Jyri Lintunen, based in Finland, has been our Finland Country Manager and Senior Advisor of NBH since the start of November 2023. As a Country Manager, he is responsible for business development and account management in Finland. Additionally, he provides expert services to all NBH clients.
Jyri is a native Finn but he has over 20 years of experience with China and East Asia more broadly. He has resided in China for a total of nine years, in both Beijing and Shanghai. Jyri holds a Master’s degree in International Business and Finance from the School of Economics, Aalto University, and he also has a Bachelor’s degree in Marketing. In addition, Jyri has studied Chinese language at Shanghai International Studies University for two years.
Jyri possesses extensive expertise in social media, strategic communications, public and governmental relations, reputation and crisis management, as well as brand management. He also has sound experience in communication projects in collaboration with leading Finnish companies and organizations, as well as international media houses. In China, he has a wide network of media contacts among general, economic, industrial, and lifestyle media that operate on online, TV and print platforms.
Jyri led the Public Diplomacy Unit of the Finnish Embassy in Beijing for five years as a Press and Cultural Counsellor, and was responsible for Finland’s country image and visibility in China, the Embassy’s external communications and media relations, as well as for fostering projects in the cultural and creative industry sectors between Finland and China. At the Embassy, he also led “This is Finland” country brand’s social media team, coordinated the Team Finland communication group in China and was a member of the Embassy’s preparedness team.
Prior to his embassy tenure, Jyri accumulated nearly a decade of experience in international media communication, brand management, and visibility initiatives in cooperation with Finnish enterprises and startups, as well as Chinese social media management, including SEO and SEM strategies on Baidu search engine. Jyri has also done academic research at the Helsinki School of Economics, focusing on the strategies Finnish companies adopt for business environments and their corporate security in China and elsewhere in East Asia.
In addition to his professional life, Jyri has hosted the “Kiina-ilmiöt” (China Phenomena) podcast since September 2023, which is the only regularly operating China-related podcast in the Finnish language.
We are very happy to have Jyri with us at NBH!