The Life-Changing Arctic Adventure

In 2026, Swedish outdoor brand Fjällräven will once again launch its legendary Arctic expedition, Fjällräven Polar, designed to prove that with the right knowledge, equipment, and support, anyone can thrive in nature – even under the harsh and extreme conditions north of the Arctic Circle.The 300-kilometre multi-day dog sledding journey crosses the frozen Scandinavian tundra. Adventurous explorers from all over the world – including Hungary – are invited to apply between November 4 and November 24, 2025. From the applicants, 20 participants will be selected to take part in the expedition in the spring of 2026.

An Arctic Escape from Digital Fatigue

In an age dominated by screens, notifications, and constant online presence, more and more people are feeling the effects of digital exhaustion. Fjällräven Polar offers a radical yet uplifting antidote: out on the tundra there’s no signal, no screens, no notifications or apps – just nature, a great team, and, of course, enthusiastic sled dogs.

From March 27 to April 2, 2026, the 20 selected participants will cover the 300-kilometre route across the Scandinavian tundra by dog sled, crossing frozen lakes, snowfields, and pine forests. Participants are responsible for caring for their own sled dogs throughout the journey while learning essential survival techniques and rediscovering the beauty of closeness to nature – even at temperatures as low as –30°C.

Experienced Arctic guides accompany the expedition, providing all the technical support and equipment needed for success. Over the years, participants have faced everything from sunny tundra days to freezing nights and raging snowstorms – yet all completed the challenge and returned home with life-changing memories.

Apply from Anywhere – Including Hungary

Fjällräven Polar 2026 is open to anyone aged 18 or older, from anywhere in the world – Hungary included. This year, the application process has been made simpler than ever: applicants only need to complete one creative challenge, share it on Instagram or TikTok, and fill out an online form on the official expedition website.

Hungarian Adventurers on the Tundra

Over the years, several Hungarian participants have successfully completed Fjällräven Polar and experienced first-hand what it’s like to conquer the Arctic wilderness by dog sled. From the region, Zsolt Kramer, Éva Lengyel, Bence Valentin Kiss, Eszter Szigetvári, István Őry, Kitty Zaja, Dávid Varga, Anna Kitlinska, and most recently Eszter Scheili have all taken part in the expedition, gaining unforgettable memories in the extreme cold – and sometimes surprisingly green – Arctic conditions. Their stories prove that you don’t have to be a professional explorer to experience the icy yet breathtaking landscapes of the Arctic Circle up close.

The Fjällräven Legacy – Functionality and Durability

Since 1960, Fjällräven has been committed to sustainable outdoor living and conscious exploration. The legendary Expedition Down Jacket was created by founder Åke Nordin in 1974 to keep wearers warm even in the most extreme conditions. This jacket – along with other cold-weather gear – is tested year after year by Fjällräven Polar participants in the Arctic’s icy, windy, and dark environment.

Those who complete the expedition return with positive, life-changing experiences – the most authentic feedback possible for the Swedish outdoor brand, confirming the functionality and durability of its products.

Key Dates

• Application opens: Tuesday, November 4, 2025, 16:00 CET

• Application deadline: Monday, November 24, 2025

• Results announced: December 9, 2025

• Expedition dates: March 27 – April 2, 2026

All detailed information and technical guidelines will be available once applications open at https://experience.fjallraven.com/articles/fjallraven-polar-2026.

Stars' Night with Starbucks

How could we make the last month of summer even more memorable than with a stargazing night together at an observatory in Budapest?

On the evening of August 12, together with members of the Starbucks Rewards program, we observed the spectacular peak of the Perseid meteor shower. While shooting stars lit up the night, we enjoyed the starry sky far from the city lights, wrapped in soft mermaid blankets. We also learned about the background and legends of the meteor shower, and with the help of Tarot cards, we caught a small glimpse into our future.

Many thanks to the Svábhegy Observatory for the colorful, engaging, and entertaining presentations—it truly was a special experience!

GenZ Alert: Pepsi Cream Soda Has Arrived!

Pepsi’s new limited-edition series is now available in Hungary. The special beverage, based on Pepsi Zero, debuts in 0.25L aluminum cans featuring two nostalgic yet refreshing flavors: Cream Soda and Strawberries & Cream. The product resonates visually with the playful, pop-culture-driven world of Generation Z.

A unique highlight of the campaign supporting the two limited-edition flavors is that during strategic planning, Pepsi deployed specially developed artificial intelligence, which offered the team creative approaches and groundbreaking ideas. The campaign's central message is: sugar-free yet adorable—cuter than a puppy, even cuter than a potato, and nearly as sweet as a message from grandma.

This 360-degree campaign runs across both online and offline channels, employing social media activities, digital advertisements, outdoor advertising, and influencer collaborations to introduce the new products to as many people as possible.

A major element of the campaign is the Pepsi x BP Shop collaboration, resulting in a limited-edition clothing collection. The collection’s design is playful, bold, and "stylishly cute," perfectly reflecting the flavors and vibes of the two new beverages.

The official presentation of the collection will take place on July 31, 2025, at the BP Shop store in Budapest from 2:00 PM to 8:00 PM. Visitors can enjoy arcade games, a unique "cuteness-meter" photo booth, and special prizes. Additionally, the afternoon’s atmosphere will be elevated by performances from Lil Frakk and DJ Nara, while bartenders at the Pepsi Bar serve refreshing, non-alcoholic cocktails based on Pepsi beverages.