As consumers’ lives become more hectic, they are looking for relaxation and emotional support. Hygge is the latest lifestyle phenomenon to recognize people’s need for comfort. Pronounced “hoo-gah,” the Danish concept roughly translates to a feeling of comfort and coziness. Ubiquitous in Denmark, the concept has taken the UK by storm in recent months. It wraps in not just good feelings and spending time with family, but also accoutrements from candles to blankets to mugs of hot chocolate.
HyggeBox is one company that has commodified this phenomenon, using the tagline “Danish coziness delivered.” The company has created monthly subscription boxes filled with goodies, such as tea lights and woolen socks, which vary depending on the season. Like others promoting the concept of hygge, the company links its pro-wellbeing products to Denmark’s reputation as the happiest country in the world.