Swedes Abroad Mourn… Posted by Marcus Cederström on Oct 18, 2011 in Culture
It’s been rumored for months now. Hushed whispers in the Swedish-American community. Disgust. Fear. Sadness. It’s been a time of uncertainty. Swedes around the world have been stocking up on the essentials. And by Swedes everywhere I mean my dad. And by essentials I mean Kalles Kaviar. IKEA has decided to discontinue their sale of name-brand Swedish products like Kalles Kaviar. Instead, they will only be selling IKEA brand Swedish staples. That means no more Abba sil. No more Daim. No more Bilar. And worst of all, no more Kalles.
I love IKEA. Unashamedly. There are few pieces of furniture in my apartment that are not from IKEA. It’s perfect really. I can buy them cheap. Live a student’s lifestyle on them, and replace them in two years’ time. Just like IKEA intended. But this latest move stings a little bit.
We’ve written about Swedishness Abroad and how IKEA helps to maintain some semblance of connection with Sweden. Jennie even wrote about what kind of food items you need to buy for that Swedish nostalgia, all the while noting the slow descent into solely IKEA brand Swedish foods in How to Buy Swedish Food Abroad. But now it is official. No more.
From a business standpoint, this makes sense. IKEA wants to have more control over the products they sell. Plus, chances are they’ll be able to pull in a few extra kronor with this move. That doesn’t mean that the products won’t be missed. There is a sense of nostalgia that comes with opening a bag of Bilar and hoping that they are just the right level of stale. Or of flipping the cap over on a tube of Kalles and popping it open. Or of chewing your way around the chocolate-y center of a Ballerina cookie.
Of course, Swedish brands do not define Swedish identity. Swedish identity is constantly evolving. It is not a static idea that is dependent on some sort of Nordic ideal; instead ideas are constantly being imported from and exported to different countries. Just as Swedes pepper their language with English loan words, Americans pepper their homes with Swedish design. It’s a cultural exchange that gives excitement to living in an international setting. As Swedes living abroad know, Swedishness is not defined by a border on a map. Or words on a page. Or even the brands at IKEA.
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