Since the first publication of the Organization for Economic Co-Operation and Development (OECD) PISA (Programme for International Student Assessment) results in 2000, the Finnish education system has received much praise both in Finland and abroad. In recent years, Finland started to build up its own education export sector with the aim of becoming a leading actor in the international field of education export. The evolution of Finnish education export is an interesting case study not only because it is a recent phenomenon but also because of Finland's unique legal position toward the commercialization of education. This article introduces the current action steps and stakeholders of this newly emerging sector. It explores aims, strategies, and practices from the perspective of the Finnish government, Finnish education institutions, and the private sector, and sets Finnish education export in a global perspective. It is sensitive toward current challenges in the field to provide valuable insights not only for the international audience but also for Finnish actors.

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In 2010, the Finnish Ministry of Education and Culture formulated Finland's first education export strategy. This policy document attributed Finnish Higher Education Institutions (HEIs) a significant role in the emerging sector by declaring them as 'engines' of education export. Situated in a phenomenological approach towards policymaking, this paper empirically investigates how HEIs perceive their role as education exporters. A case study is presented in order to give voice to those who are supposed to implement the education export strategy. The data was gathered from HEIs' international offices across Finland and analysed by means of content analysis. The findings indicate a gap between vision and reality and thus challenge the existing policy discourse.