> Is Sweden activally investing resources to improve their perceived image? Yes. Look at the About page on that site you found: https://si.se/en/about-si/our

> Is Sweden activally investing resources to improve their perceived image? Yes. Look at the About page on that site you found: https://si.se/en/about-si/our-mission/ https://si.se/en/about-si/our-mission/ The Swedish Institute is a public agency that promotes interest and trust in Sweden around the world.