Ung Företagsamhet (UF) has been empowering young entrepreneurs in Sweden for 45 years, giving high school students hands-on experience in running a business—from managing costs and logistics to marketing and sales. We are proud that some of our Swedish shopping centers have supported this organization and the next generation of entrepreneurs by hosting annual UF fairs.

This year, fairs were held at Emporia and Marieberg Galleria, aligning perfectly with our CSR strategy, and reinforcing our active role in the community. At Emporia, 400 UF companies, managed by 1,400 young entrepreneurs from across Skåne, competed in marketing and sales, while 118 companies participated at Marieberg Galleria.

This year, a few notable shifts were observed: sustainability is now a given, companies increasingly target Generation Z, and there is a clear focus on health and addressing youth mental health challenges.

Jesper Stenberg, Head of Quality at Ung Företagsamhet Skåne, explained: *“For us and the students, it’s incredibly valuable to host the UF fair at a shopping center, where there is a natural customer flow. The students get to engage with many visitors, learning how to stand out amid competition from both established stores and other UF companies. The excellent transport connections to Emporia are also a significant advantage.”

Christina Holst, Marketing Manager at Emporia: “It is very inspiring to see the different business ideas, innovation and companies, and then be able to follow some of them further. We wish them welcome back next year!”*

Sofie Källgren, Center Manager at Marieberg Galleria, added: “It’s fantastic to offer young UF entrepreneurs a platform to meet customers and practice their sales and marketing skills. It is also important for us to support local youth.”

Hugo Jerlström, Project Manager at Ung Företagsamhet in Örebro County, noted a shift toward companies offering tangible products rather than services. “There are many ingenious, simple products. For example, OpenUp UF, which produces a bottle opener designed for people with limited hand strength, long nails, or children, has broadened its target audience and boosted sales by launching products strategically. Being present at Marieberg Galleria, one of the strongest shopping destinations in Örebro County, is a fantastic opportunity for these young entrepreneurs to practice product exposure, customer interactions, and sales in a real retail environment,” he concludes.

This year some interesting shifts compared to previous years’ participating companies were noted.

• Sustainability is now considered a given – barely mentioned because it’s expected.
• Companies are increasingly targeting their own generation, Generation Z, and many have a clear focus on health and a commitment to addressing mental health challenges among youth.