A Swedish tourism campaign is inviting people to call a random Swede to celebrate the country’s 250 year anniversary of abolishing censorship.

“To honour this anniversary, Sweden is now the first country in the world to introduce its own phone number,” says the Swedish Tourist Association (STA).

“Call today and get connected to a random Swede, anywhere in Sweden and talk about anything you want.”

The international number connects a caller with one of an unspecified number of volunteer Swedes who have downloaded an app.

There are no restrictions on what they talk about.

“It’s like when Swedes travel the world. You don’t know who they’re going to talk to and what they’re going to say,” Magnus Ling, the head of the STA said.

The opportunities for knowledge sharing are great. “Talk about northern lights, meatballs, politics, skiing,” it suggests.

“Love, hiking, feminism, snow, gay rights, parental leave, suicide rates, the Nobel Prize, technology, crime novel, darkness, fashion, anything.”

The Guardian decided to put the new service to the test.

It is a wonder the telephone ambassadors have spoken to anyone other than news outlets since its launch two days ago, but Wilma, a student just outside of Stockholm, says she already had a call from India on Friday morning before we phoned.



She signed up to take part and takes turns answering with her sister.

“I thought it was good English practice, and it’s fun to talk with people from other countries,” Wilma says. “It’s fun.”

What do people normally want to know about her country when they call?

“Some ask about the toilets in Sweden. Some also ask about the school and how long it is.”

Apparently the top three things to ask a Swede if you want to annoy them are about Ikea, Abba and what they think about the Swedish Chef in The Muppets.

The Swedish Chef from The Muppets Photograph: DAVID DAGLEY/REX FEATURES

Perhaps too young, or perhaps struggling with this reporter’s Australian accent, Wilma hasn’t even heard of the Muppets, so we leave it there.

More than 11,000 calls had been received since 6 April, totalling more than 19 days and six hours of talk time. About 35% of calls had come from the US, followed by 21% from Turkey. The UK, Russia, and Australia followed.

The website assures participants their number is never shared, but Associated Press reported the call is recorded.

Calls are taken at any time but only go through to people who have switched on their app. The website warns if no one answers on the last day of April - also known as northern European and Scandinavian holiday, Walpurgisnacht - it’s because “all Swedes are busy watching bonfires all around the country”.