Instead of Taco Tuesday, Sweden Celebrates Taco Friday (or Taco Fredag)
If you think Swedish cuisine is limited to meatballs and herring, you've never celebrated Fredagsmys—the Swedish version of Taco Tuesday. The day, which translates to "cozy Fridays," is a chance for Swedes to get together with loved ones and eat comfort food at the end of a long week. And instead of indulging in more traditional Swedish fare, the Fredagsmys cuisine of choice is Tex-Mex.
Fredagsmys takes the already-Americanized taco and puts a Swedish spin on it. On Taco Fredag (Taco Friday), ingredients like tortillas, ground meat, peppers, and tomatoes are laid out smörgåsbord-style. The spread may also include some toppings that are rarely served with tacos outside of Scandinavia, such as yogurt, cucumber, peanuts, and pineapple. After assembling their meal, diners enjoy it in a cozy spot in front of the TV, ideally surrounded by pillows and candles.
The Swedish tradition of starting the weekend with a taco feast has only been around for a couple of decades. In the 1990s, the Swedish potato chip company OLW introduced the slogan “Now it’s cozy Friday time” into the national lexicon. Old El Paso capitalized on this concept with its own ad campaign showing Swedes how to assemble tacos at home. The Swedish spice company Santa Maria noticed the emerging trend and further popularized the idea of eating tacos on Fridays in its TV advertisements.
Tacos may be the food that's most closely associated with Fredagsmys today, but any quick junk food is appropriate for the occasion. Burgers and pizza are also popular items, as are candy, chips, and popcorn. The meal makes up just one part of the night: Settling in on the couch in pajamas to watch TV with loved ones is just as important as the food.
Making time for comforting indoor activities is a necessity in Sweden, where the weather is harsh and daylight is scarce for much of the year. The Danish do something similar with hygge, although tacos aren't an explicit part of that tradition.