“People like Sweden but don’t know exactly why”
Jan Thesleff has worked in the Middle East for almost all of his professional life – before Expo he was the ambassador to Egypt and before that the UAE, Kuwait and Bahrain. When he got to know Expo 2020 would take place in Dubai he felt he could bring his experiences from the Middle East, to promote Sweden globally.
“I have not regretted it a second, this is the most fantastic period in my professional life and I feel that all the things I have done before are coming together during Expo”, he says.
In the video above Jan Thesleff talks about the general perception of Sweden and how it can change through Expo.