Denmark regularly tops lists of the happiest countries in the world. IKEA believes some of that Danish happiness comes from the home, and they’re sending one person to Copenhagen for two weeks in September to test that theory out.
One person will be set up with a typical local salary (and pay typical taxes on said salary), go on tours, hang with locals, and attend dinners — all on IKEA Denmark’s dime. In return, an IKEA camera crew will follow the person around to capture footage that’ll eventually be turned into a mini-documentary on Danish happiness. The winner will get the true hygge experience, something that greatly contributed to nine out of 10 Danes listing peace and happiness when they think about their homes in an IKEA-backed “Life at Home” study.