MOOMIN, COTTAGECORE, AND THE RETURN TO PEACEFUL LIVING: A CULTURAL DIPLOMACY CASE STUDY OF FINLAND AND JAPAN
DOI:
https://doi.org/10.24193/subbeuropaea.2025.2.02Keywords:
Moomin, Cultural Diplomacy, Japan, Finland, CottagecoreAbstract
From their origins as a children’s book series by Tove Jansson, the Moomins were turned into Finnish national identity symbols and literary exponents of soft power. Their popularity in Japan, particularly through early TV adaptations and merchandise, offers a case study in how cultural exports can forge transnational links. The study highlights how the Moomins’ aesthetic and values resonate with Japan’s cultural sensibilities and Finland’s nation branding as a peaceful, nature-oriented nation. The study also addresses the recent re-popularization of the characters and their tales within the “cottagecore” phenomenon, bridging nostalgia and modern soft power agendas.
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