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London's Soho Square set for Swedish 'fika'

Peter Vinthagen Simpson · 26 Aug 2011, 14:43

Published: 26 Aug 2011 14:43 GMT+02:00

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"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.

Story continues below…

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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Peter Vinthagen Simpson (news@thelocal.se)

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Your comments about this article

20:37 August 26, 2011 by StockholmSam
Wonderful. Dry, tasteless cinnamon buns. That will get them to visit.
20:41 August 26, 2011 by Smokebox
Please. Hard to find a good cup of coffee in Sweden?????
21:29 August 26, 2011 by Osk
As if there are any British people in Soho Square at this time of year
02:45 August 27, 2011 by iwannabe
Bad timing. We're all in Spain and Turkey, trying to catch the last few rays before it's all over.
09:30 August 27, 2011 by Frank Arbach
...what a bore!! With so many more interesting things to catch the attention in that part of London, don't think 'fika' would register a blip...
22:34 August 27, 2011 by spy
And how much media coverage did this earth-shattering PR stunt get in the UK? Not much.

The PR stunt was about as boring as fika (and Skåne) itself.
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