Your hygge-obsession is weird and misunderstood, please stop

Being Scandinavian has become a rather weird experience. In the span of just a couple of years, we’ve gone from being a relatively unknown group of shy people from a tiny, cold, dark corner of the world to being hyper-visible and feeling like our culture is being fetishised.

I'm Danish, born and bread, but am now living in London, where I've witnessed this curiosity firsthand. 

SEE ALSO: Two cynical city dwellers try 'hygge' with disastrous results

Over here, we Scandis are the object of much envy. But not for the obvious reasons — like our high quality of life, our equality or even the fact that we’ve supplied like a third of the cast of Game of Thrones at this point. No, it’s for small aspects of our culture that a group of advertising executives somewhere saw fit to export and aggressively market as something that's frankly not really true to who we are.  Read more...

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