When I first moved to Sweden, I had one of those “wait, what just happened?” moments during a casual coffee break with some locals. I mentioned a small personal win, nothing major, just something I was proud of. Instead of the usual “congrats!” or excitement I was used to, I was met with polite nods and… silence.
That’s when I first stumbled into Jantelagen, a quiet but powerful cultural rule that shapes how people interact in Sweden.
If you’re new to the country or considering moving here, understanding Jantelagen can help you better navigate social situations, avoid awkward moments, and truly get a feel for the Swedish way of life.
What Is Jantelagen?
Jantelagen is often translated as “The Law of Jante”, but don’t worry, it’s not an actual law. It’s more of an unwritten social code that emphasizes humility, equality, and not standing out too much.
It originates from a 1930s novel by Danish-Norwegian author Aksel Sandemose, and though the fictional rules were meant to criticize small-town thinking, they stuck. And in Sweden, they’ve influenced the culture ever since.
The Ten Laws of Jante
- Do not to think you are anything special.
- Do not to think you are as good as we are.
- Do not to think you are smarter than we are.
- Do not to imagine yourself better than we are.
- Do not to think you know more than we do.
- Do not to think you are more important than we are.
- Do not to think you are good at anything.
- Do not to laugh at us.
- Do not to think anyone cares about you.
- Do not to think you can teach us anything.
Sounds intense, right? But it’s not about putting people down. Instead, it’s about promoting modesty, fairness, and social harmony.
How Jantelagen Shows Up in Everyday Swedish Life
Conversations That Skip the Bragging
Let’s say you just landed a great job or finished your master’s degree. In many cultures, that’s something you’d proudly announce and celebrate. In Sweden, you might find people more reserved in their responses.
It’s not that Swedes aren’t happy for you, they’re just not as expressive or showy about success. The idea is to stay humble and avoid making others feel “less than”.
Tip: You can still share your wins, just frame them in a balanced way. “I’m really happy I got the job, it’s been a tough process” might land better than “I totally nailed it!”
Workplaces with Flat Hierarchies
If you’re used to formal titles and strong hierarchies at work, Swedish companies might surprise you. It’s common to call your boss by their first name and to contribute ideas regardless of your job title.
Jantelagen in action: Everyone’s input matters, and no one is seen as “above” the rest, even if they’re the CEO.
Social Media and Self-Promotion
Swedes do use social media, but it’s often low-key. Instead of big, flashy posts about achievements, you’ll see more nature photos, coffee cups, or group celebrations, rarely solo shoutouts.
If you’re a freelancer or entrepreneur, you’ll need to find the sweet spot between showcasing your work and staying relatable.
Do All Swedes Follow Jantelagen?
Not exactly.
Younger generations, especially in bigger cities like Stockholm, Malmö, or Gothenburg, are starting to move away from traditional Jantelagen thinking. There’s more space now for self-expression, creativity, and entrepreneurship.
Still, the cultural roots run deep, and Jantelagen values: humility, fairness, and community are very much alive in Swedish society.
Living in a culture that values humility doesn’t mean you need to downplay your identity. But being aware of Jantelagen can help you understand social dynamics better and build stronger relationships.
Here are a few tips:
– Celebrate quietly: You can still be proud of your achievements, but keep it low-key.
– Focus on “we” not “me”: In group settings, talk about team success rather than individual wins.
– Be a good listener: Swedes appreciate when you show interest in others without dominating the conversation.
– Skip the hard sell: If you’re promoting a business or product, lead with value and community impact instead of bold claims.
Embracing Jantelagen with Balance
At first, Jantelagen might feel like a strange concept, especially if you come from a culture that encourages standing out and self-promotion. But over time, many grow to appreciate the calm and humble spirit behind it.
That said, there’s room in Sweden for your voice, your ideas, and your unique perspective. It’s all about finding balance, being proud of who you are while respecting the local values.
Have you experienced Jantelagen in your daily life here? What was your first reaction? Let me know in the comments or share your story in our Facebook group!
Looking to understand more about Swedish culture? Don’t miss our post on The Swedish Fika Culture: Why Coffee Breaks Matter and how it’s more than just coffee, it’s a way of life.
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