This year, Finland made a historic debut at the Lord Mayor's Show in London, marking the first appearance of a Finnish Float in this iconic procession. Organised by the British & Commonwealth Chamber of Commerce in Finland (B3CF) and supported by our members, the Finland Float brought a touch of Nordic magic to one of the UK's most celebrated traditions.
The festivities began on the 8th of November with the Silent Ceremony at London’s Guildhall, where the outgoing Lord Mayor, Professor Michael Mainelli, formally handed over duties to the incoming Lord Mayor, Alastair King DL, in a solemn and ancient ritual. This event, attended by a B3CF delegation, set the tone for the vibrant celebration that followed.
On the 9th of November, Finland joined over 140 other floats, each representing a facet of London’s vibrant cultural and business life. Finland’s theme, “Joulupukki is Comin' to Town,” brought the essence of Finnish Christmas to London, featuring Santa Claus (Joulupukki) as a cultural ambassador. This festive theme celebrated the enduring partnership between Finland and the UK, showcasing the resilience and warmth that define both nations.
With this theme, the float spotlighted Finland’s appeal as a winter destination, from the magic of Lapland to the enchanting Northern Lights. This was especially timely, as the UK emerged in 2023 as a significant tourism market for Finland, with British tourists showing a 12.5% increase in interest in Finnish destinations.
As the Lord Mayor’s Show reached an audience of over 2 million through BBC coverage, Finland’s participation brought invaluable visibility, reinforcing the City as a strategic entry point for Finnish enterprises aiming to establish a presence on the international stage. Embodying Finland’s festive spirit, Joulupukki presented special Christmas gifts, including a box of liquorice from Kouvolan Lakritsi for the Lord Mayor and a Moomin-themed tie for Dominic Reid, the Pageantmaster of the Show, courtesy of a B3CF member company, Moomin Characters. These thoughtful gestures celebrated Finnish culture and goodwill, adding a memorable Nordic touch to the occasion.
With SISU guiding the way, B3CF members—including Y-Säätiö, Kouvolan Lakritsi, Passiofy, MS Marketing, and Routa Digital—stepped up to support the Finland Float. Their backing provided not just financial support but also a strong vote of confidence in this vision, recognising the significance of showcasing Finland’s culture and business potential on such a prestigious platform.
Beyond the celebration, the Lord Mayor’s Show represents the City of London’s role as a gateway to global opportunities. Known as the Square Mile, the City is not only a financial centre but also a dynamic ecosystem where tradition meets innovation. For Finnish businesses seeking to expand, the City offers unparalleled resources, from financial networks to cutting-edge tech.
We extend our deepest gratitude to Finnish Institute UK and Ireland, International Nordic Walking Federation, and Football Association of Finland for their contributions to the success of this extraordinary event.
