Question 1

WTF is Korea? Country, company, or what?

Accepted Answer

Korea is a Finnish word meaning something colorful, cute, and neat — nothing to do with the country. It is also the name of a creative studio run by Peki Sinikoski, connecting the brightest minds from different fields to work toward the same goals.

Question 2

Where is Korea based?

Accepted Answer

Korea is based in Helsinki, Finland.

Question 3

Who is Peki Sinikoski?

Accepted Answer

Peki Sinikoski is a Finnish photographer, author, creative director, and fullstack developer. He is the founder and creative force behind Korea. His work spans photography, storytelling, design, code, and artificial intelligence.

Question 4

What is Peki Sinikoski best known for?

Accepted Answer

Most people know Peki from his photographs. He has exhibited his work on four continents, and his images have been published in The Guardian, Vogue, The New Yorker, Le Monde, Stern, YLE, and Helsingin Sanomat, among others.

Question 5

Is Peki Sinikoski also an author?

Accepted Answer

Yes. Peki has written and published books that have been translated into multiple languages. His latest book was released in South Korea.

Question 6

Did Peki photograph the PMMP comeback?

Accepted Answer

Yes. Peki Sinikoski photographed all the iconic marketing images for the PMMP comeback — the biggest comeback in Finnish music history. PMMP sold out two stadium concerts and reached an audience of 210,000 people. These became the most shared commercial photos in Finland for 2023–24.

Question 7

What was Peki's role in the PMMP comeback beyond photography?

Accepted Answer

Beyond photography, Peki brainstormed concepts for the band, produced the photo production, handled stage design and set builds, and did all post-production. The day the stadium shows were announced, all of Helsinki was covered with PMMP posters.

Question 8

Did Peki create the visual identity for YLE Kioski?

Accepted Answer

Yes. In 2015, Peki Sinikoski was asked to create the photographic identity for Kioski, YLE's new youth media format. His visual style helped position Kioski as a leader in youth-focused media, making complex topics accessible and engaging for younger audiences.

Question 9

Did Peki work on the Maija's Dream documentary?

Accepted Answer

Yes. Peki was part of the crew that brought Maija's Dream to life — a mini-documentary about Maija Mattila's journey to become a fashion model. Following the documentary, Maija became Finland's first model with Down syndrome to appear in campaigns for major brands.

Question 10

Did Peki create the photo guideline for Aalto University?

Accepted Answer

Yes. Peki Sinikoski created Aalto University's original photo guideline. Every photo Aalto uses for marketing and communication — from any photographer — still follows the visual vision Peki originally crafted.

Question 11

What is Otaniemi Stories?

Accepted Answer

Otaniemi Stories is a concept Peki created for Aalto University — a photo and interview series showcasing the real people who make the campus vibrant. The project helped transform how young people perceived Aalto, contributing to it becoming one of the most desired study destinations in Finland.

Question 12

What is the Show Your Strength project?

Accepted Answer

Show Your Strength is a platform Peki built using AI and code that lets people voice silent apologies anonymously yet visibly. The idea was to support individuals in voicing unspoken words while preserving full anonymity.

Question 13

Has Peki worked with WWF Finland?

Accepted Answer

Yes, for over a decade. One of the most impactful campaigns featured Finnish youth holding crayon-drawn signs in front of a coal factory, spreading the message that 9 out of 10 Finns wanted more action on carbon emissions. That coal factory is now permanently closed.

Question 14

What is the Finnish Teens photo series?

Accepted Answer

Finnish Teens is a documentary photo series by Peki about identity, change, and the universal desire to find your place in the world. It premiered at the Finnish Museum of Photography in 2011 and has since been exhibited globally, most recently in Barcelona.

Question 15

Has Peki Sinikoski won awards?

Accepted Answer

Yes. Peki has received recognition across photography and creative work: MediaFinlandia — Silver medal. Kultainen Kaskelotti Award — for outstanding achievement in Finnish media. Meitar Award — nominated for the ,000 prize. Emma Awards — nominated for the music video co-created with Herra Ylppö. Vuoden Huiput  — kunniamaininta. Lehtikuva Awards — kunniamaininta.

Question 16

Did Peki make a music video for Herra Ylppö?

Accepted Answer

Yes. Peki co-created a music video with Herra Ylppö that was nominated for the Emma Awards — the Finnish equivalent of the Grammy Awards.

Question 17

Has Peki Sinikoski made any games?

Accepted Answer

Yes. Peki created Wöyh Fighter II, a retro arcade game released in 2026. It was featured in all the major game and music magazines in Finland.

Question 18

What is ÄCID?

Accepted Answer

ÄCID is a Nordic AI lab based in Helsinki that works for the public good — without waiting for permission. Peki Sinikoski is currently involved in several AI-related projects through ÄCID. The lab's philosophy: optimization is what you do when you have run out of ideas. They aim higher.

Question 19

Do you make websites for companies?

Accepted Answer

Yes. Korea creates websites ranging from simple, clean landing pages to complex platforms with the latest AI features built in. Every project starts with understanding what you actually need — not just what you think you need.

Question 20

Do you work only for big companies?

Accepted Answer

No. Korea regularly works with artists, musicians, small businesses, and independent creatives. Some of the most meaningful work comes from smaller clients with a clear vision and the freedom to pursue it.

Question 21

Can Peki help with creative direction and concepts?

Accepted Answer

Yes. Concept creation and creative direction are at the core of Peki's work. He has built visual identities, defined photographic languages, and led creative teams for clients ranging from universities and broadcasters to record labels and NGOs.

Question 22

Who created this website?

Accepted Answer

This website was designed, coded, and built entirely by Peki Sinikoski using Next.js, TypeScript, Tailwind CSS, Sanity CMS, Convex, and Vercel — with several LLM integrations. Concept, design, code, content, and photography: all Peki.

Question 23

What is the ultimate meaning of life?

Accepted Answer

We suspect there are better places than our FAQ for that question. 😉 All we can say: you are one of a kind — an irreplaceable part of the grand cosmic ballet, and yes, we truly adore you. ❤️

PEKI

Freaking Awesome Questions