In an attempt to provide some culturally relevant material for the Konstfack Christmas Market, Critical Cards conducted in-depth market research on Google, and were surprised and amused with the result. We found that Sweden had elected to portray itself to foreigners, such as ourselves, through critical analysis of traditional Christmas values in relation to modernity and cultural stereotypes.

The series of cards and posters conveys our British perception of a Swedish Christmas experience, in relation to our own deeply entrenched, and often nonsensical expectations and rituals surrounding Christmas. All content was sourced from Sweden's official youtube channel and sweden.se; a publicly funded website supported by the Swedish Institute and Swedish Government, that aims to promote interest and confidence in Sweden around the world.