I hate to come across as a smug know it all (despite having an unfortunate tendency to do so) but when I said the good old British pub was the original place of hygge I wasn't far wrong.

Oh, OK then, I was completely right.

The Danish concept of hygge – loosely translated as a sense of cosiness or "finding pleasure in simple things" – has swept the UK this year with companies such as John Lewis and Argos using it to peddle fairy lights, candles and cushions to the nation all winter.

Finally a pub company has seen fit to harness its popularity to promote pubs.

London pub group Young's has jumped on the twinkly bandwagon this January with a new campaign called House of Happiness.

Kicking off on January 16, the day also known as Blue Monday, aka the most depressing day of the year, Young's has turned its Finch's pub in the City's Moorgate area into a "wellbeing pop-up."




Visitors will be able to lift their spirits in an, "immersive celebration of British hygge" the company says. On arrival they'll be presented with a cosiness kit, including an eye mask and slippers, and can partake in complimentary massages, chatter corners, whisky tastings, wellbeing talks and "happiness bursts," hosted by Laughology.

Of course if you don't have the time or resources to organise something quite so elaborate you can still tap into the seductive lure of hygge.

Just promote your cosy armchairs, roaring fires, board game selection, indulgent drinks and comfort food.

Why not create a special hygge menu; an "experience" (reserved table by the fire, a set menu of comfort food plus drinks, access to board games or some low key live music), or just overuse the term on social media and in your marketing?

As Young's marketing and events manager, Emma Dickinson, says: "The Danish concept of hygge feels like a new philosophy that the nation is adopting, but in reality Young's Pubs have been offering the same intangible sentiment since its foundations.

"With Blue Monday heralded as the gloomiest day of the year we feel it is a great opportunity to offer some respite and remind the nation that our pubs are the perfect environment to get to get together with loved ones by a roaring fire to enjoy comforting food and your favourite drink."

I couldn't have put it better myself. Oh yeah - I did (well, I tried).

*smug face*