New research from Visit Sweden reveals that IKEA, pop group ABBA and meatballs, are what Brits associate most with Sweden. According to the study, only a fifth are aware of Swedish folklore and less than a sixth are aware of the nation’s mythological heritage
To bring the nation’s mythology and folklore to life and to connect travellers with their passion for getting into nature, Visit Sweden has collaborated with international bestselling author John Ajvide Lindqvist, to create the audio story ‘Kiln’ available only in the Swedish forest.
“The supernatural has always played an active role in Swedish culture. It is more than just a backdrop to the crime stories and Nordic noir movies that have made the country famous. Now, the world is welcome to discover it for themselves in a truly immersive experience. As a horror author, when I enter a forest, I only need a glimpse of the dark side of a stone or the knots of a tree to trigger my imagination. Nature seems to come alive and lures you to come after it,” says author, John Ajvide Lindqvist.
“We want to inspire the world to reignite their imagination and come and experience something completely different. With 70% of Sweden covered by forest, it’s no wonder they are home to many fascinating and creative creatures. Now we want to introduce the world to their spellbindingly beautiful home... if you dare,” says Nils Persson, Chief Marketing Officer, Visit Sweden.
The story is experienced in the first person, inviting listeners to walk in the footsteps of a character who encounters the enchanting huldra, a forest nymph from Swedish folklore. However, those looking to experience the spooky story for themselves can only do so if present in the Swedish forest. A geo-restriction has been applied to make the story fully immersive, inviting the listener to discover the mystery of Sweden with all their senses.
The audio story is available for free on Visit Sweden’s website, accessible from within Sweden.
Return flights from London to Stockholm are available from £63.50 on Norwegian and London to Gothenburg from £76 with British Airways.
Brits top 10 associations with Sweden:
1. IKEA
2. ABBA
3. Meatballs
4. Beautiful nature
5. Healthy lifestyles
6. Forests
7. Friendly people
8. Folklore
9. Fishing
10. Progressive lifestyles
