Sweden Makes History as the First Country to Seek a Trademark for Its Name

What do a small town in Arkansas, a coastal village in Indonesia, and a Scandinavian country with the Northern Lights have in common? They’re all named Sweden. But only one of them boasts iconic cinnamon buns, world-famous design, and breathtaking archipelagos—and it’s tired of the confusion. That’s why Sweden is making history as the first country to seek a trademark for its name, so travelers know exactly where to find the original Sweden.

There are a total of seven other Swedens scattered across the globe, including six in the United States.

But now, Sweden—the real Sweden—is taking matters into its own hands.

Visit Sweden, the nation’s tourism board, has applied for a trademark of the name “Sweden” through the European Union Intellectual Property Office (EUIPO).

A Global Identity Crisis

Travel mix-ups aren’t as rare as you’d think. A recent survey by Visit Sweden found that 11% of Americans have accidentally traveled to the wrong place due to duplicate names.

With 24 million Americans expressing interest in visiting Sweden, that means more than 2.6 million could end up in a tiny town with the same name instead of the iconic Scandinavian destination.

“We’re flattered that others want to be called Sweden, but we’d prefer if there were only one. Our Sweden,” says Susanne Andersson, CEO at Visit Sweden. “In 2024, with ‘dupes’ trending everywhere, from handbags to holidays, we want people to sign our petition and help travelers discover the authentic Sweden,” Andersson adds.

Wonderful aerial panorama from height of bird's flight on observation deck on tower City Hall to Gamla Stan (Old Town), Stockholm, Sweden — Photo credit: Andrey Shcherbukhin / Shutterstock.com

Why Trademark “Sweden”?

While countries themselves cannot trademark their names, internationally recognized travel destinations can. Sweden’s playful yet practical campaign underscores its unique charm while setting it apart from its namesakes. Here’s how you know you’ve landed in the original Sweden:

Free blue gems: not sapphires, but blueberries! You can forage for wild berries in lush, blue-hued forests and for seaweed in the salty West Coast waters.
Exclusive islands: Quiet luxury with untouched, crowd-free archipelagoes offering pure wilderness instead of glitz.
Private chauffeurs: Discover dog sledding and snowmobile adventures in the winter wonderland of Swedish Lapland.
Timeless treasures: Step back in time at UNESCO World Heritage Sites, like medieval Visby and the ancient landscape of Laponia.
“Four-seasons” accommodations, Swedish style: Stay in one-of-a-kind hotels made of ice, floating on water, perched in trees, or among wolves and other Nordic wildlife.
Open to All, 24/7: Celebrated as one of the world’s most welcoming and progressive countries, Sweden is a perfect romantic destination, no matter who you are or whom you love.

A Cheeky Call to Action

Visit Sweden is inviting the public to sign a petition supporting its trademark application. The lighthearted initiative also includes a guide to spotting the real Sweden versus its name dupes so travelers know what to look for before they book.

So, next time you’re planning a trip to Sweden, make sure it’s the one with cinnamon buns, pristine nature, and maybe a moose or two. After all, there’s only one original Sweden.