We analyse policy rhetoric on education export in Finland and Sweden as a lens to explore the multifaceted Nordic model in education. We also examine how the Nordic dimension in education is represented in Finnish and Swedish education exports. Our findings highlight that, while education export approaches differ considerably betweenthe two countries, both contexts provide opportunities for private edu-business actorsto thrive, thereby sustaining the global education industry (GEI). Education export is rhetorically positioned in relation to both the national and the Nordic contexts in specific ways, with implications for how Nordic education is framed in the globalised economy.