Sweden Sweden

Sweden is where Europe's most influential cultural exports come from. IKEA changed how the world buys furniture. Spotify changed how the world consumes music. Klarna, Lovable, Mojang, King, EQT, H&M. Plus Volvo (now Geely-owned, caveat), Electrolux, Mullvad, Fjällräven, Klättermusen. From design democracy to fintech to gaming, Sweden does outsized things for its 10 million people.

Below: Swedish brands worth choosing over US or Chinese defaults.

Volvo Cars / Polestar (Owned by China’s Geely)
Felix
Axel Arigato
Craft Sportswear
Salming
Pixlr
Mullvad VPN
Elastx
Paradox Interactive
Mojang Studios
Avalanche Studios Group
DICE (EA DICE)
Massive Entertainment
Embracer Group
Telia
Viaplay
Storytel
Spotify
SVT Play
Voi Technology
Max Burgers
Cuba Cola
Electrolux
Oriflame
Fjällräven
Klättermusen
Haglöfs
Peak Performance
Tierra
Skeppshult
Eton
Stenströms
Husqvarna Group
BRIO
Hästens
String Furniture
Källemo
Svenskt Tenn
Massproductions
Permobil
Marten
Primare
Audio Pro
Sobi (Swedish Orphan Biovitrum)
Recipharm
Camurus
Midsummer AB
Lovable
Sana
Sinch
Anyfin
Saab
Aimpoint
BAE Systems Hägglunds
Swish
Vattenfall
Hexicon
Danish-Swedish Farmdog
Gina Tricot