Moomin Parade Brussels - the story

The Moomin Parade Brussels is an entirely independently organised event. The main organisers are two Finnish expat women, Lili Wagner-Andrianne living in Brussels and Irene Mäkelä-Brunnekreef from Luxembourg – in collaboration with the association of local merchants (ACCJM – European Citizens Corner). The event was organised in collaboration and with the support of Moomin Characters Oy Ltd.

The idea of the Moomin Parade sparked from conversations between Lili Wagner-Andrianne and Nicole Du Jacquière who runs a gift and tea shop “Thé 14” on Rue Archimede in Brussels, who is a committed fan of the Moomins since many decades, with a large variety of lovely Moomin products for sale in the store since 2018. Mrs Du Jacquière had already had an idea for a larger event to celebrate the upcoming 80th anniversary of the Moomins, and when Lili walked into the store and heard about the plans - the idea took a flight forward.

The Moomin Parade organisers during planning meetings at Boutique Thé14.

To turn the idea into reality, Lili connected with Irene Mäkelä-Brunnekreef, living in Luxembourg, whom she knew as one of the organisers of a major Finnish Expat Women's community "Finnish Women Worldwide" since 2019. The two Finns found a strong connection already during their first encounter, and despite the years passed since the first contact, both knew that together they could make the Moomin Parade happen: Lili with a strong experience in consumer experience lead and brand management, together with Irene’s business acumen and experience of international project lead. The two Finns developed a strong partnership with the Moomin Characters Ltd enabling the broad collaboration with the characters and the brand.

Together with the local merchants' association ACCJM - led by Nicole Du Jacquière - the team built a strong local network, with the City of Brussels and many other local partners supporting the event organzation.

Team Moomin Parade 2025: (from left to right): Jarkko Toivanen (Rights and Brands), Annika Bourgogne, Moomintroll, Lili Wagner-Andrianne, Nicole Du Jacquière, Moomin Mamma, Jean-Pierre Brouhon, Irene Mäkelä-Brunnekreef and Annabelle Brouhon

With the success of the first Moomin Parade organized in 2025, the Moomins will return to Brussels again for the Europe Day 9th of May 2026.

The event has driven by a strong appreciation of Tove Jansson’s story - and supported by Moomin Characters Oy Ltd. The event has been strongly inspired by the amazing journey of the Moomins - and a passion and to represent cultural heritage of Finland at the heart of Europe.