Exploring the Psychology of Disgust at Sweden’s Disgusting Food Museum

The Disgusting Food Museum in Sweden was born from director Andreas Ahrens’ fascination with human reactions to “gross” foods. After the success of his Museum of Failure, Ahrens wanted to see if exhibits could challenge perceptions—this time, about taste and disgust.

For lead curator Dr. Samuel West, a psychologist, the museum highlights cultural contradictions around food. “I want people to question what they find disgusting,” he explained. The team evaluated 250 foods based on taste, smell, texture, and background, which included how the animals were treated.

Even familiar items like pork were included, despite initial hesitation. “At first, I thought we couldn’t include them. But we had to because of factory farming and environmental impact,” said Ahrens. Exhibits feature shocking footage—from foie gras geese to live fish consumption in Japan—forcing visitors to confront the ethics behind their meals.

West emphasized that disgust is culturally conditioned. “Many reject insects or lab-grown meat, yet our current meat production is unsustainable. Shifting perceptions of disgust could help promote sustainable protein alternatives,” he added.