Finland launched the Metsä Pavilion, a platform for Finnish businesses on the compound of the Finnish Embassy in Tokyo, in October 2020. Finland is known for its innovative spirit and creativity, combined with the use of high-end technology. Understandably, these positive attributes have been in high demand during the COVID-19 pandemic and the several state-of-emergencies in Tokyo.
Finland has successfully used the pavilion in a so-called hybrid mode throughout the year. B2B and matchmaking events have taken place, combining small gatherings at the pavilion and linking them virtually to audiences Finland. The pavilion has also provided attractive content to journalists and been a location for numerous media interviews and TV shows as well as VIP visits.
Metsä Pavilion, a “Home of Finland”, was one of the only three National Partner Houses operating during the Olympics and Paralympics in Tokyo. The President of Finland for example held virtual meetings with both the Finnish Olympic and Paralympic Team with the help of the Pavilion.
Although the Covid situation halted large-scale public events in Tokyo this summer, the Pavilion was able to safely host small groups of guests. To them the pavilion tours offered a chance to hear about Finnish innovation solutions, design and of course – sauna. During the Olympic and Paralympic Games the Pavilion also displayed Olympic paraphernalia such as the Finnish teams’ outfits, artwork inspired by the athletes and messages of encouragement to the Finnish athletes from Japanese school children.
As large visits have been restricted in Tokyo, Finland started pavilion tours to present the Finnish solutions to public. Tours were tweaked with an Olympic twist during Games until the start of emergency period.
Published: October 2021