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London's Soho Square set for Swedish 'fika'

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London's Soho Square set for Swedish 'fika'
14:43 CEST+02:00
The scent of Swedish coffee and cakes is filling the air over Soho Square in the heart of London's theatre district after tourism group VisitSweden erected a Swedish style café to offer "fika" and to lure cosmopolitan Londoners to Sweden.

"Swedish food culture is an excellent medium for the Swedish way of life, which many perceive as harmonious and authentic, yet modern. This is a strength in the marketing of Sweden," said Thomas Brühl, CEO at VisitSweden, said in a statement.

The campaign has the southern Sweden province of Skåne as its focus and the produce on offer in Soho Square this week has been provided in partnership with pastry chef Jan Lundh and promises "afternoon tea, Swedish style!".

"Skåne is well located for British travellers and ideal for those looking for something new to experience on a short vacation," said Semmy Rülf, director of VisitSweden's UK office.

Artist Emma Karp Lundström, known for her annual sculptures at the Kivik Apple Market, has been drafted in to construct a collage from a tonne of Swedish apples.

The "Fika!" event is part of a year-long campaign to promote Skåne in the UK which features press and billboard advertising, PR and other marketing events.

Skåne and the region around Ystad in particluar has become familiar to Brits thanks to the TV serialisation of Henning Mankell's Wallander series of crime stories starring English thespian Kenneth Branagh.

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