KAJ's Victory Signals a Cultural Renaissance for Swedish Finns

Melodifestivalen Win Marks a New Era

In a thrilling finale of Melodifestivalen 2025, the group KAJ triumphed with their catchy hit “Bara Bada Bastu,” paving the way for their participation in the Eurovision Song Contest. The group’s success has resonated across Finland and Sweden, with their single reaching Number One on both the Swedish and Finnish Spotify charts, as well as topping Spotify's Global Viral chart in numerous countries by the end of March.

Who Are KAJ?

KAJ comprises Kevin Holmström, Axel Åhman, and Jakob Norrgård, all of whom are Swedish-speaking Finns from Vörå, a small municipality on the western coast of Finland. This region, along with Helsinki, the Turku archipelago, and the Åland Islands, is home to the core Swedish-speaking population in Finland, which constitutes roughly five percent of the nation's demographic. The group is notable for utilizing the local Vörå dialect in their music, with “Bara Bada Bastu” being a prime example.

The trio's journey began in 2009 as school friends, and they have since developed a strong local following. They created two musicals at the Wasa Theatre: "Gambämark" in 2018 and "Botnia Paradise" in 2021. Their influence has also extended to broadcasting, having featured in a show called "Nästan Unplugged" on the Finnish Broadcasting Company YLE in 2018. KAJ has received recognition within the arts community, including the Leif Sjöström prize in 2013 and the title of Honorable Ostrobothnians of the Year in 2015. ### Cultural Significance of Their Music

The cultural implications of KAJ’s win extend beyond mere entertainment. “Bara Bada Bastu” marks a significant moment for Swedish music in Sweden, as this will be the first performance in Swedish at the Eurovision Song Contest since 1998, when the requirement for songs to be in a country's official language was lifted.

In Finland, the song holds even greater importance amid the cultural and political landscape. The True Finns party, a significant political faction, has sought to eliminate mandatory Swedish language education for Finnish-speaking citizens. However, KAJ’s victory unites both Swedish-speaking and Finnish-speaking communities by celebrating a quintessential Finnish cultural phenomenon—the sauna. The song’s playful inclusion of Finnish phrases, like “yksi, kaksi, kolme, sauna” (meaning "one, two, three, sauna"), has become popular among toddlers throughout Finland, further integrating the song into the national culture.

As Finnish citizens explore KAJ’s back catalog on platforms like YouTube, they express surprise at the group's existing body of work, particularly their creative reimagining of pieces like “Nessun Dorma” in “Nissan Bromsa.”

Changing Perceptions of Swedish-Finnish Culture

Historically, Swedish-speaking culture in Finland has been viewed as elitist and disconnected from the broader population. Most Finnish speakers are only familiar with this culture through notable works, such as Tove Jansson’s "The Moomins." However, KAJ’s rise to fame offers a fresh and relatable perspective on Swedish-speaking culture.

Leading up to the Grand Final, coverage in the main Swedish-speaking newspaper highlighted how KAJ’s participation transformed public perception of Swedish-speaking culture almost overnight, a phenomenon that Swedish-speaking politicians had long hoped for.

The enthusiasm for KAJ and their music has sparked a renewed interest in learning Swedish among Finnish speakers. Following the ceremony, a warm welcome concert for KAJ in Vörå attracted around 5,000 attendees. This event, broadcast live, showcased KAJ performing for a global audience and further illustrated the excitement surrounding their success.

Looking Ahead

KAJ is poised to build on their newfound popularity with an announced summer tour throughout Sweden and Finland. They have secured performances at major Finnish summer festivals and are set to lead promotional efforts for Turku's Ruisrock festival. A potential win at Eurovision could further elevate their profile and contribute positively to cultural relations between Swedish-speaking and Finnish-speaking communities.

In conclusion, KAJ’s win at Melodifestivalen not only signifies a milestone for the group but also represents a renaissance for Swedish culture in Finland, fostering unity among diverse communities and rekindling interest in linguistic and cultural exchange.