In the midst of a global pandemic, many have turned to the Danish and Norwegian concept of hygge (pronounced “h(y)o͞oɡə”) as an antidote to the unease of quarantine and perceived helplessness to stop the sickness and death from continuing to spread. If we cannot control the outside, at least make small gestures towards solace at home, the thinking goes.

This, it turns out, is a wonderful idea, particularly if pursuing hygge gives one the strength needed to continue working and persisting against many challenges. The word hygge does not have a single etymology, but may come from a range of Old Norse, Old English, and Germanic words, which range in meaning from an action “to think, consider,” “to embrace,” and “to comfort,” to deeper roots of mood, soul, mind, and consciousness.

In current usage, Danes and Norwegians have two meanings of hygge that they view as compatible and reinforcing. The first, and more important, is the sense of “everyday togetherness,” or conviviality that leads to a sense of security, wholeness, and social integration. The second meaning is closer to the American usage of hygge as coziness, an aspect of the material setting that feels safe physically and emotionally.

Coffee is queen in both Denmark and Norway. The cafes in Copenhagen are calming, hygge-friendly spaces for relaxing in the company of strangers or sharing coffee with friends and family. The art of brewing coffee is celebrated in Danish culture, so that the café experience is highly ritualized. Danes are fond of mulled wine with cardamom pods and star anise to scent their hot alcoholic ritual. Tea does not have the same place in the culture of the land of hygge as it does in much of the world. That does not mean that tea can’t be used in place of coffee as a ritual hot beverage to evoke the same sense of conviviality intended by the culture of hygge.

Certainly, blankets and soft, warm lighting, preferably candle light, support a sense of hygge. A cup of tea by oneself would enhance this, especially if the scent of tea is tied to happy, childhood memories of warm and safe gatherings. The act of nostalgic reminiscence has positive effects of self-continuity, I persist across time, and perceived social connectedness that are in line with the concept of hygge. Sharing a cup of tea with a family member or friend (even if this is done by videoconference) reconnects this sense of solidarity to the scent experience. Ritualizing this experience with a somewhat formalized tea ceremony will strengthen the memory connection between the scent of tea and the social experience.

At this stage in the global hygge brand expansion, the primary challenge is to restrain the focus on consumer goods as the defining feature. It is not the blanket, or the scents, that generate hygge.