"In South Korea we want to show the feelings that the Swiss associate with their mountains. But we also want to make it clear that these emotions involve respect for the environment and that these mountains are also very important for scientific research. To make our pavilion as authentic as possible we are even exporting a piece of the Monte Rosa massif to South Korea“, explains Nicolas Bideau, Head of Presence Switzerland on World Water Day (22 March).

A stroll through the Swiss Pavilion takes visitors from the mountain massif via the glacier to the source of the water and combines a sensuous experience with an awareness of the significance of the glacier landscape as a water reservoir. In the glacier room, visitors will escape the hot and humid South Korean summer and immerse themselves in a wintry Switzerland with a temperature of minus 10 degrees Centigrade. There, they will find the heart of the pavilion, an ice core over 4,000 years old from the Swiss Alps, extracted by the Paul Scherrer Institute PSI.

This exhibit illustrates how "transient" ice can have a very long history and how it can be used for scientific research. The Pavilion also showcases Switzerland's expertise in terms of the sustainable use of natural resources. Glaciers store over 70% of the Earth's drinking water and they must be protected. The Pavilion, designed and assembled by the "Steiner Tamschick Nüssli" team together with Habegger AG, bears the title "The Source. It's in your hands".

Switzerland's presence at Expo 2012 in Yeosu will reinforce its image in Korea over the long term and consolidate relations between the two countries. The series of events entitled "Swiss Weeks in Seoul" in the run-up to the Expo marks 50 years of diplomatic relations between Switzerland and South Korea. It highlights the positive effects and also publicises the Swiss Pavilion at the exhibition. The presence of the Head of the Federal Department of Foreign Affairs, Federal Councillor Didier Burkhalter, at the opening of "Swiss Weeks in Seoul" on 25 March 2012 will contribute to this. A number of Swiss companies will take advantage of the opportunity to make themselves known in the up-and-coming Korean market by attending the Expo in Seoul at the Swiss Pavilion.

Further information and pictures:
www.swisspavilion.org

Contact/enquiries:

In Switzerland

Manuel Salchli
Presence Switzerland
Head of Major International Events
E-mail: manuel.salchli@eda.admin.ch
Tel.: +41 (0)31 323 04 49 / +41 (0)79 220 42 16

Verena Weber
Presence Switzerland
Head of Communication
E-mail: verena.weber@eda.admin.ch
Tel.: +41 (0)31 322 33 79 / +41 (0)79 291 12 19

In Korea

Martina Lötscher
Presence Switzerland
Head of Marketing & Communication
Major International Events, Expo 2012 Yeosu, South Korea
E-mail: martina.loetscher@eda.admin.ch

Presence Switzerland as part of the Federal Department of Foreign Affairs FDFA is responsible for promoting Switzerland's interests abroad with the tools of communication. These include information and promotional material, projects about Switzerland abroad, delegates' trips to Switzerland, maintaining a uniform image of "Brand Switzerland" and ensuring Switzerland's presence at world exhibitions and Swiss Pavilions at the Olympic Games. The national communication strategy is reviewed and defined regularly by the Federal Council based on an analysis of the image of Switzerland abroad.

Under the slogan "The Source. It's in your hands", the Swiss Pavilion at Expo 2012 in Yeosu, South Korea, offers an interactive, emotive experience for visitors. Switzerland's official presence in South Korea will be supplemented by a versatile accompanying programme and extensive communication campaign in the run-up to the Expo. This presence will enable Switzerland to achieve a sustainable image abroad via its national communication strategy and to promote the country's competitiveness abroad in an attractive and effective manner. The Swiss Pavilion at Expo 2012 is being supported by numerous Swiss partners and companies from the public and private sectors: Jungfraubahnen (Jungfrau Railways), Hublot SA, Switzerland Tourism, DHL, Pro Helvetia, Mammut, Trunz Water Systems AG, Adnovum, Atelier Pfister, Wogg, ETHZ, EPFL and ZHAW.

Switzerland exports a piece of glacier to South Korea