Finland’s foreign ministry wins crisis communication award over eye-pulling controversy

Finland’s foreign ministry has received a crisis communication award for its response to last year’s international backlash over viral images of Finns pulling their eyes to mimic Asian features, state broadcaster Yle reports.

The ProCom association of communication professionals recognised the ministry’s communication and national image department for its handling of the incident, which damaged Finland’s reputation—particularly in China, Japan, and South Korea. The controversy involved images of Miss Finland and Finnish lawmakers engaging in the gesture.

Judges praised the ministry’s swift and serious approach, noting that its crisis communication efforts helped calm the situation. The panel highlighted the “humble attitude” and a public apology from the prime minister as key strengths in managing the fallout.

The annual ProCom awards also named presidential communications director Mari-Kaisa Brander as communication professional of the year and Finnair’s communications director Päivyt Tallqvist as leader of the year.