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Blog 03.02.2022

Finnish happiness in the heart of Tokyo

Noora Sirola & Koichi Numata

noora.sirola (at)
koichi.numata (at)

Colorful pebbles waiting for their paint to dry, Moomin hiding around the corner, happy cheering of a Mölkky match, a gentle wind blowing through a Finnish forest, making the delicate paper boats dance in the air… It is difficult to believe we are in the heart of bustling Tokyo.

Following the popular events in 2020, Visit Finland organized a travel week in Metsä Pavilion at the premises of the Embassy of Finland in Japan for the second time in November 2021. “6 Suomi Secrets” invited Japanese guests to discover their Finnish happiness through experiencing several fun activities in the decorated wooden pavilion.

The travel week was organized together with 11 partner companies from Helsinki, Coast & Archipelago and Lakeland. Metsä Pavilion was divided into three areas, in each of which visitors could try some authentic activities of each region to feel Finnish happiness. From mixing your own sauna scrub to flower wreath crafting and painting your own happy stone mascot, the event offered Finnish moments to enjoy with all five senses. Marimekko garments hanging from the ceiling, Iittala candle holders decorating the shelves and Moomin lights lighting up the way completed the Finnish experience.

High media attention

6 Suomi Secrets concept was launched to media through proactive PR work together with local PR agency. The travel week kicked off with a media day, with around 40 Japanese media representatives and influencers gathering to find their inner Finnish happiness. One of highlights for media was live mediation session with Finnish sauna healers in Tampere. The two-phased PR launch exceeded expectations and resulted in 68 articles. In the evening, up to 60 sauna influencers gathered for a networking event in the Pavilion.