The image of Sweden abroad Innovation and sustainability are two of Sweden's areas of strength. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se The Swedish Institute (SI) is an authority on the perception of Sweden in the world. We carry out studies and analyses of the image of Sweden abroad to build an understanding of how Sweden can be relevant.
A strong nation brand The nation brand of Sweden is strong. Sweden is attractive for trade and investment, the green transition, as well as democracy and strong governance. Our attractiveness allows us to compete for talent and investment with some of the world’s strongest economies.
Sweden’s strong nation brand, attractiveness and relations with the rest of the world form a basis for resilience against disinformation. It is important to continue to have an international presence, as well as a dialogue and exchange of experiences with other countries.
Perceptions of Sweden According to studies conducted by the Swedish Institute and international surveys, the image of Sweden is stable and positive in large parts of the world. On a global level, the image has remained stable for several years.
Sweden, along with some of the world’s strongest economies, ranks very high in international surveys. A majority of people in most countries have a positive opinion of Sweden. Our areas of strength include sustainability, innovation, economic stability, high quality of life, and democratic development.
The awareness of Sweden varies greatly between countries and is generally relatively low outside our immediate area. There are also some geographic differences in how countries view Sweden. The image of Sweden is most positive in Western countries. The image is also positive, but not as positive, in countries belonging to the intergovernmental organisation BRICS+ (Brazil, Russia, India, China, and other member states).
Read more about the image of Sweden and Global Soft Power Index 2025
Media image of Sweden International media attention for Sweden decreased in 2024. The number of publications about Sweden decreased with 16 percent compared to 2023. This was particularly noticeable in Arabic- and Turkish-language media, mainly due to lower engagement around Quran burnings, which was a high-profile issue in 2023.
The media image in 2024 was characterized by Sweden's entry into NATO, security policy and gang crime, but also by large music events.
Sweden’s NATO entry Sweden's NATO membership formed a significant part of the media image in 2024. The entry into the alliance was among the most highly publicised media events during the year, both in news media and on social media. Interest in Sweden's accession to NATO has been global, with extensive reporting on Sweden and NATO in the US, Türkiye, Russia, Germany and Ukraine.
Security policy Other events that can be linked to Sweden's security situation and surrounding areas were also prominent in the media image of Sweden in 2024. Early in the year, statements from the 'Society and Defense Conference' drew attention. Examples of events that were highlighted in the media were investigations into the detonations at the Nord Stream pipelines, damaged cables in the Baltic Sea, and the brochure ‘In case of crisis or war’ that was distributed to all Swedish households.
Crime Gang crime and other serious crime in Sweden continue to be topics of interest, especially in neighboring countries such as Finland, Denmark, Norway, and Germany, as well as in countries further afield, including the USA.
Music events Eurovision week in Malmö created one of the biggest media peaks of the year. The focus was both on Sweden as the organizer and on Israel's participation in Eurovision. Taylor Swift’s concerts in Stockholm created a lot of engagement, especially on social media.
Read more about the media image of Sweden
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