Visit Sweden, the Swedish agency responsible for promoting tourism in the country, has filed a trademark application for the name "Sweden" with the EUIPO.
This seemingly simple trademark request is justified from the fact that there are eight places around the world named Sweden (six U.S. towns and an Indonesian settlement). According to Visit Sweden, registering the trademark will "ensure that no one packs their bags for Sweden's lakes and forests only to end up in a distant town with the same name but without the Scandinavian charm." Visit Sweden has also humorously posted a video on its YouTube channel, officially requesting the trademark from the EUIPO and explaining to tourists how to identify the "real" Sweden.
https://www.youtube.com/watch?v=dOuj8a4GLHU&embeds_referring_euri=https%3A%2F%2Fwww.ilpost.it%2F&source_ve_path=MjM4NTE