“Look at the incredible skill of that tall basketball player. It’s amazing that he can play three basketballs at the same time!” cried Xiao Bei, a young girl attending the China Sports Culture Expo. “I enjoy watching it much.” It was her first time to visit such expo, and actually it was the first session of the Expo. From December 15 to 18, China International Exhibition Center in Beijing embraced the energetic and sportive festival, sponsored by China State General Administration of Sports, and organized by China Sports Culture Development Center of the General Administration of Sport.
　　The expo showcases China’s unique sports culture in history and its contribution to the entire world. It also features China’s sport brand culture.
　　Highlights: Have fun!
　　Featuring four distinct zones, the expo presents networking opportunities for professionals, gives visitors a chance to learn more about China’s sports industry, and delights crowds with performances and interactive sports activities.
　　The Sports Culture Display Area featured booths from many of China’s provincial sports bureaus and major sports associations, such as the Chinese Football Association. Beijing Sports Radio FM 102.5 broadcasted live from a special pod-shaped booth, its DJs clad in hip Adidas wear.
　　An Extreme Sports Culture Zone wowed visitors with break dancers, skateboarders, and BMX bikers performing to hip-hop beats.
　　In the Outdoor Sports Culture Experience Zone, attendees flocked to try out interactive games, such as a video exercise game, a video golf simulator, and the latest in exercise equipment from a variety of domestic and international vendors.
　　In the Interactive Zone, people can experience various sport activities.
　　The four-day event also featured a cheerleading competition, shuttlecock contest, as well as dance and aerobics exhibitions.
　　The Olympic Fine Arts Exhibition is another expo highlight. A fine arts display during the 2008 was greeted with great success, so China was given the job of organizing the 2012 Olympic Fine Arts Exhibition in London.
　　Wang Qi, chief organizer of Olympic Fine Arts 2012, said, “Former President of International Olympic Committee, Mr Juan Antonio Samaranch once said that Olympics is the combination of sports and culture. Each Olympics event is more than 16 days of competition; it is also about a series of cultural activities, for example, Olympic fine arts exhibition, Olympic arts festival, and so on. That’s why we have a showcase booth on Olympic Fine Arts here, and it is significant to China’s transformation from a sporting country to a sports power in the world.”
　　Sports: From gold medal winners to ordinary people
　　Yes, China is fast becoming the biggest sport nation in the world, and has fared so well in many international sports competitions, especially in the Beijing Olympics in 2008 when China won a record 51 gold medals, ranking the first among all countries. However, the target of doing sports is more political, rather than cultural. “I’ve never seen any child in China play football outside, but in England, our streets are full of playing balls and crying kids,” Paul Ward, a British expat in China said, “The people-based sports culture is missing here. You can’t have good football player if you can only play it in school or class.”
　　The expo is in the mission of “cultivating and developing a sporting culture in the society; to realize the switch from a great sports nation to a powerful sports nation; to coordinate and promote the expansion and development of the sports industry,” as the organizers claimed. The event gave the audience a chance to witness and experience happy and healthy sports. Also, it aroused people’s interest in having sports. Huang Wei, Deputy Secretary-General of Chi- nese Health Qigong Association, held a big booth to present their achievements in recent years. He told the reporter that,“After years of development, Qigong, a traditional Chinese sports, similar to Tai-chi, now has more practicers in China. In Beijing alone, we have more than 700 places for Qigong practicers. Now I’m here also to encourage more people to do exercise.”
　　Can we have a better expo next year?
　　“I joined Beijing Marathon this year, but found it was not organized as well as the American ones I participated before.” Roy Yin, an America-Born-Chinese audient at the expo said. “Again, after visiting the expo, I think it can be improved a lot when compared with similar expos in US. Many booths here are empty, which is a waste. And the audience here is much less too.” said Yin.
　　Stephen Sun, one of the organizer told China’s Foreign Trade that they were supposed to hold a much bigger expo with more halls, but it turned out to be only one hall size.“Since it is the first session of the expo, many companies know nothing about it at all. So they refused to come.” Sun said. “We hope our next session will be better.”
　　“When I talked to some American companies and tried to invite them to join the expo, they feel it isn’t worth of money if they fly thousands of miles just for a four-day expo alone, even it is free for them to join in.” said Jeff Crowther, Executive Director of US-China Health Products Association. “If more related events, such as more forums, business tours and exchanging events are involved, foreign companies will be more attracted to join in.” said Crowther.