As a brand, Santa Claus has one major flaw: He is only really valuable for a few weeks at the end of each year. In Finland, they’re trying to do something about this.
Petri Paarnio, director of Santa Claus Licensing, the firm that holds the rights to market the Santa Claus name in Finland, wants to see him bring joy to children’s hearts but also to generate business — all year round and all around the world, starting with China.
“Santa Claus is an icon. He stands for symbols like good health, solidarity, and values like giving without always expecting something in return,” he said.
Photo: AFP
Santa Claus Licensing and Finnish tourist authorities both feel the iconic brand could spawn a multi-million-euro industry including computer games, international events, theme parks and merchandising.
As it is, thousands of tourists flock each Christmas to the Arctic city of Rovaniemi, the capital of Finland’s northernmost Lapland region, in search of the “authentic” Santa Claus experience.
But the sparsely populated area, which claims the North Pole’s most famous resident as their own, is not content with only filling hotels, activity centers, stores and restaurants over the holiday period.
“Father Christmas is Finland’s best known brand but we’ve not made the most of his image as Finnish,” Parnio told AFP.
“Maybe because Christmas just takes place over a short period.”
HUGE POTENTIAL
Though the country is in the grip of recession and budgetary austerity, the Finnish parliament this month gave the green light for 300,000 euros (NT$12 million) in funding to promote Finnish Santa Claus in China.
“In Europe Christmas is traditionally seen as a short period. But in Asia Father Christmas could be promoted as a completely separate character,” said Paarnio.
Selling Santa has been made easier by national airline Finnair’s increased links between Helsinki and Asia.
“We’ve always had very large numbers of Japanese visitors but China, Hong Kong, South Korea and Singapore are growing in importance. And Russians fill the hotels after Christmas until early January.”
And the traffic has not just been one way.
For the past two years the white-bearded man of the north has made the trip from Rovaniemi to Fukushima in Japan to raise the spirits of children affected by the 2011 tsunami.
FINNISH SANTA
In contrast to the roly-poly American Santa, the Finnish variety has no black boots or belt but wears light brown boots made in Lapland, said Paarnio.
He also wears a long red cloak — not the red suit of the well-known American character — and sports a much longer white beard.
“The length of his beard is strictly regulated and he’s in much better health — he is slimmer — and moreover he doesn’t say ‘ho, ho, ho!’ like his US counterpart,” Paarnio added.
The challenge, however, will be to convince consumers that the Finnish Santa is the real thing.
But putting a price tag on his worth may be going a step too far — even for those who do it for a living.
“The concept of Santa Claus is not protected by copyright so its market value is next to zero,” said Mika Maliranta, head of research at the economic think-tank ETLA.
And trying to put a market value on Father Christmas may be seen as offensive in a country that takes the festive season very seriously.
“It might go against the values he stands for,” said Finnish stock market analyst Mikael Rautanen at Inderes.
“And maybe the Christmas period is commercial enough already.”
In late October of 1873 the government of Japan decided against sending a military expedition to Korea to force that nation to open trade relations. Across the government supporters of the expedition resigned immediately. The spectacle of revolt by disaffected samurai began to loom over Japanese politics. In January of 1874 disaffected samurai attacked a senior minister in Tokyo. A month later, a group of pro-Korea expedition and anti-foreign elements from Saga prefecture in Kyushu revolted, driven in part by high food prices stemming from poor harvests. Their leader, according to Edward Drea’s classic Japan’s Imperial Army, was a samurai
Located down a sideroad in old Wanhua District (萬華區), Waley Art (水谷藝術) has an established reputation for curating some of the more provocative indie art exhibitions in Taipei. And this month is no exception. Beyond the innocuous facade of a shophouse, the full three stories of the gallery space (including the basement) have been taken over by photographs, installation videos and abstract images courtesy of two creatives who hail from the opposite ends of the earth, Taiwan’s Hsu Yi-ting (許懿婷) and Germany’s Benjamin Janzen. “In 2019, I had an art residency in Europe,” Hsu says. “I met Benjamin in the lobby
April 22 to April 28 The true identity of the mastermind behind the Demon Gang (魔鬼黨) was undoubtedly on the minds of countless schoolchildren in late 1958. In the days leading up to the big reveal, more than 10,000 guesses were sent to Ta Hwa Publishing Co (大華文化社) for a chance to win prizes. The smash success of the comic series Great Battle Against the Demon Gang (大戰魔鬼黨) came as a surprise to author Yeh Hung-chia (葉宏甲), who had long given up on his dream after being jailed for 10 months in 1947 over political cartoons. Protagonist
Peter Brighton was amazed when he found the giant jackfruit. He had been watching it grow on his farm in far north Queensland, and when it came time to pick it from the tree, it was so heavy it needed two people to do the job. “I was surprised when we cut it off and felt how heavy it was,” he says. “I grabbed it and my wife cut it — couldn’t do it by myself, it took two of us.” Weighing in at 45 kilograms, it is the heaviest jackfruit that Brighton has ever grown on his tropical fruit farm, located