Jólabókaflóð: why is it that the Nordics always seem to be engaging is some next-level shenanigans?

“Thus begins Iceland’s Christmas Eve book tradition of jólabókaflóð. What is jólabókaflóð? Jólabókaflóð, or “Yule Book Flood,” originated during World War II when foreign imports were restricted, but paper was cheap. Iceland’s population was not large enough to support a year-round publishing industry, so book publishers flooded the market with new titles in the final weeks of the year. While giving books is not unique to Iceland, the tradition of exchanging books on Christmas Eveand then spending the evening reading is becoming a cultural phenomenon. In recent years the meme has spread on social media, and bookworms around the world are cottoning on to the idea. (If you’re wondering how to pronounce jólabókaflóð, the phonetic pronunciation is yo-la-bok-a-flot, or you can listen to it pronounced here.)”

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