News
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
17 February 2025Social media ideas for winter
Looking for ideas on what to post on social media? Here are some winter themed videos and recent posts from the Sweden channels. You can translate video subtitles and captions to your local language.
Social media content
Actor Elin Oskal about Sami culture and the film ‘Stolen’
Alpine tobogganing – a high-velocity winter sport
Skidpan training to prepare for Swedish winter roads
Winter cycling in Sweden
’Nyckelharpan’ – Swedish keyed fiddle
85 years of love in Swedish film
Happiness course at Stockholm School of Economics
Recycling in Sweden
Princess Victoria’s special officer training in the Swedish Armed Forces
Nordic noir author Karin Smirnoff
Scandinavian Winter Swimming Championship
Recipe: Swedish semla
18 December 2024Updates on Sharing Sweden for 2025
It is now possible to apply for financial support for toolkit activities that take place in 2025. Here you can learn more about some of the new and upcoming material on Sharing Sweden.
Talent attraction
Work in Sweden toolkit and webinar
The new toolkit can be used to promote Sweden as a career destination with the goal of attracting highly skilled talent to Sweden. Introduction webinars will be held on 28 January at 9:00 and 15:00 (CET).
Work in Sweden toolkit
Pre-departure events for students and webinar
New and updated material is available! Selected foreign missions can apply for financial support to hold events aimed at international students admitted to a programme in Sweden. There will be a webinar on 21 January at 14:00 (CET).
Pre-departure event
Internships at Swedish companies in ODA recipient countries
There is a new opportunity to offer funded internships at local Swedish companies for SI scholarship alumni and international students from countries on the DAC lists of ODA recipients. Application deadline 12 March 2025.
Internships at local Swedish companies
Culture
Pippi 80 jubilee in the Children’s literature toolkit
In 2025, we celebrate that Pippi Longstocking is turning 80 years. The material includes a party kit, a cutout board, and exhibition posters. It is found in the toolkit ‘Children’s literature’.
Children’s literature toolkit
New art exhibition inspired by Arctic expeditions
Since 1988, artists have been invited by the Swedish Polar Research Secretariat to join scientists aboard the icebreaker Oden. Expedition Art is an exhibition presenting works by six of these artists
Swedish art toolkit
New films in the Swedish film selection 2025
The titles for next year’s film selection are ready and the application opens by the end of January. The films included are:
drama film ‘Hammarskjöld’ (2023)
the film classic ‘The Girls’ (1968)
documentary ‘The Last journey’ (2024)
drama comedy ‘Nova and Alice’ (2024)
Additional titles may be added moving forward.
Swedish film selection
Music moments and Eurovision toolkit updates
Selected parts of the popularEurovision toolkit are now included in the Swedish music moments toolkit. In 2025 the music exhibition and social media material will be updated with new music creators.
Swedish music moments toolkit
Sports by Sweden updates in 2025
The toolkit will be updated with new social media material during next year. This includes material on the ‘Ice hockey world championship’ in Sweden and more content on the role of sports in Swedish society.
Sports by Sweden toolkit
Trade
Industry packs for trade promotion in January 2025
In January, we will launch the first industry packs. They are focused on trade promotion for different industry sectors and contain key messages, speaking points, company directories, presentations, and more. The first packages cover transport, energy, batteries, industrials and digi tech sectors. During 2025 more will follow, including cultural and creative industries.
Webinar on the Industry packs 4 February
Redefining waste toolkit in early 2025
The update of the Re:waste toolkit on Swedish waste management will be launched in 2025 under the name of ‘Redefining waste’. It will include a new and updated exhibition and new content for social media.
Redress clothes swap now included in Fashion forever
The Fashion forever toolkit has been updated with material that you can use to create clothes swap events. The material is now available on Sharing Sweden.
Re-dress material
Strategy and image of Sweden
The new strategy for promoting Sweden is taking shape
The new strategy for communicating about Sweden abroad will be available on Sharing Sweden in spring 2025. It is developed by the Swedish institute in collaboration with over 300 Swedish government agencies, businesses, regions, academia, and interest organizations. The strategy will have an accompanying handbook with practical advice on how to use it.
Article on the strategy at SI.se (in Swedish)
Toolkit on Sweden in general
We have collected material that can be used to communicate on Sweden in general, including the Sverige A-Ö exhibition, social media content, and publications for local printing. Next year, the material will be updated according to the new strategy for Sweden promotion.
Sweden in general toolkit
Upcoming material on the image of Sweden
Next year, the Swedish institute’s annual report on the image of Sweden abroad will be translated to English and available on Sharing Sweden. A number of reports on the image of Sweden in different countries and regions will also be available.
The image of Sweden abroad
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"title": "New support to promote Sweden as a destination from Visit Sweden",
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"width": 1000,
"title": "Textilhogskolan Ola Kjelbye",
"caption": "Students from the Swedish School of Textiles in Borås. Photo: Ola Kjelbye"
},
"href": "/new-un-uniforms-developed-by-swedish-design-students/"
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{
"title": "Social media ideas for winter",
"content": "\n\n\n\n\n\n\nLooking for ideas on what to post on social media? Here are some winter themed videos and recent posts from the Sweden channels. You can translate video subtitles and captions to your local language.\n\n\n\n \n Social media content\n \n \n \n \n \n \n Actor Elin Oskal about Sami culture and the film ‘Stolen’\n \n \n \n \n \n Alpine tobogganing – a high-velocity winter sport\n \n \n \n \n \n Skidpan training to prepare for Swedish winter roads\n \n \n \n \n \n Winter cycling in Sweden\n \n \n \n \n \n ’Nyckelharpan’ – Swedish keyed fiddle\n \n \n \n \n \n 85 years of love in Swedish film\n \n \n \n \n \n Happiness course at Stockholm School of Economics \n \n \n \n \n \n Recycling in Sweden\n \n \n \n \n \n Princess Victoria’s special officer training in the Swedish Armed Forces\n \n \n \n \n \n Nordic noir author Karin Smirnoff\n \n \n \n \n \n Scandinavian Winter Swimming Championship\n \n \n \n \n \n Recipe: Swedish semla\n \n \n \n\n\n",
"date": "17 February 2025",
"imageProps": {
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"alt": "Reindeer in snow",
"height": 1653,
"width": 2480,
"title": "Reindeer",
"caption": "Photo: Jörgen Wiklund/imagebank.sweden.se"
},
"href": "/social-media-ideas-for-winter/"
},
{
"title": "Updates on Sharing Sweden for 2025",
"content": "\n\n\n\n\n\n\n\nIt is now possible to apply for financial support for toolkit activities that take place in 2025. Here you can learn more about some of the new and upcoming material on Sharing Sweden.\n\n\n\n\nTalent attraction\n\n\n\nWork in Sweden toolkit and webinar\n\n\n\nThe new toolkit can be used to promote Sweden as a career destination with the goal of attracting highly skilled talent to Sweden. Introduction webinars will be held on 28 January at 9:00 and 15:00 (CET).\n\n\n\nWork in Sweden toolkit\n\n\n\nPre-departure events for students and webinar\n\n\n\nNew and updated material is available! Selected foreign missions can apply for financial support to hold events aimed at international students admitted to a programme in Sweden. There will be a webinar on 21 January at 14:00 (CET).\n\n\n\nPre-departure event\n\n\n\nInternships at Swedish companies in ODA recipient countries\n\n\n\nThere is a new opportunity to offer funded internships at local Swedish companies for SI scholarship alumni and international students from countries on the DAC lists of ODA recipients. Application deadline 12 March 2025.\n\n\n\nInternships at local Swedish companies\n\n\n\nCulture\n\n\n\nPippi 80 jubilee in the Children’s literature toolkit\n\n\n\nIn 2025, we celebrate that Pippi Longstocking is turning 80 years. The material includes a party kit, a cutout board, and exhibition posters. It is found in the toolkit ‘Children’s literature’.\n\n\n\nChildren’s literature toolkit\n\n\n\nNew art exhibition inspired by Arctic expeditions\n\n\n\nSince 1988, artists have been invited by the Swedish Polar Research Secretariat to join scientists aboard the icebreaker Oden. Expedition Art is an exhibition presenting works by six of these artists\n\n\n\nSwedish art toolkit\n\n\n\nNew films in the Swedish film selection 2025\n\n\n\nThe titles for next year’s film selection are ready and the application opens by the end of January. The films included are:\n\n\n\n\ndrama film ‘Hammarskjöld’ (2023)\n\n\n\nthe film classic ‘The Girls’ (1968)\n\n\n\ndocumentary ‘The Last journey’ (2024)\n\n\n\ndrama comedy ‘Nova and Alice’ (2024)\n\n\n\n\nAdditional titles may be added moving forward. \n\n\n\nSwedish film selection\n\n\n\nMusic moments and Eurovision toolkit updates\n\n\n\nSelected parts of the popularEurovision toolkit are now included in the Swedish music moments toolkit. In 2025 the music exhibition and social media material will be updated with new music creators.\n\n\n\nSwedish music moments toolkit\n\n\n\nSports by Sweden updates in 2025\n\n\n\nThe toolkit will be updated with new social media material during next year. This includes material on the ‘Ice hockey world championship’ in Sweden and more content on the role of sports in Swedish society.\n\n\n\nSports by Sweden toolkit\n\n\n\nTrade\n\n\n\nIndustry packs for trade promotion in January 2025\n\n\n\nIn January, we will launch the first industry packs. They are focused on trade promotion for different industry sectors and contain key messages, speaking points, company directories, presentations, and more. The first packages cover transport, energy, batteries, industrials and digi tech sectors. During 2025 more will follow, including cultural and creative industries. \n\n\n\nWebinar on the Industry packs 4 February\n\n\n\nRedefining waste toolkit in early 2025\n\n\n\nThe update of the Re:waste toolkit on Swedish waste management will be launched in 2025 under the name of ‘Redefining waste’. It will include a new and updated exhibition and new content for social media.\n\n\n\nRedress clothes swap now included in Fashion forever\n\n\n\nThe Fashion forever toolkit has been updated with material that you can use to create clothes swap events. The material is now available on Sharing Sweden.\n\n\n\nRe-dress material\n\n\n\nStrategy and image of Sweden\n\n\n\nThe new strategy for promoting Sweden is taking shape\n\n\n\nThe new strategy for communicating about Sweden abroad will be available on Sharing Sweden in spring 2025. It is developed by the Swedish institute in collaboration with over 300 Swedish government agencies, businesses, regions, academia, and interest organizations. The strategy will have an accompanying handbook with practical advice on how to use it.\n\n\n\nArticle on the strategy at SI.se (in Swedish)\n\n\n\nToolkit on Sweden in general\n\n\n\nWe have collected material that can be used to communicate on Sweden in general, including the Sverige A-Ö exhibition, social media content, and publications for local printing. Next year, the material will be updated according to the new strategy for Sweden promotion.\n\n\n\nSweden in general toolkit\n\n\n\nUpcoming material on the image of Sweden\n\n\n\nNext year, the Swedish institute’s annual report on the image of Sweden abroad will be translated to English and available on Sharing Sweden. A number of reports on the image of Sweden in different countries and regions will also be available.\n\n\n\nThe image of Sweden abroad\n\n\n\nSubscribe to our newsletter\n\n\n\nSign up to Sharing Sweden’s newsletter\n\n\n",
"date": "18 December 2024",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/12/gingerbread-making.jpg",
"alt": "Gingerbread making ",
"height": 1653,
"width": 2480,
"title": "Gingerbread making",
"caption": "Photo: Miriam Preis/imagebank.sweden.se"
},
"href": "/updates-on-sharing-sweden-2025/"
}
],
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"id": 17,
"description": "Study in Sweden online fair (Americas)",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Study-presentation-thumbnail.png",
"alt": "Study in Sweden",
"height": 1076,
"width": 1912,
"title": "Study presentation",
"caption": ""
},
"href": "https://cms.sharingsweden.se/event/study-in-sweden-online-fair-americas/",
"dates": [
{
"date": "2025-04-26",
"month": "Apr",
"year": 2025
},
{
"date": "2025-10-04",
"month": "Oct",
"year": 2025
}
],
"earliestDate": "2025-04-26"
},
{
"id": 28,
"description": "King Carl XVI Gustaf’s birthday",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/04/the-King_220329-HMK-LindaBrostrom_KunglHovstaterna_sRGB1.jpg",
"alt": "HM the King in a suit, wearing his medals.",
"height": 1000,
"width": 1500,
"title": "2022-03-29, Kungliga slottet, H.M. Konungen",
"caption": "HM The King.\nPhoto: Linda Broström/Kungl. Hovstaterna"
},
"href": "https://cms.sharingsweden.se/event/king-carl-xvi-gustafs-birthday/",
"dates": [
{
"date": "2025-04-30",
"month": "Apr",
"year": 2025
}
],
"earliestDate": "2025-04-30"
},
{
"id": 45,
"description": "Walpurgis Night",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/12/aline_lessner-walpurgis_eve-4779.jpg",
"alt": "People watching a bonfire.",
"height": 801,
"width": 1200,
"title": "Lund",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/walpurgis+eve/southern+sweden/lund/4779#detail\">Aline Lessner/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/walpurgis-night/",
"dates": [
{
"date": "2025-04-30",
"month": "Apr",
"year": 2025
}
],
"earliestDate": "2025-04-30"
},
{
"id": 40,
"description": "World Press Freedom Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/04/freedom-of-information.jpg",
"alt": "Two people with headsets in a radio studio.",
"height": 1653,
"width": 2480,
"title": "Freedom of information",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/freedom+of+information///8411#detail\">Plattform/Scandinav/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/world-press-freedom-day/",
"dates": [
{
"date": "2025-05-03",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-03"
},
{
"id": 26,
"description": "Europe Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/05/sweden-and-the-eu.jpg",
"alt": "A girl holding two small paper flags: the Swedish flag and the flag for the European Union, both blue and yellow.",
"height": 1653,
"width": 2480,
"title": "Sweden and the EU",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/sweden+and+the+eu///8129#detail\">Lieselotte van der Meijs/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/europe-day/",
"dates": [
{
"date": "2025-05-09",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-09"
},
{
"id": 16,
"description": "Study in Sweden online fair (Asia)",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Study-presentation-thumbnail.png",
"alt": "Study in Sweden",
"height": 1076,
"width": 1912,
"title": "Study presentation",
"caption": ""
},
"href": "https://cms.sharingsweden.se/event/study-in-sweden-online-fair-asia/",
"dates": [
{
"date": "2025-05-17",
"month": "May",
"year": 2025
},
{
"date": "2025-11-13",
"month": "Nov",
"year": 2025
}
],
"earliestDate": "2025-05-17"
},
{
"id": 33,
"description": "Eurovision Song Contest",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/01/Eurovision_AndyVonPipp_TT.jpg",
"alt": "Loreen winning Eurovision 2023.",
"height": 1666,
"width": 2500,
"title": "Eurovision Song Contest 2023: The Final – WINNER – SWEDEN – LOREEN",
"caption": "Loreen, winner of the Eurovision Song Contest 2023. Photo: © Andy Von Pip/ZUMA Press Wire."
},
"href": "https://cms.sharingsweden.se/event/eurovision-song-contest/",
"dates": [
{
"date": "2025-05-17",
"month": "May",
"year": 2025
},
{
"date": "2025-05-17",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-17"
},
{
"id": 71,
"description": "International Day Against Homophobia, Biphobia and Transphobia (IDAHOT)",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/04/equal-rights.jpg",
"alt": "Two persons holding hands.",
"height": 1654,
"width": 2480,
"title": "Equal rights",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/equal+rights///3057#detail\">Carolina Romare/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/idahot/",
"dates": [
{
"date": "2025-05-17",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-17"
},
{
"id": 4,
"description": "International Day for Biological Diversity",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/02/meadow-in-full-bloom.jpg",
"alt": "A variety of wild flowers in a field.",
"height": 1650,
"width": 2480,
"title": "Meadow in full bloom",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/meadow+in+full+bloom///595#detail\">Erik Leonsson/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/international-day-for-biological-diversity/",
"dates": [
{
"date": "2025-05-22",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-22"
},
{
"id": 27,
"description": "European Day of Parks",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/04/abisko-national-park.jpg",
"alt": "A lake in Abisko with a rocky shoreline and trees in autumn colours, with mountains in the background.",
"height": 1653,
"width": 2480,
"title": "Abisko national park",
"caption": "Abisko national park. Photo: <a href=\"https://imagebank.sweden.se/abisko+national+park/northern+sweden/abisko%252C+lapland/3403#detail\">Katja Kristoferson/Folio/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/european-day-of-parks/",
"dates": [
{
"date": "2025-05-24",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-24"
},
{
"id": 25,
"description": "Mother’s day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/05/social-kids.jpg",
"alt": "A group of adults and toddlers with different backgrounds having a picknick.",
"height": 1653,
"width": 2480,
"title": "Social kids",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/social+kids///9752#detail\">Folio/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/mothers-day/",
"dates": [
{
"date": "2025-05-25",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-25"
},
{
"id": 56,
"description": "Pride Month (1–30 June)",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/magnus_liam_karlsson-stockholm_pride-5454.jpg",
"alt": "A woman with a rainbow umbrella at a Pride Parade.",
"height": 1655,
"width": 2480,
"title": "stockholm pride",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/stockholm+pride//stockholm/5454#detail\">Magnus Liam Karlsson/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/pride-month/",
"dates": [
{
"date": "2025-06-01",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-01"
},
{
"id": 23,
"description": "World Bicycle Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/07/getting-from-school.jpg",
"alt": "Two siblings in a Swedish suburb getting home from school by bike.",
"height": 1655,
"width": 2480,
"title": "Getting from school",
"caption": "Photo: Simon Paulin/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/world-bicycle-day/",
"dates": [
{
"date": "2025-06-03",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-03"
},
{
"id": 42,
"description": "World Environment Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/12/ulf_lundin-playing_in_the_woods-4828.jpg",
"alt": "Children playing in the forest.",
"height": 802,
"width": 1200,
"title": "ulf_lundin-playing_in_the_woods-4828",
"caption": "Swedish children using the right of public access (Allemansrätten) to play in the woods. Photo: <a href=\"https://imagebank.sweden.se/playing+in+the+woods///4828#detail\">Ulf Lundin/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/world-environment-day/",
"dates": [
{
"date": "2025-06-05",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-05"
},
{
"id": 65,
"description": "National Day of Sweden",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/astrakan-national_day-8806.jpg",
"alt": "The Swedish flag beinjg raised in a summer garden.",
"height": 1653,
"width": 2480,
"title": "National Day. Photo: Astrakan/Scandinav/imagebank.sweden.se",
"caption": "Photo: Astrakan/Scandinav/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/national-day-of-sweden/",
"dates": [
{
"date": "2025-06-06",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-06"
},
{
"id": 3,
"description": "World Ocean Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/02/clam-farming.jpg",
"alt": "Clam farming",
"height": 1622,
"width": 2480,
"title": "Clam farming",
"caption": "A clam farm outside Uddevalla in the province of Bohuslän on the west coast of Sweden. Photo: Per Pixel Petersson/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/world-ocean-day/",
"dates": [
{
"date": "2025-06-08",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-08"
},
{
"id": 72,
"description": "Music moment 1990: ‘Pretty Woman’ theme song ‘It Must Have Been Love’ by Roxette hit number one on the Billboard Hot 100 chart",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
"alt": "Per Gessle and Marie Fredriksson of Swedish band Roxette.",
"height": 900,
"width": 893,
"title": "Swedish-music-moments-Roxette-thumbnail.jpg",
"caption": "Roxette. Photo: Mattias Edwall"
},
"href": "https://cms.sharingsweden.se/event/music-moment-1990-pretty-woman-theme-song-it-must-have-been-love-by-roxette-hit-number-one-on-the-billboard-hot-100-chart/",
"dates": [
{
"date": "2025-06-16",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-16"
},
{
"id": 51,
"description": "Midsummer",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/11/vilhelm_stokstad-midsummer_preparations-6591.jpg",
"alt": "Two women picking flowers for midsummer.",
"height": 1653,
"width": 2480,
"title": "vilhelm_stokstad-midsummer_preparations-6591",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/midsummer+preparations///6591#detail\">Vilhelm Stokstad/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/midsummer/",
"dates": [
{
"date": "2025-06-20",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-20"
},
{
"id": 73,
"description": "Music moment 1990: The movie ‘Pretty Woman’ with theme song by Roxette premiered in Sweden",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
"alt": "Per Gessle and Marie Fredriksson of Swedish band Roxette.",
"height": 900,
"width": 893,
"title": "Swedish-music-moments-Roxette-thumbnail.jpg",
"caption": "Roxette. Photo: Mattias Edwall"
},
"href": "https://cms.sharingsweden.se/event/music-moment-1990-the-movie-pretty-woman-with-theme-song-by-roxette-premiered-in-sweden/",
"dates": [
{
"date": "2025-06-29",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-29"
},
{
"id": 24,
"description": "Crown Princess’s birthday ",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/05/Victoria-22029_KRPR_FotoLindaBrostromKunglHovstaterna.sRGB_.jpg",
"alt": "The crown princess smiling, in a room at the Royal castle.",
"height": 716,
"width": 1200,
"title": "2022-03-29, Kungliga slottet; H.K.H. Kronprinsessan",
"caption": "HRH The Crown Princess. Photo: Linda Broström/Kungl. Hovstaterna"
},
"href": "https://cms.sharingsweden.se/event/crown-princesss-birthday/",
"dates": [
{
"date": "2025-07-14",
"month": "Jul",
"year": 2025
}
],
"earliestDate": "2025-07-14"
},
{
"id": 34,
"description": "Tornedalians’ day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/01/folio-meanflaku-8857.jpg",
"alt": "A yellow, white and blue Tornedalian flag.",
"height": 1653,
"width": 2480,
"title": "folio-meänflaku-8857",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/me%25C3%25A4nflaku/northern+sweden/tornedalen/8857#detail\">Folio/Imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/tornedalers-day/",
"dates": [
{
"date": "2025-07-15",
"month": "Jul",
"year": 2025
}
],
"earliestDate": "2025-07-15"
},
{
"id": 36,
"description": "Crayfish premiere",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/01/anna_hallams-crayfish_party-7457.jpg",
"alt": "A plate full of crayfish on a dinner table.",
"height": 999,
"width": 1500,
"title": "anna_hållams-crayfish_party-7457",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/crayfish+party///7457#detail\"> Anna Hållams/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/crayfish-premiere/",
"dates": [
{
"date": "2025-08-09",
"month": "Aug",
"year": 2025
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],
"earliestDate": "2025-08-09"
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{
"id": 43,
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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",
"date": "8 April 2025",
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"title": "Social media ideas for winter",
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"content": "\n\n\n\n\n\n\n\nIt is now possible to apply for financial support for toolkit activities that take place in 2025. Here you can learn more about some of the new and upcoming material on Sharing Sweden.\n\n\n\n\nTalent attraction\n\n\n\nWork in Sweden toolkit and webinar\n\n\n\nThe new toolkit can be used to promote Sweden as a career destination with the goal of attracting highly skilled talent to Sweden. Introduction webinars will be held on 28 January at 9:00 and 15:00 (CET).\n\n\n\nWork in Sweden toolkit\n\n\n\nPre-departure events for students and webinar\n\n\n\nNew and updated material is available! Selected foreign missions can apply for financial support to hold events aimed at international students admitted to a programme in Sweden. There will be a webinar on 21 January at 14:00 (CET).\n\n\n\nPre-departure event\n\n\n\nInternships at Swedish companies in ODA recipient countries\n\n\n\nThere is a new opportunity to offer funded internships at local Swedish companies for SI scholarship alumni and international students from countries on the DAC lists of ODA recipients. Application deadline 12 March 2025.\n\n\n\nInternships at local Swedish companies\n\n\n\nCulture\n\n\n\nPippi 80 jubilee in the Children’s literature toolkit\n\n\n\nIn 2025, we celebrate that Pippi Longstocking is turning 80 years. The material includes a party kit, a cutout board, and exhibition posters. It is found in the toolkit ‘Children’s literature’.\n\n\n\nChildren’s literature toolkit\n\n\n\nNew art exhibition inspired by Arctic expeditions\n\n\n\nSince 1988, artists have been invited by the Swedish Polar Research Secretariat to join scientists aboard the icebreaker Oden. Expedition Art is an exhibition presenting works by six of these artists\n\n\n\nSwedish art toolkit\n\n\n\nNew films in the Swedish film selection 2025\n\n\n\nThe titles for next year’s film selection are ready and the application opens by the end of January. The films included are:\n\n\n\n\ndrama film ‘Hammarskjöld’ (2023)\n\n\n\nthe film classic ‘The Girls’ (1968)\n\n\n\ndocumentary ‘The Last journey’ (2024)\n\n\n\ndrama comedy ‘Nova and Alice’ (2024)\n\n\n\n\nAdditional titles may be added moving forward. \n\n\n\nSwedish film selection\n\n\n\nMusic moments and Eurovision toolkit updates\n\n\n\nSelected parts of the popularEurovision toolkit are now included in the Swedish music moments toolkit. In 2025 the music exhibition and social media material will be updated with new music creators.\n\n\n\nSwedish music moments toolkit\n\n\n\nSports by Sweden updates in 2025\n\n\n\nThe toolkit will be updated with new social media material during next year. This includes material on the ‘Ice hockey world championship’ in Sweden and more content on the role of sports in Swedish society.\n\n\n\nSports by Sweden toolkit\n\n\n\nTrade\n\n\n\nIndustry packs for trade promotion in January 2025\n\n\n\nIn January, we will launch the first industry packs. They are focused on trade promotion for different industry sectors and contain key messages, speaking points, company directories, presentations, and more. The first packages cover transport, energy, batteries, industrials and digi tech sectors. During 2025 more will follow, including cultural and creative industries. \n\n\n\nWebinar on the Industry packs 4 February\n\n\n\nRedefining waste toolkit in early 2025\n\n\n\nThe update of the Re:waste toolkit on Swedish waste management will be launched in 2025 under the name of ‘Redefining waste’. It will include a new and updated exhibition and new content for social media.\n\n\n\nRedress clothes swap now included in Fashion forever\n\n\n\nThe Fashion forever toolkit has been updated with material that you can use to create clothes swap events. The material is now available on Sharing Sweden.\n\n\n\nRe-dress material\n\n\n\nStrategy and image of Sweden\n\n\n\nThe new strategy for promoting Sweden is taking shape\n\n\n\nThe new strategy for communicating about Sweden abroad will be available on Sharing Sweden in spring 2025. It is developed by the Swedish institute in collaboration with over 300 Swedish government agencies, businesses, regions, academia, and interest organizations. 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"caption": "Photo: <a href=\"https://imagebank.sweden.se/sweden+and+the+eu///8129#detail\">Lieselotte van der Meijs/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/europe-day/",
"dates": [
{
"date": "2025-05-09",
"month": "May",
"year": 2025
}
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{
"id": 16,
"description": "Study in Sweden online fair (Asia)",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Study-presentation-thumbnail.png",
"alt": "Study in Sweden",
"height": 1076,
"width": 1912,
"title": "Study presentation",
"caption": ""
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"href": "https://cms.sharingsweden.se/event/study-in-sweden-online-fair-asia/",
"dates": [
{
"date": "2025-05-17",
"month": "May",
"year": 2025
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{
"date": "2025-11-13",
"month": "Nov",
"year": 2025
}
],
"earliestDate": "2025-05-17"
},
{
"id": 33,
"description": "Eurovision Song Contest",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/01/Eurovision_AndyVonPipp_TT.jpg",
"alt": "Loreen winning Eurovision 2023.",
"height": 1666,
"width": 2500,
"title": "Eurovision Song Contest 2023: The Final – WINNER – SWEDEN – LOREEN",
"caption": "Loreen, winner of the Eurovision Song Contest 2023. Photo: © Andy Von Pip/ZUMA Press Wire."
},
"href": "https://cms.sharingsweden.se/event/eurovision-song-contest/",
"dates": [
{
"date": "2025-05-17",
"month": "May",
"year": 2025
},
{
"date": "2025-05-17",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-17"
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{
"id": 71,
"description": "International Day Against Homophobia, Biphobia and Transphobia (IDAHOT)",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/04/equal-rights.jpg",
"alt": "Two persons holding hands.",
"height": 1654,
"width": 2480,
"title": "Equal rights",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/equal+rights///3057#detail\">Carolina Romare/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/idahot/",
"dates": [
{
"date": "2025-05-17",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-17"
},
{
"id": 4,
"description": "International Day for Biological Diversity",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/02/meadow-in-full-bloom.jpg",
"alt": "A variety of wild flowers in a field.",
"height": 1650,
"width": 2480,
"title": "Meadow in full bloom",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/meadow+in+full+bloom///595#detail\">Erik Leonsson/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/international-day-for-biological-diversity/",
"dates": [
{
"date": "2025-05-22",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-22"
},
{
"id": 27,
"description": "European Day of Parks",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/04/abisko-national-park.jpg",
"alt": "A lake in Abisko with a rocky shoreline and trees in autumn colours, with mountains in the background.",
"height": 1653,
"width": 2480,
"title": "Abisko national park",
"caption": "Abisko national park. Photo: <a href=\"https://imagebank.sweden.se/abisko+national+park/northern+sweden/abisko%252C+lapland/3403#detail\">Katja Kristoferson/Folio/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/european-day-of-parks/",
"dates": [
{
"date": "2025-05-24",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-24"
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{
"id": 25,
"description": "Mother’s day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/05/social-kids.jpg",
"alt": "A group of adults and toddlers with different backgrounds having a picknick.",
"height": 1653,
"width": 2480,
"title": "Social kids",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/social+kids///9752#detail\">Folio/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/mothers-day/",
"dates": [
{
"date": "2025-05-25",
"month": "May",
"year": 2025
}
],
"earliestDate": "2025-05-25"
},
{
"id": 56,
"description": "Pride Month (1–30 June)",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/magnus_liam_karlsson-stockholm_pride-5454.jpg",
"alt": "A woman with a rainbow umbrella at a Pride Parade.",
"height": 1655,
"width": 2480,
"title": "stockholm pride",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/stockholm+pride//stockholm/5454#detail\">Magnus Liam Karlsson/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/pride-month/",
"dates": [
{
"date": "2025-06-01",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-01"
},
{
"id": 23,
"description": "World Bicycle Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/07/getting-from-school.jpg",
"alt": "Two siblings in a Swedish suburb getting home from school by bike.",
"height": 1655,
"width": 2480,
"title": "Getting from school",
"caption": "Photo: Simon Paulin/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/world-bicycle-day/",
"dates": [
{
"date": "2025-06-03",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-03"
},
{
"id": 42,
"description": "World Environment Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/12/ulf_lundin-playing_in_the_woods-4828.jpg",
"alt": "Children playing in the forest.",
"height": 802,
"width": 1200,
"title": "ulf_lundin-playing_in_the_woods-4828",
"caption": "Swedish children using the right of public access (Allemansrätten) to play in the woods. Photo: <a href=\"https://imagebank.sweden.se/playing+in+the+woods///4828#detail\">Ulf Lundin/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/world-environment-day/",
"dates": [
{
"date": "2025-06-05",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-05"
},
{
"id": 65,
"description": "National Day of Sweden",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/astrakan-national_day-8806.jpg",
"alt": "The Swedish flag beinjg raised in a summer garden.",
"height": 1653,
"width": 2480,
"title": "National Day. Photo: Astrakan/Scandinav/imagebank.sweden.se",
"caption": "Photo: Astrakan/Scandinav/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/national-day-of-sweden/",
"dates": [
{
"date": "2025-06-06",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-06"
},
{
"id": 3,
"description": "World Ocean Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/02/clam-farming.jpg",
"alt": "Clam farming",
"height": 1622,
"width": 2480,
"title": "Clam farming",
"caption": "A clam farm outside Uddevalla in the province of Bohuslän on the west coast of Sweden. Photo: Per Pixel Petersson/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/world-ocean-day/",
"dates": [
{
"date": "2025-06-08",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-08"
},
{
"id": 72,
"description": "Music moment 1990: ‘Pretty Woman’ theme song ‘It Must Have Been Love’ by Roxette hit number one on the Billboard Hot 100 chart",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
"alt": "Per Gessle and Marie Fredriksson of Swedish band Roxette.",
"height": 900,
"width": 893,
"title": "Swedish-music-moments-Roxette-thumbnail.jpg",
"caption": "Roxette. Photo: Mattias Edwall"
},
"href": "https://cms.sharingsweden.se/event/music-moment-1990-pretty-woman-theme-song-it-must-have-been-love-by-roxette-hit-number-one-on-the-billboard-hot-100-chart/",
"dates": [
{
"date": "2025-06-16",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-16"
},
{
"id": 51,
"description": "Midsummer",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/11/vilhelm_stokstad-midsummer_preparations-6591.jpg",
"alt": "Two women picking flowers for midsummer.",
"height": 1653,
"width": 2480,
"title": "vilhelm_stokstad-midsummer_preparations-6591",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/midsummer+preparations///6591#detail\">Vilhelm Stokstad/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/midsummer/",
"dates": [
{
"date": "2025-06-20",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-20"
},
{
"id": 73,
"description": "Music moment 1990: The movie ‘Pretty Woman’ with theme song by Roxette premiered in Sweden",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
"alt": "Per Gessle and Marie Fredriksson of Swedish band Roxette.",
"height": 900,
"width": 893,
"title": "Swedish-music-moments-Roxette-thumbnail.jpg",
"caption": "Roxette. Photo: Mattias Edwall"
},
"href": "https://cms.sharingsweden.se/event/music-moment-1990-the-movie-pretty-woman-with-theme-song-by-roxette-premiered-in-sweden/",
"dates": [
{
"date": "2025-06-29",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-29"
},
{
"id": 24,
"description": "Crown Princess’s birthday ",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/05/Victoria-22029_KRPR_FotoLindaBrostromKunglHovstaterna.sRGB_.jpg",
"alt": "The crown princess smiling, in a room at the Royal castle.",
"height": 716,
"width": 1200,
"title": "2022-03-29, Kungliga slottet; H.K.H. Kronprinsessan",
"caption": "HRH The Crown Princess. Photo: Linda Broström/Kungl. Hovstaterna"
},
"href": "https://cms.sharingsweden.se/event/crown-princesss-birthday/",
"dates": [
{
"date": "2025-07-14",
"month": "Jul",
"year": 2025
}
],
"earliestDate": "2025-07-14"
},
{
"id": 34,
"description": "Tornedalians’ day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/01/folio-meanflaku-8857.jpg",
"alt": "A yellow, white and blue Tornedalian flag.",
"height": 1653,
"width": 2480,
"title": "folio-meänflaku-8857",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/me%25C3%25A4nflaku/northern+sweden/tornedalen/8857#detail\">Folio/Imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/tornedalers-day/",
"dates": [
{
"date": "2025-07-15",
"month": "Jul",
"year": 2025
}
],
"earliestDate": "2025-07-15"
},
{
"id": 36,
"description": "Crayfish premiere",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/01/anna_hallams-crayfish_party-7457.jpg",
"alt": "A plate full of crayfish on a dinner table.",
"height": 999,
"width": 1500,
"title": "anna_hållams-crayfish_party-7457",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/crayfish+party///7457#detail\"> Anna Hållams/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/crayfish-premiere/",
"dates": [
{
"date": "2025-08-09",
"month": "Aug",
"year": 2025
}
],
"earliestDate": "2025-08-09"
},
{
"id": 43,
"description": "International Day of the World’s Indigenous Peoples",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/12/lola_akinmade_akerstrom-sami-2075.jpg",
"alt": "A family dressed in traditional Sami clothing.",
"height": 809,
"width": 1200,
"title": "Indigenous Sami",
"caption": "The Sami people have their own folk costume, the kolt. The traditionally blue costumes have at least 12 different styles and differ for men and women. Photo: <a href=\"https://imagebank.sweden.se/sami/northern+sweden/swedish+lapland/2075#detail\">Lola Akinmade Åkerström/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/international-day-of-the-worlds-indigenous-peoples/",
"dates": [
{
"date": "2025-08-09",
"month": "Aug",
"year": 2025
}
],
"earliestDate": "2025-08-09"
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{
"id": 39,
"description": "Swedish meatball day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/12/lieselotte_van_der_meijs-meatballs-8107.jpg",
"alt": "Meatballs with mashed potatoes.",
"height": 800,
"width": 1200,
"title": "lieselotte_van_der_meijs-meatballs-8107",
"caption": "Swedish meatballs are traditionally served with gravy, mashed or boiled potatoes, lingonberries, and pickled cucumber.\nPhoto: <a href=\"https://imagebank.sweden.se/meatballs///8107#detail\">Lieselotte van der Meijs/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/swedish-meatball-day/",
"dates": [
{
"date": "2025-08-23",
"month": "Aug",
"year": 2025
}
],
"earliestDate": "2025-08-23"
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{
"id": 54,
"description": "Raoul Wallenberg Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/11/Raoul_Wallenberg-Wikimedia-e1718275838616.jpg",
"alt": "A black and white passport photo of Raoul Wallenberg",
"height": 461,
"width": 450,
"title": "Raoul_Wallenberg Wikimedia",
"caption": "Passport photograph of Raoul Wallenberg, June 1944."
},
"href": "https://cms.sharingsweden.se/event/raoul-wallenberg-day/",
"dates": [
{
"date": "2025-08-27",
"month": "Aug",
"year": 2025
}
],
"earliestDate": "2025-08-27"
}
]
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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",
"date": "8 April 2025",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/restaurant.jpg",
"alt": "Inside a restaurant with wooden tables and chairs along a window wall. A woman and man is sitting at a bar to the right. Blurry in the front you see an oil lamp hanging from the ceiling.",
"height": 1653,
"width": 2480,
"title": "Restaurant",
"caption": "Photo: Tina Axelsson/imagebank.sweden.se"
},
"href": "/new-support-to-promote-sweden-as-a-destination-from-visit-sweden/"
},
{
"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",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/Textilhogskolan-Ola-Kjelbye.jpg",
"alt": "Students designing clothing.",
"height": 625,
"width": 1000,
"title": "Textilhogskolan Ola Kjelbye",
"caption": "Students from the Swedish School of Textiles in Borås. Photo: Ola Kjelbye"
},
"href": "/new-un-uniforms-developed-by-swedish-design-students/"
},
{
"title": "Social media ideas for winter",
"content": "\n\n\n\n\n\n\nLooking for ideas on what to post on social media? Here are some winter themed videos and recent posts from the Sweden channels. You can translate video subtitles and captions to your local language.\n\n\n\n \n Social media content\n \n \n \n \n \n \n Actor Elin Oskal about Sami culture and the film ‘Stolen’\n \n \n \n \n \n Alpine tobogganing – a high-velocity winter sport\n \n \n \n \n \n Skidpan training to prepare for Swedish winter roads\n \n \n \n \n \n Winter cycling in Sweden\n \n \n \n \n \n ’Nyckelharpan’ – Swedish keyed fiddle\n \n \n \n \n \n 85 years of love in Swedish film\n \n \n \n \n \n Happiness course at Stockholm School of Economics \n \n \n \n \n \n Recycling in Sweden\n \n \n \n \n \n Princess Victoria’s special officer training in the Swedish Armed Forces\n \n \n \n \n \n Nordic noir author Karin Smirnoff\n \n \n \n \n \n Scandinavian Winter Swimming Championship\n \n \n \n \n \n Recipe: Swedish semla\n \n \n \n\n\n",
"date": "17 February 2025",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/02/reindeer.jpg",
"alt": "Reindeer in snow",
"height": 1653,
"width": 2480,
"title": "Reindeer",
"caption": "Photo: Jörgen Wiklund/imagebank.sweden.se"
},
"href": "/social-media-ideas-for-winter/"
},
{
"title": "Updates on Sharing Sweden for 2025",
"content": "\n\n\n\n\n\n\n\nIt is now possible to apply for financial support for toolkit activities that take place in 2025. Here you can learn more about some of the new and upcoming material on Sharing Sweden.\n\n\n\n\nTalent attraction\n\n\n\nWork in Sweden toolkit and webinar\n\n\n\nThe new toolkit can be used to promote Sweden as a career destination with the goal of attracting highly skilled talent to Sweden. Introduction webinars will be held on 28 January at 9:00 and 15:00 (CET).\n\n\n\nWork in Sweden toolkit\n\n\n\nPre-departure events for students and webinar\n\n\n\nNew and updated material is available! Selected foreign missions can apply for financial support to hold events aimed at international students admitted to a programme in Sweden. There will be a webinar on 21 January at 14:00 (CET).\n\n\n\nPre-departure event\n\n\n\nInternships at Swedish companies in ODA recipient countries\n\n\n\nThere is a new opportunity to offer funded internships at local Swedish companies for SI scholarship alumni and international students from countries on the DAC lists of ODA recipients. Application deadline 12 March 2025.\n\n\n\nInternships at local Swedish companies\n\n\n\nCulture\n\n\n\nPippi 80 jubilee in the Children’s literature toolkit\n\n\n\nIn 2025, we celebrate that Pippi Longstocking is turning 80 years. The material includes a party kit, a cutout board, and exhibition posters. It is found in the toolkit ‘Children’s literature’.\n\n\n\nChildren’s literature toolkit\n\n\n\nNew art exhibition inspired by Arctic expeditions\n\n\n\nSince 1988, artists have been invited by the Swedish Polar Research Secretariat to join scientists aboard the icebreaker Oden. Expedition Art is an exhibition presenting works by six of these artists\n\n\n\nSwedish art toolkit\n\n\n\nNew films in the Swedish film selection 2025\n\n\n\nThe titles for next year’s film selection are ready and the application opens by the end of January. The films included are:\n\n\n\n\ndrama film ‘Hammarskjöld’ (2023)\n\n\n\nthe film classic ‘The Girls’ (1968)\n\n\n\ndocumentary ‘The Last journey’ (2024)\n\n\n\ndrama comedy ‘Nova and Alice’ (2024)\n\n\n\n\nAdditional titles may be added moving forward. \n\n\n\nSwedish film selection\n\n\n\nMusic moments and Eurovision toolkit updates\n\n\n\nSelected parts of the popularEurovision toolkit are now included in the Swedish music moments toolkit. In 2025 the music exhibition and social media material will be updated with new music creators.\n\n\n\nSwedish music moments toolkit\n\n\n\nSports by Sweden updates in 2025\n\n\n\nThe toolkit will be updated with new social media material during next year. This includes material on the ‘Ice hockey world championship’ in Sweden and more content on the role of sports in Swedish society.\n\n\n\nSports by Sweden toolkit\n\n\n\nTrade\n\n\n\nIndustry packs for trade promotion in January 2025\n\n\n\nIn January, we will launch the first industry packs. They are focused on trade promotion for different industry sectors and contain key messages, speaking points, company directories, presentations, and more. The first packages cover transport, energy, batteries, industrials and digi tech sectors. During 2025 more will follow, including cultural and creative industries. \n\n\n\nWebinar on the Industry packs 4 February\n\n\n\nRedefining waste toolkit in early 2025\n\n\n\nThe update of the Re:waste toolkit on Swedish waste management will be launched in 2025 under the name of ‘Redefining waste’. It will include a new and updated exhibition and new content for social media.\n\n\n\nRedress clothes swap now included in Fashion forever\n\n\n\nThe Fashion forever toolkit has been updated with material that you can use to create clothes swap events. The material is now available on Sharing Sweden.\n\n\n\nRe-dress material\n\n\n\nStrategy and image of Sweden\n\n\n\nThe new strategy for promoting Sweden is taking shape\n\n\n\nThe new strategy for communicating about Sweden abroad will be available on Sharing Sweden in spring 2025. It is developed by the Swedish institute in collaboration with over 300 Swedish government agencies, businesses, regions, academia, and interest organizations. The strategy will have an accompanying handbook with practical advice on how to use it.\n\n\n\nArticle on the strategy at SI.se (in Swedish)\n\n\n\nToolkit on Sweden in general\n\n\n\nWe have collected material that can be used to communicate on Sweden in general, including the Sverige A-Ö exhibition, social media content, and publications for local printing. Next year, the material will be updated according to the new strategy for Sweden promotion.\n\n\n\nSweden in general toolkit\n\n\n\nUpcoming material on the image of Sweden\n\n\n\nNext year, the Swedish institute’s annual report on the image of Sweden abroad will be translated to English and available on Sharing Sweden. A number of reports on the image of Sweden in different countries and regions will also be available.\n\n\n\nThe image of Sweden abroad\n\n\n\nSubscribe to our newsletter\n\n\n\nSign up to Sharing Sweden’s newsletter\n\n\n",
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7 April 2025
17 February 2025