<p>This essay reflects on the study of Expo Shanghai 2010 with an explanation of how the strategic narrative framework was defined and operationalized in the analysis. The discussion extends the work by clarifying the role of narrative in nation branding by examining why narratives matter and how they function in this case study. It also discusses two broader conceptual issues in applying narrative analysis to public diplomacy: the interplay between fictional and nonfictional modes of storytelling, and the coexistence of competition and convergence in global narrative spaces. The study underscores the analytical value of narrative as both a structure of meaning and a mode of persuasion in the practice of public diplomacy.</p>