Press release
31 August 2010
Ministry for Foreign Affairs
Music and fashion to put Sweden on the map - Government earmarks SEK 1 million for promotion initiatives
Swedish music, fashion and digital games are a few industries that can promote the image of Sweden abroad. They are three creative industries that have a good reputation beyond our borders, and there is a great deal of interest in them.
This is why the Government is now investing even more in the experience industry, especially since we have seen that activities previously conducted abroad have generated a lot of interest and received a positive response. These investments have helped to attract more tourists to Sweden and created an interest among foreign entrepreneurs in business opportunities.
Our talented songwriters, designers and others involved in the experience industry abroad have helped to put Sweden on the world map. For a small country, Sweden has a strong position as an exporter of music - we are ranked fifth after other countries such as the United States and the United Kingdom. The music business is an important part of the Swedish experience industry, which is an expanding export industry and a major growth sector. In 2009, the experience industry accounted for over 5 per cent of Sweden's GDP, and it employs 280 000 people.
"We have seen that the experience industry is very important for people's image of Sweden abroad. When I'm out travelling, I often hear how people associate Sweden with Abba, Max Martin, Robyn, DICE and Odd Molly. This is why it's really important that we promote this sector, so that we can become even stronger and more talked about beyond our borders," says Minister for Trade Ewa Björling, who is responsible for promoting the image of Sweden.
The Government Offices has now decided to give the Swedish Institute (SI) the task of promoting creative industries abroad and has approved SEK 1 million for 2010. SI will develop a communications strategy to promote creative industries abroad, and a special focus will be placed on areas thought to have major export potential. In its work, SI will cooperate with other relevant public bodies and organisations, such as the Swedish Trade Council.
"Swedish creativity and the experience industry are at the forefront internationally and have in recent years received considerable attention in a number of areas. A coherent approach with an overarching communications strategy will not only strengthen promising future export areas, but also contribute to Sweden being seen as a creative and innovative country. The Swedish Institute - which is an expert in international communications and network-building - has a major opportunity, together with the key actors in the industry, to put Sweden and Swedish creativity on the map," says Thomas Carlhed, Acting Director-General of the Swedish Institute.
For more information, please contact Monica Ohlsson, Press Secretary to the Minister for Trade, or Jenny Hagblom, Press and Information Officer at the Swedish Institute.
Contact
Monica OhlssonPress Secretary on parental leave
+46 8 405 10 00
Jenny Hagblom
Press and Information Officer at the Swedish Institute
+46 8 453 79 22
+46 736 84 20 22
