Miss Finland image triggers racism controversy, prompting government apologies across Asia

A controversy involving Finland’s representative to the 2025 Miss Universe pageant has grown into a diplomatic issue. Several Asian countries have raised concerns, prompting formal apologies from the Finnish government. The incident has also sparked wider debate about racism, political responsibility, and the global impact of social media.

Finland moved quickly to limit the fallout after a photo of Miss Finland 2025 Sarah Dzafce spread online. The image appeared to show her pulling the corners of her eyes, a gesture widely seen in Asia as offensive. The caption attached to the photo, referring to “eating with a Chinese,” intensified criticism both in Finland and abroad.

Dzafce, who won the Miss Finland title in September and was due to represent the country at Miss Universe, lost her crown last week. The Miss Finland Organization said the incident caused significant harm and made clear that racism is unacceptable.

The issue soon expanded beyond the pageant itself, drawing in politicians, foreign governments, and companies linked to Asian markets.

The photo and public reaction

The photograph was first shared privately before appearing on social media, where it quickly gained attention. Critics said the gesture reflected long-standing racist stereotypes targeting East Asians. The caption added to the image further fueled accusations of discrimination and cultural insensitivity.

Dzafce denied any racist intent. She told Finnish media she was trying to ease a headache at the time the photo was taken. She also said a friend shared the image without her consent and wrote the caption independently. She did not respond to a request for comment from The Associated Press.

On Dec. 8, Dzafce posted a public apology on social media. She acknowledged the impact of the image and the responsibilities that come with holding a national title.

“The Miss Finland title is not just a crown for me, but also a responsibility,” she wrote in Finnish. She said she accepted responsibility and would learn from the incident.

Despite the apology, the Miss Finland Organization revoked her title days later, citing the international consequences of the controversy.

Pageant organizers respond

In a statement, the Miss Finland Organization said the events caused disappointment and concern both in Finland and internationally. The group offered a direct apology to Asian communities affected by the incident.

“We are deeply sorry for the harm these events have caused,” the organization said. “Racism is never acceptable in any form.”

The organization did not say whether Dzafce would have any future role in pageant-related activities.

Political backlash widens the dispute

The situation escalated after several far-right Finnish politicians publicly defended Dzafce. Some members of parliament posted photos of themselves making similar eye-pulling gestures. They described their actions as a protest against what they called excessive political correctness.

These posts drew strong criticism within Finland and sparked further anger abroad. The focus shifted from one individual to the behavior of elected officials.

Prime Minister Petteri Orpo responded by issuing formal apologies through Finnish embassies in Asia. Statements were posted in local languages, including Japanese and Korean.

“These posts do not reflect Finland’s values of equality and inclusion,” Orpo said. He added that racism and discrimination have no place in Finnish society and that politicians must set an example.

Responses from Asian governments

Japan and South Korea were among the countries where the controversy gained wide attention. Japan’s government confirmed it had contacted the Finnish embassy in Tokyo to express concern.

Chief Cabinet Secretary Minoru Kihara said Japan welcomed the Finnish prime minister’s apology. He added that Tokyo expected appropriate follow-up measures.

South Korean media outlets and online commentators also criticized the gestures. Many framed the incident as part of a broader pattern of racial insensitivity by Western public figures.

Tourism and business concerns

The controversy has raised concerns for Finnish businesses, particularly in tourism and aviation. Finland has invested heavily in attracting travelers from East Asia, including Japan, South Korea, and China.

On social platform X, some users called for boycotts of travel to Finland and of Finnair, the country’s largest airline.

Finnair acknowledged the impact. Päivyt Tallqvist, the airline’s senior vice president of communications, told Finnish broadcaster Yle that the scandal had affected international operations. She did not provide further details.

A broader lesson for public figures

Finland often ranks highly in international surveys on equality and governance. However, analysts say the episode highlights how quickly domestic actions can trigger global consequences, especially in the digital age.

The controversy has renewed discussion inside Finland about political accountability and online conduct. It has also underscored the responsibility of public figures whose actions can resonate far beyond national borders.

For now, Finnish officials are focused on repairing diplomatic ties. The Miss Finland Organization is working to distance itself from the incident, which continues to serve as a reminder of how cultural sensitivity and political judgment intersect on a global stage.