The new study suggests attitudes towards Finland have shifted in a positive direction in the United States, Germany and Japan, for example.
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Finland’s image has remained largely positive in recent years. Image: Vesa-Pekka Hiltunen / Yle
Finland’s image has remained largely positive despite the uncertain global situation, according to the fresh edition of the “Finland through others’ eyes” (Suomi muiden silmiin) survey.
Differences between different countries’ views of Finland have, on the other hand, increased.
People have the most positive attitudes towards Finland in the United States, Germany and Japan, but the Nordic country’s image is more negative in Russia and China.
Finland’s membership in the Nato military alliance and security policy in general were both responsible for a degree of the country’s international media visibility in 2024.
Finland’s visibility in the world has stabilised at a higher level in the 2020s. According to the Anholt Nation Brands Index Finland was in 16th position, compared to 15th in the previous edition of the index.
During the 2010s Finland was in the 17th and 18th positions. The index is a broad comparison of views about Finland among people in more than 50 countries. It has been conducted annually since 2005.
Finland mentioned
The report noted that Finland was mentioned in international news headlines around 300,000 times last year. Before 2022, Finland was mentioned around 200,000 times annually.
Last year the topics where Finland was mentioned included a high willingness to defend the country, military expertise, Nato exercises and increased security co-operation between the Nordic countries. Towards the end of the year, incidents of damaged cables in the Baltic Sea also brought media coverage.
The majority of coverage of Finland was positive, but tragic events like the school shooting in Vantaa and stabbings in Oulu also impacted results.
The Vantaa school shooting affected coverage of Finland’s retention of its title as the world’s happiest country, according to the report. It has held the title for seven years in a row.
Happiness has begun to be seen as an established part of Finland’s national brand, along with education, good governance and environmental themes.
Famous Finnish figures
Politicians and sportspeople were especially visible in the coverage of Finland. President Alexander Stubb and former Formula 1 driver Valtteri Bottas were both quite prominent, as was Finland’s Eurovision contestant last year, Windows95man.
At the other end of the cultural spectrum, Finnish orchestral conductors were also the subjects of a fair amount of media coverage.
The Finland through others’ eyes report is published by the Finland Promotion Board, which manages efforts to improve Finland’s image abroad.
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