A supermarket in Umeå, Sweden, called Ica Ålidhem, has witnessed a significant increase in the sales of roses following the revelation of infidelity by Norwegian bronze medalist Sturla Holm Lägreid. The athlete confessed to being unfaithful to his partner during a live interview amid the ongoing Winter Olympics in Italy, which drew widespread media coverage and public attention. This incident sparked both outrage and humor, particularly as they ignited a fair amount of chatter among shoppers. Store manager Pontus Häggkvist reported that many passersby have laughed and commented on the scandal while shopping for flowers, underscoring the event's cultural resonance.