Shanghai World Expo 2010, will they really come?

With every day that passes we creep closer to the 2010 Expo, and for a long time, opinion has been split on how successful the half year event will be. Local Chinese have their own opinions with most thinking it will be a success. Most foreigners see it as a big waste of time and resources, with most Brits comparing the pavilions to a bigger, but prettier version that was the useless millennium dome. Having searching the internet I came across a short article from littleredbook which I thought you might be interested in. The writer highlights some interesting points which I think most expatriates would agree with, but whether his theory is correct or not only time will tell.

So the big question I’m getting asked more and more now is ‘Will the Chinese go to the Shanghai World Expo 2010?’ but the real question is ‘Do the real Chinese actually care about it? Fortunately the powers to be do – they have a lot on the line from an international standpoint. It is reflected in the amount of road works going on right now all across Shanghai; the media spend on outdoor billboards consumed with Expo promotional messages and the growing number of tender opportunities that are apparent.

The investment is large and China have a great ability in showing the world what a progressive country they can be, anyone who viewed the Beijing opening and closing ceremonies in 2008 would appreciate that. Even though, I have still been on the fence but the more I think about it the more I feel, right or wrong that simply the bulk of the local population (including Shanghai) won’t go and potentially couldn’t care less about it at all. But can it be changed? Social Media would be one way of bridging the interest with this community.
The key factors I believe the locals won’t embrace the Shanghai EXPO 2010 is simply:

Overindulgence and a basic need of survival

Overindulgence is something most of us do on an hourly basis. Simply sipping that cup of latte or the extra cardio work out would constitute an expression of overindulgence to over 95% of China’s population. The fact is they live (now more than ever) on a needs based lifestyle. To me, they simply do what is absolutely required of them to complete their days – overspending on gifts, food and more personal luxuries are not an option. What is popular is saving what you have and enjoying basic things with your family.

They just don’t need to go to the Expo and they don’t see the point.

And to be honest I don’t blame them at all. Given the repercussions that followed the Mao period of the 1960’s, this generation of baby boomers is holding on to what ‘ever’ they have. Things were taken away and equalised. Any sign of luxury, overindulgence or simply ‘having more’ was forbidden and punished.
The next generation however is another story – but we are still at least two decades away before the cultural trend is exposed across a larger piece of the population in China. In addition these ‘younger’ more aggressive, urban, trend setting groups seem to be a lot more into their own personal interests rather than pursue cultural and international agendas.

Even so I still believe the traffic will flock the Expo 2010. The local government has a lot riding on this so I’m certain every school within a 300km radius will attend, many foreigners will be curious and the privileged guests will make a significant number.

The challenge for marketers is ‘how to get them engaged in the Expo?’ A difficult problem for traditional marketers but given what we have learnt in Social Media this problem can be addressed over time leading up to the Expo. Social media engages over time, building relationships, building communities and strengthening the connection between you (brand, Expo) and your target audience.
I just hope the key players in this expo realize this before it may be too late.