Swedish Music Moments Highlight ABBA, Avicii, Ace of Base, Robin, Roxette, and More

Visitors can discover Sweden's vibrant pop music heritage by experiencing the iconic bands that have made it so special.


The exhibition will feature memorabilia, apparel, interactive activities, and music-themed installations, allowing visitors to explore the musical heritage of Sweden and gain insight into the lives of these legendary artists.

The Swedish Music Moments exhibition, part of the European Village event from 12 to 14 May 2023 in Hoan Kiem Lake, Hanoi, is a celebration of legendary Swedish bands such as ABBA, Avicii, Ace of Base, Robin, Roxette, and more. Visitors to the exhibition will be able to explore the musical heritage of Sweden and gain insight into the lives of these iconic artists through an array of memorabilia, apparel, interactive activities, and music-themed installations. Don’t miss this unique opportunity to experience the history of Sweden’s musical masters!

 A Vietnamese visitor enjoys Swedish music at the event taking place in Hanoi on May 12-14. Photo: Lam Pham

“Sweden’s musical achievements are truly remarkable,” declared Ambassador of Sweden to Vietnam Ann Måwe. “Despite being a small nation with a population of just 10 million people, located partly within the Arctic Circle, Sweden has become a leader in the world of top music. The Swedish Music Moments exhibition celebrates this incredible success story, allowing audiences to explore and discover the country’s rich and varied pop music heritage,” she added.

Swedish songwriters and producers have been instrumental in crafting some of the most popular hits on the US Billboard chart since the mid-1990s, becoming a global force in the world of pop music. This exhibition gives visitors the opportunity to discover the incredible story behind Sweden’s emergence as one of the leading exporters of music around the world.

 The Swedish booth typical for music that honors legendary artists. Photo: Linh Pham 

Jan Gradvall, a renowned Swedish journalist and author, highlighted the integral role of the Swedish school system in the success of its pop music industry. Education is widely accessible and free for all citizens, and music education is also provided in schools. Moreover, with the help of organisations such as Studieförbund, young Swedish musicians can borrow instruments and access rehearsal spaces. This has been the case since the 70s and 80s, when aspiring musicians were actively encouraged to pursue their dreams.

The Embassy of Sweden in Hanoi is delighted to introduce floorball as a new sport for boys and girls of all ages. Hailing from Sweden, floorball is a fast-paced, low-contact game that is easy to learn and fun to play. It features simple rules and equipment, making it accessible to all, regardless of skill level. Along with the Swedish Music Moments exhibition, the Embassy of Sweden in Hanoi is thrilled to launch this exciting new sport.

“We are delighted to bring Floorball to Hanoi as a new sport choice for both boys and girls,” exclaimed Mikael Ahlerup, Secretary General of the Swedish Floorball Federation, who is currently visiting Vietnam to explore potential collaborations with the Vietnam Olympic Committee. “Floorball is an excellent way to make new friends and can be played in a variety of different contexts, from schools and community centers to recreational leagues and tournaments.”

 After playing a game of floorball and trying it out for themselves, many young girls were excited to join the Swedish Ambassador for a photo shoot. Photo: Lam Pham

Floorball has spread to 78 countries across Europe, Asia, and North America, and is now an official sport at the upcoming SEA Games 2023 in Cambodia. This recognition reflects the growing popularity and recognition of the sport.

The Swedish booth also displays Sweden’s abundant cultural offerings, including music, literature, and sports. The concept of Lagom – the Swedish philosophy of living a balanced and green life – is one of the main attractions, in addition to Swedish music on the main stage when Blue Sofa will perform on May 13.

 Sweden is also known for its popular and traditional cuisine. Photo: Linh Pham