KAJ's Victory and the Renaissance of Swedish Culture in Finland

By Ulla Rajala
April 1, 2025

The victory of KAJ at Melodifestivalen 2025 marks a significant milestone for Swedish culture in Finland. Their song "Bara Bada Bastu" not only captured the hearts of the audience but is also set to resonate across Europe as they prepare for the Eurovision Song Contest.

KAJ’s Rise to Fame

KAJ, comprised of Kevin Holmström, Axel Åhman, and Jakob Norrgård, represents Swedish-speaking Finns, a minority group constituting about five percent of Finland's population. Hailing from Vörå, a municipality in western Finland, KAJ employs their local dialect in their music. "Bara Bada Bastu," written in the Vörå dialect, is a celebration of sauna culture, a significant aspect of Finnish life.

Since their formation in 2009, KAJ has gained recognition through performances in the Vaasa area. They have produced two musicals at the Wasa Theatre—Gambämark (2018) and Botnia Paradise (2021)—and participated in the Finnish Broadcasting Company YLE's show "Nästan Unplugged" in 2018. Their artistic contributions have garnered awards, including the inaugural Leif Sjöström prize in 2013 and the title of Honorable Ostrobothnians of the Year in 2015. ## A Cultural Turning Point

KAJ's win at Melodifestivalen is momentous for both Sweden and Finland. For the first time since 1998, Sweden will perform a song in a country’s official language, showcasing the Swedish language on an international stage. The impact in Finland is even more pronounced, as the song connects Swedish-speaking and Finnish-speaking communities. The True Finns party, a right-wing populist group advocating against compulsory Swedish lessons in schools, may see its influence challenged by KAJ's success.

The lyrics of "Bara Bada Bastu" prominently feature Finnish words, such as “yksi, kaksi, kolme, sauna” (“one, two, three, sauna”), which have quickly become popular among young children across Finland. Social media platforms have seen an upsurge of interest from Finnish speakers discovering KAJ’s previous works, demonstrating a newfound curiosity for the Swedish-speaking culture that many had previously viewed as elitist.

A Shift in Perception

The media interest surrounding KAJ has been vast, with prominent Swedish outlets like Dagens Nyheter reporting on the cultural shift their success has initiated. The Swedish-speaking community, often perceived as upper-class, is experiencing a more favorable view as mainstream Finnish society engages with their culture in a positive light.

During a live broadcast of the winners' welcome party from Vörå, approximately 5,000 fans gathered to celebrate, illustrating the excitement surrounding their achievement. This event was not only streamed locally but also reached audiences globally, enhancing KAJ’s visibility and cultural relevance.

Building on Their Success

In the aftermath of their victory, KAJ announced a summer tour across Sweden and Finland, participating in major summer festivals. They are heavily featured in the promotion for Ruisrock, one of Finland's largest music festivals. With a growing fan base and a potential Eurovision win on the horizon, KAJ is poised for a remarkable year ahead.

Their journey represents a significant cultural moment for Sweden and Finland, bridging communities through music and creating a more inclusive narrative around Swedish culture in Finland.

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