Entomophagy, also known as eating insects, has drawn more and more interest in western world recently. The rapidly growing population and changes to people’s diets lead to a significant increasing demand in food, nutrition and energy, while the traditional agriculture, particularly the livestock breeding and meat producing can be very adverse to the environment. Insects contain a great deal of high quality nutrition, such as protein, vitamins, fat and minerals and are comparably environmental friendly. Insects were consumed by human beings historically and are still eaten in many countries today. However, studies have revealed the acceptance level of eating insects is generally low in western countries. This study attempts to understand how Swedish customers think about eating insects, what could be the predicted challenges and their corresponding suggestions. Findings collected through semi-standardized interviews with 18 Swedish laypeople indicate that curiosity, fear and disgust are the main perceptions. Through a systematic analysis based on the theories used in this paper, I suppose their negative feelings of insects are not innate, but mainly arise out of the cultural/social constructions, early experiences of insects, and low exposure to insects. In response, I suggest to break the old connection between insects and negative features and build up a new connection between insects and food, through the implementation of knowledge spreading, language tactic, normalizing and adding familiarity to the taste and appearance, careful management of the safety, price and availability, as well as culinary skills promotion.