Medanta's Les Amis campaign, organized by the professional fashion house Medanta, brought together restaurant industry professionals, students, media, and decision-makers around the same table.
The restaurant industry is an important part of Finnish working life, urban culture, and professional growth. Its future is built on expertise, appreciation, and how the industry is perceived in society. The main event of Medanta's Les Amis campaign gathered restaurant industry professionals, students, teachers, entrepreneurs, decision-makers, and the media in Helsinki to discuss what the industry needs right now.
Les Amis is a campaign by the professional fashion house Medanta, which highlights the value of vocational education, expertise in the restaurant industry, and a working life where everyone has a place. The campaign's message crystallizes around the idea of a shared table: the restaurant industry is built on professionalism, cooperation, and the opportunity for everyone to enter, learn, and grow in the field.
In autumn 2025, restaurateurs Laura Styyra and Ville Koho, along with campaign ambassador Linnea Vihonen, met with students in vocational schools across Finland to discuss working life, motivation, and future opportunities.
The main event of the Les Amis campaign was held on April 14th at Studio Skaala in Helsinki. A three-course lunch prepared by Restaurant Kuurna, a panel discussion, and curated table discussions formed a unified whole during the day.
The present and future of the restaurant industry were examined both on stage and at tables, where discussions continued on themes of education, appreciation, equality, well-being at work, entrepreneurship, culture, and responsibility. The panel included restaurateur Laura Styyra, Member of Parliament Fatim Diarra, and Haaga-Helia project specialist Marja Immonen. The discussion was hosted by campaign ambassador Linnea Vihonen.
“We wanted to continue the discussion around vocational education, the quality of working life, and the appreciation of the restaurant industry. At the main event, people who, from their own roles, have the opportunity to influence the future of the industry were invited to the same table,” says Salla Ceder, the campaign's project manager.
Three themes emerged in the discussions
In the discussions at the main event, the appreciation and perceptions of the industry, the connection between education and working life, and the quality of working life were emphasized. The appreciation of the restaurant industry particularly stood out. Discussions noted that the industry's significance as an employer, a field of expertise, and a builder of urban culture is still too weakly recognized. At the same time, the need to make the industry's successes, professionalism, and opportunities more visible was stressed. How the restaurant industry is talked about directly affects how attractive the industry is perceived to be.
"The restaurant industry and service sectors are too often sidelined in political discourse, even though they are significant employers and an essential part of urban culture,” Member of Parliament Fatim Diarra.
In the discussion on the connection between education and working life, it was emphasized that cooperation with educational institutions cannot remain at the level of principles; the industry needs more concrete encounters between students and working life. Early experiences of work, the work community, and one's place in the industry affect whether young people want to build their future in the restaurant industry. Therefore, the appreciation of vocational education was also strongly highlighted during the day.
“The restaurant industry is an excellent first job, but it should also appear as a long-term career option. This industry can open up many diverse paths,” restaurateur Laura Styyra.
Discussions on the quality of working life highlighted good immediate leadership, a functional work community, and the opportunity to learn safely. At the same time, the realities of entrepreneurship also emerged: a responsible working life that respects employees needs structures that make high-quality operations economically sustainable.
“How the industry is talked about directly affects how young people perceive it. The restaurant industry should be spoken of with pride, professionalism, and opportunity,” campaign ambassador Linnea Vihonen.
Future Hope & Future Driving Force awards
The Les Amis campaign's main event concluded with two acknowledgments that encapsulated the day's message. The Future Hope 2026 scholarship was awarded to Brandon Laas from Keuda's Mäntsälä campus.
“I am proud that I have moved forward despite challenges. I am especially proud of the people who have supported and encouraged me along the way,” Laas thanked upon receiving the award.
In addition, for the first time, the Future Driving Force awards was given to Hyria teacher Janika Puustinen. These recognitions aimed to highlight both new talents and role of the teachers and mentors who support their growth, believe in them, and help them find their place in the industry.
Les Amis is not an isolated event, but part of Medanta's long-term work for professionalism, vocational education, and a better working life. The main event of the campaign reminded everyone that the future of the restaurant industry is built together: through expertise, cooperation, and by involving the people who carry out the daily work in the industry, train new professionals, and decide its future conditions.
Additional information
Salla Ceder, Marketing Coordinator
salla.ceder@mdanta.com
+358 50 354 0033
