National | EMBASSY AVENUE

Raising children Swedish style

Children and parents enjoyed Swedish products for kids during the Sweden Kids Week event last weekend at the Embassy of Sweden in Tokyo.

It is an important opportunity for manufacturers to meet their users and listen to them, Swedish Ambassador Magnus Robach said to the press prior to the event on Oct. 10 at the embassy.

“It’s also an opportunity for us representing Sweden here to tell you about our experiences bringing up kids in Sweden and also to address the tricky question of how to manage working life and family life and how to share these responsibilities between mother and father,” the ambassador said. There was also a lunch meeting, where the ambassador shared his experiences and opinions on parenthood and the social situations surrounding the work-life balance in Sweden.

On Saturday, there was a special ceremony to celebrate the third anniversary of the annual Sweden Kids Week event.

“We believe in giving children space that is happy and safe, sharing parenthood and playing outdoors,” said Minister Counsellor Victoria Forslund Bellass of the embassy, who cut the traditional Swedish princess cake.

These ideas are obviously reflected in the designs and functions of Swedish-brand goods for children, such as clothing, toys, baby carriers, strollers and many other nursery items.

Although such products were previously presented in trade shows at larger venues, the embassy decided to organize an event to welcome children and parents in an intimate setting with more “Swedishness,” explained Commercial Counsellor Cecilia Leiram of the embassy.

Besides each company’s booth, the event offered Swedish food and beverages, as well as book readings, film screenings and workshops on Swedish Bunne instruments. The event attracted around 3,300 visitors over the weekend, fortunately before a typhoon reached Tokyo.

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