A negative news story related to Finland gained significant international attention last year, centered around a racism scandal involving Miss Finland Sarah Dzafcen and photos perceived as racist taken by members of the True Finns party. This incident became the most noted spike of Finnish news in the year, showcasing Finland's exposure on a global scale. The images and the resultant public outcry drew extensive media coverage from around the world, especially in South Korea, Japan, and China, representing a significant international reaction.

The report by the Finnish Ministry for Foreign Affairs, titled 'Finland Through Others' Eyes 2026', highlighted how these images were disseminated widely across various media platforms, including print, online, and television news. Social media also played a crucial role, with tens of thousands of comments made regarding Finland and its handling of racism. The widespread indignation from this scandal speaks to the global sensitivity around issues of race and representation, and how quickly such matters can escalate into international incidents.

In response to the backlash, Finnish Prime Minister Petteri Orpo publicly apologized, which resulted in over 13 million views on the social media accounts of the Finnish embassy in Tokyo. This incident not only highlights Finland's place in the global dialogue on race but also the power of social media in shaping public perception and the need for diplomatic sensitivity. The embassy in Tokyo reported receiving numerous hostile phone calls following the incident, illustrating the immediate consequences of the media storm and the urgent need for Finland to address perceptions of racism from an international perspective.