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.
The research also revealed that Brits are rekindling their love for the great outdoors, with over half (57%) taking walks in nature whilst almost a quarter (24%) listen to podcasts or audiobooks to escape everyday life. Nature is also a source of inspiration, with 22% claiming that being amongst nature fuels their imagination or creativity.
To bring the nation’s mythology and folklore to life and to connect travellers with their passion for getting into nature, Visit Sweden has collaborated with international bestselling author John Ajvide Lindqvist, to create the spellbinding audio story ‘Kiln’ available only in the Swedish forest. The audio story aims to create a new experience for travellers to help them escape in new ways, bringing mythic Swedish nature to life, and seducing listeners deeper and deeper into the forest.
“The supernatural has always played an active role in Swedish culture. It is more than just a backdrop to the crime stories and Nordic noir movies that have made the country famous. Now, the world is welcome to discover it for themselves in a truly immersive experience. As a horror author, when I enter a forest, I only need a glimpse of the dark side of a stone or the knots of a tree to trigger my imagination. Nature seems to come alive and lures you to come after it,” says author, John Ajvide Lindqvist.
“We want to inspire the world to reignite their imagination and come and experience something completely different. With 70% of Sweden covered by forest, it’s no wonder they are home to many fascinating and creative creatures. Now we want to introduce the world to their spellbindingly beautiful home... if you dare,” says Nils Persson, Chief Marketing Officer, Visit Sweden.
The story is experienced in the first person, inviting listeners to walk in the footsteps of a character who encounters the enchanting huldra, a forest nymph from Swedish folklore. However, those looking to experience the spooky story for themselves can only do so if present in the Swedish forest. A geo-restriction has been applied to make the story fully immersive, inviting the listener to discover the mystery of Sweden with all their senses.
For those who dare, the audio story is available for free on Visit Sweden’s website, accessible from within Sweden.