Rural pilot 5: Mallusjoki (Finland)
Rural district description
Mallusjoki, in Orimattila, is a historic Finnish village first mentioned in 1459 and widely seen as representative of many rural villages in Finland. Its agricultural landscape, strong community traditions and long-standing cultural events make it a practical testbed for models that could be replicated elsewhere. In PoliRuralPlus, the pilot has evolved from a village-level case into a broader rural event ecosystem involving more than 1,000 people and a focused 23-member stakeholder panel, linking local identity, creativity, volunteering, entrepreneurship and rural-urban visitor flows.
Challenge description
The pilot is building a Rural Event Industry Ecosystem that can strengthen community identity, create new jobs and skills, and attract urban visitors through distinctive rural cultural events. Current needs include stronger digital and AI skills, project and business development capacity, more strategic cooperation among villagers, creatives, service providers and public actors, and funding for improved premises and services. The challenge is not only to organise events, but to turn them into a long-term development engine that improves self-confidence, visibility, livelihoods and the future prospects of the village.
Anticipated result
The anticipated result is a stronger rural-urban stakeholder network and a practical Rural Event Industry Strategy 2040 for Mallusjoki Youth Association, including a vision, roadmap and action plan.
The pilot should improve event promotion, digital capacity, stakeholder engagement and cooperation around a future Green Cultural Centre and related local businesses.
It is also expected to demonstrate a transferable model for how Finnish villages can use culture, events and community-led ecosystems to support economic and social development while attracting visitors, talent and partnerships from nearby towns and cities.
Open Calls
Go Mallusjoki! – AI for rural event ecosystems
Lead Entity: Avoin ry
The ideathon produced 51 event and service concepts, many combining culture, nature, and digital solutions. The strongest results were new ideas for branding, public-private collaboration, youth engagement, and climate-resilient experiences. Participant feedback also showed a high level of acceptance for using AI in regional development, and the ideas generated were further analysed with stakeholders to support longer-term follow-up. The process contributed to the Regional Action Plan by strengthening community engagement and identifying new opportunities linked to cultural tourism and green innovation.
Avoin-Map – Open-Source Spatial Tools for Smart Rural–Urban Development
Lead Entity: Avoin ry
Partners: Feydec Oy, Saatsi Arkkitehdit Oy (FI)
Reached key mid-term milestones across three services: the Energy Map completed backend and interface design, the Zoning Map advanced to a private online test version, and the Activity Map and Calendar delivered its first landing-page mockup. The project also contributed to the co-design of the Green Culture Centre, linking spatial planning tools with community-building and New European Bauhaus-oriented development. Early results included practical planning support through laser scanning, drone imaging, and baseline design work, while findings pointed to strong stakeholder interest and good replication potential beyond the pilot area
Winning projects news
Promotional video
Policy briefs
Related news
Join the PoliRuralPlus JackDaw Code Camp in Athens
The PoliRuralPlus consortium invites project partners, Open Call winners, collaborators, and all interested stakeholders to take part in the upcoming PoliRuralPlus JackDaw Code Camp in Athens, taking
Read more
Avoin Map project reaches mid-term milestone in Mallusjoki
The Avoin Map project has reached its mid-term stage in the PoliRuralPlus Develop Call, with strong progress across all three planned digital map services: Energy, Zoning, and Activities. The project
Read more
Upcoming Webinar: How to Publish Data on the PoliRuralPlus Hub
We are pleased to invite you to the next PoliRuralPlus webinar titled “How to Publish Data on the Hub”, taking place on November 28th at 10:00 CET.This session will explore how to publish and share s
Read more
Join our first PoliRuralPlus webinar: What is JackDaw?
We are pleased to launch the PoliRuralPlus Webinar Series with an introductory session on JackDaw, one of the core tools supporting data management and analysis within the PoliRuralPlus ecosystem.Dur
Read more
People First, Tech Second
Ethical AI is at its best when it stays in the background, making community life easier without stealing the spotlight or private data. The Go Mallusjoki! Ideathon shows how digital tools can quietly
Read more
Discover the PoliRuralPlus Webinar Series: Exploring Tools for Smarter Rural-Urban Futures
The PoliRuralPlus project is excited to invite stakeholders, researchers, policymakers, and all those passionate about rural-urban development to join our interactive webinar series — Using the PoliR
Read more
AI, FAIR data & Smart food systems: A new blueprint for rural–urban resilience in Europe
As Europe continues its green and digital transitions, rural and peri-urban regions face a pressing question: how can they remain resilient, relevant, and connected in an increasingly data-driven wor
Read more
Go Mallusjoki! An Ideathon to develop the rural event industry in the Mallusjoki region
In July, Avoin Ry will organize an idea contest as a part of Takinkääntöviikko, a music festival organised by Mallusjoki Youth Association in Mallusjoki. Finland. Go Mallusjoki! Ideathon will be an o
Read more
Announcing the winners of the PoliRuralPlus Mobilise Call!
We are excited to reveal the winners of the PoliRuralPlus Mobilise Call, a dynamic initiative designed to foster innovation, collaboration, and technology-driven solutions across rural-urban regions
Read more
DEVELOP Open Call Now Open
We are excited to announce the official launch of the Develop Open Call, the third in a series of funding opportunities under the PoliRuralPlus project. This open call is aimed at supporting applied
Read more
Mobilise Call Now Open for Applications!
PoliRuralPlus is excited to announce that the Mobilise Call, the second in our series of open calls, is now officially open! This call focuses on leveraging AI for community-driven innovation, suppor
Read more
Multi-locality and visitors to the region promote interactions between rural and urban areas
In the autumn 2024 another project, "Asuttava Päijät-Häme" (Habitability at Päijät-Häme), was launched in Mallusjoki. The goal of this synergy project is to generate information on the habi
Read more
PoliRuralPlus Outreach Call: Announcing the winners!
PoliRuralPlus is thrilled to announce the winners of the Outreach Call, a crucial initiative aimed at strengthening rural-urban linkages, promoting sustainability, and fostering innovative solutions
Read more
Habitability in the Mallusjoki region
The Mallusjoki Youth Association is establishing cooperation with the Päijänne-LEADER project, to explore the habitability of the rural areas in Päijät-Häme in Finland, specifically in Mallusjoki reg
Read more
PoliRuralPlus & the future of European Agriculture
The European Commission’s latest Strategic Dialogue Report 2024 highlights crucial challenges and recommendations for the future of agriculture, rural areas, and the broader food system in Europe. As
Read more
The Young LEADER Forum field trip to Mallusjoki Youth Association
EU CAP Network brought together 200 motivated young people from rural areas and people from 32 countries. The young people aged 18-30 are working with LEADER at regional, national and EU level.The Yo
Read more
Outreach Call: Now open for submissions!
We are excited to announce that the PoliRuralPlus Outreach Call is now officially open for submissions! This call aims to foster innovative projects that enhance rural-urban interactions across the E
Read more
I’ll scratch your back if you scratch mine
Mallusjoki pilot’s aim is to gather a stakeholder panel and carry out actions which will add value to all participants. The pilot builds on Social Exchange theory which is a concept based on the idea
Read more
Call for proposals: Outreach call is seeking innovators in rural-urban interactions
Through the Outreach call we aim to enhance rural-urban interactions across the EU and foster grassroots innovations for sustainable rural development.For more details and to apply, visit the https:/
Read more
Related blogs
Digital services for the Rural Events and Activities ecosystem are under development for the Mallusjoki pilot region
Cover image: A mockup by Annika Katter. Activity Map and Calendar is one of the services under development as part of the Avoin Map project for the Mallusjoki pilot region. One of the services curr
Read more
People – Place Bond: Mallusjoki and the bond between people and place
This short documentary explores the deep bond between people and the places they inhabit through the story of Mallusjoki, a rural village in Finland. The video follows the themes of place attachment
Read more
The Spirit of Mallusjoki
What makes a small village feel big? In Mallusjoki, the answer is a living brand rooted in nature, culture, and participation. “The Spirit of Mallusjoki” branding strategy based on Go Mallusjoki! Ide
Read more
Harvest of Ideas
How do you turn 39 grassroots ideas into a seamless, year-round experience pathway that draws people back to Mallusjoki again and again? The Go Mallusjoki! Ideathon (24 July 2025) did exactly that by
Read more
Mallusjoki Pilot Explores Habitability
On 11 November 2025, the Habitability Research results for the Mallusjoki region, also known locally as Järvikunta, were presented at the Mallusjoki Youth Association Clubhouse. The event gathered in
Read more
Go Mallusjoki! Ideathon brought people together in July 2025
Avoin Ry organized Go Mallusjoki! 24.7.2025 in Mallusjoki, Finland. The goal of the event was to collectively create new ways to market local events and support communal development, as well as provi
Read more
A Deeper Look into Mallusjoki: How Community, Culture, and Nature Intertwine
Mallusjoki isn't just a place on a map; it's a vibrant rural area where the concept of "habitability" is a living, breathing reality. This sense of a thriving place comes from a b
Read moreBi-Directional Rural-Urban Interaction
The strategic goal of PoliRuralPlus is to strengthen the bidirectional flow of services, resources and opportunities between rural and urban communities.What does this mean for the rural Mallusjoki
Read more
Water in Rural Finland: Challenges and Solutions
Access to clean water is a fundamental human right, yet in rural Finland, ensuring a consistent and safe water supply remains a challenge. This was the focus of a recent theme night discussion in Päi
Read more
Community-Driven Energy Solutions in Mallusjoki region
On February 20, 2025, the Energy Workshop of the Asuttava Päijät-Häme project took place at Aleksis Kyro farm, bringing together local residents and stakeholders, and also students of energy efficien
Read more
Exploring Ecosystems and Climate Impacts in Mallusjoki region
Community Insights on Nature and SustainabilityA recent workshop in Mallusjoki gathered local residents, environmental experts, and stakeholders to discuss the region’s ecosystems, key species, and c
Read more
Mallusjoki pilot in action – rural event industry with and for the multi-actor community
The year 2024 was filled with events, development, and community empowerment for the Mallusjoki Youth Association. Diverse activities, a strong sense of community, and local projects enriched the cou
Read more
Mallusjoki Takkari Club fosters rural-urban interaction through people flow - Q.E.D
A rural event industry phenomena - The Mallusjoki Takkari ClubTakkari Club is located in the idyllic Mallusjoki Community House, where you can experience the unique atmosphere in the company of well-
Read more
Innovation platform - Mallusjoki Summer Festival
This year, the Mallusjoki Summer Festival - Takinkääntöviikko - is being used as an innovation platform for the Rural Event Industry.The platform provides a test-bed for real-life experiments and a r
Read more
Greetings from Finland!
Here at Mallusjoki, we have started a project by studying where in Finland people come from to our events. And because simplicity is beautiful, we have also started the study with a simple methodolog
Read more
Bridging PoliRural and PoliRuralPlus
PoliRural - The importance of stakeholder group work in rural development workIn the PoliRural project, stakeholder participation was an important part of the activities to innovate new tools for rur
Read more