African countries can learn from Chinese 'way'

China is the first developing country to host the World Expo. For African countries, most of which are also developing countries, Shanghai Expo will surely become a unique opportunity for them to promote and display their historical values, cultural uniqueness and business opportunities.

The most important task in World Expo 2010 for African countries is to transform a traditional friendship into a real partnership with China and the world.

The Chinese government has decided to provide a US$100 million aid fund to developing countries, US$650,000 for each qualified applicant for exhibitions, booths, activities and accommodation during the Expo.

China has made it possible for other continents' less-developed countries to attend this important global event. Some were not able to attend previous Expos due to financial problems.

Although China has had a strong official and traditional relationship with African countries for the last five decades, people in the two continents still need to enhance mutual understanding. This is a big challenge for sustainable partnership.

Shanghai Expo can provide African countries a platform for direct cross-cultural communication with the Chinese people and the market. Millions of people from all over the world will visit the African pavilion and discover Africa's spirit of innovation and competitiveness in civilization and development.

Africa has an open retail market where foreigners can easily open a shop and develop trade. Until now trade between China and Africa is more than 70 percent indirect and less than 30 percent direct.

For example, the US$100 21-inch TV set exported from China is sold for around US$240 in Dubai, the United Arab Emirates. When it comes to Africa, it costs around US$300 in the majority of countries.

We welcome the (establishment of Chinese) production assembly lines in Africa as a form of direct or joint venture investment. These will make cheap products, increase the African consumer market capability, technology transfer and industrial development.

World Expos, however, are not merely commercial exhibitions. Besides the economic benefits, showcasing country images and building mutual understanding are part of establishing a sustainable partnership. The spirit of Expo is cultural promotion and national branding in general.

The World Expo is an international occasion of displaying historical and cultural values, showing a full package about a country, representing a comprehensive marketing strategy.

Having been in China for more than 20 years since 1987, I've witnessed its amazing socio-economic transformation and development. African countries have to learn a lot from this development experience. We are working hard to promote a long-term China-Africa sustainable partnership as a model in South-South cooperation.

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