This year, the Frankfurt Book Fair was an exceptionally important event for Finns, because Finland was the guest of honour. The culture campaign was carefully prepared, and you could see its results in Frankfurt and in the German media. The theme of the Finnish pavilion was the coolness of the north, and the huge exhibit hall was divided into circular spaces for author interviews and other activities. The design was elegant, but slightly bland. Among non-fiction, books related to Alvar Aalto and Tove Jansson were best represented. Textbook marketing was supported by a miniseminar with keynote speaker Pasi Sahlberg. Sahlberg is a great salesman for Finnish school and educational materials; his laid-back, content-rich presentation worked very well in the uproarious fair environment. Sahlberg’s main idea is that equal access to education is a foundation for excellence in teaching, whether in Finland or elsewhere. In the Finnish pavilion and in the displays by Finnish publishers, I began to question the fairly traditional image they tended to convey about our country. I wanted to see something more contemporary, more dynamic. Even so, our key message has been widely received, because even casual visitors greet Finnish fairgoers with the slogan “Finnland. Cool.”