I’ve been having far too much fun for the past half hour listening to the Muppets’ Swedish Chef over and over again. It’s on a newly launched site by the Swedish Institute called Young Swedes, and it’s bizarrely addictive.

Swedish chefs also feature on the parent site, Sweden.se, Sweden’s official “portal” on the web. This whole web presence is a huge branding exercise for Sweden, but the amount of information provided in the process is a bit staggering. If you have a term paper due tomorrow and haven’t started yet, you could do a lot worse than plagiarizing this site.

It’s fascinating how Swedes perceive themselves in the world, and then how they go about presenting themselves to the world.