HTGP Academy “Go West” – Why Sweden Is Not Just Finland in Swedish
Group News | 20 May 2026
The atmosphere in Oulu was anything but quiet as Luova Työmaa, an HTGP Group company, and Swedish partner agency Vinter brought together a full room of growth-minded business leaders for the Go West – mot Sverige breakfast event. More than 30 guests, packed discussions, constant conversation and networking that continued long after the presentations had ended — that captured the spirit of the morning perfectly. And perhaps that alone revealed the key point: Swedish market expansion is genuinely top of mind for Finnish companies right now.
Juha Mikkilä, CEO of Työmaa, opened the discussion around a topic that has become increasingly relevant for ambitious Finnish businesses. Sweden is an attractive growth market, yet far too many companies still approach expansion westward as if it were simply an export experiment or a matter of translating marketing materials into Swedish.
“Sweden is not Finland in Swedish,” as Työmaa’s Commercial Director Gustaf From aptly put it.
The shared message from Vinter and Työmaa was clear: expanding into Sweden is not a localisation project. It requires understanding an entirely new market — and equally, understanding Finland from the Swedish perspective. Companies need to find their place within the Swedish competitive landscape, understand local values and build a brand that feels genuinely meaningful in the market they are entering.
According to Vinter’s PR Director Ronny Olovsson, Finnish companies already possess many strengths that resonate strongly in Sweden.
“Finnish companies know how to build high-quality products, sustainable technology and world-class design. These carry significant value in Sweden — when communicated the right way.”
“In Sweden, humanity and insight matter.”
Olovsson emphasised how Swedish companies often see marketing as a strategic growth driver rather than merely a support function for sales. He encouraged Finnish businesses to lean confidently into their design heritage, make their brands more human and dare to show emotion and humour.
“Be playful — don’t take yourself too seriously,” was one of the central takeaways from the presentation.