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The Icelandic Yule Lads emerge from Dalirnir (Valleys) region, in West region, Iceland

The Icelandic Yule Lads emerge from Dalirnir (Valleys) region in Iceland. The farmers at Erpsstaðir in Dalirnir have a cultural company called Kruss and are dedicated to reshaping the image of their region. The initiative aims to allure people to Dalirnir as a destination rich in folklore and interesting stories. The narrative will be woven around cross-sectoral collaboration through community activation, intra-sectoral collaboration and sustainability.  

This endeavor will be based on a poem called Yule Lads (Jólasveinarnir), built on an Icelandic folklore by the poet Jóhannes úr Kötlum. It intertwins with the pulse of business life in the Valleys, the art of food production, the attraction of tourism, the craftsmanship of the locals, and the rich history of the Valleys. The Yule Lads will be dispersed throughout the region, each accompanied by informative details. These details encompass local peculiarities, historical insights, and even QR codes giving additional information and cultural context. 

The innovation aspect of the project lies in how it weaves the threads of local legends into the fabric of modern life. It acts as a unifying force, bringing together diverse local players—food producers, artists, tourism operators, artisans, residents, and benefactors. Their collective efforts aim to fortify the economic landscape of the Valleys, creating a harmonious blend of tradition and contemporary vitality. 


Þorgrímur Einar Guðbjartsson

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