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.
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.
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"post_content": "<!-- wp:sweden-tsw/article-row {\"reverseColumnOrderOnMobile\":true} -->\n<div class=\"wp-block-sweden-tsw-article-row article-row\"><!-- wp:sweden-tsw/left-column -->\n<div class=\"wp-block-sweden-tsw-left-column left-column\"><!-- wp:sharing-sweden-tsw/preamble -->\n<div class=\"wp-block-sharing-sweden-tsw-preamble preamble\"><!-- wp:paragraph -->\n<p>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 brand provides direction for promoting our country abroad.</p>\n<!-- /wp:paragraph --></div>\n<!-- /wp:sharing-sweden-tsw/preamble -->\n\n<!-- wp:image {\"id\":42598,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-full\"><img src=\"https://cms.sharingsweden.se/app/uploads/2025/04/Sverigespetsen_brand-model.png\" alt=\"\" class=\"wp-image-42598\"/><figcaption class=\"wp-element-caption\">The Sweden brand model. At the top is Sweden as a pioneering country and the promise ‘Sweden gives space to grow’. Our strategic qualities are reliability, collaboration, and creativity. The foundation of the brand is our strong democracy.</figcaption></figure>\n<!-- /wp:image --></div>\n<!-- /wp:sweden-tsw/left-column -->\n\n<!-- wp:sweden-tsw/right-column -->\n<div class=\"wp-block-sweden-tsw-right-column right-column\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\">Sweden’s nation brand strategy</h2>\n<!-- /wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The strategy for strengthening the image of Sweden abroad defines Sweden’s nation brand. It highlights Swedish strengths that are strategically important to an international audience.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>You can use the strategy as a base in all communication when promoting Sweden internationally. The content of the strategy is not ready-made messages or concepts to be used directly. Instead, adapt your communication and messages to each market and target audience for maximum local impact.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:acf/video-block {\"name\":\"acf/video-block\",\"data\":{\"embed\":\"\\u003cdiv style=\\u0022background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\\u0022\\u003e\\u003cdiv style=\\u0022position:relative;\\u0022\\u003e\\u003cimg style=\\u0022display:block;height:auto;width:100%\\u0022 alt=\\u0022\\u0022 src=\\u0022https://im11.inviewer.se/skiss/43/43GBKOHBOO.jpg\\u0022 /\\u003e\\u003ciframe title=\\u0022Sweden brand film\\u0022 style=\\u0022position:absolute;top:0;left:0;width:100%;height:100%;border:0;\\u0022 src=\\u0022//play.mediaflow.com/ovp/11/43GBKOHBOO?theme=\\u0026defaultSubtitle=en\\u0026defaultSubtitleKind=subtitles\\u0022 allow=\\u0022autoplay; encrypted-media; picture-in-picture\\u0022 allowfullscreen\\u003e\\u003c/iframe\\u003e\\u003c/div\\u003e\\u003c/div\\u003e\",\"_embed\":\"field_6492a7c09721b\",\"caption\":\"\",\"_caption\":\"field_6492a7e39721c\",\"image\":\"\",\"_image\":\"field_6492a7f09721d\"},\"mode\":\"auto\"} /-->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\">Our brand promise and position</h3>\n<!-- /wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The core of the brand strategy is a clear promise: Sweden gives space to grow.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This offer reflects how Sweden’s values and conditions create room for development – for individuals, companies, and societies. It signals that Sweden is a place where you can think freely, explore new ideas, and break new ground together with others.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our care for the individual makes us one of the most creative and innovative countries in the world. Sweden is known for solutions that not only push boundaries but also improve lives. We have made progress by challenging conventions, embracing change, and working together.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\">Foundation and strategic qualities of the brand</h3>\n<!-- /wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Sweden’s competitiveness is rooted in our strong democracy. With over 200 years of peace, Sweden has developed into a pioneering democratic country that promotes freedom, equality and community.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p id=\"strategy\">Three strategic qualities shape the Swedish brand: reliability, collaboration, and creativity. Each quality is valuable on its own – but together they are powerful drivers of innovation and the solutions the world needs.</p>\n<!-- /wp:paragraph --></div>\n<!-- /wp:sweden-tsw/right-column --></div>\n<!-- /wp:sweden-tsw/article-row -->\n\n<!-- wp:sweden-tsw/article-row -->\n<div class=\"wp-block-sweden-tsw-article-row article-row\"><!-- wp:sweden-tsw/left-column -->\n<div class=\"wp-block-sweden-tsw-left-column left-column\"></div>\n<!-- /wp:sweden-tsw/left-column -->\n\n<!-- wp:sweden-tsw/right-column -->\n<div class=\"wp-block-sweden-tsw-right-column right-column\"><!-- wp:acf/materials-block {\"name\":\"acf/materials-block\",\"data\":{\"heading\":\"Strategy, workbook and brand report in Swedish\",\"_heading\":\"field_64635682c10c0\",\"selectedMaterials\":[\"42685\",\"42689\",\"42755\"],\"_selectedMaterials\":\"field_646352d0e5afe\",\"firstMaterialFullwidth\":\"0\",\"_firstMaterialFullwidth\":\"field_646354954999a\"},\"mode\":\"auto\"} /-->\n\n<!-- wp:acf/materials-block {\"name\":\"acf/materials-block\",\"data\":{\"heading\":\"Strategy, workbook and brand report in English\",\"_heading\":\"field_64635682c10c0\",\"selectedMaterials\":[\"46208\",\"46216\",\"46224\"],\"_selectedMaterials\":\"field_646352d0e5afe\",\"firstMaterialFullwidth\":\"0\",\"_firstMaterialFullwidth\":\"field_646354954999a\"},\"mode\":\"auto\"} /-->\n\n<!-- wp:acf/material-collections-block {\"name\":\"acf/material-collections-block\",\"data\":{\"heading\":\"Brand resources\",\"_heading\":\"field_64660c568b7c9\",\"selectedMaterialCollections\":[\"42514\",\"42516\"],\"_selectedMaterialCollections\":\"field_64660c568b836\"},\"mode\":\"auto\"} /-->\n\n<!-- wp:acf/linked-image-selection {\"name\":\"acf/linked-image-selection\",\"data\":{\"title\":\"Image selection\",\"_title\":\"field_6478a3cfe8706\",\"select_images_0_image\":42799,\"_select_images_0_image\":\"field_6478a43ce8708\",\"select_images_1_image\":42700,\"_select_images_1_image\":\"field_6478a43ce8708\",\"select_images_2_image\":42735,\"_select_images_2_image\":\"field_6478a43ce8708\",\"select_images_3_image\":42796,\"_select_images_3_image\":\"field_6478a43ce8708\",\"select_images_4_image\":42798,\"_select_images_4_image\":\"field_6478a43ce8708\",\"select_images_5_image\":42793,\"_select_images_5_image\":\"field_6478a43ce8708\",\"select_images\":6,\"_select_images\":\"field_6478a41be8707\",\"link\":{\"title\":\"Download images from imagebank.sweden.se\",\"url\":\"https://imagebank.sweden.se/index.php/my-selections/dtul7qssg\",\"target\":\"\"},\"_link\":\"field_6478a4c5e8709\"},\"mode\":\"auto\"} /--></div>\n<!-- /wp:sweden-tsw/right-column --></div>\n<!-- /wp:sweden-tsw/article-row -->\n\n<!-- wp:sweden-tsw/article-row -->\n<div class=\"wp-block-sweden-tsw-article-row article-row\"><!-- wp:sweden-tsw/left-column -->\n<div class=\"wp-block-sweden-tsw-left-column left-column\"></div>\n<!-- /wp:sweden-tsw/left-column -->\n\n<!-- wp:sweden-tsw/right-column -->\n<div class=\"wp-block-sweden-tsw-right-column right-column\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\">A strategy based on brand fundamentals</h2>\n<!-- /wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Sweden’s nation brand strategy is rooted in what makes strong brands successful: a combination of distinctiveness, differentiation, and brand recall.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Distinctiveness </strong>means that people easily recognize Sweden. Assets like the Swedish flag and colours, ABBA, Ikea, Nobel Prize, and even fika make Sweden ‘look like itself’ in the minds of global audiences.</li>\n<!-- /wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Differentiation </strong>means that Sweden is associated with attractive and relevant qualities – such as sustainability, a strong and stable economy, and innovation – that make people choose Sweden over others.</li>\n<!-- /wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Brand recall</strong> is about being easily recalled in decision-making moments. 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It has been created together with Brand Sweden Council. The council consists of Business Sweden, Ikea Sweden, Invest in Norrbotten, Lund University, Spotify, Stockholm Business Region, Stockholm School of Economics, Swedish Arts Council, the Swedish Institute, Swedish Olympic Committee, Visit Sweden, Volvo Group, West Sweden Chamber of Commerce, and Wallenberg Investments.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The strategy is a result of in-depth interviews with and input from over 300 people representing business, academia, industry and trade organisations, regions and authorities.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The strategy is also based on research, reports and surveys regarding the Sweden brand as well as Swedish strengths and values, such as the World Values Survey, Anholt Nation Brands Index, Global Soft Power Index and the Swedish Institute's analyses of the image of Sweden.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:acf/video-block {\"name\":\"acf/video-block\",\"data\":{\"embed\":\"\\u003cdiv style=\\u0022background:none repeat scroll 0 0 #ccc;margin:0 auto;width:100%;\\u0022\\u003e\\u003cdiv style=\\u0022position:relative;\\u0022\\u003e\\u003cimg style=\\u0022display:block;height:auto;width:100%\\u0022 alt=\\u0022\\u0022 src=\\u0022https://im11.inviewer.se/skiss/72/72GBVNUTUV.jpg\\u0022 /\\u003e\\u003ciframe title=\\u0022Sweden Brand Strategy process\\u0022 style=\\u0022position:absolute;top:0;left:0;width:100%;height:100%;border:0;\\u0022 src=\\u0022//play.mediaflow.com/ovp/11/72GBVNUTUV?theme=\\u0022 allow=\\u0022autoplay; encrypted-media; picture-in-picture\\u0022 allowfullscreen\\u003e\\u003c/iframe\\u003e\\u003c/div\\u003e\\u003c/div\\u003e\",\"_embed\":\"field_6492a7c09721b\",\"caption\":\"Film about the process.\",\"_caption\":\"field_6492a7e39721c\",\"image\":\"\",\"_image\":\"field_6492a7f09721d\"},\"mode\":\"auto\"} /-->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\">Be a part of Team Sweden</h2>\n<!-- /wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Everyone who has contributed to the strategy, as well as other stakeholders who wish to strengthen Sweden’s impact internationally, can be part of Team Sweden and the Sweden Brand.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>You are welcome to contact the Swedish Institute at brandsweden@si.se</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:image {\"id\":42865,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https://cms.sharingsweden.se/app/uploads/2025/04/Team-Sweden-workshop-1024x576.jpg\" alt=\"\" class=\"wp-image-42865\"/><figcaption class=\"wp-element-caption\">Photo from one of the Team Sweden workshops. 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"post_content": "<!-- wp:sweden-tsw/article-row {\"reverseColumnOrderOnMobile\":true} -->\n<div class=\"wp-block-sweden-tsw-article-row article-row\"><!-- wp:sweden-tsw/left-column -->\n<div class=\"wp-block-sweden-tsw-left-column left-column\"><!-- wp:sharing-sweden-tsw/preamble -->\n<div class=\"wp-block-sharing-sweden-tsw-preamble preamble\"><!-- wp:paragraph {\"placeholder\":\"Preamble text...\"} -->\n<p>We offer toolkits that help you promote Swedish music, literature, film and drama series, art, architecture and design. Join us in sharing Swedish cultural experiences around the world to promote culture and trade while shaping the image of Sweden.</p>\n<!-- /wp:paragraph --></div>\n<!-- /wp:sharing-sweden-tsw/preamble -->\n\n<!-- wp:image {\"id\":42716,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-full\"><img src=\"https://cms.sharingsweden.se/app/uploads/2025/04/Tra╠edkoja-Harads.-Foto-Per-Lundstro╠em-edited-scaled.jpg\" alt=\"A round organic-shaped building in the middle of the forest.\" class=\"wp-image-42716\"/><figcaption class=\"wp-element-caption\">Treehotel Biosphere in Harads, Norrbotten. 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Photo: <a href=\"https://imagebank.sweden.se/index.php/creativity///12033#detail\">Jeanette Frank & Jonas Nyström/Kulturlabbet/Räddningsmissionen/ Imagebank.sweden.se</a></figcaption></figure>\n<!-- /wp:image --></div>\n<!-- /wp:sweden-tsw/left-column -->\n\n<!-- wp:sweden-tsw/right-column -->\n<div class=\"wp-block-sweden-tsw-right-column right-column\"><!-- wp:paragraph -->\n<p>From architecture to fashion and design, Swedish companies stand out with their focus on quality and sustainability. World renowned brands like Toteme, Fjällräven, String furniture, and Svenskt Tenn are built to last.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\">Where creativitiy grows</h2>\n<!-- /wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Culture is a dynamic, challenging and liberating force – and everyone should have the opportunity to participate. Sweden values creativity and diversity, as well as artistic quality and freedom. This has resulted in a wide variety of talented creators and companies.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>From Pippi Longstocking to Young Royals, Swedish creations reflect our modern and open mindset, coupled with an understanding of what appeals to international audiences.</p>\n<!-- /wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Our culture of working together makes collaboration in international settings seamless and effective. 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"post_content": "<!-- wp:sweden-tsw/article-row {\"reverseColumnOrderOnMobile\":true} -->\n<div class=\"wp-block-sweden-tsw-article-row article-row\"><!-- wp:sweden-tsw/left-column -->\n<div class=\"wp-block-sweden-tsw-left-column left-column\"><!-- wp:sharing-sweden-tsw/preamble -->\n<div class=\"wp-block-sharing-sweden-tsw-preamble preamble\"><!-- wp:paragraph {\"placeholder\":\"Preamble text...\"} -->\n<p>We offer toolkits to support you in fostering collaboration and open a dialogue on topics related to democracy and society. 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"description": "Music moment 1993: ‘The Sign’ by Ace of Base topped the US album charts",
"image": {
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"alt": "Portrait of the two women and two men who made up the band Ace of Base.",
"width": 1907,
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"caption": "",
"title": "Ace-of-Base.jpg"
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"href": "https://cms.sharingsweden.se/event/music-moment-the-sign-by-ace-of-base-topped-the-us-album-charts/",
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{
"date": "2025-11-01",
"month": "Nov",
"year": 2025
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"recurring_date": "2024-11-01"
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{
"recurring_date": "2025-11-01"
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{
"recurring_date": "2026-11-01"
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"earliestDate": "2025-11-01"
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{
"id": 5784,
"description": "All Saints' Day",
"image": {
"src": "/app/uploads/2023/11/jens_lindstrom-all_saints_day-9168.jpg",
"alt": "A cemetery with gravestones lit up by candles.",
"width": 2480,
"height": 1656,
"caption": "Skogskyrkogården cemetery in Stockholm. Photo: <a href=\"https://imagebank.sweden.se/all+saints%2527+day/stockholm,%20central+sweden/stockholm/9168#detail\"> Jens Lindström/Johnér/imagebank.sweden.se</a>\n",
"title": "jens_lindström-all_saints’_day-9168"
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"href": "https://cms.sharingsweden.se/event/all-saints-day/",
"dates": [
{
"date": "2025-11-01",
"month": "Nov",
"year": 2025
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"recurrence": [
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"recurring_date": "2025-11-01"
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{
"recurring_date": "2026-10-31"
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{
"id": 3128,
"description": "Music moment 2021: ABBA released their comeback record",
"image": {
"src": "/app/uploads/2023/09/Swedish-music-moments-ABBA-thumbnail-e1694158365467.jpg",
"alt": "A digital version of pop group ABBA, 'Abbatars', seen as small dots on a stage beyond a big audience.",
"width": 900,
"height": 900,
"caption": "The Abbatar version of ABBA. Photo: ABBA by Johan Persson",
"title": "Swedish-music-moments-ABBA-thumbnail.jpg"
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"href": "https://cms.sharingsweden.se/event/music-moment-abba-released-their-comeback-record/",
"dates": [
{
"date": "2025-11-05",
"month": "Nov",
"year": 2025
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"recurrence": [
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"recurring_date": "2025-11-05"
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{
"recurring_date": "2026-11-05"
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{
"id": 5989,
"description": "Father's day ",
"image": {
"src": "/app/uploads/2023/11/emma_sekhon-parenting-9205.jpg",
"alt": "A father with tho energetic children.",
"width": 2480,
"height": 1654,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/parenting///9205#detail\">Emma Sekhon/Scandinav/Imagebank.sweden.se</a>",
"title": "Parenting by Emma Sekhorn"
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"href": "https://cms.sharingsweden.se/event/fathers-day/",
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"date": "2025-11-09",
"month": "Nov",
"year": 2025
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"recurrence": [
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"recurring_date": "2025-11-09"
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"recurring_date": "2026-11-08"
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{
"id": 24645,
"description": "Study in Sweden online fair (Asia)",
"image": {
"src": "/app/uploads/2023/09/Study-presentation-thumbnail.png",
"alt": "Study in Sweden",
"width": 1912,
"height": 1076,
"caption": "",
"title": "Study presentation"
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"href": "https://cms.sharingsweden.se/event/study-in-sweden-online-fair-asia/",
"dates": [
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"date": "2025-11-13",
"month": "Nov",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-05-17"
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"recurring_date": "2025-11-13"
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{
"id": 5101,
"description": "Birthday of Astrid Lindgren",
"image": {
"src": "/app/uploads/2023/10/Astrid-Lindgren-PalNils-Nilsson.jpg",
"alt": "Astrid sitting at a desk looking in to the camera.",
"width": 800,
"height": 700,
"caption": "Photo: Pål-Nils Nilsson, National Library of Sweden",
"title": "Astrid Lindgren PalNils Nilsson"
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"href": "https://cms.sharingsweden.se/event/birthday-of-astrid-lindgren/",
"dates": [
{
"date": "2025-11-14",
"month": "Nov",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-11-14"
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{
"recurring_date": "2026-11-14"
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{
"recurring_date": "2027-11-14"
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"earliestDate": "2025-11-14"
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{
"id": 3491,
"description": "World Day for the Prevention of Child Abuse",
"image": {
"src": "/app/uploads/2023/07/Never-violence-Stina-Wirsen.png",
"alt": "Illustration of a parent holding a child.",
"width": 739,
"height": 532,
"caption": "Illustration: Stina Wirsén",
"title": "Never-violence-Stina-Wirsen"
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"href": "https://cms.sharingsweden.se/event/world-day-for-the-prevention-of-child-abuse/",
"dates": [
{
"date": "2025-11-19",
"month": "Nov",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-11-19"
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{
"recurring_date": "2026-11-19"
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{
"id": 24633,
"description": "World Toilet Day",
"image": {
"src": "/app/uploads/2024/09/washing-hands.jpg",
"alt": "A young girl is washing her hands under a running faucet.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/washing+hands///7602#detail\">Melker Dahlstrand/imagebank.sweden.se</a>",
"title": "Washing hands"
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"href": "https://cms.sharingsweden.se/event/world-toilet-day/",
"dates": [
{
"date": "2025-11-19",
"month": "Nov",
"year": 2025
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{
"recurring_date": "2025-11-19"
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"recurring_date": "2026-11-19"
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{
"id": 28873,
"description": "International Men's Day",
"image": {
"src": "/app/uploads/2024/11/friends.jpg",
"alt": "Two male friends looking at each other.",
"width": 2480,
"height": 1653,
"caption": "Photo: Lieselotte van der Meijs/imagebank.sweden.se",
"title": "Friends"
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"href": "https://cms.sharingsweden.se/event/international-mens-day/",
"dates": [
{
"date": "2025-11-19",
"month": "Nov",
"year": 2025
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"recurring_date": "2025-11-19"
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{
"recurring_date": "2026-11-19"
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{
"id": 33718,
"description": "World Children Day",
"image": {
"src": "/app/uploads/2025/01/primary-school-classroom.jpg",
"alt": "Children in a primary school classroom",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/primary+school+classroom/stockholm//4838#detail\">Ann-Sofi Rosenkvist/imagebank.sweden.se</a>",
"title": "Primary school classroom"
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"href": "https://cms.sharingsweden.se/event/world-children-day/",
"dates": [
{
"date": "2025-11-20",
"month": "Nov",
"year": 2025
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"recurrence": [
{
"recurring_date": "2026-11-20"
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{
"recurring_date": "2027-11-20"
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"id": 12236,
"description": "Anniversary of the Swedish Freedom of the Press Act",
"image": {
"src": "/app/uploads/2023/10/Freedom-of-press-act-National-archive-2.jpg",
"alt": "Old documents on the Freedom of the Press Act.",
"width": 596,
"height": 480,
"caption": "Photo: Emre Olgun/National Archives of Sweden",
"title": "Freedom of press act National archive 2"
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"href": "https://cms.sharingsweden.se/event/anniversary-of-the-swedish-freedom-of-the-press-act/",
"dates": [
{
"date": "2025-12-02",
"month": "Dec",
"year": 2025
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"recurrence": [
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"recurring_date": "2025-12-02"
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{
"recurring_date": "2026-12-02"
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"earliestDate": "2025-12-02"
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{
"id": 2915,
"description": "Nobel Prize Day",
"image": {
"src": "/app/uploads/2023/08/nobelweek_0254-copyright-the-nobel-foundation.-photo-alexander-mahmoud.jpg",
"alt": "The Nobel gold medal",
"width": 2560,
"height": 1707,
"caption": "Copyright: The Nobel Foundation. Photo: Alexander Mahmoud",
"title": "Copyright: The Nobel Foundation. Photo: Alexander Mahmoud"
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"href": "https://cms.sharingsweden.se/event/nobel-prize-day/",
"dates": [
{
"date": "2025-12-10",
"month": "Dec",
"year": 2025
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"recurrence": [
{
"recurring_date": "2024-12-10"
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{
"recurring_date": "2025-12-10"
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{
"recurring_date": "2026-12-10"
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"earliestDate": "2025-12-10"
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{
"id": 5106,
"description": "International Human Rights Day",
"image": {
"src": "/app/uploads/2023/10/plattform-freedom_of_speech-8418.jpg",
"alt": "A television studio where a person is being interviewed.",
"width": 2480,
"height": 1654,
"caption": "The freedom to express oneself in speech and writing is one of the basic human rights. In Sweden, this freedom stems from the world’s first constitutionally protected freedom of the press legislation, the Swedish Freedom of the Press Act of 1766. Photo: <a href=\"https://imagebank.sweden.se/freedom+of+speech///8418#detail\"> Plattform/Scandinav/imagebank.sweden.se</a",
"title": "Freedom of speech by Plattform/Scandinav/imagebank.sweden.se"
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"href": "https://cms.sharingsweden.se/event/international-human-rights-day/",
"dates": [
{
"date": "2025-12-10",
"month": "Dec",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-12-10"
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{
"recurring_date": "2026-12-10"
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"earliestDate": "2025-12-10"
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{
"id": 3253,
"description": "Music moment: Taylor Swift’s birthday",
"image": {
"src": "/app/uploads/2023/09/Taylor-Swift_Photo-Caitlin-Ochs-scaled-e1694534489521.jpg",
"alt": "Pop artist Taylor Swift performing on stage.",
"width": 1760,
"height": 1758,
"caption": "Taylor Swift. Photo: Caitlin Ochs",
"title": "Taylor-Swift_Photo-Caitlin-Ochs.jpg"
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"href": "https://cms.sharingsweden.se/event/music-moment-taylor-swifts-birthday/",
"dates": [
{
"date": "2025-12-13",
"month": "Dec",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-12-13"
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{
"recurring_date": "2026-12-13"
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"earliestDate": "2025-12-13"
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{
"id": 3916,
"description": "Swedish Lucia",
"image": {
"src": "/app/uploads/2023/09/cecilia_larsson_lantz-lucia_day-2331.jpg",
"alt": "Lucia with her crown of candles and her handmaidens, all dressed in white.",
"width": 2480,
"height": 1655,
"caption": "Photo: Cecilia Larsson Lantz/Imagebank.sweden.se",
"title": "Lucia by Cecilia Larsson Lantz/Imagebank.sweden.se"
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"href": "https://cms.sharingsweden.se/event/swedish-lucia/",
"dates": [
{
"date": "2025-12-13",
"month": "Dec",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-12-13"
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{
"recurring_date": "2026-12-13"
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"earliestDate": "2025-12-13"
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{
"id": 8179,
"description": "Queen Silvia's birthday",
"image": {
"src": "/app/uploads/2023/12/220329-HMD-LindaBrostrom_KunglHovstaterna_sRGB1_webb.jpg",
"alt": "Queen Silvia in a blue dress and tiara.",
"width": 1000,
"height": 667,
"caption": "HM The Queen. Photo: Linda Broström/Kungl. Hovstaterna",
"title": "2022-03-29, Kungliga slottet; H.M. Drottningen"
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"href": "https://cms.sharingsweden.se/event/queen-silvias-birthday/",
"dates": [
{
"date": "2025-12-23",
"month": "Dec",
"year": 2025
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"recurrence": [
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"recurring_date": "2025-12-23"
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{
"recurring_date": "2026-12-23"
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"earliestDate": "2025-12-23"
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{
"id": 3497,
"description": "Christmas Eve",
"image": {
"src": "/app/uploads/2023/09/otw-christmas_traditions-7322.jpg",
"alt": "A family decorating a Christmas tree outdoors in winter.",
"width": 1200,
"height": 900,
"caption": "A family dressing a outdoor Christmas tree and having a Swedish Christmas fika with sweet saffron bun. Photo: OTW/imagebank.sweden.se",
"title": "Christmas traditions"
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"href": "https://cms.sharingsweden.se/event/christmas-eve/",
"dates": [
{
"date": "2025-12-24",
"month": "Dec",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-12-24"
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{
"recurring_date": "2026-12-24"
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"earliestDate": "2025-12-24"
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{
"id": 3142,
"description": "Music moment: ‘The Final Countdown’ by Europe – to celebrate the end of the year",
"image": {
"src": "/app/uploads/2023/09/Joey-Tempest_Photo-Roger-Turesson-1-scaled-e1694166997898.jpg",
"alt": "Europe singer Joey Tempest performing.",
"width": 1977,
"height": 1977,
"caption": "Europe's lead singer Joey Tempest. Photo: Roger Turesson",
"title": "Joey-Tempest_Photo-Roger-Turesson-1.jpg"
},
"href": "https://cms.sharingsweden.se/event/music-moment-the-final-countdown-by-europe-to-celebrate-the-end-of-the-year/",
"dates": [
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"date": "2025-12-31",
"month": "Dec",
"year": 2025
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"recurrence": [
{
"recurring_date": "2025-12-31"
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{
"recurring_date": "2026-12-31"
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"earliestDate": "2025-12-31"
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{
"id": 34116,
"description": "International Day of Clean Energy",
"image": {
"src": "/app/uploads/2025/01/renewable-energy.jpg",
"alt": "Solar panels on a field.",
"width": 2480,
"height": 1653,
"caption": "Photo: Hans Berggren/Scandinav/imagebank.sweden.se",
"title": "Renewable energy"
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"href": "https://cms.sharingsweden.se/event/international-day-of-clean-energy/",
"dates": [
{
"date": "2026-01-26",
"month": "Jan",
"year": 2026
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],
"recurrence": [
{
"recurring_date": "2027-01-26"
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{
"recurring_date": "2028-01-26"
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"earliestDate": "2026-01-26"
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{
"id": 8669,
"description": "International Holocaust Remembrance Day",
"image": {
"src": "/app/uploads/2024/01/Lykta-foto_av_thomas_karlsson-1.jpg",
"alt": "A red lantern next to a white rose.",
"width": 1500,
"height": 870,
"caption": "Photo: Thomas Karlsson. <a href=\"https://www.mynewsdesk.com/se/forum_for_levande_historia/images/tag/foerintelsens-minnesdag\">The Living History Forum media archive</a>",
"title": "Förintelsens minnesdag"
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"href": "https://cms.sharingsweden.se/event/international-holocaust-remembrance-day/",
"dates": [
{
"date": "2026-01-27",
"month": "Jan",
"year": 2026
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],
"recurrence": [
{
"recurring_date": "2026-01-27"
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{
"recurring_date": "2027-01-27"
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"earliestDate": "2026-01-27"
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{
"id": 3137,
"description": "Music moment 1986: ‘The Final Countdown’ by Europe was released",
"image": {
"src": "/app/uploads/2023/09/Joey-Tempest_Photo-Roger-Turesson-1-scaled-e1694166997898.jpg",
"alt": "Europe singer Joey Tempest performing.",
"width": 1977,
"height": 1977,
"caption": "Europe's lead singer Joey Tempest. Photo: Roger Turesson",
"title": "Joey-Tempest_Photo-Roger-Turesson-1.jpg"
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"href": "https://cms.sharingsweden.se/event/music-moment-the-final-countdown-by-europe-was-released/",
"dates": [
{
"date": "2026-02-01",
"month": "Feb",
"year": 2026
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"recurrence": [
{
"recurring_date": "2026-02-01"
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{
"recurring_date": "2027-02-01"
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],
"earliestDate": "2026-02-01"
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{
"id": 8663,
"description": "National Day of the Sami people",
"image": {
"src": "/app/uploads/2023/12/mikael_svensson-sami_flag-8406.jpg",
"alt": "The Sami flag - blue, yellow, green and red with a circle in the middle.",
"width": 1200,
"height": 801,
"caption": "The colours of the Sami flag from 1986 (blue, red, yellow and green) are those most commonly found on traditional Sami garbs. The circle derives from the sun, in red, a symbol appearing on many shaman drums. The blue half of the circle represents the moon. Photo: <a href=\"https://imagebank.sweden.se/sami+flag///8406#detail\">Mikael Svensson/Scandinav/imagebank.sweden.se</a>",
"title": "mikael_svensson-sami_flag-8406"
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"href": "https://cms.sharingsweden.se/event/sami-national-day/",
"dates": [
{
"date": "2026-02-06",
"month": "Feb",
"year": 2026
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],
"recurrence": [
{
"recurring_date": "2026-02-06"
},
{
"recurring_date": "2027-02-06"
}
],
"earliestDate": "2026-02-06"
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{
"id": 6959,
"description": "International Winter Bike to Work Day",
"image": {
"src": "/app/uploads/2024/11/bike-in-winter.jpg",
"alt": "Cycling in the snow on a snow-covered street next to a rainbow bench.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/bike+in+winter/northern+sweden/%25C3%25B6stersund%252C+j%25C3%25A4mtland/10959#detail\">Håkan Wike/imagebank.sweden.se</a>",
"title": "Bike in winter"
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"href": "https://cms.sharingsweden.se/event/international-winter-bike-to-work-day/",
"dates": [
{
"date": "2026-02-14",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-14"
}
],
"earliestDate": "2026-02-14"
},
{
"id": 11868,
"description": "Valentine's day",
"image": {
"src": "/app/uploads/2025/02/winter-break.jpg",
"alt": "A child is playing in the snow and is throwing snow shaped like a heart in the air.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/winter+break/northern+sweden/dalarna/10984#detail\">Hilla Aspman/imagebank.sweden.se</a>",
"title": "Winter break"
},
"href": "https://cms.sharingsweden.se/event/valentines-day/",
"dates": [
{
"date": "2026-02-14",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-14"
},
{
"recurring_date": "2027-02-14"
}
],
"earliestDate": "2026-02-14"
},
{
"id": 7790,
"description": "Fat Tuesday",
"image": {
"src": "/app/uploads/2023/12/magnus_carlsson-freshly_baked_semla-6443.jpg",
"alt": "A freshly baked semla with powdered sugar.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/freshly+baked+semla///6443#detail\">Magnus Carlsson/imagebank.sweden.se</a>",
"title": "magnus_carlsson-freshly_baked_semla-6443"
},
"href": "https://cms.sharingsweden.se/event/fat-tuesday/",
"dates": [
{
"date": "2026-02-17",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-17"
},
{
"recurring_date": "2027-02-09"
}
],
"earliestDate": "2026-02-17"
},
{
"id": 11997,
"description": "International Mother Language Day",
"image": {
"src": "/app/uploads/2024/02/ann-sofi_rosenkvist-primary_school_classroom-4840.jpg",
"alt": "A child getting help from a teacher.",
"width": 1500,
"height": 1000,
"caption": "During the 2022–2023 school year, 178,000 schoolchildren in Sweden took part in mother tongue tuition, according to statistics from the Swedish National Agency for Education. Photo: <a href=\"https://imagebank.sweden.se/primary+school+classroom/stockholm//4840#detail\">Ann-Sofi Rosenkvist/imagebank.sweden.se</a>",
"title": "ann-sofi_rosenkvist-primary_school_classroom-4840"
},
"href": "https://cms.sharingsweden.se/event/international-mother-language-day/",
"dates": [
{
"date": "2026-02-21",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-21"
},
{
"recurring_date": "2027-02-21"
}
],
"earliestDate": "2026-02-21"
},
{
"id": 9100,
"description": "Sweden Finns' Day",
"image": {
"src": "/app/uploads/2024/01/asaf_kliger-torne_river-5679.jpg",
"alt": "Torne river in winter, partly covered by ice.",
"width": 2480,
"height": 974,
"caption": "Torne river marks the border between Sweden and Finland. Photo: <a href=\"https://imagebank.sweden.se/torne+river/northern+sweden/torne+river/5679#detail\">Asaf Kliger/imagebank.sweden.se</a>",
"title": "asaf_kliger-torne_river-5679"
},
"href": "https://cms.sharingsweden.se/event/sweden-finns-day/",
"dates": [
{
"date": "2026-02-24",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-24"
},
{
"recurring_date": "2027-02-24"
}
],
"earliestDate": "2026-02-24"
},
{
"id": 34274,
"description": "World Wildlife Day",
"image": {
"src": "/app/uploads/2025/02/fox.jpg",
"alt": "A fox in the wild behind bushes.",
"width": 2480,
"height": 1395,
"caption": "Photo: Johan Gustafsson/imagebank.sweden.se",
"title": "Fox"
},
"href": "https://cms.sharingsweden.se/event/world-wildlife-day/",
"dates": [
{
"date": "2026-03-03",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-03"
},
{
"recurring_date": "2027-03-03"
}
],
"earliestDate": "2026-03-03"
},
{
"id": 7617,
"description": "International Women's Day",
"image": {
"src": "/app/uploads/2025/03/robotics.jpg",
"alt": "A woman working on a robot.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/robotics//v%25C3%25A4ster%25C3%25A5s/8417#detail\">Plattform/Scandinav/imagebank.sweden.se</a>",
"title": "Robotics"
},
"href": "https://cms.sharingsweden.se/event/international-womens-day/",
"dates": [
{
"date": "2026-03-08",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-08"
},
{
"recurring_date": "2027-03-08"
}
],
"earliestDate": "2026-03-08"
},
{
"id": 34996,
"description": "International Day of Happiness",
"image": {
"src": "/app/uploads/2025/02/young-in-sweden.jpg",
"alt": "Portrait of a young, happy girl in a skate park.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/young+in+sweden/g%25C3%25B6teborg/gothenburg/10474#detail\">Plattform/Johnér/imagebank.sweden.se</a>",
"title": "Young in Sweden"
},
"href": "https://cms.sharingsweden.se/event/international-day-of-happiness/",
"dates": [
{
"date": "2026-03-20",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-20"
},
{
"recurring_date": "2027-03-20"
}
],
"earliestDate": "2026-03-20"
},
{
"id": 7564,
"description": "World Down Syndrome Day",
"image": {
"src": "/app/uploads/2023/12/scandinav-music_in_sweden-8557.jpg",
"alt": "A young girl with Downs syndrome listening to music.",
"width": 2480,
"height": 1653,
"caption": "A young girl listening to music. Photo: <a href=\"https://imagebank.sweden.se/music+in+sweden///8557#detail\">Scandinav/imagebank.sweden.se</a>",
"title": "scandinav-music_in_sweden-8557"
},
"href": "https://cms.sharingsweden.se/event/world-down-syndrome-day/",
"dates": [
{
"date": "2026-03-21",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-21"
},
{
"recurring_date": "2027-03-21"
}
],
"earliestDate": "2026-03-21"
},
{
"id": 33711,
"description": "World Glacier Day",
"image": {
"src": "/app/uploads/2025/01/sarek-national-park.jpg",
"alt": "A person on the top of a snow-covered mountain.",
"width": 2480,
"height": 1651,
"caption": "Sarek, in northern Sweden, is known for its mountain ranges, glaciers and wild rapids. Photo: <a href=\"https://imagebank.sweden.se/sarek+national+park/northern+sweden/sarek+national+park/5968#detail\">Fredrik Schlyter/imagebank.sweden.se</a>",
"title": "Sarek national park"
},
"href": "https://cms.sharingsweden.se/event/world-glacier-day/",
"dates": [
{
"date": "2026-03-21",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-21"
}
],
"earliestDate": "2026-03-21"
},
{
"id": 3295,
"description": "Music moment 1990: The movie ‘Pretty Woman’ with theme song by Roxette premiered in the US",
"image": {
"src": "/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
"alt": "Per Gessle and Marie Fredriksson of Swedish band Roxette.",
"width": 893,
"height": 900,
"caption": "Roxette. Photo: Mattias Edwall",
"title": "Swedish-music-moments-Roxette-thumbnail.jpg"
},
"href": "https://cms.sharingsweden.se/event/music-moment-1990-the-movie-pretty-woman-with-theme-song-by-roxette-premiered-in-the-us/",
"dates": [
{
"date": "2026-03-23",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-03-23"
},
{
"recurring_date": "2026-03-23"
}
],
"earliestDate": "2026-03-23"
},
{
"id": 7078,
"description": "Nordic day",
"image": {
"src": "/app/uploads/2023/11/Nordic-Day-Map_calendar.png",
"alt": "A map of the Nordic countries",
"width": 1080,
"height": 966,
"caption": "",
"title": "Nordic-Day-Map_calendar"
},
"href": "https://cms.sharingsweden.se/event/nordic-day/",
"dates": [
{
"date": "2026-03-23",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-03-23"
},
{
"recurring_date": "2026-03-23"
},
{
"recurring_date": "2027-03-23"
}
],
"earliestDate": "2026-03-23"
},
{
"id": 6985,
"description": "Waffle day",
"image": {
"src": "/app/uploads/2023/11/tina_stafren-waffle-2092.jpg",
"alt": "A waffle with jam and whipped cream",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/waffle///2092#detail\">Tina Stafrén/imagebank.sweden.se</a>",
"title": "tina_stafrén-waffle-2092"
},
"href": "https://cms.sharingsweden.se/event/waffle-day/",
"dates": [
{
"date": "2026-03-25",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-03-25"
},
{
"recurring_date": "2026-03-25"
},
{
"recurring_date": "2027-03-25"
}
],
"earliestDate": "2026-03-25"
},
{
"id": 33649,
"description": "Zero Waste Day",
"image": {
"src": "/app/uploads/2024/02/city_of_stockholm-vacuum_recycling-6408.jpg",
"alt": "Children recycling",
"width": 800,
"height": 448,
"caption": "A Stockholm neighbourhood with easy recycling through automated vacuum collection stations. Photo: <a href=\"https://imagebank.sweden.se/vacuum+recycling/stockholm/stockholm/6408#detail\">City of Stockholm/imagebank.sweden.se</a>",
"title": "city_of_stockholm-vacuum_recycling-6408"
},
"href": "https://cms.sharingsweden.se/event/zero-waste-day/",
"dates": [
{
"date": "2026-03-30",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-30"
},
{
"recurring_date": "2027-03-30"
}
],
"earliestDate": "2026-03-30"
},
{
"id": 33770,
"description": "International Children's Book Day",
"image": {
"src": "/app/uploads/2023/11/the_joy_of_reading-9753.jpg",
"alt": "Children reading books together on a sofa.",
"width": 1500,
"height": 1000,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/the+joy+of+reading///9753#detail\">Folio/imagebank.sweden.se</a>",
"title": "The joy of reading books"
},
"href": "https://cms.sharingsweden.se/event/international-childrens-book-day/",
"dates": [
{
"date": "2026-04-02",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-04-02"
}
],
"earliestDate": "2026-04-02"
},
{
"id": 7149,
"description": "Easter",
"image": {
"src": "/app/uploads/2023/11/jenny_drakenlind-easter_craft-8202.jpg",
"alt": "Two children painting eggs.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/easter+craft///8202#detail\">Jenny Drakenlind/Johnér/imagebank.sweden.se</a>",
"title": "jenny_drakenlind-easter_craft-8202"
},
"href": "https://cms.sharingsweden.se/event/easter/",
"dates": [
{
"date": "2026-04-05",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-04-05"
}
],
"earliestDate": "2026-04-05"
},
{
"id": 3238,
"description": "Music moment 1974: ‘Hooked on a Feeling’ by Blue Swede hit number one in the US Billboard charts",
"image": {
"src": "/app/uploads/2023/09/Blue-Swede-scaled-e1694166605133.jpg",
"alt": "The band Blue Sweden portrayed outdoors, in a wintry landscape, all wearing fur coats.",
"width": 2176,
"height": 2176,
"caption": "Björn Skifs and the Blue Swede band. Photo: Parlophone Music Sweden",
"title": "Blue-Swede.jpg"
},
"href": "https://cms.sharingsweden.se/event/music-moment-hooked-on-a-feeling-by-blue-swede-hit-number-one-in-the-us-billboard-charts/",
"dates": [
{
"date": "2026-04-06",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-04-06"
},
{
"recurring_date": "2026-04-06"
}
],
"earliestDate": "2026-04-06"
},
{
"id": 24386,
"description": "International Day of Sport for Development and Peace",
"image": {
"src": "/app/uploads/2024/09/youth-sports.jpg",
"alt": "Children in a gymnastics hall doing all kinds of activities.",
"width": 2480,
"height": 1650,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/youth+sports///9452#detail\">Alexander Mahmoud/imagebank.sweden.se</a>",
"title": "Youth sports"
},
"href": "https://cms.sharingsweden.se/event/international-day-of-sport-for-development-and-peace/",
"dates": [
{
"date": "2026-04-06",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-04-06"
},
{
"recurring_date": "2027-04-06"
}
],
"earliestDate": "2026-04-06"
},
{
"id": 7003,
"description": "International Roma Day",
"image": {
"src": "/app/uploads/2023/11/sofia_sabel-the_roma_flag-8758.jpg",
"alt": "Young women holding the blue, green and red Roma flag.",
"width": 2480,
"height": 1654,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/the+roma+flag///8758#detail\">Sofia Sabel/imagebank.sweden.se</a>",
"title": "sofia_sabel-the_roma_flag-8758"
},
"href": "https://cms.sharingsweden.se/event/international-roma-day/",
"dates": [
{
"date": "2026-04-08",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-04-08"
},
{
"recurring_date": "2026-04-08"
},
{
"recurring_date": "2027-04-08"
}
],
"earliestDate": "2026-04-08"
},
{
"id": 13217,
"description": "Earth day",
"image": {
"src": "/app/uploads/2024/04/sofia_sabel-cargo_bike-8459.jpg",
"alt": "A mother and two children with a cargo bike.",
"width": 1500,
"height": 1000,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/cargo+bike/g%25C3%25B6teborg/gothenburg/8459#detail\"> Sofia Sabel/imagebank.sweden.se</a>",
"title": "sofia_sabel-cargo_bike-8459"
},
"href": "https://cms.sharingsweden.se/event/earth-day/",
"dates": [
{
"date": "2026-04-22",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-04-22"
},
{
"recurring_date": "2026-04-22"
},
{
"recurring_date": "2027-04-22"
}
],
"earliestDate": "2026-04-22"
},
{
"id": 6998,
"description": "World Book and Copyright Day",
"image": {
"src": "/app/uploads/2025/01/crime-fiction.jpg",
"alt": "A man lies in a sofa, holding a book.",
"width": 2480,
"height": 1653,
"caption": "Photo: Melker Dahlstrand/imagebank.sweden.se",
"title": "Crime fiction"
},
"href": "https://cms.sharingsweden.se/event/world-book-day/",
"dates": [
{
"date": "2026-04-23",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-04-23"
},
{
"recurring_date": "2026-04-23"
}
],
"earliestDate": "2026-04-23"
},
{
"id": 13868,
"description": "King Carl XVI Gustaf's birthday",
"image": {
"src": "/app/uploads/2024/04/the-King_220329-HMK-LindaBrostrom_KunglHovstaterna_sRGB1.jpg",
"alt": "HM the King in a suit, wearing his medals.",
"width": 1500,
"height": 1000,
"caption": "HM The King.\nPhoto: Linda Broström/Kungl. Hovstaterna",
"title": "2022-03-29, Kungliga slottet, H.M. Konungen"
},
"href": "https://cms.sharingsweden.se/event/king-carl-xvi-gustafs-birthday/",
"dates": [
{
"date": "2026-04-30",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-04-30"
},
{
"recurring_date": "2026-04-30"
},
{
"recurring_date": "2027-04-30"
}
],
"earliestDate": "2026-04-30"
},
{
"id": 8665,
"description": "World Press Freedom Day",
"image": {
"src": "/app/uploads/2024/04/freedom-of-information.jpg",
"alt": "Two people with headsets in a radio studio.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/freedom+of+information///8411#detail\">Plattform/Scandinav/imagebank.sweden.se</a>",
"title": "Freedom of information"
},
"href": "https://cms.sharingsweden.se/event/world-press-freedom-day/",
"dates": [
{
"date": "2026-05-03",
"month": "May",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-05-03"
},
{
"recurring_date": "2026-05-03"
}
],
"earliestDate": "2026-05-03"
},
{
"id": 15725,
"description": "Europe Day",
"image": {
"src": "/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.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/sweden+and+the+eu///8129#detail\">Lieselotte van der Meijs/imagebank.sweden.se</a>",
"title": "Sweden and the EU"
},
"href": "https://cms.sharingsweden.se/event/europe-day/",
"dates": [
{
"date": "2026-05-09",
"month": "May",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-05-09"
},
{
"recurring_date": "2026-05-09"
}
],
"earliestDate": "2026-05-09"
},
{
"id": 3483,
"description": "International Day Against Homophobia, Biphobia and Transphobia (IDAHOBIT)",
"image": {
"src": "/app/uploads/2024/04/equal-rights.jpg",
"alt": "Two persons holding hands.",
"width": 2480,
"height": 1654,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/equal+rights///3057#detail\">Carolina Romare/imagebank.sweden.se</a>",
"title": "Equal rights"
},
"href": "https://cms.sharingsweden.se/event/idahot/",
"dates": [
{
"date": "2026-05-17",
"month": "May",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-05-17"
},
{
"recurring_date": "2026-05-17"
}
],
"earliestDate": "2026-05-17"
},
{
"id": 35065,
"description": "International Day for Biological Diversity",
"image": {
"src": "/app/uploads/2025/02/meadow-in-full-bloom.jpg",
"alt": "A variety of wild flowers in a field.",
"width": 2480,
"height": 1650,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/meadow+in+full+bloom///595#detail\">Erik Leonsson/imagebank.sweden.se</a>",
"title": "Meadow in full bloom"
},
"href": "https://cms.sharingsweden.se/event/international-day-for-biological-diversity/",
"dates": [
{
"date": "2026-05-22",
"month": "May",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-05-22"
},
{
"recurring_date": "2027-05-22"
}
],
"earliestDate": "2026-05-22"
},
{
"id": 15022,
"description": "European Day of Parks",
"image": {
"src": "/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.",
"width": 2480,
"height": 1653,
"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>",
"title": "Abisko national park"
},
"href": "https://cms.sharingsweden.se/event/european-day-of-parks/",
"dates": [
{
"date": "2026-05-24",
"month": "May",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-05-24"
},
{
"recurring_date": "2026-05-24"
}
],
"earliestDate": "2026-05-24"
},
{
"id": 17011,
"description": "Mother's day",
"image": {
"src": "/app/uploads/2024/05/social-kids.jpg",
"alt": "A group of adults and toddlers with different backgrounds having a picknick.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/social+kids///9752#detail\">Folio/imagebank.sweden.se</a>",
"title": "Social kids"
},
"href": "https://cms.sharingsweden.se/event/mothers-day/",
"dates": [
{
"date": "2026-05-31",
"month": "May",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-05-25"
},
{
"recurring_date": "2026-05-31"
},
{
"recurring_date": "2027-05-30"
}
],
"earliestDate": "2026-05-31"
},
{
"id": 7013,
"description": "Start of Pride Month",
"image": {
"src": "/app/uploads/2023/09/magnus_liam_karlsson-stockholm_pride-5454.jpg",
"alt": "A woman with a rainbow umbrella at a Pride Parade.",
"width": 2480,
"height": 1655,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/stockholm+pride//stockholm/5454#detail\">Magnus Liam Karlsson/imagebank.sweden.se</a>",
"title": "stockholm pride"
},
"href": "https://cms.sharingsweden.se/event/pride-month/",
"dates": [
{
"date": "2026-06-01",
"month": "Jun",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-06-01"
},
{
"recurring_date": "2026-06-01"
}
],
"earliestDate": "2026-06-01"
},
{
"id": 19916,
"description": "World Bicycle Day",
"image": {
"src": "/app/uploads/2024/07/getting-from-school.jpg",
"alt": "Two siblings in a Swedish suburb getting home from school by bike.",
"width": 2480,
"height": 1655,
"caption": "Photo: Simon Paulin/imagebank.sweden.se",
"title": "Getting from school"
},
"href": "https://cms.sharingsweden.se/event/world-bicycle-day/",
"dates": [
{
"date": "2026-06-03",
"month": "Jun",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-06-03"
},
{
"recurring_date": "2027-06-03"
}
],
"earliestDate": "2026-06-03"
},
{
"id": 8667,
"description": "World Environment Day",
"image": {
"src": "/app/uploads/2023/12/ulf_lundin-playing_in_the_woods-4828.jpg",
"alt": "Children playing in the forest.",
"width": 1200,
"height": 802,
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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\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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"title": "Webinars: Introduction to the Sweden brand strategy",
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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": "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",
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"caption": "Swedish institute at Europride parade. Photo: Sofia Sabel/imagebank.sweden.se",
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"title": "Indigenous Sami"
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"date": "2025-08-09",
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"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>",
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"alt": "A black and white passport photo of Raoul Wallenberg",
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"caption": "Passport photograph of Raoul Wallenberg, June 1944.",
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"alt": "The Nobel gold medal",
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"caption": "Copyright: The Nobel Foundation. Photo: Alexander Mahmoud",
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"description": "Swedish Lucia",
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}
],
"recurrence": [
{
"recurring_date": "2025-12-23"
},
{
"recurring_date": "2026-12-23"
}
],
"earliestDate": "2025-12-23"
},
{
"id": 3497,
"description": "Christmas Eve",
"image": {
"src": "/app/uploads/2023/09/otw-christmas_traditions-7322.jpg",
"alt": "A family decorating a Christmas tree outdoors in winter.",
"width": 1200,
"height": 900,
"caption": "A family dressing a outdoor Christmas tree and having a Swedish Christmas fika with sweet saffron bun. Photo: OTW/imagebank.sweden.se",
"title": "Christmas traditions"
},
"href": "https://cms.sharingsweden.se/event/christmas-eve/",
"dates": [
{
"date": "2025-12-24",
"month": "Dec",
"year": 2025
}
],
"recurrence": [
{
"recurring_date": "2025-12-24"
},
{
"recurring_date": "2026-12-24"
}
],
"earliestDate": "2025-12-24"
},
{
"id": 3142,
"description": "Music moment: ‘The Final Countdown’ by Europe – to celebrate the end of the year",
"image": {
"src": "/app/uploads/2023/09/Joey-Tempest_Photo-Roger-Turesson-1-scaled-e1694166997898.jpg",
"alt": "Europe singer Joey Tempest performing.",
"width": 1977,
"height": 1977,
"caption": "Europe's lead singer Joey Tempest. Photo: Roger Turesson",
"title": "Joey-Tempest_Photo-Roger-Turesson-1.jpg"
},
"href": "https://cms.sharingsweden.se/event/music-moment-the-final-countdown-by-europe-to-celebrate-the-end-of-the-year/",
"dates": [
{
"date": "2025-12-31",
"month": "Dec",
"year": 2025
}
],
"recurrence": [
{
"recurring_date": "2025-12-31"
},
{
"recurring_date": "2026-12-31"
}
],
"earliestDate": "2025-12-31"
},
{
"id": 34116,
"description": "International Day of Clean Energy",
"image": {
"src": "/app/uploads/2025/01/renewable-energy.jpg",
"alt": "Solar panels on a field.",
"width": 2480,
"height": 1653,
"caption": "Photo: Hans Berggren/Scandinav/imagebank.sweden.se",
"title": "Renewable energy"
},
"href": "https://cms.sharingsweden.se/event/international-day-of-clean-energy/",
"dates": [
{
"date": "2026-01-26",
"month": "Jan",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2027-01-26"
},
{
"recurring_date": "2028-01-26"
}
],
"earliestDate": "2026-01-26"
},
{
"id": 8669,
"description": "International Holocaust Remembrance Day",
"image": {
"src": "/app/uploads/2024/01/Lykta-foto_av_thomas_karlsson-1.jpg",
"alt": "A red lantern next to a white rose.",
"width": 1500,
"height": 870,
"caption": "Photo: Thomas Karlsson. <a href=\"https://www.mynewsdesk.com/se/forum_for_levande_historia/images/tag/foerintelsens-minnesdag\">The Living History Forum media archive</a>",
"title": "Förintelsens minnesdag"
},
"href": "https://cms.sharingsweden.se/event/international-holocaust-remembrance-day/",
"dates": [
{
"date": "2026-01-27",
"month": "Jan",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-01-27"
},
{
"recurring_date": "2027-01-27"
}
],
"earliestDate": "2026-01-27"
},
{
"id": 3137,
"description": "Music moment 1986: ‘The Final Countdown’ by Europe was released",
"image": {
"src": "/app/uploads/2023/09/Joey-Tempest_Photo-Roger-Turesson-1-scaled-e1694166997898.jpg",
"alt": "Europe singer Joey Tempest performing.",
"width": 1977,
"height": 1977,
"caption": "Europe's lead singer Joey Tempest. Photo: Roger Turesson",
"title": "Joey-Tempest_Photo-Roger-Turesson-1.jpg"
},
"href": "https://cms.sharingsweden.se/event/music-moment-the-final-countdown-by-europe-was-released/",
"dates": [
{
"date": "2026-02-01",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-01"
},
{
"recurring_date": "2027-02-01"
}
],
"earliestDate": "2026-02-01"
},
{
"id": 8663,
"description": "National Day of the Sami people",
"image": {
"src": "/app/uploads/2023/12/mikael_svensson-sami_flag-8406.jpg",
"alt": "The Sami flag - blue, yellow, green and red with a circle in the middle.",
"width": 1200,
"height": 801,
"caption": "The colours of the Sami flag from 1986 (blue, red, yellow and green) are those most commonly found on traditional Sami garbs. The circle derives from the sun, in red, a symbol appearing on many shaman drums. The blue half of the circle represents the moon. Photo: <a href=\"https://imagebank.sweden.se/sami+flag///8406#detail\">Mikael Svensson/Scandinav/imagebank.sweden.se</a>",
"title": "mikael_svensson-sami_flag-8406"
},
"href": "https://cms.sharingsweden.se/event/sami-national-day/",
"dates": [
{
"date": "2026-02-06",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-06"
},
{
"recurring_date": "2027-02-06"
}
],
"earliestDate": "2026-02-06"
},
{
"id": 6959,
"description": "International Winter Bike to Work Day",
"image": {
"src": "/app/uploads/2024/11/bike-in-winter.jpg",
"alt": "Cycling in the snow on a snow-covered street next to a rainbow bench.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/bike+in+winter/northern+sweden/%25C3%25B6stersund%252C+j%25C3%25A4mtland/10959#detail\">Håkan Wike/imagebank.sweden.se</a>",
"title": "Bike in winter"
},
"href": "https://cms.sharingsweden.se/event/international-winter-bike-to-work-day/",
"dates": [
{
"date": "2026-02-14",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-14"
}
],
"earliestDate": "2026-02-14"
},
{
"id": 11868,
"description": "Valentine's day",
"image": {
"src": "/app/uploads/2025/02/winter-break.jpg",
"alt": "A child is playing in the snow and is throwing snow shaped like a heart in the air.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/winter+break/northern+sweden/dalarna/10984#detail\">Hilla Aspman/imagebank.sweden.se</a>",
"title": "Winter break"
},
"href": "https://cms.sharingsweden.se/event/valentines-day/",
"dates": [
{
"date": "2026-02-14",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-14"
},
{
"recurring_date": "2027-02-14"
}
],
"earliestDate": "2026-02-14"
},
{
"id": 7790,
"description": "Fat Tuesday",
"image": {
"src": "/app/uploads/2023/12/magnus_carlsson-freshly_baked_semla-6443.jpg",
"alt": "A freshly baked semla with powdered sugar.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/freshly+baked+semla///6443#detail\">Magnus Carlsson/imagebank.sweden.se</a>",
"title": "magnus_carlsson-freshly_baked_semla-6443"
},
"href": "https://cms.sharingsweden.se/event/fat-tuesday/",
"dates": [
{
"date": "2026-02-17",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-17"
},
{
"recurring_date": "2027-02-09"
}
],
"earliestDate": "2026-02-17"
},
{
"id": 11997,
"description": "International Mother Language Day",
"image": {
"src": "/app/uploads/2024/02/ann-sofi_rosenkvist-primary_school_classroom-4840.jpg",
"alt": "A child getting help from a teacher.",
"width": 1500,
"height": 1000,
"caption": "During the 2022–2023 school year, 178,000 schoolchildren in Sweden took part in mother tongue tuition, according to statistics from the Swedish National Agency for Education. Photo: <a href=\"https://imagebank.sweden.se/primary+school+classroom/stockholm//4840#detail\">Ann-Sofi Rosenkvist/imagebank.sweden.se</a>",
"title": "ann-sofi_rosenkvist-primary_school_classroom-4840"
},
"href": "https://cms.sharingsweden.se/event/international-mother-language-day/",
"dates": [
{
"date": "2026-02-21",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-21"
},
{
"recurring_date": "2027-02-21"
}
],
"earliestDate": "2026-02-21"
},
{
"id": 9100,
"description": "Sweden Finns' Day",
"image": {
"src": "/app/uploads/2024/01/asaf_kliger-torne_river-5679.jpg",
"alt": "Torne river in winter, partly covered by ice.",
"width": 2480,
"height": 974,
"caption": "Torne river marks the border between Sweden and Finland. Photo: <a href=\"https://imagebank.sweden.se/torne+river/northern+sweden/torne+river/5679#detail\">Asaf Kliger/imagebank.sweden.se</a>",
"title": "asaf_kliger-torne_river-5679"
},
"href": "https://cms.sharingsweden.se/event/sweden-finns-day/",
"dates": [
{
"date": "2026-02-24",
"month": "Feb",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-02-24"
},
{
"recurring_date": "2027-02-24"
}
],
"earliestDate": "2026-02-24"
},
{
"id": 34274,
"description": "World Wildlife Day",
"image": {
"src": "/app/uploads/2025/02/fox.jpg",
"alt": "A fox in the wild behind bushes.",
"width": 2480,
"height": 1395,
"caption": "Photo: Johan Gustafsson/imagebank.sweden.se",
"title": "Fox"
},
"href": "https://cms.sharingsweden.se/event/world-wildlife-day/",
"dates": [
{
"date": "2026-03-03",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-03"
},
{
"recurring_date": "2027-03-03"
}
],
"earliestDate": "2026-03-03"
},
{
"id": 7617,
"description": "International Women's Day",
"image": {
"src": "/app/uploads/2025/03/robotics.jpg",
"alt": "A woman working on a robot.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/robotics//v%25C3%25A4ster%25C3%25A5s/8417#detail\">Plattform/Scandinav/imagebank.sweden.se</a>",
"title": "Robotics"
},
"href": "https://cms.sharingsweden.se/event/international-womens-day/",
"dates": [
{
"date": "2026-03-08",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-08"
},
{
"recurring_date": "2027-03-08"
}
],
"earliestDate": "2026-03-08"
},
{
"id": 34996,
"description": "International Day of Happiness",
"image": {
"src": "/app/uploads/2025/02/young-in-sweden.jpg",
"alt": "Portrait of a young, happy girl in a skate park.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/young+in+sweden/g%25C3%25B6teborg/gothenburg/10474#detail\">Plattform/Johnér/imagebank.sweden.se</a>",
"title": "Young in Sweden"
},
"href": "https://cms.sharingsweden.se/event/international-day-of-happiness/",
"dates": [
{
"date": "2026-03-20",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-20"
},
{
"recurring_date": "2027-03-20"
}
],
"earliestDate": "2026-03-20"
},
{
"id": 7564,
"description": "World Down Syndrome Day",
"image": {
"src": "/app/uploads/2023/12/scandinav-music_in_sweden-8557.jpg",
"alt": "A young girl with Downs syndrome listening to music.",
"width": 2480,
"height": 1653,
"caption": "A young girl listening to music. Photo: <a href=\"https://imagebank.sweden.se/music+in+sweden///8557#detail\">Scandinav/imagebank.sweden.se</a>",
"title": "scandinav-music_in_sweden-8557"
},
"href": "https://cms.sharingsweden.se/event/world-down-syndrome-day/",
"dates": [
{
"date": "2026-03-21",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-21"
},
{
"recurring_date": "2027-03-21"
}
],
"earliestDate": "2026-03-21"
},
{
"id": 33711,
"description": "World Glacier Day",
"image": {
"src": "/app/uploads/2025/01/sarek-national-park.jpg",
"alt": "A person on the top of a snow-covered mountain.",
"width": 2480,
"height": 1651,
"caption": "Sarek, in northern Sweden, is known for its mountain ranges, glaciers and wild rapids. Photo: <a href=\"https://imagebank.sweden.se/sarek+national+park/northern+sweden/sarek+national+park/5968#detail\">Fredrik Schlyter/imagebank.sweden.se</a>",
"title": "Sarek national park"
},
"href": "https://cms.sharingsweden.se/event/world-glacier-day/",
"dates": [
{
"date": "2026-03-21",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-21"
}
],
"earliestDate": "2026-03-21"
},
{
"id": 3295,
"description": "Music moment 1990: The movie ‘Pretty Woman’ with theme song by Roxette premiered in the US",
"image": {
"src": "/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
"alt": "Per Gessle and Marie Fredriksson of Swedish band Roxette.",
"width": 893,
"height": 900,
"caption": "Roxette. Photo: Mattias Edwall",
"title": "Swedish-music-moments-Roxette-thumbnail.jpg"
},
"href": "https://cms.sharingsweden.se/event/music-moment-1990-the-movie-pretty-woman-with-theme-song-by-roxette-premiered-in-the-us/",
"dates": [
{
"date": "2026-03-23",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-03-23"
},
{
"recurring_date": "2026-03-23"
}
],
"earliestDate": "2026-03-23"
},
{
"id": 7078,
"description": "Nordic day",
"image": {
"src": "/app/uploads/2023/11/Nordic-Day-Map_calendar.png",
"alt": "A map of the Nordic countries",
"width": 1080,
"height": 966,
"caption": "",
"title": "Nordic-Day-Map_calendar"
},
"href": "https://cms.sharingsweden.se/event/nordic-day/",
"dates": [
{
"date": "2026-03-23",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-03-23"
},
{
"recurring_date": "2026-03-23"
},
{
"recurring_date": "2027-03-23"
}
],
"earliestDate": "2026-03-23"
},
{
"id": 6985,
"description": "Waffle day",
"image": {
"src": "/app/uploads/2023/11/tina_stafren-waffle-2092.jpg",
"alt": "A waffle with jam and whipped cream",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/waffle///2092#detail\">Tina Stafrén/imagebank.sweden.se</a>",
"title": "tina_stafrén-waffle-2092"
},
"href": "https://cms.sharingsweden.se/event/waffle-day/",
"dates": [
{
"date": "2026-03-25",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-03-25"
},
{
"recurring_date": "2026-03-25"
},
{
"recurring_date": "2027-03-25"
}
],
"earliestDate": "2026-03-25"
},
{
"id": 33649,
"description": "Zero Waste Day",
"image": {
"src": "/app/uploads/2024/02/city_of_stockholm-vacuum_recycling-6408.jpg",
"alt": "Children recycling",
"width": 800,
"height": 448,
"caption": "A Stockholm neighbourhood with easy recycling through automated vacuum collection stations. Photo: <a href=\"https://imagebank.sweden.se/vacuum+recycling/stockholm/stockholm/6408#detail\">City of Stockholm/imagebank.sweden.se</a>",
"title": "city_of_stockholm-vacuum_recycling-6408"
},
"href": "https://cms.sharingsweden.se/event/zero-waste-day/",
"dates": [
{
"date": "2026-03-30",
"month": "Mar",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-03-30"
},
{
"recurring_date": "2027-03-30"
}
],
"earliestDate": "2026-03-30"
},
{
"id": 33770,
"description": "International Children's Book Day",
"image": {
"src": "/app/uploads/2023/11/the_joy_of_reading-9753.jpg",
"alt": "Children reading books together on a sofa.",
"width": 1500,
"height": 1000,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/the+joy+of+reading///9753#detail\">Folio/imagebank.sweden.se</a>",
"title": "The joy of reading books"
},
"href": "https://cms.sharingsweden.se/event/international-childrens-book-day/",
"dates": [
{
"date": "2026-04-02",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-04-02"
}
],
"earliestDate": "2026-04-02"
},
{
"id": 7149,
"description": "Easter",
"image": {
"src": "/app/uploads/2023/11/jenny_drakenlind-easter_craft-8202.jpg",
"alt": "Two children painting eggs.",
"width": 2480,
"height": 1653,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/easter+craft///8202#detail\">Jenny Drakenlind/Johnér/imagebank.sweden.se</a>",
"title": "jenny_drakenlind-easter_craft-8202"
},
"href": "https://cms.sharingsweden.se/event/easter/",
"dates": [
{
"date": "2026-04-05",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-04-05"
}
],
"earliestDate": "2026-04-05"
},
{
"id": 3238,
"description": "Music moment 1974: ‘Hooked on a Feeling’ by Blue Swede hit number one in the US Billboard charts",
"image": {
"src": "/app/uploads/2023/09/Blue-Swede-scaled-e1694166605133.jpg",
"alt": "The band Blue Sweden portrayed outdoors, in a wintry landscape, all wearing fur coats.",
"width": 2176,
"height": 2176,
"caption": "Björn Skifs and the Blue Swede band. Photo: Parlophone Music Sweden",
"title": "Blue-Swede.jpg"
},
"href": "https://cms.sharingsweden.se/event/music-moment-hooked-on-a-feeling-by-blue-swede-hit-number-one-in-the-us-billboard-charts/",
"dates": [
{
"date": "2026-04-06",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-04-06"
},
{
"recurring_date": "2026-04-06"
}
],
"earliestDate": "2026-04-06"
},
{
"id": 24386,
"description": "International Day of Sport for Development and Peace",
"image": {
"src": "/app/uploads/2024/09/youth-sports.jpg",
"alt": "Children in a gymnastics hall doing all kinds of activities.",
"width": 2480,
"height": 1650,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/youth+sports///9452#detail\">Alexander Mahmoud/imagebank.sweden.se</a>",
"title": "Youth sports"
},
"href": "https://cms.sharingsweden.se/event/international-day-of-sport-for-development-and-peace/",
"dates": [
{
"date": "2026-04-06",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2026-04-06"
},
{
"recurring_date": "2027-04-06"
}
],
"earliestDate": "2026-04-06"
},
{
"id": 7003,
"description": "International Roma Day",
"image": {
"src": "/app/uploads/2023/11/sofia_sabel-the_roma_flag-8758.jpg",
"alt": "Young women holding the blue, green and red Roma flag.",
"width": 2480,
"height": 1654,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/the+roma+flag///8758#detail\">Sofia Sabel/imagebank.sweden.se</a>",
"title": "sofia_sabel-the_roma_flag-8758"
},
"href": "https://cms.sharingsweden.se/event/international-roma-day/",
"dates": [
{
"date": "2026-04-08",
"month": "Apr",
"year": 2026
}
],
"recurrence": [
{
"recurring_date": "2025-04-08"
},
{
"recurring_date": "2026-04-08"
},
{
"recurring_date": "2027-04-08"
}
],
"earliestDate": "2026-04-08"
},
{
"id": 13217,
"description": "Earth day",
"image": {
"src": "/app/uploads/2024/04/sofia_sabel-cargo_bike-8459.jpg",
"alt": "A mother and two children with a cargo bike.",
"width": 1500,
"height": 1000,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/cargo+bike/g%25C3%25B6teborg/gothenburg/8459#detail\"> Sofia Sabel/imagebank.sweden.se</a>",
"title": "sofia_sabel-cargo_bike-8459"
},
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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\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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"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": "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",
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27 May 2025
28 April 2025
7 April 2025