SXSW (The South by Southwest) is a conference for creative industries, film and music. Sweden has a large presence by individuals, companies and music groups in these fields.
This year the Scandinavian Countries had a joint facility called the Scandinavian House. This is a project initiated by Scandinavian Airlines. During the conference Scandinavian Airlines also has direct flights between Stockholm and Austin. Each country has their own day when they are responsible for the program. The event also presented an opportunity to experience Scandinavian food.