Every time things go wrong in the Netherlands, the Dutch media shout about how good the Danes have it. And they’re not alone. From Dubai to the UK, the world is turning its gaze towards Denmark. But what’s the country’s appeal? And how have Danish people made it such a unique market?

You can’t move for being told how to be happy. It’s a choice, claims Coca-Cola in its Choose Happiness campaign. It’s the truth, croons Pharrell in Happy. We can redesign our lives to achieve it, says Paul Dolan in Happiness by Design. But what does ‘being happy’ mean, and how do we achieve it?

The global cost of mental healthcare is set to exceed $6 trillion by 2030, and as dementia, depression and anxiety afflict a greater number of people, it’s unlikely that existing treatment options will be able to meet demand. Can tech, drugs or video games provide a viable alternative?

Denmark is commodifying and exporting 'hygge', an untranslatable concept that’s roughly understood as a sense of coziness and contentment. With anxiety and mental health issues on the rise worldwide, the market for hygge is stretching far beyond Danish borders.