Lost potential: The overlooked cultural analyst in Denmark.

A #ForgottenGold Story.

Photographs: Giada Oliva

Text: Aamna Tauheed

Nobody knows that a person handing a cup of coffee across the counter may be more than a café worker. They don't even realise that they are placing their small order to a multilingual researcher and cultural analyst with two University degrees. Giada doesn't shy away from work and respects all professions, but didn't come to Denmark to work as a waitress, especially after earning a Master's degree from one of Copenhagen's well-recognised universities.

Giada's story is similar to that of international students who come to Denmark to study at Danish Universities, eager to build successful careers in this country. Sadly, most of them end up stuck in jobs like cleaning, dishwashing, and café work after graduation due to a highly competitive job market, which makes it quite challenging for international graduates. The recruitment system fails to recognise their potential and skills, leaving them ghosted, ignored and unwelcome by the companies.

Giada's story deserves to be featured in our #TheForgottenGold series as her journey reflects the untapped human talent that Denmark risks losing. She is a skilled cultural analyst and researcher, yet remains unnoticed and underutilised in the Danish job market. In her words, shaking with emotions: "I was well-prepared before coming to Denmark, learnt the local language beforehand and researched as much as I could to know about the Danish culture and snippets of the job market. I found everything to be the opposite of what I expected after coming here. I have been thinking every day for the past three years about how someone so prepared still ends up like this."

From Rome to Copenhagen: An Italian suitcase of dreams

“The common view of Denmark is that it is one of the happiest countries in the world. The quality of life, social security, low crime rate, and free education are major factors attracting foreigners, especially those from Southern Europe. For me, free education, the desire of a successful career and a work-life balance approach are the appealing factors that led me from Rome to Copenhagen three years ago,” says Giada while sharing the reason for moving to Denmark.

Born and raised in Rome, the Italian girl with a childlike smile sat in a café near Nørreport station with me to share her journey in Copenhagen, Denmark. “It is easier to talk face-to-face rather than in an online meeting. The physical meeting gives more time to share and exchange thoughts”, Giada said with a smile, while sipping the iced-blue berry juice.

Giada studied Performing Arts in Rome and worked as an assistant director in a theatre. That experience enhanced her observational skills, enabling her to analyse human behaviours and understand diverse cultures. She also worked as a student researcher at the Central Institute for Sound and Audiovisual Heritage in Italy. That experience sparked her desire to understand how people function within diverse cultures, systems, and institutions. The cultural curiosity and the urge to analyse the dimensions of human behaviour brought her to the University of Copenhagen to pursue a Master's degree in Applied Cultural Analysis. “I always wanted to study culture and work on its intersection and strategy. It is my dream to help businesses and institutions understand cultural dynamics so that they can make culturally sensitive and inclusive decisions, without relying solely on data points,” said Giada as she described her academic and professional skillset. She also shared that she was drawn to Denmark`s human-centred approach to innovation and considered it a place where she could make a meaningful impact with like-minded people.

Like many international students, Giada came to Denmark aiming to grow professionally. She believed that Denmark is a less crowded country with many opportunities for internationals, and that Danish society is well-integrated and welcoming to foreigners. Giada formed this perception of Denmark after reading travel blogs, social media public group pages, and listening to stories from fellow Italians. “Most people in Italy believe that life is broader outside their country, and our skills will be utilised and rewarded in a better way in other parts of Europe. Before coming here, I considered Denmark among those countries where internationals like me can embark on new experiences and a high-quality life. I am a little disappointed now after coming here, especially after completing my degree,” said Giada, taking a deep breath during our conversation.

"The common view of Denmark is that it is one of the happiest countries in the world. The quality of life, social security, low crime rate, and free education are major factors attracting foreigners, especially those from Southern Europe. For me, free education, the desire of a successful career and a work-life balance approach are the appealing factors that led me from Rome to Copenhagen three years ago."

Exhaustion in the land of opportunities

During her Master's, Giada did an internship at the Municipality of Copenhagen in the department for Sustainability and Internationalisation. She contributed to the project team, organising the city's largest event to welcome Foreigners to Denmark. She learned the Danish language simultaneously to build a strong network and integrate into the Danish society. After graduation, she served as a volunteer at an intercultural library to support cultural exchange activities and projects related to sustainability. She also joined Snakkeklub (Conversation Clubs) to improve her language further, but nothing has worked for her so far.

Sharing her efforts and challenges, she said in a dejected tone, “Despite my dedication and participation in the municipality’s seven-month graduate program to understand Danish workplace culture, actively engaging in language exchange groups, and attending café meetings, I am still nowhere. I am struggling to access opportunities beyond the hospitality and cleaning sectors. I reach out directly to companies in my field, but I believe effort alone is insufficient. Sometimes, I feel exhausted and struggle to sustain my motivation here, which I considered a land of opportunities. I hear many stories where people find jobs "by chance" through networking, but this type of networking feels elusive. You never know whether you'll get a job tomorrow or in the next years. It’s disheartening to know that between one`s dream job, there seem to be no intermediate opportunities available for international graduates like me.”

Systemic freeze

Giada`s thoughts reveal a specific kind of fatigue that comes from constantly doing everything right but getting nowhere. It’s the frustration that arises from carrying one’s ambition alone in a new country, sending hundreds of tailored job applications, but receiving only silence or rejections. This is not just her story, but a situation shared by many international graduates living in Denmark who are silently witnessing their skills fade away due to a systemic freeze. The pain is mutually relatable for those who studied in Denmark to build a career but are now surviving through cleaning and dishwashing jobs.

“It’s more about dignity rather than work. We are trained and educated professionals who are ready to contribute, so don't make us your backup workers. We are willing to demonstrate our skills and performance, so let us into the system. It’s about not having to choose between doing what you’re trained for and making it through another month”, said Giada confidently.

Foreign talent in Denmark is not asking for favours but access to the Danish job market, where their professional competencies can be utilised. Many, like Giada, are looking for transparency, opportunity, and acknowledgement rather than special treatment. They expect the recruitment system to recognise international talent and their degrees. Their call extends beyond themselves to every talented graduate who is caught between a professional job and the mundane tasks of dishwashing or cleaning.

A personal yet not private problem

Giada's story is personal yet relatable to many foreigners aiming for a better career in Denmark. The country is currently experiencing significant skill shortages in fields like research, innovation, and life sciences. Companies are reaching out and hiring people from outside Denmark, often overlooking the international talent already present in the country. Danish companies, as mentioned in their profiles, aim for diversity, inclusivity, and the hiring of individuals without cultural and social biases; however, they often overlook foreigners. As a result, the country's underutilised talent pool continues to grow—a phenomenon aptly called #TheForgottenGold.