INTERNET trolls eh? They’re the bane of social media, stalking the unwary. But wait. In an era of online hostility, misinformation and digital fatigue, Norway is taking an unexpected step into the conversation.

The Nordic nation’s tourism bureau is launching its very own troll.

Trolling may be widely associated with anonymous harassment and toxic online behaviour but the word itself originates from trolls – the mythical creatures deeply rooted in Norwegian storytelling for centuries. And with the world’s first “trollfluencer”, Norway is reclaiming the narrative.

Twigs swimming at Lunner

Tourism chiefs at Visit Norway have introduced a troll named Twigs, who shares quiet reflections from nature, fun observations about human life, and moments of wonder amid landscapes shaped by glaciers, fjords and forests. He’s the web’s least toxic troll.

Created using AI and placed into real Norwegian landscapes through authentic photos and videos, Twigs blends mythology with modern storytelling. While AI powers the visual animation, the character’s personality and stories are developed by humans.

He’s 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 in which we live. And since launching on Instagram, Twigs has already gathered more than 10,000 followers.

“The internet changed the meaning of trolling. We wanted to change it back,” says Anne-Signe Fagereng, Head of Marketing at Visit Norway. “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.”

Twigs rambling in Loen

Unlike many 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, perhaps, that life might be better lived in nature than in comment sections.

Trollfluencer Twigs was created using AI by Øivind Eide. The Norwegian nature shown is real, and the lead image shows him in Jotunheimen (The home of the Giants), a mountain region long associated with trolls in Nordic mythology.

Catch up with Twigs on his Instagram feed here. For tourism tips and advice on Norway, head to the Visit Norway site.

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