Sweden’s international image in focus at this year’s trade counsellors’ dinner

How is Sweden perceived around the world, and what role does the country’s international reputation play for trade, security and competitiveness in a time of growing geopolitical uncertainty? When the Karl-Adam Bonnier Foundation gathered around thirty trade counsellors from foreign embassies in Sweden for its annual salon dinner, Sweden’s international image and the country’s new national brand strategy were at the center of the discussion.

Each year, the Karl-Adam Bonnier Foundation brings together trade counsellors and commercial attachés from foreign embassies in Sweden for a dinner discussion focusing on international trade and Sweden’s role in the world. The forum provides an opportunity for open dialogue between international representatives and Swedish stakeholders on issues that influence trade and competitiveness.

Previous dinners have addressed themes such as lessons from Sweden’s trade strategy, the green transition in northern Sweden, co-creation between nations, the role of regions in national trade strategies, the opportunities and challenges for global trade in a changing global order.

At this year’s dinner, Sweden’s international image was the central theme. In a time marked by war in Europe, increasing trade tensions between China, the United States and the European Union, and a more protectionist trade environment, the way countries are perceived internationally is becoming increasingly important. For a small, export-dependent and globally connected country like Sweden, its national reputation can have significant implications for trade, investment and security.

Opening remarks by the Swedish Institute

The evening’s keynote speaker was Madeleine Sjöstedt, Director-General of the Swedish Institute, who spoke about the agency’s mission to strengthen Sweden’s international relations and global profile. She also presented the national brand strategy for Sweden, launched in spring 2025. The strategy, developed by the Swedish Institute on behalf of the Swedish government in collaboration with a large number of companies, public agencies and organizations, including the Karl-Adam Bonnier Foundation, is summarized in the positioning “Space to Grow.”

The idea is to highlight Sweden as a place where people and ideas have room to develop, and where innovation, collaboration and openness create the conditions for new solutions. The strategy aims to strengthen Swedish exports, attract investment and encourage international talent to come to Sweden.

International perspectives on Sweden

Following the presentation, trade counsellors shared their perspectives on Sweden’s international image. Several participants described Sweden as a country perceived as efficient, reliable, innovative and culturally strong. Swedish companies were also highlighted as important ambassadors of the country’s reputation, with companies such as Volvo mentioned as symbols of quality and safety.

At the same time, participants noted that Sweden’s image in recent years has also been influenced by international reporting on gang-related crime and shootings, as well as migration and integration challenges, and by disinformation campaigns and controversies. In some regions, this has contributed to a more critical view of the country.

For Sweden, which relies heavily on international trade and cooperation, the country’s international reputation is therefore not only a matter of communication but also an important component of economic development and long-term security, particularly in times of geopolitical uncertainty.

The Karl-Adam Bonnier Foundation’s annual dinner for trade counsellors continues to serve as a forum for dialogue and exchange between international representatives and Swedish actors on issues related to trade, diplomacy and global competitiveness.