Author: Craig Riley | Major: Communications | Semester: Summer 2025

Baking Flødeboller in class with Klaus Andersen, 2x winner of the Danish Great Baking Contest

I spent two sessions in Copenhagen, Denmark, during the summer of 2025, and it changed not only my academic journey but my entire approach to life. My decision to study in Copenhagen stemmed from multiple interests: a fascination with Scandinavian design, curiosity about the Danish concept of “hygge”, and hands-on experience in the field of my thesis research topic.

I have been researching comparative advertising strategies as my thesis analyzes differences between US and Danish advertising campaigns and their possible effects on public health outcomes. While literature research provides valuable insights, I felt like being able to observe consumer behavior and understand the cultural values that shape marketing messages would bring a lot of value. The DIS program was a perfect fit! It combined project-based coursework with opportunities out of class for field observation.

I took two while in Denmark: a digital marketing course and a course on Nordic and Mediterranean cuisine. The digital marketing course emphasized learning through project-based assignments and our main project involved creating two complete commercial advertisements in groups. First, we learned about the strategic stages of an ad campaign and second we learned about the creative stages. This beginning to end approach to commercial production exposed me to the practical challenges of bringing marketing theories into compelling visual stories while working within time and resource constraints, as well as navigating disagreements within a team.

One of my favorite experiences was our site visit to Khora, a Copenhagen-based company specializing in artificial intelligence and virtual reality. Experiencing their immersive VR storytelling firsthand was an interesting way to see how VR can be integrated into marketing campaigns in the future. Something I noticed during my time in Copenhagen was the difference in societal values between Denmark and the United States. Danish policy and culture seemed to prioritize people over profits. The goal for one of their VR initiatives was to help people suffering from schizophrenia; other examples are universal healthcare, free education, and other social safety net policies.

While America often values economic growth as the primary measure of success, Denmark seemed to value wellbeing more. The Nordic and Mediterranean cuisine course taught me about the food systems, sustainability practices, and cultural identity through food. The study tour I got to take to Samsø, Denmark was definitely a highlight of this course. We got to meet with local farmers who explained their sustainable agricultural methods and showed the environmental consciousness embedded in Danish society. These interactions with Danish farmers went along with my observations of general lifestyle differences. Copenhagen has more bikes on the streets than cars, normalizes organic food consumption, and integrates parks which allow for physical activity throughout the city. Their approach to public health contrasts sharply with America’s. And this contrast has left a lasting effect on me.

Outside of my classes, the biggest takeaway I had was in understanding Danish approaches to work-life balance. I encountered the concept of “arbejdsglæde” which literally translates to “work happiness.” This represents a cultural belief that professional life should provide joy and fulfillment in ways other than just economic security. This concept is built on workplace cultural norms that are based on trust and balance. I learned that Danish work culture is based on a 37-hour workweek, and there is a cultural disapproval of working overtime. Denmark also guarantees five weeks of paid vacation annually, as well as great parental leave policies. My Danish teacher mentioned that most Danish students avoid getting jobs during their studies or summer internships, because it would not allow them to maintain balance. The government even provides financial support for university students to allow them to focus on education.

The concept of “hygge” also shows the difference in these values. Hygge represents an approach to well-being through appreciating simple pleasures and cultivating meaningful social connections. It is also a word that describes feeling cozy and satisfied. I noticed how Danes integrate hygge into daily life through little things like having blankets at restaurant tables, bringing games to play in the park, or sitting by the canals in the middle of the workday.

Since returning to the University of Arkansas, I have tried to integrate some of these insights into my own life. I have taken on new hobbies like baking sourdough, inspired by Denmark’s amazing bread culture (my sourdough starter is named after my favorite bakery – Lille), and running, inspired by Danish friends. I have also been prioritizing weekend social gatherings with cozy elements like tea and games. These activities represent a new effort to maintain balance with my academic commitments and work responsibilities. While still striving toward my academic and professional goals, I now recognize that long term success requires time for rest, relationships, and personal interests.

As I reflect on my summer in Copenhagen, what I miss most aren’t just the lessons about work-life balance or the academic insights but the people and places that made the experience unforgettable. I miss the community I had, the mornings sunbathing in King’s Garden, and the simple pleasure of walking down colorful streets where every building looked like something out of a storybook. Copenhagen gave me more than research data and academic growth, it gave me a vision of a different way of living and memories that still make me smile months later. I’m already planning my return trip, because some places don’t just teach you, they become part of you.