Very Finnish Problems was created by British Helsinki resident and author Joel Willans in 2016. Originally launched to win a playful bet, it is now one of Finland's most popular social media brands. With over a million fans on 5 social channels, VFP's content reaches an average of 10 million plus people, globally, every month.
Specialising in humour and insights related to life in Finland, Joel and his team create social content from memes and infographics to podcasts and video, which connect with a truly global audience. VFP's most popular video has been viewed over 15 million times and its content has been published and quoted by media worldwide, including The Washington Post, Bild, The New Zealand Herald, Mental Floss, The Bangkok Post and Helsingin Sanomat.
In 2017, Gummerus published Joel's best-seller 101 Very Finnish Problems: A Foreigner's Guide to Surviving Finland. A year later this was followed by the sequel More Very Finnish Problems: An Even More Essential Guide to Surviving Finland. These days, Joel is a popular keynote speaker, regularly appears on Finnish TV and writes for media such as The Sunday Times and Yle.
Now to help Very Finnish Problems fans showcase their love for the land on top of the world, we’ve launched the Very Finnish Problems shop. Here, you’ll find new uniquely designed Very Finnish Problems merchandise every week.
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