Date: 27 October 2026
Time: 16:00-18:00 followed by drinks & mingle until 19:00
Venue: Epicenter, Amsterdam
Welcome to an exclusive look into how Swedish companies fuel their brands with Swedishness and a discussion on the real value of Brand Sweden.
Brand Sweden is more than a country-of-origin label. Sweden has produced more unicorns per capita than almost any country on earth. Famous reasons are a culture of trust and flat hierarchies, tight collaboration between industry, academia and government, and a small home market that forces companies to think global from day one.
This event brings together companies, brand leaders, and researchers to explore how Swedish values translate into stronger brands, greater trust, and real commercial advantage in international markets.
We are happy to introduce Julia Fielding, Deputy Chief of Mission at the Embassy of Sweden The Hague who will open the event.
Niclas Medman, Head of Brand at Ericsson, on how Ericsson has stayed rooted in Swedish values while scaling globally, through collaboration and engineering for impact. It’s a brand strategy that has held true for 150 years and helped shape the image of Sweden itself. Niclas will illustrate how to balance Swedish heritage with local relevance, and share insight into Ericsson’s activities in the Netherlands.
Camilla Wallander, CEO of Berghs School of Communication in Stockholm, one of the world’s leading schools for communication and creativity. With a background in marketing and leadership at brands including SAS and NK, she has spent the past 15 years leading Berghs through continuous transformation. Under her leadership, Berghs is also expanding its international presence, building new networks and learning formats in Amsterdam, Berlin and Zurich.
Emma Björner, Researcher and Scientific Lead at Campus Varberg, gives a perspective on what makes a place attractive to talent, capital and customers. Emma will also shed a light on why Stockholm now can call itself a city of unicorns.
Albert Bengtson, XR Cluster Captain and Community Manager at Epicenter. Albert is driving initiatives focused on Extended Reality (XR) and AI. He is also one of the leaders of the Innovation Pioneers, an ecosystem of diverse innovation partners, from individuals and startups to global enterprises and solution providers. Their members include leading corporations and public organizations from across Sweden’s innovation ecosystem, alongside strategic partners such as Business Sweden, The Swedish Institute, and Swedish Incubators & Science Park. He is a seasoned innovation lecturer and Co-author of the book “Principles of Intrapreneurial Capital”.
This event is hosted at Epicenter Amsterdam, a Swedish innovation hub now entering the Dutch market. During more than a decade, they were the driving force behind a few of these Swedish success stories.
Whether you’re building a company, leading a brand, or simply curious what the Swedish innovation formula could teach you, you’ll leave with concrete, tested lessons – not just national pride. Plus a chance to build new relationships across the Swedish-Dutch business community over drinks.
Key Takeaway: How companies can leverage Brand Sweden and Swedish values to build stronger brands, increase trust, and create competitive advantage internationally.
We will discuss:
- How do values like innovation, sustainability, trust and inclusion translate into stronger brands and commercial value?
- Why do some Swedish companies actively use Sweden and Swedishness in their branding?
- When can Brand Sweden strengthen a company’s international positioning, and when can it become a challenge?
- What can we learn from companies that take different approaches to Brand Sweden across industries and markets?
- How Amsterdam can learn from Stockholm – and vice verse
What to expect: An interactive afternoon with interesting presentations and a fireside chat with Swedish companies and organisations sharing practical insights into how they approach Brand Sweden, including the opportunities, challenges, and strategic considerations behind it. The evening closes with a networking opportunity to exchange ideas and build new relationships within the Swedish-Dutch business community.
We look forward to welcoming you!
Speakers List:
Opening Remarks: Moderator:
:
This event is generously powered by Ericsson and hosted by Epicenter Amsterdam.
Make sure not to miss out on this event, secure your spot today through registration below!
Date: 30 October
Time: 08:30-11:00
Venue: Handelsbanken, Amsterdam
What does it really take to create a healthy workplace in a world where the way we work is constantly changing? As mental wellbeing, psychological safety and employee health become increasingly important topics for businesses, organisations are being challenged to look beyond traditional approaches to wellbeing. From AI and changing workplace expectations to cultural differences and the prevention of mental illness, how can businesses create workplaces where people can truly thrive?
Theme and purpose
The event will focus on wellbeing at work and within business, exploring how organisations can better support both mental and physical health in the workplace. The discussion will bring together different perspectives on topics such as mental health prevention, cultural taboos, generational differences, psychological safety and the impact of AI and other changes in working life on employee wellbeing.
The topic is increasingly relevant for businesses as wellbeing and psychological health receive greater attention, including through CSRD reporting requirements. The event aims to create an interactive discussion around how companies can move from awareness to action and create healthier, more sustainable workplaces.
Key Takeaways & Discussion Points
- How can companies create psychological safety in the workplace?
- How can businesses better integrate mental and physical health?
- How can we prevent mental illness rather than only respond once problems arise?
- Understanding the role of Mental Health First Aid
What to expect
The event will be structured as an interactive breakfast event, combining breakfast and networking with keynote presentations and discussions around wellbeing at work. Guests will arrive from 08:30 and enjoy breakfast, coffee and tea before the programme begins.
Keynote:
Sebastian Gerlach, Life, Mental Health & Business Coach:
Work Culture and Personal Resilience
Personal resilience is a combination of individual skills and the culture we experience every day.
This keynote explores how wellbeing, belonging, leadership, and psychological safety influence the way our nervous system responds to challenge, uncertainty, and change. By understanding our instinctive stress responses, from fight and flight to freeze, we’ll uncover why some workplace environments build resilience while others quietly diminish it. Drawing on insights from Mental Health First Aid, mental health coaching, and corporate experiences at H&M, this session offers a thought-provoking perspective on how culture can create the conditions for people to feel safe, connected, adaptable, and able to thrive.
drs. Yvonne H.M. Escalona RA, YADE Corporate Health.
Yvonne Escalona is a high energy, warm and engaging trainer who brings contagious enthusiasm to every group she works with. Her sessions are highly dynamic and fun. As a financial expert, she knows firsthand what it takes to thrive in a high‑demand financial world, and she now channels that real‑world experience into creating happier, more connected workplaces with YADE Health. She is the founder of YADE Corporate Health, a motivational speaker, a Happy for No Reason Certified Coach and trained over a 1.000 people. Her passion is boosting workplace happiness and helping teams feel more connected.
Following the keynote presentations, the format will shift to a panel-based and interactive discussion, allowing participants to engage with the speakers and explore the key topics raised during the presentations.
Date: November 2 2026
Time: 19.00 – 22.00
Venue: Residence of the Swedish Ambassador
The Hague
It is our pleasure to invite our Patron Members to the Swedish Chamber of Commerce Exclusive Patron Dinner – one of the Chamber’s most distinguished annual gatherings.
This year’s dinner will be graciously hosted by H.E. Mr. Julius Liljeström, Ambassador of Sweden and Honorary Chairperson of the Swedish Chamber of Commerce, at the Swedish Residence in The Hague.
This exclusive evening is by invitation only for our Patron Members, offering a unique opportunity to connect, exchange insights, and strengthen relationships within an exceptional and inspiring setting.
The Swedish Chamber Exclusive Patron Dinner serves as a distinguished platform for Patron Members – representing leading business leaders, entrepreneurs, and policymakers from both Sweden and the Netherlands – to engage in high-level dialogue, explore future collaborations, and promote innovation and sustainable growth across our shared business community.
By Invitation Only
In Partnership with:
Date: 11 November 2026
Time: 08:30–12:00
Venue: EDGE Olympic Grand Stand, Amsterdam
How will the changing employer landscape affect your organisation?
Join Montae & Partners, together with the Swedish Chamber of Commerce for the Netherlands, for an insightful breakfast exploring three key developments shaping the role of employers in the Netherlands: pay transparency, pensions and employee benefits, and health, employability and income security.
The employer landscape is changing rapidly. New regulations, evolving employee expectations and developments within the Dutch social security system are creating both new responsibilities and new opportunities for employers. This event looks at what these changes mean in practice, and what your organisation needs to know today about the workforce of tomorrow.
Three sessions, three key developments
Pay Transparency Directive
An update on the new European regulations, the legal framework and the concrete obligations for employers. The session also explores how organisations can turn compliance into an opportunity rather than simply a regulatory requirement, with insights from Montae & Partners.
Pension Barometer 2026
Montae & Partners present the latest Pension Barometer and look ahead at the future of employee benefits, including developments around the Wtp transition. The session explores how benefits strategies can support talent attraction, retention and financial wellbeing.
Health, Employability & Income Security in 2030
Montae & Partners provide an overview of developments within the Dutch social security and disability system, including the challenges ahead. As health, employability and income security become increasingly important strategic issues for employers, the session looks at the growing need for practical measures to prevent absence and long-term incapacity.
What we will discuss
- What the Pay Transparency Directive means for employers and how organisations can prepare for the practical implementation challenges
- What the Pension Barometer 2026 tells us about the future of pensions and employee benefits
- How benefits strategies can support talent attraction, retention and financial wellbeing
- Which developments within the Dutch social security and disability system employers need to be aware of
- Why health, employability and income security are becoming increasingly important strategic issues for employers
- How organisations can prepare for the changing employer landscape towards 2030
Key takeaway
How employers can prepare today for the changing workforce and employer landscape of tomorrow, from pay transparency and pensions to employee benefits, health, employability and income security.
What to expect
A breakfast event combining expert presentations with an interactive panel discussion on the employer agenda for 2030. The morning starts with breakfast, coffee and networking, followed by the programme and a closing moment with the organisers. It is an opportunity to exchange perspectives, connect with peers and continue the conversation after the sessions.
We look forward to welcoming you!
Date: 25 November 2026
Time: 18:30 – 21:00
Venue: The Swedish Chamber of Commerce
Fred. Roeskestraat 115
1076 EE Amsterdam
More information coming soon!
Date: 3 December 2026
Time: 14.00 – 17.00, followed by mingle and drinks to 18.00
Venue: Felix Meritis, Keizersgracht 324, Amsterdam
Sweden and the Netherlands are the most like-minded countries in Europe and therefore uniquely positioned to take the lead for a more competitive Europe. Using three cases from our focus areas Sustainability, Diversity, and Innovation, this summit is dedicated to a stronger bilateral cooperation and new business possibilities.
The Swedish – Dutch Business Summit gathers top executives from both countries and ultimately aims to strengthen European competitiveness. During three fireside chats, we will discuss the prerogatives, if – and how – Sweden and the Netherlands can work together to speed up the transition.
Speakers will delve into questions like:
- Whether – and how – Sweden and the Netherlands can work together to drive a more competitive and resilient Europe
- What practical barriers and opportunities companies face in the transition
- How entrepreneurs can gain faster access to European funding
- How EU rules and regulations form a trustworthy base – but will they also slow us down?
For each session, one leader of a Dutch and one leader of a Swedish company engage in a moderated chat and share their views on the matter. The sessions will be compact, content‑rich and designed to encourage interaction.
This year’s Summit is organised by the Swedish Chamber of Commerce in the Netherlands, in collaboration with the Dutch Chamber of Commerce in Sweden, and will be attended by the ambassadors of both countries.
Programme
14:00 Summit start, set-the-scene by Ambassadors
14:15 Sustainability fireside chat
14:55 Tech & Innovation fireside chat
15:35 BREAK
16:05 Diversity & Inclusion fireside chat
16:50 Conclusions and closing of the summit
17:00 Business Mingle and drinks
18:00 End of Summit, Transfer to Annual Lucia Dinner
Breaks and mingle are curated to create business opportunities between the participants. We encourage you to already now think about possible Swedish- Dutch cooperation, for instance:
- a partnership idea
- a market opening
- a technology exchange
- a supply‑chain synergy
- a shared challenge that could be solved together
There will be a collaboration wall where you can manifest direct questions like:
– challenges you want partners for
– areas where you seek collaboration
– offers (“We are looking for…”, “We can provide…”)
within the three core areas Sustainability, Diversity, Innovation
Costs:
Combination Summit & Annual Lucia Dinner Tickets:
Gold Sponsor: Table for 10 persons, including 3 seats at the Summit
- Premium visibility
- Most prominent logo placement across all event materials
- Recognition during the evening’s programme
- Inclusion of premium items in the goodie bag
Cost:
Members “Early Bird”: € 3.950
Non-members: € 4.300
NB! Book before 16 October to enjoy the Early Bird price!
Silver Sponsor: Table for 8 persons, including 2 seats at the Summit
- Strong visibility and valuable engagement
- Logo placement on event materials
- Recognition during the programme
- Opportunity to contribute items to the goodie bag
Members “Early Bird”: € 3.200
Non-members: € 3.600
NB! Book before 16 October to enjoy the Early Bird price!
Bronze Sponsor: Contribute to the Goodie Bag and/or Charity Raffle
- Prominent visibility
- Logo placement on selected event materials
- Option to contribute to the Goodie bag with items that showcase your brand to all attendees
- Option to contribute prizes to the Charity Raffle, supporting our selected cause and adding excitement to the evening
These contributions offer additional visibility and a meaningful way to engage with the Swedish Chamber community.
For more information and reserving a sponsorship, please contact: Caroline Kullman at Events@SwedishChamber.nl
Individual seats 2026
Member Individual Dinner + Summit (Early Bird) € 560
Non-member Individual Dinner + Summit € 645
Member Summit 1 seat (Early Bird) € 180
Non-member Summit 1 seat € 225
Member Dinner 1 seat (Early Bird) € 380
Non-Member Dinner 1 seat € 420
YP Summit 1 seat € 110
Upon registration, please state the full name of all guests attending.
Date: 3 December 2026
Programme:
- 18.15 Reception with Glögg and Swedish canapes
- 19.30 Gala Dinner with Swedish Julbord (Christmas Buffet) and Entertainment
- 20.00 Award Ceremony – Swedish Chamber of Commerce Business Awards
- 21.30 Charity Raffle
- 22.00 Dance floor opens
- 24.00 End of Event
Venue: Felix Meritis, Keizersgracht 324, Amsterdam
Exclusive Annual Lucia Dinner – 3 December 2026
An unforgettable Swedish experience in the heart of Amsterdam
On 3 December 2026, the Swedish Chamber of Commerce will proudly host its Exclusive Annual Lucia Dinner at Felix Meritis in Amsterdam, immediately following the Swedish–Dutch Business Summit. This flagship celebration will once again bring together leaders, innovators and distinguished guests for an evening that blends culinary excellence, cultural tradition and high‑level networking.
Guests will be welcomed to a festive programme featuring a refined seasonal dinner, live entertainment, and a series of musical performances that capture the spirit of Swedish winter traditions. The highlight of the evening will be the enchanting Swedish Lucia procession, performed by Svenska Högtidskören, offering a rare opportunity to experience one of Sweden’s most cherished cultural ceremonies here in the Netherlands.
The Annual Lucia Dinner is one of the Chamber’s most appreciated events, gathering more than 130 guests each year for an evening that celebrates community, achievement and Swedish–Dutch relations. In 2026, the dinner will once again provide an exceptional platform for strengthening partnerships, inviting key contacts, and creating new connections within a unique and memorable setting.
For companies, the Lucia Dinner offers a distinguished opportunity to host your most esteemed stakeholders, clients or management team, giving them a taste of Sweden’s traditions, hospitality and cultural heritage. Several of our Members and Patron Members reserve a full table to welcome their internal or external guests to an evening that combines ceremony, celebration and meaningful conversation.
The Swedish Chamber looks forward to welcoming you and your guests to this exclusive night — a festive conclusion to the Summit and a highlight of the Swedish–Dutch business calendar.
Be quick to book your table for 8 or 10 persons or an individual seat, as prices will go up after 16 October 2026 (after 16 October, the “non-member” rates are applicable.)
Register via the button below. Please state the full name of all participants and mention dietary wishes.
By reserving a table, your company will be mentioned as sponsor during the evening.
Sponsorship Opportunities:
In 2026, companies will have the opportunity to elevate their presence by becoming an official sponsor of the Exclusive Annual Lucia Dinner. Each tier offers visibility, brand exposure and unique engagement opportunities within the Swedish–Dutch business community.
Gold Sponsor: Table for 10 persons, including 3 seats at the Summit
- Premium visibility
- Most prominent logo placement across all event materials
- Recognition during the evening’s programme
- Inclusion of premium items in the goodie bag
Cost:
Members “Early Bird”: € 3.950
Non-members: € 4.300
NB! Book before 16 October to enjoy the Early Bird price!
Silver Sponsor: Table for 8 persons, including 2 seats at the Summit
- Strong visibility and valuable engagement
- Logo placement on event materials
- Recognition during the programme
- Opportunity to contribute items to the goodie bag
Members “Early Bird”: € 3.200
Non-members: € 3.600
NB! Book before 16 October to enjoy the Early Bird price!
Bronze Sponsor: Contribute to the Goodie Bag and/or Charity Raffle
- Prominent visibility
- Logo placement on selected event materials
- Option to contribute to the Goodie bag with items that showcase your brand to all attendees
- Option to contribute prizes to the Charity Raffle, supporting our selected cause and adding excitement to the evening
These contributions offer additional visibility and a meaningful way to engage with the Swedish Chamber community.
For more information and reserving a sponsorship, please contact: Caroline Kullman at Events@SwedishChamber.nl
Individual seats.
As always, the Chamber offers a number of individual tickets as well. The prices for 2026 are:
Member Individual Dinner + Summit (Early Bird) € 560
Non-member Individual Dinner + Summit € 645
Member Summit 1 seat (Early Bird) € 180
Non-member Summit 1 seat € 225
Member Dinner 1 seat (Early Bird) € 380
Non-Member Dinner 1 seat € 420
YP Summit 1 seat € 110
Upon registration, please state the full name of all guests attending.
Special Hotel Rates for Our Guests
For your convenience, we have arranged special accommodation options at two lovely hotels in Amsterdam, both offering our guests exclusive rates for the event.
Pestana Amsterdam Riverside – Our Member Hotel
5-star hotel | Approx. 10 minutes by car / 25 minutes by public transport from the event venue
Special offer:
Use the code SWECHAMLUCIA when making your reservation.
- The offer is available for stays between 29 November and 6 December.
- The offer is valid for bookings made up to one month before arrival.
- Cancellation: Free cancellation is possible after booking confirmation and up to 72 hours before arrival. Cancellations made after the applicable cancellation deadline or no-shows may be charged for the full stay.
- The special rate applies to the first 10 rooms booked.
- Please see the Pestana booking brochure for further information and guidance on how to make your reservation here.
4-star hotel | Approx. 5-minute walk from the event venue
Special Swedish Chamber offer: 15% off, book through this link: Hotel Mercier Discount Offer
- The discounted rate is available for 3 December.
- Cancellation: Free cancellation is available up to 24 hours before check-in.
- Hurry up to book as rooms are filling up quickly!
Dress code & possibility to change
The dress code for the Swedish-Dutch Business Summit is Business Attire. For the Annual Lucia Dinner, the dress code is tuxedo.
At Felix Meritis, two changing rooms are available, one for men and one for ladies (no shower, possibility to freshen up in the rest rooms). There is plenty of space to hang clothes and the wardrobe is staffed all evening.
Please do not hesittate to reach out if you have any additional questions: Events@SwedishChamber.nl
Date: 13 January 2027
Time: 18:30 – 21:00
Venue: The Swedish Chamber of Commerce
Fred. Roeskestraat 115
1076 EE Amsterdam
More information coming soon!
