South Korea will present a brand-new image to China and the rest of the world during the 2010 Shanghai World Expo 2010, said Chang Joon-sang, director of South Korea's Expo team for the 2010 Shanghai Expo in an interview with Xinhua on Friday.
Chang said the South Korea's pavilion in Shanghai Expo will differ from all its previous expo pavilions in that it will focus on displaying the country's soft power, rather than hard power such as advanced technologies and high-tech products.
"The pavilion in Shanghai will highlight South Korea's growing soft power in economic, social and cultural development with the theme of 'Friendly City, Colorful Life'," Chang said.
"We will introduce South Korea's new image of a globalized country with friendly urban life."
The South Korean Pavilion, covering an area of some 6000 square meters with a 3,700-square meter two-store building, will be the country's largest ever for world expo, Chang said.
The structure of the pavilion will be an amalgamation of Korean characters "sign" (symbol) and "space," he said.
The structure incorporates Hangeul, the Korean alphabet, into the design of its outer wall while using Korean alphabet modules to create the exhibition space. Visitors inside the building can experience its geometry through horizontal and vertical movements, he added.
An earth-breaking ceremony for the pavilion is scheduled for May 25.
Chang said South Korea looks forward to attracting more than 5 million visitors to the pavilion during the Shanghai Expo.
"Visitors can enjoy South Korean traditional food, clothes, music and even learn how to make typical South Korean dishes when they are in the pavilion," he said.
Chang also said he believes the expo will be an excellent opportunity to promote friendship between South Korea and China.
A series of cultural events including joint performances by South Korean and Chinese artists will be held in Shanghai in May 2010, in a bid to boost understanding and future-oriented cooperation between the two countries, he said.
The Shanghai Expo will be an opportunity for China to show its progress in economic development and further promote its influence as a major economy in the world, he said.
Chang, who has frequented Shanghai and the expo site in recent years, said the Shanghai Expo, with the biggest scale and widest participation, will be an unprecedented event in the history of the world expos.
"The organizers of the Shanghai Expo are preparing the first-ever cyber world expo," Chang said, "It will be the first time that people all over the world can enjoy the event through Internet even though they cannot visit Shanghai. It's a wonderful idea."
"A successful world expo is also expected to help boost confidence amid the ongoing global financial crisis," he said.