On the eve of Bulgaria’s accession to the European Union in 2007, the Russian Ambassador to Brussels, Vladimir Chizhov, declared that “Bulgaria would be Russia’s Trojan horse in the EU.” Though he added that he meant this “in a good sense,” his words ended up being disturbingly prophetic. Over the last ten years, all the countries of Central and Eastern Europe have felt the chill wind from the East.

The latest fashionable export from Denmark, following on from interior design and high-quality television drama, hygge is the Scandinavian country’s latest gift to the world. But this particular export is a concept. Roughly described as a feeling of cosy contentment, tips on how to achieve a sense of hygge fill lifestyle and fashion magazines. As is often the case with lifestyle concepts, an older cultural practice has been commodified.