Danish "hygge" (coziness) is sooo pre-pandemic!  A new cozy marketing trend making is its way to the U.S.  from Sweden and it's called, "Fredagsmys"-- The Friday Cuddle . . .   and it involves lots of potato chips.

I spent a Fredagsmys with my "plastic sons", Oskar, Adriaan, and Julius -- who grew up and live in Sweden -- and made them explain to me what it is all about . . . 

Thank you to ethnologist, Charlotte Hagström at Lund University, for providing me her research into Fredagsmys!

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