... and where lifestyle blends tradition with technology

The Swedish lifestyle brings together a love of nature, good housing, environmental thinking and lots of culture — all tied up with awareness of health and a strong sense of equality. Efficiency is combined with a laid-back attitude, and old traditions blended with openness for new technologies. Swedes in general work hard but treasure their free time and enjoy long relaxing holidays.
The Swedish lifestyle varies greatly with the seasons. During the darker winter months, there are lights in the windows, evenings in the cinema, and winter sports during the day. In spring and summer, life is lived outdoors: Music festivals, outdoor theatres and open-air museums are popular. Not only are the flowers blooming, the Swedes themselves are too.
Traditions such as June’s Midsummer and December’s Lucia are of great importance to Swedes and are celebrated just as enthusiastically today as they have been for generations.
This sense of heritage is mixed with an open-mindedness for other cultures, due to the facts that one-fifth of the population has roots in other countries, that Swedes travel a great deal, and that they speak other languages. The most innovative country in the world, as highlighted by numerous reports, is not only the home of inventors and entrepreneurs but also a creative hub for fashion, music and food.