The Finnish Formula with President Stubb: The Art of Happiness, Wellness, and Resilience in a Connected World

President Alexander Stubb and his wife, Suzanne Innes-Stubb, at Finland’s Happiness Day, Expo 2025 Osaka. Photo: Business Finland

Finland’s President Alexander Stubb undertook a high-profile visit to Japan from 8 to 12 June, combining diplomacy, economic cooperation, and cultural exchange. The visit culminated in the opening of Finland’s Happiness Day at Expo 2025 Osaka on 12 June, an event celebrating Finland’s values of happiness, wellness, and harmony.

Trade Winds and Tech Ties: Powering Finland-Japan Trade and Innovation

At the heart of President Stubb’s visit lay a clear and ambitious economic agenda: to deepen trade and business cooperation between Finland and Japan. According to the United Nations COMTRADE database, Finland’s exports to Japan totalled approximately USD 1.04 billion in 2024, while imports from Japan reached around USD 891.9 million.

President Stubb’s delegation included key figures such as the Minister for Foreign Trade and Development Ville Tavio and representatives from Finnish defence, technology, and cleantech sectors, highlighting the strategic importance of expanding commercial ties. The visit featured highlevel meetings with Japanese Prime Minister Shigeru Ishiba, business forums organised by Business Finland and the Japan Business Federation (Keidanren), and discussions with the Japan-Finland Parliamentary Friendship League.

These engagements aimed not only to promote Finnish exports but also to foster joint innovation, investment, and sustainable economic growth. President Stubb’s extensive network in the European Union and the United States further enhances Finland’s ability to serve as a gateway for Japanese companies seeking access to European markets and vice versa.

President Stubb’s Audience with Emperor Naruhito

A significant highlight of President Stubb’s visit was his formal meeting with Emperor Naruhito of Japan, symbolising the deepening friendship and mutual respect between the two nations. This meeting underscored the importance of cultural diplomacy in conjunction with economic and political cooperation.

Stubb’s Swing at Economic Resilience: Mastering High-Level Networking and Sporting Excellence

President Stubb’s diplomatic approach blends formal statecraft with personal rapport and a commitment to economic resilience. Earlier this year, during a visit to Florida, he met informally with former U.S. President Donald Trump, engaging in discussions over golf and meals that helped deepen their mutual understanding of global challenges, including security cooperation and economic opportunities.

This personal diplomacy complements Finland’s broader efforts to enhance the adaptability and sustainability of its economy through structural reforms, innovation, and international partnerships. President Stubb’s passion for sport, exemplified by his background as a European triathlon champion, reflects the discipline, resilience, and balance that inform both his wellbeing and his leadership style.

The President as a Wellness Warrior

Beyond diplomacy and economics, President Stubb embodies Finland’s cultural ethos of wellbeing. His disciplined exercise routine and status as a former European triathlon champion exemplify the Finnish belief that physical fitness and mental resilience are essential to effective leadership.

In a candid YouTube interview last year, https://www.youtube.com/watchv=qbNQwzScSbM&t=146s, President Stubb shares insights into balancing the demands of public life with rest, exercise, and self-care. He emphasises that happiness is cultivated through steady habits, moderate exercise, quality sleep, and nourishing food rather than fleeting indulgences.

President Alexander Stubb addresses the audience at Expo 2025 Osaka.

Insights from President Stubb’s Expo 2025 Opening Speech

At the opening ceremony of Finland’s Happiness Day at the Nordic Pavilion – EXPO 2025 Osaka, President Stubb reflected on Finland’s remarkable achievement as the world’s happiest country for eight consecutive years. He acknowledged the cultural nuances of Finnish happiness, quoting the national poet Eino Leino:

“Kel onni on, se onnen kätkeköön.” “If you have happiness, you should hide it.”

He explained that coming from a small country requires collective societal input and highlighted equality as a recipe for Finland’s success:

“I’m going to try to explain what the basis for Finnish happiness is. I dopersonally think that equality has been a recipe for success for Finland.”

This candid reflection captured the essence of Finnish wellbeing, rooted in equality, community, and a humble appreciation for happiness.

“Finland – even cooler than you think.” President Stubb

Harvia’s Finnish sauna at Expo 2025 Osaka, blending tradition with sustainability.

Sauna: The Heartbeat of Finnish Wellbeing

No reflection on Finnish happiness would be complete without the sauna. More than a tradition, the sauna is a sanctuary, a place for cleansing, reflection, and connection. At Expo 2025 Osaka, Finnish sauna innovation was proudly showcased by Harvia through the Kirami Oy FinVision® sauna, the genuine Finnish sauna at the exhibition. This solar-powered, low-energy sauna exemplifies how timeless tradition meets forward-thinking innovation while minimising environmental impact.

Deeply embedded in Finnish culture, the sauna offers not just physical cleansing but also a space for reflection, connection, and renewal, making it a powerful symbol of Finland’s holistic approach to health and happiness.

Lassi Noponen on Finland’s National Day Success

Lassi Noponen , Director General of Business Finland shared his enthusiasm following the Finland National Day reception at Expo 2025 Osaka, where President Stubb’s speech was followed by superb performances from Tuuletar and Käärijä, with Santa Claus and Moomins hanging around.

“Our National Day was organised by Business Finland, and a stunning 15,000 guests visit the Nordic pavilion every day. The Expo showcases Nordic strengths in sustainability, wellbeing & digital transformation.

He summed up his message in a haiku:

“Data claims we smile; trust and sauna forge progress. Haiku truths endure.”

Noponen’s haiku captures Finland’s unique blend of innovation, social trust, and the iconic sauna culture, which are symbols of Finnish wellbeing and connection.

Clockwise from top left at Expo 2025 Osaka: Käärijä and Tuuletar energise the stage with vibrant performances; President Alexander Stubb and his spouse, Suzanne Innes-Stubb, at Finland’s Happiness Day; and the Nordic Pavilion welcomes visitors.

A Message of Balance and Connection

President Stubb’s visit to Japan, his commitment to health, and Finland’s global wellness initiatives collectively tell a story of leadership that values a balance between work and rest, tradition and innovation, and diplomacy and culture. In a world often marked by division and haste, Finland’s message is refreshingly straightforward: happiness and health are not luxuries but essentials, cultivated through daily practice and shared experience.

The Finnish formula: harmony in life, strength in leadership, and hope for tomorrow.

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