Finland, a minor player on the international arena and burdened with the tag of ‘Finlandization’ during much of the post-WWII period, has won surprisingly positive visibility and a strong nation brand in the far-off Japan in the 2000’s. How has such a transformation of a small state’s reputation been possible?

In this episode, Dr. Laura Ipatti, Postdoctoral Researcher at the unit of Contemporary History, University of Turku, tackles this question by introducing the findings of her Doctoral Dissertation, titled From Finlandization to Finland Boom. Finland’s Public Diplomacy in Japan, 1962–2003. In her study, Ipatti looks at the actors, means and motives that have participated in ‘making Finland known’ in the economic and cultural powerhouse of post-WWII Japan.

After the lost war against the Soviet Union, Finland was obliged to conclude an agreement of Friendship, Cooperation, and Mutual Assistance with Moscow but, against the odds, stayed a liberal democracy and a market economy that chose neutrality as a foreign policy line. To showcase the willingness and trustworthiness of the Finnish leaders and the society alike to Western cooperation, the Finnish government started an intense image campaigning to secure an access to the Western markets and political dialogue. These efforts at influencing foreign perceptions of Finland targeted even Japan, a member of the US-led bloc in the Cold War.

Today, the legacy of this campaigning is still visible, for example in the Japanese fashion trend called ‘Finland Boom’. But will Finland's appearance at the upcoming Expo 2025 in Osaka this spring build on the old ideals, too?

The episode is hosted by Dr. Outi Luova, Centre for East Asian Studies, University of Turku, Finland

Laura Ipatti: From Finlandization to Finland Boom. Finland’s Public Diplomacy in Japan, 1962–2003. University of Turku, Dec 2024.

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