Probably in Italy we have the same thing with ‘Bella vita’… eating, this huge lunch times with families, beautiful women, coffee, art, the sea… same concept, same commercialization in the world, especially in the USA and north Europe

Thank you for mentioning hygge-racism. I've found that in most english contexts it would translate to casual racism, where comments, jokes, and mindsets don't necessarily have detrimental effects, but honestly builds the foundation and creates the space for racially-based discrimination and systemic racism to exist.

"Freedom" has become as much of a marketing device in the US as hygge has in other countries. It's really just a weasel word that can be used to justify doing pretty well whatever you want, including abridging someone else's freedom. It has no real definition, and that's is its advantage over a word like "democracy," which has a very specific meaning, at least if you're someone who is trying to impinge on someone else's human rights.

When I moved to Finland, one of my Finnish colleagues lent me a book about hygge and specifically about a woman that moved to Denmark. She said it would help me get through my first winter in a nordic country, since in some ways, Finns are like Danes (so she said and given your words it might be true). It eventually helped. Coming from Italy, I had to adapt and learn how to deal with the Finnish winter and now I love it, I can't wait for it! Hygge or not, I learnt that you need to create a place to be happy in, to use fairy lights if they cheer you up, to be content despite the weather and so on. Anyway, I couldn't imagine all the nuances you explained in this video, so thank you even though it's not an urgent matter in sustainability 😊

So I am german, but was born in Denmark and my mother loved Denmark so much! She used the word hygge just like you said. We were in Denmark until I was 3 years old, so I am not at all danish. When hygge came up in the mainstream my friends also told me that I was using the word hygge wrong. I was unsure if I was missunderstanding something, but know I feel a bit relieved. Maybe that is a bit dumb, but thank you for giving me more insight in my birthplace. :)

I had never heard about hygge before. In the Netherlands we have ‘gezellig’ which is similar. The atmosphere when you are around friends of family, playing a board game, to cosy up to watch a movie with someone can be ‘gezellig’. I feel gezellig-heid is most often described in the context of social interactions. Not so much in the context of sitting on the couch and reading a book. It is a equally hard word to explain to someone who does not know the word. Thanks for the video and having me learn a little bit about danish culture. Have a gezellige day

As a Canadian we live a very northern lifestyle as well. We just call it autumn and winter!! I feel the darkness and weather have produced a universal culture across the north that each does slightly differently, but is generally the same idea.

As a linguistics major, I love the mini-linguistics lesson!

I so enjoyed this; the nuances of language combined with culture. Thank you ❤️🌿

I also find it hilarious to watch some of those movies about hygge. I'm from Sweden, we call this "mys", it's basically the same, we just seem not to be as good in selling it internationally. As a student I used to organize summer courses for international students and we often put mys in as an activity somewhere to get a break from the heavy partying. We had some difficulties translating it in the schedule but in the end called it a cosy afternoon or evening. But it was interesting to see how it confused many of the international participants since we didn't specify what they were supposed to do. We just made sure we had a nice cosy place to be to hang out, chat or do whatever we felt like, in relaxed clothes, no expectations whatsoever. It's not like we used to need more detailed instructions for what to do at the parties. Anyway, it's really funny how some people can make such a great deal about something so normal. Btw, I love your comments about the downside of this culture, which also is very true for Swedes.

The first time I came into contact with hygge was in Finland. I did my semester abroad in winter 2018 there and I was struggling with the darkness, so someone recommended the hygge "style" to me. I googled it and then basically bought fairy lights and coffee scented candles for my dorm room and it kind of worked wonders for me. Now that's my go to in winter to feel cozy. But I also must admit, the general vibe was so much more relaxed than I know it from Germany. The hygge racism you mentioned is a thing in Germany as well, we call it "Alltagsrassismus", basically "everyday racism", and it drives me mad. When called out for it, no matter how gentle you do it, people are so offended, because tHeY arE nOT RaCisT hOw VeRy dArE yoU. Ugh.

I have noticed the Hygge Aesthetic idea blow up here in the states. I like the idea. But I've always thought it was always done. The comfort of it. I get anxiety, so I have tried things that brought me comfort. Warm drink, a snack, wearing sweats, hoodie, and getting cozy in a nest of blankets while reading. Thanks for being so informative about things. Have a wonderful rest of the month.

What a great video! I’d find it very hygge to sit and chat with you about tough political and social issues! :) I am American and read about hygge in the book “The Year of Living Danishly”. It gave me permission to prioritize coziness and comfort, which is not really a priority in the societal spaces I’m from. I think for Americans, comfort comes from buying more stuff (aka retail therapy), so I’m not surprised by how hygge has been used commercially here. The hygge racism is also very interesting because there are parallels to American values being used destructively, like freedom as you said. People here say that because of “freedom” we can’t have universal health care, affordable child care, good education, a right to safety from gun violence, etc etc.

I moved to Denmark a few years back and "just hyggeing" became my favorite thing to do quickly (whatever it was at the time) and now, being away for some months in Greece I CAN NOT WAIT for the ugly, gray day so I can jump into my "hyggeoutfit"!! (I wouldn't believe that I will miss the danish weather and here I am...) peace&love! Super interesting to listen about potential downsides, gives another perspective!

Love the language lesson as a language nerd.

I read a few of the early hygge books, and one definitely mentioned the downside of the "don't rock the boat" mentally. It was also emphasized that hygge can be experienced all year round, like with summer picnics and barbecues, but you would never know that with the marketing.

In 7:04 the image states "International surveys usually rank Denmark among the world's happiest countries.", but you talk about the happiest: in the past years Denmark has steadily been 2nd. Just pointing this out to avoid misinformation! Regarding of this topic, I highly appreciate a realistic view into the politics and hate crimes, into the realism of it all, which are also problems here in Finland. Seems to be quite a common view coming from the outside, that Nordic countries are somehow these amazing powers in which barely anything is done wrong.. when also in my opinion, a lot is still going wrong. I especially appreciated the overall language aspect in this video! 💚 Also thank you for educating us about the reality and origins of hygge, helps to separate it from all the vast amount of commercialism that keeps floating around.

In Sweden we say ”Ohyggligt” if something is scary and ”Hyggligt!” If someone did something nice 😀 never new it came from Danish words! Thank you!

I discovered hygge when living in Denmark. The concept saved my mood in winter (that and travelling to Asia during the crappiest part of winter). What you mentioned about the hygge breaker and casual racism is very true. Being French, white with blue eyes and light hair (polish origin), it was the first time i was experiencing xenophobia which was a real shock to me. In France we loooove to debate about the most controversial and sensitive topics and it's something I was never able to experience with my Danish friends or even partner as it was indeed seen as being a hygge pooper and disrupting the status quo. Even now that I am back to Paris, i do continue to burn a million candles and have an obsene amount of lamps to set the mood.

So, I hygged here in the Italian Alps for years without knowing it? I learned something new.

Very interesting, Gittemary. Love the information; it is so helpful. May you have a very 'hygge' day. 😉♥😊

I had never heard of hygge before and I found it super interesting to learn a little about Danish culture! I appreciate that you can talk about the nuance and how cultural things that are typically seen as good can also sometimes have a dark underside or just aspects that aren’t so good, but also that the not so good parts don’t mean we should do away with the whole concept. Just as another example that I’m quite familiar with: my husband is Native American (we’ve been together for 10 years) and a lot of times traditional Native ways are seen by white people here in the US as like “so cool” or “fun”, but in reality they are a religion. And as a religion, they are dictated by a bunch of conservative old men who are the tribal leaders. My husband and I are both not particularly religious and also politically progressive, so it can be hard to engage with tradition when it is often tied to religious belief. And also if you’re not as involved in the religious stuff, you’re kind of frowned upon by the tribal elders, so it also just makes it more difficult to engage with any other tribal stuff. So yeah, powwows are cool, and traditional ways are fine, but gatekeeping your own tribal members is pretty uncool.

I really appreciate this video thank you. It's a beautiful concept and I'm laughing so much that you need to update yourself on your own cultures concepts. Magical added bonus 💜

Hi! I’m from Montreal and we also have a long winter so I totally get that need for cozy comfort during the cold winter months. I actually borrowed some of the books you discussed from our local library and was left with it as a feeling and a philosophy of appreciating the simple things in life. You provided a very interesting perspective on the good and “bad” of it… although it isn’t inherently negative. Every culture has its strengths and weaknesses. Thanks for sharing your thoughts on this topic. I love your usual content and always learn so much from you. Thanks for what you do! Hugs from Canada 🇨🇦

This video was super interesting. I really appreciate everything you’ve discussed here.

I fell super down the hygge rabbit hole when it first became commercialized... One part of that was buying "The Hygge Game," which was a bunch of cards with questions that provoked deep thinking and communication. I brought them to a camp with me where I was a counselor and used them with kids from 7-15yrs and we all had some really good conversation and connection going on. It became very popular among the kids. If nothing else I'm glad hygge brought us all together that summer :))

Great video! Brazilian living in Sweden I really appreciate the honesty of this video.

Wow I never heard of this word before - I learned something completely new today! Thank you for your service.

I wondered when I first started seeing everyone talk about hygge and how it couldn't be translated if that was actually true. Especially as an American it feels like a lot of things from other countries get the "it just can't be defined, it's such a specialized topic" treatment when they get popular, and it usually becomes a big part of the marketing of that thing. I appreciate you disucssing the larger negative cultural impacts of it too. I think we would probably call hygge racism casual racism in the US, and the "guy I'd like to have a beer with" political persona is definitely something that we see, but it seems like it may not be quite as influential as in Denmark.

As a dane, wow it was really nice to see somebody actually explaining the danish concept. I've been watching a lot a videos through the years, where I've thought the concept have been misunderstood quite a bit. When I was in Australia one of my moms friends noticed how much we actually used the word hygge. But it was difficult to explain, how hygge is primarily something we use as an adjective about everything.

As a Brit, I found this super interesting and an interesting change of pace from your channel🧡

I’ve seen this word around and learned about it from a friend who studied in Copenhagen but didn’t know much about it. Thanks for this informative video!

insightful and interesting, much love :)

Fascinating to hear your comments about Danish culture and not taking things seriously. It's not something I'd ever heard of before. Thanks for enlightening me

Loved the language lesson! I've been trying (and failing) to learn Norwegian and can't seem to grasp the pronunciation of many of the words so I really enjoyed hearing words that (at least to my American brain) sound similar

I’ve been loving your videos lately! Especially was interested in the section of this video where you talked about the downsides. And as a hobby linguistics nerd, I enjoyed the little language bits, too

Thank you for your video! I am new to your channel. I am originally from Peru (lived there from 0-20 years old) and moved to USA at 20. I have been living in Los Angeles, California for 37 years. That idea of “freedom” that is sold to the world about the USA is a concept that not necessarily translate to the actual meaning when put into practice. I came across the concept of Hygge like everyone else: books sold about that (I have one and I like it). When reading the book I took it more like a Danish way of life; a cultural thing. Perhaps the world see this as “wow” because the idea of enjoying the simple things that life can offer is a foreign concept. I have watched a couple of Danish TV series and I realized how “Hygge” is part of the culture and daily life; like having dinner with friends at home outside, talking and eating. I am planning a visit to your beautiful country soon. Thanks again for the video

I’m American of Norwegian descent. (Grandparents, as adults). I had the concept of “koselig “ growing up and have always thought Danish hygge is the same. I’m not sure if the current Norwegian language that is still true. It’s funny with immigrant populations, there is kind of a Time Capsule. In my family we will always be the Norwegian of the year my grandmother was 20. But I realize hyggelig is also a word in Norwegian. But I think that is more “nice” and “koselig “ is the cozy (with the broader meaning) of hygge?

Hygge sweater you’re wearing!😉 After your video here I am now aware of how the only Danish person I’ve ever really known has definitely embodied the concept of hygge in her home and attitude, and I used to love that about her so much and aspire to be more like her in that way.

Beautiful analysis!

i love fun educational vids like this!! THANK YOU!!👏

Loved this video. Greetings from South America 🙂

I had no idea what this term was. thank you for the clarification. I like when you speak danish, its a beautiful language.

You explained this incredibly well

first, love the video. we can get so wrapped up in what we are fed that we don't think to look at it any other way. kinda uhygge. 😉 in America, I grew up knowing it was taboo to talk about serious matters such as politics or religion. I understand wanting to keep the peace, but it always bothered me. I ignored the rule, and now I'm kinda known in my family as a bit confrontational and opinionated, God forbid. but it's my belief that there are unseen forces, such as cultural norms, that are used to oppress. when we are able to work out our differences and still maintain relationships, I believe that makes us stronger, and a threat to the ruling elite who want status quot. anyway, thanks again for the video. I love learning about other cultures so much, and I'm glad you are willing to share. have a great day!

God this was such a fascinating video!!! I think a huge part of the reason (commercialized versions of) concept like hygge find so much cult popularity in the U.S. is because of how generally extravagant, excessive, and individualistic our culture is. When so much of our cultural identity is quite literally consumerism itself (ahem Black Friday is a treated as an actual holiday), it makes sense why a lot of us will gravitate towards and obsess over cultural and religious practices that focus on simplicity and anti-consumerist pursuits (e.g. New Age Buddhism, minimalism, etc.) I think this motivation to get out of the endless game of U.S. capitalism is incredibly understandable and logical (I of course feel like this too!!), but it just means a lot of dissatisfied Americans can fall for the commercialized and bastardized versions of cultural practices that focus on simple pleasures. We’re so used to consumerism that it is very hard to not just fall for the marketing of whatever appealing fad seems most compelling to us, even if the fad is really based off of something mostly or entirely good like hygge or sustainability! Thanks for the deep dive into this topic 😊

I love the little book of hygge, it's just so cute. When it comes to the concept though, I think it is pretty similar to "gezellig" in our Dutch language, which is not linked to anything specific, it's more of a feeling or mood. Anyway, loved this video 🥰

I actually heard about it, from a friend, before she was a friend. She writes fanfiction and had a character looking to make things more cozy in her life, so the character did a lot of research and I was like, "this resonates with me." I was living in a state I didn't like, I didn't have any friends or family around and I don't know, the permission of being cozy and it's not "lazy" (got to love hussle culture and all that) really helped my mental health at the time. After we became friends, she would lend me books she had borrowed from the library, and it was nice. I think the only things I bought for hygge, were a couple of candles that smelled like campfire, because I truly love the smell of campfires.

Thank you for a wonderful video! Reminded how in Ukraine we call it "zatyshok". And to be honest I don't even think that we had this popularity period of hygge, maybe a few translated books on this topic, but not too much, I'm actually surprised it was THAT popular in other countries

As a German-Norwegian growing up in Germany I really noticed this advertising shift and scandi everything being pushed especially in home decor e.g. Julenisse. Hyggelig and koselig are used a lot too and can mean many things nice, pleasant, cozy etc :) Loved this video

This is such an interesting video!

I heard about hygge from seeing the book "The Little Book of Hygge". It was at the library and looked interesting, so I checked it out. After reading it, I realized that I already did a lot of things in there. I literally read it while wrapped in a blankie on my couch drinking tea, as is normal for me, so there you go!

as a linguist this video was so so interesting to me, thank you so much!!

No one covers a topic with as much, thoroughness, clarity and balance as you do Gittemary. You must have had top marks at school for your essays 😉 I agree with your point that many avoid important issues rather than spoil the hygge. It’s a U.K. thing too. Also, it’s typical and unsurprising, that we in the U.K. and the US in particular, view the concept of hygge as a chance to produce and sell lots of things. Years ago I had a bath with scented candles and devoured Häagen-Dazs in my pjs if I needed a bit of comfort. I didn’t know it was hygge then 😊

Very interesting, thank you.

Refreshing to have an actual Danish person discuss this term!!

I live in Edinburgh (for 6 years now) and in the UK it's soo common that people wear hygge pants outside of their homes. You see kids going to school in track pants and people walking around them in town as well. Me as a German still cannot get used to that way of dressing (except I am coming from gym in my workout clothes). I am used to put on my jeans if I want to go out, even if it's just the supermarket. Side note : Danish and Swedish are cute languages, it sounds so funny. When I was a kid (I am 39 now) my parents would read Hans Christian Anderson books with me and Astrid Lindgren.

Nice and thorough video! My mum is Danish so I've heard a lot about hygge and at hygge sej so it came as a surprise when I saw books about it popping up everywhere. I see a lot of similarities with the Swedish culture and found your cons about hygge especially interesting. I think we do have some similarities with not creating a "dålig stämning" and your examples with rasist jokes hit a bit too close to home as I've heard both Danish and Swedish close relatives tell them. Fortunately they've become less and less accepted, at least here across Öresund.

Love the language stuff from a fellow linguist. Great video

Great video! Love the linguistic/cultural lesson along with socio-political commentary :) xoxo

And also then came the boom lykee that was very similar. My mum buys all of them and then sents them to me-despite me asking not to. So I have it all. Even one from japan. That one is a bit better:) lol I kept expecting you to walk out cause of the sun glasses.

I loved that video because you are as legitimate as on other issues. And it is linked to consumerism 👍🏼

About to have a hugge time lighting a candle, playing video games, and drinking beer! None of which is probably eco friendly but I do enjoy doing it occasionally 😊

Another fantastic video Gittemary but if someone can make money out of something they will. Love 🥰 the video and love 💞 Gittemary.

Hi I’m French :) It’s funny how other countries define French people as « chic » because I can tell you there are so many things in France that aren’t « chic » 😅 But mostly French people are also known as people who love to enjoy life, to gather with friends in « cafés » or around a table to enjoy good « cuisine », we love to have spare time and that not everything is centered about work… I’d say that that is more true than the « chic » point of view. And it is also about well-being, so maybe this is why in France the concept of « hygge » has been (and is still) a big success. But the difference lies in the fact that contrary to Danish people, we love to have serious conversation with friends and family, we love to express our opinions about everything even political matters. We love to have long debates, we love nuances and details haha Thank you for the video and for your great work as always 😊👌

I think this video was really interesting!

I actually found out about hyyge technically through a video, but I searched for that video because I saw a yarn named Hyyge at work. Once learning what it was I just looked at it as what makes you feel comfy. I didn’t realize it was more specific than that lol

It sounds like hygge is like the "Treat yo'self" phenomenon on the shallow end and like "self care" on the deeper end.

My family invented a word for this in English we've been using all my life (almost 30yrs). We say moogly! (I'm Canadian)

Great video, certainly see all these things in the UK too especially if you wanted to talk about racism, mental health etc you could ruin the mood/ vibe etc. Also love these little reminders that most consumerism is to purchase something money can't really buy.

Love the little language lesson 🥰

I stopped watching the Hygge stuff because I thought what they were describing was basically that cozy feeling but it struck me as weird that they were trying to mystify it. Then came the books etc. Maybe because I've been 'practising hygge' forever without knowing the word so it wasn't a big deal to me, perhaps it's the dutch in me. I also think dissecting the hygge the way the hygge people do kind of ruins the hygge ironically 🤷‍♀️

I know it from a subscription box.😂 The commercialization of being relaxed/comfy is ironic. Your comfy/hygge pants are usually ones you've owned for years. They've been well worn and washed. You're mug that gives you sentiment and comfort is an old one, maybe your mom's.

I didn't know the term, I got this video randomly and, oh, my keyboard keycaps are called like this. So now I know why they're called like that 😂

I just glanced at the tittle and thought it was about hygiene not hygge, and to be honest that subject sound very interesting, but the video is also great

This all makes perfect sense to me. Your comments about the downsides of the cultural insistence on hygge and keeping things light was very interesting. By the way, it just occurred to me that the English word hug comes from the same root as hygge;-)) I think with the rising price of gas this coming winter all of us in cold climates will be wearing a lot more fuzzy socks, flannel pjs and pullovers and blankets at home and hugging our mugs of hot beverages! And our hot-water bottles. And our dogs and cats. And all things hyggelig.

Thank you for talking about the over-romanticisation of the Scandinavian countries. I lived in Sweden for two years and I found it to be quite an alienating experience. I live in the north of the Netherlands now, and I find it a bit hard to hear how people around here really idealise Sweden and Denmark particularly, while I know how politically and socially, it was far from a utopian experience for me (a white European - can't even begin to imagine what it would be like for any marginalised group, but I have seen the clues and pieced up the pieces). PS: also, the Dutch are just the same when it comes to not upsetting the status quo, not talking politics or complex subjects ever, and just "being normal" please.

Off topic: you look like a child that Lena Headey and Emilia Clarke could have together 😊

I’m still not fully awake yet. I swear I read “the commercialization of “hygiene” lol.

Boy! I love hygge!❤

I had NEVER heard of hygge before - in fact when I read it at first I pronounced it more like “hygiene”. Crazy that people are trying to commercialize what basically boils down to “casual and cozy”

This is how i feel with Ikigai as a Japanese.

I kind of figured it was a popular thing and i could care less. But the Hygge Racism sounds very much like Toxic positivity, and it also explains so so much. My Great grandma was from Denmark and she was a super sweet lady, but there were subjects you just did not speak about, because it would bring down the mood.

Off topic and I hope not offending: I love your wrinkles on the thunbnail, suits you so good, you look very beautiful the way you are!

Earlyyyyy!

As a Portuguese expat in Germany, I have often been asked to explain "saudade" and was met with raised eyebrows ... Why? Because I told them, that, in my opinion, what makes the word "untranslatable" are the nuances attributed to it. Not only do European Portuguese people attribute a slightly different meaning to saudade than Brazilian folks or Portuguese speaking communities in Africa do, but there are tiny tiny variations regionally, too. Also, it is said that expats tend to emphasise some aspects compared with local people.... I'd rather say, there are concepts that could take a lifetime to explain, as they are so "big", which os whx they are deemed "untranslatable". Saudade and hygge are some of them. Disclaimer: a. This is a personal opinion based on personal experience b. No, I am not nostalgic or sad all the time. 😅

Is Hygge Danish cottage core/ nostalgia?

My initial reaction was that hygge-racism sounds a lot like microaggressions...which I think is a much more illustrative term because it acknowledges that even if something isn't physically harmful or even if it's supposed to be "positive", like "model minority" stereotypes like Asians are good at math or Indians are good at computers, it does end up grating and stressing people out.

Love the language lesson!...esp as I am hygge-ing with this video in bed with my morning coffee and oatmeal 🍵☕🍵☕

A bit like the Norwegian kose. Its an attitude,you cant buy it.

Can you make a video about the greenwashing in celebrity brands? Example Kim Kardashian beauty brand, there are probably some more.

Where are all my Dutchies say that gezelligheid is the same thing as hygge? The main difference is that foreigners are even less likely to pronounce it correctly.

I’m introvert. I Hygge on my own. 😁

Hyggekarl/hyggefætter = a person who makes outrageous jokes and people ignore this

Hygge-racism as “harmless racism” that’s “not actually harmless” is a call out I think many cultures can benefit from. Oof.

thanks for debunking the romanticization and commercalisation of hygge! North Americans just love to romanticize Europe so much... perhaps a bit too much at times

Reading a book to learn the rules of hygge seems the opposite of hygge? Maybe misses the point.

Me while watching this video: ITS JUST A WORD!!!

I find the things you say on 'hygge racism' and not speaking up because of ruining the hygge most interesting! I see similarities with sexist jokes or talking low/disrespectful of women 'just having fun', and not seeing connection with heavier women's abuse in society. When commenting such behaviour you can expect to be accused of disturbing the fun, having no sense of humour or taking things way too serious. 😒

Mads Mikkelsen being mention here bc why not :)