AT THE ROOTS OF THE ‘FINLAND BOOM’

Abstract

Finland enjoys a positive country image in Japan, where, reportedly, enthusiasm for things Finnish reached the state of a ‘boom’ during the 2000s–2010s. What is this positive visibility based on? To shed light on the foundations of Finland’s visibility in Japan, this article tracks Finland’s national imaging there from a historical perspective. Through an empirical study of Finnish diplomatic archives, the article looks beyond nation branding – the latest mode in the official promotion of states to foreign audiences – and opens a window into the past practices of Finland’s official promotion in the distant East Asian case. In the 1960s, the Press Bureau of Finland’s Foreign Ministry drafted an image policy to support Finland’s neutrality and to broaden the country’s interaction with the West. The policy was implemented through Finland’s embassies, and therefore Finland’s newly defined characteristics also became actively promoted in Tokyo. As a result of this intensification of Finnish public diplomacy in the Cold War, many of the modern aspects of Finland’s later nation branding in Japan were introduced. Of the redefined official autostereotype, cultural and commercial dimensions proved the easiest to promote, whereas its foreign political dimension was met with the most local contradiction.