WCEF2025 Studio: Helsinki

As WCEF2025 kicked off in São Paulo, we brought the energy to Helsinki with an official WCEF Studio event, hosted by MiXi Center and Arabia Circular Hub Helsinki. The session gathered entrepreneurs, innovators, and circular economy enthusiasts to explore how global themes connect with Finnish innovation – with a special focus on how nature and technology are shaping circular solutions in food, packaging, beauty, and textiles.

The conversation came to life as a live episode of the Circular Coffee Break Podcast️, featuring an inspiring panel with
- Susanna Partanen, CEO & Co-founder at Woamy,
- Alain Mavon, VP R&D and Sustainability at Lumene Group, and
- Oleksandra Martynova, Marketing Manager at Fazer.

Together, we unpacked the realities of circular innovation – from regulation acting as both enabler and obstacle, to the need for stronger co-creation across industries, and the importance of communicating sustainability in a clear and credible way. The discussion also reminded us that circularity succeeds only when many players work together, that startups rely on bold early adopters, and that even impactful efforts can fall flat without the right storytelling.