Sixty seconds on . . . snusBMJ 2017; 356 doi: https://doi.org/10.1136/bmj.j536 (Published 01 February 2017) Cite this as: BMJ 2017;356:j536
- Nigel Hawkes
First it was hygge, now it’s snus. And then there’s Billy. What’s with all these Scandi trends?
Don’t confuse categories. Hygge is Danish and means a cosy lifestyle. Billy is an IKEA bookcase (from Sweden) that’s colonised the world. Both are better advertisements for Nordic life than those grim crime novels that fetishise serial killers in the snow.
A form of tobacco, sold in pouches and stuck under the upper lip, a peculiarity of Sweden and Norway. Ingvar Kamprad, IKEA’s founder, …