Kevin Wale, head of GM in China, calls the World Expo which opens tonight in Shanghai the “Olympics of technology”. He might as well call the $55bn (€41.5bn, £36bn) event the Olympics of branding: a chance for foreign multinationals to peddle their products – from Coke that freezes instantly when opened to GM cars that park themselves – to 70-100m mostly Chinese people who will attend the six-month show.
通用汽車(GM)中國總裁甘文維(Kevin Wale)把週五晚在上海開幕的世博會(World Expo)稱爲「科技奧運會」。他還不如把這個耗資550億美元、爲期六個月的盛會稱爲「品牌運作奧運會」：一個讓海外跨國公司兜售自己產品——從一打開就變得冰涼的可口可樂，到能夠自動泊車的GM汽車——的機會，而對象就是7000萬至1億以中國人爲主的參觀者。
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