{"id":19429,"date":"2023-06-14T09:32:25","date_gmt":"2023-06-14T00:32:25","guid":{"rendered":"http:\/\/dev.stories.amorepacific.com\/en\/?p=19429"},"modified":"2024-08-13T10:29:38","modified_gmt":"2024-08-13T01:29:38","slug":"sweden-the-land-of-fika-and-lagom","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/sweden-the-land-of-fika-and-lagom\/","title":{"rendered":"Sweden, the Land of Fika and Lagom"},"content":{"rendered":"<div class=\"wp-post-series-box series-410 wp-post-series-box--expandable\">\n\t\t\t<input id=\"collapsible-series-41069eb45d60defe\" class=\"wp-post-series-box__toggle_checkbox\" type=\"checkbox\">\n\t\n\t<label\n\t\tclass=\"wp-post-series-box__label\"\n\t\t\t\t\tfor=\"collapsible-series-41069eb45d60defe\"\n\t\t\ttabindex=\"0\"\n\t\t\t\t>\n\t\t<p class=\"wp-post-series-box__name wp-post-series-name\">\n\t\t\tThis is post 2 of 3 in the series <em>&ldquo;Staff Column(Martin Rho)&rdquo;<\/em>\t\t<\/p>\n\t\t\t<\/label>\n\n\t\t\t<div class=\"wp-post-series-box__posts\">\n\t\t\t<ol>\n\t\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/dev.stories.amorepacific.com\/en\/finntastic-finland\/\">\u201cFinntastic\u201d Finland<\/a><\/li>\n\t\t\t\t\t\t\t\t\t<li><span class=\"wp-post-series-box__current\">Sweden, the Land of Fika and Lagom<\/span><\/li>\n\t\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/dev.stories.amorepacific.com\/en\/denmark-the-land-of-hygge\/\">Denmark, the Land of Hygge<\/a><\/li>\n\t\t\t\t\t\t\t<\/ol>\n\t\t<\/div>\n\t<\/div>\n<div class=\"contViewArea\">\n<div class=\"txtBox side en\" id=\"cnt_view_desc\">\n<p class=\"txt\" id=\"cntsDescVal\">\n<style type=\"text\/css\">  \/* common : S *\/  .responsive_column_wrap { margin: 0; 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}  .responsive_column_wrap .mem_column_tit .tit_text { margin: 70px 0 35px 0; color: #7c7c7c; font-size: 30px; text-align: center; line-height: 1.25; letter-spacing: -0.03em; }  .responsive_column_wrap .mem_column_tit .tit_text .big { color: #30abde; font-size: 36px; letter-spacing: -0.03em; }  .responsive_column_wrap .mem_column_tit .columnist { text-align: center; }  .responsive_column_wrap .mem_column_tit .columnist .img { position: relative; }  .responsive_column_wrap .mem_column_tit .columnist .img img { width: 72px; margin: 0 auto; }  .responsive_column_wrap .mem_column_tit .columnist .img::after { content: ''; position: absolute; width: 100%; height: 1px; background-color: #e7e7e7; top: 50%; left: 50%; transform: translate(-50%, -50%); z-index: -1; }  .responsive_column_wrap .mem_column_tit .columnist .name { margin-top: 15px; color: #373737; }  .responsive_column_wrap .mem_column_tit .columnist .name .bar { display: inline-block; color: #bdbdbd; margin: 0 10px; }  .responsive_column_wrap .sub_tit { font-size: 26px; font-weight: 600; color: #009cc0; letter-spacing: -0.02em; line-height: 1.08; }  .responsive_column_wrap .sub_tit sup { font-size: 12px; }  .responsive_column_wrap .round_txt P{display: inline-block;color: #30aadd !important;font-size: 26px !important;font-weight: 700 !important;text-align: center;line-height: 1.2!important;} .responsive_column_wrap .round_txt span {display: inline-block;width: 25px;height: 25px;margin: 0 auto;margin-right: 5px;border-radius: 50%;background: #63caf5;text-align: center;font-size: 16px;color: #fff;line-height: 25px;vertical-align: text-bottom;} .responsive_column_wrap .line{width:100%;height:1px;background:#888;} .responsive_column_wrap .link{color:#0029FF;} .responsive_column_wrap .mb5{margin-bottom:5px;} @media (max-width:768px) {  \/* common : S *\/  .responsive_column_wrap { padding-bottom: 50px; }  .responsive_column_wrap .inner30, .responsive_column_wrap .inner50 { margin-left: 0; margin-right: 0; }  .responsive_column_wrap .box_area { margin: 0; padding: 15px; }  \/* common : E *\/  .responsive_column_wrap .mem_column_tit { margin: 0 0 40px 0; }  .responsive_column_wrap .mem_column_tit .tit_text { margin: 35px 0 15px 0; } .responsive_column_wrap .flex_area{display:block;}  }<\/style>\n<div class=\"responsive_column_wrap\">\n<div class=\"mem_column_tit\">\n<p class=\"top_text\"> <span class=\"fw600\">Columnist<\/span> | Introducing the columns written by member of Amorepacific Group <\/p>\n<div class=\"tit_text\">Insights from Northern Europe &#8211; A Global Ward Series <br \/> <em class=\"big fw600\">Part 2. Sweden, the Land of Fika and Lagom<\/em> <\/div>\n<div class=\"columnist\">\n<div class=\"img\"> <img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/2258d2a2-b7a8-41d5-9110-8892fa5819ce.png\" alt=\"profile\"> <\/div>\n<div class=\"name fz18\"> <span class=\"fw600\">Columnist<\/span> <span class=\"bar\">|<\/span>&nbsp;Martin Rho<br \/>Amorepacific Aestura Global TF<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"text_area inner30\"> I was particularly nervous when I received a call from the Swedish Embassy. I would say it was the mixed feeling of both curiosity and excitement similar to what I felt before my first ever visit to an amusement park when I was a child. Sweden is renowned as a paradise in Northern Europe, a romantic country infused with culture and arts. There were just so many things that came to my mind when I heard the name, Sweden. <\/p>\n<p> Then, last November, a valuable opportunity came for me through which I would be able to learn about Sweden with Ward members by having three interns invited from the Swedish Embassy. <\/p><\/div>\n<div class=\"img_area inner30\">\n<div style=\"max-width:730px;\"> <img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/93b5b22e-3d1d-4c97-a833-7f2c53437df7.jpg\"> <\/div>\n<\/p><\/div>\n<div class=\"text_area inner30\"> The Nobel Prize given to great men and women who have devoted themselves to all people, Vikings who used to thrive all over the Scandinavian Peninsula, pop group ABBA, and companies like Volvo and H&amp;M, which we are all familiar with. Of course, I was especially curious about their culture. I was interested in how they are people of individualism, but who also value the community, and how their culture is characterized by a simple yet environmentally friendly lifestyle. <\/div>\n<p> <\/p>\n<div class=\"text_area inner30\">\n<p class=\"sub_tit taC\">Sweden Gate<\/p>\n<\/p><\/div>\n<p> <\/p>\n<div class=\"text_area inner30\"> There was a flood of questions about the Sweden Gate that was sweeping the Internet. <\/div>\n<div class=\"text_area box_area inner30\"> <span class=\"fw600\">< What is Sweden Gate? ><\/span> <br \/> Around May 25th, 2022, it was revealed through Reddit, an American website, that \u201cIn Sweden, there is a culture of withholding food from guests who are visiting your home\u201d. An account from a person who said, \u201cI remember going to my Swedish friend\u2019s house, and while were playing in his room, his mother yelled that dinner was ready, and he told me to wait in his room while they ate,\u201d went viral on the Internet, being translated into many different languages. <\/div>\n<div class=\"text_area inner30\"> Q. Is it true that you exclude guests from family meals if they visit your home unnoticed? <span class=\"fw600\">A. It\u2019s true.<\/span> <br \/> Q. Do you serve food to guests who have notified you about the visit earlier? <span class=\"fw600\">A. Yes.<\/span> <br \/> Q. Do you exclude guests who are staying at your house for one day or longer from family meals? <span class=\"fw600\">A. It\u2019s mostly not true.<\/span> <\/div>\n<div class=\"text_area inner30\"> Although there were some exaggerations in the story, the story of excluding the guest from a family meal at the mealtime was enough to intrigue people. When this began trending online, the Swedish Embassy in Korea introduced Sweden\u2019s simple but heart-warming culture through its official Instagram account.  <\/div>\n<div class=\"text_area inner30 taC\"> <span class=\"italic gray_text\"> \u201cThe thing is that this seems to have all started from a lack of #fika experience with Swedish people. Fika, a time that you enjoy a variety of desserts with friends, is a Swedish culture you must try at least once.\u201d <\/span> <\/div>\n<div class=\"img_area inner30\">\n<div style=\"max-width:730px;\"> <img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/a1d505b5-a556-4746-a16c-80f6c216c9a5.jpg\"> <\/p>\n<p class=\"img_desc\">\u25b2source : https:\/\/www.instagram.com\/p\/CeQPsO8JoBi\/<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"text_area inner30\"> It was a short encounter, but it was a chance to think once again about the concept of diversity through the story of Sweden Gate. We took the time to acknowledge our differences, exchange our ideas, and look at one another\u2019s culture without misinterpreting them. It also came to me that perhaps this may also be something Global Ward should pursue. <\/div>\n<p> <\/p>\n<div class=\"text_area inner30\">\n<p class=\"sub_tit taC\">Wanna go fika?<\/p>\n<\/p><\/div>\n<div class=\"text_area inner30\"> Sweden is a country famous for claiming top spots in the UN\u2019s World Happiness Report every year. What\u2019s behind this high level of happiness among the Swedish? Of course, excellent welfare policies must have contributed to this, but another keyword that illustrates this is \u2018coffee.\u2019 Swedish people are infatuated with coffee, so much that there is even a Swedish word meaning \u2018a coffee break.\u2019 Fika, a time set aside to drink coffee with desserts, is a Swedish culture that is similar to teatime, and Swedish people reportedly take several fikas a day. The Nordic Ward run by Jung Ah-reum from eCommerce Sales Team 1, innisfree, also has the word fika in it. I thought it would be nice to have a small talk with people you like, enjoying the fresh wind coming from the lake at a corner of a park. <\/div>\n<div class=\"img_area inner30\">\n<div style=\"max-width:730px;\"> <img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/32217ff9-8255-446d-abb5-dba4e9e26df9.jpg\"> <\/p>\n<p class=\"img_desc\">\u25b2source : gettyimagesbank<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"text_area inner30\"> It is said that, in Sweden, people often say, \u201cSka vi fika?\u201d to one another. This means, \u201cDo you want to have some tea?\u201d They enjoy fika several times a day whether it is sunny or cloudy. Fika, however, doesn\u2019t just mean \u2018taking a break.\u2019 It also means \u2018to discuss and communicate.\u2019 So, fika is having a conversation with a group of people, instead of alone, while drinking coffee. There is also some history worth noting. <\/div>\n<div class=\"text_area inner30 taC\"> <span class=\"italic gray_text\"> \u201cAt the end of the 19th century, Swedish workers suffered from poor working conditions. What uplifted their mood was getting together during break time to drink coffee. Naturally, this led to discussions on working conditions. So, factory owners did not like it when workers gathered and drank coffee. This prompted workers to start drinking coffee behind the factory owner\u2019s back. At the time, workers had called coffee \u2018kaffi\u2019 instead of \u2018kaffe\u2019 (Swedish for coffee). When they asked one another to go out for coffee in secret, they also called it \u2018fika\u2019 instead of \u2018kaffi\u2019.\u201d  <\/span> <\/div>\n<div class=\"text_area inner30\"> The word \u201cfika\u201d had implied an image of a relaxing break, but it made me feel bad after hearing the dark history behind the word. <\/div>\n<p> <\/p>\n<div class=\"text_area inner30\">\n<p class=\"sub_tit taC\">Just the right amount, not too much, not too little<\/p>\n<\/p><\/div>\n<div class=\"text_area inner30\"> Another interesting Swedish word is lagom, which even the sound of is cute. It means \u2018just the right amount\u2019 or \u2018not too much, not too little.\u2019 This word contains the Swedish people\u2019s value that cherishes a simple, balanced way of living and harmony. The word reportedly originated from the expression, \u201cLaget om (For all members)!\u201d which people shouted when drinking honey liquor together from a cup made of a horn. <\/div>\n<div class=\"text_area inner30 taC\"> <span class=\"italic gray_text\"> \u201cPeople don\u2019t live striving to be successful or to achieve a goal. <br \/> That\u2019s probably because they are happy even if they don\u2019t.\u201d <\/span> <\/div>\n<div class=\"img_area inner30\">\n<div style=\"max-width:730px;\"> <img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/b059e145-a47a-4d4f-8c12-850ed0d881ab.jpg\"> <\/p>\n<p class=\"img_desc\">\u25b2source : gettyimagesbank<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"text_area inner30\"> Lagom may sound similar to \u201chygge\u201d in Denmark and \u201csmall joy in life\u201d in Japan, but it contains the philosophy unique to Nordic people and how they emphasize balance. Fika, taking time out of your work to pause to achieve work-life balance by spending time with coworkers, is also an example of lagom.  <\/p>\n<p> Lagom is a movement that seeks to minimize the living pattern, which is deeply ingrained in the Swedish lifestyle. Swedish people focus on sustainable life and put the idea of environmental protection into action. The country introduced the Pant system (a deposit refund system applied on waste like aluminum cans and PET bottles) to promote plastic recycling and recorded a nearly 90% collection rate of PET bottles in 2019, with the recycling rate reaching 84.1%.  <\/p>\n<p> I came to think that it would be okay to be lazy at least for a day. It\u2019s not hard living a lagom life. I also thought about the Green Cycle campaign for a moment. It involves upcycling glass bottles and plastic waste generated from skincare products into benches, artworks, and decorative objects used in stores. It may be too challenging for us to reform old things and create something new. How about we embrace the lagom lifestyle of using non-plastic recycled bottles and buying just the amount we need? <\/p><\/div>\n<div class=\"line\"><\/div>\n<div class=\"text_area inner30\">\n<p class=\"gray_text\"> <sup>1<\/sup>[Sweden Ward] Wanna go fika?\u2615 December activity log <\/p>\n<\/p><\/div>\n<\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>This is post 2 of 3 in the series &ldquo;Staff Column(Martin Rho)&rdquo; \u201cFinntastic\u201d Finland Sweden, the Land of Fika and Lagom Denmark, the Land of Hygge Columnist | Introducing the columns written by member of Amorepacific Group Insights from Northern Europe &#8211; A Global Ward Series Part 2. 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