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Published on : Monday, May 9, 2016
The sister city co-operation between Helsinki and Beijing has spawned ten Chinese New Year events in Helsinki and Moi Helsinki, a series of events that is now arranged in Beijing on 13–15 May. In addition to the culture-centred main event, there are a number of side events that start on 11 May. The side events present the top know-how of selected Finnish industries and market Helsinki as an unique travel destination.
Moi Helsinki is one of the biggest events ever marketing Helsinki and Finland in China. The main event that presents music, dance and other Finnish artistic and cultural elements is arranged at the Xidan square in central Beijing. The place where the outdoor event is arranged is one of the most central squares of the Chinese capital.
“Helsinki is presented with a unique opportunity to enter the heart of Beijing and hopefully the hearts of the citizens visiting the event as well. I believe that our close co-operation especially in the field of culture has made it possible for us to use the very central Xidan square as the main venue of our event”, says Mayor Jussi Pajunen, who is also attending the event.
Opening doors for cultural export and business cooperation
An objective of Moi Helsinki is to promote the visibility of Finnish culture and to give artists the opportunity to network in the fast growing cultural market of China.
“The high-grade artist group of some 60 persons includes the likes of accordion artist Kimmo Pohjonen and dancer Tero Saarinen, who performs Beijing opera as well. Naturally we also bring along the Moomin characters and Santa Claus, loved by the Chinese as well”, tells Cultural DirectorStuba Nikula.
City of Helsinki City Executive Office www.hel.fi 2 / 3 Also to be seen in Beijing is a fashion show, produced in co-operation with the Aalto University. The show features dresses by ten designers who are students and alumni of fashion design, who have been successful, for example, in the Hyères Festival of Fashion.
Moi Helsinki also consists of side events relating to business and tourism, the aim of which is to promote the business activities of Finnish enterprises in China and to enhance the attractiveness of Helsinki as a travel and investment destination.
“This is a unique opportunity to open new doors for companies in Helsinki and in our entire country on the Chinese markets. More than 50 Finnish companies are participating in Moi Helsinki through partnership contracts and satellite events, ranging from the maritime industry to indoor air technologies”, says Director of Economic Development Marja-Leena Rinkineva.
For example, China’s One Belt, One Road initiative and the 2022 Winter Olympics in Beijing open new exciting business opportunities for Finnish companies. The themes of the five Moi Helsinki satellite events focusing on business are the quality of indoor air, constructing winter sports arenas, arctic maritime industry, start-up entrepreneurship and Helsinki as a travel destination. The events are organised by Finpro, the City of Helsinki, Slush China and several business partners. The seminar on winter sports construction is also co-hosted by the Finnish Ice Hockey Association and HC Jokerit.
High expectations for tourism
The timing of the event is excellent in terms of the tourism business. Last year, the number of overnights by Chinese visitors grew in Helsinki by 41 per cent and the popularity of Helsinki’s new stopover packages, aimed especially at the Asian markets, is expected to grow rapidly.
The Chinese have become the biggest and top-consuming tourist group in the world, which is expected to nearly double in size before 2020, compared to a 100 million in the current situation.
The main organizers of Moi Helsinki are the City of Helsinki and the Beijing Municipal Government. Main producers of the event are the City of Helsinki Cultural Office and the Beijing Municipal Bureau of Culture.
The satellite events have been organized by the City of Helsinki Executive Office, Merit-project, Finpro – Beautiful Beijing, Finpro – Visit Finland and Stopover Finland, and Slush China. Helsinki Marketing Ltd coordinates the communications and marketing of the event.
The content partners are the Finnish Ministry of Education and Culture, the Finnish Ministry for Foreign Affairs, the Finnish Ministry of Employment and the Economy, Finland-China Society, Helsinki Business Hub, Aalto University, University of Helsinki, Finnanimation, AV-arkki, KONE Centennial Foundation, Helsinki Vocational College, Ace-Production, China National Theatre for Children ja National Academy of Chinese Theatre Arts.
The main partners of Moi Helsinki are L-Fashion Group, Moomin Characters, Tikkurila and UPM.
Business partners include Finavia, Finnair, Fun Academy, Genelec and Tallink Silja. (in alphabetical order)
Also AuroraXplorer, Helsinki Distilling Company, Sinebrychoff and Stora Enso are cooperating with Moi Helsinki.