Appointed Goodwill Ambassador for Japanese Cuisine in Sweden

A little piece of Japan in a big Nordic heart, and an appointment I’ll carry with me.

Today, December 15, 2025, I was officially appointed Goodwill Ambassador for the Promotion of Japanese Cuisine in Sweden by Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF).

I feel proud, humbled, and a little emotional. To me, this isn’t just a title, it’s a vote of confidence and a responsibility, and a beautiful acknowledgment of a journey that’s been going on for a long time.

Japan has always been there

I often say I have a little piece of Japan in a big Nordic heart. And it’s true.

What once started as a strong pull toward flavor, aesthetics, and precision has grown into something deeper: respect for the craft, the ingredient, the season, and the stories behind every tradition. At the same time, I’ve always carried the Nordics with me, our ingredients, our seas, our simplicity, and our curiosity.

Over the past decade, I’ve developed my own Nordic–Japanese cooking style. It’s become my signature: letting Nordic ingredients meet Japanese techniques and principles, and creating something new without losing what’s authentic.

2025, a year that became extra special

2025 is a year I’ll never forget.

I had the honor of serving as Gastronomy Leader for the Nordic Pavilion and the “Nordic Food Bar” at Expo 2025 Osaka-Kansai. Getting to use food as a language for cultural exchange, and doing it on the ground in Japan, was intense and incredibly meaningful. It reminded me why I love this work: food can be a bridge. A way into each other’s worlds.

Sustainability isn’t a side topic for me

My food journey started early, back home in Gothenburg, with a father who ran a fish shop. The sea and the raw material have always been close. Over time, sustainability has become central to my work, not as a trend, but as a foundation.

I want to keep pushing questions around sustainable marine resources and how we can eat well, responsibly, and with respect for ecosystems. That’s also part of why this appointment means so much to me: it holds both culture and responsibility.

What does this mean going forward?

As a Goodwill Ambassador, I see my role as to:

• keep spotlighting Japanese food culture and its principles

• create collaborations and contexts where more people can experience and understand the craft

• keep building on the meeting point between Japan and the Nordics, with curiosity, respect, and joy

I’m grateful for everyone I’ve learned from over the years, for every collaboration, every kitchen, every guest, and every conversation. And I’m truly happy to continue this journey, with even more bridges to build.

More soon. But right now, I just want to say: thank you!

/ Frida