Meet the people embracing “Londonmaxxing” to rediscover the capital

Category: (Self-Study) Lifestyle/Entertainment

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A new phrase is spreading across social media—“Londonmaxxing.”

Part meme, part mindset, it describes a growing trend among influencers and young professionals who are rediscovering the city, leaning into its contrasts, and pushing back against more negative narratives about life in the British capital.

For travel creator Candace Salters, an American who now lives in London, documenting her experiences online as Candace Abroad, the idea is rooted in curiosity. It’s about taking a different route through the city, she says, and allowing yourself to stumble across “hidden gems.”

“I think it’s about having curiosity with London and rebirthing your curiosity about the city, going and taking a route to a place that you probably wouldn’t normally take to discover a hidden gem along the way. London is such a city of contrast. You can go from a historic landmark one second to looking at modern skylines in the next, even in the same breath. And I think that is one of the things that makes the city incredible,” says Salters.

That juxtaposition—old and new, global and local—has long defined London.

But the recent rise of “Londonmaxxing” comes at a time when the city has also been the subject of more critical online discourse, with some portraying it as unsafe, expensive, or in decline. Salters sees the trend as a response to that.

“I feel like Londonmaxxing is the antidote to a lot of negative stereotypes that London has,” she says. “I think it’s easy to paint London as just a place that is gloomy, and you go and work, and you live, and that’s it, which I find crazy because London is arguably one of the best cities in the world. And so, I think it’s kind of reclaiming the beauty that London has.”

London’s mayor, Sadiq Khan, has also embraced the phrase—even referencing “Londonmaxxing since 2016” in his social media bio.

He says the trend reflects something organic, driven not by institutions but by Londoners themselves.

This article and video were provided by The Associated Press.

Script

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[Candace Salters walking over Millennium Bridge]

[Candace Salters looking out near Tower Bridge]

[Candace Salters making content for her social channels]

[Candace Salters’ Instagram profile]

Candace Salters (interview): “I think it’s about having curiosity with London and rebirthing your curiosity about the city, going and taking a route to a place that you probably wouldn’t normally take to discover a hidden gem along the way. London is such a city of contrast. You can go from a historic landmark one second to looking at modern skylines in the next, even in the same breath. And I think that is one of the things that makes the city incredible.”

[Salters walking past a red phone box into a café situated in a London church]

[Salters in the café]

[Salters editing her content for upload to her socials]

[Salters drinking her coffee]

[Salters around Tower of London area making content]

[Candace Salters walking]

[Salters taking photos]

[Salters walking over bridge]

Candace Salters (interview): “I feel like Londonmaxxing is the antidote to a lot of negative stereotypes that London has. I think it’s easy to paint London as just a place that is gloomy, and you go and work, and you live, and that’s it, which I find crazy because London is arguably one of the best cities in the world. And so I think it’s kind of reclaiming the beauty that London has.”

[London Bus]

[Big Ben and Houses of Parliament]

[Buckingham Palace guard in a bearskin hat]

[Tower Bridge]

[The ‘Gherkin’ skyscraper]

[London Mayor Sadiq Khan]

Sadiq Khan (interview): “Because what’s been wonderful in the recent past is how organically Londoners have been talking up our city. There are some people who spread nonsense about our city. There’s lots of misinformation, lots of disinformation, lots of lies, and it’s just a joy for me to see people, much in the tech sector, but elsewhere, talking up our city in terms of restaurants and bars and great gigs they’ve seen.”

[Khan preparing for interview]

Sadiq Khan (interview): “I’m not saying for one second, London is perfect. But last year, for example, since records began, we had the fewest numbers of homicides on a per capita basis in the history of our great city, lower than, by the way, Paris, Berlin, Brussels, Madrid, Barcelona, Toronto, any city in the United States. According to TripAdvisor, we’re the number one tourist city in the world. According to Residence and Ipsos, we’re the best city in the world. According to global judges from Singapore, last week, we won the cities’ equivalent of a Nobel Prize.”

[London landmarks and landscapes]

This script was provided by The Associated Press.