18 Nov The Swedish Consulate at Innovation City: Building Bridges Between Sweden and South Africa
The Swedish Consulate has joined the Innovation City community, deepening the growing connection between South Africa’s innovation ecosystem and Sweden’s global business and technology networks. Representing the Consulate is Carl Fredrik Sammeli, Honorary Consul of Sweden in Cape Town and long-time Innovation City member through Bitprop. In this conversation, Carl shares how the Consulate’s presence at Innovation City is opening new pathways for collaboration, entrepreneurship, and cultural exchange between the two countries.
Q: Carl, you’re the newly appointed Honorary Consul of Sweden in Cape Town. What does that role entail, and how did it come about?
The Swedish government relies on a network of honorary consuls around the world, usually businesspeople or professionals deeply connected to their local communities. It’s a practical model: rather than sending career diplomats who rotate every few years, they appoint people rooted in the region to represent Swedish interests and support Swedes abroad.
In my case, the previous ambassador approached me about covering the Western Cape because they could see how much is happening here; the entrepreneurship, the creativity, the innovation. With my Swedish background and my work at Bitprop, and through my connection with Stephan Ekbergh and Innovation City, it was a natural fit.
Q: What does having the Swedish Consulate based at Innovation City mean in practice?
It’s about proximity to the energy. Cape Town is where so much of South Africa’s innovation happens, and Innovation City is at the center of that ecosystem. By being based here, we’re not just representing Swedish citizens, we’re also actively connecting Swedish business, culture, and technology with South African talent, ideas, and entrepreneurship.
It’s a bridge in both directions: Sweden gains access to a vibrant emerging market, and South African founders gain visibility with Swedish investors, universities, and companies looking to collaborate or expand into Africa.
Q: How does Sweden view its relationship with South Africa right now, especially from a business and innovation perspective?
Sweden has always had a deep relationship with South Africa, going back decades. During apartheid, Sweden funded a large portion of the ANC’s operations in exile. That sense of solidarity has evolved into something new; now it’s about co-creating growth and opportunity through entrepreneurship.
Swedish companies are already active here: H&M, Saab, Atlas Copco, and many others, but what’s growing fast is interest in startups, sustainability, and tech collaboration. There’s a recognition that South Africa’s talent pool is exceptional and that partnerships here can have real global impact.
Q: And from your own perspective as a founder: what makes Cape Town such a magnet for Swedish and European entrepreneurs?
It’s a combination of logic and emotion. Practically, Cape Town is in a great time zone for Europe, English is spoken everywhere, and the quality of life is exceptional. For founders or remote teams, it’s an easy place to live and build.
Then there’s the energy; the openness, the optimism, the sense that things can still be built here. Many of my Swedish peers find South Africa refreshingly creative compared to more rigid European systems. They come for the sunshine but stay for the people and possibilities.
Q: Are there particular sectors or opportunities where you see Swedish investors or founders most eager to engage?
It’s quite diverse. Sweden’s strengths are in green technology, engineering, design, and digital innovation, but what I’ve noticed is that Swedish investors tend to follow individuals, not sectors.
There’s a strong appetite for social impact, sustainability, and scalable business models that create real value on the ground. For example, Bitprop, which helps backyard landlords become micro-entrepreneurs, has attracted both commercial and impact-driven Swedish investors. So the interest is there; it’s just about building the right connections.
Q: What are your hopes for the Consulate’s role within the Innovation City ecosystem?
To make the Consulate more than an office – to make it a bridge. I want Swedes in South Africa to have a community, and South African founders to have a doorway into Sweden’s networks.
By being based at Innovation City, we can create those serendipitous connections – between startups, universities, corporates, and investors – that lead to real collaboration. It’s a very modern kind of diplomacy, one that blends entrepreneurship, culture, and shared ambition.
Q: If someone in the Innovation City community wanted to connect with Swedish partners or investors, where should they start?
They can contact me directly through the Swedish Consulate in Cape Town here.
Ultimately, it’s about people helping people, and the Swedish community here is small, friendly, and always open to collaboration!
If you’d like to connect, explore one of these community groups where Swedes in South Africa share opportunities, events, and experiences: