We are pleased to invite you to our November Luncheon with Ambassador Alexandre Edelmann, Head of Presence Switzerland, and Mr. Manuel Salchli, Commissioner General and Pavilion Director of the Swiss Pavilion Expo 2025 Osaka, who will deliver a speech titled “Brand Switzerland at Expo 2025: Positioning and Opportunities”.
What makes the Swiss brand so compelling, and how is it strategically managed on the global stage? At the upcoming Expo 2025 Osaka, Kansai, the Swiss Pavilion will showcase these strengths, offering unique opportunities for collaboration and image transfer.
As part of a preparatory visit to Japan, Ambassador Alexandre Edelmann, Head of Presence Switzerland, and Commissioner General of the Swiss Pavilion Manuel Salchli will provide SCCIJ members and guests with exclusive insights into how Switzerland leverages soft power through nation branding. This session will also outline the ways Japanese companies can engage with the Swiss Pavilion to elevate their presence through this high-impact platform.
| Date: | Friday, November 1, 2024 |
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| Schedule: | 12:00 – 14:00 (D.O. 11:45) |
| Venue: | Tokyo EDITION, Toranomon (MAP) @Meeting Studios I-III (2F) |
| Fee: | • Members: JPY 6,500 or 1 SCCIJ voucher 2024 • Non-members: JPY 8,000 |
| Registration: | *FULLY BOOKED* (Waiting list: info@sccij.jp) *Deadline: October 21, 2024, 23:59 JST.* *SCCIJ members will be prioritized.* *Please inform us of dietary restrictions if any.* *No-shows/cancellations after deadline will be fully charged.* |
| Concept: | • This event consists in a 3-course lunch followed by a presentation (and Q&A). The setting is ideal for networking. • Participants are typically members of the Swiss-Japanese business community, but non-members are also welcome to join. • Seats are not attributed (free seating). • Dress code is business / business casual. |
| Disclaimer: | • The SCCIJ may film and take photographs of this event. If you participate, please be noted that these pictures and videos may be used in various media, such as the SCCIJ website, SCCIJ social networking sites, and SCCIJ promotional materials. If you do not want to appear on these pictures and/or videos, kindly notify the SCCIJ staff at the event. • The views expressed by the speaker(s) do not reflect those of the SCCIJ as an organization. |
| Inquiries: | By e-mail to info@sccij.jp |
Biographies of the Speakers
Mr. Alexandre Edelmann has served as Ambassador and Head of Presence Switzerland since June 2024, following a decade focused on public diplomacy and nation branding at the Federal Department of Foreign Affairs FDFA. As part of the management team since 2016, he has led initiatives to elevate Switzerland’s global image through strategic marketing and public diplomacy efforts. Working with a wide range of stakeholders, Alexandre developed impactful campaigns like swisstech and finance.swiss, while strengthening Switzerland’s presence at major international platforms such as World Expos and the Olympics. His approach centers on fostering stable, trust-based relationships and partnerships to ensure Switzerland’s effective representation on the global stage. Prior to his role at the FDFA, Alexandre was a member of the management board at the Montreux Jazz Festival, where he was actively involved in international activities and contributed to the festival’s branding and content strategy until 2012. He brings a wealth of expertise in soft power and complex project management.
Mr. Manuel Salchli, born on April 28, 1965, is Head of Events & Products at the FDFA, Secretariat General, Presence Switzerland, and serves as General Commissioner and Pavilion Director for the Swiss Pavilion at Expo 2025 Osaka. After completing a Master in Business Administration from the University of Berne, he joined the Swatch Group in 1992 as a Junior Financial Controller. He later took on roles in Malaysia as Head of Finance & Administration and General Manager at Micromechanics, before returning to Switzerland as Senior Consultant at ABB. Since 2002, Manuel has held key positions at Presence Switzerland, leading Swiss participation at World Expos and Olympic Games, including Athens 2004, Aichi 2005, Beijing 2008, Shanghai 2010, and Milano 2015. He has also served as Director of the House of Switzerland at the Olympics in London and Sochi. Manuel is Switzerland’s official delegate to the Bureau International des Expositions (BIE) and a member of its Executive Committee.
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