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In Search of the Source of International Attractiveness of Sweden. A Cultural Dimension The aim of the article is to investigate the selected ways by which Sweden shapes its international attractiveness using culture. The research is empirical and is directed at verification of hypotheses stating that culture should be regarded as animportant factor of shaping Sweden’s brand and that the chain of IKEA stores is an extraordinary channel of enhancing Sweden’s national brand with the use of culture. The others that are worth mentioning are the Swedish Institute and thewebsite sweden.se.