The Swedish Chamber welcomes the International Management Trainees 2025-2026
The Swedish Chamber of Commerce is proud to welcome three new Management Scholars for the 2025–2026 term. Having arrived last week, they are currently engaged in their onboarding program and will be ready to contribute to the Chamber’s activities starting from the new season following the summer holidays.
Frida Olovsson, recipient of The Scholarship Fund for Swedish Youth Abroad 2025/2026. Frida recently earned her Degree of Master of Science in Business and Economics, specialising in International Business from Umeå University and will be working with Communication at the Swedish Chamber of Commerce.
Vincent van Roijen, recipient of Gull & Stellan Ljungberg Foundation Scholarship 2025/2026. Vincent recently completed his law studies at Karlstad University, earning a Master of Laws degree. At the Swedish Chamber of Commerce, he will be working with Business Development and Events.
Noel Schreiber, recipient of The School of Business, Economics and, Law at the University of Gothenburg Scholarship 2025/2026. Noel recently graduated with a Bachelor’s degree in Business and Economics, specialising in Finance, from the School of Business, Economics and Law, at the University of Gothenburg. Noel will be responsible for Member Acquisition and Retention, as well as overseeing initiatives related to the Young Professionals of the Swedish Chamber.
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Ambassador Oljelund Reflects on Four Years of Diplomacy in the Netherlands
In a recent in-depth conversation, the Swedish Chamber of Commerce sat down with H.E. Mr. Johannes Oljelund, Ambassador of Sweden to the Netherlands. As he approaches the conclusion of his four-year posting in The Hague, Ambassador Oljelund reflects on a period defined by historic milestones, evolving Swedish-Dutch relations, and meaningful personal and professional growth. This exclusive interview offers insights into the highlights and challenges of his tenure, the rewards of diplomatic service, and the vibrant community that has made his time in the Netherlands truly memorable.
Standing Together: Sweden’s NATO Accession
Few moments stand out as vividly for Ambassador Oljelund as the Netherlands’ ratification of Sweden’s NATO accession. He recalls the significance of that day, sharing,
“If I’m to pick one moment in particular, it’s the days when the Netherlands in both the first and second Chamber ratified our accession to NATO. I was there together with my Finnish colleague, and it was heartwarming to see the strong, almost unanimous support from Dutch politics for the accession of both countries.”
The support from Dutch ministers and parliamentarians left a lasting impression. “Ministers came up to us and said welcome, and were happy that we were in. It felt special,” he adds, highlighting the sense of partnership and solidarity that has characterised Swedish-Dutch relations throughout his posting.
Diplomacy in Action: The EU Presidency and Multilateral Engagement
Ambassador Oljelund’s time in the Netherlands coincided with Sweden’s presidency of the Council of the European Union, offering unique opportunities to foster dialogue.
“When you hold the presidency in an EU country, your primary role is not to represent the EU in dialogue with the host country but to foster dialogue… What we did was to host a number of meetings and work lunches for our EU colleagues, to have a dialogue on the developments in Dutch society and in Dutch politics. Dutch leaders in politics and beyond were very generous in accepting our invitation.”
Welcoming Dutch leaders at the residence became a highlight. “We had both the Prime Minister and Foreign Minister, the Governor of the Central Bank, and a number of high-level members of Dutch society as lunch guests. That offered a great opportunity for dialogue, and it was a lot of fun,” he recalls. The end of the presidency brought a sense of nostalgia:
It was a bit sad when it was over and I think colleagues at the embassy were as well….”
Additionally, the Embassy also played a central role in multilateral diplomacy, particularly with the Organisation for the Prohibition of Chemical Weapons (OPCW) and the International Criminal Court (ICC). He notes,
“The OPCW is one of our most successful disarmament organisations… During the time I served here, the organisation could confirm that the last declared chemical weapons had been dismantled. That was a milestone. At the same time, unfortunately, chemical weapons are still being used today. That’s very sad and upsetting, and we have to keep up the norm or prohibit the use of this devastating weapon.”
On the ICC, he reflects on recent high-profile developments:
“It’s been very intense years… the court has issued arrest warrants for President Putin and also for the Prime Minister of Israel. That, of course, has placed the ICC at the centre of attention. We are firm in our support of the court.”
Building Bridges: Swedish-Dutch Relations and Business Community
Throughout his posting, Ambassador Oljelund has seen the relationship between Sweden and the Netherlands as a steadfast partnership.
“We consider the Netherlands to be one of our closest allies in the European Union. We’re often on the same page. We have similar structures of economy, history and traditions.”
The embassy’s mission, he explains, is to foster meetings, ensure a good dialogue, and analyse Dutch society and politics. The close alignment between the two countries means there is ample space for cooperation. He emphasises,
“We have each other’s backs on issues like competitiveness and the single market in the EU.”
On that same note, the Ambassador is quick to praise the Swedish business community in the Netherlands, describing it as “very lively” and “well organised, not least by the Chamber.” He also points to the annual Business Climate Survey as a key tool for understanding the business environment and supporting Swedish companies:
“It gives us a very good tool to understand the business climate, and also gives us a foundation for a dialogue with the Dutch government on challenges and on good points, but not least on challenges. That’s a good example of close and effective cooperation.”
He sees the relationship as a two-way street, with the embassy both supporting companies and learning from their experiences:
“I hope that companies find that the embassy and Team Sweden is a helping hand. We also see them as a partner where we gain knowledge and understanding that we can act upon.”
Collaboration Beyond Borders: Nordic and International Ties
Collaboration with other embassies is a regular part of life in The Hague. Ambassador Oljelund describes frequent joint events with Nordic and Baltic colleagues:
“We host a lot of meetings together: Nordic lunches, Nordic Baltic lunches and dinners with guests from the Netherlands. If not every week, then every second week.”
He adds, “Particularly in the Nordic group, we have become friends and know each other well.” The proximity of embassies in The Hague further strengthens these bonds, making collaboration rather enjoyable.
Cultural Insights: Similarities and Subtle Differences
Despite the reputation for Dutch directness, Ambassador Oljelund found few surprises in adapting to life in the Netherlands.
“I haven’t encountered any culture shocks, I think. Anyone who comes to the Netherlands, at least from Sweden, will be told that the Dutch are very direct… Maybe in parts, you’re excluded from that when you’re an ambassador, people are very kind to ambassadors. Perhaps the rumours are slightly exaggerated.”
He emphasises the deep similarities between the two countries, referencing a book titled The Swedes and the Dutch Are Made for Each Other:
“We are very close. If you’ve set up a company in Sweden, your experience will be very similar on the Dutch market. We are comparative in structure: liberal markets, market orientation, rule simplification, allowing businesses to be businesses. That’s at least what we are aiming for. And I think you’ll find in some other places that it’ll be more challenging. But we are very similar, with the same foundations.”
Personal Reflections: What Will Be Missed
As his time in the Netherlands draws to a close, Ambassador Oljelund reflects on the experiences and relationships that made his posting special.
“The last few months here have been a sort of constant sense of urgency to do all the fun things and the nice things once again. My wife, the kids and I, travel throughout the country: to visit beautiful spots, cafés, and restaurants that we want to experience again. I joined a football team with just wonderful people. I’ll miss them. All the classmates of our kids who come around to our house for dinner won’t be there anymore. So, there are a lot of things on an emotional level that I’ll miss.”
He also looks forward to returning to Sweden, reuniting with family, being closer to decisions, and embracing new professional challenges at the Ministry, though he admits, “I can’t disclose what I’m going to do, but I look forward to it. And then on a personal level, I’ll be closer to my family, our oldest daughter is in Sweden, my brother, my sister, my parents, and my wife’s family. We will be closer to the people who matter most. That’s very good.”
Looking Ahead: Advice and Hopes for the Future
When asked what advice he would offer his successor, Ambassador Oljelund is both candid and encouraging, offering a nuanced perspective on stepping into the Ambassador role in the Netherlands:
“I shouldn’t say it’s easy to come in as Ambassador because there’s lots to learn and so on. But in a way, it’s also kind of easy. You come into a structure of an embassy which has been here for 400 years, so onboarding a new Ambassador, it’s not the first time, it’s been done a few times. You receive very good help from your colleagues at the embassy, and then you have the wider network, including, again, the Chamber, which will invite you to a lot of events.”
As he reflects on his own experience of arriving in the Netherlands, he emphasises the importance of openness and engagement early on:
“My first half year, I said yes to everything and went to everything, and that was a bit too much. On the other hand, you need to do that in the beginning. You build networks and understanding, and then you will find your way. It’s quite inviting when you come here, so it’s not too difficult.”
However, he is quick to point out that the real challenge lies in navigating the landscape of people and priorities:
“The difficulty is to really prioritise, to make sure you focus on the right things. You have to figure out what is most important and where you have added value. How can we be helpful here? That takes a little bit of time, but that’s normal.”
Ambassador Oljelund encourages his successor to embrace the initial whirlwind of introductions and invitations, but also to gradually develop a strategic focus:
“You need to be open and say yes to a lot of things in the beginning, but then you also need to learn to manage your time and be more focused. If you just say yes to everything for a long time, you lose strategy and just become a general participant. You need to find your focus as well.”
A Final Message to the Swedish-Dutch Community
Ambassador Oljelund closes with heartfelt gratitude:
“Big thanks, of course. I felt very welcome here. I’ve engaged in so many interesting discussions, learned a lot, and felt support from this community. We’ve had a real team spirit… we’ve been able to work together and done good work for Sweden.”
His fondest memory? The Chamber’s 60th anniversary celebration:
“It was not solely a gala dinner and dancing. It was also a summit with a deep dialogue on challenges and opportunities in the Netherlands, just like it should be. You do the serious and the deep and the developing and the analysis and the understanding, and then the bit of fun.”
By Liv Månsson, International Management Trainee, 2024-2025 Swedish Chamber of Commerce
Standing Together: Sweden’s NATO Accession
Few moments stand out as vividly for Ambassador Oljelund as the Netherlands’ ratification of Sweden’s NATO accession. He recalls the significance of that day, sharing,
“If I’m to pick one moment in particular, it’s the days when the Netherlands in both the first and second Chamber ratified our accession to NATO. I was there together with my Finnish colleague, and it was heartwarming to see the strong, almost unanimous support from Dutch politics for the accession of both countries.”
The support from Dutch ministers and parliamentarians left a lasting impression. “Ministers came up to us and said welcome, and were happy that we were in. It felt special,” he adds, highlighting the sense of partnership and solidarity that has characterised Swedish-Dutch relations throughout his posting.
Diplomacy in Action: The EU Presidency and Multilateral Engagement
Ambassador Oljelund’s time in the Netherlands coincided with Sweden’s presidency of the Council of the European Union, offering unique opportunities to foster dialogue.
“When you hold the presidency in an EU country, your primary role is not to represent the EU in dialogue with the host country but to foster dialogue… What we did was to host a number of meetings and work lunches for our EU colleagues, to have a dialogue on the developments in Dutch society and in Dutch politics. Dutch leaders in politics and beyond were very generous in accepting our invitation.”
Welcoming Dutch leaders at the residence became a highlight. “We had both the Prime Minister and Foreign Minister, the Governor of the Central Bank, and a number of high-level members of Dutch society as lunch guests. That offered a great opportunity for dialogue, and it was a lot of fun,” he recalls. The end of the presidency brought a sense of nostalgia:
It was a bit sad when it was over and I think colleagues at the embassy were as well….”
Additionally, the Embassy also played a central role in multilateral diplomacy, particularly with the Organisation for the Prohibition of Chemical Weapons (OPCW) and the International Criminal Court (ICC). He notes,
“The OPCW is one of our most successful disarmament organisations… During the time I served here, the organisation could confirm that the last declared chemical weapons had been dismantled. That was a milestone. At the same time, unfortunately, chemical weapons are still being used today. That’s very sad and upsetting, and we have to keep up the norm or prohibit the use of this devastating weapon.”
On the ICC, he reflects on recent high-profile developments:
“It’s been very intense years… the court has issued arrest warrants for President Putin and also for the Prime Minister of Israel. That, of course, has placed the ICC at the centre of attention. We are firm in our support of the court.”
Building Bridges: Swedish-Dutch Relations and Business Community
Throughout his posting, Ambassador Oljelund has seen the relationship between Sweden and the Netherlands as a steadfast partnership.
“We consider the Netherlands to be one of our closest allies in the European Union. We’re often on the same page. We have similar structures of economy, history and traditions.”
The embassy’s mission, he explains, is to foster meetings, ensure a good dialogue, and analyse Dutch society and politics. The close alignment between the two countries means there is ample space for cooperation. He emphasises,
“We have each other’s backs on issues like competitiveness and the single market in the EU.”
On that same note, the Ambassador is quick to praise the Swedish business community in the Netherlands, describing it as “very lively” and “well organised, not least by the Chamber.” He also points to the annual Business Climate Survey as a key tool for understanding the business environment and supporting Swedish companies:
“It gives us a very good tool to understand the business climate, and also gives us a foundation for a dialogue with the Dutch government on challenges and on good points, but not least on challenges. That’s a good example of close and effective cooperation.”
He sees the relationship as a two-way street, with the embassy both supporting companies and learning from their experiences:
“I hope that companies find that the embassy and Team Sweden is a helping hand. We also see them as a partner where we gain knowledge and understanding that we can act upon.”
Collaboration Beyond Borders: Nordic and International Ties
Collaboration with other embassies is a regular part of life in The Hague. Ambassador Oljelund describes frequent joint events with Nordic and Baltic colleagues:
“We host a lot of meetings together: Nordic lunches, Nordic Baltic lunches and dinners with guests from the Netherlands. If not every week, then every second week.”
He adds, “Particularly in the Nordic group, we have become friends and know each other well.” The proximity of embassies in The Hague further strengthens these bonds, making collaboration rather enjoyable.
Cultural Insights: Similarities and Subtle Differences
Despite the reputation for Dutch directness, Ambassador Oljelund found few surprises in adapting to life in the Netherlands.
“I haven’t encountered any culture shocks, I think. Anyone who comes to the Netherlands, at least from Sweden, will be told that the Dutch are very direct… Maybe in parts, you’re excluded from that when you’re an ambassador, people are very kind to ambassadors. Perhaps the rumours are slightly exaggerated.”
He emphasises the deep similarities between the two countries, referencing a book titled The Swedes and the Dutch Are Made for Each Other:
“We are very close. If you’ve set up a company in Sweden, your experience will be very similar on the Dutch market. We are comparative in structure: liberal markets, market orientation, rule simplification, allowing businesses to be businesses. That’s at least what we are aiming for. And I think you’ll find in some other places that it’ll be more challenging. But we are very similar, with the same foundations.”
Personal Reflections: What Will Be Missed
As his time in the Netherlands draws to a close, Ambassador Oljelund reflects on the experiences and relationships that made his posting special.
“The last few months here have been a sort of constant sense of urgency to do all the fun things and the nice things once again. My wife, the kids and I, travel throughout the country: to visit beautiful spots, cafés, and restaurants that we want to experience again. I joined a football team with just wonderful people. I’ll miss them. All the classmates of our kids who come around to our house for dinner won’t be there anymore. So, there are a lot of things on an emotional level that I’ll miss.”
He also looks forward to returning to Sweden, reuniting with family, being closer to decisions, and embracing new professional challenges at the Ministry, though he admits, “I can’t disclose what I’m going to do, but I look forward to it. And then on a personal level, I’ll be closer to my family, our oldest daughter is in Sweden, my brother, my sister, my parents, and my wife’s family. We will be closer to the people who matter most. That’s very good.”
Looking Ahead: Advice and Hopes for the Future
When asked what advice he would offer his successor, Ambassador Oljelund is both candid and encouraging, offering a nuanced perspective on stepping into the Ambassador role in the Netherlands:
“I shouldn’t say it’s easy to come in as Ambassador because there’s lots to learn and so on. But in a way, it’s also kind of easy. You come into a structure of an embassy which has been here for 400 years, so onboarding a new Ambassador, it’s not the first time, it’s been done a few times. You receive very good help from your colleagues at the embassy, and then you have the wider network, including, again, the Chamber, which will invite you to a lot of events.”
As he reflects on his own experience of arriving in the Netherlands, he emphasises the importance of openness and engagement early on:
“My first half year, I said yes to everything and went to everything, and that was a bit too much. On the other hand, you need to do that in the beginning. You build networks and understanding, and then you will find your way. It’s quite inviting when you come here, so it’s not too difficult.”
However, he is quick to point out that the real challenge lies in navigating the landscape of people and priorities:
“The difficulty is to really prioritise, to make sure you focus on the right things. You have to figure out what is most important and where you have added value. How can we be helpful here? That takes a little bit of time, but that’s normal.”
Ambassador Oljelund encourages his successor to embrace the initial whirlwind of introductions and invitations, but also to gradually develop a strategic focus:
“You need to be open and say yes to a lot of things in the beginning, but then you also need to learn to manage your time and be more focused. If you just say yes to everything for a long time, you lose strategy and just become a general participant. You need to find your focus as well.”
A Final Message to the Swedish-Dutch Community
Ambassador Oljelund closes with heartfelt gratitude:
“Big thanks, of course. I felt very welcome here. I’ve engaged in so many interesting discussions, learned a lot, and felt support from this community. We’ve had a real team spirit… we’ve been able to work together and done good work for Sweden.”
His fondest memory? The Chamber’s 60th anniversary celebration:
“It was not solely a gala dinner and dancing. It was also a summit with a deep dialogue on challenges and opportunities in the Netherlands, just like it should be. You do the serious and the deep and the developing and the analysis and the understanding, and then the bit of fun.”
By Liv Månsson, International Management Trainee, 2024-2025 Swedish Chamber of Commerce
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Swedish Chamber of Commerce Sets Strategic Direction with SWOT 2025 Report
As part of its long-term strategic planning, the Swedish Chamber of Commerce has completed the SWOT 2025 report—an in-depth analysis of the organisation’s current position and future opportunities. This comprehensive study marks the final project of Malin Anders, International Management Trainee 2024–2025.
The report draws on interviews with key stakeholders across the Chamber’s network and will serve as a vital reference point for the upcoming Business Plan and the Chamber’s continued development.
The Swedish Chamber of Commerce extends its sincere gratitude to Malin Alders and to all contributors who supported the completion of the SWOT 2025 analysis.
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How to reach and engage Dutch and Swedish audiences on social 2025
New Report, “The Social Shift” launched by Swe-Cham member Team5pm
How are consumers discovering, following, and shopping with brands in 2025? Social agency team5pm has conducted research with 800 consumers in the Netherlands and Sweden to shed light on evolving consumer behaviors in two digitally advanced markets.
Their just launched report The Social Shift, provides valuable insights for businesses aiming to connect with their target audience and stay ahead in today’s rapidly changing social media landscape.
Key findings from the report include:
- The growing role of YouTube and Instagram in brand discovery & TikTok’s dominance among Gen Z
- What drives consumers to follow or unfollow brands & the interactions they value most
- The rise of social commerce and how brands can turn engagement into action
- The importance of relevancy and authenticity in driving trust and purchasing decisions
- Consumer expectations for transparency when it comes to AI-generated content
- Gain data-driven insights into generational behaviors, helping you better understand and connect with audiences in the Netherlands and Sweden
- Explore actionable strategies to refine your approach to social media, improve audience engagement, and adapt to evolving consumer preferences
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International delegations explore the future of mobility in Gothenburg
By Invest in Gothenburg
During EVS38 in Gothenburg, international exchange was at the heart of the event. Delegations from around the world visited our city to explore initiatives in sustainable mobility, innovation, and international collaboration.
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📅 What’s on in Amsterdam this summer
From laughter-filled festivals and cultural celebrations to summertime blooms and borrels, this season is full of possibilities to get out and get connected to community. Browse the hand-picked selection by InAmsterdam below – plus, be sure to
Each month, the Amsterdam area plays host to an incredible range of things to do. Lots are accessible to non-Dutch speakers while still letting you get involved with your local community and explore aspects of Dutch culture. This July, don’t miss the events marking Keti Koti: the national commemoration and celebration of the abolishment of slavery in the Dutch colonies.
Photo credit: Simon Paulin/imagebank.sweden.se
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Swedish Chambers Worldwide Meet in Stockholm
On June 16–17, Kerstin Gerlagh, CEO of the Swedish Chamber of Commerce for the Netherlands, participated in the Swedish Chambers International (SCI) Annual Days in Sweden, hosted by the Stockholm Chamber of Commerce.
The first day featured the SCI Annual Meeting, complemented by a series of strategic international workshops and presentations. These sessions focused on strengthening the role of SCI and its member Chambers within their respective markets, while also exploring new collaboration possibilities, visibility, member value and global impact.
The second day was dedicated to dialogue with representatives from Sweden’s regional Chambers of Commerce. Discussions centred on the importance of deepening cooperation between regional and international Chambers, with a shared commitment to better support member companies and to facilitate their successful internationalisation.
Our sincere thanks to Stockholm Chamber of Commerce, Daniella Waldfogel, President of the Stockholm Chamber of Commerce and Chairperson of SCI, as well as Louise Lee Hultberg and Filip Tendal Kanold, for hosting the SCI Days and for their outstanding organisation and for initiating the inspiring programme. Their efforts created a valuable platform for knowledge exchange and meaningful discussions among Swedish Chamber of Commerce International members from across the globe.
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Launch of Largest-Ever Global Business Climate Survey
The 2025 edition of SCI-Days officially commenced in Stockholm on June 16–18 with the launch of the 6th Global Business Climate Survey—the most extensive edition to date. Conducted in collaboration with Business Sweden, this year’s survey spans 37 international markets, providing unparalleled insights into the performance and outlook of Swedish companies operating abroad.
The opening session included keynote remarks from Benjamin Dousa, Minister for International Development Cooperation and Foreign Trade, alongside Daniella Waldfogel, CEO of the Stockholm Chamber of Commerce and Chairperson of the Swedish Chamber International, and Jan Larsson, CEO of Business Sweden. The session was moderated by Lena Sellgren, Chief Economist and Head of Research CEO Office at Business Sweden, who also presented the survey results together with Manuela Stierna, Senior Consultant, Business Sweden. Final remarks by SCI representative Jonas Lindström, General Manager of the Swedish Chamber of Commerce in Brazil, who thanked everyone involved in this year's BCS project for the pleasant and successful collaboration and congratulated all on the great result.
Titled “Navigating Turbulent Skies,” the 2025 report reveals that, despite rising geopolitical tensions and ongoing global uncertainty, Swedish companies continue to demonstrate remarkable resilience. Notably, 70% of respondents expressed a moderately positive outlook regarding their business prospects in international markets.
Download the Global Business Climate Report here:
Watch the Launch of the Global Climate Survey here:
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