Finland known for racism issues and Alexander Stubb’s diplomacy dominated international media coverage in 2025, according to the latest report by the Finland Promotion Board. The analysis highlights how a single controversy can eclipse broader narratives while underlining Finland’s growing visibility in security and cultural diplomacy.
The report, Finland Through Foreign Eyes 2026, compiles data from international reputation surveys, media monitoring, and observations from Finnish missions abroad. It shows that foreign outlets published roughly 240,000 headlines mentioning Finland or Finnish citizens in 2025. While this represents a decrease of 60,000 from 2024, coverage remains above pre-2022 averages, reflecting continued global interest.
Security policy remained the dominant theme for the fourth consecutive year. Analysts note that international reporting consistently framed Finland as a model in comprehensive security, particularly on Nato’s eastern flank. Coverage highlighted Finland’s preparedness in relation to Russia, and many outlets positioned Finland as a country from which others seek lessons on national defense and resilience.
Former Prime Minister Alexander Stubb emerged as the most visible Finnish figure internationally. He received approximately 123,000 mentions in global media, up 75,000 from the previous year. His diplomacy, including discussions with US President Donald Trump and involvement in Ukrainian peace efforts, garnered particular attention. Several European media sources labeled him a “Trump whisperer,” highlighting his perceived influence in international negotiations.
Other Finnish leaders also featured prominently, though at a smaller scale. Prime Minister Petteri Orpo received around 20,000 mentions, Foreign Minister Elina Valtonen 18,600, and Eurovision representative Erika Vikman 15,800. Their coverage focused on political, cultural, and entertainment roles, reflecting Finland’s multifaceted presence abroad.
Despite the emphasis on security, the single largest media spike concerned a racism controversy late in the year. The incident involved former Miss Finland Sarah Dzafce and several Finns Party MPs, who circulated images widely perceived as offensive toward Asians. Social media amplified the content rapidly, and coverage soon reached mainstream outlets.
The scandal generated substantial attention in Japan, South Korea, and China. Hundreds of articles appeared in Japan and South Korea, including prime-time television reports. In China, the debate spread widely across social media platforms, particularly Weibo. Tens of thousands of online comments directly linked Finland with racism during the episode, prompting Prime Minister Orpo to issue formal apologies in Chinese, Japanese, and Korean.
The incident illustrates how a single controversy can overshadow broader national achievements, yet most international coverage of Finland remained neutral or positive outside this episode.
Reputation surveys cited in the report show that Finland continues to be associated with nature, good governance, equality, education, and human rights. Among residents of G7 countries, Finland ranked fifth in positive perception, following Switzerland, Canada, Norway, and Sweden. The Anholt Nation Brands Index also reported a rise in Finland’s overall score, with recognition moving up two places to 35th among 50 countries surveyed.
Foreign reporting frequently highlighted education and happiness as defining features of Finland. Articles emphasized the country’s model school system, including policies restricting smartphone use in primary classrooms, and Finland’s repeated ranking as the world’s happiest country. Factors cited included security, trust, equality, healthcare, social protection, and cultural elements such as sauna traditions.
Sports and culture further bolstered Finland’s international profile. North American media extensively covered motor racing drivers Valtteri Bottas and Kalle Rovanperä, basketball player Lauri Markkanen, and ice hockey stars Mikko Rantanen and Aleksander Barkov. Hockey tournaments involving Finnish teams reached wide audiences in the United States and Canada.
Cultural events were also noted, though less prominently. The 80th anniversary of the Moomins drew coverage in Europe and the United States, including a New York exhibition. Eurovision coverage highlighted Erika Vikman’s performance across Europe, maintaining Finland’s visibility in entertainment sectors.
Foreign media also reported on domestic social issues. Outlets in Japan, Iran, and Romania examined Finland’s mental health statistics, drug use trends, and public finance management. Coverage often contrasted these challenges with Finland’s broader image as a content and well-governed society, demonstrating a nuanced understanding of the country’s social realities.
The report concludes that Finland’s international profile has increasingly shifted toward security and diplomatic influence. At the same time, the rapid spread of the racism controversy shows how quickly reputational risks can escalate across continents. Analysts suggest that careful public diplomacy and strategic communication remain critical for maintaining Finland’s global standing in an era of instant news and social media amplification.
