New version of American centre gets tech savvy to woo Indonesia

On the third floor of a shopping mall here,around the corner from a Gap Kids and a Wedgwood china outlet,a new tenant is busily promoting what is perhaps the worlds biggest brand: America.

NORIMITSU ONISHI

On the third floor of a shopping mall here,around the corner from a Gap Kids and a Wedgwood china outlet,a new tenant is busily promoting what is perhaps the worlds biggest brand: America.

The tenant,called america,represents the US governments first attempt at creating a full-fledged cultural centre since the September 11,2001,attacks. A high-tech,interactive operation heralded as the digital-age successor to the venerable American Cultural Centre,it is US diplomacys latest effort to win over young foreigners,especially in Muslim countries.

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Thousands of high school and college students have been bused in from schools in Jakarta since americas opening in December. Just before five members of Congress dropped by recently,the centre was filled with 118 students from Islamic Senior High School No 4. The technology on display a giant,supercharged version of Google Earth called Liquid Galaxy,scores of iPads that are available to test,interactive monitors explaining Black History Month thrilled the teenagers.

It doesnt matter what they think of the US Do you hate us? Do you love us? Are you somewhere in between, we want as many people as possible to visit this place, said Matt McGowan,36,an American from upstate New York whose company,PT Ganesha Aggies Jaya,has been contracted to run the centre.