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2014 is the 100th anniversary of the birth of Finland’s Tove Jansson, creator of the Moomin books (ostensibly for children, but riddled with social commentary for adult readers too). The wheels of the marketing machine have begun to spin and a range of commemorative merchandise is already in the shops. Helsinki is also keen to reclaim Jansson as its prodigal daughter since she was born and raised here but Tampere and Turku have successfully staked their claim to the Moomin legacy. But that’s a whole other story – as the Finns get through a record-breaking 10 kg of coffee per person per year it seems only natural that you can find Moomin brand. Most Finnish people drink regular filter coffee rather than espresso but they may be persuaded to change their habits this year…
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