Souvenir shops in central Helsinki do not present a single, clear image of Finland, according to a report by HS. Instead, the stores’ selections combine several different northern and eastern associations, shaping the first impression many visitors get of the country.

HS found that Russia, Sámi culture and Scandinavia appear side by side in the product range. The mix matters because tourist shops are often one of the most visible places where Finland is packaged for international visitors, especially in the capital.