I Called the Swedish Hotline to Find Out How Real Swedes Celebrate Midsummer — Summer Is Coming

June 20, 2016

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http://www.thekitchn.com/feedburnermain

(Image credit: Brittany Keats Cerullo)

The Swedish Number is a hotline from the Swedish Tourism Association that allows people from all over the world to chat with run-of-the-mill Swedish citizens. Call, and a chipper woman’s voice promises, “You will soon be connected to a random Swede, somewhere in Sweden.”

The initiative, which kicked off in early April, is not only the world’s quirkiest tourism stunt, but also a celebration of the country’s 250 years of freedom from censorship. “Talk about anything you want,” urges the Swedish Number, and they’re not kidding—”feminism,” “gay rights,” and “suicide rates” are among the issues suggested in a promo video on the website.

But I want to talk Midsummer.

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