A Swedish woman taking things into her own hands.
Sweden has existed for over 1,000 years, but travelers across the globe are confused because other places, inspired by the country’s untouched beauty and joyously inclusive culture, have taken its name.
Seven other places in the world call themselves Sweden, so to distinguish itself from the name-alikes, the Kingdom of Sweden is taking a bold, historic step that no country has before. It’s become the first to apply to trademark its name with the European Union Intellectual Property Office.
Visit Sweden likens the country’s problem to a luxury brand that has to contend with dupes, knockoffs, or bootlegs that fall short of the glory of the genuine article.
“It’s flattering that other places want to be called Sweden, but let’s be honest, there should only be one. Our Sweden. The one with the Northern Lights, endless forests, and the world’s best flat-pack furniture,” says Susanne Andersson, CEO at Visit Sweden.
- YouTubewww.youtube.com
By trademarking its name, Sweden will make things much less confusing for travelers worldwide. It’d be a shame for someone looking to visit Sweden’s majestic Lapland to mistakenly wind up in a place with no reindeer, Aurora Borealis, or cloudberries to be found.
The world-class research team at Visit Sweden knew it had to act when it realized that other destinations with the same name had tripped up travelers. People looking to vacation in Portland, Oregon, have accidentally wound up in Portland, Maine. Travelers yearning to experience the fall in Manchester, New Hampshire, have been deplaning in Manchester, England. “It happens more than you think!” the researchers admitted.
The Northern Lights in Sweden. via Visit Sweden, Photographer: Jann Lipka/imagebank.sweden.se
The E.U. Intellectual Property Office must act swiftly and allow Sweden to trademark its name so that travelers worldwide don’t miss the opportunity to experience an utterly unique country known for its serene landscapes, commitment to deep relaxation and personal freedom.
No one should ever miss out on staying on one of Sweden’s 267,570 islands, more than any other country. The Swedish archipelagos offer luxurious glamping, peaceful hikes, tranquil solitude and awe-inspiring, pristine nature.
A woman camping in the Swedish archipelago.via Visit Sweden, Photographer: Anders Klapp/imagebank.sweden.se
Sweden is a beautiful place to visit all year round, with bright summers, colorful falls, vibrant springs and dark, crisp winters. It is also a place to delight your tastebuds with a cuisine centered on healthy, locally sourced produce, with some preparation methods dating back to the Viking era.
The original Sweden is a place where one can relish Old World European history while also enjoying the modern pleasures of the most progressive countries in the world. Travelers can be whisked back into history by visiting the Naval Port of Karlskona, a well-preserved European naval town from 1680. Or, enjoy cutting-edge design, delicacies, art, music and culture in hip metropolitan destinations such as Stockholm or Sweden’s “coolest city,” Gothenburg.
Did we mention Sweden has an ABBA museum? Wait till the other 7 Swedens find out about that.
As you can see, Sweden is an incredibly unique destination that cannot be duplicated. It would be a tragedy for anyone intending to visit the original Sweden to mistakenly find themselves in a name-alike place that lacks its Scandinavian charm. You can do your part to stop the confusion by signing a petition to let Sweden trademark Sweden at Visit Sweden (the original).
A Swedish Midsommar celebration. via Visit Sweden, Photographer: Stefan Berg/Folio/imagebank.sweden.se
pink and green flower bouquet on brown concrete wall
Photo by 
Cry Hug GIF by Hollyoaks
Alev Takil/Unsplash
Tommy Edison watches movies for a living. He's never actually seen one.
If you're only watching movies, you might be missing out.
Tommy Edison was born blind. That didn't stop him from falling in love with movies.
If your first reaction upon reading that was to wonder how a blind person watches movies, Edison understands. It's a question he's answered a lot in his job as the Blind Film Critic on YouTube.
"I'm always asked how I can enjoy films without being able to see them," he said. "But for me, there's so much more to the experience — there's story, there's dialogue, there's music and sound. It's a lot more than what you watch on the screen."
For blind movie lovers like Edison, knowing that there are actors and action on the big screen is only a small part of experiencing cinema.
Tommy Edison, the Blind Film Critic. Image via Tommy Edison, used with permission.
"For me, the biggest part of a film is the story," he said. "Movies like 'Goodfellas' or 'Clerks' don't even need the visuals — their storytelling is so strong and the performances are so skilled. As soon as those movies started, I was right in the story."
Even if a film doesn't have amazing performances, it can make up for it with an excellent soundscape. "There was an incredible movie called 'The Grey,' starring Liam Neeson, a few years back," said Edison. "Most of the action took place outside, and the sound editors took advantage of the surround sound in the theater to make it feel like we were right there with them. I could hear the rain all around me — so much that I wanted to wipe it off my head, it felt so real."
At the moment, a lot of big-budget movies revolve around action sequences without dialogue — a challenging situation for blind moviegoers. That's when audio descriptions are helpful.
A woman listens with headphone to a movie playing on her laptop. For blind movie watchers, hearing the action is just as good as seeing it. Image via iStock.
Like closed-captioning for the hearing-impaired, audio commentary helps vision-impaired or blind people follow along with TV and movie action during scenes with limited dialogue.
According to the American Council of the Blind, three American theater chains — AMC, Cinemark, and Regal — offer audio descriptions on all of their screens. Blind or vision-impaired moviegoers can go to the theater and wear a set of headphones that will play a narration track describing the film's key visual elements like costumes, sets, and other moments only sighted people would experience. Best of all, the track only runs during pauses in lines of spoken dialogue, ensuring non-sighted moviegoers don't miss anything.
For Edison, an audio description track changed his understanding of one of the most famous movies of the '90s. "I tried watching 'The Matrix' a few times without audio descriptions. I couldn't make it through more than about 20 or 30 minutes of it," said Edison. "The descriptions changed that; they helped me understand what it was about, and how cool of a film it was."
While Edison is appreciative of technological advancements like audio descriptions, he'd rather they weren't necessary.
If he had his way, Hollywood would simply get better at telling stories, rather than showing them.
This empty green-screen set could become an entire scene in a superhero popcorn flick. For blind moviegoers like Edison, that's a big problem. Image via iStock.
"The one genre that doesn’t really work for me as a blind audience member are the superhero movies," he said, conspiratorially. "'Thor,' 'X-Men,' 'Superman' — it all sort of seems to be eye candy. They have all these incredible performers, and they all know how to act — studios need to give them something to work with! At the very least, they need to talk to each other more during fight scenes, not just grunt and roar."
Movies and TV shows are part of our shared cultural fabric — whether we're watching them for the action on the screen or listening to them for the stories they tell.
While, as Edison said, "there's nobody audio-describing our lives," anyone can appreciate the moviegoing experience of blind people on their own. So next time you settle in for a night on the couch or head to the theater for a break (and some $12 popcorn), maybe try closing your eyes and listening to the film instead. You might end up seeing it in a whole new way.
Tommy Edison was born blind. That didn't stop him from falling in love with movies.
If your first reaction upon reading that was to wonder how a blind person watches movies, Edison understands. It's a question he's answered a lot in his job as the Blind Film Critic on YouTube.
"I'm always asked how I can enjoy films without being able to see them," he said. "But for me, there's so much more to the experience — there's story, there's dialogue, there's music and sound. It's a lot more than what you watch on the screen."
For blind movie lovers like Edison, knowing that there are actors and action on the big screen is only a small part of experiencing cinema.
Tommy Edison, the Blind Film Critic. Image via Tommy Edison, used with permission.
"For me, the biggest part of a film is the story," he said. "Movies like 'Goodfellas' or 'Clerks' don't even need the visuals — their storytelling is so strong and the performances are so skilled. As soon as those movies started, I was right in the story."
Even if a film doesn't have amazing performances, it can make up for it with an excellent soundscape. "There was an incredible movie called 'The Grey,' starring Liam Neeson, a few years back," said Edison. "Most of the action took place outside, and the sound editors took advantage of the surround sound in the theater to make it feel like we were right there with them. I could hear the rain all around me — so much that I wanted to wipe it off my head, it felt so real."
At the moment, a lot of big-budget movies revolve around action sequences without dialogue — a challenging situation for blind moviegoers. That's when audio descriptions are helpful.
A woman listens with headphone to a movie playing on her laptop. For blind movie watchers, hearing the action is just as good as seeing it. Image via iStock.
Like closed-captioning for the hearing-impaired, audio commentary helps vision-impaired or blind people follow along with TV and movie action during scenes with limited dialogue.
According to the American Council of the Blind, three American theater chains — AMC, Cinemark, and Regal — offer audio descriptions on all of their screens. Blind or vision-impaired moviegoers can go to the theater and wear a set of headphones that will play a narration track describing the film's key visual elements like costumes, sets, and other moments only sighted people would experience. Best of all, the track only runs during pauses in lines of spoken dialogue, ensuring non-sighted moviegoers don't miss anything.
For Edison, an audio description track changed his understanding of one of the most famous movies of the '90s. "I tried watching 'The Matrix' a few times without audio descriptions. I couldn't make it through more than about 20 or 30 minutes of it," said Edison. "The descriptions changed that; they helped me understand what it was about, and how cool of a film it was."
While Edison is appreciative of technological advancements like audio descriptions, he'd rather they weren't necessary.
If he had his way, Hollywood would simply get better at telling stories, rather than showing them.
This empty green-screen set could become an entire scene in a superhero popcorn flick. For blind moviegoers like Edison, that's a big problem. Image via iStock.
"The one genre that doesn’t really work for me as a blind audience member are the superhero movies," he said, conspiratorially. "'Thor,' 'X-Men,' 'Superman' — it all sort of seems to be eye candy. They have all these incredible performers, and they all know how to act — studios need to give them something to work with! At the very least, they need to talk to each other more during fight scenes, not just grunt and roar."
Movies and TV shows are part of our shared cultural fabric — whether we're watching them for the action on the screen or listening to them for the stories they tell.
While, as Edison said, "there's nobody audio-describing our lives," anyone can appreciate the moviegoing experience of blind people on their own. So next time you settle in for a night on the couch or head to the theater for a break (and some $12 popcorn), maybe try closing your eyes and listening to the film instead. You might end up seeing it in a whole new way.