In spring 2023, all of Finland turned green. This time the phenomenon wasn’t due to spring but rather a musical hurricane called Käärijä: a loveable, hyper-energetic powerhouse dressed in a puffy green shrug, with a song that voiced what the nation had battled with since forever — we nurse our complex emotions in painful silence, but give us a piña colada and we’ll go mental. “Cha Cha Cha” was a wild party anthem and an honest, heartfelt confessional in one.
The cheeky rapper’s ridiculously catchy song was a Eurovision Song Contest entry that not only stormed the dancefloors but sparked a green frenzy across Finland, from nail salons to hospitals, from bakeries to schools. Finns sang the song in schools and attended business meetings sporting neon green nails, while snacking on neon green signature cupcakes. Everyone from toddlers to grannies was sold.
Sunglasses: Prada, Jacket: BOTTER
The rest of Europe followed. While Sweden won the iconic contest by a few measly points, the crowd at the arena chanted for Finland in a deafening fashion. The people’s champion was clear.
The story didn’t end there. While Käärijä could easily have turned into a one-hit-wonder or a faltering novelty act, he was determined to use his momentum to build a base for a lasting career. His new album People’s Champion presents Käärijä at his best: self-deprecating yet self-confident, warm yet cool, fun yet dark, and always surprising. After taking on his home country and flirting with Europe, he’s ready to take on the world.
Below, PAPER catches up with Käärijä about sudden fame, embracing your authentic self and touring Europe.
Hat: BOTTER, Puffer and skirt: Lauri Greis
Your career start was far from ordinary. How did you cope with the national mayhem that followed your first hit?
Absolutely no one could prepare themselves for the utter craziness a singular song sparked, and I was no exception. I needed time to recover from the hassle. I’ve just recently started to process what exactly happened. I lost my privacy practically overnight, and protecting my loved ones has always been important to me. At worst I was paranoid and stressed, and while I was over the moon about all the hype and glory, the overall experience was demanding. Now that I’ve had time to take a breather, I’m back to feeling privileged and super happy. I’ve found balance.
You’re a family favorite, a bold rapper and an OnlyFans sexy guy — all in one. How do you balance between these roles?
The funny thing is, they aren’t even roles. They’re all sides of me, and I’m allowed to enjoy and expose every one of them. I’m crazy, I’m dirty, I’m loving, I’m funny. I want to encourage others to embrace their authentic selves like I do. Sincerity is my guiding principle.
Clothing: Yume Yume
Which Käärijä is the one on stage?
The one who gets to forget all about everyday life and its restrictions. I am grateful for all of my fans, any age. However, I make music for myself and refuse to cater to a specific audience. While I might cut out curse words and dirty jokes on my shows with kids in the audience, it is the parents’ duty to evaluate whether my music is suitable for minors.
You’ve recently toured Europe. How different is performing abroad?
Very different! In Finland I feel like a celebrity, but in Europe I feel like an artist. The international crowds have waited to see us for longer, so the atmosphere is special. I love Finnish fans, but let’s face it: when I ask them to clap along, everyone looks around nervously. Who goes first? We’re reserved and take time to warm up, whereas the rest of Europe goes instantly wild. Let’s learn from their loudness!
Crown: Ildar Wafin
You’re considered a modern national treasure among Finns. What does your Finnishness mean to you?
It’s definitely a source of pride, but it’s also a source of worry. Where is my beautiful home country headed? We’re a strong, united nation, but seem to forget where we came from. My political views are private, but I’m concerned about how poorly people are doing. We need change.
I’m crazy, I’m dirty, I’m loving, I’m funny.
Shirt: Acne Studios, Dress: Rolf Ekroth
Photography and artistic direction: Viivi Huuska
AI creative: Niko Mitrunen
Lighting: Joel Virtanen
Styling: Sanna Silander
Makeup and hair: Neea Kuurne (using Isamaya Beauty)
Styling assistant: Miko Juvonen
Post-production: Silo Studio
