Moomin Grows Presence in Japan

Branded activations are set to hit the territory next year.

© Moomin Characters

The Moomin brand will continue to expand in Japan with a year of celebrations to coincide with the 100th anniversary of Finland’s independence followed by the opening of a new theme park.

First, the brand has partnered with a number of Japanese cultural institutions to host commemorative events throughout 2017, including a concert from Tampere Philharmonic Orchestra and an exhibition of Finnish art and design.

There will also be a new Moomin puppet musical for children, developed specifically for the Japanese market, and in-store Moomin events and activations at department stores across the country.

“Moomin is so popular in Japan thanks to its unique positioning as a property from the world of Scandinavian art and literature,” says Takumi Nakayama, director, Tuttle-Mori Agency, Moomin’s licensing agent in Japan. “While the Moomins’ values are universal, there is much in the brand’s origins and in Finnish culture and way of living that is of interest to Japanese fans. It’s this fascination with the cultural context of the creation of the Moomins that led us to our strategy of maximizing opportunities around the Finland centenary and further educating fans about the life of Tove Jansson.”

Additionally, the first Moomin theme park outside of Finland will open at Lake Miyazawa in the Greater Tokyo Area. Metsä, meaning forest in Finnish, will include two zones–a Moomin zone and a public zone. The Moomin zone will allow visitors to immerse themselves in the Moomin family world while the Public zone will aim to replicate the Finnish atmosphere and environment.

“We’re so proud that the themes of love, tolerance and adventure explored in Tove’s work continue to resonate across the world and to be embraced by new countries and cultures, and are very excited for what the coming year has to bring,” says Roleff Krakstrom, managing director, Moomin.