The 'Kotoisa' phenomenon has taken off: What it's all about in Finnish daily life, the hit TV show, and even as an investment opportunity

Is kotoisa just a word, or is it something far more significant? I've been observing Finnish daily life and consumer behaviour for twenty years now, and I can say straight up: rarely has any single concept emerged so powerfully, whether in social media discussions, interior design magazines, or in ordinary families. It's more than a trend; it's a way of thinking.

When we talk about the word kotoisa, it conjures up different images for each of us. For one person, it's woollen socks and the crackle of an open fire; for another, it's perfect lighting; and for a third, it's that certain feeling that only comes into being at home. This feeling is so strong that it's also started to manifest in concrete phenomena and even commercial opportunities, which we should examine with both a critical and a curious eye.

Hygge and the Finnish landscape of the soul – At the heart of Kotoisa

For years, we've been looking over to Denmark and their 'hygge'. But now, my friends, we have our own version. It's not borrowed from Copenhagen; it's been drawn from deep within the Finnish forest and from the lake shore. The Kotoisa mix is precisely this: a blend of Nordic minimalism, warmth, and a genuine feel for materials. It's not a set of instructions from a style guide; it's a state of being.

People no longer seek that sterile whiteness. Now, they want patina, they want recycled wood, they want lamps that cast a soft glow. It's a counter-move to our constant culture of performing and achieving. Kotoisa means it's okay to lounge on the sofa, to leave a book half-finished, and for your coffee cup to be that same, slightly chipped favourite mug – and it doesn't bother anyone.

The enigma of Reggio Calabria and the Italian dream

An interesting twist in this story is how the idea of a cosy apartment in Reggio Calabria has started to capture the interest of Finns. I find this fascinating. Why on earth would a Finn seek cosiness in Southern Italy? Isn't that a contradiction? Perhaps not.

I'm well aware that within industry circles, this is a hot topic, and we can clearly see two phenomena at play here:

• A craving for contrast: A Finn longs for warmth and light but wants to incorporate their own kotoisa concept into a new environment. It's not an Italian home; it's an Italian haven, chosen with a Finnish eye.
• Emotional investment: People are no longer just buying square metres; they're buying a feeling. A location like Reggio Calabria, far from the noise of everyday life, offers a chance to recharge your batteries in a completely new way.

This is a signal worth taking seriously. Travel and living are merging. Second homes are no longer just cabins in the Finnish Lake District; they can be European bases where daily life is, above all, cosy.

The chaos we know from TV – The other side of Kotoisa

Of course, not everyone achieves that perfect atmosphere easily. We've seen it on television, too. That favourite show of ours, where they renovate and live their lives, has shown that the path to kotoisa isn't always paved. Remember when the team has to assess the garden renovation and asks, "what a jungle?" And when the contractor throws his hands up in despair? That's the Finnish reality.

The programme is brilliant precisely because it doesn't sell us the dream of a finished product. It sells us the journey, where setbacks are all part of it. It's the humanising of the word kotoisa: sometimes it's ugly, sometimes it's difficult, but the end goal is to find your own peace. It's a lesson for us all: don't believe social media, trust the process.

The return of collectables: The Steiff bear 2025

And then there's the commercial side, the one few talk about openly, but which is enormous. When we talk about the kotoisa phenomenon, we're also talking about objects with a story. At this point, I have to highlight the Steiff 2025 kotoisa bear, 34 cm. It's a perfect example of how an abstract feeling can be transformed into a tangible product.

Steiff has been doing this for decades, but by naming this bear the kotoisa bear, they've hit the nerve of our times. 34 centimetres of soft comfort, which is no longer just a child's toy. It's permission for an adult to let go and be comforted. It's design, it's collectable, it's a feeling. I dare say this bear will be at the top of Christmas lists, and it will soon build a resale value around it that we don't yet fully appreciate today.

Where is this all taking us?

When I look at all of this, it's clear to me that kotoisa is not a passing whim. It's a long-term shift in consumer priorities. People are willing to pay for quality, for atmosphere, and for a story. They'd rather buy one high-quality bear than ten pieces of disposable trinkets. They're looking for a home where their soul can rest, even if it's located in the middle of a Finnish forest or on an Italian hill.

Commercially, this opens huge doors. Those brands that understand how to sell not just stuff, but the very setting for a cosy life, are the ones that will win. This applies to interiors, fashion, food, travel – to absolutely everything. And here in Finland, we have a head start. We know what kotoisa is, even if it's hard to explain. We just feel it.