The history of Dustov Network is characterized by a rapid shift from a social media entertainment project to a multi-faceted business and innovation consultancy.
Test Laboratory (2018–2022)
Dustov Network was founded by Lars Gustav Robin Ståhlberg as a personal project in June, 2018. The Rolbek Media entertainment brand acted as a testing ground for digital communication. Strategies that developed here regarding audience engagement and social media trends are often translated into business development services for the later Dustov Network‘s SME clients.
Founding and Early Phase as a Company (2023)
Establishment: The company Dustov Network was founded by Lars Gustav Robin Ståhlberg on July 7, 2023, in Uppsala, Sweden.
Name: Dustov means friend in Uzbek language.
Symbol: The penguin and palm tree reflect the DNA of Dustov Network.
Initial Focus: It originally registered its business activity as “publishing content on social media for entertainment purposes”. During this period, it still operated primarily as a digital creative outlet and as a test laboratory for marketing and reach.
• Rolbek Media: Focused on social media and digital presence.
• DUSTOVsounds: A music production arm active on platforms like SoundCloud.
Expansion and Professionalization (2024–2025)
Service Evolution: By late 2023 and into 2024, the network expanded into a digital communication agency. It began positioning itself as a freelance growth partner.
Current Model (2025): As of 2025, the company has transitioned into a “synergy chain” model. It now functions as a bridge between the startup ecosystem, public authorities, and the education sector to foster business innovation and social impact.
As of December 2025, the network functions as a strategic intermediary within the Uppsala business ecosystem, focusing on three primary pillars: Identification, Channelization, and Platform. Key activities include helping startups and small enterprises gain traction through networking and targeted outreach.
International-to-Local Scaling: A core part of the 2025 philosophy is taking successful international innovation ideas and applying them to the local Uppsala context.
Social-Entrepreneurial Balance: Startups and small enterprises are encouraged to align their growth with social initiatives, reflecting Lars Gustav Robin Ståhlberg’s belief in strong entrepreneurship for the sake of society.
Humanistic approach: The Dustov Network incorporates humanism as a core organizational philosophy that prioritizes human value and collective flourishing over purely economistic goals. Dustov Network operates on the principle that a business enterprise is a community of persons.
Educational product launch: Dustov Network helped a Swiss startup establish itself in the French market April–July 2025. Dustov Network participated in a series of events in Marseille and Montpellier during the summer.
________________________
MALMÅKRA / Destination Bäsingen
In October 2025, Lars Gustav Robin Ståhlberg bought a private estate (MALMÅKRA) in the Folkärna district in rural Dalarna, which is now Dustov Network‘s second base and focused on property and land operations and destination development test laboratory.