Vying for attention turns out to be a challenge

Fujian's local government is anxious to showcase the best elements of their province at the Shanghai Expo, an event of huge national and international interest.

The provincial government has worked for eight months to formulate an exhibition strategy which best promotes the province's beauty and character, Chen Shaohe, director of Fujian organizing office for the Expo, said.

Fujian has nine large cities each with a different character.

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However, the Fujian Pavilion should represent the overall charm of the whole province rather than a single city, Chen said.

After careful study and investigation into Fujian's natural resources, history, culture, and economy, experts of the organization team chose three key points - opening-up, the relationship with Taiwan and environmental friendliness as the province's key highlights.

As one of the earliest economies to open-up in the Chinese mainland, Fujian has benefited significantly from the nation's economic reforms, which have brought wealth and helped Fujian people develop an open mind as well as a passion for progress, Chen said.

The close proximity to Taiwan in both geography and culture gives Fujian a distinct advantage in forging a good relationship with Taiwan.

The province now takes a lead in attracting Taiwan investment to the mainland.

Fujian also aims to reach the goal of a "bluer sky, greener mountains and cleaner water".

The provincial government committed to a blueprint of building an ecological province as early as 10 years ago and put harmony between human beings and nature at the top of its development agenda.

Highlighting the province's ecological harmony and marine culture, the design of the Fujian Pavilion at the Expo focuses on two elements - trees and ships, Chen said.

The pavilion is in the shape of a ship and colored in green, blue and white. Green stands for trees and the environment, blue stands for the sea and white stands for the sky with white clouds, Chen said.

There are four exhibition zones featuring interactive events, performances and exhibitions, and handicrafts.

A nationwide public tender was held for the pavilion design. More than 30 leading exhibition companies and design agencies across China attended the bidding.

After rigorous evaluation, detailed study and revision, the provincial government finalized the current design of the Fujian Pavilion.