Don't think you're special

The unwritten rules of Janteloven

You’ve probably come across it. Maybe in a book about Denmark, or during a late-night scroll through expat forums. Janteloven is one of those ideas that seems to hover around Denmark like fog. You can’t always see it, but people say it’s there. Newcomers often ask, “Is it real?” Some say it’s just a myth. Others insist it still shapes how people speak, dress, and share success. For some, it’s a form of quiet pressure. For others, it’s the reason Denmark feels fair.

It’s a social phenomenon that resists a simple answer. But there’s no smoke without fire. So what is Janteloven, really? And what does it mean for those of us used to standing out? Let’s take a closer look.

What is Janteloven?

Janteloven (Law of Jante) is a set of unspoken social rules that encourages humility and restraint, especially if one has an advantage in talent, money, success and so on (ordnet.dk). To put it shortly: don’t think you’re special.

Humility and equality as social norms are deeply rooted in Scandinavia and have existed for centuries. But it was Aksel Sandemose who gave them a name. He coined Janteloven in his 1933 novel A Fugitive Crosses His Tracks. Although the novel was a satirical critique of small-town mentalities, it struck a cultural nerve (Gopal, 2004).

Janteloven consists of 10 rules:

1. Don't think you're anything special.

2. Don't think you're as good as us.

3. Don't think you're smarter than us.

4. Don't imagine you're better than us.

5. Don't think you know more than us.

6. Don't think you're more important than us.

7. Don't think you're good at anything.

8. Don't laugh at us.

9. Don't think anyone cares about you.

10. Don't think you can teach us anything.

📸 Colourbox

Is Janteloven still a thing?

Today, headlines claim that Janteloven is dead, and even The Positive Jantelove was forumalted (see it below). Danish society has indeed become more open.

A few decades back, you could find someone say that they don’t read on a bus as it would be seen as showing off (Gopal, 2004). Just this morning I counted 3 people reading a book in the silent zone on the s-train, which is a usual sight. Dressing uniquely once drew frowns. Now it is met with a quick glance, if anything. Talking about getting a promotion, buying a home, or going on a fancy vacation used to be considered inappropriate. Today, it's lunch conversation, though most people still keep it low-key. In other words, bragging still isn’t appreciated, but you can share things that feel big to you, and some people will even celebrate with you.

In larger cities Janteloven is rarely something you feel directly. But if you live in a smaller town or spend time with older generations, you might still run into it now and then.

The positive Jantelov (Gopal, 2004)

1. Know that you’re important

2. Know that we count on you

3. Know that at least four to five people depend on you

4. Know that you have good and valuable qualities

5. Know that you have human qualities we appreciate

6. Know that we also understand what it feels like to be unimportant or alone

7. Know that you belong with us

8. Know that we will be there for you

9. Know that your life and our society’s future are shaped by your contribution

10. Know that together, we can solve problems

📸 Colourbox

Has the law disappeared, or just changed?

Janteloven hasn’t disappeared, but it has softened.

The law is not only about holding people back. It has also shaped a culture that feels more equal. Danish society is built on strong welfare structures, and you can also feel it in things like flat hierarchies at work and the informal way students speak to their teachers. Underneath it is a shared idea that no one should be too far above anyone else.

Many people with money or power try not to show it. You see it in how people dress, what they drive, and how they live. According to Gopal (2004), this habit of underplaying difference helps maintain a sense of sameness. It explains why politicians bike to work and why a CEO is quietly sitting next to you on the train.

Some say this is still Janteloven at work. Others think the pressure is less external now, but lives on internally, as something people quietly apply it to themselves. There is probably truth in both views. Still, I think what we see today is something slightly different. It is not just about holding back but about treating people equally despite differences, it is a fundamental value in the Danish society. And someone else will say that it is just basic social awareness. Maybe Janteloven is the local version of not making everything about yourself, just like hygge became a word for something many people already understood.

Your experience of Janteloven depends on where you come from. If you are used to being rewarded for standing out, the quiet here can feel confusing. If you come from a culture that values blending in, Janteloven might not feel like anything new.

📸 Colourbox

My diagnosis

It is hard to generalise, as there are as many takes on Janteloven as there are people.

However, I'd say the harsher side of Janteloven seems to be fading, though it still appears now and then in what people say, or how they think about themselves.

What remains is a quieter kind of equality. You are not expected to constantly promote yourself, and for many, that feels calming and even freeing.

Janteloven is not gone. People still value shared space over individual spotlight. But you are unlikely to be judged on the street, especially not in the bigger cities. You will not be judged for being proud of something, just try not to make it the whole conversation. Some have internalised it more than others, and the feeling of Janteloven depends a lot on where you live, who you spend time with, and even what you do for a living.

If you are an expat finding your way in it, I would say this. Be yourself. Let your personality show. Be proud of what you have done. But tune in to the tone around you. Not everything needs to be shared. And not everything needs to sound like a pitch. Sometimes, it is enough to say something once and let it land.

Reference: GOPAL, K. (2004) JANTELOVEN, THE ANTIPATHY TO DIFFERENCE; LOOKING AT DANISH IDEAS OF EQUALITY AS SAMENESS. Cambridge anthropology. 24 (3), 64–82.

July in Denmark

July in Denmark is when the country collectively slows down. Offices empty out, cities quiet down, and summer unfolds with long, light-filled days, open-air dips, and the scent of strawberries in the air.

💤 July 1st–31st: The National Out of Office

If Denmark had a national automatic reply, it would activate in July. Many workplaces slow down or shut completely for the summer holidays, especially during weeks 28–30. You might notice slower replies, shorter hours, and a sudden silence from group chats. It’s not you. It’s just Denmark on vacation.

Tip: If you need help from a kommune or public service, check their holiday hours in advance. Many switch to summer mode, so don't be suprised if it takes weeks to get a reply.

🎭 Festival season

While some cities feel quiet in July, others are buzzing with concerts, local festivals, or cultural events. If your neighborhood seems oddly empty, it might be because the party is happening somewhere else. Denmark has a packed summer calendar, from music to food, art, and family-friendly gatherings, so it is worth checking what is on nearby or planning a spontaneous day trip to join in.

🎓 Summer højskole season starts

Across Denmark, adults retreat to folk high schools (højskoler) in the summer. Not for grades or degrees, but for the joy of learning. These week-long courses cover everything from art and music to philosophy, politics, and sea kayaking.

There are no tests, just shared meals, evening songs, and deep conversations with people you might never meet otherwise. It’s a uniquely Danish way to reflect, connect, and recharge.

Tip: Some højskoler offer courses in English, and yes, internationals are welcome.

📸 Colourbox

Month's spotlight: koldskål

A true Danish summer classic. This cold buttermilk dessert is tangy, sweet, and usually topped with crunchy kammerjunkere biscuits. You’ll find it in every supermarket fridge and in most childhood memories.

Pro tip: No cooking required – just fridge space and a spoon.

Bente's family recipe

My colleague Bente was so kind to share the family’s recipe that has been passed down for several generations.

Ingredients

For 4 portions:

2 egg yolks
3 tbsp sugar
0,5 vanilla pod (or 1 tsp vanilla extract)
1 liter kærnemælk (buttermilk)
Juice from 0,5 lemon

Toppings

Kammerjunkere (crispy vanilla biscuits)
Fresh strawberries or other summer berries

Instructions

In a mixing bowl, whisk the egg yolks, sugar, and vanilla together until light and fluffy.
Slowly add the lemon juice and continue whisking gently.
Gradually pour in the buttermilk while stirring to combine.
Chill in the fridge for at least 1 hour.
Serve cold with kammerjunkere and berries on top.

Upcoming events

Since Denmark is in a vacation mode, there are not so many events, aside of local fairs and festivals. You can find these by searching for "[your location] festival/festuge".