America’s Most ‘Hygge’ Cities

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Updated on Tuesday, February 27, 2018

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In Denmark, the term “hygge” refers to a quality of coziness or sense of comfort. Around the rest of the world, hygge has become a lifestyle trend in the way people approach relaxation and everyday indulgences.

Hygge, pronounced “hoo-guh,” can be a focus on the atmosphere you create at home with candles or a plush throw blanket, the yoga pants you lounge around in when you’re decompressing after a long workweek or even the most comforting dishes or homemade sweet treats you indulge in with friends and family. However you translate it, hygge is certainly not staring at your phone all day or binge-watching Netflix alone all afternoon.

That’s why MagnifyMoney decided to take a look at major cities in the U.S. to find out which ones offer the best chance to build a truly “hygge lifestyle.”

We scraped Instagram for 17 different hygge-themed hashtags (like #cozy, #content and #hygge itself) across a total of 1.7 million posts. Then we surveyed Danish residents to find out how closely they think each of the above terms related to their idea of hygge lifestyle on a scale of 1 to 7. The averages of these ratings were used to weigh each term’s influence.

Our analysis revealed the top 15 cities across the U.S. embracing the hygge lifestyle. With results scattered all across the country, this list proves that cozy, comfortable living isn’t dependent on a particular climate or scenery and can be achieved virtually anywhere.

Key Findings

  1. Santa Monica, Calif., (a generally warm state) was the most hygge city in America.
  2. Overall, states that stood as the most hygge were generally found in colder northern regions lead by Vermont, Washington, D.C. and Montana.
  3. Based on more than 28,000 hashtags, hygge was more commonly linked to home decor and interior design than anything else.
  4. Cities like Miami, Orlando and Atlanta ranked among the most prevalent for feelings and words associated with hygge, indicating traveling to warm climates could be a popular way to channel hygge in colder months.

Leading the way with the highest value of weighted tags we searched for was Santa Monica, Calif. This oceanside city proves you don’t need freezing temperatures to channel the hygge mood and ranked at the top of our list for hashtags like #comfortable, #content and #cozy. With several hygge-friendly beach boutique hotels and plenty of choices for dining out or eating in, you can savor the hygge atmosphere whether you live in Santa Monica or are just passing through.

Head north for a truly hygge lifestyle

While sunny beach paradises across the country — like Santa Monica and Miami Beach, Fla., (related hashtags included #happy, #love and #relaxed) — made the cut for our most hygge cities in America, many of the coziest environments were actually found in states known for more frigid climates.

Perhaps because comfy sweaters, crackling fireplaces and low-lit candles can be such an easy way to evoke the Danish concept, hygge can be a powerful tool in warding off the winter blues in cities like Missoula, Mont. and Minneapolis.

The state of Montana ranked second overall in Google search queries related to “hygge” and Missoula ranked fourth overall. With more than a few picture-perfect ways to spend the winter, from scenic nature trails to adventurous ski slopes, you can stay peaceful and relaxed while still embracing the cold weather in the Treasure State.

In Washington, with a similar fondness for both indoor and outdoor activities in the cooler winter months, we found Seattle ranked among the top 10 cities for #hygge, #autumn and #sweaterweather. According to the Danish, food (and especially eating with friends) is an integral part of hygge culture, and Seattle has locals and visitors alike covered on that front, whether you’re looking for a warm drink or a comforting bite.

A nationwide trend

Every state has a little bit of hygge in it, even if the cities there didn’t necessarily rank among our most definitive places to soak in the relaxed energy and contentment associated with the concept.

At least one city in every state earned the highest marks for the number of hashtags used in that area, including #hygge, #snug, #comfortable and #content (among others). While some of these cities (including Austin, Texas, New Orleans and Seattle) may be well-known locales, others may be embracing hygge under the radar. Coeur d’Alene, Idaho, is known for its scenic lakefront mountain views and comfortable balance between warm summer months and colder winter temperatures.

In Flagstaff, Ariz., there is a similarly elevated climate and mountainous landscape abound. With the second highest altitude among metropolitan areas, the typical desert heat is lost on people enjoying the hygge vibe in this small mountain city.

Ranking each state

While some warmer cities may have stood out among our most popular destinations for that comforting, intimate energy, the states specializing in hygge were largely clustered in regions that typically endure a more frigid winter season.

The cold winter months may look inviting on a postcard or a TV holiday special, but finding that glowing sentiment can take a bit of work when the temperatures start to fall. The physical sensation of putting on a comfy sweater or cuddling up with someone under a warm blanket does more than keep the harsh cool air away; it can help create a more balanced mental state and sense of well-being. The Danish know a thing or two about the cold, and even just sitting by the open fire with a warm drink or enjoying home-baked goods with pleasant company can do the trick.

As we learned, the states that have the best hygge energy may also have the most practice with these winter weather techniques. Vermont, Washington, D.C., Montana, New York and Maine ranked as the top five regions for their hygge status on social media.

Conclusion

Denmark isn’t just known for bracing the bitter cold in the winter months — it has also been called one of the happiest countries on the planet. Hygge may not be the answer to all of life’s problems, but if Denmark is any indication, it probably couldn’t hurt. Americans in both cool and warm climates are finding ways to bring that picture-perfect, cozy vibe out of magazines and into real life. While search trends for hygge were higher in northern regions, we found no limit to the types of cities and states that might be trying to take a slightly more comfortable and mild approach.

Methodology

We scraped Instagram for 17 different hashtags. We surveyed Danish residents on how closely each of the above terms relates to hygge on a scale of 1 to 7. The averages of these ratings were used to weight each term’s influence. Terms directly related (like “hygge”) were excluded and automatically given a 7. The weights, number of posts and dates collected for each are outlined below.

Data was cleaned and geocoded using shape files of the U.S. We pulled the populations of incorporated areas, with populations over 50,000 from the U.S. Census to calculate per capita numbers for each term and city. Each per capita ranking per term was then again normalized to a scale of 0 to 1.

The weights were applied to the normalized per capita for the related term and added together to get an overall ranking of hygge-related posts on Instagram.

We pulled the search interest for hygge from Google Trends over a 12-month span on Nov. 30, 2017. We then normalized the search trends on a scale of 0 to 1. The normalized trends were added to the Instagram posts score to get a meta ranking to represent hygge across the U.S. We used the search trends across the entire state for each city as city trends were limited to only 13 of the most populated areas. For more information on the methodology behind Google Trends, see here.

Cities in Vermont are notably missing from these rankings because the most populated city, Burlington, only has a population of just over 42,000, which excludes it from the census population set.

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