Euronews exclusive: Jackie Chan becomes ambassador of Expo 2027 in Belgrade

Preparations are well under way in the Serbian capital Belgrade for it to host Expo 2027, marking the first time the event has taken place in the Western Balkans.

The BIE-recognised specialised exhibition is being billed as an opportunity to show the world the potential the region has and how Serbia has the capacity to be a world leader in areas like science, technology and AI.

One of the ambassadors of the event is Hollywood actor and martial arts master Jackie Chan, a household name who has been the face of many global campaigns.

Since 2004 he has been a UNICEF ambassador and actively participates in initiatives for the protection of children, public health and the environment.

In an exclusive interview with Euronews Serbia, Chan explained why he chose to become involved with the 2027 Expo.

Euronews: It is less known that, in addition to acting and martial arts, you are also involved in music. How do you see the connection between sports, music, and culture – the three themes at the heart of Expo 2027 – in your own life and career?

Jackie Chan: For me, sports, music, and culture are all different languages that express the same spirit. Martial arts taught me discipline, rhythm, and respect, values that go far beyond fighting. Acting allowed me to share stories that connect people across cultures.

And music: though less known to that many people, I’m actually a singer and have released quite a few albums in my career, has always been a way to express emotion directly from the heart.

When you put these three together, you see that they’re not separate at all: the rhythm in martial arts is like music, the storytelling in music is like film, and all of them carry the heritage of culture.

In my life, moving between these worlds has shown me how powerful creativity can be in bringing people together, no matter where they come from.

Euronews: If you had to explain to someone abroad why they should come to Belgrade in 2027, what would you say? Why is Expo important?

Chan: Belgrade in 2027 will be a place where the world comes together. Expo is not just an exhibition; it's a stage where nations share their ideas, cultures, and innovations.

For visitors, it’s a chance to experience the spirit of Serbia and the energy of Belgrade, a city that sits at the crossroads of East and West, with a history of resilience and a culture of hospitality.

Coming to Belgrade for Expo means more than seeing pavilions; it means being part of a global conversation about our future, while also discovering a vibrant city full of music, sports, and tradition. It's an invitation to connect, to be inspired and to carry those experiences back home.

Euronews: You were an ambassador for one of the most successful Expo events in Shanghai in 2010. How do you remember that experience and what lessons from that can you bring to the promotion of Expo in Belgrade?

Chan: The Shanghai Expo in 2010 was an unforgettable experience for me. As an ambassador, I felt proud to see how China welcomed millions of people to share ideas, culture, and innovation.

What I remember most is the sense of unity, visitors from every corner of the globe, different languages and traditions, but all curious and inspired by what humanity can achieve together.

That experience taught me that an Expo is much more than an exhibition. It is a celebration of openness, creativity, and dialogue. For Belgrade in 2027, those lessons are just as important: to show the warmth and hospitality of Serbia, to invite the world to discover a city at the crossroads of cultures, and to create an atmosphere where people leave not only with memories, but also with new connections and new hope for the future.

Euronews: Throughout your career, you have succeeded in bringing East and West together. How do you see Expo in Belgrade as a place that could become a point of connection between Europe and Asia, just as you have become a symbol of cultural dialogue through your work in film, music and humanitarian efforts?

Chan: All my life, I've believed that culture has no borders. In film, I've tried to mix Eastern traditions with Western storytelling. In music, I've blended different rhythms and through my charity work, I've always looked for ways to connect people beyond nationality.

Expo in Belgrade should and will have the same spirit. Serbia stands at the crossroads of Europe and Asia, a place where histories and cultures have always met. Expo 2027 will be a chance to show how East and West are not separate worlds, but parts of one shared future.

Just like in my career, where the combination of East and West created something new and exciting, Expo 2027 can become a stage where nations share ideas, respect one another, and find inspiration in their differences. That is the real power of cultural dialogue, and I believe Belgrade can carry that message to the world.

Euronews: Will you visit Belgrade again in 2027?

Chan: Let's keep it a secret for now!