AMBASSADOR of Sweden to the Philippines Harald Fries hosted a simple get-together at his residence for members of the local media one fine Tuesday morning.
In the invitation, the gathering was curiously called “Fika,” which the European envoy explained was a social tradition of some sort in his country.
The name of the event, Fries explained, was roughly a play on the word “coffee,” with the syllables interchanged. (It was derived from an old Swedish word that basically means to meet up, have a sip from a warm brew and do some ‘chitchat.’)
And converse the guests did, with the gracious host and his lovely wife, including embassy officials, as well as other personalities who would discuss an important topic afterward.
The fare was composed of a variety of pastries; the occasion, warmed up with a dedicated time to talk and impart views.
Our powwow’s topic gravitated toward the bespectacled Fries’s motherland. From his accounts, it can be deduced that Sweden is way ahead of the developed world in many aspects: the quality of life and longevity of its citizens, the country’s peace situation and overall stability. It possesses many liberal ideas that the rest of the world are only currently adapting (think of same-sex marriages, or extended parental leaves, to name just a few).
Over the decades, the Scandinavian country of 10 million inhabitants has exported not only cutting-edge technologies, but also the talents of its world-renowned citizens: highly acclaimed musicians ABBA, one of history’s greatest tennis champions in Björn Borg, and countless others.
Speaking of the singing quartet, the Swedish diplomat expressed surprise about its residual popularity, aware of the group’s plan to regroup and record a new album.
However, the business-minded ambassador pointed out the combo was famous 40 years ago, and that he wants “people to know there are more modern things that Sweden offers, such as Skype and Spotify.”
“I’d rather talk about those things…like Ikea,” which is said to be planning a grand entry in the country this year.
Sweden is the envy of the developed world. Data from the World Bank lists the nation’s gross domestic product per capita as of 2018 at $54,112 (about P2.8 million).
Fries explained that the roots of his country’s successes stem from the social democratic government’s progressive policies, where it created free education, health care and day-care centers. He proudly proclaimed fathers can avail themselves of a substantial number of days for paternal leave, and trumpeted the many social reforms embraced by the Swedish public.
He said Swedes acknowledge the benefits of paying taxes, because they saw that the nation’s money was used for good purposes.
Also, the diplomat noted that his countrymen see that their government has always been very business-friendly, “that’s why there are many companies that have been able to do well.”
According to Fries, Sweden had to rely heavily on exports to be competitive. “And, in order to be competitive, we had to be innovative. That way, Swedish companies were successful in competing in the world market.”
Sweden actually has a strong business foothold in the Philippines with the presence of 30 to 40 enterprises, of which 20 are multinational behemoths.Some of these companies include the Volvo Group, which is involved in urban transportation; ABB in energy; and SAAB in port and airport management surveillance, telecommunications, and closed circuit television units, with a number of those already installed in Manila and Davao for monitoring traffic.
Fries explained that SAAB is an expert when it comes to providing unmanned air-traffic control systems in small airports. (It also offered to the Department of Transportation a remote ATC system that promises to be more efficient, but employs less number of personnel, while still able to manage several airports from a distant location.)
Currently, Fries said many Swedish firms operating locally are into engineering, waste management, urban transportation and bus systems.
“Swedish businesses are not just focusing on one sector in the Philippines. We are [also] looking at infrastructure through the ‘Build, Build, Build’ program, and that’s very interesting for our companies.”
Apart from these, Fries said there are also small- and medium-sized Swedish firms establishing their presence in information technology-business-process outsourcing, or IT-BPO, software engineering and software development.
Also, there is a Sweden-based match and lighter factory, as well as a multinational pharmaceutical company (AstraZeneca).
Advocacy of empowerment
DURING the media event, the #RespetoNaman campaign, inspired by the global #MeToo and #TimesUp movements, was reintroduced to Philippine media. Its aim is to bring the issue of gender-based violence into local mainstream consciousness, while empowering women to rise and speak up.
Binibining Pilipinas Supranational 2019 Resham Saeed was announced as the campaign’s newest celebrity ambassador to help spread awareness and encourage discourse outside Metro Manila.
Fries emphasized that Sweden is the first feminist government in the world, which places great importance on ensuring that the fundamental human rights of women and girls are protected and promoted. He said that among Sweden’s priorities under the Swedish Feminist Foreign Policy is the elimination of gender-based violence all over the world.
Office of the Vice President Spokesman Barry Gutierrez, as well as representatives of Spark Philippines and EMPOWER, joined the ambassador for the forum.
In 2014, Sweden became the first country in the world to publicly adopt what it explicitly called “a feminist foreign policy,” putting the promotion of gender equality and women’s rights at the center of its diplomatic agenda.
Since its launch in November 2018, the campaign has made the rounds all over Metro Manila, in the Senate, at the Quezon City Hall, as well as malls and schools.
Exports bearing fruit
THE ambassador also underscored the need to elevate the levels of trade between the Philippines and Sweden: “It has actually increased by 60 percent in just two years since we reopened the embassy in Bonifacio Global City in Taguig City.”
Fries said Philippine exports to Sweden have gone northward in the last few years, particularly with vegetable oils.
They are also into electronics, but the diplomat sees great potential in food, with focus on fruits: “We love your mangoes and bananas.”
He recalled that his country does not buy much fruit products when shipping used to be the means of transport. Today, it’s possible through refrigerated cargo containers.
“So, I believe there’s a great potential. We used to buy from the Caribbean, but Filipino fruits are better.”
“Another ‘exportable’ service is in BPO. There are companies in the Philippines that have clients in Sweden, which, in turn, outsource services here,” he added, then said that one organization from his homeland currently has 30,000 employees.
Other multinational companies operating in the country include Ikea, a popular furniture depot; H&M, a highly successful, ultra-modern fashion store; and famous household electronics brand, Electrolux.
Trade, tourism and more
DIPLOMATIC relations between the Philippines and Sweden were established on January 17, 1947.
Fries explained the Swedish Embassy’s aim to reestablish their presence in the country, after it closed doors for a brief spell some years ago.
To emphasize the seriousness of their return, he said a business delegation is visiting the Philippines this year for bilateral consultations. The schedule is being arranged with the Department of Foreign Affairs, the envoy revealed, then added that his compatriots expect to discuss cooperation in trade, tourism and sports.
“Trade will be the main topic,” he told our small group, as we converged in a corner of the room, “and [we’re] also looking more broadly on multilateral levels in terms of organization.” He said there are current challenges, brought about by the trade row between the United States and China: “We’re supportive of multilateral systems.”
On another topic, Fries said the Philippines could increase its share of Swedish tourists, as he noted that Thailand receives about 300,000 to 400,000 visitors from his country.
As there were just about 30,000 Swedes whom the country welcomed last year, the ambassador said there is a need to improve local infrastructure, so that the main tourist attractions all across the country are accessible, “especially the ‘paradise spots,’ such as Coron [in Palawan] and Boracay.”
The ambassador admits of having grown accustomed to Filipino cuisine. On his way to a friend’s birthday party, the Swedish gentleman expects the likes of lechon and kare-kare to be served.
He also admitted, “I like balut.”
Perhaps it won’t come as a surprise if the next Fika would feature a fusion of Filipino-inspired food.
Image credits: Jimbo Albano