If you’re South African, merely hearing the word “fika” might just send you into a frenzied hunt for those few documents that verify to some or other financial institution that you are, in fact, you. But before you grab your nearest proof of residence (no older than three months, please), rest assured we’re not about to dig into the Financial Intelligence Centre Act (FICA).
Instead, we’re talking about the Swedish custom of fika. In short, this Scandinavian social tradition sees participants take a deliberate break from general activity, actively slowing down and sharing coffee or tea (often accompanied by a cinnamon bun or similar) with others. And since this wonderful concept is still practised daily at Volvo’s headquarters in Gothenburg, we made it a central element of the elegant birthday event we organised for the XC90 T8 Twin Engine plug-in hybrid back in 2020.
In order to reach a fresh audience and build new relationships, we invited seven editors and presenters, each carefully and intentionally selected from outside the traditional motoring media space (ultimately resulting in new coverage in well-read fashion and style titles). Along with other guests and Volvo brand ambassadors Jessica Nkosi and Thapelo Mokoena, these journalists were treated to a glorious afternoon of glitz and glamour.
Part of that came courtesy of our specially created earth-shaped light installation, which encouraged guests to “take the first step” towards sustainability. Then, towards the very end of the event, we had renowned Cape Town-based ballerina Katherine Anderson dance through the group of guests, gracefully inviting them outside onto the patio.
There, visitors were led through their very first experience of fika, all while enjoying spekboom-infused cinnamon buns (yes, we made sure to add a South African touch) created by none other than local celebrity chef, Reuben Riffel. In this moment of reflection and connection with friends old and new, guests were called upon to contemplate their roles in the creation of a sustainable future. What better way to remind everyone of Volvo’s wide-reaching sustainability efforts than with one of the most cherished social rituals in Swedish culture? That’s what we like to call being “fika compliant”…
