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Branding the Nordics: Hygge and Beyond

24.4.2018 19:00–20:30

Kaisaniemenkatu 9, Helsinki, Finland

Languages: English

Nordic Culture Point has invited four authors to discuss the Nordic lifestyle and why it generates such a big interest internationally. Meik Wiking (The little book of Hygge), Linnea Dunne (Lagom: The Swedish Art of Balanced Living), Joanna Nylund (Sisu: The Finnish Art of Courage) and Miska Rantanen (Kalsarikänni: The Finnish Path to Relaxation) will participate in the discussion. Petra Theman from the Ministry of Foreign Affairs in Finland will introduce the discussion with some information about the Finnish and Nordic branding strategies.

There is a growing fascination with the Nordic countries right now all around the world. They are doing well in international comparisons on economy, education and happiness. Other countries wish to gain insight in the knowledge and values that have made the Nordic countries so successful.

It’s no longer only the welfare state and the Nordic society model that capture people’s interest, but also how the average Nordic citizens live their lives. The big interest in these questions have created a real boom of Nordic lifestyle literature selling hundreds of thousands of copies all across the globe. The best known of these books is “The Little Book of Hygge” by Danish Meik Wiking. In the wake of this book many writers from the other Nordic countries have joined the trend and now there are books about the Swedish concept of Lagom and the Finnish concepts of Sisu and Kalsarikänni aswell.

Join us to learn more about how to live the Nordic way and to explore why so many people want to be a part of the Nordic lifestyle!

In cooperation with the Royal Danish Embassy in Helsinki.

Read more about the Nordic branding strategy here

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