The Finnish missions and embassies report that following the application for NATO membership and Russia’s full-scale invasion of Ukraine, Finland’s political leaders featured prominently in the international media. In 2021, it was Finnish athletes who received most mentions in the international news media, but last year President Sauli Niinistö, Prime Minister Sanna Marin, and Minister for Foreign Affairs Pekka Haavisto rose to the top of the list alongside athletes.

Finland’s image grew stronger in 2022. Finland has had remarkable visibility in foreign media, and news about Finland has met with an exceptionally positive reception. In particular, opinions about Finland’s government and people have become even more positive. Increased familiarity with Finland is important as the country seeks ways to influence the world, according to the Country Image Annual Report, published by the Ministry for Foreign Affairs.