Finland's Official 'Image Department' Dismantled; Director Cites Risk

Finland's Ministry for Foreign Affairs is dissolving its century-old communications and public image department, a unit that has shaped the nation's international reputation and communicated its foreign policy for over 100 years. The ministry's communications functions will now be centralized within the Prime Minister's Office.

Mikko Koivumaa, the outgoing communications director, reflected on the department's legacy and recent challenges. He described a recent "eye-stretching" controversy involving Finnish politicians as having caused exceptional damage to Finland's image, particularly in East Asia. Koivumaa believes Finland's primary global challenge is not its reputation but rather its lack of widespread recognition, noting that those who do know Finland generally view it favorably.

Koivumaa expressed that the "eye-stretching" incident was an unnecessary reputational harm. He recalled the 1975 Helsinki Summit (CSCE), which brought a significant international media presence to Finland and generated substantial work for the foreign ministry's communications team. The director chose not to elaborate on his personal frustrations while managing crisis communications during the controversy.

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The biggest challenge for Finland in the world is not its reputation but its recognition, because those who know Finland generally view it positively.