The Nordic countries do not just identify strongly with gender equality: they also increasingly mobilize their pasts, as well as more contemporary notions held at the international level wherein the Nordics are seen as exceptionally gender equal, to highlight and brand themselves in the present as global pioneers of women’s rights. In this article, using nation-branding as an overarching perspective, we examine how this eagerness among the Nordics to be perceived as front-runners of gender rights affected the memory politics at play during the national commemoration of 100 years of women’s suffrage in Finland (2006–2007), Norway (2013) and Sweden (2018–2022). In addition, we ask what national narratives the respective jubilee celebrations helped to facilitate – and whether those narratives correspond with the images that function as the primary brands of Finland, Norway and Sweden today.