Zara Larsson Promoted in Finnish Pop Crossword Magazine as PR Stunt Claims Surface

In November, Swedish pop star Zara Larsson performed at Helsinki’s Veikkaus Arena and was filmed completing a crossword in the Finnish youth magazine Pop‑Ristikot, which later launched a Swedish‑language version of the title.

Separately, the Swedish PR agency Chaotic Good has alleged that the artist’s recent surge in attention may be driven by fabricated social‑media accounts, suggesting that her breakthrough could be part of a coordinated PR effort.