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Bolmen is a picturesque lake in Sweden, where visitors can explore an unspoiled natural environment in a canoe, hike down trails or pick berries. But it is also the name of a toilet brush sold by Ikea.
When Visit Sweden was planning its latest tourism campaign, it realized that many Swedish names of popular Ikea products are taken from real places in the country. Yet most people outside the country don’t know this and, instead, associate hard-to-pronounce Swedish words with mundane household items such as trash cans and shelves, rather than exciting travel destinations.
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