in the world of nation branding and public diplomacy. They provide a window on comparative practice and the state of our art of place branding and outreach through public diplomacy. An expo is especially interesting as a narrative form as it has the potential to communicate through multiple channels. This essay considers the narratives on display at the Osaka Expo of 2025 including (1) the narrative of expos as a genre; (2) the specific narrative of the host; (3) the narratives of individual exhibitors; and (4) the narratives which individual expo-goers built from their experience. The conclusion affirms the need for and value of the physical delivery of narrative experiences in a digital age.
Nicholas J. Cull (Sat,) studied this question.