The Embassy of Sweden in Cairo celebrated on Tuesday Sweden Day, with the theme "Inspiring Sweden" set this year to highlight Swedish values and innovations. In an official press release, the embassy celebrated with 2,000 invitees and representatives from more than 20 Swedish companies operating in Egypt. “Today is about celebrating the strong Swedish-Egyptian ties that already exist, as well as looking towards the future and how we can further deepen our relations,” Swedish Ambassador Jan Thesleff said. Multinational Swedish companies presented their latest innovations, products and services at the reception, allowing the embassy's guests to experience their products firsthand. “Egyptians and Swedes are creative and I believe we can inspire one another," Thesleff said. The ceremony was celebrated with music produced, written or sung by Swedish artists. Sweden is the world's number one exporter of chart music relative to its GDP, according to the embassy. The embassy highlighted Sweden's renowned artists, which include ABBA, Roxette and the late Avicii. ABBA is back in world headlines after recently announcing new music for the first time in 35 years. Music also featured young rising Egyptian singer Hana Afifi, who is part of the Fabrica musical theatre company. Afifi has featured with various bands, including Cairo Big Band Society, The Gypsy Jazz Project and Retro. Sweden Day 2018 was organised in collaboration with the following Swedish companies: ABB, Baxter, Electrolux, Ericsson, Gamma Knife, IKEA, Nordic Water, Oriflame, Scania, Tetra Pak, Volvo Cars, Volvo Buses, Trucks and Construction Equipment, Absolut, Atlas Copco, Blueair, Newstag, Novelari, SKF and the Swedish startups Elprices, FunRock and Kitab Sawti.
