Creative industries are an export success

Talking about growth, focus is usually on the health, energy and welfare industries. But representing more than 10 % of total exports, the experience economy represents an untapped potential, writes Danish daily newspaper Børsen.

The tv-series Borgen, the fashion company Day Birger et Mikkelsen, the rock band Volbeat and the computer game Hitman are all examples of the creative industries in Denmark that make up an effective export. In a time of crisis, these industries experience growth and perform just as thriving as Denmarks’s high-profiled export sectors: health, welfare, climate and energy. New figures from the Confederation of Danish Industry (DI), which Børsen has gained insight to, show that from 2009 to 2010, experience economy exports increased by 19 per cent up to 73 billion DKK. Also 2011 showed to be a year of growth, and fashion industry exports grew by 13.4 per cent to 25 billion DKK.

Minister for Trade and Investment, Pia Olsen Dyhr, is pleasantly surprised by the export figures, deriving from the creative industries.

In the coming years, she expects an increased export growth in the creative industries, including music and film – especially if the experience economy has more success breaking through in Asia.
The Danish Trade Council also believes in the large potential of the music, games and architecture industries that each represents annual export revenues of 1 billion DKK. The Trade Council is ready to facilitate further growth through assistance in reaching new export markets for the experience economy.

This is an excerpt. The original article was published in Børsen on June 8, 2012. Please visit