In pursuit of the EU's goal to become the world's first climate-neutral region, Northern Sweden is positioned as a centerpiece within the green transition development. Its innovative industries are hailed as crucial not only for Sweden but for the sustainable future of Europe. Yet, previous research depicts Norrland as an inner periphery of Sweden, subjected to colonization and marginalization. This paper delves into this paradox by examining discursive representations of Northern Sweden in light of the prevailing green transition narrative. Through critical discourse analysis used to systematically explore representations from news media, political opinion and government institutions, this paper uncovers tensions and contradictions within the current narrative. The analysis suggests the predominance of two conflicting themes, construing Norrland simultaneously as the future and as a struggle. By contextualizing these discursive themes within the concept of peripheralization, this research argues that the future-oriented narrative dominates the current representations of Northern Sweden, potentially perpetuating spatial disparities within the region. Thus, this research contributes with an updated understanding of processes of peripheralization under the guise of green policy discourses, suggesting that the development in Norrland seems being part of a broader narrative aiming to frame Sweden as the world leader within green transition initiatives.