Rural living isn't for everyone, but now it's possible to try it. The application for the "Ihana kamala maadu" (Idyllic Horrible Rural Living Experiments) will open in April.

Municipalities in North Satakunta and Northwestern Pirkanmaa – Ikaalinen, Jämijärvi, Kankaanpää, Karvia, Kihniö, Merikarvia, Parkano, Pomarkku and Siikainen – have joined forces in a unique project that challenges perceptions of everyday life in the countryside.

– Many people seek peace and quiet in the countryside, but life there is far from stagnant. It is built on people who have the will and attitude to live here. Sometimes life in the countryside is incredibly wonderful, sometimes wonderfully terrible, says the project manager Noora-Mari Syväluoma.

Rural branding without embellishment

Housing experiments are not a completely new phenomenon in Finland, and similar experiments have been carried out in rural areas before. The "Ihana humala maetsudu" concept communicates boldly, and tells the story of living in the countryside without embellishing anything.

– Living in the countryside can be harsh at times, such as clearing brushwood in the pouring rain and slipping on icy driveways. On the other hand, enjoying your morning coffee in the warmth of a wood-burning stove and picking blueberries in your own backyard offer those little moments of everyday happiness, describes Syväluoma.

The branding and visual identity of the "Ihana kamala maaseutu" concept has been based on the Rural Brand Book, a collaboration between rural developers.

Rural living test weeks coming up

The aim of the housing experiments to be carried out in autumn 2025 is to offer those dreaming of a move to the country the opportunity to experience rural life as authentically as possible for about a week. During the experiment, participants will get to know the life of a rural municipality or town and experience unique things that are everyday life for local residents.

– The North Satakunta and Northwest Pirkanmaa region offers almost unlimited recreational opportunities – on land, at sea and in the air. Participants can relax after a working day by fly fishing on the river, stand-up paddle boarding on the lake, paragliding or orienteering on forest trails. The evening can be ended by enjoying the sounds of the accordion at a concert. The week's program can be tailored to the interests of the participants, Syväluoma lists.

If participants have small children, it is possible to explore services for families with children, such as daycare centers and schools, during the week. The municipalities cover housing costs, while the experimenters are responsible for travel and food expenses.

– The housing experiments are aimed especially at those who dream of moving to the country and for whom remote work enables a new way of life. The countryside offers peace, space and community, but is not necessarily suitable for everyone. The experiment allows participants to test whether rural living meets their expectations and needs. The goal is to lower the threshold for moving to the country, Syväluoma states.

Residents' stories tell of the uncomplicated life in the countryside

Ihana kamala maiinduse publishes stories from residents about rural living in the municipalities of the region on its channels. These stories highlight the residents' desire to live in the countryside. Rural life consists of neighborly help, community, ingenuity, relaxation and courage. Residents also openly talk about the challenges of the countryside – but most often they are turned into victory with perseverance and grit.

More information

The "Ihana kamala maestuur" project is being implemented as part of the "Verkosto vetevoimaa" cooperation project managed by Leader Pohjois-Satakunta. The project is a joint rural vitality development project of nine municipalities and is co-financed by the European Union's Rural Development Fund. The project period is 1.1.2024–30.6.2026.

Applications for the housing trials will open in April. There are limited places available for the housing trials, so participants will be selected based on application forms and interviews.
More information about upcoming housing experiments on the website ihanakamalaamaaseutu.fi and on instagram @ihanakamalaaaseutu

 

Contact persons
Project Manager Noora-Mari Syväluoma
Leader North Satakunta, Networking for Attraction - cooperation project
noora-mari.syvaluoma@kankaanpaa.fi
040 190 9440

Project coordinator Noora Elonen
Leader North Satakunta, Networking for Attraction - cooperation project
noora.elonen@kankaanpaa.fi
040 577 1300