Press release -
Why Norway thinks online trolling deserves a rebrand
The internet has plenty of trolls already. In an era marked by online hostility, misinformation and digital fatigue, Norway is taking an unexpected step into the conversation: launching its own troll.
Reclaiming a word
Today, “trolling” is widely associated with anonymous harassment and toxic online behavior. Yet the word itself originates from trolls – the mythical creatures deeply rooted in Norwegian storytelling for centuries.
With the world’s first “trollfluencer”, Norway is playfully reclaiming that cultural heritage.
The troll named Twigs is not here to provoke anger. Instead, he shares quiet reflections from Norwegian nature, humorous observations about human life, and moments of wonder from landscapes shaped by glaciers, fjords and forests.
The internet’s least toxic troll
Created using AI and placed into real Norwegian landscapes through authentic photo and video, Twigs blends mythology with modern storytelling.
While artificial intelligence powers the visual animation, the character’s personality and stories are developed by human creatives, continuing Norway’s long tradition of folklore through a new medium.
The troll is warm, observant and emotionally perceptive. A digital character built not to divide audiences but to make them pause, smile and take in the beauty of the world we live in.
Image: Twigs in Jotunheimen ("The home of the Giants"), a mountain region long associated with trolls in Nordic mythology.
Early global traction
Since launching on Instagram, Twigs has already gathered more than 10,000 followers, attracting audiences from around the world.
Followers engage with everything from nature reflections and humorous observations to cinematic glimpses of Norway’s landscapes, suggesting that even in fast-moving feeds there is room for slower storytelling.
“The internet changed the meaning of trolling. We wanted to change it back. Trolls in Norwegian culture were never symbols of hate. They were mysterious and deeply connected to nature. Twigs is our way of reintroducing that spirit to a global audience” said Anne-Signe Fagereng, Head of Marketing at Visit Norway.
A troll for modern times
Unlike other travel influencers, Twigs does not sell products or deals. His role is simpler, and perhaps unusual in today’s influencer economy: To spark curiosity about Norway, to share the magic of nature, to make folklore feel alive again.
And to remind us that life might be better lived in nature than in comment sections.
Image: Twigs cooling off in a quiet lake in Lunner, far from comment sections.
Images included in this press release are free to use. The trollfluencer Twigs was created using AI by Øivind Eide. The Norwegian nature shown is real.
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