hyggjast

Hyggjast is a neologism that has appeared in Nordic language communities in the 2010s and 2020s. It designates a person who embodies, promotes, or practices hyggelig living—the Danish concept of coziness and contentment—through daily routines, spaces, and social life. In usage, hyggjast can refer to both the individual (a hyggjast) and the act of cultivating coziness (to hyggjast).

The term blends hygge with a recent agentive suffix -jast, modeled on other coinages that form nouns for "a person who advocates or practices something" in contemporary Nordic slang. It is not standard in dictionaries and remains primarily informal.

Common contexts include hosting warm gatherings, curating cozy interiors, prioritizing simple pleasures, mindful lighting, and shared meals. It is popular in lifestyle blogs, social media posts, and podcasts that discuss hygge and Nordic living.

While most common in Danish and Norwegian discourse, it has appeared in Swedish outlets and online communities; it's largely encountered among younger speakers and those engaged with lifestyle trends and hygge culture.

Scholars note that hyggjast mirrors the popularization of hygge; some view it as a genuine extension of a long-standing cultural concept, others see it as a fashionable term with limited formal usage. As with hygge, the meaning is context-dependent and often conveys warmth, community, and hospitality.

Related terms include hygge, hyggelig, coziness, and Nordic lifestyle.