"No one owns the brand of Sweden more than its people. With this initiative we let them show their Sweden to the world," says Thomas Brühl, CEO of VisitSweden, the tourism ministry that had been updating the @sweden account since January 2009.
Curators of Sweden is based around the idea that no single voice can represent the country, so a slew of guest Swedish curators will do the best job to portray the national character.
First to get behind the @sweden helm is Jack Wermer, a writer and marketer, who started his stint on Dec. 10.
"I’ve always enjoyed to show tourists my Sweden and to be able to do it on Twitter feels like a fun and natural step," Werner says.
VisitSweden says it chose the curators because they represent the country's values and skills, such as gay rights, fashion, design and innovation. In the coming weeks, @sweden followers can expect tweets from an ad agency founder who owns a farm, a suburban writer, a priest, a teacher and a coffee-drinking lesbian trucker .
In addition to VisitSweden, the Swedish Institute has contributed to the @sweden account in the past year.
What do you think of this idea? Is this Twitter account a great way for the country to express its character or is it merely a bizarre curation-sharing experiment? Should other countries follow suit? Let us know in the comments.