Finland’s capital has issued a public invitation to Pamela Anderson to visit Helsinki and reconnect with her Finnish roots after comments in a recent interview. Jenny Southan reports

Helsinki has launched an unusual tourism campaign centred on Pamela Anderson, inviting the Canadian-American actor to visit the Finnish capital and reclaim her ancestral surname, Hyytiäinen. The invitation follows an interview Anderson gave to Vogue Scandinavia, in which she spoke about reconnecting with her Finnish heritage and simplifying her lifestyle.

The campaign positions Helsinki as a place where Anderson could explore that heritage in everyday ways. It also focuses on the possibility of formally adopting the surname Hyytiäinen, which Anderson mentioned she would like to do but believed she could not.

To deliver the invitation, the City of Helsinki created a short film featuring Finnish actor Janne Hyytiäinen, who shares the surname Anderson wishes to reclaim. In the film, titled “Operation: Make Pamela a Hyytiäinen”, the actor addresses Anderson directly and explains the ways the name could be formally adopted under Finnish law.

Hyytiäinen is known internationally for his roles in films by Cannes-winning director Aki Kaurismäki. In the film he describes several legal routes that could allow the surname to be adopted, including marriage, adoption or Finnish citizenship. The campaign also notes that the surname is rare. According to data from the Finnish Digital and Population Data Services, fewer than 1,800 people in Finland currently share the name Hyytiäinen.

The outreach has extended beyond Finland. Helsinki officials also placed roadside billboards on Vancouver Island, where Anderson currently lives, along routes in and out of her home city. The aim was to ensure the invitation would be visible locally while also generating international attention.

City representatives say the idea emerged after reading Anderson’s comments about her Finnish background and her interest in a slower, nature-focused lifestyle.

“Soila Lehkonen, head of brand and PR at Helsinki Partners, says: “After reading Anderson’s interview in Vogue Scandinavia, we wanted to respond with a warm welcome to Helsinki. Many of the interests she has spoken about publicly, from nature and wellbeing to a simpler everyday rhythm, are also things Helsinki has a great deal to offer.”

Finland has been ranked the happiest country in the world by the World Happiness Report for eight consecutive years. Helsinki authorities say the ranking reflects everyday factors such as access to nature, strong public services and a balanced pace of life.

City officials say the Pamela Anderson Helsinki invitation is intended to reflect those values rather than act as a traditional marketing campaign.

Lehkonen explains the thinking behind the gesture: “Anderson’s public comments regarding her Finnish heritage sparked a simple question on our end: if someone publicly expresses a wish to reconnect with their Finnish roots, what would a welcoming, functional city do? For Helsinki, the answer was to send an invitation.”

The campaign also highlights aspects of Finnish culture that visitors often associate with wellbeing, including sauna traditions and outdoor activities.

Liisa Kivelä, chief communications officer of the City of Helsinki, says: “If Anderson were to respond, we would be delighted to welcome her and to introduce her to everyday life in Helsinki, including Finnish sauna culture. Perhaps even a smoke sauna followed by a cold dip, as a very Helsinki-style way to say welcome.”

At the centre of the story is the connection between Anderson and the Hyytiäinen surname. The actor has previously spoken about her Finnish ancestry and family links to the country, which prompted the idea of asking another Hyytiäinen to deliver the invitation.

Janne Hyytiäinen says the campaign could even reveal a distant family connection. “I’d love to personally welcome Pamela to Helsinki and show her around the city. Who knows, this open invitation could turn into a meeting of long-lost cousins”, he says.

The city has emphasised that Anderson is not involved in the campaign and has not collaborated with Helsinki on the project. Instead, officials describe it as a one-way invitation intended to spark interest in the city and highlight Finnish culture.

Whether Anderson will accept the Pamela Anderson Helsinki invitation remains unclear. However, the campaign illustrates how destinations are increasingly using storytelling and cultural connections to attract global attention.