Press
Pressemeddelse
19. juni 2026
International markedsføring af de danske kreative brancher skifter fokus
Danske kreative brancher står stærkere efter en årrække med vækst. Et stærkt fælles DNA for det kreative Danmark er forankret. De kreative brancher opererer differentieret og fremover er behovet for de enkelte virksomheder, at der fokuseres branchespecifikt. Det betyder, at den brede offentligt-private markedsføringsplatform Creative Denmark ikke forlænges.
International markedsføring af den kreative branche skifter fokus ved indgangen til 2027. Efter syv års intenst arbejde med at skabe et fælles DNA for dansk kreativt erhvervsliv i udlandet, sender Creative Denmark opgaven videre. Erfaringerne over de seneste år har vist, at de enkelte kreative brancher er blevet styrket og i takt med dette i stigende grad opererer differentieret og med forskellige markedspræferencer og behov, siger Bestyrelsesleder Mette Kynne Frandsen.
”Danske kreative brancher står nu stærkere efter en årrække med vækst. Siden vækst planen for de kreative erhverv blev vedtaget, er erhvervene vækstet med 19 % i omsætning og 30 % i eksport. Nye branche-organisationer er kommet til, og kendskabet til danske, kreative brancher, virksomheder og løsninger er øget. Creative Denmark har opfyldt meget af sin mission, og efterspørgslen er nu blevet en anden,” siger hun om baggrunden for, at partnerkredsen bag Creative Denmark ikke forlænger driftsrammen.
Creative Denmark gik i luften i 2020, og har siden udgivet 10 internationale publikationer og 250 virksomhedscases om danske, kreative erhverv. 170 internationale delegationer er blevet præsenteret for, hvad danske kreative erhverv og løsninger er og kan, og dertil har Konsortiet bidraget med markedsføring, presse og netværksaktiviteter i forbindelse med mere end 70 internationale events inden for de kreative erhverv.
”Det har været et stort privilegie at arbejde med de kreative virksomheder i Danmark, og jeg er enormt stolt af de mange indsatser teamet i Creative Denmark har gennemført over de sidste knap syv år. Det er en vigtig opgave at øge opmærksomheden omkring de kreative erhverv og de mange spændende og unikke virksomheder og løsninger, vi har i Danmark. Derfor er jeg også stolt over at have bidraget til, at de kreative erhverv klarer sig bedre, og at design og kreativitet i endnu højere grad anerkendes som en del af dansk erhvervslivs værditilbud,” siger Majken Kalhave, Adm. Direktør i Creative Denmark.
Kontakt: Mette Kynne Frandsen, Bestyrelsesleder, Creative Denmark. Mail: Mette@kynne.dk
Partnerkredsen bag Creative Denmark er Dansk Industri, Dansk Erhverv, Realdania og Staten (Erhvervsministeriet, Udenrigsministeriet og Kulturministeriet).
ENGLISH:
Press release
June 19, 2026
Denmark’s international efforts for the creative industries shift focus
The Danish creative industries have grown stronger after several years of growth. A clear shared identity for Denmark’s creative sector is firmly established. As the industries operate in distinct ways, future efforts should focus more closely on the specific needs of each sector and its companies. This means that the broad public-private marketing platform Creative Denmark will not be extended by the end of 2026.
International outreach and branding for the Danish creative industries will shift focus from the beginning of 2027. After seven years of dedicated work to build a shared international narrative around Denmark’s creative industries, Creative Denmark is now passing on the task. “Experience from recent years shows that the individual creative sectors have strengthened their position and now increasingly pursue distinct market priorities based on their specific needs,” says Chair of the Board, Mette Kynne.
“Today, Denmark’s creative industries stand stronger after several years of growth. Since the growth plan for the creative industries was adopted, the sector has seen a 19% increase in turnover and a 30% rise in exports. New industry organisations have emerged, while awareness of Danish creative industries, companies and solutions has grown significantly. Creative Denmark has fulfilled its mission, and the needs of the sector have now changed,” she says, explaining why the partners behind Creative Denmark have decided not to extend the operational funding.
Creative Denmark was launched in 2020 and has since published 10 international publications and 250 company cases on Denmark’s creative industries. It has introduced 170 international delegations to the capabilities and potential of Danish creative companies and solutions. In addition, the consortium has supported more than 70 international creative industry events through marketing, press and networking activities.
“It has been a privilege to work with Denmark’s creative companies and solutions, and I am extremely proud of the many initiatives that the Creative Denmark team has carried out over the course of nearly seven years. Raising awareness of the creative industries and the many exciting and distinctive companies and solutions found in Denmark is an important task. I am therefore also proud to have contributed to the creative industries’ stronger performance and to the growing recognition of design and creativity as part of the value proposition of Danish business,” says Majken Kalhave, CEO of Creative Denmark.
Contact : Mette Kynne Frandsen, Chair of the Board, Creative Denmark E-mail: Mette@kynne.dk
Creative Denmark’s partners are the Confederation of Danish Industry, the Danish Chamber of Commerce, Realdania and the Danish Government (the Ministry of Industry, Business and Financial Affairs, the Ministry of Foreign Affairs and the Ministry of Culture).
