National Joo Day encourages all to embrace positivity

”Ei,” meaning no, is one of the most popular words of the Finnish language. The aim of the national Joo Day, celebrated on 5 May, is to encourage as many people as possible to embrace positivity rather than negativity, and to instinctively say Joo – Finnish for yes.

”Ei," which means no, has been one of the most frequently used Finnish words across decades. In a dictionary of the most popular words in the Finnish language, published in the 1970s, it was ranked fourth, following the words "olla" (to be), "ja" (and), and "se" (it). Later research have produced similar results, and in a 2010 social media study by Futusome, "ei" had actually jumped to third place. So, what does this continual negation say about Finns' outlook on life?

Joo Day inspires all to say yes to their dreams.

The first Sunday of May marks a day on which everyone is encouraged to pursue their dreams, both big and small. It's a day without limitations, a day to see life from a new perspective by turning negatives into positives.

– In these times, we really need positivity and a bright outlook on life. The purpose of Joo Day is to inspire people to consider what they want from life and what they could do to achieve that, says Joo Kodit Marketing Manager Roosa Lappalainen.

Anyone can celebrate Joo Day, wherever they are. The yearly national theme day is already organised for the second time.

Find out more: joopäivä.fi/en