Moomin Parade - The event story

The Moomin Parade was 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.

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.

This combination turned into a vision that is driven by common cultural roots, appreciation of both 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.

Irene Mäkelä-Brunnekreef (left) and Lili Wagner-Andrianne. Photo from the Moomin Parade day: Dominika Montonen-Koivisto