On Joo Day, we said Joo to play, friendly competition and new friendships.

What wonderful things can happen when you dare to say Joo?

Every year on May 5, we celebrate Joo Day across Finland. It's a day dedicated to saying Yes (Joo!) to new experiences and exciting ideas. It's a day to step outside of your comfort zone and just say Joo.

This year's Joo Day was all about friendly competition, playfulness, and saying yes to ideas that might seem a little unusual. We invited a group of social media creators to join us for a day where the answer to everything was simply Joo.

Kicking off Joo Day with games by Leikkiklubi

This year, our guests were divided into two teams. One was led by Julianna Jokela, the other by Jasir Osman. We kicked off the day with a series of games hosted by Leikkiklubi.

We got to know each other through a home-themed icebreaker. During a game of Fruit Salad, we discovered who loves cooking and who doesn't even own a dishwasher. The atmosphere warmed up instantly, and it quickly became clear that no one had any trouble embracing their inner child.

Then it was time for the real competition. Even though the day started with games, both teams were eager to win and the challenges made one thing obvious: this was going to be a close contest.

The correct answer is Joo. Can I buy you a coffee?

Next, we headed to Kamppi by bus for the next challenge: the Joo Challenge. The teams had 90 minutes to complete as many tasks as possible. The more challenging the task, the more points it was worth.

Among other things, our creators tied a stranger's shoelaces, brushed a stranger's teeth, and bought coffee for someone they had never met before.

Since both teams completed the challenges so quickly, they earned bonus missions: bring the judges a surprising object (without stealing it, of course!), organise a flash mob, and lead a group fitness class.

The teams returned with a mannequin arm from a clothing store and an old Nokia phone. One team even convinced a gym to let them host a group workout. The competition remained incredibly close.

Time for the final challenge!

After an action-packed afternoon, we made our way to Katajanokka, where the teams were welcomed by Aura Kangasniemi, known from LEGO Masters.

Their final mission? Build the perfect home out of LEGO bricks in just one hour.

The green team imagined a home with a large garden, a spacious kitchen perfect for dinner parties, and, of course, a bathtub was a must-have.

The orange team decided that the perfect home had to be pet-friendly, feature a big yard and include no fewer than two barbecue grills. Then it was time to search for the right bricks and start building.

After a close competition, Julianna's orange team was crowned the winner of Joo Day 2026. Congratulations! 🧡

The winning team had every reason to smile, but the green team left just as happy.

A huge thank you to everyone who joined us for another unforgettable Joo Day. Once again, we saw that wonderful things can happen when you simply dare to say Joo.