Finland Times

 

 

A series of Pure Finland events was launched on Thursday in Beijing, presenting Finland widely for Chinese target groups to attract Chinese to visit Finland.

 

A press release of the of foreign affairs ministry said, the first event featured Fiskars (Iittala), Marja Kurki, Reima and Suunto.

 

The goal of Pure Finland is to strengthen Finland's country brand and the brand of Finnish organizations in China, especially in Beijing, it said.

 

The Chinese consumers' growing requirements for high-quality products and the increasing interest among Chinese people to improve their quality of life create a favourable base for Finnish brands, it said.

 

Over 300 Finnish enterprises are already operating in China, but only few Finnish consumer brands are known there.

 

"Competition on the Chinese market is tough. Our aim is therefore to build Finland's country brand in cooperation with other actors so that it is better suited to supporting the efforts of enterprises and other Finnish organizations in China," said Jari Gustafsson, Finland's ambassador to China.

 

The events present Finland as the destination for tourism, investments and study, and introduce the Finnish creative industry, music and design as well as Finnish consumer brands, innovations and start-ups.

 

The project brings together nearly 30 Finnish organizations, including ministries, enterprises, universities and cultural actors. Its patron is Prime Minister Alexander Stubb.

 

The main partners of the Pure Finland project are Finnair, KONE, Nokia, the University of Helsinki, and the Finnish Tourist Board. The other partners are Fiskars (Iittala), Marja Kurki, Metso, Reima, Stora Enso, Tekes, Suunto, TLD Registry and UPM.

 

Cooperating in the project are the Ministry for Foreign Affairs, the Ministry of Employment and the Economy, the Ministry of Education and Culture, the Ministry of the Environment, Aalto University, CIMO, Finpro (Cleantech Finland), Digile, Finnish Business Council Beijing, Golden Bridge, Helsinki Arts Initiative, Invest in Finland, Rovio and Slush.