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  • What’s the hygge hype all about?
  • What’s the hygge hype all about?
    Freestocks.org (2016) ©
CASE STUDY

HyggeBox: packaged cosiness for stressed out Brits

Denmark is commodifying and exporting 'hygge', an untranslatable concept that’s roughly understood as a sense of cosiness and contentment. With mental health issues on the rise worldwide, monthly subscription box HyggeBox is aiming to bring this sense of calm to stressed out Brits.

Location United Kingdom / Denmark

Scope
Denmark is commodifying and exporting 'hygge', an untranslatable concept that’s roughly understood as a sense of cosiness and contentment. With anxiety and mental health issues on the rise worldwide, the market for this way of living is stretching far beyond Danish borders, and the term was even named one of Collins Dictionary’s 2016 words of the year. [1] Can monthly subscription box HyggeBox bring this distinctly Danish sense calm to stressed out Brits?

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