The Swedish Tourist Association are the group behind the idea, setting up Sweden's own national phone number, which puts callers in touch with a random Swede to talk about everything and anything that might come up over the course of the conversation.
Sweden is the 1st country with its own digits. Call The Swedish Number! +46 771 SWEDEN. #ThisIsSwedenhttps://t.co/Hhan3tEBTm
— Sweden.se (@swedense) April 8, 2016
Locals interested in the initiative have the option of downloading a phone app, which essentially means they are on-call to talk to people from all over the world.
People can get in touch with their very own random Swede by calling +46 771 793 336.
Leon: the 'Random Swede'
So in the name of abolishing censorship, Sputnik decided to learn a little bit more about the land that has given the world ABBA and IKEA, among other things.
After initially being directed to a voicemail that said: "You will soon be connected to a random Swede somewhere in Sweden," we were quickly put in touch with our very own random Swede, Leon, an engineering student living in Stockholm.
It didn't take long to pick up on one of the campaign's common themes, with Leon telling Sputnik that he was relaxing at home with a friend, looking for a "random" film to watch on Netflix.
Although living in Stockholm, Leon told us that he is originally from a "small town in the north that you probably couldn't pronounce," and said he was set for a weekend of relaxing and hanging out with his friends.
The Best and Worst Things
With Sweden seemingly the envy of so many other countries around the world, Sputnik turned straight to the hard-hitting question of what the best thing about Sweden was.
After brief deliberation, Leon gave us an answer that was hard to argue with.
"The countryside, definitely the countryside. It might be cold, but in the summer you can find so many amazing lakes, mountains and forests all over Sweden. I think that's the best thing."
When quizzed on what might be the worst thing about his country, Leon was equally as emphatic.
"The winter. The winter sucks so bad. It's always freezing cold, wet and there is barely any sun. Every year winter is so hard, but I think that makes us enjoy the warmer months a lot more."
Leon is one of thousands of Swedes to have willingly signed up to be a de-facto ambassador for Sweden, saying that he enjoyed talking to all kinds of different people, and that he had already received calls from as far and wide as Chile, the US and Kazakhstan.
Before we let our random Swede get back to his random Netflix watching, Sputnik had to play up to the stereotype and ask just how many pieces of IKEA furniture Leon had in his house.
"In my house, I'm not quite sure, there's too many, but I've got at least four things from IKEA in this room right now."
