October 17, Discover the Power of Brand Sweden

For event photos, scroll down!

On October 17, the “Discover the Power of Brand Sweden” event brought together leaders from iconic Swedish brands to share how Swedish values continue to inspire and elevate global success.

We would like to extend our gratitude to H.E. Ambassador of Sweden, Mr. Johannes Oljelund, for his insightful opening remarks, setting the stage for a day of exploration into the power of Swedishness.

Our speakers generously shared their knowledge and experiences about powering Brand Sweden:

• Christian Biller, Swedish Institute, highlighted how Swedish values—such as problem-solving and collaboration—are core strengths in today’s complex global landscape. He emphasized, the Swedish approach is all about improving people’s lives and creating sustainable solutions.

• Nina Bogstedt, Inter IKEA Group, shared how IKEA’s philosophy “To create a better everyday life for the many people” is deeply rooted in the Swedish values of resourcefulness, sustainability, and functionality for the many people. She highlighted how IKEA’s design principles are inspired by Sweden’s natural landscape, prioritising affordability and quality. By combining Swedish ingenuity with a commitment to sustainability, IKEA creates solutions that improve everyday life for everyone, regardless of the season.

• Marieke Bax, Fagerhult Benelux, highlighted the unique Swedish relationship with light, often referred to as Scandinavian light. She explained that sustainability is central to Fagerhult’s mission, which aims to create positive change for people and the planet through innovative lighting solutions. With a focus on energy efficiency and smart controls, Fagerhult strives to reduce its environmental footprint and enhance well-being, supported by the Fagerhult Lighting Academy, which conducts research on the impact of light. This commitment reflects the broader values of Brand Sweden, emphasizing sustainability and quality in every aspect of design.

• Jasper Sundh, Hästens, emphasized how Swedish culture values well-being and balance, embodying the brand philosophy of “sleeping to perform.” He highlighted that high-quality sleep is essential for a healthy, productive life, positioning Hästens beds as investments in well-being rather than just luxury items. By manufacturing all products in Sweden, Hästens reinforces transparency and authenticity, with “Made in Sweden” symbolizing genuine quality. This commitment to Swedish craftsmanship builds trust with customers and strengthens the brand’s reputation for integrity and excellence, aligning with the core values of Brand Sweden.

• Arthur van Es, Volvo Cars, highlighted the brand’s unwavering commitment to safety, sustainability, and mobility. He pointed out that, for Volvo, it’s not just about technology—it’s about people. Their brand promise revolves around protecting lives, an integral part of their Swedish identity.

Finally, a special thank you to Lawrence Masle, UP THERE, EVERYWHERE, our moderator, for expertly guiding the discussions and encouraging attendees to reflect on how Swedish values like equality, no-nonsense approaches, and a deep connection to nature create strong, authentic brand stories.

The event offered new perspectives on how Brand Sweden is more than just a cultural identity—it’s a strategic asset in today’s global marketplace. Branding is deeply connected to a company’s origin and heritage, offering authenticity, differentiation, and emotional connection. But balancing local identity with global appeal is key.

Thank you once again to our amazing speakers and attendees, and to Herrik van der Gaag, Roger van Polanen, Carmen Vingerhoets, and Volvo Cars for their generous hosting of this insightful event.

This event is generously hosted by:

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