CASE STUDY THE CLIENT The Swedish Spirit of Innovation is a bilat- eral Sino-Swedish joint initiative by a collec- tive of Swedish and Chinese companies and organisations aimed at promoting ‘the Swedish way’ of doing business as well as Sino-Swedish collaboration in China. Featuring some of Sweden’s most famous brands – including IKEA, Volvo, and Ericsson – the campaign sought to enhance the repu- tation and brand awareness of Swedish companies in the Chinese market. The uniquely Swedish capacity for inno- vation and entrepreneurship is well docu- mented. Despite representing only 0.13 per cent of the world’s population, the land of Vikings has a disproportionately level of inuence on global innovation. Sweden consistently tops the European Commission’s Innovation Union Scoreb

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