Scan Magazine

By Ewa Björling, Minister of Trade, Sweden

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On July 6 the Swedish pavilion at the World Expo 2010 in Shanghai welcomed its one-millionth visitor. The huge interest in our exhibition – with the theme innovation by Sweden – is just one example of the curiosity about Swedish ideas, solutions and culture that I have met here at home and around the world during the last years.

Another example is, of course, the royal wedding this summer. When our Crown Princess Victoria married Prince Daniel in June, thousands of journalists and tens of thousands of visitors gathered in Stockholm to take part in the celebrations. Millions of people could follow the events simultaneously by television, or read about it in the newspapers. What a wonderful festivity it turned into!

People often ask me how Sweden succeeded in becoming the “small country with the big companies”. Our spirit of innovation is one of the most important reasons. Sweden is ranked as the most innovative country in the EU, and one of the most innovative countries in the world. Positive publicity during large events such as the royal wedding, the Nobel Prize awarding ceremony and the World Expo in Shanghai is also important, as well as the cooperation between the public and the private sector to make such events successful.

Our traditional openness to trade, investments and influences from around the globe is, however, probably the most important reason why Sweden remains at the forefront of business, culture and creativity. Over the past 150 years, our development, from poverty to a welfare society, is the history of deregulation and free trade. This is the foundation of our success, and the core values that we fight every day to protect and expand.

Our Swedish companies are known around the world for products and ­ser­vices characterized by quality, innovative technology and modern design, but also for being forerunners when it comes to social and environmental responsibility. In this way, they are contributing to building the Swedish national brand, while at the same time benefiting from the image of Sweden as a country characterized by equality, sustainability and transparency.

For more information, please visit: frihandelsministern.wordpress.com or www.sweden.gov.se