A Word From the President

Gudrun Giddings

Hej Alla,

Hope you have had a nice week leading in to this holiday weekend and springtime! In this Friday’s newsletter you can read how Swedes celebrate the Easter Holiday in Sweden and no matter where you are or what you have planned, we wish you a wonderful relaxing and happy weekend! 

I also want to take the opportunity to say thank everyone who came out for our SACC-LA Happy Hour this past Tuesday. Your appreciation and positive feedback from Tuesday’s evening is much valued. Including gratitude to our featured guests, photographer Maria Tornberg, casting director Dominika Posseren and make-up artist Elin Andersson. 

Swedish music artist Zara Larsson is taking the U.S. by storm and did perform on the Ellen DeGeneres show this past Wednesday. I am sure we’ll see more of this talented young singer very soon. In today’s Finally Friday, you can also find out more about the fantastic organization; Mentor Foundation International, founded by H.M. Queen Silvia of Sweden. The foundation has different chapters throughout the world, including one here in the U.S. The Mentor Foundation USA recently announced the winner of their contest “Living The Example” sponsored by Swedish fashion brand H&M. And finally, as it’s officially now “springtime” why not update your wardrobe with our SACC-LA member ETON. You can find more information about this top Swedish brand under Membership Spotlight including one of their stylish stores right here in LA at Santa Monica Place.

“People from a planet without flowers would think we must be mad with joy the whole time to have such things about us.”  
- Iris Murdoch


          Happy Friday !!
          Gudrun Giddings
          President of SACC-LA


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How Swedes Celebrate Easter

Photo Credit: Lena Granefelt/Image Bank Sweden
Easter in Sweden is a secular holiday, unlike in most places. Some of the traditions may seem rather odd, like children dressing up as witches with painted faces and broom sticks, knocking on doors and asking for treats. According to folklore, witches flew off to a meadow called "BlÃ¥kulla", which is how the tradition originated.

Another tradition is decorating your home with vases filled with birch tree twigs covered in colorful feathers. This tradition dates back to the 1800's and was supposedly a reminder of Christ's suffering. Children would pretend to lash each other with the twigs, but nowadays they remain on the table. Painting eggs as well as organizing an easter egg hunt is also a big part of the Swedish Easter celebrations. The traditional Swedish "pÃ¥skbord" or "easter table" consists of typical Swedish foods such as meatballs, sausages, pickled herring, eggs, salmon, Swedish snaps and sweets. Most of these Easter necessities are available at SACC-LA's member IKEA Burbank

Read more about Swedish Easter traditions here
Visit Swedish Church in LA's website for more information about their Easter celebrations. 

The Mentor Foundation

H.M. Queen Silvia, center, at the Mentor Foundation Gala, September 2015.
Photo Courtesy of Mentor Foundation USA
H.M. Queen Silvia of Sweden founded Mentor International in 1994 in collaboration with The World Health Organization. Since then, the organization has grown to provide support to youths in over 80 countries reaching more than 6 million children. Mentor International, together with Mentor Foundation USA and the other Mentor organizations around the world, is the leading international non-profit network empowering youth and preventing substance abuse. Working with Members around the world, Mentor Foundation make prevention effective and visible by targeting young people and those around them. The goal is to provide support, best practices, and evidence-based mentoring programs that offer young people the inspiration, empowerment, and motivation they need to make healthy life choices and view their futures more positively.
The Mentor Foundation partnered with Global Fashion Retailer H&M to create â€œLiving The Example,” a celebration of positive alternatives to using drugs and alcohol. This initiative is an online social media campaign that encourages youth to speak out and celebrate their peers. The purpose of this competition was to highlight all the positive, drug-free activities that young people are doing. In February 2016, The Mentor Foundation crowned Carly Johnson from Texas the winner of its high school drug prevention competition ”Living the example”. In the winning short-clip, Carly, a very talented young animator, explains how her animations give her a voice through which she is able to make a difference.
Click on the image to watch the clip.
Follow Carly as she manifests for a world free from drugs through her passion here.
Read more about The Mentor Foundation

Zara Larsson Performing at Ellen DeGeneres Show

Click on the image to watch the clip.
Video Courtesy of Ellentube
It seems like Swedish singer Zara Larsson is everywhere these days, either performing, being in a commercial or receiving awards! This determined 18 year old girl is continuing to take the world by storm as she performed her hit song "Never Forget You" on the Ellen DeGeneres Show this past Wednesday. 
The single "Never Forget You" is currently topping Billboard's digital dance list. Zara Larsson rose to fame in Europe when she won the 2008 Swedish version of America's Got Talent, and has been pushing herself to the forefront of the pop scene ever since. The single "Uncover" became Zara's breakthrough single in 2013 and she has since then continued releasing hit after hit. Her edgy electro pop music made her popular in England, advancing her entry in the American market. Zara is since 2015 signed with SACC-LA's sponsor and collaborator TEN Music group.

On the picture to the left is Zara Larsson and her mother attending SACC-LA's Pre-Oscar Party 2013 at Jack Rutberg Fine Arts.
Photo Credit: SACC-LA 
Below you can see 10 year old Zara Larsson perform "My Heart will go on" by Celine Dion in the finale of the Swedish TV-show "Talang" in 2008- 
Click on the image to watch the clip.
Video Credit: TV4
You can read more about Zara Larsson here

Last Chance to Apply for Internship Fall 2016!

The Swedish-American Chamber of Commerce of Los Angeles (SACC-LA) is looking for four self-motivated and driven interns focused on different key areas. The internships have a duration of 6-12 months, beginning in July 2016. The internship applications are open until Sunday, March 27th. Take the opportunity to get a once in a lifetime international business experience by applying!
"This internship has been a great way to utilize and challenge my creative side. To market companies in new ways and create fun events for the Chamber is a versatile task. It’s also an excellent way to expand my network in order to continue my career here in sunny Los Angeles afterwards."

— Sophie Muzzy, Event Manager, Spring 2016
Photo Credit: Vendela Samuelsson
For more information about the internships and to apply, click on the button below.
Apply Here

Sweden vs. Norway at IKEA

Watch the race by clicking on the image. 
Video Credit: NRK
Have you ever wondered what it would look like if a Swede and a Norwegian had a cross-country skiing contest inside an IKEA store? Us neither, but we're glad to finally find out in this funny video. Watching the two sporting rivals, wearing full ski gear jump in ball pools, struggle up stairs and shoot at champagne glasses before one of them emerges from the store victorious, carrying a makeshift backpack crafted out of an IKEA bag. 
Click here to read more about the race at The Local. 

Newport Beach Film Festival 2016

Picture Courtesy of Newport Beach Film Festival
Mark your calendars for the 17th Annual Newport Beach Film Festival! Set in beautiful Newport Beach with over 10 miles of spectacular California coastline, a rich film making history, and a myriad of fine dining, shopping, and exceptional recreational activities. The Festival runs April 21st through April 28th 2016 and will spotlight 300+ films from 50 countries. The Newport Beach Film Festival seeks to bring to Orange County the best of classic and contemporary filmmaking from around the world, even holding a special Swedish Spotlight on April 26th. Committed to enlightening the public with a first-class international film program as well as providing a forum for cultural understanding and enriching educational opportunities, the Festival focuses on showcasing a diverse collection of both studio and independent films.

Read full article on Visit Newport Beach here

Win a ticket to Newport Beach Film Festival!

SACC-LA will raffle out tickets to Newport Beach Film Festival to two lucky winners that get the below question correct:

In which summer 2016 blockbuster feature film will Swedish actor Alexander SkarsgÃ¥rd play the lead role? 

Send your answer to by April 7th and SACC-LA will randomly draw the two winners!
Photo Courtesy of Newport Beach Film Festival
For more information about Newport Beach Film Festival, visit their website

Fika - A Social Cup of Coffee

Photo Credit: Susanne Walström/

"Swedes prefer not to translate the word fika. They don’t want it to lose significance and become a mere coffee break. It is one of the first words you will learn when visiting Sweden, right after tack (thank you) and hej (hello).

Fika is much more than having a coffee. It is a social phenomenon, a legitimate reason to set aside a moment for quality time. Fika can happen at any time, morning as well as evening. It can be savoured at home, at work or in a café. It can be with colleagues, family, friends, or someone you are trying to get to know. It is a tradition observed frequently, preferably several times a day.

Accompanying sweets are crucial. Cinnamon buns, cakes, cookies, even open-faced sandwiches pass as acceptable fika fare. It comes as no surprise that Swedes are among the top consumers of coffee and sweets in the world – or that Swedes appreciate the good things in life."

Read the full article about Swedish fika in

Nature is Art

Photo Credit: Falcor88
Mother Nature is indeed an amazing artist! Looking at these incredible pictures, it's hard to believe that these trees exist in real life, as they look like scenes from a fantasy movie. However, they are very real and Bored Panda has collected photos of 16 of the world's most magnificent trees and where they can be found. So go ahead and look at the pictures that might get you to rethink what reality we live in. 
Click here to look at 16 of the most magnificent trees in the world.

Incredible Ceilings

Solna Subway Station, Stockholm
Photo Credit: David Bertho/AOP
BBC recently compiled a list of the best looking ceilings in the world. One winning construction in particular sticks out as it is not from a church, a concert hall or a ceiling from any other typical venue—and that is the ceiling of the Solna Subway Station in Stockholm.

To find more spectacular constructions in the world check out this article.

A True Hero - Raoul Wallenberg

Photo Credit: SACC-LA
A hero is first and foremost an ordinary person who in dark times finds the strength and courage to take action. One such man is the Swedish diplomat Raoul Wallenberg, today remembered as an honorary Citizen of the United Stated and designated one of the Righteous among the Nations by Israel. But in his time Wallenberg was a modest envoy to Hungary at the height of the Holocaust who dared to challenge the utmost evil, adroitly using international bureaucracy as his main weapon. By his actions, he saved countless Jewish lives, but lost his own as a result. 

Ingrid Carlberg is an award winning Swedish Author and journalist, who has penetrated deep into the archives of several nations to shine light on Raoul Wallenberg's life and works. Raoul Wallenberg the Biography has now been released in the U.S., making it possible for us to take part of this incredible story of the historic hero Raoul Wallenberg. 

The Raoul Wallenberg Biography is now available for purchase on Amazon
To learn more about who Raoul Wallenberg was, click here.

Money Management: Identifying Opportunities and Pursuing Goals

Image Courtesy of Kurt W. Mac Millan
For more information or to RSVP, email SACC-LA member
Kurt Mac Millan on:
Photo Courtesy of Eton Shirts.
SACC-LA member Eton is the Swedish brand which has crafted premium shirts since 1928. The company’s story began in the small village Gånghester in the west parts of Sweden, where the couple Annie and David Peterson started the shirt factory “Skjortfabriken Special”. The company changed its name to Eton in the 1950s’, but the factory is still located in Gånghester to this day.
The Eton shirts are of highest quality and are defined as timeless gentlemen’s shirts for every occasion. The designs pay great attention to detail and the shirts are offered in several collar ways, fits, fabrics, patterns and colours. Eton offers four different collections of shirts for all situations in life. The Eton Collection is the brand’s flagship line and carries classic business style shirts in 100 % premium cotton. If you’re looking for an effortless approach, then the Eton Green collection with its more casual prints and soft textures might be the way to go. The Unbottoned line includes a more relaxed shirt style for all occasions while the Evening collection offers exclusive tuxedo shirts with French cuffs, perfect for all the red carpet events Los Angeles has to offer. Make sure not to miss out on the launch of the new Spring/Summer 2016 collection, which will be in the Santa Monica store the 1st of April. This collection reflects the modern man in contemporary, light and spring inspired styles and the commercial campaign for it has received prestigious awards back in Sweden.
Eton’s Santa Monica store opened in 2014. Ever since the opening, Cusomer Relations Management (CRM) has been the motto of the store. This message is resonated and implemented through the Eton store in Santa Monica, CA. Through CRM, value proposition is one of the key components of the brand's drive to excellence, offering competitive price, unparalleled customer care, after-sale services and years of experience in styling and taking care of client’s wardrobe needs. To freshen up your spring style and get personal styling advice, set up an appointment with Marcus von Sydow at the Eton store, 395 Santa Monica Place in Santa Monica through the email address

Learn more about Eton Shirts here!
Marcus von Sydow at the SAS Gala Dinner,
15th of March.
Photo Credit: SACC-LA

Are you a talented professional seeking career opportunities in the entertainment capital of the world?


Please visit SACC-LA’s exciting career site to find a job that suits you!

Are you a high-demanding company looking for new brilliant colleagues to your organization?

Please contact SACC-LA to put a work placement ad on our career site!

52 Easy Ways to Go Green Without Going Broke

The 7 Most Beautiful Streets in America

Photo Credit: Simon Paulin/
Photo Credit: Glenn Simmons/flickr
It doesn't have to be either hard or expensive to be environmentally friendly. It takes many small changes to make a big difference. Here is 52 tips on small changes you can do to go green! 
"From the quaintest small towns to the best road trips, there’s no shortage of scenery to leave you longing for a weekend getaway. Daydream away with this inspiring list of seven of the country’s most beautiful streets."

See more

Not a member yet?
SACC-LA offers:

- Visibility through different marketing efforts
- Matchmaking opportunities
- Discounted deals for members
- Consulting service(s) and market research

Read more 

Looking for talented Swedish trainees to join your company?

As a Member of SACC-LA your company has access to students and recent graduates of Sweden's top Universities through our Trainee Program.

Read more 



SACC-LA is a non-profit organization that enables innovative and creative exchange in order to create business opportunities and enhance trade between Swedish and American companies.  The Los Angeles chamber is one of 20 regional chambers in the United States and was established in 1988.  With 25 years of experience SACC-LA is skilled in navigating this hotbed for entertainment, creativity and innovation.
Copyright © 2016 The Swedish-American Chamber of Commerce of Los Angeles, All rights reserved.

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