The Swedish Institute (Svenska Institutet) has the task of strengthening the positive image and confidence in Sweden worldwide.
An important task for the Swedish Institute is to follow and analyze the image of Sweden and monitor the international information flow. What is the actual image of Sweden abroad? The Swedish Institute has, among other things, investigated the most important events of 2023 that affected the image of Sweden in its annual report "The Image of Sweden Abroad 2023".
The Image of Sweden Abroad 2023
Media attention on Sweden increased by 10% in 2023 compared to 2022. Publications increased the most in Arabic and Turkish. It's not surprising, given what topped the list: the Quran burnings in 2023. Sweden's NATO membership was also frequently reported on in foreign media. The women's football team's success in the World Cup was also widely reported. Other events, such as gang crime, received attention primarily in Nordic countries and Germany, as well as on social media in the USA.
The biggest events of 2023 according to the report
- Quran burnings outside the Turkish embassy (January 21).
- Loreen wins the Eurovision Song Contest (May 13).
- Quran burnings at the Grand Mosque in Stockholm (June 29).
- Turkey announces plans to ratify Sweden's NATO application (July 11).
- The Swedish embassy in Baghdad is attacked (July 20).
- Sweden beats the USA in the football World Cup (August 6).
- Sweden beats Japan in the football World Cup (August 11).
- Two Swedes are killed in a terrorist attack in Brussels (October 17).
- President Erdogan signs Sweden's NATO application (October 23).
- A film clip from a bunker in Sweden is claimed to be images from Hamas tunnels in Gaza (November 16).
The report shows that the image of Sweden remains positive and stable abroad. However, there are differences: while the image has improved in Western countries, it has deteriorated in some Middle Eastern countries. The Sweden brand remains strong, and Sweden is seen as an attractive country with high democracy and governance, leading in green transition. However, there are disturbing factors such as disinformation about Sweden that affect the image.
Quality of life
Sweden ranks high in terms of quality of life.
- #1 in Best Countries 2023
- #3 in Nation Brands Index
- #4 in Global Soft Power Index
Jobs and careers
Sweden ranks among the top nations.
- #6 in Work and Living (Nation Brands Index)
- #7 in Starting a Career (Best Countries 2023)
- #9 in Good Job Market out of 87 countries in Best Countries 2023
The Swedish Institute (Svenska Institutet)
The Swedish Institute is an institute established in 1945, working to increase the world's confidence and interest in Sweden. It has an important role because the image of Sweden affects everything from trade, cooperation, security, and development. The Director-General of the Swedish Institute is Madeleine Sjöstedt.
Sources: Swedish Institute's Image of Sweden Abroad 2023, Nation Brands Index 2023, The Global Soft Power Index, The Best Countries Survey USNews.
