News
27 May 2025Inspiration from the Sweden channels
Are you looking for inspiration on how to use the new strategy for strengthening Sweden’s image abroad to create content for social media? Here are some recent examples from the Sweden channels where we have used the brand promise and different strategic qualities as starting points.
Social media posts
Sweden in space – Esrange Space Center
Kulturlabbet – the culture lab
Quantum computer research in Sweden
3 Swedish triumphs grown out of failure
Anders Celsius meme
Sweden Brand strategy
Sweden has a new nation brand strategy since May 2025. It has been developed through collaboration with representatives from many different sectors in Sweden.
The new strategy for strengthening the image of Sweden abroad
28 April 2025Webinars: Introduction to the Sweden brand strategy
Welcome to a webinar about the new strategy for strengthening the image of Sweden abroad. At the webinar, you will get a first presentation of the strategy and the accompanying workbook.
The webinar will be held in English and headed by communication strategist Andrea Rabus and brand strategist Christian Biller from the Swedish Institute.
Join us for any of the following dates:
22 May at 09:00 CEST.
23 May at 15:00 CEST.
28 May at 09:00 and 15:00 CEST
The strategy is now available in both Swedish and English. The presentations in May will be followed up by digital workshops in September.
Sweden brand strategy
Register to the webinar
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8 April 2025New support to promote Sweden as a destination from Visit Sweden
Tourism is one of the largest export industries in Sweden. It does not only boost local businesses, but also helps shape a positive image of Sweden internationally. You can now find new material on Visit Sweden’s website that you can use to promote Sweden as a destination.
Communication materials and inspiration
Visit Sweden offers communication materials that market Sweden as a destination in various ways. On their website, you can download videos, campaign materials, and print materials in English.
You can also find articles that you can use as inspiration to create your own content. The articles cover, among other things, Swedish food and beverage, culture, and nature.
Sharing destination Sweden toolkit on corporate.visitsweden.com
About Visit Sweden
Visit Sweden is the national marketing organisation for Sweden as a destination. They are a company owned by the Swedish government. Visit Sweden’s mission is to promote Sweden as a destination to the world and strengthen the conditions for a growing, competitive tourism industry.
About Visit Sweden on corporate.visitsweden.com
7 April 2025New UN uniforms developed by Swedish design students
Swedish design students from the Swedish School of Textiles are making history by developing a new collection of tour guide uniforms for the United Nations. This prestigious assignment has traditionally been held by renowned fashion houses like Dior and Benetton.
On Earth Day, 22 April, the collection will be unveiled at the United Nations Headquarters in New York. This is the first time a higher education institution has designed and developed tour guide uniforms for the UN Headquarters. It is also the first time there has been a focus on sustainability.
Starting 23 April, Swedish foreign mission will have access to exhibition prints, social media posts, videos, and a press release to spread the news about this unique collaboration. The material will be a part of the toolkit Fashion forever.
Promotional material
UN uniforms social media posts
Read all news{
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"title": "Inspiration from the Sweden channels",
"content": "\n\n\n\n\n\n\n\nAre you looking for inspiration on how to use the new strategy for strengthening Sweden’s image abroad to create content for social media? Here are some recent examples from the Sweden channels where we have used the brand promise and different strategic qualities as starting points.\n\n\n\n\n \n Social media posts\n \n \n \n \n \n \n Sweden in space – Esrange Space Center\n \n \n \n \n \n Kulturlabbet – the culture lab\n \n \n \n \n \n Quantum computer research in Sweden\n \n \n \n \n \n 3 Swedish triumphs grown out of failure\n \n \n \n \n \n Anders Celsius meme\n \n \n \n\n\n\nSweden Brand strategy\n\n\n\nSweden has a new nation brand strategy since May 2025. It has been developed through collaboration with representatives from many different sectors in Sweden. \n\n\n\nThe new strategy for strengthening the image of Sweden abroad \n\n\n",
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"caption": "Photos. 1. Esrange. 2. Jeanette Frank & Jonas Nyström/Kulturlabbet/Räddningsmissionen. 3. Wallenberg Foundation"
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"title": "Webinars: Introduction to the Sweden brand strategy",
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"title": "New support to promote Sweden as a destination from Visit Sweden",
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"title": "New UN uniforms developed by Swedish design students",
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"title": "Inspiration from the Sweden channels",
"content": "\n\n\n\n\n\n\n\nAre you looking for inspiration on how to use the new strategy for strengthening Sweden’s image abroad to create content for social media? Here are some recent examples from the Sweden channels where we have used the brand promise and different strategic qualities as starting points.\n\n\n\n\n \n Social media posts\n \n \n \n \n \n \n Sweden in space – Esrange Space Center\n \n \n \n \n \n Kulturlabbet – the culture lab\n \n \n \n \n \n Quantum computer research in Sweden\n \n \n \n \n \n 3 Swedish triumphs grown out of failure\n \n \n \n \n \n Anders Celsius meme\n \n \n \n\n\n\nSweden Brand strategy\n\n\n\nSweden has a new nation brand strategy since May 2025. It has been developed through collaboration with representatives from many different sectors in Sweden. \n\n\n\nThe new strategy for strengthening the image of Sweden abroad \n\n\n",
"date": "27 May 2025",
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"caption": "Photos. 1. Esrange. 2. Jeanette Frank & Jonas Nyström/Kulturlabbet/Räddningsmissionen. 3. Wallenberg Foundation"
},
"href": "/inspiration-from-the-sweden-channels-turning-strategy-into-social-content/"
},
{
"title": "Webinars: Introduction to the Sweden brand strategy",
"content": "\n\n\n\n\n\n\n\nWelcome to a webinar about the new strategy for strengthening the image of Sweden abroad. At the webinar, you will get a first presentation of the strategy and the accompanying workbook.\n\n\n\n\nThe webinar will be held in English and headed by communication strategist Andrea Rabus and brand strategist Christian Biller from the Swedish Institute.\n\n\n\nJoin us for any of the following dates:\n\n\n\n\n22 May at 09:00 CEST.\n\n\n\n23 May at 15:00 CEST.\n\n\n\n28 May at 09:00 and 15:00 CEST\n\n\n\n\nThe strategy is now available in both Swedish and English. The presentations in May will be followed up by digital workshops in September.\n\n\n\nSweden brand strategy\n\n\n\nRegister to the webinar\n\n\n\n Your browser does not support Iframes. ",
"date": "28 April 2025",
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"title": "New support to promote Sweden as a destination from Visit Sweden",
"content": "\n\n\n\n\n\n\n\nTourism is one of the largest export industries in Sweden. It does not only boost local businesses, but also helps shape a positive image of Sweden internationally. You can now find new material on Visit Sweden’s website that you can use to promote Sweden as a destination.\n\n\n\n\nCommunication materials and inspiration\n\n\n\nVisit Sweden offers communication materials that market Sweden as a destination in various ways. On their website, you can download videos, campaign materials, and print materials in English.\n\n\n\nYou can also find articles that you can use as inspiration to create your own content. The articles cover, among other things, Swedish food and beverage, culture, and nature.\n\n\n\nSharing destination Sweden toolkit on corporate.visitsweden.com\n\n\n\nAbout Visit Sweden\n\n\n\nVisit Sweden is the national marketing organisation for Sweden as a destination. They are a company owned by the Swedish government. Visit Sweden’s mission is to promote Sweden as a destination to the world and strengthen the conditions for a growing, competitive tourism industry.\n\n\n\nAbout Visit Sweden on corporate.visitsweden.com\n\n\n",
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"title": "Restaurant",
"caption": "Photo: Tina Axelsson/imagebank.sweden.se"
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{
"title": "New UN uniforms developed by Swedish design students",
"content": "\n\n\n\n\n\n\n\nSwedish design students from the Swedish School of Textiles are making history by developing a new collection of tour guide uniforms for the United Nations. This prestigious assignment has traditionally been held by renowned fashion houses like Dior and Benetton.\n\n\n\n\nOn Earth Day, 22 April, the collection will be unveiled at the United Nations Headquarters in New York. This is the first time a higher education institution has designed and developed tour guide uniforms for the UN Headquarters. It is also the first time there has been a focus on sustainability.\n\n\n\nStarting 23 April, Swedish foreign mission will have access to exhibition prints, social media posts, videos, and a press release to spread the news about this unique collaboration. The material will be a part of the toolkit Fashion forever.\n\n\n\n \n Promotional material\n \n \n \n \n \n \n UN uniforms social media posts\n \n \n \n\n\n",
"date": "7 April 2025",
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"caption": "Students from the Swedish School of Textiles in Borås. Photo: Ola Kjelbye"
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"title": "Inspiration from the Sweden channels",
"content": "\n\n\n\n\n\n\n\nAre you looking for inspiration on how to use the new strategy for strengthening Sweden’s image abroad to create content for social media? Here are some recent examples from the Sweden channels where we have used the brand promise and different strategic qualities as starting points.\n\n\n\n\n \n Social media posts\n \n \n \n \n \n \n Sweden in space – Esrange Space Center\n \n \n \n \n \n Kulturlabbet – the culture lab\n \n \n \n \n \n Quantum computer research in Sweden\n \n \n \n \n \n 3 Swedish triumphs grown out of failure\n \n \n \n \n \n Anders Celsius meme\n \n \n \n\n\n\nSweden Brand strategy\n\n\n\nSweden has a new nation brand strategy since May 2025. It has been developed through collaboration with representatives from many different sectors in Sweden. \n\n\n\nThe new strategy for strengthening the image of Sweden abroad \n\n\n",
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27 May 2025
28 April 2025
7 April 2025