The World Expo in Shanghai is officially underway, with the Swiss exhibition attracting large crowds wanting to ride a ski lift to "mountains" and "meadows" installed on the roof. Blaise Godet, Switzerland’s ambassador to China, says the Swiss have a real advantage in that Switzerland is beautiful. But the pavilion hopes to go beyond the clichés. "People will see straight away that there’s more than just Heidi," Godet says. "There’s also high tech."