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Thursday, December 14, 2017
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14 Dec 2017, 5:02am Còsagach: is the Scottish hygge more about wet moss than warm blankets?
The Guardian
VisitScotland’s rebranding of the word baffles Gaelic speakers, who say it refers to a damp hole inhabited by small creatures Hygge, the Danish concept of cosy and convivial atmospheres that promote wellbeing, has generated a seismic marketing boom over the past few years. And Scandinavia as a whole has reaped the economic benefits, as travellers seek out the soothing charms of hot chocolate cradled by candlelight before a snowy vista. So why wouldn’t another northern nation familiar with the privations of long, dark winter months want to cash in, too?
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