When The Nordic council of Ministers collaborate on a mutual branding of the Nordic countries, it is not about achieving world domination.
It’s not about asserting our superior culture, wonderful nature and creativity. It’s not about beating all the other places in the world that are also busy trying to assert their culture, nature and creativity on the rest of the world.
It’s not even about conquering investments, growing tourism and creating jobs.
It’s about inviting. Inspiring. Toward conversation and cooperation, to an exchange of thoughts and ideas.
It’s about making the Nordic perspective applicable as a human competitive parameter.
This is why our story is not one asking the world to look up to the North, but one that tells we are already everywhere.
From Nordic mythology in popular culture to women’s rights in Somalia, there are traces of The Nordics everywhere. Physically, it embodies itself as architecture, design, art and technology. Emotionally as culture, policies and human values such as trust and openness.
In short, The Nordics fill more in the world than just our physical space. Not because the North is the centre of the universe. But because we understand that The Nordics are not our sole property. No one can take patents on trust, openness, creativity, equality and fundamental human rights.
The Nordic way is simply a testimony to humanity. About where we come from, and how to proceed.