words by Ann-Kathrin Riedl THE VOICE: Anna Kuhmunen on how Europe is failing its only Indigenous people Few people have heard about them: Far up in the north of Europe, an estimated 75,000 to 100,000 Sámi people live across the Arctic regions of Norway, Finland, Sweden, and Russia. Since prehistoric times, the reindeer herders have lived in these remote areas, following their herds through the seasons in search of grazing land. But what sounds idyllic is a daily struggle. In Sweden, the Sámi live marginalized by the rest of society — overlooked by the state, exposed to environmental destruction and climate change, and left unprotected against poachers who torture and kill their reindeer out of racism. We first learned of their situation during a press trip with Kia. The car manufacturer had invited journalists to Swedish Lapland to unveil a new vehicle. But when Anna Kuhmunen — a Sámi woman who runs the guesthouse Silba Siida near Jokkmokk with her husband Erik — joined the group and began sharing her people’s story, it deeply challenged our self-image as Europeans. How can such systematic discrimination still exist in a country like Sweden, which prides itself on tolerance and openness? For Anna, tourism is both a source of income and an opportunity to share her truth. We followed up with her after the trip — to talk about the ancient pact between the Sámi and the reindeer, the history of her family, and her greatest desire: that her children may one day live freely and proudly as Sámi. words by Ann-Kathrin Riedl Ann-Kathrin Riedl: At the beginning of our conversation, you were surprised when I told you that I had already heard of the Sámi before our interview. Anna Kuhmunen: Most people aren’t even aware there is an Indigenous group in Europe. They might have heard of “Lapland,” but that’s a colonized name. Calling us “Lappen” is offensive — it’s like the N-word for Black people. That term is used to belittle us. We use the word Sápmi for the land. As Sámi, we have long suffered from discrimination. We weren’t even allowed to build houses in Sweden until the late 1950s. That’s shockingly recent. It’s crazy. I became a mother 12 years ago. Ever since my son was little, he’d say, “Mommy, I want to be a reindeer herder. I want to live with the reindeer.” But I fear that may no longer be possible for them. More and more mines are being built on Indigenous land. In Sweden, companies barely need to apply to start digging. Foreign investors are pouring in, hungry for iron, lithium, copper, gold, and silver. We also have the world’s lowest mineral fee — around 0.04%. And Sweden is in NATO now. That means they want to rebuild their army — with metals taken from Sámi land. And then there are the windmills — all built on Indigenous land. No one cares whether it’s native territory or not. They just go in and take. And the ones who pay the price for the so-called green transition are the Indigenous peoples. That just shows again that there’s no such thing as simple black and white. What are the biggest challenges facing the Sámi today? I’m not as nomadic as my grandparents, but I’m semi-nomadic. I live in the forest in winter, in the mountains in summer — always following the reindeer. Reindeer are like turtles or salmon. A mother will return to the exact spot where she was born to give birth. And we follow her. But now, the mines block those ancient routes. The reindeer can no longer migrate where the mines are located. Climate change is making things worse. Winters are warm. It rains, then freezes. The snow turns to ice. Reindeer can’t dig through ice to find food; they are starving. You can officially apply for compensation — like farmers do during droughts. But that’s not a longterm solution. How big is your community? How many Sámi people live in your area? That’s hard to answer. The government has always defined Sámi identity too narrowly. Only reindeer owners were officially counted, which is ridiculous. Many Sámi lived as hunters, fishers and craftsmen. The official statistics left out a huge part of our community. What is the origin of this conflict? Sweden didn’t want nomadic people. They forced us to settle. And if we tried to settle, we had to assimilate — become “Swedish.” In my grandparents’ generation, they were beaten and told they were a lesser race. Just like what happened to Native Americans or the Inuit. Some gave up their heritage voluntarily — not because they didn’t love their culture, but because life as a Sámi was just too hard. Personal stories are often the most powerful. Could you share your family history with me? I’m sure it reflects the fate of many Sámi people. My grandparents were born in the 1920s. When they were six or seven, they were taken from their families and sent to boarding schools that aimed to “reeducate” them. They weren’t allowed to speak our language and were taught they were inferior. At that time, race biology was a big thing in Sweden. There was an institute in Uppsala that measured Sámi children naked, took photographs, analyzed their skull sizes — trying to “prove” that we were less evolved. They even dug up Sámi graves. We were called “rshort-heads,” accused of having brains too small to handle a roof over our heads or floor beneath our feet. It was the same kind of pseudoscience the Nazis used on Jews — reducing us to stereotypes, trying to erase us. But Sweden never fully wiped us out. We were either supposed to be full time reindeer herders or to assimilate into the general public. The idea was that time would eventually erase us. My parents were born in the 1950s. They were the first generation legally allowed to live in houses. Until then, Sámi families had to live in lavvu, like teepees. Some families sold their reindeer just to afford a house — so their children wouldn’t be taken. Others, like my grandparents, held on. I think they were incredibly strong. How would you describe your own generation — those now in their thirties? I belong to the fighting generation. We’ve seen the injustice and refuse to stay silent. But still, we’re on the edge of losing everything. The land is shrinking, and the fight is growing. One side wants to exploit it for profit. The other wants to preserve it for future generations. There’s no gray area. Either you destroy it, or you protect it. How do you personally cope with this? I share my story with the visitors who come here. I never wanted to go into tourism — it wasn’t my dream. But I had no choice. It’s the only way I can inform people about what’s happening. In Sweden, you can go through the entire school system and never learn a word about the Sámi. Why do you think the media doesn’t cover this more? Sometimes I get asked to participate in documentaries. I often say no. Because once you go public, the hate and threats are unbearable — not just for me, but for my family, too. My son appeared in a short news clip once. He said something simple like: “I want to live like my ancestors, with the reindeer.” It aired on Swedish TV and was posted on Facebook. Within a day, I read the comments — and I couldn’t believe it. Grown adults telling a 12-year-old: “You should die. Stop throwing shit.” He didn’t even say anything political. But the internet trolls try to tear you down the moment you say “Protect the Earth.” How much of your culture has survived in the face of these circumstances? A surprising amount, actually. But, of course, less than before. The language is critical — especially singing, because this is how we tell our stories. Our singing is tied to shamanism, which was banned in the 1600s when the Swedish Church arrived. Practicing it could get you killed. Even in the 1990s, when I was a child, traditional Sámi singing was not allowed in church. Imagine that. Just thirty years ago. That’s especially surprising because Sweden has such a strong reputation for being progressive and tolerant. They are often portrayed as a shining example for the rest of the world. Exactly! The world sees Sweden as a beacon of tolerance. But that makes it even more shocking when you realize how brutally it has treated — and still treats — its own Indigenous people. Back in 1989, the ILO Convention 169 came into force — the only legally binding international agreement that protects the rights of Indigenous peoples. Sweden claimed they wanted to be leaders on it. They helped convince about 30 countries to sign. But did they sign it for us, the Sámi? No. Every four years the UN criticizes Sweden, even saying they’re violating human rights. And what does Sweden do? They respond with the same line: “ILO 169 isn’t suitable for the Sámi. We’re working on something better.” Forty years later, they’re still “working on it” — while destroying 70% of the natural forest in our region for profit. You wouldn’t be allowed to do that in Germany anymore. Germans are far more advanced in how they think about nature. Isn’t it ironic that Europe often criticizes other countries on these issues, but should really start by questioning itself first? Absolutely. It all happens in Europe, and hardly anyone knows. Sweden doesn’t want to open that Pandora’s box. It’s easy for them to hide it because we didn’t have a written language until about 40 years ago. But now we have filmmakers, writers, and musicians. The Sámi music scene is exploding. Our stories are being heard. The format we’re doing this interview for is called The Voice — it puts a strong voice at the center of the story. What message would you like to share with the world? That we exist. Please know there’s Indigenous people in Europe. And we’re not just preserving culture, we’re protecting knowledge. Indigenous wisdom holds many answers to the challenges we face today. We know how to live with the land, not from it. And that’s key to surviving on this planet. We don’t need new technology. The knowledge is already here. We just need to listen. We’ve talked a lot about the challenges today, but what are the beautiful aspects of being Sámi? Our people came partly from the East. Our language is related to Finnish, Estonian, Hungarian. Reindeer made it possible for us to survive here. We believe we made a pact with the reindeer 10,000 years ago to live side by side. They give us food and clothes. In return, we protect them. That promise is sacred. It gives me purpose. I don’t wake up wondering what I should do with my life. I know. I protect the reindeer and preserve the land for future generations. Not because it’s “my land” — no one ever truly owns land — but because it’s our duty to leave it intact. Even if the world doesn’t value reindeer, I do. I would die for them. And all I want is for my children to have the choice to also live the same life — if they want it. “They were taken from their families and sent to boarding schools that aimed to ‘reeducate’ them. They weren’t allowed to speak our language and were taught they were inferior.” Kia EV6 GT The meeting with Anna Kuhmunen took place during the Kia Arctic Experience – an event marking the relaunch of the EV6 GT. The Kia EV6 GT is not just the technical evolution of their most powerful electric crossover, but the consistent continuation of a brand that has been redefining itself since 2021. Just a year later, the Kia EV6 made history: as the first Korean vehicle ever to be named “Car of the Year” in Europe. Now, the EV6 GT returns – with an even bolder design, new features such as the digital key that places the future of mobility in the palm of your hand, and a range of up to 450 kilometers. In only 18 minutes, it can be charged from 10 to 80 percent – a figure that transcends the everyday usability and underscores the ambition to make electric mobility accessible to all. But this car is about more than speed and range. Kia remains true to its philosophy “Movement that inspires,” linking progress with responsibility. The trip showed that engaging with Sámi culture and travelling through Sápmi in a high-performing, fully electric vehicle like the Kia EV6 GT is not contradictory. Instead, it proves that the landscapes Anna Kuhmunen calls home can be experienced with respect and minimal impact – pointing toward a future where modern mobility, cultural sensitivity and responsible exploration go hand in hand. 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