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.
Brand Sweden Report 2025
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
{
"slug": "the-image-of-sweden-abroad",
"type": "Page",
"theme": "theme-light",
"pageProps": {
"appProps": {
"socialMediaUrls": {
"facebook": null,
"twitter": null,
"messenger": null,
"vk": null,
"spotify": null,
"instagram": null,
"whatsapp": null,
"youtube": null,
"telegram": null,
"__typename": "SwedenSettings_SiSettings_SocialMediaUrls"
},
"cookieSettings": {
"cookieBanner": {
"bannerText": "<p>Sharing Sweden uses cookies to improve your experience of the website. Read more in our <a href=\"https://cms.sharingsweden.se/cookie-policy\">Cookie policy</a>.</p>\n",
"bannerTitle": "<p><strong>Cookies</strong></p>\n",
"__typename": "SwedenSettings_SiSettings_CookieSettings_CookieBanner"
},
"settingsButtonText": "Cookie-settings",
"settingsConfirmButtonText": "Confirm settings",
"settingsText": "<p>A cookie is a small text file stored on your device that allows us to recognise and remember you.</p>\n<p>Sharingsweden.se uses cookies and other data in order to deliver and improve your experience of this website. For instance, we and our partners may use information about you, your devices and your online interactions with us to provide, analyse and improve our services.</p>\n<p>The categories of cookies that we may use are necessary as well as statistics and analytics cookies. Learn more about how we use cookies by reading our <a href=\"https://cms.sharingsweden.se/cookie-policy\">Cookie policy</a>.</p>\n",
"acceptButtonText": "Accept all cookies",
"categories": [
{
"alwaysCheckedText": "always on",
"hasAccepted": null,
"id": "cookie_consent_essentials",
"isCheckedText": "active",
"isNotCheckedText": "inactive",
"optional": null,
"text": "Necessary cookies are essential for you to browse our website and use its features. We are using cookies to remember your consent. This type of cookie is activated by default and you can only deactivate it by turning off cookies in your browser. ",
"title": "Necessary",
"__typename": "SwedenSettings_SiSettings_CookieSettings_categories"
},
{
"alwaysCheckedText": "always on",
"hasAccepted": null,
"id": "cookie_consent_statistics",
"isCheckedText": "active",
"isNotCheckedText": "inactive",
"optional": true,
"text": "Analytical cookies are used to measure how often our website is visited and how it is used. We use this information to get a better sense of where our users come from and how they interact with our content. For this, we use third-party cookies, the Google Analytics Cookies. These cookies are deactivated by default. If you choose to activate statistics and analytics cookies, we use IP anonymisation. You can deactivate these cookies at any time. ",
"title": "Statistics and analytics",
"__typename": "SwedenSettings_SiSettings_CookieSettings_categories"
}
],
"__typename": "SwedenSettings_SiSettings_CookieSettings"
},
"fallBackImage": {
"src": null,
"alt": "",
"height": 0,
"width": 0,
"title": null,
"caption": ""
},
"articleAuthorSettings": {
"textBeforeDate": "Published at"
},
"shareWidgetSettings": {
"headerText": null,
"shareButtonIconProps": [],
"copyText": null,
"afterCopyText": null,
"failedToCopyText": null
},
"navBarSettings": {
"navBarLogos": {
"mainLogo": null,
"mainLogoAriaLabel": "Sharing sweden logo",
"darkTextLogo": null,
"lightTextLogo": null
},
"navigationLabels": {
"toggleMenuLabel": null,
"toggleSearchLabel": null
}
},
"menu": {
"selectLabel": null,
"selectGroupLabel": null,
"selectOptions": [],
"linkGroup": [
[
{
"link": {
"title": "About Sharing Sweden",
"url": "https://cms.sharingsweden.se/about-sharing-sweden",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Contact",
"url": "https://cms.sharingsweden.se/contact",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "FAQ",
"url": "https://cms.sharingsweden.se/faq",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
}
],
[
{
"link": {
"title": "News",
"url": "https://cms.sharingsweden.se/news",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Newsletter",
"url": "https://cms.sharingsweden.se/newsletter",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Financial support",
"url": "https://sharingsweden.se/promotional-material/financial-support-and-how-to-apply",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
}
],
[
{
"link": {
"title": "Accessibility",
"url": "https://cms.sharingsweden.se/accessibility",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Cookies policy",
"url": "https://cms.sharingsweden.se/cookie-policy",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
},
{
"link": {
"title": "Terms and conditions of use",
"url": "https://cms.sharingsweden.se/terms-and-conditions/",
"__typename": "AcfLink"
},
"__typename": "FooterApi_Footer_linkGroup_links"
}
]
],
"iconLinks": [],
"mainMenuContent": [
{
"id": 250,
"href": "/the-sweden-brand/",
"title": "The Sweden brand",
"subMenuItems": [
{
"id": 255,
"href": "/the-sweden-brand/brand-strategy/",
"title": "The brand of Sweden as a strategic asset",
"subMenuItems": []
},
{
"id": 329,
"href": "/the-sweden-brand/the-image-of-sweden-abroad/",
"title": "The image of Sweden abroad",
"subMenuItems": []
},
{
"id": 2392,
"href": "/the-sweden-brand/brand-visual-identity/",
"title": "Brand visual identity",
"subMenuItems": [
{
"id": 328,
"href": "/the-sweden-brand/brand-visual-identity/how-to-use-the-identity/",
"title": "How to use the identity"
},
{
"id": 327,
"href": "/the-sweden-brand/brand-visual-identity/design-principles/",
"title": "Design principles"
},
{
"id": 326,
"href": "/the-sweden-brand/brand-visual-identity/brand-marks/",
"title": "Logo and other brand marks"
},
{
"id": 325,
"href": "/the-sweden-brand/brand-visual-identity/colour/",
"title": "Colour"
},
{
"id": 324,
"href": "/the-sweden-brand/brand-visual-identity/accessibility/",
"title": "Accessibility"
},
{
"id": 323,
"href": "/the-sweden-brand/brand-visual-identity/typography/",
"title": "Typography"
},
{
"id": 322,
"href": "/the-sweden-brand/brand-visual-identity/grid/",
"title": "Grid"
},
{
"id": 321,
"href": "/the-sweden-brand/brand-visual-identity/tone-of-motion/",
"title": "Tone of motion"
},
{
"id": 320,
"href": "/the-sweden-brand/brand-visual-identity/illustration/",
"title": "Illustration"
},
{
"id": 319,
"href": "/the-sweden-brand/brand-visual-identity/graphic-element/",
"title": "Graphic element"
},
{
"id": 318,
"href": "/the-sweden-brand/brand-visual-identity/best-practice/",
"title": "Best practice"
}
]
}
]
},
{
"id": 241,
"href": "/promotional-material/",
"title": "Promotional material",
"subMenuItems": [
{
"id": 247,
"href": "/promotional-material/trade-and-talent/",
"title": "Trade and talent",
"subMenuItems": []
},
{
"id": 244,
"href": "/promotional-material/culture-and-lifestyle/",
"title": "Creative industries and culture",
"subMenuItems": []
},
{
"id": 243,
"href": "/promotional-material/democracy-and-governance/",
"title": "Democracy and society",
"subMenuItems": []
},
{
"id": 246,
"href": "/promotional-material/the-swedish-film-selection/",
"title": "The Swedish film selection",
"subMenuItems": []
},
{
"id": 245,
"href": "/promotional-material/image-bank-sweden/",
"title": "Image Bank Sweden",
"subMenuItems": []
},
{
"id": 242,
"href": "/promotional-material/toolkits-social-media-video-and-more/",
"title": "All toolkits, social media, video and more",
"subMenuItems": []
}
]
},
{
"id": 291,
"href": "/calendar/",
"title": "Calendar",
"subMenuItems": []
}
]
},
"footer": {
"copyright": "Copyright © 2025 Swedish Institute",
"linkGroup": [
[
{
"href": "https://cms.sharingsweden.se/about-sharing-sweden",
"name": "About Sharing Sweden"
},
{
"href": "https://cms.sharingsweden.se/contact",
"name": "Contact"
},
{
"href": "https://cms.sharingsweden.se/faq",
"name": "FAQ"
}
],
[
{
"href": "https://cms.sharingsweden.se/news",
"name": "News"
},
{
"href": "https://cms.sharingsweden.se/newsletter",
"name": "Newsletter"
},
{
"href": "https://sharingsweden.se/promotional-material/financial-support-and-how-to-apply",
"name": "Financial support"
}
],
[
{
"href": "https://cms.sharingsweden.se/accessibility",
"name": "Accessibility"
},
{
"href": "https://cms.sharingsweden.se/cookie-policy",
"name": "Cookies policy"
},
{
"href": "https://cms.sharingsweden.se/terms-and-conditions/",
"name": "Terms and conditions of use"
}
]
],
"logos": [
{
"ariaLabel": "Link to sweden.se",
"logo": {
"anchorProps": {
"href": "https://sweden.se/"
},
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/sweden_logo.svg",
"alt": null,
"height": null,
"width": null
}
}
},
{
"ariaLabel": "Link to si.se",
"logo": {
"anchorProps": {
"href": "https://si.se/"
},
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/si_logo.svg",
"alt": null,
"height": null,
"width": null
}
}
}
]
},
"skipToContent": null,
"cookieLabel": null,
"previousSlideLabel": null,
"nextSlideLabel": null,
"toolkitApplyButtonText": null,
"searchFilterProps": {
"topic": "Topic",
"format": "Format",
"topicFilters": [
{
"item": "Architecture"
},
{
"item": "Art"
},
{
"item": "Celebrations"
},
{
"item": "Children & youth"
},
{
"item": "Democracy"
},
{
"item": "Design"
},
{
"item": "Film & drama"
},
{
"item": "Food"
},
{
"item": "Gender equality"
},
{
"item": "History"
},
{
"item": "Innovation"
},
{
"item": "LGBTQI+"
},
{
"item": "Literature"
},
{
"item": "Music"
},
{
"item": "Society"
},
{
"item": "Sports"
},
{
"item": "Study"
},
{
"item": "Sustainability"
},
{
"item": "Sweden in general"
},
{
"item": "Trade"
},
{
"item": "Work"
}
],
"formatFilters": [
{
"item": "Toolkit"
},
{
"item": "Feature film"
},
{
"item": "Exhibitions"
},
{
"item": "Manuals"
},
{
"item": "Presentations"
},
{
"item": "Print materials"
},
{
"item": "Quizzes"
},
{
"item": "Social media content"
},
{
"item": "Templates"
},
{
"item": "Video"
}
],
"languageOptions": [
"albanian",
"arabic",
"armenian",
"bosnian",
"chinese",
"croatian",
"cypriot greek",
"english",
"estonian",
"filipino",
"french",
"georgian",
"german",
"italian",
"japanese",
"korean",
"latvian",
"lithuanian",
"macedonian",
"polish",
"portuguese",
"russian",
"slovak",
"slovenian",
"spanish",
"swedish",
"thai",
"turkish",
"vietnamese"
]
},
"searchComponentData": {
"searchComponent": {
"beforeQuery": null,
"afterQuery": null,
"preResultText": null,
"afterResultText": null
},
"searchField": {
"placeholder": "Search social media, video, toolkits and more",
"submitButtonText": "Search",
"label": "search",
"searchPageUri": "/promotional-material/toolkits-social-media-video-and-more/"
},
"hijackData": []
}
},
"post": {
"uri": "/the-sweden-brand/the-image-of-sweden-abroad/",
"seo": {
"head": "<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https://yoast.com/wordpress/plugins/seo/ -->\n<meta name=\"description\" content=\"SI is an authority on how Sweden is perceived in the world. Our expertise comes from studies and analyses of the image of Sweden abroad.\" />\n<link rel=\"canonical\" href=\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\" />\n<meta property=\"og:locale\" content=\"en_US\" />\n<meta property=\"og:type\" content=\"article\" />\n<meta property=\"og:title\" content=\"The image of Sweden abroad - Sharing Sweden\" />\n<meta property=\"og:description\" content=\"SI is an authority on how Sweden is perceived in the world. Our expertise comes from studies and analyses of the image of Sweden abroad.\" />\n<meta property=\"og:url\" content=\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\" />\n<meta property=\"og:site_name\" content=\"Sharing Sweden\" />\n<meta property=\"article:modified_time\" content=\"2025-04-29T08:07:34+00:00\" />\n<meta property=\"og:image\" content=\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2025%2F04%2Fjobs-in-stem-e1744797131455.jpg&w=1200&q=90\" />\n\t<meta property=\"og:image:width\" content=\"2480\" />\n\t<meta property=\"og:image:height\" content=\"1372\" />\n\t<meta property=\"og:image:type\" content=\"image/jpeg\" />\n<meta name=\"twitter:card\" content=\"summary_large_image\" />\n<meta name=\"twitter:label1\" content=\"Est. reading time\" />\n\t<meta name=\"twitter:data1\" content=\"1 minute\" />\n<script type=\"application/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https://schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\",\"url\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\",\"name\":\"The image of Sweden abroad - Sharing Sweden\",\"isPartOf\":{\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\"},\"primaryImageOfPage\":{\"@id\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/#primaryimage\"},\"image\":{\"@id\":\"https://cms.sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/#primaryimage\"},\"thumbnailUrl\":\"https://cms.sharingsweden.se/app/uploads/2025/04/jobs-in-stem-e1744797131455.jpg\",\"datePublished\":\"2023-05-12T12:37:07+00:00\",\"dateModified\":\"2025-04-29T08:07:34+00:00\",\"description\":\"SI is an authority on how Sweden is perceived in the world. Our expertise comes from studies and analyses of the image of Sweden abroad.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/#primaryimage\",\"url\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2025%2F04%2Fjobs-in-stem-e1744797131455.jpg&w=1200&q=90\",\"contentUrl\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2025%2F04%2Fjobs-in-stem-e1744797131455.jpg&w=1200&q=90\",\"width\":1200,\"height\":664,\"caption\":\"Innovation and sustainability are two of Sweden's areas of strength. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se\"},{\"@type\":\"WebSite\",\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\",\"url\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/\",\"name\":\"Sharing Sweden\",\"description\":\"A comprehensive collection of resources to promote Sweden to an international audience\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http://sharingsweden.se/search?query={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}</script>\n<!-- / Yoast SEO plugin. -->",
"shareUrl": "http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/",
"title": "The image of Sweden abroad - Sharing Sweden"
},
"date": "2023-05-12T12:37:07",
"type": "Page",
"breadcrumbs": [
{
"title": "Start",
"href": "/",
"isCurrentPage": false
},
{
"title": "The Sweden brand",
"href": "/the-sweden-brand/",
"isCurrentPage": false
},
{
"title": "The image of Sweden abroad",
"href": "/the-sweden-brand/the-image-of-sweden-abroad/",
"isCurrentPage": true
}
],
"searchPage": null,
"heroSlides": null,
"featuredMedia": {
"imageBlockProps": {
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/jobs-in-stem-e1744797131455.jpg",
"alt": "A modern office environment where employees work on laptops.",
"title": "Jobs in STEM",
"height": 1372,
"width": 2480,
"caption": "Innovation and sustainability are two of Sweden's areas of strength. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se"
},
"caption": "Innovation and sustainability are two of Sweden's areas of strength. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se"
},
"embedDataProps": null,
"caption": null
},
"featuredImage": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/jobs-in-stem-e1744797131455.jpg",
"alt": "A modern office environment where employees work on laptops.",
"title": "Jobs in STEM",
"height": 1372,
"width": 2480,
"caption": "Innovation and sustainability are two of Sweden's areas of strength. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se"
},
"title": "The image of Sweden abroad",
"subHeading": null,
"slug": "the-image-of-sweden-abroad",
"toolkitData": [],
"eventData": [],
"template": {
"templateName": "Fullwidth Template",
"__typename": "FullwidthTemplate"
},
"sidebarMenu": [],
"childPages": [
{
"title": "Brand Sweden Report 2025",
"href": "/the-sweden-brand/the-image-of-sweden-abroad/brand-sweden-report/",
"featuredImage": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/summer-in-the-city-e1745846737977.jpg",
"alt": "People sitting and standing on a cliff overlooking water and a city.",
"title": "Summer in the city",
"height": 1368,
"width": 2480,
"caption": "Photo: <a href=\"https://imagebank.sweden.se/summer+in+the+city/stockholm/stockholm/12030#detail\">Jann Lipka/imagebank.sweden.se</a>"
}
},
{
"title": "Global Soft Power Index 2025",
"href": "/the-sweden-brand/the-image-of-sweden-abroad/global-soft-power-index-2025/",
"featuredImage": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/family-bike-ride-e1744887048867.jpg",
"alt": "Family bike ride",
"title": "Family bike ride",
"height": 1376,
"width": 2480,
"caption": "Sweden is generally perceived as a tolerant, inclusive country with an attractive lifestyle and a stable society. Photo: Ann-Sofi Rosenkvist/imagebank.sweden.se"
}
},
{
"title": "The media image of Sweden 2024",
"href": "/the-sweden-brand/the-image-of-sweden-abroad/the-media-image-of-sweden-2024/",
"featuredImage": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/freedom-of-speech.jpg",
"alt": "An interview in a TV studio.",
"title": "Freedom of speech",
"height": 1654,
"width": 2480,
"caption": "Photo: Plattform/Scandinav/imagebank.sweden.se"
}
}
],
"rows": [
{
"left": [
{
"type": "preamble",
"anchorId": "",
"children": [
{
"type": "paragraph",
"anchorId": "",
"children": "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."
}
]
}
],
"right": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "A strong nation brand"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<a href=\"https://sharingsweden.se/the-sweden-brand//the-image-of-sweden-abroad/brand-sweden-report/\">Brand Sweden Report 2025</a>"
},
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Perceptions of Sweden"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<a href=\"https://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/global-soft-power-index-2025\">Read more about the image of Sweden and Global Soft Power Index 2025</a>"
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": true
},
{
"left": [],
"right": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Media image of Sweden"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The media image in 2024 was characterized by Sweden's entry into NATO, security policy and gang crime, but also by large music events."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden’s NATO entry"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Security policy"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Crime"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Music events"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<a href=\"https://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/the-media-image-of-sweden-2024\">Read more about the media image of Sweden</a>"
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": false
},
{
"type": "linked-pages-block",
"title": "The Sweden brand",
"linkedPages": [
{
"title": "The brand of Sweden as a strategic asset",
"subtitle": null,
"href": "/the-sweden-brand/brand-strategy/",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/Globe_ima191242_Lisa-Oberg-Johner-1024x683.jpg",
"alt": "A child and her father looking at a globe lamp.",
"width": 1024,
"height": 683
}
},
{
"title": "Brand visual identity",
"subtitle": null,
"href": "/the-sweden-brand/brand-visual-identity/",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/Best-practice_digital3-1024x655.jpg",
"alt": "Three mobile screens showing web content in the Brand Sweden identity.",
"width": 1024,
"height": 655
}
}
]
}
],
"blocks": [
{
"left": [
{
"type": "preamble",
"anchorId": "",
"children": [
{
"type": "paragraph",
"anchorId": "",
"children": "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."
}
]
}
],
"right": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "A strong nation brand"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<a href=\"https://sharingsweden.se/the-sweden-brand//the-image-of-sweden-abroad/brand-sweden-report/\">Brand Sweden Report 2025</a>"
},
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Perceptions of Sweden"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "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)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<a href=\"https://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/global-soft-power-index-2025\">Read more about the image of Sweden and Global Soft Power Index 2025</a>"
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": true
},
{
"left": [],
"right": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Media image of Sweden"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The media image in 2024 was characterized by Sweden's entry into NATO, security policy and gang crime, but also by large music events."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden’s NATO entry"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Security policy"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Crime"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Music events"
},
{
"type": "paragraph",
"anchorId": "",
"children": "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."
},
{
"type": "paragraph",
"anchorId": "",
"children": "<a href=\"https://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/the-media-image-of-sweden-2024\">Read more about the media image of Sweden</a>"
}
],
"fullWidth": false,
"stickyLeft": true,
"reverseColumnOrderOnMobile": false
},
{
"type": "linked-pages-block",
"title": "The Sweden brand",
"linkedPages": [
{
"title": "The brand of Sweden as a strategic asset",
"subtitle": null,
"href": "/the-sweden-brand/brand-strategy/",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/Globe_ima191242_Lisa-Oberg-Johner-1024x683.jpg",
"alt": "A child and her father looking at a globe lamp.",
"width": 1024,
"height": 683
}
},
{
"title": "Brand visual identity",
"subtitle": null,
"href": "/the-sweden-brand/brand-visual-identity/",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/08/Best-practice_digital3-1024x655.jpg",
"alt": "Three mobile screens showing web content in the Brand Sweden identity.",
"width": 1024,
"height": 655
}
}
]
}
],
"calendarItems": [],
"extra": {
"content": {
"__typename": "Page",
"slug": "the-image-of-sweden-abroad",
"uri": "/the-sweden-brand/the-image-of-sweden-abroad/",
"date": "2023-05-12T12:37:07",
"databaseId": 292,
"breadcrumbs": "[{\"title\":\"Start\",\"href\":\"\\/\",\"isCurrentPage\":false},{\"title\":\"The Sweden brand\",\"href\":\"\\/the-sweden-brand\\/\",\"isCurrentPage\":false},{\"title\":\"The image of Sweden abroad\",\"href\":\"\\/the-sweden-brand\\/the-image-of-sweden-abroad\\/\",\"isCurrentPage\":true}]",
"hero": {
"heroSlides": null,
"__typename": "Page_Hero"
},
"featuredMedia": {
"useFeaturedVideo": null,
"embedCode": null,
"embedCaption": null,
"__typename": "Page_Featuredmedia"
},
"template": {
"templateName": "Fullwidth Template",
"__typename": "FullwidthTemplate"
},
"sidebarMenu": null,
"children": {
"nodes": [
{
"title": "Brand Sweden Report 2025",
"uri": "/the-sweden-brand/the-image-of-sweden-abroad/brand-sweden-report/",
"featuredImage": {
"node": {
"mediaDetails": {
"height": 1368,
"width": 2480,
"__typename": "MediaDetails"
},
"title": "Summer in the city",
"uri": "/summer-in-the-city/",
"altText": "People sitting and standing on a cliff overlooking water and a city.",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/summer+in+the+city/stockholm/stockholm/12030#detail\">Jann Lipka/imagebank.sweden.se</a>",
"sourceUrl": "https://cms.sharingsweden.se/app/uploads/2025/04/summer-in-the-city-e1745846737977.jpg",
"__typename": "MediaItem"
},
"__typename": "NodeWithFeaturedImageToMediaItemConnectionEdge"
},
"__typename": "Page"
},
{
"title": "Global Soft Power Index 2025",
"uri": "/the-sweden-brand/the-image-of-sweden-abroad/global-soft-power-index-2025/",
"featuredImage": {
"node": {
"mediaDetails": {
"height": 1376,
"width": 2480,
"__typename": "MediaDetails"
},
"title": "Family bike ride",
"uri": "/family-bike-ride-2/",
"altText": "Family bike ride",
"caption": "Sweden is generally perceived as a tolerant, inclusive country with an attractive lifestyle and a stable society. Photo: Ann-Sofi Rosenkvist/imagebank.sweden.se",
"sourceUrl": "https://cms.sharingsweden.se/app/uploads/2025/04/family-bike-ride-e1744887048867.jpg",
"__typename": "MediaItem"
},
"__typename": "NodeWithFeaturedImageToMediaItemConnectionEdge"
},
"__typename": "Page"
},
{
"title": "The media image of Sweden 2024",
"uri": "/the-sweden-brand/the-image-of-sweden-abroad/the-media-image-of-sweden-2024/",
"featuredImage": {
"node": {
"mediaDetails": {
"height": 1654,
"width": 2480,
"__typename": "MediaDetails"
},
"title": "Freedom of speech",
"uri": "/freedom-of-speech/",
"altText": "An interview in a TV studio.",
"caption": "Photo: Plattform/Scandinav/imagebank.sweden.se",
"sourceUrl": "https://cms.sharingsweden.se/app/uploads/2025/04/freedom-of-speech.jpg",
"__typename": "MediaItem"
},
"__typename": "NodeWithFeaturedImageToMediaItemConnectionEdge"
},
"__typename": "Page"
}
],
"__typename": "HierarchicalContentNodeToContentNodeChildrenConnection"
},
"seo": {
"opengraphUrl": "http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/",
"title": "The image of Sweden abroad - Sharing Sweden",
"__typename": "PostTypeSEO"
},
"title": "The image of Sweden abroad",
"featuredImage": {
"node": {
"mediaDetails": {
"height": 1372,
"width": 2480,
"__typename": "MediaDetails"
},
"title": "Jobs in STEM",
"uri": "/jobs-in-stem/",
"altText": "A modern office environment where employees work on laptops.",
"caption": "Innovation and sustainability are two of Sweden's areas of strength. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se",
"sourceUrl": "https://cms.sharingsweden.se/app/uploads/2025/04/jobs-in-stem-e1744797131455.jpg",
"__typename": "MediaItem"
},
"__typename": "NodeWithFeaturedImageToMediaItemConnectionEdge"
},
"blocks": [
{
"name": "sweden-tsw/article-row",
"__typename": "SwedenTswArticleRowBlock",
"attributes": {
"reverseColumnOrderOnMobile": true,
"__typename": "SwedenTswArticleRowBlockAttributes"
},
"innerBlocks": [
{
"name": "sweden-tsw/left-column",
"innerBlocks": [
{
"name": "sharing-sweden-tsw/preamble",
"attributes": {
"anchor": "",
"__typename": "SharingSwedenTswPreambleBlockAttributes"
},
"innerBlocks": [
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
}
],
"__typename": "SharingSwedenTswPreambleBlock"
}
],
"__typename": "SwedenTswLeftColumnBlock"
},
{
"name": "sweden-tsw/right-column",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "A strong nation brand",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "<a href=\"https://sharingsweden.se/the-sweden-brand//the-image-of-sweden-abroad/brand-sweden-report/\">Brand Sweden Report 2025</a>",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "Perceptions of Sweden",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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).",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "<a href=\"https://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/global-soft-power-index-2025\">Read more about the image of Sweden and Global Soft Power Index 2025</a>",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
}
],
"__typename": "SwedenTswRightColumnBlock"
}
]
},
{
"name": "sweden-tsw/article-row",
"__typename": "SwedenTswArticleRowBlock",
"attributes": {
"reverseColumnOrderOnMobile": false,
"__typename": "SwedenTswArticleRowBlockAttributes"
},
"innerBlocks": [
{
"name": "sweden-tsw/left-column",
"innerBlocks": [],
"__typename": "SwedenTswLeftColumnBlock"
},
{
"name": "sweden-tsw/right-column",
"innerBlocks": [
{
"name": "core/heading",
"attributes": {
"level": 2,
"anchor": "",
"content": "Media image of Sweden",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "The media image in 2024 was characterized by Sweden's entry into NATO, security policy and gang crime, but also by large music events.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Sweden’s NATO entry",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Security policy",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Crime",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/heading",
"attributes": {
"level": 3,
"anchor": "",
"content": "Music events",
"__typename": "CoreHeadingBlockAttributes"
},
"__typename": "CoreHeadingBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "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.",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
},
{
"name": "core/paragraph",
"attributes": {
"anchor": "",
"content": "<a href=\"https://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/the-media-image-of-sweden-2024\">Read more about the media image of Sweden</a>",
"__typename": "CoreParagraphBlockAttributes"
},
"__typename": "CoreParagraphBlock"
}
],
"__typename": "SwedenTswRightColumnBlock"
}
]
},
{
"name": "acf/linked-pages-block",
"attributes": {
"data": "{\"heading\":\"The Sweden brand\",\"_heading\":\"field_64776edb82f57\",\"selected_pages\":[\"251\",\"257\"],\"_selected_pages\":\"field_64776edb83032\"}",
"__typename": "AcfLinkedPagesBlockAttributes"
},
"linkedPages": "[{\"title\":\"The brand of Sweden as a strategic asset\",\"subtitle\":null,\"href\":\"\\/the-sweden-brand\\/brand-strategy\\/\",\"imageProps\":{\"src\":\"https:\\/\\/cms.sharingsweden.se\\/app\\/uploads\\/2025\\/04\\/Globe_ima191242_Lisa-Oberg-Johner-1024x683.jpg\",\"alt\":\"A child and her father looking at a globe lamp.\",\"width\":1024,\"height\":683}},{\"title\":\"Brand visual identity\",\"subtitle\":null,\"href\":\"\\/the-sweden-brand\\/brand-visual-identity\\/\",\"imageProps\":{\"src\":\"https:\\/\\/cms.sharingsweden.se\\/app\\/uploads\\/2023\\/08\\/Best-practice_digital3-1024x655.jpg\",\"alt\":\"Three mobile screens showing web content in the Brand Sweden identity.\",\"width\":1024,\"height\":655}}]",
"__typename": "AcfLinkedPagesBlock"
}
],
"yoastHead": "<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https://yoast.com/wordpress/plugins/seo/ -->\n<meta name=\"description\" content=\"SI is an authority on how Sweden is perceived in the world. Our expertise comes from studies and analyses of the image of Sweden abroad.\" />\n<link rel=\"canonical\" href=\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\" />\n<meta property=\"og:locale\" content=\"en_US\" />\n<meta property=\"og:type\" content=\"article\" />\n<meta property=\"og:title\" content=\"The image of Sweden abroad - Sharing Sweden\" />\n<meta property=\"og:description\" content=\"SI is an authority on how Sweden is perceived in the world. Our expertise comes from studies and analyses of the image of Sweden abroad.\" />\n<meta property=\"og:url\" content=\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\" />\n<meta property=\"og:site_name\" content=\"Sharing Sweden\" />\n<meta property=\"article:modified_time\" content=\"2025-04-29T08:07:34+00:00\" />\n<meta property=\"og:image\" content=\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2025%2F04%2Fjobs-in-stem-e1744797131455.jpg&w=1200&q=90\" />\n\t<meta property=\"og:image:width\" content=\"2480\" />\n\t<meta property=\"og:image:height\" content=\"1372\" />\n\t<meta property=\"og:image:type\" content=\"image/jpeg\" />\n<meta name=\"twitter:card\" content=\"summary_large_image\" />\n<meta name=\"twitter:label1\" content=\"Est. reading time\" />\n\t<meta name=\"twitter:data1\" content=\"1 minute\" />\n<script type=\"application/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https://schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\",\"url\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\",\"name\":\"The image of Sweden abroad - Sharing Sweden\",\"isPartOf\":{\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\"},\"primaryImageOfPage\":{\"@id\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/#primaryimage\"},\"image\":{\"@id\":\"https://cms.sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/#primaryimage\"},\"thumbnailUrl\":\"https://cms.sharingsweden.se/app/uploads/2025/04/jobs-in-stem-e1744797131455.jpg\",\"datePublished\":\"2023-05-12T12:37:07+00:00\",\"dateModified\":\"2025-04-29T08:07:34+00:00\",\"description\":\"SI is an authority on how Sweden is perceived in the world. Our expertise comes from studies and analyses of the image of Sweden abroad.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/#primaryimage\",\"url\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2025%2F04%2Fjobs-in-stem-e1744797131455.jpg&w=1200&q=90\",\"contentUrl\":\"http://sharingsweden.se/_next/image?url=https%3A%2F%2Fcms.sharingsweden.se%2Fapp%2Fuploads%2F2025%2F04%2Fjobs-in-stem-e1744797131455.jpg&w=1200&q=90\",\"width\":1200,\"height\":664,\"caption\":\"Innovation and sustainability are two of Sweden's areas of strength. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se\"},{\"@type\":\"WebSite\",\"@id\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/#website\",\"url\":\"https://sharingsweden-backend.c2673.cloudnet.cloud/\",\"name\":\"Sharing Sweden\",\"description\":\"A comprehensive collection of resources to promote Sweden to an international audience\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http://sharingsweden.se/search?query={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}</script>\n<!-- / Yoast SEO plugin. -->"
},
"events": null,
"searchPage": null
}
},
"category": false
}
} 
