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.
