ONE CAN DREAM
OPENING SCENE: Helsinki office, late afternoon. Coffee mugs everywhere.
TARA: “So, highlights of the year? Definitely Japan.”
KALLE: “Yeah. The fact that we partnered with the World Expo 2025 in Osaka is huge. Six months in the spotlight, outfitting the Nordic Pavilion staff—Finland representing in comfort and style.”
MINNA: “I loved Japan. And I’ve never seen anyone treat shoes with such quiet respect. They lined them up like art pieces.”
MINNA: “Japan and Finland have that same rhythm. Calm, design-driven, nature-loving. And their Moomin obsession is next-level.”
TARA: “I just saw a Moomin on the cover of Vogue Scandinavia! Confession time. I’m... a bit scared of the Moomins.”
KALLE: laughing “Scared? You?”
TARA: “Yes! They looked too calm. Like they knew something I didn’t. I was a nervous kid!”
MINNA: “They do know something, maybe even everything there is to know about life. You definitely missed out. The Moomin stories are about life changing, people coming and going, and still finding peace in the valley. Tove Jansson wrote about storms, loneliness, curiosity, friendship—real stuff disguised as children’s tales.”
TARA: “Okay, feeling major FOMO now.”
KALLE: “So… if we’re talking about Finnish icons that move hearts and souls—should we? Could we… do something with the Moomins?”
TARA: “Like a collab? But they don’t even wear shoes.”
MINNA: “Maybe they should.”
KALLE: “Maybe they will.”
At that exact moment, three Japanese tourists walk into the store. One of them is wearing Moomin socks. Another has a tiny Moomin hanging from her backpack.
MINNA: “Now if that’s not a sign, I don’t know what is.”
TARA: smiling “Maybe the Moomins really do know everything.”
KALLE: “Or at least where this story’s headed.”
(Some ideas are just too good not to explore.)
A little Moomin 101 for the uninitiated
The Moomins were created by Finnish author-illustrator Tove Jansson (born 1914 in Helsinki, a Swedish-speaking Finn). The first book, The Moomins and the Great Flood, was published in 1945—making 2025 the 80th anniversary of the Moomins. The setting and mood were inspired by Finland’s landscapes: rocky islands, deep forests, sea storms, and long summers—all drawn from Jansson’s childhood on the Finnish archipelago.
What the Moomins are (and stand for)
The Moomins are round, white, hippo-looking trolls who live in Moominvalley, a peaceful place that welcomes everyone. Their home, the Moominhouse, is a symbol of belonging and open-hearted hospitality—a place where no one is turned away. Beneath the charm, the stories explore change, courage, curiosity, friendship, and homecoming—themes that mirror the post-war world in which they were written.
Each character represents a way of seeing life:
Moomintroll: curious, kind, always learning
Snufkin: freedom and wanderlust
Little My: honesty and chaos
Moominmamma: unconditional love and calm
Snorkmaiden: creativity and care
Cultural reach
The Moomins are a national treasure in Finland and a cultural phenomenon in Japan, where cafés, theme parks, and trains are dedicated to them. Translated into over 50 languages, their stories still carry Tove Jansson’s gentle message: take care of each other, love nature, and don’t fear change. This 80th year celebrates the Moominhouse—and what it stands for: home, safety, and the art of welcoming the world in.
More info: Visit Finland, Moomin Characters Ltd, ToveJansson.com, and the Moomin Museum.
