"To be Finnish - it is like winning in lottery."

This old saying is familiar to all Finns. In the past, it was much used to emphasize the advantage that Finnish people have with their high standards in living, health care, education, social security, pure nature, abundant water etc compared to some other nations that don't have them. More recently, it has well applied for us Finns here in Japan: it seems somehow Japanese people have developed special likening to Finland, its culture and people. This is a tremendous advantage for us in the ever tightening competition in business and many other areas like culture, science, diplomacy for the attention of the Japanese against other nations. In promoting Finland, "we are all in same boat", to use another worn out saying.

In fact, there has been a "Nordic Boom" for long time in Japan, the special interest in Finland has just developed further from that. Tracing back its reasons and origins, you must look at trends in Japan society, media and international travel. Scandinavia and Finland were "found" when Japanese got tired of just seeking material well being, high luxury spending and travelling to same old locations, namely USA, UK and Continental Europe. Don't get me wrong, there is still yearning for high earning jobs, Waikiki beach, Louis Vuitton bags, Milano shopping and Michelin star restaurants, but there's also growing emphasis on more slow life style, free time homes, casual clothes, fishing and barbecues, trekking though quiet forests. "Land of lakes and forests" with its laid back, straight forward people seemed to offer that while "midnight sun" and "aurora lights" provided further attraction. The direct flight connections developed early on, helped lift Finland, too. Iittala and Marimekko became brand names with their own fans and Finnish industrial products received good reputation. The connection between Japan and Finland became wide spread and lively, Finland became a household word.

The old national symbols Sibelius, sauna and sisu are now well known words, some can even say "kiitos" and "kippis" and media reports every year when the real Santa Claus comes from Finland on Finnair plane. Finnish sports and arts have their own fans - Okko Kamu and Osmo Vänskä are as well known as Matti Nykänen and Mika Häkkinen. The other Mika, namely Mika Kaurismäki has his following even among Japanese movie makers like "Kamome Shokodu" showed. Finnish names show up even in the names of Tokyo shops that actually have no relation to Finland, same as French and Italian names earlier. After usual "Lumi"　and "Tonttu" and "Moomin" etc, local retailers and restaurants have got more innovative. I have seen for instance "Nelja", "Hyypia", "Hauska", "Kurkku" and "Erimakee". My favorite still is "Lava keskus", an accessory shop in Roppongi Hills. Of course, there are also those that probably do not intend to be Finnish like "Limapulu" and "Kamadoku", not to talk about "La Perse" (an Iranian restaurant in Osaka).

While the high level of social security and health care was admired early on, the real shock news came with the PISA study a few years ago that showed that Finnish teen agers were the best educated in the world, even better than Japanese in mathematics, the subject that Japan had ruled for years. Numerous government missions were organized to travel to Finland to study what is Finland's secret to success; countless books were written to explain same and life in Finland in general. Sometimes results could lead to wrong track, like the ad I saw in Yamanote train for "Finland juku" when all evidence showed that one of the success factors was NOT to have juku system that forced kids to study too much. Anyway, all this has created more lively connections between the academia in both countries, something that Finnish Institute and Tekes try develope further.

I have often wondered how long this positive image and special attention can continue. After all, Japanese consumers and media are famously fickle and bigger countries, cultures and companies have much more variety to offer, much more resources to invest into their promotion work. Just think about Italian food, French wines, American popular music, Australian beaches, Chinese prices. Even our Swedish neighbors can offer much of the same we do - plus brand named products like Volvo, Electrolux and Ikea, now even H&M. Still, somehow, interest to Finland has been holding up and it is important we all Finns and Finland fans here work together to keep it up.

In order to keep up the momentum, we need good co-operation between Embassy, its related organizations Institute, Tekes and Finpro, private business sector organized under Chamber of Commerce and wide array of pro-Finland friendship and culture organizations. We also need constant stream of good news from Finland to tell our large field of Japanese contacts.

Unfortunately, recently those news have not been all that good. In economy, Finland turned out last year with one of the worst falls in GNP (together with Japan). In business, our flagship companies have not able to report same good results as before。Even business in Japan has taken its toll and many companies have downsized Japan operation, some even closed up the shop all together. The biggest blow in that way, of course, is our No.1 global brand Nokia's decision to drastically downsize its Japan subsidiary. The effect of that is certainly felt even in the Roppongi pub were young Finnish "real men" get together once in the month.

Meanwhile, one claim to positive world attention, Finland's bold decision to be the first to resume building nuclear power to reduce CO2 emissions, has turned into an expensive mess and scandalous debacle with the French builder. Here again Japan interest would have been high with all the debate of the nuclear security and the need to build more new capacity to stay away from imported crude oil that is expensive, polluting and politically risky for the nation.

Last week Finnish Transport Workers' Union decided to start a port strike that has stopped all big volume exports and is now closing whole industries. This is causing tremendous damage to Finland's image as reliable supplier and nowhere more so as in Japan. In forest industry, we have just recovered from the long union dispute that led to closure of our factories for 7 weeks two years ago. Trying to put that catastrophe behind, we told our customers here that it was the last ever battle with the last hostile union in the country. Now we have another case in our hands. It will be a tough job to recover from this one: will the customers won back with hard work ever come back again? Even in general media, this certainly is not good for Finland's image as hard working people with commitment and reliability to deliver.

It seems we need to work that much more to build Finland image back again, then hopefully further up. I'm calling for all Chamber members to take up this challenge, same for Embassy, its related organizations and all friendship societies. Finland deserves it, business need it. Once the strike is over, let's put "hihat heilumaan"!