What do a small town in Arkansas, a coastal village in Indonesia, and a Scandinavian country with the Northern Lights have in common? They’re all named Sweden.
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Now, Sweden is making waves by becoming the first country to seek a trademark for its name, aiming to eliminate travel confusion caused by other places sharing the same moniker. This initiative, led by Visit Sweden, the nation’s tourism board, seeks to ensure that travelers can easily distinguish the original Sweden—known for its cinnamon buns, stunning archipelagos, and unique design—from the other Swedens scattered across the globe.
With approximately seven other “Swedens,” including six in the United States and others in Southeast Asia, the country is taking action to protect its identity. “We’re flattered that others want to be called Sweden, but we’d prefer if there were only one—our Sweden,” stated Susanne Andersson, CEO of Visit Sweden. The trademark application filed with the European Union Intellectual Property Office (EUIPO) aims to clarify and solidify Sweden’s global identity.
Addressing a global identity crisis
This initiative comes in response to a recent survey by Visit Sweden, which found that 11% of Americans have mistakenly traveled to the wrong location because of duplicate names. With 24 million Americans expressing interest in visiting Sweden, over 2.6 million risk ending up in a small town that shares the name but lacks the Scandinavian allure.
“This campaign is both playful and practical,” Andersson explained. “In 2024, with ‘dupes’ trending everywhere—from handbags to vacations—we want people to help us discover the authentic Sweden.”
A call to action for travelers
Visit Sweden is asking the public to sign a petition supporting its trademark application. This lighthearted initiative also includes a guide to help travelers spot the real Sweden versus its namesakes, ensuring they identify the genuine article before booking their trips.
Source: Visit Sweden / Yahoo
