The Swedish Institute (SI) is a public agency that promotes interest in Sweden abroad. SI seeks to establish cooperation and lasting relations with other countries through active communication and cultural, educational and scientific exchanges. As mass communication and globalization develop, knowledge about and interest in Sweden become increasingly important. The Swedish trademark becomes ever more important in social as well as political contexts. The ability to reach political goals, promote trade, attract investments and visitors, as well as to participate in the exchange of talent, creativity and ideas depends on which associations our trademark creates.

In many parts of the world, the image of Sweden is out-of-date, in other parts of the world the notion of Sweden does not create any associations at all. Changing people’s image of a country is not easy. An increasing pace of change causes new demands. Knowledge, creativity and long-term view are critical factors to succeed, but also the ability to predict the future.

SI’s goal is to make Sweden clearly present internationally and to build strong relations with the surrounding world. In order to reach those goals, Sweden must be well known and have a great power of attraction.

We must understand what is important and interesting to our target groups, how tomorrow’s global citizens feel and think, what they prioritize and value and how we may be relevant in their lives. This is valid not the least for SI’s mission to recruit foreign students to Sweden. Understanding young people and their values is key in our endeavour to understanding the future.

/Thomas Carlhed, Swedish Institute Swedish Institute (SI)

About Swedish Insitutue
Creating goodwill and trust in Sweden is an important part of the Swedish foreign policy. The Swedish Institute is a government agency with the mission to disseminate knowledge about Sweden abroad and to support exchange with other countries in the fields of culture, education, research and society at large. www.si.se
www.sweden.se