Last year, a significant news spike involving Finland that gained international attention was linked to beauty queen Sarah Dzafcen and members of the Finns Party for their racist images, which ultimately led to an apology from Prime Minister Petteri Orpo. The controversy was particularly prominent in East Asia, where it became one of the most read stories in major media outlets towards the end of the year. This phenomenon is highlighted in a report by the Finland Promotion Board, which gathered international perception studies, media monitoring, and insights from Finland’s foreign missions.

The racist images involved notably offensive gestures that are universally recognized, and reports on this situation made headlines globally, with the highest visibility achieved in South Korea, Japan, and China. In China, the discourse primarily took place online, where it garnered significant traction and sparked widespread discussion. The fallout of this incident reflects the complexities of Finland's national image, especially regarding issues of racism and international perception.

This incident raises important questions about how Finland is perceived on the global stage, particularly regarding racial attitudes and the behavior of its public figures. As a reminder of ongoing issues with racism, it also impacts diplomatic relations and the nation's promotion efforts abroad. The widespread reaction in Asia highlights the differing responses to racism and cultural sensitivity in various global contexts, which could inform future strategies for promoting a positive image of Finland internationally.