How to experience it like a local. ABBA, IKEA, Spotify, Volvo, Absolut: just a few global icons that have helped put Sweden – and Swedish culture – on the map. But as visitors quickly discover, the Swedish way of life is about more than dancing queens, ‘cars for life’ and flat-pack furniture (meatballs optional).
In fact, four of these brands even have museums in Sweden – perfect cultural stops for music lovers, design fans, and cocktail connoisseurs alike.
Today’s Swedish lifestyle is modern, creative, and quietly confident – yet still rooted in age-old traditions that we’re proud to share. So how can your guests explore this uniquely Swedish mix?
Simple. Follow this guide to discover a wide range of culture-rich, trade-ready experiences across the country. From folk art to fashion, Midsummer to museums, it’s all here – and ideal for adding colour and character to your next itinerary.
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Swedish culture & lifestyle
Today’s Swedish lifestyle is modern, progressive and effortlessly cool—yet deeply rooted in traditions we love to share. One of the sweetest? Fika.
Swedish heritage & history
Sweden’s past is proudly on show across the country, with 15 UNESCO World Heritage Sites and countless museums – there’s something for every history or culture-loving traveller.