Fantasised and fantastical Nordic imaginaries: Contextualising Nordic life vlogs by East Asian YouTube vloggers

Abstract

Nordic life vlogs are a popular genre among avid watchers of YouTube influencers across East Asia. The vlogs showcase “a slice of life” content, documenting the simple living, daily routines, beautiful landscapes, cultural festivals, and everyday norms of what it is like to live in the Nordic region. While there are many Nordic life vloggers, in this article, we focus on a subset: young immigrant women from Japan and South Korea living in the Nordics. By attending to the genre, content, and interactions between vloggers and viewers, we explore how female East Asian YouTube vloggers who have immigrated to Nordic countries construct fantasised and fantastical narratives around Nordic imaginaries. The discussion of multifaceted layers of Nordic imaginaries explains how Nordic life vlogs serve as a platform for young East Asian women to project their desire for a better life and cultivate subtle resilience at the juncture of postfeminism and postcolonialism.

Keywords

• youtube
• vlogger
• nordic
• lifestyle
• imaginaries