#Sweden

In a bold, tongue-in-cheek twist on how we think about health and travel, Sweden’s tourist board has launched a campaign that markets the country as a “prescription” for wellness. The Swedish Prescription campaign invites doctors to sign off on trips to Sweden as part of a broader effort to address mental and physical well-being by pairing medical language with immersive experiences in nature, culture, and slow living. It’s being touted as a world-first concept in health tourism, merging public health messaging with a tourism push, and it has quickly captured international attention, including in European media and business circles.

In a striking example for families worldwide, Sweden’s latte dads—dads who carry babies, push strollers, and enjoy café culture—are reshaping norms around fatherhood. With generous government-paid parental leave, Swedish fathers spend substantial time at home in early childhood, challenging traditional gender roles and offering a global model for health and family resilience. In contrast, American parents face shorter, fragmented leave, highlighting a stark policy gap that fuels international conversations about parenting and gender equality.

In Sweden, a new archetype of masculinity is turning heads from Bangkok to New York: the “latte dad.” Sporting baby carriers and sipping cappuccinos at city cafes, these modern fathers devote generous government-paid time off to hands-on parenting, challenging gender norms and inspiring global curiosity. American mothers, facing the stark realities of a two-week maternity leave, are expressing envy at this Swedish phenomenon where fathers spend upward of a year at home with their newborns, strolling through city parks as beacons of positive masculinity and family engagement (New York Post).