Not “Hy-gge”, nor “Hi-gge”.
Pronounced as “Hue-guh”, this is Danish term which denotes the way of living by appreciating life’s simple pleasure, or to pursue quality coziness in individual’s well-being.
Being shortlisted as Oxford Dictionaries Words of the Year in 2016, the lifestyle concept of “hygge” became popularized by the Danes, by taking life easy and slowing down the pace of life.
Somewhat similar to the concept of “Slow living”, or maybe something similar in Singaporean context would be “nua”?
Previously occupied by Shop Wonderland Café (which has moved to Telok Ayer), the two-story store inherited the same floral theme from the former.
There is a cozier touch with more dried flower decorations and wooden furniture which could encourage people to slow down their pace.
Due to the limited space for heavy cooking, Hygge serves only simple mains like Mushroom Aglio Olio ($12), Beef Lagsana ($14), Chicken Ham Sandwich ($10) and Granola & Greek Yogurt ($12) which could serve as a light meal.
I reckoned their cakes would be their best-selling item from the almost sold-out cake display, with flavors which would usually appeal to cake lovers such as Thai Milk tea, Matcha and Earl Grey Lavender.
Their butter cream cakes was dense and moist with rich buttery fragrance. Good and not so good.
Good if you like your cakes creamy and heavy-flavored, but it would usually outshine the flavor of the cake.
Take the Matcha Berry Berries ($7.80) for instance. The matcha flavor was overwhelmed by the buttery cream, coupled with piquant berry jelly layer, making matcha flavor almost non-existent.
I preferred the Raspberry Lychee Rose ($7.80), which the overall fruity and floral notes blended together harmoniously. But could be slightly “jerlat” (rich) after a few mouthful.
Hygge has managed to create a conducive environment for people chill out, or to take a breather over a cup of coffee.
Thankfully for its prime geographical location along Haji Lane, they managed to garner quite a bit of footfall. However, they may want to rethink their strategy in the long run to stand out in this competitive F&B industry.
37 Haji Lane, Singapore 189230
Tel: +65 8588 7869
Opening Hours: 12pm – 6:30pm (Mon – Sat), 12pm – 4:30pm (Sun)
* Written by Lewis Tan @juicyfingers, a self-proclaimed coffee addict. Daniel’s Food Diary pays for food reviewed unless otherwise stated.