Cool is 'in' as Swedes project sprightly image
Stockholm's transformation over the past few decades into a dynamic metropolis is perhaps a reflection of the evolution that Sweden itself has experienced, from being a nation of introverted, reserved people into a multicultural society with a greater openness and expressiveness.
Sweden's Consul-General in Hong Kong, Peter Ekelund, says it is time to drop the cliches used to describe this nation of 8.9 million people.
The ice has melted, so to speak, and the stuffiness is no longer there.
Contemporary Swedish design and architecture are a manifestation of a new confidence and creativity, Mr Ekelund points out.
Sweden's lively new outlook is apparent in the country's prominent personalities, including political figures, designers, engineers, sports stars, and even royalty.
While Foreign Minister Anna Lindh holds court in the European Union, spearheading key initiatives as part of the responsibilities under Sweden's presidency of the union, top golfer Annika Sorenstam heads the field of professional players in her own way, although she failed to pull off a victory at the US Women's Open this week. She is both scoring leader and money leader on the LPGA Tour, notching five victories this year, including a major.
Crown Princess Victoria, heir to the throne and eldest child of King Carl XVI Gustaf and Queen Silvia, has been broadening her horizons overseas, studying po litical science and history at Yale. She also did a brief stint as a trainee at the United Nations in New York, and at Sweden's embassy in Washington DC in 1999.
Despite the country's social transformation, stereotypes do persist. During Sweden's presidency of the European Council, the tenure was characterised by the media as being lacklustre. But the Swedes saw it differently, saying cold is cool.
Taking stock of progress made in the EU agenda at the halfway point in April in Sweden's six- month presidency, Ms Lindh acknowledged the media perception of a dull tenure, and added:
'To be given the epithet of dull is actually the best praise one can get. It means that we have succeeded with our intentions and that we have managed to follow the agenda.'
A spirited defence indeed by a woman holding high political office. Meanwhile, other women are blazing their own trails in Sweden. A woman holds the second highest office in the country, after the head of state.
Speaker of the Parliament (Riksdag), Birgitta Dahl, presides over a single-chamber parliament where 149 members are women, accounting for 43 per cent of parliamentarians, the highest percentage in the world, Consul- General Mr Ekelund says.
Half the ministers in Social Democrat Prime Minister Goran Persson's Cabinet are women.
Sweden's vitality is also seen in the country's designs, from engineering products to handicrafts.
Swedish designers are admired for their mastery in blending refinement and functionality, raising Stockholm's profile as one of the world's premier design cen tres. Designers draw inspiration from Sweden's natural riches and cultural heritage.
To experience Swedish design and architecture along with its culture is 'to understand cool Sweden', Mr Ekelund says.
Those who wish to experience Sweden for themselves are reminded that SAR and BNO passport holders are eligible for visa- free entry to Sweden.
Grapihc: SWED31gsp
