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SCMP Reporter

Consul keen to share delights of her homeland

Sweden boasts some of the most famous global brands,  including Saab cars, ABBA, Ericsson mobile phones and IKEA.

Swedish consul Anna-lisa Trulsson Evidon  aims to raise further awareness of Sweden and make sure people know about her Scandinavian homeland.

'It's an important part of my job to promote Swedish products and culture and Sweden as an attractive tourist destination,' Ms Trulsson Evidon said.

That effort has intensified lately. Starting from tomorrow, a cultural and culinary festival will be running throughout Hong Kong. Called 'It'Sweden', the event is a celebration of the good things of northern European life, including arts, design, business and food.

'We will be having Swedish films played at the Broadway Cinematheque in Yau Ma Tei, Swedish designers will speak about modern [design] techniques at the Lifestyle Asia Conference at the Convention and Exhibition Centre and a Swedish food festival will be held at the Island Shangri-la,' Ms Trulsson Evidon said.

'We organised the first event of this kind two years ago when we had an exhibition of Swedish products at the Ocean Terminal.'

The event has grown. This week, some of Sweden's best jazz musicians will be  charming Hong Kong. Trombonist Nils Landgren,  known for his funk versions of ABBA songs, will be tooting away at the gala dinner on Friday.

For a relatively small country with a population of  9 million, Sweden has a significant  standing in Hong Kong. More than 130 Swedish companies operate in the city and Ms Trulsson Evidon knows of 900 Swedes living and working here.

'Though I've lived all over the world with the foreign services, I come from a very tiny village in the south of Sweden,' said the urbane diplomat.

'This is my second posting to Asia - the first was four years in Bangkok. Although the places I have been stationed varied greatly, I have enjoyed them all.

'When living in a country for three or four years, as we normally do, you get to know the country at a pretty intimate level.'

Married to an American school teacher and with an 11-year-old daughter, she has also been posted in Europe and Africa.

When Ms Trulsson Evidon came to Hong Kong in 2001, she immediately noticed the well-functioning legal system, convenient transportation and the absence of corruption.

'For many Swedish companies Hong Kong has long been the gateway to China,' she said.



Swedish cultural festival set to brand hearts and minds