I was just in my local supermarket doing a quick bit of food shopping. Although the place was relatively empty at that time of day, I noticed that a few of the aisles were the most popular. Throngs of people gathered in the TexMex aisle, the soft drinks aisle and the aisle displaying crisps.
Of course, I thought! It’s Friday! And in Sweden, that means Fredagsmys!
‘Fredagsmys’ is loosely translated as ‘Friday Cosying’, and it is a relatively modern ritual in Sweden established in the 90’s. Prevalent up and down the country, ‘fredagsmys’ is when friends and families gather together to mark the end of the working week. it’s mostly associated with families and children and traditions differ family to family. However, one common denominator seems to be that food should be easy and quick to make. In other words, Friday night is a huge night for tacos and pizza in Sweden.
Gathering around food for cosy family evenings has a long tradition in Sweden. In the 1800’s and 1900’s something called ‘Söndagsfrid’ (Sunday peace) was popular. Then in the 1970’s ‘kvällsgott’ (Evening Goodies) became a concept.
The concept ‘fredagsmys’ became popularised in a high-profile advertising campaign for crisps. With the perky slogan ”Now it’s the end of the week, it’s time for Friday cosying”, (really, it’s perky in Swedish), they captured the Swedish market and encouraged the consumer to devour potato chips on Friday nights. In 2006, the word ‘fredagsmys’ entered the Swedish dictionary.
So how does your Friday night look?
What kind of cosying are you planning?