The latest fashionable export from Denmark, following on from interior design and high-quality television drama, hygge is the Scandinavian country’s latest gift to the world. But this particular export is a concept. Roughly described as a feeling of cosy contentment, tips on how to achieve a sense of hygge fill lifestyle and fashion magazines. As is often the case with lifestyle concepts, an older cultural practice has been commodified.
An effective Central European public diplomacy means opening up to new partnerships.