Finland is known around the world for its strong work ethic, efficient education system and highly qualified engineers. When it comes to creative thinkers, Jean Sibelius and Alvar Aalto are perhaps the only ones known outside of Finland.

– Being less known for our culture and creative competence, we need to add experiential aspects and softness to our country image. My job is to ensure that our diplomatic and consular missions around the world understand this wider scope and to make sure the creative sector, such as the textile and fashion industry, gains visibility for its communications and operations, says Paula Parviainen, Ambassador for Culture and Creative Industries at the Ministry for Foreign Affairs.

Parviainen began working in this role in 2022. The most important change during this time has been the Ministry for Foreign Affairs’ growing awareness of the significance of culture and the creative industry. Culture is now also one of the building blocks used in creating the country image. It involves telling a story about Finland, and about Finnish design and how it evolved into what it is today.

– The country image is what Finland’s success is based on. The better we are known abroad for the right reasons and issues, the easier it is for us to, for example, come by investments, get candidatures for top-level international posts, and attract competent professionals. And the more Finland is known, the more we are liked – this has been reflected in many international country image surveys, Parviainen says.

Entering the market with fashion, design and culture

Country branding is carried out in network-like cooperation under the strategic leadership of the Finland Promotion Board. The Unit of Public Diplomacy at the Ministry for Foreign Affairs serves as its Secretariat, planning and implementing tools for practical country branding.

Parviainen prepares different concepts to support country branding and help embassies and missions to effortlessly arrange events exhibiting creative businesses. The big theme for next year is the Moomins, marking the 80th anniversary of the stories.

– One of the concepts will be designed in cooperation with Aalto University. It will include the film Radical Creatives, which is an Aalto production delving into creativity. We will be compiling different themes that will be available for embassies and missions to use for events they want to organise during the year. We want to exhibit fashion together with other industries. You can choose to combine, for example, Finnish fashion, design and food. Gaining visibility is important for a company looking to establish itself in a certain market, Parviainen explains.

She says that country branding should place more emphasis on issues that get young people interested in Finland. This is one of the focal points over the coming years.

– The gaming industry is already doing a lot, and it is a major source of export revenue. But we need to find new approaches, for example, ways in which a fashion label could benefit from the popularity of metal music in some markets, and how a band and a brand could work together, Parviainen explains.

Anything can spark interest

In her work, Parviainen encourages Finnish ambassadors to build relations with big concert venues, museums and festival directors. They are the ones choosing what is exhibited and who gets to perform and garner attention in a country.

– Abroad, for example, museums are competing to stay relevant and interesting. With the right kind of exhibition, we could bring together Finnish music and clothing brands, for instance, says Parviainen.

Embassies and their interiors also act as a stage showcasing Finnish design. When taking the customary official photos portraying people shaking hands, it is important to think about where the photo is taken and what is in the background. Because everything creates an image. Parviainen remembers seeing a photo like that sparking a social media conversation about Oiva Toikka’s glass birds.

– When building a country brand, interest towards Finland can be sparked by pretty much anything. It may be Fazer chocolate, Käärijä, Sanna Marin, metal music or the NATO membership. The presidential couple is doing great branding work for the country, and this is something we should cultivate in different ways, she points out.

Shine a spotlight on Finnish work

Every person representing Finland can expand the country image. It can be as simple as paying attention to what they wear to a formal event. When the cameras are pointed at an official, an actor or the presidential couple, the question on everyone’s lips is often, “Who are they wearing?”. When it comes to a once-in-a-lifetime event, attendees have the choice of whether to go for Dior evening wear or a Finnish designer’s creation.

– This is, in my view, the most important channel to expand Finland’s country image. If Finns themselves don’t believe in Finnish competence and design, how can we expect to build credibility on an international level? says Andiata’s CEO Tarja Rantanen.

First impressions are formed in just seconds. This is why it matters what people representing Finland wear.

– It also affects how the matter at hand, the topic of the occasion, is perceived, she adds.

Finnish fashion has been very much in the spotlight in 2024 with the state visits made by President Stubb and his spouse, Suzanne Innes-Stubb. Innes-Stubb has chosen to wear a wide variety of Finnish brands and has often been lauded for her style by the international media.

– We are perhaps too modest in Finland, or we don’t necessarily want to talk about the labels we are wearing because it might be considered superficial, or someone could interpret it as marketing. But is there something wrong with that? We need to work for the common good and be proud of our competence, Rantanen says.

A royal favourite 

Andiata’s solid country branding has established it as a favourite clothing label of the Swedish Royal House.

– Andiata’s design, fit and quality are to their liking. Our cooperation has continued for years now, and we feel honoured. We have also dressed Denmark’s Royal House – Queen Mary has worn our clothes on several occasions, says Rantanen.

Royals wearing Andiata is something that has not gone unnoticed by the international press. The cooperation is valuable and has generated publicity for the label.

By doubling its turnover since 2020, Andiata has been quite the exception among Finnish brands. This difficult period has forced many textile and fashion brands to call it quits.

– We have taken controlled risks and developed our quality continuously. Our webstore is strong and growing, and it helps us reach customers worldwide. We also have stores in Helsinki, Paris and Saint-Tropez. The core of our operation has remained the same for the past 37 years , Rantanen says.