Sweden Tries to Shake Off Cold Image

Nature, snow and the cold - the first three things tourists say when they think of Sweden. But away from the chilly stereotypes, different nationalities associate various things with this Nordic nation.

Germans imagine elks, the French dream of beautiful blondes and the Dutch think of peace and freedom.

These results come from a study held by communications company Visit Sweden to profile the country. They plan on creating a new image for Sweden based around culture, design and good food.

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