Exploring the Belgian pavilion at Expo 2010 Shanghai

Between 1 May and 31 October 2010, Shanghai will host Expo 2010 Shanghai, in which over 200 countries and organisations will participate. The theme of this year’s expo is “Better City, Better Life”, a plea for a better existence in our future cities thanks to a carefully devised urban policy and sustainable development. Belgium’s contribution, supported by more than 80 partners, will house the space dedicated to Europe.

Belgium opted to interpret the theme "Better City, Better Life" in the form of a pavilion that is partly constructed of recyclable materials and whose roof is covered with 1,100 m² of solar panels.

The interior will house the Brain Cell (neuron), a key concept in the Belgian/European pavilion, illustrating the important role of science in the intellectual and cultural development of our society and symbolising the complex, global nature of our world.

Belgium will spotlight its recognised expertise in domains such as chemistry, biotechnology, biopharmaceuticals, sustainable entrepreneurship and mobility. The pavilion will map out the pioneering work done by our country in these domains via the Polar Station and Solar Impulse. In parallel, Belgium will present its most typical produce, including:

• Chocolate Corner, the result of a partnership between four major chocolate companies, with contributions by 70 chocolate makers. Around 20,000 chocolates will be distributed every day;
• Diamond Corner, where precious stones and other jewels will be displayed, cut and sold. Furthermore, each week visitors to the Expo will have a chance to win some diamonds;
• a Belgian Beer Café, offering over 20 different Belgian beers;
• the Belgian Essence restaurant, where 12 Michelin-starred chefs from various Belgian provinces will take turns promoting the fine food on offer in our country.

The ambassadors chosen by the Belgian/European pavilion are the Smurfs, those charming little figures who are famous the whole world over and very popular in China. In addition, the Smurfs live in harmony with nature, which is in keeping with the Expo’s theme.