On May 28th, over 100 professionals, business leaders, and marketing experts from across the Nordic community came together in Shanghai for Nordic Marketing Day 2025—the largest Nordic-focused marketing event in China. The event was proudly hosted by Nordic Friend, FinnCham China, SwedCham China and the Norwegian Business Association (NBA).

The goal of Nordic Marketing Day is to bring together like-minded professionals who share a passion for marketing in China and a deep curiosity for understanding today’s evolving consumer landscape. We gathered together three strong panel discussions, each focusing on different topics, to really get a deep dive. Our panels tackled themes such as ESG, the growing influence of AI in marketing and how Nordic identity can be a strategic advantage in branding.

Nordicness panel discussion, Malin Hammarén as the moderator

One of the standout themes of the day was the growing recognition of Nordic identity in China. Brands want to highlight their unique and strong features that Nordic countries are known for: Sustainability, Innovation and Simplicity. As Malin Hammarén, General Manager for Swedcham China said: “Nordicness is much more than a label.”

I fully agree. Nordicness is a mindset — one that embraces less is more, and prioritizes progress over pressure. In a Chinese market known for its speed, intensity, and constant change, the Nordic approach offers a refreshing point of view. A great example came from Vivian Tang, Marketing Director at IKEA Shanghai, who shared valuable insights on value-added storytelling. She reminded us how important it is to communicate a clear “Why, How, and What” — not just what you do, but why it matters. It's this kind of purpose-driven narrative that connects with Chinese consumers who are increasingly drawn to brands with authenticity and values.

Keynote by Vivian Tang, Marketing Director at IKEA Shanghai

In conclusion, Nordicness is much more than a label - it’s an identity, a mindset, a value. In China's fast-paced market, where trends evolve rapidly and consumer expectations are high, Nordicness offers a refreshing counterbalance: Simplicity and innovative solutions. Nordicness is not a trend. It’s a timeless advantage. Events like Nordic Marketing Day offer valuable networking opportunities and up-to-date market insights for Finnish companies exploring or expanding their presence in China – I highly recommend participating in future events.

Written: Saga Yliluoma

Feel free to contact me: saga.yliluoma1@gmail.com

LinkedIn: www.linkedin.com/in/saga-yliluoma-8432b0263