Sweden, The Land of IKEA, ABBA, Meatballs and…Mythology?
New research from Visit Sweden reveals that IKEA, pop group ABBA and meatballs, are what Brits associate most with Sweden.
However, there is more to Sweden than just delicious food and great music, and according to the study, many are unaware of Sweden’s rich culture and heritage. With only a fifth (21%) aware of Swedish folklore and less than a sixth (14%) of the nation’s mythological heritage - many travellers are missing out on experiencing centuries of captivating tales from trolls to the huldra – all born in Sweden’s vast, deep forests.