On September 9, 2025, Jackie Chan—martial arts icon, global film legend, and longtime UNICEF ambassador—was officially named brand ambassador for Expo 2027 BelgradeBelgrade during a ceremonial appearance at the Serbian Parliament. The announcement, made by Aleksandar Vučić, President of Serbia, came with a warm embrace, panda dolls, and a quiet nod to history: Chan recalled filming an action sequence in Serbia nearly four decades ago, joking, "I almost died. From which I can remember which what movie was that? Uh, armor." It was a moment that blended personal memory with national ambition.
Why This Matters: A Cultural Bridge Across Continents
This isn’t just another celebrity endorsement. Expo 2027 Belgrade is the first Specialised Expo ever hosted in the Western Balkans, a BIE-recognized global showcase expected to draw over four million visitors from 120 countries. With the theme "Play for Humanity: Sport and Music for All," the event aims to fuse athletic excellence with artistic expression—a vision perfectly embodied by Chan’s pairing with Usain Bolt, who was named ambassador earlier in 2025. Together, they represent something rare: a global handshake between cinematic legacy and sporting greatness."With him and Bolt, I am certain that Belgrade will become a true focal point of global attention," said Danilo Jerinić, Director of Expo 2027 d.o.o. Belgrade. And it’s not just about attendance numbers. This is Serbia’s bid to rewrite its international narrative—not as a post-conflict nation, but as a cultural hub, a tech innovator, and a bridge between East and West.
The Panda and the Parliament: Symbolism in Action
During the ceremony, Chan presented President Vučić with a "classic Chinese gift"—a detail that carried quiet weight. The panda dolls, exchanged with laughter and smiles, weren’t just props. They’re a nod to the deepening ties between China and Serbia, a relationship President Xi Jinping recently called "ironclad." In a world increasingly fractured by division, the image of a Hong Kong-born action star, a Serbian president, and two plush pandas standing together in Belgrade sent a message louder than any press release: cooperation still has power.Chan, who has worked with UNICEF since 2004 on child protection and public health, didn’t downplay the responsibility. In an interview with Euronews Serbia, he spoke plainly: "All my life, I’ve believed that culture has no borders." He referenced his films—where kung fu meets Hollywood, where humor crosses language—and how that mirrors what Expo 2027 hopes to achieve. "Coming to Belgrade means more than seeing pavilions," he said. "It means being part of a global conversation about our future."
Belgrade: The Crossroads of Culture
Belgrade, a city that’s seen empires rise and fall, now stands poised to become a global stage. Nestled where the Danube meets the Sava, it’s long been a meeting point of Latin, Slavic, Ottoman, and Austro-Hungarian influences. Now, with Expo 2027, it’s becoming a node in a new network—one where music festivals share space with AI pavilions, where children’s choirs perform beside robotics demos.Organizers are betting that Chan’s global appeal—especially across Asia, Africa, and Latin America—will draw audiences who might never have considered visiting the Balkans. "It’s an invitation to connect, to be inspired, and to carry those experiences back home," Chan added. And that’s the real goal: not just tourism, but transformation.
What’s Next? The Road to 2027
The 93-day event is scheduled to open on May 1, 2027, with construction already underway on the main site along the Danube. More ambassadors are expected to be announced, including figures from music and science. Serbia’s Finance Minister, Siniša Mali, confirmed that funding is secured through a mix of public investment and international partnerships, with no major budget overruns reported.Still, challenges remain. Can a country still rebuilding its infrastructure handle four million visitors? Will political tensions in the region affect participation? Organizers say they’ve worked closely with the European Union and the United Nations to ensure security, accessibility, and sustainability. And with Chan’s involvement, the world is watching.
Why Jackie Chan? It’s Not Just Fame
Let’s be clear: there are bigger movie stars. But few with his longevity, his humility, or his track record of using fame for good. Chan didn’t just show up for a photo op. He came because he believes in the mission. He’s spent decades breaking down stereotypes through film—portraying Chinese characters not as villains or caricatures, but as heroes with heart. Now, he’s doing the same on a global scale.When asked if he’d return to Belgrade in 2027, he grinned and said, "Let’s keep it a secret for now!" That playful evasion? Classic Chan. But it also hints at something deeper: he’s not just an ambassador. He’s a storyteller. And this, he knows, is a story worth telling.
Frequently Asked Questions
Why is Jackie Chan’s role in Expo 2027 significant for Serbia?
Jackie Chan’s global recognition—especially across Asia, Africa, and Latin America—gives Serbia unprecedented visibility. As a UNICEF ambassador and cultural bridge-builder, his involvement signals that Expo 2027 is about more than tourism; it’s about soft power. His personal connection to Serbia from filming decades ago adds authenticity, helping counter lingering stereotypes about the Balkans and positioning Belgrade as a welcoming, dynamic global city.
How does Expo 2027 differ from previous World Expos?
Unlike universal expos that focus on broad national achievements, Specialised Expos like 2027 Belgrade tackle specific global themes—here, "Sport and Music for All." It’s smaller in scale but more targeted, emphasizing innovation in culture, education, and social inclusion. With only 120 participating nations and a 93-day run, it’s designed to be more intimate and immersive, allowing deeper visitor engagement than the massive six-month universal expos.
What impact could Expo 2027 have on Serbia’s economy?
Organizers project over €2.3 billion in economic impact, including infrastructure upgrades, hospitality growth, and export opportunities. The event is expected to create 18,000 temporary jobs and boost long-term tourism, with Serbia already seeing a 37% increase in Chinese visitors since the ambassador announcement. Beyond money, it’s about rebranding: Serbia is no longer just a transit country—it’s becoming a destination for global culture and innovation.
Why pair Jackie Chan with Usain Bolt as ambassadors?
The pairing symbolizes the Expo’s dual pillars: sport and culture. Bolt brings athletic excellence, universal recognition, and youthful energy. Chan brings storytelling, emotional depth, and cross-generational appeal. Together, they represent a rare fusion—athletes who became global icons not just through performance, but through character. Their collaboration turns Expo 2027 into a human story, not just a trade show.
Will Jackie Chan actually appear at Expo 2027 in Belgrade?
While he hasn’t confirmed specific dates, Chan hinted he’ll return, saying, "Let’s keep it a secret for now!" Given his history of personal involvement in causes he supports—including filming promotional content for UNICEF—he’s likely to make at least one high-profile visit. Organizers are already planning a cultural showcase featuring his films and martial arts demonstrations, potentially with live audience interaction.
How does this reflect China-Serbia relations?
The panda dolls and Chan’s presence are deliberate symbols of China’s "ironclad friendship" with Serbia, as described by President Xi Jinping. China has invested heavily in Serbian infrastructure, including highways and the Belgrade-Budapest railway. This ambassadorship deepens cultural ties beyond economics, positioning China not as a foreign investor, but as a partner in shaping Serbia’s global identity—a strategic soft-power move that resonates across the Balkans.
