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In 2020, Scandinavian Airlines (SAS) released a controversial promotional video that opened with the bold declaration: "What is truly Scandinavian? Absolutely nothing."
The nearly three-minute ad (a shortened version remains available online) argued that iconic elements associated with Scandinavian culture—such as Swedish meatballs (traced to Turkey), Danish pastries (from Austria), rye bread, windmills, and even concepts like democracy—were borrowed, adapted, or "copied" from other cultures around the world.
The core message celebrated "cultural exchange," we were told.
The campaign sparked intense backlash, particularly among patriots who viewed the SAS video as denigrating Scandinavian heritage, promoting self-hatred, or downplaying unique regional identity. Comments on social media resonated with outrage, bolstering political parties like the Danish People's Party and Sweden Democrats. Some even called for government intervention (given partial state ownership of the airline).
The original video quickly amassed tens of thousands of dislikes on YouTube, leading SAS to remove it. A revised, shorter version was later republished, with the airline standing by the theme.
The scandalous Scandinavian Airlines advertisement underscores concerns about ideological shifts in the advertising sector, where campaigns ofttimes promote narratives that attack traditional Western identities.
It exemplifies far-left ideologies that intentionally undervalue or reframe Western cultural achievements—such as pioneering democratic systems, scientific breakthroughs, and artistic masterpieces—as merely borrowed or unoriginal, overlooking their transformative impact on global society.
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The Claim That Europeans Have “No Culture”
In recent years, a provocative claim has circulated in some political and online spaces—particularly the far left—asserting that Europeans lack a distinct cultural heritage. This argument often reframes “European” or “white” culture as bland, purely appropriative, or even nonexistent when compared to non-European societies. While rhetorically striking, this claim collapses under even basic historical scrutiny.
Culture, as defined by anthropologists and historians, consists of inherited traditions, shared values, artistic expression, social institutions, and symbolic meaning passed down across generations. By this standard, Europe is one of the most extensively documented cultural regions in human history.
Indigenous and Regional European Cultures
Europe is not, and never has been, culturally monolithic.
Indigenous and long-standing European peoples include the Sámi of northern Scandinavia, Celtic societies across Ireland, Scotland, and Brittany, Germanic tribes, Slavic peoples, Greeks, Basques, and many others. Each developed distinct languages, clothing, mythologies, agricultural practices, music, and legal customs that predate modern nation-states by centuries or millennia.
Traditional Sámi gákti clothing, Celtic knotwork, Slavic embroidery, Nordic runic traditions, and Mediterranean folk rituals remain practiced today. These are not modern inventions but continuous cultural lineages recognized by historians and institutions such as UNESCO.
Coming together
Indigenous white Europeans were truly diverse. But then something happened. We began to coalesce.
With the advent of advanced communications, travel, and media, white people of the post-war era began viewing our cultures as diverse expressions of the whole. Young Italians flocked to movie theaters to be enchanted by American culture in the form of “spaghetti westerns”. Elvis, and later the Beatles, crossed language barriers as English became the universal language. International trade convinced European, Canadian, Australian, and American leaders that fighting amongst ourselves was both unproductive and unprofitable.
A nation of nations was forming. The far left was terrified, and acted accordingly.
America passed the Immigration and Nationality Act of 1965 (Hart-Celler Act), removing racial quotas for immigrants. Australia passed legislation ostensibly favoring qualifications over race for migrants. Britain’s Commonwealth Immigrants Act 1968 and Immigration Act 1971 seemed to buck the trend, but, over time, Parliament added exceptions, including asylum and refugee claims, human rights claims, and work, study, and family visas. The floodgate was opened.
The Schengen Agreement (1985) seemed to be an intentional effort to provide a freeway for non-white aliens to embed themselves in European countries.
The cultural shift, currently underway, is creating unprecedented genocide; the erasure of the white race.
Here’s why it matters.
Philosophy, Law, and Institutions
Europe’s cultural influence is especially visible in its intellectual foundations. Ancient Greek philosophers such as Plato and Aristotle established formal logic, ethics, and political theory. Roman law became the backbone of legal systems across Europe and much of the world.
Medieval Europe developed enduring institutions including universities, guild systems, and parliamentary governance. The University of Bologna (founded 1088) and Oxford University (c. 1096) still operate today, illustrating remarkable cultural continuity. In fact, the 66 oldest universities in the world are said to have been founded by indigenous white Europeans [source].
Art, Literature, and Music
European cultural heritage is inseparable from its artistic output. The Renaissance, beginning in Italy, transformed art and science through figures like Leonardo da Vinci and Michelangelo. Literature flourished across the continent—William Shakespeare reshaped drama and language, Goethe explored philosophy and emotion, and Leo Tolstoy examined morality and society.
Music forms another pillar: from classical composers such as Bach and Mozart to regional folk traditions like Irish sean-nós singing and Spanish flamenco, Europe’s musical diversity is vast and enduring.
Listen to any national symphony orchestra of any country, such as Japan, China, or Nigeria. Virtually every instrument was invented and refined in Europe by indigenous white Europeans. (The same seems true of rock music and its subsequent genres.)
I often wonder what professional pianists would do had the piano not been invented. It was invented by Bartolomeo Cristofori (1655–1731), an Italian harpsichord maker from Padua.
How many know that harmony was invented in Europe by indigenous white Europeans? Enter the Google search term, was harmonizing invented in Europe, and be amazed.
Architecture, Food, and Living Traditions
Europe’s built environment offers tangible cultural evidence. Gothic cathedrals such as Notre-Dame and Chartres represent extraordinary achievements in engineering and religious expression. UNESCO World Heritage sites—including the Acropolis, historic Rome, and Mont-Saint-Michel—preserve centuries of cultural evolution.
Culinary traditions further reflect deep regional identity, from Italian pasta and French haute cuisine to German brewing culture and Scandinavian smörgåsbord. Festivals like Oktoberfest, St. Patrick’s Day, and La Tomatina continue to celebrate local history and folklore.
Why the “No Culture” Claim Persists
Attacks on indigenous white European culture seemed to coincide with a coordinated effort to flood Western nations with non-native, non-white people groups—Islamic and Somalian in particular.
Critics often conflate globalization, colonial history, or the concept of “whiteness” as evil incarnate. This misportrays Europeans as a demonic brood not worthy of existing. In a word, it's gaslighting. Scholars note that this framing is ideological, not academic.
Recognizing European cultural heritage does not diminish the heritage of others. Culture is not a zero-sum resource. Denying documented history replaces evidence with rhetoric and weakens serious discussions about identity.
Closing analogy
I often use the analogy of a biography in which the author were to record every wrong you had done and mistake you had made from birth to death. The author would mention nothing of your positive traits. Readers of your biography would conclude your were evil (again) incarnate.
That's is how the woke left portrays America and people of white European descent. Much is said about slavery, in spite of the fact that white people ended global chattel slavery, and in spite of the fact that Bantu Africans transported to North America were treated much better than they had been in Africa. It was as if they had won the lottery.
Citations (based on mainstream historical scholarship, primary reference works, and internationally recognized cultural institutions.)
• Encyclopaedia Britannica – European Culture
• Encyclopaedia Britannica – Indigenous Peoples of Europe
• Encyclopaedia Britannica – Greek Philosophy
• UNESCO – World Heritage Sites in Europe
• European Music & Cultural Heritage
• Stanford Humanities Center – White happened to you
• Encyclopaedia Britannica – Bartolomeo-Cristofori
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