Finland rebrands: ‘Making happiness happen’

In the strategy, we underscore that Finland’s happiness is built on trust, equality, freedom and a society that works. While Finland is not a perfect country, it stands out internationally by, for example, giving people the space to live life on their own terms. These are the messages we want to share about Finland with the world,” Mikko Koivumaa, the board’s chair, said in the release.

Every year when Finland is declared the happiest nation on the planet, there is this counter argument about Finland’s problems. There are problems of course, Finland is not a perfect country, but the happiness index measures different things.

It makes sense to lean into this branding. With Indians, for example, I have been seeing a lot of celebrities making a trip to Rovaniemi. We could draw in more people.