Euro maxxing trend embraces relaxed European lifestyle

A social media trend called euro maxxing promotes a more relaxed, European approach to life, prioritizing leisure, community, and unhurried urban living over constant productivity.

In Helsinki’s Kallio district, Milla Heinonen and Aino-Maija Makkula sit at a café terrace, embodying the trend. Heinonen, who has lived in Italy, sums it up as dolce far niente—enjoying life without rush. The movement, originating in the US, encourages long coffee breaks, extended lunches, and aimless city strolls, all while avoiding the pressure to perform.

Social media strategist Ellen Into notes that euro maxxing is a natural counterpoint to the long-dominant “hustle culture” on platforms like Instagram, where trends often revolve around optimization. Yet, she points out a paradox: even this laid-back trend can involve performance, as users stage and share their moments of leisure.

Retired actor Svante Korkiakoski welcomes the growing liveliness of city streets, suggesting urban spaces could function as communal living rooms in the European style. He now enjoys coffee at a terrace in Kallio’s summer street project, a space he once passed by while driving a tram, wishing it had tables and chairs.

Laura Kolbe, emeritus professor of European history, observes that admiration for the European way of life dates back to the 19th century.