Happiness got its unofficial brand name. It’s called Hygge. This unofficial branding comes from the officially happiest* people in the world: the Danes.
According to “The Little Book of Hygge: The Danish Way to Live Well” written by Meik Wiking, the CEO of The Happiness Research Institute in Copenhagen, Hygge is the Danish secret behind a happy life.
The book doesn’t provide life-coaching fluff for instant happiness. Wiking doesn’t presume that you’re an accomplished individual seeking that meaningful ‘something’ in your life. Quite the opposite, Hygge is simply about spending valuable time with your family and friends.
Hygge teaches that happiness is not just about you: Let go of your ego for a bit and embrace empathy. Hygge is natural: That’s why plastic is not Hygge. But memories are. Share your memories and cherish precious moments with your closest ones, advocates happiness ‘brand evangelist’ Meik Wiking.
Hygge is so irresistibly Scandinavian that we can soon expect it to flood our everyday lives. Be prepared to search for Hygge food, Hygge clothes, Hygge conversations topics, and so on. Don’t take it as just another fashionable trend. Trends are ephemeral. If something is ephemeral, then it’s definitely not Hygge.
* Update: second happiest. In the latest version of the World Happiness Report from March 2017, Norway has upstaged Denmark: http://worldhappiness.report/