A limited edition coffee can has sparked near-hysteria in Sweden, leading to chaotic scenes at an Ica store in Uppsala. According to reports, hundreds of people queued overnight outside Ica Maxi Gnista in hopes of obtaining the viral coffee can created through a collaboration between Swedish coffee brand Zoéga and porcelain manufacturer Rörstrand.
The blue-white can features Rörstrand's popular Mon Amie pattern and is included with the purchase of certain Zoéga coffee packages. The limited edition item has reportedly sold for high prices on secondary markets and is sold out in most locations across Sweden.
At the Uppsala store, people began queuing as early as 11:30 PM on Thursday night ahead of Friday morning's opening. By 6:00 AM, the line stretched many meters long. Witnesses described chaotic scenes when the store opened its doors, with people pushing, shoving, falling, and getting caught in the crush as they attempted to secure the coveted coffee containers.
It remains unclear whether the store sold out of the limited edition cans. The phenomenon highlights the intense consumer interest in collectible items and limited edition collaborations in Sweden.