The buzzword hygge, that resembles the Danish lifestyle, was shortlisted as word of the year in 2016 and also gained momentum in China in 2017. The online media platform NI HAO CPH informs the Chinese consumers about hygge and anything related. The cross-border e-commerce WeChat shop NI HAO HYGGE brings Nordic products to the Chinese market.
Launched by NI HAO CPH, an online media that targets the Chinese consumers, NI HAO HYGGE offers a wide variety of Scandinavian products in the higher segment and it is rapidly expanding with more brands within kids, health and beauty categories.
The case study, starting with a background story of NI HAO CPH and the making of the WeChat shop, presents the key success factor when building their community, as well as the opportunities and challenges in accessing the market. Finally, the CEO of NI HAO HYGGE gives recommendations on how to succeed in the vast Chinese market.