The Swedish Music Moments exhibition, as part of the Europe Village event taking place on May 12-14 in the heart of Hanoi, celebrates contributions by legendary Swedish bands namely ABBA, Avicii, Ace of Base, Robin, Roxette, and more.

A Vietnamese visitor enjoys Swedish music at the event taking place in Hanoi on May 12-14. Photo: Lam Pham

“Sweden's musical achievements are truly remarkable," said Ambassador of Sweden to Vietnam Ann Måwe. "As a small country with a population of 10 million, located partly within the Arctic Circle, Sweden has become a leader in the world of top music. The Swedish Music Moments exhibition celebrates this incredible success story and allows audiences to discover the rich musical pop heritage of Sweden," she noted.

Swedish songwriters and producers have been behind many of the top hits on the US Billboard chart since the mid-1990s, establishing themselves as leading players in the international pop music scene. Sweden has become one of the largest music exporters in the world, and visitors to the exhibition can learn about the country's remarkable success story in the music industry.

The Swedish booth typical for music that honors legendary artists. Photo: Linh Pham

Jan Gradvall, Swedish influential journalist and author noted that “One the key reasons behind the success of Swedish pop music are the school system in Sweden. Education is free for everyone. You also get free music education in schools. Through organizations called Studieförbund, you could also borrow instruments and get access to rehearsal spaces. For young Swedes who grew up in the 70s and 80s who wanted to play, you were encouraged to do so”.

In addition to the Swedish Music Moments exhibition, the Embassy of Sweden in Hanoi is excited to launch floorball as a new sport for girls and boys of all ages. Originating from Sweden, floorball is a fast-paced, low-contact sport that is easy to learn and fun to play. With its simple rules and equipment, floorball is accessible to everyone, regardless of skill level.

"We are thrilled to introduce floorball to Hanoi as a new sport option for both girls and boys," said Mikael Ahlerup, Secretary General of the Swedish Floorball Federation, who is visiting Vietnam to discuss possible collaborations with the Vietnam Olympic Committee. "Floorball is a great way to make new friends and can be played in a variety of settings, from schools and community centers to recreational leagues and tournaments."

After playing a game of floorball and trying it out for themselves, many young girls were excited to join the Swedish Ambassador for a photo shoot. Photo: Lam Pham

Floorball has spread to 78 countries in Europe, Asia, and North America and is included in one of the official sports at the current SEA Games 2023 in Cambodia.

The Swedish booth also displays Sweden's rich cultural offerings, including music, literature, and sports. Among them, the concept of Lagom – the Swedish philosophy of living a balanced and green life – is one of the highlights besides Swedish music on the main stage when Blue Sofa will perform on May 13.

Sweden is also known for its popular and traditional cuisine. Photo: Linh Pham