The image of Sweden in Europe Sweden and other countries in Europe Sweden has long-standing and close relations with countries in Europe. Trade, tourism, culture exchange and other people-to-people relations tie the countries together. Since the mid 90’s relations have been strengthened through the European Union. In recent years, Russia’s war of aggression against Ukraine and Sweden’s accession to NATO have further consolidated bonds between Sweden and many European countries.
The information on this page is about a selected number of countries and is based on the international survey Global Soft Power Index (GSPI). More about GSPI 2026 and the image of Sweden
If you have any questions, please contact Cecilia Andrae at cecilia.andrae@si.se
Sweden’s reputation Sweden’s reputation among Europeans is very positive and stable. Sweden ranks in 4th place out of 193 countries. Sweden’s reputation is only more positive in North America (2nd place).The most positive view of Sweden is found in Germany, Italy, Netherlands and Denmark, where only one or two other countries has a more positive reputation.
Familiarity with Sweden is higher in Europe than in other parts of the world. A closer look at some selected countries shows that familiarity with Sweden is highest in the Nordic countries. In countries such as Türkiye, France, Spain, Ukraine and Italy familiarity is relatively low.
All in all, Sweden is regarded to have a very appealing lifestyle and is seen as attractive for investments, studies and work.
Sweden’s strengths and weaknesses In Europe, Sweden has a very positive profile in green transition, people, values and governance. Sweden is also regarded a very attractive partner for business.
Sweden’s main strengths Sustainability is one of Sweden’s strongest profile areas in other countries. In Europe Sweden is regarded to be the country – among 193 countries – that contributes the most to green transition. The country is perceived to act to protect the environment and invest in green energy and technologies. Sweden is also regarded to support global efforts to counter climate changes.
In governance Switzerland and Norway rank higher than Sweden, but Sweden is perceived as very politically stable, well-governed and as a country respecting the rule of law and human rights. Sweden is also generally perceived to be safe and secure. Among Sweden’s Nordic neighbours the perception of Sweden in this regard is not quite as positive as in other European countries. Sweden ranks among the 40 highest ranked countries compared to top 10 at a European level.
Sweden is regarded a very attractive partner for business and trade. The Swedish economy is generally perceived to be one of the strongest and most stable in the world – an important feature for attraction. The Nordic countries also rank Sweden high in an international comparison, but lower than in other parts of Europe. In Türkiye, Switzerland and Italy there is scope for enhancing the perception of Sweden as a country that is easy to do business with.
Quality education and culture also associated with Sweden Education and science are long-standing strong features for Sweden. Sweden ranks among the top 10 countries and is perceived to offer high-quality education and robust capabilities in research and innovation.
Unlike in other parts of the world, there is an overall positive perception of Swedish culture. Several European countries consider Sweden to be influential in arts and entertainment, and the Swedish lifestyle is found very appealing. Contributing factors could be a higher level of awareness about Sweden, as well as close relations. Food is an area where there is room for improvement.
Weaknesses in some countries The perception of Swedish people is very favourable in many aspects. Trustworthiness is highly connected with Swedish people, that are generally regarded quite generous. Switzerland and Italy are less positive in that regard, ranking Sweden in 40th and 38th place. Türkiye is also, together with Italy and Spain, among a few countries that don’t consider Swedes as being particularly friendly. Only Nordic countries and Germany think of Swedes as being fun.
Sweden in comparison with other countries A comparison between the perception of Switzerland and the Nordic countries shows that all countries have similar profiles. However, on an overall level Switzerland has a more positive reputation and is more well known. Among the Nordic countries, Sweden has the most positive reputation and is most well-known. In some areas Sweden has a more positive profile than Switzerland.
On the international arena Switzerland is regarded to be more influential in diplomatic circles, whereas Sweden is perceived to be more helpful to countries in need. Switzerland as well as the Nordic countries are regarded to be very strong in education and science. Sweden holds a slightly stronger position than the other countries. In business and trade Switzerland has the most positive profile, followed by Sweden. Swiss products seem to be more well known, but the country is considered less easy to do business with than Sweden, Denmark and Norway.
Governance is an area of strength for all countries, where Switzerland is perceived to be even more well-governed and politically stable. Switzerland, as well as Norway, Finland and Denmark are perceived to be safer than Sweden, but on a regional level the perception of all countries is highly favourable in this regard.
In sustainability, as well as in relation to people and values, Sweden has a clearly more positive profile than Switzerland. Swedes are regarded more generous, friendly, fun, as well as more tolerant and inclusive. Sweden also has a slightly more positive profile in culture, ranking higher than Switzerland: 11 compared to 15.
Germany Strong reputation and high familiarity Germany is one of the countries in the world with the most positive attitude towards Sweden. Only Switzerland has a more positive reputation in Germany. Familiarity with Sweden is also high, although Sweden is not as well-known as in the Nordic countries.
Sweden – a sustainable, stable and appealing partner for business One of Sweden’s many strengths in Germany is Sweden’s contribution to the green transition. Governance is another key strength. Sweden is strongly associated with political stability as well as low corruption. Sweden is also regarded one of the safest countries in the world, ranking in 10th place.
Sweden is also perceived to be a very appealing partner for business and trade. The Swedish economy is perceived to be very robust and stable. As in other European countries, Sweden is considered very easy to do business with, ranking in 7th place among 193 countries.
Sweden’s educational system is perceived as being the best in the world, and Sweden is regarded to be very advanced in technology and innovation.
Swedish values and lifestyle appealing Germans hold a highly favourable view of Swedish people and values (1st place). Swedes and Sweden are seen as cordial, tolerant and inclusive. The Swedish lifestyle is regarded very appealing, and Sweden is widely recommended for study, work and travel. As in most other countries there is room to improve the view of Swedish food, where Sweden only ranks in 31st place.
United Kingdom Positive reputation – lower familiarity Sweden has a highly favourable reputation in the United Kingdom, ranking in 4th place among 193 countries. Compared to in many other countries, familiarity with Sweden seem to be relatively high. Sweden ranks in 18th place out of 193 countries.
Sustainability, governance and business climate key strengths The British public think Sweden makes major contributions to the green transition, ranking Sweden in 2nd place. Only Finland is perceived to invest more in green energy and technologies.
Governance is another key strength, where Sweden ranks as number 1. The country is thought to be very politically stable and is strongly associated with low corruption and high respect for law and human. As for the economy it is regarded to be very robust and stable, and Sweden is considered very easy to do business with. The very positive view of Sweden’s people and values could help. They are seen as tolerant, inclusive and trustworthy.
Sweden as a travel destination – a relative weakness Swedish culture and lifestyle are perceived to be very appealing, and Sweden is highly recommended for studies and work. At the same time there is scope for enhancing the perception of Sweden as a great place to visit. Sweden ranks in 26th place among 193 countries, which can be compared to Sweden ranking in 3rd place in Germany.
France Strong and stable reputation Sweden has a highly favourable reputation in France, ranking in 6th place among 193 countries. As in some other European countries there is scope for strenghtening familiarity with Sweden. Sweden ranks in 24th place.
Sustainability, people and business climate key strengths Sweden’s contribution to green transition is considered a major strength. Sweden is regarded to support global efforts to counter climate changes. No other country ranks higher. Sweden is also seen to act to protect the environment and ranks in 3rd place after France and Norway. Sweden’s governance as well as the educational system are regarded very robust in an international comparison, as is Sweden’s contributions in science.
Sweden is also seen as one of the most tolerant and trustworthy countries in the world, with a very appealing lifestyle. There is also a highly favourable perception of Swedish people and values. Swedes are perceived to be friendly, and French respondents stand out by thinking that Swedes are also fun.
As for the business climate, Sweden’s economy is regarded very robust and stable, and Swedish products appealing. Simultaneously, there is a little room to strengthen the perception of Sweden as a country that is easy to do business with. Sweden ranks in 14th place. A commendable position in a global comparison, but Sweden ranks among the top 10 in several other European countries, for example in Germany, Spain, Ukraine and the United Kingdom, as well as in the Nordic countries.
Sweden is seen to have a relatively strong international presence. Sweden ranks in 10th place and the French public think Sweden is helpful to other countries in need. At the same times Sweden’s diplomatic influence is considered relatively limited (21st place)
Image of Swedish culture could be strengthened Sweden is still not seen as very influential in the cultural sphere ranking 19th, but the perception of Sweden has improved compared to the two previous years. In an international comparison Sweden is not thought to offer a rich heritage, ranking in 26th place. As in most countries Swedish food hasn’t made an impression. In this regard Sweden only ranks in 66th place, lower than in 2025 (55th).
Italy Sweden has very positive reputation In Italy few other countries have a better reputation than Sweden, ranking in 2nd place out of 193 countries. As in most countries beyond Sweden’s immediate vicinity familiarity with Sweden is relatively low. Sweden ranks in 25th place among 193 countries.
Very positive profile in green transition and governance Sweden is regarded to be the country contributing the most to the green transition, by investing in green energy and building sustainable cities and transport. Sweden is also thought to have a strong governance, and to be very politically stable, secure and non-corrupt. Sweden ranks among the top 10 in all aspects.
Other strengths for Sweden are its educational system and advancements in technology and innovation, where Sweden ranks in 5th place. Sweden is also seen as a very attractive partner for business and trade. A highly favourable view on Sweden’s economy as robust and stable is of major importance. To further enhance Sweden’s appeal, the understanding of Sweden as being easy to do business with could be enhanced. Sweden ranks in 21st place.
Image of Swedish people, values and culture could be strengthened All in all, the Swedish lifestyle is seen as very appealing, and Sweden is highly recommended for studies, visits and work. Sweden’s people and values are highly favourably regarded in many aspects. They are seen as trustworthy, tolerant and inclusive. At the same time, Swedes are not seen as very friendly (51st place), generous (38th place) or fun (59th place).
There is still scope for improving the perception of Swedish culture, especially regarding food, even though the image has improved compared to last year. Sweden now ranks in 47th place compared to 73rd.
Spain Sweden has a very commendable reputation Sweden enjoys a very stable and positive reputation in Spain, ranking in 5th place. Familiarity with Sweden is not very high. Sweden ranks in 20th place out of 193 countries.
Strongest profile in sustainability, education, science and governance Sweden is robustly associated with efforts to contribute to the green transition. One example is investments in green energy and technology, where Sweden ranks in 7th place, and the establishment of sustainable cities and transport. In this regard, Sweden ranks in 2nd place. There is also a highly favourable view of Sweden’s educational system and scientific achievements, and Sweden is perceived to be one of the best governed countries in the world. Political stability and low corruption are strongly associated with Sweden, that is also regarded to be secure (9th place). Business and trade is another area of strength for Sweden. The economy is perceived to be very strong and stable and Sweden a country that is easy to do business with.
Sweden is perceived to be very helpful to countries in need, ranking in 2nd place, and to have good relations to other countries. In this regard the image of Sweden was however even more positive a couple of years ago. In 2024 Sweden ranked in 2nd place, and now in 17th place.
Some room for improvement The overall perception of Sweden’s people and values is positive, as is the view of Swedish culture. There are also aspects that could be strengthened. While Sweden and Swedish people are regarded trustworthy, tolerant and generous, and the Swedish lifestyle very appealing, Swedes are not regarded particularly friendly and fun. Sweden ranks only in 47th and 33rd place. In the cultural sphere Sweden is perceived to be influential in arts and entertainment but not offering appealing food. The image of Swedish food has however been strengthened. Sweden now ranks in 41st place, compared to 76 last year.
All in all, Sweden is regarded an excellent place to visit and is highly recommended for studies, work and investment.
Switzerland Strong reputation and high familiarity Sweden has a strong reputation in Switzerland, that seems to have deteriorated somewhat compared to last year. Sweden now ranks in 13th place among 193 countries, compared to 3rd place in 2025. Unlike in many other countries, awareness of Sweden is high, although not on the same level as in the Nordic countries.
Sustainability, education and business key strengths Sweden is seen as one of the leaders in the green transition, investing in green energy and technologies as well as in sustainable cities and transport.
Sweden is also perceived very positively in education. Sweden’s educational system is perceived to be one of the best in the world (5). Business and trade is generally a strenght, where Sweden ranks in 5th place. Sweden’s economy is perceived to be very strong and stable and Swedish products are regarded attractive. At the same time Sweden is not considered very easy to do business with, ranking in 22nd place. In this regard the image of Sweden was more positive before. As in most other countries, Sweden is not thought to hold future growth potential – something that also applies to other European countries.
Political stability, human rights as well as low corruption is also highly associated with Sweden. Sweden is also perceived as very safe and secure, and a bit more so than in 2024 and 2025. In the international arena Sweden is perceived to have commendable relations with other countries (4) and to be helpful to countries in need (12).
People and values leave some room for improvement The overall view of Sweden’s people and values is positive (15th place), but not quite as positive as in other European countries. While Sweden and Swedes are seen as very trustworthy (3) tolerant and inclusive (8) they are perceived to be less generous (40), friendly (40) and fun (69) than last year.
Contemporary Sweden appealing On an overall level Sweden ranks high in culture and is perceived to be influential in arts and entertainment. At the same time Sweden is not seen to offer good food or having a rich heritage. This is in line with Sweden usually being perceived as stronger in contemporary culture. This doesn’t seem to affect Sweden’s appeal. Sweden is regarded to have a very appealing lifestyle and is highly recommended for visit, work and investments.
Denmark Very strong reputation and high familiarity The Nordic countries have a highly favourable view of Sweden. In Denmark Sweden ranks in 4th place among 193 countries. Sweden has very few weaknesses, and familiarity with the country is naturally very high.
Sustainability, business, people and values main strengths The Danish public has a very positive view on Sweden’s contribution to the green transition. No other country is thought to invest more in green energy and technologies or focus more on sustainable cities and transport.
The perception of Sweden is also highly favourable in areas such as business and trade, governance, international relations and education and science. Sweden is regarded very easy to do business and there is a positive view of Sweden’s economy. Sweden ranks in 13th place in Denmark, compared to among the top 10 in most other European countries.
The Danish public has a very positive view on Sweden’s people and values. Attributes like trustworthiness, generosity, friendliness and tolerance are strong associations to Sweden. Swedes are also regarded to be fun, which is not always the case in other countries.
Sweden is regarded very politically stable and well-governed, and relatively secure. Denmark ranks Sweden in 32nd place on this attribute, less positive than last year. In this regard other European countries have a more positive view of Sweden than do the Nordic countries.
Food and heritage weaknesses Overall there is a positive view on Swedish culture and sports. Sweden is regarded influential in arts and entertainment and as one of the leaders in sport. At the same time, there is a lot of potential to strengthen the perception of Swedish food and heritage. Sweden ranks very low in both aspects, in 93rd and 56th place, although the image has been somewhat improved compared to last year.
All in all, Sweden is regarded an excellent place to visit. The Swedish lifestyle is seen as very appealing, and Sweden is highly recommended for visits, studies, work and investments.
Norway Very robust reputation and high familiarity The Nordic countries have a highly favourable view of Sweden. Norway is no exception, ranking Sweden in 7th place among 193 countries. Sweden has very few weaknesses, and familiarity with the country is naturally very high.
Many areas of strengths The view of Sweden’s people and values is very positive. Sweden and Swedes are perceived to be very trustworthy, generous, friendly and tolerant. Swedes are also regarded to be fun, which is relatively unusual in an international context.
Sustainability is part of Sweden’s international profile. In Norway the public thinks Sweden makes a significant contribution to the green transition. Sweden is considered to invest in green energy (7th place) and to focus on sustainable cities and transport, where it ranks in the 6th place.
Governance is another key strength for Sweden, which is perceived as very politically stable and well-governed. Sweden is perceived to be relatively secure, ranking in 38th place. In this regard the Nordic countries have a less positive view on Sweden than other European countries, and the image of Sweden was more positive last year.
Sweden is seen as a very robust partner in business and trade, and is thought to be very easy to do business with. Sweden ranks in the 1st place out of 193 countries. At the same time, just as Finland and Denmark, Norway doesn’t consider Sweden’s economy quite as robust and stable as most other European countries. On this attribute Sweden ranks in 21st place, compared to among the top 10 in most other European countries.
Sweden’s international profile as well as its education and science are areas of strength. The Norwegian public thinks Sweden has excellent international relations and is helpful to countries in need. Sweden’s educational system is also highly favourably regarded, as is Sweden’s advancements in technology and innovation.
Positive view of Swedish culture The overall perception of Swedish culture is highly favourable. Sweden is perceived to be quite influential in arts and entertainment and strong in sport. The perception of Swedish food could improve, as Sweden ranks in 40th place.
The image of Sweden as a great place to visit seems less positive than last year. Nonetheless Sweden’s lifestyle is seen as very appealing (5th place) and Sweden is highly recommended for visits, studies, work and investment.
Finland Strong reputation and high familiarity The Nordic countries have a highly favourable view of Sweden. Finland ranks Sweden in 8th place among 193 countries. The perception of Sweden is a bit more positive in Denmark and Norway, but Sweden has very few weaknesses in Finland. Familiarity with the country is naturally very high.
Sustainability and business climate two of many strengths Sweden’s contribution to the green transition is regarded to be significant. Sweden ranks in 2nd place and is perceived to act to protect the environment (5) and make in investments in green energy (3).
There is a highly favourable view of Sweden’s education and science, and Sweden is seen as a very appealing partner for trade. No other country is regarded easier to do business with. In international relations Sweden is perceived to be very helpful to countries in need and influential in diplomatic circles. Sweden is also perceived to be very politically stable, well-governed and relatively secure. When it comes to safety Sweden is however perceived more positive outside the Nordic region. On a European level Sweden ranks in 10th place, in Finland in 34th place.
On an overall level there is a highly favourable view of Swedish people and values, that are seen as very trustworthy, tolerant and inclusive. In a couple of aspects, there is a little room for improvement. Swedes are not regarded to be particularly fun (21st place) and they are not regarded to be very friendly. In the latter regard Sweden ranks in 16th place, compared to 6th and 2nd place in Norway and Denmark.
Potential to strengthen Sweden’s attractiveness as a country to visit Sweden’s culture and lifestyle is regarded very appealing, and Sweden is highly recommended for studies, work and investments. At the same time Finnish people, as well as the Norwegian public, don’t consider Sweden to be an excellent place to visit to the same extent Danes do. Sweden ranks in 31st place among 193 countries, compared to 2nd place in Denmark.
Netherlands Strong reputation and high familiarity Sweden has an excellent reputation in the Netherlands, ranking in 2nd place among 193 countries. Familiarity with Sweden is also high, although not as high as in the Nordic countries.
Sustainability, governance, people and values key strengths Sweden is perceived to be the country in the world that contributes the most to green transition. No other country is thought to do more to protect the environment, and Sweden is strongly associated with investments in green energy and sustainable cities.
Governance is another strength, where Sweden ranks in 2nd place. Sweden is highly associated with political stability, strong governance and low corruption. Sweden is also perceived to be very safe and secure, ranking in 9th place.
The view on Sweden’s people and values is also highly favourable. Sweden ranks in 1st place. The country, and its people, are regarded one of the most trustworthy, generous, tolerant and inclusive in the world. Swedes are to a lesser extent perceived to be fun, ranking in 21st place.
Business and trade are areas where Sweden is perceived very favourably. The economy is regarded very strong and stable. Sweden is also perceived to be very easy to do business with, ranking in 13th place - higher than in some other European countries.
The perception of Sweden’s international relations is also highly favourable, as is the view of Sweden’s education and science. Sweden is thought to have good relations with other countries and help countries in need. The educational system is regarded one of the best in the world. Sweden ranks in 9th place. Sweden is also seen as very advanced in technology and innovation, ranking in 2nd place. An improvement compared to last year, when Sweden ranked 15.
Strong appeal for culture and lifestyle The overall perception of Swedish culture is highly favourable, and Sweden is regarded to have a very appealing lifestyle. On this attribute Sweden ranks in 1st place. At the same time Sweden is not considered a great place to visit to the same extent as a couple of years ago. As in many other countries there is room to improve the perception of Swedish food as well of the cultural heritage. Sweden ranks in 39th and 41st place in both regards.
All in all, the image of Sweden is very positive, and the country is strongly recommended for visits, work, studies and investments.
Türkiye Positive reputation low familiarity Sweden ranks in 4th place among 193 countries, which points at a very favourable reputation. Familiarity with Sweden is lower than in some other European countries. Sweden is ranked in 24th place.
Sustainability, governance and education key strengths Sweden has many strengths in Türkiye. One of them is that Sweden is regarded to make a positive international contribution. Sweden is perceived to have very good relations with other countries, and to be helpful to countries in need.
Most of all, however, Sweden is associated with support for green transition and commendable governance. In sustainability Sweden ranks in 3rd place and is regarded to support global efforts to counter climate change as well as investing in green energy and sustainable cities. Sweden is also perceived to be one of the best governed countries in the world, ranking in 7th place. Political stability and low corruption are highly associated with Sweden. Sweden is regarded one of the safest countries in the world, ranking in 4th place.
Sweden’s educational system is perceived to be the fifth best in the world, and Sweden is thought to be very advanced in science and innovation.
On an overall level Sweden is also perceived to be very attractive in business and trade, even though the country is not seen as very easy to do business with. In this regard Sweden ranks in 34th place, an improvement compared to last year (59). In contrast, Sweden’s economy is perceived to be very strong and stable.
Mixed perception of people and values Sweden’s people and values are positively regarded in Türkiye on the overall level. Trustworthiness as well as tolerance and inclusion are robustly associated with Sweden. There is also room for improvement. Sweden and Swedes are not seen as very generous (18th place), friendly (67th place) or fun (57th place).
All the same Swedish culture is seen as appealing. There is a positive view of Sweden’s lifestyle and Sweden is seen as a great place to visit (13th place). By having a relatively strong appreciation of Swedish food Türkiye stands out in a global comparison.
The generally highly favourable view on Sweden in Türkiye makes the country robustly recommended for studies, visits, work and investments.
Ukraine Positive reputation - limited awareness Sweden has a highly favourable and stable reputation in Ukraine, ranking in 8th place among 193 countries. Familiarity with Sweden is not very high. Sweden ranks in 23rd place.
Governance and green transition key strengths Governance and a strong contribution to green transition are regarded Sweden’s main strengths. Sweden ranks in 2nd place in both regards and is thought to be very politically stable and respecting human rights. In addition, Sweden is perceived to be one of the safest countries in the world. In this regard Sweden ranks in 3rd place.
Sustainability is also strongly associated with Sweden. Sweden is believed to make investments in green energy, as well as building sustainable cities and transport.
Sweden is regarded to be a very appealing partner for trade. The economy is perceived to be very strong and stable. Sweden ranks in 7th place. Sweden is also regarded very easy to do business with, ranking in 9th place.
Mixed view on people and values Sweden’s people and values are also strengths, although Ukrainians seem to have a bit of a mixed perception. Sweden and Swedes are most of all perceived to be very trustworthy, friendly, tolerant and inclusive. At the same time, generosity is not one of the strongest associations to Sweden. Sweden ranks in 20th place. As in most countries, Swedes are not perceived to be particularly fun (59th place).
Room for some improvement in culture While there is a coherently positive view on Sweden’s capacity in education and science, there is a little room for improvement in the cultural spere. Sweden is mainly associated with cultural influence and a rich heritage, and not with good food.
All in all, the image of Sweden is very positive. The Swedish lifestyle is seen as very appealing, and Sweden is strongly recommended for visits, work, studies and investments.
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"children": "Sweden has long-standing and close relations with countries in Europe. Trade, tourism, culture exchange and other people-to-people relations tie the countries together. Since the mid 90’s relations have been strengthened through the European Union. In recent years, Russia’s war of aggression against Ukraine and Sweden’s accession to NATO have further consolidated bonds between Sweden and many European countries."
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"children": "The perception of Swedish people is very favourable in many aspects. Trustworthiness is highly connected with Swedish people, that are generally regarded quite generous. Switzerland and Italy are less positive in that regard, ranking Sweden in 40th and 38th place. Türkiye is also, together with Italy and Spain, among a few countries that don’t consider Swedes as being particularly friendly. Only Nordic countries and Germany think of Swedes as being fun."
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"children": "On the international arena Switzerland is regarded to be more influential in diplomatic circles, whereas Sweden is perceived to be more helpful to countries in need. Switzerland as well as the Nordic countries are regarded to be very strong in education and science. Sweden holds a slightly stronger position than the other countries. In business and trade Switzerland has the most positive profile, followed by Sweden. Swiss products seem to be more well known, but the country is considered less easy to do business with than Sweden, Denmark and Norway. "
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"children": "Governance is an area of strength for all countries, where Switzerland is perceived to be even more well-governed and politically stable. Switzerland, as well as Norway, Finland and Denmark are perceived to be safer than Sweden, but on a regional level the perception of all countries is highly favourable in this regard. "
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"children": "In sustainability, as well as in relation to people and values, Sweden has a clearly more positive profile than Switzerland. Swedes are regarded more generous, friendly, fun, as well as more tolerant and inclusive. Sweden also has a slightly more positive profile in culture, ranking higher than Switzerland: 11 compared to 15. "
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"children": "One of Sweden’s many strengths in Germany is Sweden’s contribution to the green transition. Governance is another key strength. Sweden is strongly associated with political stability as well as low corruption. Sweden is also regarded one of the safest countries in the world, ranking in 10th place."
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{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is also perceived to be a very appealing partner for business and trade. The Swedish economy is perceived to be very robust and stable. As in other European countries, Sweden is considered very easy to do business with, ranking in 7th place among 193 countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s educational system is perceived as being the best in the world, and Sweden is regarded to be very advanced in technology and innovation."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Swedish values and lifestyle appealing"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Germans hold a highly favourable view of Swedish people and values (1st place). Swedes and Sweden are seen as cordial, tolerant and inclusive. The Swedish lifestyle is regarded very appealing, and Sweden is widely recommended for study, work and travel. As in most other countries there is room to improve the view of Swedish food, where Sweden only ranks in 31st place."
}
]
},
{
"type": "section",
"anchorId": "united-kingdom",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "United Kingdom"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Positive reputation – lower familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has a highly favourable reputation in the United Kingdom, ranking in 4th place among 193 countries. Compared to in many other countries, familiarity with Sweden seem to be relatively high. Sweden ranks in 18th place out of 193 countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, governance and business climate key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The British public think Sweden makes major contributions to the green transition, ranking Sweden in 2nd place. Only Finland is perceived to invest more in green energy and technologies."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Governance is another key strength, where Sweden ranks as number 1. The country is thought to be very politically stable and is strongly associated with low corruption and high respect for law and human. As for the economy it is regarded to be very robust and stable, and Sweden is considered very easy to do business with. The very positive view of Sweden’s people and values could help. They are seen as tolerant, inclusive and trustworthy."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden as a travel destination – a relative weakness"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Swedish culture and lifestyle are perceived to be very appealing, and Sweden is highly recommended for studies and work. At the same time there is scope for enhancing the perception of Sweden as a great place to visit. Sweden ranks in 26th place among 193 countries, which can be compared to Sweden ranking in 3rd place in Germany."
}
]
},
{
"type": "section",
"anchorId": "france",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "France"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong and stable reputation"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has a highly favourable reputation in France, ranking in 6th place among 193 countries. As in some other European countries there is scope for strenghtening familiarity with Sweden. Sweden ranks in 24th place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, people and business climate key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s contribution to green transition is considered a major strength. Sweden is regarded to support global efforts to counter climate changes. No other country ranks higher. Sweden is also seen to act to protect the environment and ranks in 3rd place after France and Norway. Sweden’s governance as well as the educational system are regarded very robust in an international comparison, as is Sweden’s contributions in science."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is also seen as one of the most tolerant and trustworthy countries in the world, with a very appealing lifestyle. There is also a highly favourable perception of Swedish people and values. Swedes are perceived to be friendly, and French respondents stand out by thinking that Swedes are also fun."
},
{
"type": "paragraph",
"anchorId": "",
"children": "As for the business climate, Sweden’s economy is regarded very robust and stable, and Swedish products appealing. Simultaneously, there is a little room to strengthen the perception of Sweden as a country that is easy to do business with. Sweden ranks in 14th place. A commendable position in a global comparison, but Sweden ranks among the top 10 in several other European countries, for example in Germany, Spain, Ukraine and the United Kingdom, as well as in the Nordic countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is seen to have a relatively strong international presence. Sweden ranks in 10th place and the French public think Sweden is helpful to other countries in need. At the same times Sweden’s diplomatic influence is considered relatively limited (21st place)"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Image of Swedish culture could be strengthened"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is still not seen as very influential in the cultural sphere ranking 19th, but the perception of Sweden has improved compared to the two previous years. In an international comparison Sweden is not thought to offer a rich heritage, ranking in 26th place. As in most countries Swedish food hasn’t made an impression. In this regard Sweden only ranks in 66th place, lower than in 2025 (55th)."
}
]
},
{
"type": "section",
"anchorId": "italy",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Italy"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden has very positive reputation"
},
{
"type": "paragraph",
"anchorId": "",
"children": "In Italy few other countries have a better reputation than Sweden, ranking in 2nd place out of 193 countries. As in most countries beyond Sweden’s immediate vicinity familiarity with Sweden is relatively low. Sweden ranks in 25th place among 193 countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Very positive profile in green transition and governance"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is regarded to be the country contributing the most to the green transition, by investing in green energy and building sustainable cities and transport. Sweden is also thought to have a strong governance, and to be very politically stable, secure and non-corrupt. Sweden ranks among the top 10 in all aspects."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Other strengths for Sweden are its educational system and advancements in technology and innovation, where Sweden ranks in 5th place. Sweden is also seen as a very attractive partner for business and trade. A highly favourable view on Sweden’s economy as robust and stable is of major importance. To further enhance Sweden’s appeal, the understanding of Sweden as being easy to do business with could be enhanced. Sweden ranks in 21st place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Image of Swedish people, values and culture could be strengthened"
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, the Swedish lifestyle is seen as very appealing, and Sweden is highly recommended for studies, visits and work. Sweden’s people and values are highly favourably regarded in many aspects. They are seen as trustworthy, tolerant and inclusive. At the same time, Swedes are not seen as very friendly (51st place), generous (38th place) or fun (59th place)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "There is still scope for improving the perception of Swedish culture, especially regarding food, even though the image has improved compared to last year. Sweden now ranks in 47th place compared to 73rd."
}
]
},
{
"type": "section",
"anchorId": "spain",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Spain"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden has a very commendable reputation "
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden enjoys a very stable and positive reputation in Spain, ranking in 5th place. Familiarity with Sweden is not very high. Sweden ranks in 20th place out of 193 countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strongest profile in sustainability, education, science and governance"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is robustly associated with efforts to contribute to the green transition. One example is investments in green energy and technology, where Sweden ranks in 7th place, and the establishment of sustainable cities and transport. In this regard, Sweden ranks in 2nd place. There is also a highly favourable view of Sweden’s educational system and scientific achievements, and Sweden is perceived to be one of the best governed countries in the world. Political stability and low corruption are strongly associated with Sweden, that is also regarded to be secure (9th place). Business and trade is another area of strength for Sweden. The economy is perceived to be very strong and stable and Sweden a country that is easy to do business with."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is perceived to be very helpful to countries in need, ranking in 2nd place, and to have good relations to other countries. In this regard the image of Sweden was however even more positive a couple of years ago. In 2024 Sweden ranked in 2nd place, and now in 17th place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Some room for improvement"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The overall perception of Sweden’s people and values is positive, as is the view of Swedish culture. There are also aspects that could be strengthened. While Sweden and Swedish people are regarded trustworthy, tolerant and generous, and the Swedish lifestyle very appealing, Swedes are not regarded particularly friendly and fun. Sweden ranks only in 47th and 33rd place. In the cultural sphere Sweden is perceived to be influential in arts and entertainment but not offering appealing food. The image of Swedish food has however been strengthened. Sweden now ranks in 41st place, compared to 76 last year."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, Sweden is regarded an excellent place to visit and is highly recommended for studies, work and investment."
}
]
},
{
"type": "section",
"anchorId": "switzerland",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Switzerland"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has a strong reputation in Switzerland, that seems to have deteriorated somewhat compared to last year. Sweden now ranks in 13th place among 193 countries, compared to 3rd place in 2025. Unlike in many other countries, awareness of Sweden is high, although not on the same level as in the Nordic countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, education and business key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is seen as one of the leaders in the green transition, investing in green energy and technologies as well as in sustainable cities and transport."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is also perceived very positively in education. Sweden’s educational system is perceived to be one of the best in the world (5). Business and trade is generally a strenght, where Sweden ranks in 5th place. Sweden’s economy is perceived to be very strong and stable and Swedish products are regarded attractive. At the same time Sweden is not considered very easy to do business with, ranking in 22nd place. In this regard the image of Sweden was more positive before. As in most other countries, Sweden is not thought to hold future growth potential – something that also applies to other European countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Political stability, human rights as well as low corruption is also highly associated with Sweden. Sweden is also perceived as very safe and secure, and a bit more so than in 2024 and 2025. In the international arena Sweden is perceived to have commendable relations with other countries (4) and to be helpful to countries in need (12)."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "People and values leave some room for improvement"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The overall view of Sweden’s people and values is positive (15th place), but not quite as positive as in other European countries. While Sweden and Swedes are seen as very trustworthy (3) tolerant and inclusive (8) they are perceived to be less generous (40), friendly (40) and fun (69) than last year."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Contemporary Sweden appealing"
},
{
"type": "paragraph",
"anchorId": "",
"children": "On an overall level Sweden ranks high in culture and is perceived to be influential in arts and entertainment. At the same time Sweden is not seen to offer good food or having a rich heritage. This is in line with Sweden usually being perceived as stronger in contemporary culture. This doesn’t seem to affect Sweden’s appeal. Sweden is regarded to have a very appealing lifestyle and is highly recommended for visit, work and investments."
}
]
},
{
"type": "section",
"anchorId": "denmark",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Denmark"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Very strong reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Nordic countries have a highly favourable view of Sweden. In Denmark Sweden ranks in 4th place among 193 countries. Sweden has very few weaknesses, and familiarity with the country is naturally very high."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, business, people and values main strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Danish public has a very positive view on Sweden’s contribution to the green transition. No other country is thought to invest more in green energy and technologies or focus more on sustainable cities and transport."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The perception of Sweden is also highly favourable in areas such as business and trade, governance, international relations and education and science. Sweden is regarded very easy to do business and there is a positive view of Sweden’s economy. Sweden ranks in 13th place in Denmark, compared to among the top 10 in most other European countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Danish public has a very positive view on Sweden’s people and values. Attributes like trustworthiness, generosity, friendliness and tolerance are strong associations to Sweden. Swedes are also regarded to be fun, which is not always the case in other countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is regarded very politically stable and well-governed, and relatively secure. Denmark ranks Sweden in 32nd place on this attribute, less positive than last year. In this regard other European countries have a more positive view of Sweden than do the Nordic countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Food and heritage weaknesses"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Overall there is a positive view on Swedish culture and sports. Sweden is regarded influential in arts and entertainment and as one of the leaders in sport. At the same time, there is a lot of potential to strengthen the perception of Swedish food and heritage. Sweden ranks very low in both aspects, in 93rd and 56th place, although the image has been somewhat improved compared to last year."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, Sweden is regarded an excellent place to visit. The Swedish lifestyle is seen as very appealing, and Sweden is highly recommended for visits, studies, work and investments."
}
]
},
{
"type": "section",
"anchorId": "norway",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Norway"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Very robust reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Nordic countries have a highly favourable view of Sweden. Norway is no exception, ranking Sweden in 7th place among 193 countries. Sweden has very few weaknesses, and familiarity with the country is naturally very high."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Many areas of strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The view of Sweden’s people and values is very positive. Sweden and Swedes are perceived to be very trustworthy, generous, friendly and tolerant. Swedes are also regarded to be fun, which is relatively unusual in an international context."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sustainability is part of Sweden’s international profile. In Norway the public thinks Sweden makes a significant contribution to the green transition. Sweden is considered to invest in green energy (7th place) and to focus on sustainable cities and transport, where it ranks in the 6th place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Governance is another key strength for Sweden, which is perceived as very politically stable and well-governed. Sweden is perceived to be relatively secure, ranking in 38th place. In this regard the Nordic countries have a less positive view on Sweden than other European countries, and the image of Sweden was more positive last year."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is seen as a very robust partner in business and trade, and is thought to be very easy to do business with. Sweden ranks in the 1st place out of 193 countries. At the same time, just as Finland and Denmark, Norway doesn’t consider Sweden’s economy quite as robust and stable as most other European countries. On this attribute Sweden ranks in 21st place, compared to among the top 10 in most other European countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s international profile as well as its education and science are areas of strength. The Norwegian public thinks Sweden has excellent international relations and is helpful to countries in need. Sweden’s educational system is also highly favourably regarded, as is Sweden’s advancements in technology and innovation."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Positive view of Swedish culture"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The overall perception of Swedish culture is highly favourable. Sweden is perceived to be quite influential in arts and entertainment and strong in sport. The perception of Swedish food could improve, as Sweden ranks in 40th place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The image of Sweden as a great place to visit seems less positive than last year. Nonetheless Sweden’s lifestyle is seen as very appealing (5th place) and Sweden is highly recommended for visits, studies, work and investment."
}
]
},
{
"type": "section",
"anchorId": "finland",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Finland"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Nordic countries have a highly favourable view of Sweden. Finland ranks Sweden in 8th place among 193 countries. The perception of Sweden is a bit more positive in Denmark and Norway, but Sweden has very few weaknesses in Finland. Familiarity with the country is naturally very high."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability and business climate two of many strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s contribution to the green transition is regarded to be significant. Sweden ranks in 2nd place and is perceived to act to protect the environment (5) and make in investments in green energy (3)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "There is a highly favourable view of Sweden’s education and science, and Sweden is seen as a very appealing partner for trade. No other country is regarded easier to do business with. In international relations Sweden is perceived to be very helpful to countries in need and influential in diplomatic circles. Sweden is also perceived to be very politically stable, well-governed and relatively secure. When it comes to safety Sweden is however perceived more positive outside the Nordic region. On a European level Sweden ranks in 10th place, in Finland in 34th place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "On an overall level there is a highly favourable view of Swedish people and values, that are seen as very trustworthy, tolerant and inclusive. In a couple of aspects, there is a little room for improvement. Swedes are not regarded to be particularly fun (21st place) and they are not regarded to be very friendly. In the latter regard Sweden ranks in 16th place, compared to 6th and 2nd place in Norway and Denmark."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Potential to strengthen Sweden’s attractiveness as a country to visit"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s culture and lifestyle is regarded very appealing, and Sweden is highly recommended for studies, work and investments. At the same time Finnish people, as well as the Norwegian public, don’t consider Sweden to be an excellent place to visit to the same extent Danes do. Sweden ranks in 31st place among 193 countries, compared to 2nd place in Denmark."
}
]
},
{
"type": "section",
"anchorId": "netherlands",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Netherlands"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has an excellent reputation in the Netherlands, ranking in 2nd place among 193 countries. Familiarity with Sweden is also high, although not as high as in the Nordic countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, governance, people and values key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is perceived to be the country in the world that contributes the most to green transition. No other country is thought to do more to protect the environment, and Sweden is strongly associated with investments in green energy and sustainable cities."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Governance is another strength, where Sweden ranks in 2nd place. Sweden is highly associated with political stability, strong governance and low corruption. Sweden is also perceived to be very safe and secure, ranking in 9th place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The view on Sweden’s people and values is also highly favourable. Sweden ranks in 1st place. The country, and its people, are regarded one of the most trustworthy, generous, tolerant and inclusive in the world. Swedes are to a lesser extent perceived to be fun, ranking in 21st place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Business and trade are areas where Sweden is perceived very favourably. The economy is regarded very strong and stable. Sweden is also perceived to be very easy to do business with, ranking in 13th place - higher than in some other European countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The perception of Sweden’s international relations is also highly favourable, as is the view of Sweden’s education and science. Sweden is thought to have good relations with other countries and help countries in need. The educational system is regarded one of the best in the world. Sweden ranks in 9th place. Sweden is also seen as very advanced in technology and innovation, ranking in 2nd place. An improvement compared to last year, when Sweden ranked 15."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong appeal for culture and lifestyle"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The overall perception of Swedish culture is highly favourable, and Sweden is regarded to have a very appealing lifestyle. On this attribute Sweden ranks in 1st place. At the same time Sweden is not considered a great place to visit to the same extent as a couple of years ago. As in many other countries there is room to improve the perception of Swedish food as well of the cultural heritage. Sweden ranks in 39th and 41st place in both regards."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, the image of Sweden is very positive, and the country is strongly recommended for visits, work, studies and investments."
}
]
},
{
"type": "section",
"anchorId": "türkiye",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Türkiye"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Positive reputation low familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden ranks in 4th place among 193 countries, which points at a very favourable reputation. Familiarity with Sweden is lower than in some other European countries. Sweden is ranked in 24th place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, governance and education key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has many strengths in Türkiye. One of them is that Sweden is regarded to make a positive international contribution. Sweden is perceived to have very good relations with other countries, and to be helpful to countries in need."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Most of all, however, Sweden is associated with support for green transition and commendable governance. In sustainability Sweden ranks in 3rd place and is regarded to support global efforts to counter climate change as well as investing in green energy and sustainable cities. Sweden is also perceived to be one of the best governed countries in the world, ranking in 7th place. Political stability and low corruption are highly associated with Sweden. Sweden is regarded one of the safest countries in the world, ranking in 4th place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s educational system is perceived to be the fifth best in the world, and Sweden is thought to be very advanced in science and innovation."
},
{
"type": "paragraph",
"anchorId": "",
"children": "On an overall level Sweden is also perceived to be very attractive in business and trade, even though the country is not seen as very easy to do business with. In this regard Sweden ranks in 34th place, an improvement compared to last year (59). In contrast, Sweden’s economy is perceived to be very strong and stable."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Mixed perception of people and values"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s people and values are positively regarded in Türkiye on the overall level. Trustworthiness as well as tolerance and inclusion are robustly associated with Sweden. There is also room for improvement. Sweden and Swedes are not seen as very generous (18th place), friendly (67th place) or fun (57th place)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All the same Swedish culture is seen as appealing. There is a positive view of Sweden’s lifestyle and Sweden is seen as a great place to visit (13th place). By having a relatively strong appreciation of Swedish food Türkiye stands out in a global comparison."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The generally highly favourable view on Sweden in Türkiye makes the country robustly recommended for studies, visits, work and investments."
}
]
},
{
"type": "section",
"anchorId": "ukraine",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Ukraine"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Positive reputation - limited awareness"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has a highly favourable and stable reputation in Ukraine, ranking in 8th place among 193 countries. Familiarity with Sweden is not very high. Sweden ranks in 23rd place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Governance and green transition key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Governance and a strong contribution to green transition are regarded Sweden’s main strengths. Sweden ranks in 2nd place in both regards and is thought to be very politically stable and respecting human rights. In addition, Sweden is perceived to be one of the safest countries in the world. In this regard Sweden ranks in 3rd place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sustainability is also strongly associated with Sweden. Sweden is believed to make investments in green energy, as well as building sustainable cities and transport."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is regarded to be a very appealing partner for trade. The economy is perceived to be very strong and stable. Sweden ranks in 7th place. Sweden is also regarded very easy to do business with, ranking in 9th place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Mixed view on people and values"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s people and values are also strengths, although Ukrainians seem to have a bit of a mixed perception. Sweden and Swedes are most of all perceived to be very trustworthy, friendly, tolerant and inclusive. At the same time, generosity is not one of the strongest associations to Sweden. Sweden ranks in 20th place. As in most countries, Swedes are not perceived to be particularly fun (59th place)."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Room for some improvement in culture"
},
{
"type": "paragraph",
"anchorId": "",
"children": "While there is a coherently positive view on Sweden’s capacity in education and science, there is a little room for improvement in the cultural spere. Sweden is mainly associated with cultural influence and a rich heritage, and not with good food."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, the image of Sweden is very positive. The Swedish lifestyle is seen as very appealing, and Sweden is strongly recommended for visits, work, studies and investments."
}
]
}
],
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}
],
"blocks": [
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"left": [],
"right": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Sweden and other countries in Europe"
},
{
"type": "preamble",
"anchorId": "",
"children": [
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has long-standing and close relations with countries in Europe. Trade, tourism, culture exchange and other people-to-people relations tie the countries together. Since the mid 90’s relations have been strengthened through the European Union. In recent years, Russia’s war of aggression against Ukraine and Sweden’s accession to NATO have further consolidated bonds between Sweden and many European countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The information on this page is about a selected number of countries and is based on the international survey Global Soft Power Index (GSPI). <a href=\"https://sharingsweden.se/the-sweden-brand/the-image-of-sweden-abroad/global-soft-power-index-2026\">More about GSPI 2026 and the image of Sweden</a>"
},
{
"type": "paragraph",
"anchorId": "",
"children": "If you have any questions, please contact Cecilia Andrae at cecilia.andrae@si.se"
}
]
},
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"href": "#reputation ",
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"title": "Comparison with other countries "
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"title": "Türkiye"
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"children": [
{
"type": "heading",
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"h2": true,
"children": "<strong>Sweden’s reputation</strong> "
},
{
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"anchorId": "",
"children": "Sweden’s reputation among Europeans is very positive and stable. Sweden ranks in 4th place out of 193 countries. Sweden’s reputation is only more positive in North America (2nd place).The most positive view of Sweden is found in Germany, Italy, Netherlands and Denmark, where only one or two other countries has a more positive reputation."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Familiarity with Sweden is higher in Europe than in other parts of the world. A closer look at some selected countries shows that familiarity with Sweden is highest in the Nordic countries. In countries such as Türkiye, France, Spain, Ukraine and Italy familiarity is relatively low. "
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, Sweden is regarded to have a very appealing lifestyle and is seen as attractive for investments, studies and work. "
}
]
},
{
"type": "section",
"anchorId": "strengths-and-weaknesses",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Sweden’s strengths and weaknesses"
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"type": "paragraph",
"anchorId": "",
"children": "In Europe, Sweden has a very positive profile in green transition, people, values and governance. Sweden is also regarded a very attractive partner for business."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden’s main strengths"
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{
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"children": "Sustainability is one of Sweden’s strongest profile areas in other countries. In Europe Sweden is regarded to be the country – among 193 countries – that contributes the most to green transition. The country is perceived to act to protect the environment and invest in green energy and technologies. Sweden is also regarded to support global efforts to counter climate changes."
},
{
"type": "paragraph",
"anchorId": "",
"children": "In governance Switzerland and Norway rank higher than Sweden, but Sweden is perceived as very politically stable, well-governed and as a country respecting the rule of law and human rights. Sweden is also generally perceived to be safe and secure. Among Sweden’s Nordic neighbours the perception of Sweden in this regard is not quite as positive as in other European countries. Sweden ranks among the 40 highest ranked countries compared to top 10 at a European level."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is regarded a very attractive partner for business and trade. The Swedish economy is generally perceived to be one of the strongest and most stable in the world – an important feature for attraction. The Nordic countries also rank Sweden high in an international comparison, but lower than in other parts of Europe. In Türkiye, Switzerland and Italy there is scope for enhancing the perception of Sweden as a country that is easy to do business with."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Quality education and culture also associated with Sweden"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Education and science are long-standing strong features for Sweden. Sweden ranks among the top 10 countries and is perceived to offer high-quality education and robust capabilities in research and innovation."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Unlike in other parts of the world, there is an overall positive perception of Swedish culture. Several European countries consider Sweden to be influential in arts and entertainment, and the Swedish lifestyle is found very appealing. Contributing factors could be a higher level of awareness about Sweden, as well as close relations. Food is an area where there is room for improvement."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Weaknesses in some countries"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The perception of Swedish people is very favourable in many aspects. Trustworthiness is highly connected with Swedish people, that are generally regarded quite generous. Switzerland and Italy are less positive in that regard, ranking Sweden in 40th and 38th place. Türkiye is also, together with Italy and Spain, among a few countries that don’t consider Swedes as being particularly friendly. Only Nordic countries and Germany think of Swedes as being fun."
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]
},
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{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "<strong>Sweden in comparison with other countries</strong> "
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{
"type": "paragraph",
"anchorId": "",
"children": "A comparison between the perception of Switzerland and the Nordic countries shows that all countries have similar profiles. However, on an overall level Switzerland has a more positive reputation and is more well known. Among the Nordic countries, Sweden has the most positive reputation and is most well-known. In some areas Sweden has a more positive profile than Switzerland. "
},
{
"type": "paragraph",
"anchorId": "",
"children": "On the international arena Switzerland is regarded to be more influential in diplomatic circles, whereas Sweden is perceived to be more helpful to countries in need. Switzerland as well as the Nordic countries are regarded to be very strong in education and science. Sweden holds a slightly stronger position than the other countries. In business and trade Switzerland has the most positive profile, followed by Sweden. Swiss products seem to be more well known, but the country is considered less easy to do business with than Sweden, Denmark and Norway. "
},
{
"type": "paragraph",
"anchorId": "",
"children": "Governance is an area of strength for all countries, where Switzerland is perceived to be even more well-governed and politically stable. Switzerland, as well as Norway, Finland and Denmark are perceived to be safer than Sweden, but on a regional level the perception of all countries is highly favourable in this regard. "
},
{
"type": "paragraph",
"anchorId": "",
"children": "In sustainability, as well as in relation to people and values, Sweden has a clearly more positive profile than Switzerland. Swedes are regarded more generous, friendly, fun, as well as more tolerant and inclusive. Sweden also has a slightly more positive profile in culture, ranking higher than Switzerland: 11 compared to 15. "
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]
},
{
"type": "section",
"anchorId": "germany",
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{
"type": "heading",
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"h2": true,
"children": "Germany"
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{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Germany is one of the countries in the world with the most positive attitude towards Sweden. Only Switzerland has a more positive reputation in Germany. Familiarity with Sweden is also high, although Sweden is not as well-known as in the Nordic countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden – a sustainable, stable and appealing partner for business"
},
{
"type": "paragraph",
"anchorId": "",
"children": "One of Sweden’s many strengths in Germany is Sweden’s contribution to the green transition. Governance is another key strength. Sweden is strongly associated with political stability as well as low corruption. Sweden is also regarded one of the safest countries in the world, ranking in 10th place."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is also perceived to be a very appealing partner for business and trade. The Swedish economy is perceived to be very robust and stable. As in other European countries, Sweden is considered very easy to do business with, ranking in 7th place among 193 countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s educational system is perceived as being the best in the world, and Sweden is regarded to be very advanced in technology and innovation."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Swedish values and lifestyle appealing"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Germans hold a highly favourable view of Swedish people and values (1st place). Swedes and Sweden are seen as cordial, tolerant and inclusive. The Swedish lifestyle is regarded very appealing, and Sweden is widely recommended for study, work and travel. As in most other countries there is room to improve the view of Swedish food, where Sweden only ranks in 31st place."
}
]
},
{
"type": "section",
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{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "United Kingdom"
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{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Positive reputation – lower familiarity"
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{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has a highly favourable reputation in the United Kingdom, ranking in 4th place among 193 countries. Compared to in many other countries, familiarity with Sweden seem to be relatively high. Sweden ranks in 18th place out of 193 countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, governance and business climate key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The British public think Sweden makes major contributions to the green transition, ranking Sweden in 2nd place. Only Finland is perceived to invest more in green energy and technologies."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Governance is another key strength, where Sweden ranks as number 1. The country is thought to be very politically stable and is strongly associated with low corruption and high respect for law and human. As for the economy it is regarded to be very robust and stable, and Sweden is considered very easy to do business with. The very positive view of Sweden’s people and values could help. They are seen as tolerant, inclusive and trustworthy."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden as a travel destination – a relative weakness"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Swedish culture and lifestyle are perceived to be very appealing, and Sweden is highly recommended for studies and work. At the same time there is scope for enhancing the perception of Sweden as a great place to visit. Sweden ranks in 26th place among 193 countries, which can be compared to Sweden ranking in 3rd place in Germany."
}
]
},
{
"type": "section",
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"h2": true,
"children": "France"
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{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong and stable reputation"
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{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has a highly favourable reputation in France, ranking in 6th place among 193 countries. As in some other European countries there is scope for strenghtening familiarity with Sweden. Sweden ranks in 24th place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, people and business climate key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden’s contribution to green transition is considered a major strength. Sweden is regarded to support global efforts to counter climate changes. No other country ranks higher. Sweden is also seen to act to protect the environment and ranks in 3rd place after France and Norway. Sweden’s governance as well as the educational system are regarded very robust in an international comparison, as is Sweden’s contributions in science."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is also seen as one of the most tolerant and trustworthy countries in the world, with a very appealing lifestyle. There is also a highly favourable perception of Swedish people and values. Swedes are perceived to be friendly, and French respondents stand out by thinking that Swedes are also fun."
},
{
"type": "paragraph",
"anchorId": "",
"children": "As for the business climate, Sweden’s economy is regarded very robust and stable, and Swedish products appealing. Simultaneously, there is a little room to strengthen the perception of Sweden as a country that is easy to do business with. Sweden ranks in 14th place. A commendable position in a global comparison, but Sweden ranks among the top 10 in several other European countries, for example in Germany, Spain, Ukraine and the United Kingdom, as well as in the Nordic countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is seen to have a relatively strong international presence. Sweden ranks in 10th place and the French public think Sweden is helpful to other countries in need. At the same times Sweden’s diplomatic influence is considered relatively limited (21st place)"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Image of Swedish culture could be strengthened"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is still not seen as very influential in the cultural sphere ranking 19th, but the perception of Sweden has improved compared to the two previous years. In an international comparison Sweden is not thought to offer a rich heritage, ranking in 26th place. As in most countries Swedish food hasn’t made an impression. In this regard Sweden only ranks in 66th place, lower than in 2025 (55th)."
}
]
},
{
"type": "section",
"anchorId": "italy",
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{
"type": "heading",
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"h2": true,
"children": "Italy"
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{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden has very positive reputation"
},
{
"type": "paragraph",
"anchorId": "",
"children": "In Italy few other countries have a better reputation than Sweden, ranking in 2nd place out of 193 countries. As in most countries beyond Sweden’s immediate vicinity familiarity with Sweden is relatively low. Sweden ranks in 25th place among 193 countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Very positive profile in green transition and governance"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is regarded to be the country contributing the most to the green transition, by investing in green energy and building sustainable cities and transport. Sweden is also thought to have a strong governance, and to be very politically stable, secure and non-corrupt. Sweden ranks among the top 10 in all aspects."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Other strengths for Sweden are its educational system and advancements in technology and innovation, where Sweden ranks in 5th place. Sweden is also seen as a very attractive partner for business and trade. A highly favourable view on Sweden’s economy as robust and stable is of major importance. To further enhance Sweden’s appeal, the understanding of Sweden as being easy to do business with could be enhanced. Sweden ranks in 21st place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Image of Swedish people, values and culture could be strengthened"
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, the Swedish lifestyle is seen as very appealing, and Sweden is highly recommended for studies, visits and work. Sweden’s people and values are highly favourably regarded in many aspects. They are seen as trustworthy, tolerant and inclusive. At the same time, Swedes are not seen as very friendly (51st place), generous (38th place) or fun (59th place)."
},
{
"type": "paragraph",
"anchorId": "",
"children": "There is still scope for improving the perception of Swedish culture, especially regarding food, even though the image has improved compared to last year. Sweden now ranks in 47th place compared to 73rd."
}
]
},
{
"type": "section",
"anchorId": "spain",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Spain"
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{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sweden has a very commendable reputation "
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden enjoys a very stable and positive reputation in Spain, ranking in 5th place. Familiarity with Sweden is not very high. Sweden ranks in 20th place out of 193 countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strongest profile in sustainability, education, science and governance"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is robustly associated with efforts to contribute to the green transition. One example is investments in green energy and technology, where Sweden ranks in 7th place, and the establishment of sustainable cities and transport. In this regard, Sweden ranks in 2nd place. There is also a highly favourable view of Sweden’s educational system and scientific achievements, and Sweden is perceived to be one of the best governed countries in the world. Political stability and low corruption are strongly associated with Sweden, that is also regarded to be secure (9th place). Business and trade is another area of strength for Sweden. The economy is perceived to be very strong and stable and Sweden a country that is easy to do business with."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is perceived to be very helpful to countries in need, ranking in 2nd place, and to have good relations to other countries. In this regard the image of Sweden was however even more positive a couple of years ago. In 2024 Sweden ranked in 2nd place, and now in 17th place."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Some room for improvement"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The overall perception of Sweden’s people and values is positive, as is the view of Swedish culture. There are also aspects that could be strengthened. While Sweden and Swedish people are regarded trustworthy, tolerant and generous, and the Swedish lifestyle very appealing, Swedes are not regarded particularly friendly and fun. Sweden ranks only in 47th and 33rd place. In the cultural sphere Sweden is perceived to be influential in arts and entertainment but not offering appealing food. The image of Swedish food has however been strengthened. Sweden now ranks in 41st place, compared to 76 last year."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, Sweden is regarded an excellent place to visit and is highly recommended for studies, work and investment."
}
]
},
{
"type": "section",
"anchorId": "switzerland",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Switzerland"
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{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Strong reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden has a strong reputation in Switzerland, that seems to have deteriorated somewhat compared to last year. Sweden now ranks in 13th place among 193 countries, compared to 3rd place in 2025. Unlike in many other countries, awareness of Sweden is high, although not on the same level as in the Nordic countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, education and business key strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is seen as one of the leaders in the green transition, investing in green energy and technologies as well as in sustainable cities and transport."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is also perceived very positively in education. Sweden’s educational system is perceived to be one of the best in the world (5). Business and trade is generally a strenght, where Sweden ranks in 5th place. Sweden’s economy is perceived to be very strong and stable and Swedish products are regarded attractive. At the same time Sweden is not considered very easy to do business with, ranking in 22nd place. In this regard the image of Sweden was more positive before. As in most other countries, Sweden is not thought to hold future growth potential – something that also applies to other European countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Political stability, human rights as well as low corruption is also highly associated with Sweden. Sweden is also perceived as very safe and secure, and a bit more so than in 2024 and 2025. In the international arena Sweden is perceived to have commendable relations with other countries (4) and to be helpful to countries in need (12)."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "People and values leave some room for improvement"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The overall view of Sweden’s people and values is positive (15th place), but not quite as positive as in other European countries. While Sweden and Swedes are seen as very trustworthy (3) tolerant and inclusive (8) they are perceived to be less generous (40), friendly (40) and fun (69) than last year."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Contemporary Sweden appealing"
},
{
"type": "paragraph",
"anchorId": "",
"children": "On an overall level Sweden ranks high in culture and is perceived to be influential in arts and entertainment. At the same time Sweden is not seen to offer good food or having a rich heritage. This is in line with Sweden usually being perceived as stronger in contemporary culture. This doesn’t seem to affect Sweden’s appeal. Sweden is regarded to have a very appealing lifestyle and is highly recommended for visit, work and investments."
}
]
},
{
"type": "section",
"anchorId": "denmark",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Denmark"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Very strong reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Nordic countries have a highly favourable view of Sweden. In Denmark Sweden ranks in 4th place among 193 countries. Sweden has very few weaknesses, and familiarity with the country is naturally very high."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Sustainability, business, people and values main strengths"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Danish public has a very positive view on Sweden’s contribution to the green transition. No other country is thought to invest more in green energy and technologies or focus more on sustainable cities and transport."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The perception of Sweden is also highly favourable in areas such as business and trade, governance, international relations and education and science. Sweden is regarded very easy to do business and there is a positive view of Sweden’s economy. Sweden ranks in 13th place in Denmark, compared to among the top 10 in most other European countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Danish public has a very positive view on Sweden’s people and values. Attributes like trustworthiness, generosity, friendliness and tolerance are strong associations to Sweden. Swedes are also regarded to be fun, which is not always the case in other countries."
},
{
"type": "paragraph",
"anchorId": "",
"children": "Sweden is regarded very politically stable and well-governed, and relatively secure. Denmark ranks Sweden in 32nd place on this attribute, less positive than last year. In this regard other European countries have a more positive view of Sweden than do the Nordic countries."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Food and heritage weaknesses"
},
{
"type": "paragraph",
"anchorId": "",
"children": "Overall there is a positive view on Swedish culture and sports. Sweden is regarded influential in arts and entertainment and as one of the leaders in sport. At the same time, there is a lot of potential to strengthen the perception of Swedish food and heritage. Sweden ranks very low in both aspects, in 93rd and 56th place, although the image has been somewhat improved compared to last year."
},
{
"type": "paragraph",
"anchorId": "",
"children": "All in all, Sweden is regarded an excellent place to visit. The Swedish lifestyle is seen as very appealing, and Sweden is highly recommended for visits, studies, work and investments."
}
]
},
{
"type": "section",
"anchorId": "norway",
"children": [
{
"type": "heading",
"anchorId": "",
"h2": true,
"children": "Norway"
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Very robust reputation and high familiarity"
},
{
"type": "paragraph",
"anchorId": "",
"children": "The Nordic countries have a highly favourable view of Sweden. Norway is no exception, ranking Sweden in 7th place among 193 countries. Sweden has very few weaknesses, and familiarity with the country is naturally very high."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Many areas of strengths"
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{
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{
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{
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