Firms chase Shanghai exposure

New Zealand's pavilion at the Shanghai World Expo is expected to be ready in April.

Bad experiences of doing business in China such as Fonterra's baby milk scandal have not stopped Kiwi firms from queuing up to be part of next year's Shanghai World Expo.

Ambassador Phillip Gibson, who is in charge of organising New Zealand's $30 million pavilion, said strong expressions of interest had already come from a number of regions wanting to take part, including Otago, Canterbury, Wellington, Hawkes Bay, Bay of Plenty and New Plymouth.

Auckland was also keen although it had yet to complete plans.

Up to 20 businesses are expected to travel from each region to the event which kicks off on May 1 and is expected to attract 70 million visitors, including 40,000 people a day to the New Zealand site over its six-month run.

Gibson, who said yesterday the pavilion was on track to be finished in April, said it had been much easier to gain interest in the Shanghai event compared to the previous one he helped to organise in Japan.

"Last time people questioned the importance of Japan - no one has done that with China. People accept it is a no-brainer."

Gibson said the tougher economic climate was making businesses think harder about travelling but no one had been concerned about doing business with China.

"There are people who have had their fingers burnt in China - but I don't think anyone has questioned the idea of doing this and doing it well."

Gibson said the expo was a chance to showcase New Zealand, especially as our country had been given a privileged position next to host country China. He saw it as a huge opportunity for New Zealand companies but said not just any business would be allowed to attend. Those with already established contacts who had made the effort to investigate opportunities in China would be welcome.

State-owned coal miner Solid Energy and kiwifruit marketer Zespri had already put up their hands to play a strong part in the event.

The theme of New Zealand's pavilion will be "cities of nature, living between land and sky", and its design includes a floating glass perspex canopy and a roof-top garden.

The middle of the garden will feature a Rotorua-style geyser and thermal garden and plants will vary from those found in New Zealand's mountainous regions to coastal plants. Gibson said one area where he believed the pavilion had the ability to have a unique offering was in its people.

The Government was recruiting for the expo to find New Zealanders who could also speak Chinese.

Only 28 positions had been advertised but already 1300 had applied. Gibson said it was difficult to measure the economic benefits of the event, but the Japan expo had attracted $180 million in advertising and publicity and New Zealand was spending five times more on the Shanghai event.