>> According to the World Happiness Report, people living in Denmark are the happiest in the world and it could have something to do with hygge, loosely translated as the art of coziness. A life lesson we're all happily signing up to. I'm Reuters Emily Wither in London. This Christmas many of the stores are trying to sell us that perfect hygge moment in their winter displays.
There have been, at least, nine books released on the subject in recent months and the word hygge was short-listed by the Oxford Dictionary for word of the year. From Denmark considered calling her Scandi Cafe Hygge when she first opened it ten years ago but decided people might struggle to pronounce it.
Now it's fast becoming a household name.>> Hygge is not objects, hygge is a feeling inside. The fact that you have a cozy room can help towards feeling hyggly inside. But the chair in the room or the nice blanket alone will not make you feel like that. Hygge is a feeling that you have when you appreciate the moment that you're in right now.
>> 2016 has been a politically turbulent year. Some believe we're reaching for the idea of hygge to combat our stressful lives. Meik Wiking, CEO of the Happiness Research Institute in Copenhagen, has written a book on it that's being translated into 23 languages.>> I think a lot of countries are coming to that realization that yes, we have increased standard of living, but not necessarily quality of life.
I think a lot of countries and people are looking for new ways of doing things. New ways of living, new sources of inspiration. I think a lot of people are looking towards the Nordic countries in general and Denmark in particular because those countries are doing quite well in the happiness rankings.
>> But some say hygge can feel excluding for outsiders. Denmark was ranked in the bottom ten of the world's most unfriendly countries for expats. Others have labeled it a form of social control. But for many Danes, they're just baffled that something they do without even thinking is being marketed as a lifestyle trend.