Fika, Go Away
On national radio, an influencer declares war on the Swedish coffee break. The cinnamon buns take it personally.
Reel 1 of 2 30 seconds
Everyting expensive is 75 procent better.
What really happened
- In a Sveriges Radio P4 clip from Dilemmajouren med Farah, posted on 25 September 2026, Isabella Löwengrip said: "Jag hatar ordet fika. Det är såhär svenssonord." ("I hate the word fika. It's such a Svensson word.")
- In the same clip she said "Fika, gå bort" ("Fika, go away"), and waved off an after-work drink and public transport the same way.
- Also in the clip: "Allting som är dyrt blir alltid 75 procent bättre." ("Everything expensive is always 75 percent better.") The brunch alibi at the end is ours.
Sources
The script
HOST: A man says: shall ve take a fika on Torsday?
BELLA: Nej! I hate de word fika.
GUEST: (hand on his chest) Vat has fika done to you?
BELLA: (waving it away) It is so Svensson. Fika, go avay!
OLDIE: (slams his mug down) Who de FUCK makes fun of FIKA?!
(Every cinnamon bun on the plate slowly turns to stare at Bella.)
BELLA: Everyting expensive is 75 procent better.
HOST: So a kanelbulle for tousand kronor?
BELLA: Precis.
(Between takes, Bella takes a huge bite of a cinnamon bun and sips her coffee. Everyone is looking at her.)
GUEST: Bella… is dat a fika?
BELLA: (mouth full) Nej! Dis is a… brunch.
EVERYONE: FIKA!