So Over Hygge? This New ‘Cozy’ Lifestyle Trend Is Even More Ridiculous
So Over Hygge? This New ‘Cozy’ Lifestyle Trend Is Even More Ridiculous
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While the Danish concept of “hygge,” with its emphasis on cozy comforts, inspired many of us in 2017 to curl up at home with some fuzzy blankets, a mug of tea, and some strategically placed candles, a new international lifestyle trend from Scotland is attempting to take its place (or at least ride its more famous cousin’s coattails). “Còsagach” is described as being all about “feeling snug, sheltered, and warm.”
We know what you’re thinking: How many “cozy” lifestyles are we supposed to care about?!
The chatter about còsagach (pronounced “KO-sa-goh”) started last week when the folks at VisitScotland (the country’s national tourism board) put out a press release boasting about how “còsagach has been identified as a top trend for next year.” Wondering just who made this “identification”? None other than VisitScotland. Hmmm…
And when it comes down to it, còsagach doesn’t sound like a novel idea at all—it’s basically just hygge with tartan throws and whisky rather than tea. Both lifestyle concepts endorse wrapping yourself in warm blankets, sitting by a fire, sipping a warm beverage, and basking in the beauty of your surroundings.
“Fluffy rugs, fire pits, outdoor hot tubs, and wood-burning stoves all ooze còsagach,” the tourism board’s press release says. Other tenets include catching up with friends and eating by an open fire or cozying up indoors after exploring the great outdoors.
But while describing how to achieve còsagach, VisitScotland’s press release goes on to say that rather than bask in this trend at home, you should book a plane ticket to where it all started. Scotland, of course!
“Nowhere does cosy like Scotland in winter,” VisitScotland’s press release boasts. “With its tranquil landscapes, stunning natural beauty, vast open spaces, and famously welcoming people, Scotland is the perfect place to recharge the batteries and enjoy some ‘me-time’. Essentially, everybody is going to be obsessed with còsagach in 2018, so why not get your còsagach on in Scotland?”
Ah, quite a clever marketing ploy. But there’s just one flaw: Còsagach may not mean what the folks at VisitScotland think it does.
According to a BBC Scotland interview with Mark Wringe, a language professor at the Scottish college Sabhal Mòr Ostaig, the ancient Gaelic word does not refer to a warm, cozy shelter. He says a more apt description is “a wee hidey hole or nook that a creepy-crawly might live in.” Not quite as appealing, huh?
But Chris Greenwood, senior tourism insight manager at VisitScotland, defended the organization’s use of còsagach to BBC Scotland, saying that this term has evolved to mean “snug, sheltered, or cozy.”
No, says Wringe (incidentally, “no” still means no in ancient Gaelic), insisting that the tourism board used an obscure, archaic meaning of còsagach without actually getting any input from Gaelic speakers.
“It’s not hard to find reliable Gaelic speakers in Scotland,” he said. “Don’t pretend to know something. It’s not your toy to play with.”
In other words, the roots of còsagach might not run as deep or as rich as hygge. In fact, this trend might not truly exist at all, except as a promotional tool for the Scottish tourism industry. Nonetheless, at this time of year, who’s to say you won’t enjoy a checkered blanket with a Dewars on the rocks?
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