The image of Sweden abroad 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. This is a summary of the 2023 report.
Perceptions of Sweden According to the 2023 studies conducted by the Swedish Institute (SI), the image of Sweden is stable and positive in large parts of the world. The image has remained stable for several years. However, there are parallel and contradictory images of Sweden. In Western countries, the image has improved. Yet, in some Middle Eastern countries, it has deteriorated.
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 and Sweden's 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.
Media image of Sweden Media attention for Sweden increased in 2023. The number of published articles in 2023 increased by 10 per cent compared to 2022 and 37 per cent compared to 2021. The increase is most visible in the number of news articles about Sweden, but posts on social media also increased.
A strong contributing factor to the increased media interest in Sweden was the
2023 was also characterised by Swedish achievements in culture and sports. The Swedish women’s national team’s success in the FIFA Women’s World Cup, in particular, attracted great interest. When it comes to culture, one event stands out, and that is Loreen’s victory in the Eurovision Song Contest.
Conclusions about the image of Sweden abroad Sweden’s nation brand is strong. Sweden is attractive for trade and investment, the green transition, as well as democracy and strong governance. Through our attractiveness, we compete for talent and investment with some of the world’s strongest economies.
There are groups who deliberately want to damage the image of Sweden by linking events in Sweden and Sweden’s position to global areas of conflict. Disinformation about Sweden is a challenge.
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.
SI's work on analysing the image of Sweden The Swedish Institute are experts on how Sweden is perceived in various issues globally and work continuously with studies and analyses of the image of Sweden.
Read more about the work to analyse the image of Sweden on SI's website
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