An expert in China's market, Jari Vepsäläinen, highlights that Finland risks becoming merely a source of raw materials for China if it does not improve its product branding. Having lived in China for over four decades, Vepsäläinen emphasizes that Finland has good opportunities to compete, especially as European leaders are turning their attention to China amid shifting global trade dynamics influenced by U.S. policies. He urges Finnish companies to learn about branding to capitalize on these opportunities.

The article further outlines the significance of Prime Minister Petteri Orpo's recent visit to China in January, aimed at strengthening bilateral relations and promoting Finnish exports. Traditionally, Finland has relied heavily on the U.S. and European markets, but Vepsäläinen advocates for diversifying trade partners across continents to mitigate risks associated with over-reliance on a few markets. He suggests that without greater initiative in branding, Finland's trade may remain limited to commodities rather than value-added products.

Overall, enhancing branding capabilities is deemed crucial for Finland if it wishes to expand its foothold in the burgeoning Chinese consumer market. As competition intensifies, including from other Nordic countries, the need for strategic and effective branding becomes paramount to ensure that Finland does not fall behind and is recognized as a key player in the high-value segments of the market.