Karin Winther
Karin Winther
Moderator
Culture Is the New Currency: From Commerce to Community
Stage: F4
Cultural Influence: Creating Authentic Brand Experiences
9:00 am-9:30 am - 5 March
Go to F4
Add to calendar2026-03-05 09:00:002026-03-05 09:30:00Europe/StockholmCulture Is the New Currency: From Commerce to CommunityKarin Winther - Karin WintherCultural Influence: Creating Authentic Brand ExperiencesSvensk Digital Handelnoreply@dhandel.seevent
Culture Is the New Currency: From Commerce to Community
This session breaks down why culture is the new currency — and how brands move from transactions to belonging by building real cultural capital.
We explore the shift from consumer to creator, why fandom beats funnels, and how community-driven growth is rewriting the retail playbook for brands that want loyalty, relevance, and lasting impact.
Session in English
Karin Winther
Karin Winther
Strategic Consultant & Storytelling Expert
From California Love to How the West Coast Won — Cultural Capital as a Competitive Advantage
Stage: F4
Cultural Influence: Creating Authentic Brand Experiences
11:50 am-12:30 pm - 4 March
Go to F4
Add to calendar2026-03-04 11:50:002026-03-04 12:30:00Europe/StockholmFrom California Love to How the West Coast Won — Cultural Capital as a Competitive AdvantageKarin Winther - Karin WintherCultural Influence: Creating Authentic Brand ExperiencesSvensk Digital Handelnoreply@dhandel.seevent
From California Love to How the West Coast Won — Cultural Capital as a Competitive Advantage
From the streets of L.A. to the global fashion and music scene, the legendary photographer Mike Miller has defined the look of West Coast culture.
As the eye behind iconic hip hop imagery and the groundbreaking Stüssy campaigns, he reveals his latest project at the intersection of fashion and music — and how movements grow from subculture to global influence. Following the keynote, Miller is joined by Moon-Suck Song, Founder & CEO of Panagora, and Erik Manzano Friberg, CEO and Co-Founder of Sneakersnstuff, in a fireside chat moderated by Karin Winther. Together they reflect on why this cultural heritage matters for brand building today, exploring how authenticity, visual identity and cultural capital become strategic fuel for relevance; how global style codes emerge from local scenes; and what Nordic brands can learn from the creative forces that helped the West Coast redefine modern branding.
Session in English
Karin Winther
Karin Winther
Strategic Consultant & Storytelling Expert
Spicing Up Commerce: How Redhead Snacks Won Hearts (and Shelves)
Stage: Congress Hall
Shaping Culture, Transforming Commerce
3:05 pm-3:30 pm - 4 March
Go to Congress Hall
Add to calendar2026-03-04 15:05:002026-03-04 15:30:00Europe/StockholmSpicing Up Commerce: How Redhead Snacks Won Hearts (and Shelves)Karin Winther - Karin WintherShaping Culture, Transforming CommerceSvensk Digital Handelnoreply@dhandel.seevent
Spicing Up Commerce: How Redhead Snacks Won Hearts (and Shelves)
Few brands have captured the hearts of Swedish consumers as quickly and authentically as Redhead Snacks.
What started as a side project by beloved creator and storyteller Mauri Hermundsson has turned into a viral snack sensation — built not through traditional marketing, but through trust, humor, and storytelling. In this keynote and fireside chat, Mauri and Redhead Snacks’ CEO and Co-Founder Varga Moshtagh share the journey behind Redhead Chips — from kitchen experiments and viral videos to becoming a nationwide success stocked by major retailers. They’ll explore how storytelling can outshine advertising, how authenticity drives modern brand loyalty, and what every company can learn from the creator economy’s approach to building emotional connections.
Session in Swedish
