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Why are so many Germans obsessed with Sweden?

The number of German tourists and expats in Sweden is rising, while in Germany the positive view of the Swedish lifestyle is so widespread there's even a specific word for it.

Why are so many Germans obsessed with Sweden?
A group of tourists in Stockholm's Old Town. Photo: Adam Wrafter / SvD / TT

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The number of German tourists coming to Sweden grows every year.

Last year, German visitors spent just above three million nights in Sweden, according to Tillväxtverket, the Swedish Agency for Economic and Regional Growth. Compared to five years ago, that's an increase of more than half a million, making Germany the second most common country of origin for tourists in Sweden, just after Norway (3.3 million nights in 2017).

German fascination for all things Swedish got so strong that several years ago it even prompted Swedish officials to warn of German tourists stealing elk warning signs from Swedish roads.

What's more, many Germans seem to extend their stay and move to Sweden permanently. According to Statistics Sweden, there were 50,863 German-born people resident in Sweden in 2017 – making Germany one of the five European countries with the most emigrants to Sweden. 

In fact, the positive view of Sweden is so widespread in Germany that there's even a term for it: Bullerby-Syndrome or Bullerbü-Syndrom in German. 

“The Bullerby-Syndrome states that Germans see Sweden as a very romantic country,” Charlotta Seiler-Brylla, a professor of German at Stockholm University, tells The Local. “They see it as a country with lots of nature, in which everything is stable and in good order.”

The term gets its name from the characters in a series by Swedish children's author Astrid Lindgren, whose other stories of Pippi Longstocking and  Emil of Lönneberga are much loved in Germany and have contributed to the traditional image of red wooden cabins, sprawling nature, Midsummer festivities, and happy people.

But she isn't the only one painting a positive picture of Sweden.

“There's a German TV series called Inga Lindström,” Seiler-Brylla explained. “It's set in a fictional Sweden, that basically depicts only good sides and lots of beautiful nature. Many Germans feel like spending their holidays in Sweden because of that romantic picture.”

READ MORE: 'The image of Sweden in Germany is quite old-fashioned'


An episode of the German TV show “Inga Lindström” is recorded in Dalarö. Photo: Jurek Holzer/Svenska Dagbladet/TT

However, German tourists are also intrigued by the prospect of a darker side of Sweden – Swedish crime novels are immensely popular in Germany.

Germany has long had a huge appetite for detective fiction, and was home to some of the earliest examples of modern crime fiction by E.T.A Hoffmann and Friedrich Schiller. These days, novels by Swedes such as Stieg Larsson and Maj Sjöwall are found in bookstores around the world and not least in Germany, which may lead to an interest in their country of origin.

“There has been a wave of Swedish crime novels rolling over Germany since the '70s,” says Seiler-Brylla, suggesting that the German interest in so-called 'Scandi noir' long predated the trend in many other countries. 

The professor adds that it's not just the fictionalized, exaggerated versions of Sweden that appeal; many Germans also follow current affairs in Sweden closely. 

One topic discussed widely in Germany, especially in tabloids and magazines, is the Swedish royal family.

The magazine Bunte frequently publishes articles about the Swedish royals, covering their holidays, family photos, and travels. When magazines post photos of the family on Facebook, the comments are usually sympathetic: “What an appealing, down-to-earth family they are. I love them,” is one typical recent response.

READ ALSO: Five ways to cure homesickness as a German in Stockholm


The Swedish royal family in 2016. Photo: Jonas Ekströmer/TT

The Swedish ambassador in Berlin told The Local earlier this year that Sweden generally enjoys a good reputation in Germany, and there is a high level of knowledge among Germans about Swedish culture and companies.

The German ministry of foreign affairs states that the country is “keenly interested” in Sweden's socio-political progress – childcare, family policy and diversity are just some of the themes to mention.

Especially Sweden's gender equality policy is talked about frequently in Germany, and mostly with a favourable view.

The online magazine orange by handelsblatt published an article with the headline “Do you want to experience gender equality live? Then go to Sweden!”, the German radio station Deutschlandfunk did an article titled “How do feminist foreign- and trade politics work”, talking to Swedish ministers. 

“Additionally, I think that there is a certain recognition value that Germans see in Sweden,” explains Seiler-Brylla. “The countries have been historically linked for decades.”

The German-Swedish relationship started off well with an elective affinity in the 19th century, according to Seiler-Brylla. After the Second World War it changed for the worse, but nowadays Germany's reputation is getting better again, with many young Swedes showing a growing interest in Berlin.

Today, there are striking similarities between the two countries on several levels: a booming tech industry and strong industrial sector, close partnership within the EU, and closely linked languages, which may make communication easier.

READ MORE: Coffee, cash and Eurovision: Eight differences between Germany and Sweden

The Local spoke to two young Germans about their opinions on Sweden. Johanna Stein, a trainee at the Hannoversche Allgemeine Zeitung in the German city of Hannover, has spent three months in Stockholm for an internship. She decided on Sweden because she heard many good things about the country beforehand.

“Many of my relatives are fans of Scandinavia. It seems like everyone has an idea of Sweden, which in most cases is quite positive,” she told the Local.

Asked what she likes most about Sweden, Stein stated: “The tranquility. Everyone seems so relaxed.” She also talked positively about the “great nature and culture” and added that “Swedes are really good people, once you crack them.”


Johanna Stein. Photo: Private

Andreas Wershofen, a student of plant biotechnology, also has a good picture of Sweden, due both to the country's cultural output and his experiences socializing.

“I recently found out that a lot of the bands I like are from Sweden… The Hives, Royal Republic, In Flames and so on. That's the reason why I have a growing interest in that country,” said Wershofen.

He added: “Some of my friends went to Sweden after school. When they came back they talked very positively about the informal way of addressing people, and that Swedes seem to be a really respectful folk. When a non-Swedish speaker was in a group of Swedish students, they usually started talking English, even to each other.”

READ ALSO: Alter Schwede! The surprising role of old Swedes in the German language


Andreas Wershofen. Photo: Private.

It is reasonable to expect that Sweden will remain interesting to Germans in the future, says Seiler-Brylla, listing the Bullerby-Syndrome as the biggest reason for that. And even if life in Sweden doesn't quite resemble an Astrid Lindgren book, there's still a lot to interest Germans who stay in the country on a temporary or even permanent basis.

“The countries actually have a lot in common, for good and for bad,” she says. “Both represent a humane refugee policy, but also a growing right-wing party.”

As long as both countries stay on the same side in the future, she sees positive effects though: “Sweden will always be interesting for the Germans.”

 

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READER INSIGHTS

‘Benny is always very kind’: Foreigners’ top encounters with Swedish celebrities

We asked The Local's readers to tell us of a time they met a Swedish celebrity. Here are their best stories.

'Benny is always very kind': Foreigners' top encounters with Swedish celebrities

Some readers shared stories of encounters with Swedes who are also global stars, such as Abba or the King and Queen of Sweden, others spoke of meeting national celebrities who had helped them get to know their new home country.

Anne Foo from Malaysia is a fan of the Sällskapsresan movies by Lasse Åberg, who plays the kind but hapless Stig Helmer.

“It was one of the first Swedish films I watched when I first moved to Sweden that I could understand without needing to be fluent. It helped me understand the Swedish psyche and their humour and Swedish people in general,” she said.

Multi-talented artist Åberg is also known for his sketches of Mickey Mouse, as well as Trazan & Banarne, one of Sweden’s most famous children’s shows, and his band Electric Banana Band. Anne met him when she visited his museum, Åbergs Museum, outside of Stockholm.

“We were not expecting to see him there but we kind of heard he pops by the museum often to help out. We bought tickets for the guided tour and lucky us the guide fell sick (sorry guide!) and Lasse, who happened to pop by just then, took over and gave us a personal guided tour of his museum. He is just as he was as Stig Helmer. Has a down-to-earth humour, very intelligent and humble.”

Another reader, Doug, met Swedish singer Lisa Nilsson when she was performing the lead role in the musical Next to Normal at Stockholm’s Stadsteater, a performance she got rave reviews for.

“I have loved Lisa Nilsson for years, ever since Himlen runt hörnet was required listening in my Swedish class,” he wrote on The Local’s Facebook page.

“After the performance I waited by the stage door to see if I could meet her. Many people came out, but not her – until finally she exited, alone. I approached her and she was not just gracious – she seemed genuinely excited to meet an American fan. We stood (in the rain, no less) and spoke for a while. I came away feeling that my adoration was well-placed: talented, beautiful, and so down to earth. A wonderful entertainer and an extraordinary human being.”

Some readers also shared pictures of themselves running into a Swedish celebrity.

Benjamin Dyke met football coach Sven-Göran Eriksson in Torsby, where Eriksson grew up, at the opening ceremony of the Svennis Cup, a youth football competition held every year in his honour.

Eriksson, more known by his nickname Svennis in Sweden, during his long career coached teams such as Lazio in Italy and brought England, as coach, to the quarter-finals of the 2002 and 2006 World Cups. Earlier this year he disclosed he had been diagnosed with fatal pancreatic cancer.

Dyke’s encounter with Eriksson happened a few years ago, and he walked up to the Swede to thank him for his time as England manager and the two chatted for a while about that.

“He asked where I came from in England and I answered that all my family come from Liverpool. His eyes lit up (I now know he supported Liverpool all his life, as did his dad) but when I explained that I was an Everton fan (the other Liverpool team…) he quickly shut down the conversation and walked away,” said Dyke.

Sven-Göran Eriksson, left, and Benjamin Dyke in 2018. Photo: Private

Readers also shared their stories on The Local’s Facebook page. Lindelwa posted a picture of her chance meeting with Swedish Melodifestivalen winner John Lundvik at Stockholm’s Arlanda Airport, although she revealed they did not share a flight.

Lundvik represented Sweden in the 2019 Eurovision Song Contest with the song Too Late for Love (and co-wrote the UK’s entry, Bigger than Us, the same year), with which he came in fifth.

Lindelwa and John Lundvik. Photo: Private

Gerard met Abba legend Benny Andersson outside his studio in Stockholm.

“I had never seen Benny’s studio so I went to take a look with the ferry from Djurgården to Skeppsholmen. I was told that Benny was in so I waited for a little while and he came out to meet a few fans,” he said, revealing that it was in fact not the first time he ran into Andersson, a composer also known for co-writing hit musicals such as Chess and Kristina from Duvemåla.

“He’s always very kind and patient. I had met him before, last time in 2010 in London for the concert of Kristina at the Royal Albert Hall. Next stop will be May 27th, the second anniversary of Abba Voyage in London where Benny and Björn will do a Q&A before the show.”

Gerard and Benny Andersson back in 2010. Photo: Private

Several other readers also said they had met members of Abba.

“I was a child visiting my relatives in Sweden the year Voulez-Vous was released. My aunt took me to NK [Stockholm mall] to buy the LP. On our way back to her apartment, she spotted Frida on Hamngatan. My aunt was amazing at celeb-spotting, and she was usually very discreet, but in this case she insisted I go up and say hello! Frida was happy to autograph the album for a young fan; it’s still one of my prized possessions today,” said Sue Trowbridge.

Of course, it’s not always easy to recognise celebrities. You might spot a familiar face but not be able to place it, as happened to Linda on two separate occasions when she ran into a Swedish acting star and a member of the Nobel Prize-awarding Swedish Academy.

“I accidentally stared at Pernilla August in a local food shop. She looked familiar but I couldn’t recognise her. She stared back and I suddenly came to my senses and looked another way. Embarrassed. I’ve also stared at Horace Engdahl,” she said.

In The Local’s original survey call-out, we also included a story from Australian reader Jake Farrugia, who was on his lunch break in NK when he spotted a familiar face, Sweden’s Crown Princess Victoria. He walked up to her to ask for a selfie.

“She was very nice and we shared some small talk which truly made me feel like we were on the same level and that she had a strong sense of humanity, as I stood there, butchering her native language with my ‘work in progress’ level of Swedish. I can see why the Swedish people have a deep love and respect for her,” Farrugia said.

“It’s a very un-Swedish thing to do, that’s why I think it’s so fun! All of my encounters with celebrities in Sweden have been very positive so far. It’s all in the approach, you have to be respectful and be OK with others not wanting to give you their time of day, since we all have days where we are feeling less social and those can easily be interpreted as a part of our character, but they rarely are a fair representation.

“If I were to be a celebrity, Sweden would be the place to best blend in. It seems like celebrities can live a somewhat normal life as the construct of ‘celebrity’ isn’t viewed as a thing people go hysteric for as is the case in many other countries.”

The Local’s reader Jake Farrugia snapped this selfie with Sweden’s Crown Princess Victoria. Photo: Private
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