P&G connecting with Chinese consumers

American consumer product giant Procter & Gamble Co (P&G) is hoping to get into the psyche of Chinese people as the sponsor of the United States pavilion looks to next year's Shanghai Expo to increase its consumer base in China.

The Fortune 500 company's external relations officer Christopher Hassall described its sponsorship of the US' involvement in the May to October event as the perfect fit as his country continues to seek ties with one of the world's most important markets.

"The expo is a great way to connect our brands with another stepping stone in the development of China and China's real emergence on the world stage starting with the Beijing Olympics last year," said Hassall.