Carl Norsten on his international career in Tokyo
Carl Norsten has a long international career in trade and business promotion. With studies characterised by a clear global perspective and strong links to working life, he has, for more than ten years, worked to support Swedish companies in their international ventures, with a particular focus on Japan.
An international career with the School of Business, Economics and Law as a foundation
Carl Norsten is currently a Senior Project Manager at Business Sweden. He graduated in 2012 and has since built an international career in trade and business promotion. From an early stage, his focus extended beyond Sweden’s borders. “The School gave me a clear international perspective, which has been crucial to my continued career.”
After graduating, he completed an internship followed by a role at the Ministry for Foreign Affairs in Stockholm, before being recruited to Business Sweden’s office in Tokyo. In total, he has worked within the organisation for just over ten years, including seven years in Japan and subsequently with Gothenburg as his base. “My education became the starting point for a career in which international collaboration and global markets have been central.”
An interest in international contexts guided his choice of education
Carl’s interest in the global world and international contexts was sparked during travels after finishing school, and when it came time to begin university, choosing to study economics felt like a natural step. He first enrolled in the BSc in Business and Economics and later pursued an MSc in International Business & Trade. Reflecting on the bachelor’s programme, he notes: “The programme felt right as it was broad and flexible for someone like me, who was interested in working with Swedish companies internationally.”
Continuing on to a master’s degree was an natural next step. “I enjoyed the content during my bachelor’s and wanted to deepen my knowledge further in international trade and business. The MSc in International Business and Trade felt like a perfect fit.”
Courses and academic role models
During his studies, certain courses left a particularly lasting impression. Carl highlights a course in trade policy and WTO law as especially significant. “It provided a practical understanding of how international trade and politics work in reality, including the sometimes unexpected conflicts that can arise.”
Supervision during his bachelor’s and master’s theses also played an important role. Carl had Claes-Göran Alvstam as his supervisor for both. “He was exceptionally knowledgeable. Working closely with a supervisor with deep expertise in international trade was both inspiring and rewarding. It was a pleasure to write my thesis under his guidance.”
An education that prepared him for working life
Carl found the master’s programme particularly relevant to working life and well aligned with his future career. The class consisted of students from all over the world, and the teaching was characterised by projects, group work and presentations. “The way of working during the master’s closely resembled what my professional life has looked like.”
During the programme, Carl developed his ability to collaborate in international teams, analyse complex information and communicate clearly. “Being able to structure data, draw conclusions and present them in a clear and accessible way is central to my work today.”
International exchanges
Carl undertook exchange studies during both his bachelor’s and master’s programmes. During his bachelor’s, he studied at Tokai University in Sapporo. “Studying Japanese on site while living in Japanese society was a very important experience.” The exchange sparked a lifelong interest in Japan.
At master’s level, he spent a term at the Indian Institute of Management in Bangalore, where he combined his studies with company visits. “My time in India provided a broader perspective on international business in the region and on the presence of Swedish companies in emerging markets.”
Time at the School
Carl describes his time at the School of Business, Economics and Law as both professionally and personally significant. “The five years not only gave me a strong education but also lifelong friends, and ultimately led me to where I am today.”
His contact with the business community during his studies was particularly valuable and helped deepen his understanding of what is required in the corporate world. “Guest lectures, company visits and events made it easier to connect theory with practice.”
Carl's role at Business Sweden
Business Sweden is a semi-governmental organisation that helps Swedish companies grow internationally, as well as supporting international companies in investing and expanding in Sweden. “We have more than 40 offices globally in the markets most important to Swedish companies and for foreign investment in Sweden.”
The Tokyo office has been in operation since 1972. “There is a great deal of accumulated expertise, and you often experience a strong sense of cohesion within the office and across the region, as we frequently collaborate between offices.”
In his role as Senior Project Manager, Carl works to support Swedish companies in their international ventures. The work is often carried out in project form and includes everything from market analyses and strategic advisory to identifying customers and business partners. “At its core, the work is about helping Swedish companies understand new markets and operate successfully within them.”
The role may also involve planning and delivering joint activities within the framework of Team Sweden, such as trade fairs, seminars and delegations. “In Sweden, the role largely functions as a link between Swedish companies and Business Sweden’s global network.”
Expo 2025 Osaka – a major international project
Over the past three years, Carl has played a key role in the preparation and delivery of Sweden’s participation in Expo 2025 Osaka within the Nordic Pavilion. “The project involved building the Swedish organisation, establishing Nordic cooperation, and developing relevant industry-specific programmes during the exhibition.”
Expo 2025 ran from April to October 2025 and attracted a total of 25.58 million visitors. The Nordic Pavilion welcomed 1.66 million visitors, making it one of the most visited pavilions at the site. “Today, Expo is a global meeting place where governments, companies and organisations come together to collaborate on future challenges. Participation also strengthened relations with Japan and helped further position Sweden as a nation of innovation and knowledge.”
Experiences of living and working in Japan
Carl describes Japan as a country that has been highly significant both professionally and personally. “Living and working in Japan gave me a deeper understanding of its culture, society and business practices.”
He highlights the interaction between Swedish and Japanese working cultures as particularly rewarding. “With curiosity, respect and good intentions, you can go a long way in international collaborations.”
Living abroad also contributed to personal development. “Leaving your comfort zone and building a new life abroad is both challenging and very rewarding.” For Carl, Japan has become a place he always returns to, both mentally and professionally: “Japan will always be a second home.”
Advice for prospective students
For prospective students considering the School, Carl’s advice is clear: “For anyone interested in the international environment, economics and trade, the School of Business, Economics and Law is the right choice.”
He also encourages students to stay engaged during their studies. “Make the most of your courses and be sure to build relationships from day one – it will make a big difference!”
For those considering the BSc in Business and Economics and the MSc in International Business & Trade, Carl highlights that both programmes provide a solid foundation in international economics and trade. “Both programmes open doors to a wide range of international career opportunities.”