Finland’s New Ambassador to the Philippines Reveals Secrets to Happiness and Strengthens Bilateral Ties

Finland has long been celebrated as the happiest country in the world, a title it has held for an unprecedented seven consecutive years. During a press conference at the Shangri-La Resort and Spa in Lapu-Lapu City, newly appointed Finnish Ambassador to the Philippines, Saija Nurminen, shared key insights into why Finland consistently tops the World Happiness Index.

Nurminen emphasized that life satisfaction, not just the country’s climate or wealth, is a major factor. “Regardless of the climate we have up north, it’s our everyday life, our administration, and our proximity to nature that contributes to our happiness,” she said. “People in Finland are very content with their everyday life—no big problems, nothing fancy. It’s about simplicity, peace, and stability.”

The Role of Nature, Contentment, and Life Satisfaction

In her address to local media from both mainstream and digital outlets, Ambassador Nurminen explained that Finland’s close relationship with nature plays a vital role in fostering happiness. Surrounded by forests, lakes, and a serene environment, Finns find solace and satisfaction in the simplicity of their daily lives. 

This, combined with a strong social welfare system, transparency, and trust in the government, forms the foundation of the nation’s consistent ranking as the world’s happiest country.

Despite Finland’s cold and dark winters, Nurminen stressed that these external factors don’t dampen the overall happiness of the Finnish people. “Finns have learned to embrace the natural environment, adapt to the changing seasons, and make the most of their circumstances,” she noted.

The Growing Filipino Community in Finland

Ambassador Nurminen also touched upon the growing presence of the Filipino community in Finland, noting that Finland’s relatively small population of approximately 5 million has led to a labor shortage. While Finland is a haven for those seeking quality of life, it is also facing a growing demand for skilled labor.

However, Nurminen was careful to mention that she couldn’t yet pinpoint other specific industries facing such demands. “We are still assessing other sectors where there may be opportunities for collaboration,” she said, emphasizing that the focus on IT and healthcare was due to the rapid growth of those fields around the globe.

On a positive note, she praised Filipinos working in Finland, highlighting their adaptability and determination to learn Finnish, a language known for its difficulty. “Filipinos are doing exceptionally well in Finland. Their ability to quickly adapt to a new environment and learn the language is commendable,” she added.

Tourism and Bilateral Relations: A New Era of Collaboration

Ambassador Nurminen also addressed the tourism landscape between Finland and the Philippines. Currently, there are no direct flights between the two countries, which limits the flow of tourists. 

Despite this, Finnish travelers frequently visit the Philippines, particularly for outdoor adventures like diving and exploring nature. “We don’t yet have tour packages between our countries, but I believe there’s tremendous potential for tourism, especially given the beauty and adventure the Philippines offers,” she remarked.

Under her leadership, one of the initiatives to boost bilateral relations includes organizing sporting events. A noteworthy example, as she mentioned, is a recent football tournament in Helsinki, where a girls’ team from the Philippines emerged victorious. “This sporting exchange exemplifies the shared values between our nations—competition, teamwork, and friendship,” Nurminen explained.

Celebrating 25 Years of Diplomatic Ties

In 2025, the Philippines and Finland will celebrate 25 years of diplomatic relations. Ambassador Nurminen expressed her excitement about this milestone and reaffirmed her commitment to strengthening the bilateral ties between the two countries.

“During this special year, we aim to further enhance our cultural, educational, and economic exchanges. Finland values its strong relationship with the Philippines, and we are eager to build even stronger partnerships moving forward,” she shared.

A Stronger Bilateral Future: Business and Cultural Bridges

At the same event, Honorary Consul of Finland in Cebu, Jose Franco Soberano, emphasized the importance of bridging business opportunities between Cebu and Finland. He noted that his office’s efforts are focused on creating more awareness about Finland’s innovations, particularly in green energy, digitalization, and sustainability, to the local business community.

“We have a lot to offer in terms of green technology, digital infrastructure, and sustainable solutions. At the same time, we are eager to learn from the dynamic business environment in Cebu and the vibrant Filipino culture,” said Soberano.

He also expressed optimism for continued collaboration with Ambassador Nurminen, highlighting the growing ties between Finland and the Philippines, especially in the Visayas region. “We are excited about working with Ambassador Nurminen and the Finnish government to open new doors for Finnish businesses, as well as promote exchanges in culture, education, and technology,” Soberano concluded.

Ambassador Saija Nurminen: A Career in Diplomacy

Ambassador Nurminen brings a wealth of experience in international diplomacy to her new role. Having assumed her position in September 2024, she brings decades of experience in foreign relations, including leadership roles at Finland’s Ministry for Foreign Affairs. She has served in Finnish embassies in Berlin, Washington, and Geneva, as well as in Brussels at the Permanent Representation of Finland to the European Union.

Before her appointment as Ambassador, Nurminen was the Director of the Personnel Unit at Finland’s Ministry for Foreign Affairs. Her diplomatic career began in 2003, and she has been instrumental in strengthening Finland’s international presence.

As a lawyer by profession, Nurminen is also deeply passionate about education, diplomacy, and bridging cultural divides. She is married, has two daughters, and describes herself as a proud cat owner of two dog-sized cats, adding a personal touch to her professional narrative.

Looking Ahead: A Bright Future for Finnish-Philippine Relations

The Finnish Consulate in Cebu is optimistic about the future of bilateral relations between the two nations. With Ambassador Nurminen at the helm, Finland is eager to engage further with the Philippines in areas such as green transition, energy, digitalization, and sustainable development.

As both countries work toward strengthening these areas of cooperation, the future looks bright for Finnish-Philippine relations, promising not only increased trade and investment but also deeper cultural and educational exchanges.

In the coming years, the Philippines can expect a growing collaboration with Finland, built on shared values of sustainability, innovation, and mutual respect. With leaders like Ambassador Nurminen, this partnership is poised to thrive, bringing lasting benefits to both nations.