In many countries, it is common to use foreign words or phrases in advertising, to create an interesting, quirky or trendy image for your product. Japan is no different. Over here, a Westerner can recognise familiar Western words that are used as shop/restaurant names. This is the case especially in trendy parts of the city, and the language predominantly used is of course English.
However, as a native to Finland, I’ve been over the moon to notice that several shops/restaurants in Osaka also have Finnish names! This, as silly as it might sound to a native English speaker, makes a Finn exclaim with delight. After all, Finnish is by no definition a world language spoken by the masses as a native language or taught as a popular choice as a second language. In fact, it is only spoken by about 5 million people native to Finland and is taught as a second language only in its neighbouring countries (if even there), and thus, we practically never see Finnish words used outside Finland (other than maybe in places like Rhodes or Fuengirola i.e. particularly popular destinations amongst Finnish holiday makers).
Intriguingly, I don’t think there is any obvious Finnish connection when Japanese shops choose their Finnish name. I mean, the reason why they have Finnish names is not because the owner or their spouse is Finnish or because the bulk of their customers are Finnish (given that the Finnish community in Osaka is miniscule and only a handful of Finnish tourists visit Osaka). I think these shops have Finnish names just because it is trendy to use Finnish!
Here are some names that I’ve come across in Osaka:
A bakery/clothes shop: Pesä (‘Den/Nest/Burrow’)
A café that specialises in pancakes: Pöllö (‘Owl’)
A restaurant: Keitto Ruokala (‘Soup Canteen’), It might be worth pointing out that even though the name might suggest otherwise, this restaurant didn’t serve soup, nor did it look like a canteen.
Hairdressers: Alkaa Täältä (‘Begins from here’)
Clothes shop: Olohuone (‘Living room’)
Before I finish this Finnish post, I might just need to add that even though it is wonderful to see Finnish in Japan, the Japanese do not always get their use of Finnish right. Here’s an example of something on the wall of a stationery and life-style shop in Shinjuku in Tokyo. A cardinal mistake in my opinion!