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HRH Crown Princess of Denmark is spearheading Danish initiative in Texas

2.8.2019  23:32

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Press release, Friday February 8th, 2019

The Crown Princess travels to Texas March 10, where she visits Austin and Houston. In Austin, she will participate in a major Danish initiative for culture and creative businesses at the festival, South by Southwest (SXSW). Afterwards she will travel to Houston, where Denmark and Danish businesses experience a lot of progress in the field of green energy and life science. Minister of Culture, Mette Bock, will accompany the Crown Princess during the entire visit.

The festival SXSW in Austin is one of the world’s most important festivals regarding music, tech, movies, gastronomy and arts. Every year more than 280,000 people visits SXSW, and this year the festival will get a significant Danish mark. At SXSW, the Crown Princess will lead a Danish cultural effort as a part of a bigger Danish cultural initiative in USA, led by the Ministry of Foreign Affairs and the Ministry of Culture.

The Danish participation counts among others Bjarke Ingels, Margrethe Vestager, several Danish music groups, Danish design, art installations and performances. The visit is in cooperation with Roskilde festival, Visit Denmark, SAS and Music Export Denmark. Together with the Crown Princess, the partners will visit several Danish initiatives at SXSW, housed by House of Scandinavia, as well as different initiatives in the official program. The Danish effort focuses on Nordic values and competences on innovation and creative business. The Crown Princess’ program on the festival contains everything from music and art to gastronomy – all along with a focus on Danish initiatives.

Houston, Texas, is the fourth biggest city in the USA and among Danish business interests seen as an undiscovered treasure. The Crown Princess’ visit in Houston will therefore also focus on the potential for Danish businesses. Houston is known for its oil, but these years a conversion to a greater focus on green energy is taking place. Especially concerning sustainable, green energy, Denmark is a big player. The Crown Princess will speak at a conference on green energy and Danish solutions to the worlds’ climate challenges. Furthermore, she will assist in the launch of an ambitious cooperation on life science between Texas and Denmark.

In Houston, the Crown Princess will open a Danish jewelry exhibition in Houston Center for Contemporary Craft. The exhibition is a part of multi-annually, Danish culture initiative in USA in cooperation with the Art Foundation of the Danish State. Finally, the Crown Princess will be a guest of honor at a gala dinner arranged by the Danish general consulate in Houston and the Danish embassy in Washington, D.C.

The full program is published later.

Where: Austin and Houston, Texas
When: March 10th to 13th, 2019
What: Danish initiative on culture and creative businesses at SXSW in Austin, visit on the world’s first hospital complex, opening of a Danish jewelry exhibition and visit to a green energy conference.

It will be possible for the press to cover the events. Participation requires registration – for further information and accreditation please contact

For further information:
The Danish embassy in USA:
Head of Press & Culture Rasmus Strøyer, +1(202)714-0242,

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