Swedish Fika is more than a cup of coffee and a way of meeting. It is deeply rooted incultural, inherited values with signals on a relaxed atmosphere and non-hierarchical organizational structures. It also creates large opportunities for Sweden as a tourism destination and for exporting products linked to the notion of Sweden. Yet, it has many different characteristics and carry variances related to a) the meal, b) the context, c) the time of the day, and d) with whom you have a fika. This paper discusses various dimensions of fika to create knowledge on how values are created in fika in terms as a cultural meal practice and its relation to sensory taste, tourism and branding. The paper thereby is a broad introduction to fika as a research field and contributes to past research through hypothesising about fika as a multidisciplinary research interest.