The Swedish fans have been turning out in droves for this week's Collector Swedish Open in Bastad.
The main attraction? Sixteen-time Grand Slam champion and current World No.1 Serena Williams.
And Williams hasn't disappointed - she cruised past her first three opponents in straight sets.
Williams actually hasn't lost a match on clay this year - she came in 23-0 on the surface.
Williams is contesting a WTA tournament in Scandinavia for the first time in her illustrious career.
And the World No.1 has been charming the press as well with her sharp answers and sense of humor.
Christopher 'Chip' Rafael Nadal, Williams' Yorkshire Terrier, also made the trip to Sweden.
Generally referred to as Chip, he was obviously named after 12-time Grand Slam winner Rafael Nadal.
Elsewhere, fellow WTA veterans Flavia Pennetta and Virginie Razzano also made deep runs in Bastad.
It was former Top 10 player Pennetta who prevailed over former Top 20 player Razzano in the quarters.
The many, many fans at the International-level tournament include many young autograph seekers.
And some veteran fans as well, not afraid to show their Swedish pride and unique fashion senses.
Speaking of Swedes, Johanna Larsson - a former finalist in Bastad - stepped out to the player party.
As did Pennetta, who actually stood up. Pennetta was Italy's first Top 10 player, peaking at No.10.
And Mathilde Johansson, born in Sweden but now French, signed autographs for fans at the Xerox booth.