# Finland's Strategy for Entering the Japanese Market The cultural impact and strategies of Finnish design in Japan - **Source:** [design archives | designboom | architecture & design magazine](https://brifing.si/source/11868f8d-1e20-41ac-bc2d-8c5af32d721b) - **Published:** 2026-09-04 - **Topic:** [Design & UX](https://brifing.si/c/design) - **Original article:** - **On Brifing:** https://brifing.si/s/9bd51ddc-eaf5-4bf4-b00d-f604ec932990 ## The Role of Finnish Design in Japan Elna Nykänen Andersson, Counsellor for Public Diplomacy and Communications at the Embassy of Finland in Tokyo, explains the impact of Finnish design in Japan. Design has become an important tool for expressing Finland's societal values and lifestyle on a global platform. Andersson emphasizes that design is more than just commercial exports; it is a cultural tool. ## Cultural Similarities Between Finland and Japan There is a natural harmony between Finnish and Japanese design philosophies. Both cultures value natural materials, human scale, and the elevation of everyday life. Finnish brands like Artek, Iittala, and Marimekko have created a lasting impact in Japan by aligning with local culture. ## Strategies for Entering International Markets Entering complex markets like Japan requires understanding that local appeal does not automatically translate internationally. Sustainable international growth depends on physical presence, deep listening, and finding local partners who share a common vision. ## UNESCO and Alvar Aalto's Legacy UNESCO has added 13 architectural works by Alvar Aalto to the World Heritage List. This decision framed Aalto's works not as individual achievements but as collaborative efforts with Aino Marsio-Aalto and Elissa Aalto. This was a significant step in reframing design history. ## Collaboration Between Artek and Hender Scheme The collaboration between Finnish brand Artek and Tokyo footwear label Hender Scheme reflects the fusion of two cultures. The combination of Artek's classic birch with Hender Scheme's vegetable-tanned leather brings a playful touch to timeless forms. ## The International Impact of Design When design is presented to an international audience, it offers a rare lens for understanding broader societal narratives. Finland's iconic works are used to explain national stories. ## Finnish Design Events in Japan The Embassy of Finland promotes Finnish design through events held in Tokyo. These events bring Finland's design philosophy and values to Japan. ## The Future of Design and Cultural Bridges The design collaboration between Finland and Japan highlights the importance of cultural bridges. This collaboration enriches the design philosophies of both countries, serving as inspiration for future projects. ## Sources covering this story - https://www.designboom.com/design/japanese-market-nordic-scandinavian-aesthetics-interview/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._