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Hygge: The Rise of Hunters and Hustlers

Google search trends show that everyone is busy in the hunt for hygge but there are a few who found not only hygge but also a business niche.

Image Source: Hygge Room via Shutterstock

Hygge has been on the rise since 2016. A lifestyle popular to the Danish, it introduced the world to a way of finding healthier and happier versions of us. Besides understanding what hygge is, let us understand the two wings of hygge in 2021 – the Hunters and the Hustlers. 

The Hunters are people like you and me trying to find sanity and comfort in little things and people, while Hustlers are the other kind. They create and curate things for us in ways so unique that now there are some businesses and professions we never knew could exist. But what exactly is hygge, and why is it so trendy in the market? 

Understanding the Idea of Hygge

Hygge (pronounced as Hyoo-gah) is a Danish word describing a quality or feeling that brings comfort and cosiness. Although several books and articles on hygge associate the word with ‘cosy,’ it is not an exact translation. The best way to define hygge would be to consider cosiness, comfort, intimacy, fun, relaxation, and friendliness all in one. A walk in the park, or eating candy from your childhood days, or sitting with your friends late at night laughing at jokes, or reading a book bundled up in your blanket could be considered hyggelig (enjoyable). Hygge is highly subjective and already present in our lives. It’s just that the Danes have a specific word to identify these feelings and quality of a moment and thus can give special attention to feel, create and embrace such moments. 

Image Source: Hygge by Marekuliasz via Shutterstock
Ways to Find Hygge  

If you have already googled ‘Hygge’ or plan to do so, let me tell you what awaits you. It will be a picture of someone sitting in warm fuzzy socks drinking a hot beverage while it seems to rain or snow outside. 

Even though cosy clothing and hot beverages are highly overused to describe hygge, it still is a staple to find hygge in your life. 

There are plenty of other methods to find hygge. You could take a break from social media, or invite over your friends for some good food and drinks, read books, or listen to podcasts that help unwind, or even revamp your whole house to give a rather cosy and embracing vibe. 

Image Source: Hygge by Syda Productions via Shutterstock
How Businesses Are Catering to Help Find Hygge

When I say you could revamp your entire house in a hunt to find Hygge, I mean it. There are professional House Decorators and Stylists who are paid to make people’s homes more hygge-friendly. They bring articles of furniture or house accessories that give a cosier, bohemian, or minimalistic vibe depending on what the client likes. Pretty cool job, isn’t it? To have the authority to go to someone’s house and be like, “Aight, let’s give your house a makeover that makes everyone a little jealous!”  

Hygge in the Business World 

There’s always something trending in the job market, even while the economy hits a new low every day. And that is the rise in brands and businesses related to hygge. Several hygge home designers and stylists in the market are so successful that they have started their own furniture brands and accessories. I can come up with a list of creative professions I’ve come across while researching for this article. However, I will stick to mentioning a few that are on the rise – Hygge Business Coaches, Hygge Home Stylists, Hygge Event Planners, and Hygge Accessories Designers. 

The internet and especially Instagram shops have become a lucrative stop to sell products in the name of Hygge. One hashtag search and you will find several people selling monthly candle subscriptions or monthly Hygge Box subscriptions and cute, artsy journals and stationary specifically dedicated to promoting hygge lifestyle and making people like you and me – the hunters – find our cosy. 

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Image Source: Hygge Box by Netrun78 via Shutterstock

Since hygge differs from person to person, the opportunities to capitalize are highly varied for young entrepreneurs. One would call it a recipe for success. 

Reena Simon is a lifestyle influencer based in Cardiff on Instagram with a large following. Her magical skills of converting an old 60s Victorian structure into nothing less than ‘house goals’ are featured in many articles worldwide. On her website, she takes people on a journey to make her house more Hyggelig and offers interior design products that people buy from her. 

Japleen Kaur has another successful hygge business model with 20.9k followers on Instagram. She builds warm and friendly connections with her followers and even sells handcrafted Hygge Boxes and handwritten letters, which is a pretty cool thing among the Millennials and the Gen-Z. 

A Promising Rise of Hygge

While Google search trends show that Hygge Hunters are increasing day by day, so are  Hygge Hustlers.

It is no surprise that in these tumultuous times, people have no choice but to hunt for some cosy moments in our catastrophic realities and feeling of home when life is getting nothing but harsh. 

No wonder some of us have become Hunters while others have become Hustlers in this business of Hygge. And no matter which side of hygge we stand on – all of us are on a promising journey to the top. 

That is quite hyggeligt to know, isn’t it? 

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Written By

Automatically vibe with anyone who dreams of becoming the Next Big Thing. I'm either binge-watching random pasta videos or busy turning situations to stories and people to poetry.



  1. 2473697

    May 16, 2021 at 6:39 am

    This is such an interesting concept. Now I want to huggelig my life.

    • Amreen Khan

      May 16, 2021 at 9:41 am

      I appreciate your insights.such an interesting concept 👍🏻👍🏻❤️

  2. Saumya Singh

    May 16, 2021 at 7:35 am

    I am Hyggeing next 👀

  3. Anushka

    May 16, 2021 at 8:13 am

    This was something totally new to me

  4. Kishan chandore

    May 16, 2021 at 9:20 am

    This is something different…Wowww

  5. Sumyya Khan

    May 16, 2021 at 9:34 am

    Wow why didn’t I know about this earlier!

  6. Manali Momaya

    May 16, 2021 at 11:35 am

    Wow this is interesting! Now I sure want this Hygge Lifestyle.

  7. Amal Kasmani

    May 16, 2021 at 12:21 pm

    This is quite a refreshing take! Keep it coming!

  8. Sajida maryam

    May 16, 2021 at 2:13 pm

    Amazing article !!

  9. Umaira

    May 17, 2021 at 9:30 am

    Interesting…was very helpful.

  10. Jaishree Tambi

    May 17, 2021 at 10:55 am

    Being a lover of aesthetics , I enjoyed reading this!!!

  11. Saadia Altaf

    May 17, 2021 at 1:53 pm

    Heard this for the first time though living it for a long time 😆

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