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Digital Subscriptions > delicious. Magazine > February 2019 > @130-1@Stop hijacking hygge!

@130-1@Stop hijacking hygge!

The idea of hygge is one that appeals to the better part of human nature, says ScandiKitchen owner Brontë Aurell. It’s about appreciating the charm of the everyday, enjoying the free things in life and sharing good times with others. So how did it get co-opted by the marketing people into another opportunity to sell stuff?

A few years ago, someone discovered a hard-to-pronounce but intriguing word from Scandinavia – and the world became obsessed with hygge. Since then, we Scandinavians in the UK have been listening to Brits trying to explain back to us what hygge is and how we’re supposed to do it. The idea has been commercialised to the point where you can buy blankets, underpants and fluffy socks, all labelled hygge. Well, it’s time to get a few things straight. It’s time to reclaim hygge. Let’s start with how you say the word.

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About delicious. Magazine

Happiness is… the keep-you-warm February issue of delicious. magazine: try Dan Doherty’s home cooking (spicy beef stew with cheddar scone topping, mmm), childhood favourites reinvented by Georgina Hayden and a Chinese New Year feast from Ching-He Huang. Share the love with our Valentine’s Day ideas and spice up your life with Judy Joo’s KFC (Korean Fried Chicken, that is) and Chetna Makan’s healthy Indian suppers. Our expert cooks’ tips will have you cooking like a pro, ready to tackle an Italian-style pork roast, foolproof cheese soufflé or Richard Bertinet’s flaky kouign amann. It’s easy when we show you how.