When Zlatan Ibrahimović signed for LA Galaxy, he announced his arrival in a way only Zlatan could. He took out a full-page ad in the Los Angeles Times, simply reading, "Los Angeles, You're welcome".

And after his iconic goal against LAFC, which won the 2018 MLS goal of the Year he declared: "I came, I saw, I conquered".

Both moves were very Zlatan-like, a reflection of his larger-than-life persona that many perceive as arrogance.

But let’s rewind a bit. Before Zlatan became the larger-than-life figure in LA, he had already left an indelible mark on the footballing world. From Malmö to Milan, from Barcelona to Paris, Zlatan’s journey has been nothing short of extraordinary.

The Arrogance Debate

Zlatan’s perceived arrogance: some call it confidence; others label it hubris. But what sets him apart is his unwavering belief in his abilities. Zlatan doesn’t just think he’s good; he knows it. And that’s where the cultural clash begins.

Enter Jantelagen—the unwritten social code ingrained in Swedish culture. Jantelagen dictates that one should never consider themselves better than others, avoid standing out, and downplay individual achievements. It’s a collective mindset that values humility over self-promotion. But Zlatan? Well, he’s the antithesis of Jantelagen.

Zlatan vs. Jantelagen: A Clash of Titans

Zlatan’s defiance of Jantelagen is both fascinating and perplexing. How can a man with such outspoken nature, contrary to Jantelagen have such an appeal in Sweden? Swedes, by and large, value cooperation and a sense of belonging. So, a guy who boasts about his brilliance like Zlatan seems like a total mismatch, right?

I believe that the answer lies in his immigrant background.

Born to Bosnian and Croatian parents in Malmö, Zlatan grew up in the Rosengård neighborhood—a melting pot of cultures. His upbringing was far from conventional, and perhaps that’s why he never fully embraced Jantelagen. He didn’t fit the mold, and he didn’t care to. Zlatan’s identity transcended borders; he was a Swede, but he was also something more—a global citizen.

And Swedes admire Zlatan's exceptional talent and appreciate his authenticity, his unapologetic self.

He's on of their most decorated footballer, a national hero on the field. His raw ability and success on the global stage make them proud. There's a grudging respect, a sense of "well, he can back it up."

A new Swedishness

"Zlatan stands for a new Swedishness,” says Aftonbladet journalist Johanna Franden.

"There were many generations of immigrants before him, but he became the symbol for people with an immigrant background.

He represents a big group, who are raised in Sweden, who speak other languages than Swedish at home and who had problems identifying themselves with Sweden prior to Zlatan’s breakthrough. Zlatan, even though he was born in Sweden, has become the immigration story in Sweden; his success, personality and charisma have made him the symbol for many things in Swedish society."

In a country where the collective rules: both in football and in society, Zlatan has fundamentally affected both his people and his sport.

Another Swedish football player, Henok Goitom, says: "Before, the collective was the most important thing and you couldn't take a big space (individually); if you did so, you could be seen as a problematic person.”

"Instead of helping kids with big personalities who walked their own way, it was easier to get rid of that kind of person. Zlatan changed this. Thanks to Zlatan it's much easier to make individualists a part of the collective and after Zlatan’s performances people with an immigrant background have had an easier way into the Swedish national team.”

Zlatan created a new way of being Swedish and gave people from an immigrant background a compelling reason to identify with Sweden.

And that is the most important thing Zlatan Ibrahimović will leave behind.