According to the strategy of the Finnish Ministry of the Environment, cultural environments are important building blocks of identity and have the potential to strengthen and develop the vitality and well-being of the regions. A skilledly branded cultural environment increases the attractiveness of the area from the point of view of residents, businesses and tourists. According to the answers to the first Finnish Cultural Heritage Survey, cultural heritage is also important for the reputation of different regions. In accordance with the Regional Programme for North Karelia, tourism in the region must be developed by strengthening the competitiveness of business activities, different skills, internationalisation and resource wisdom. Tourism in North Karelia must be able to stand out in national and international competition. Visibility requires highlighting the specific features of the region, packaged services and strong cooperation among the actors in the region, including in the common market and sales of tourism services.North Karelia’s position on the border between the eastern and western world circles has shaped its culture and the self-perception of its population throughout the centuries. The province has a multicultural history, it has been an area of cultural encounters. A skilledly branded cultural environment increases the attractiveness of the area from the point of view of residents, businesses and tourists. Kalevala, the exploitation of Kalevala is an essential part of the Northern Karelian cultural environment. In the international markets in particular, Kalevala is perceived as attractive, which is the advantage of North Karelia in competition for international customers and export earnings. Kalevala’s appeal is based on the fact that Kalevala, its themes and Kalevan characters are widely known around the world.North Karelia still lacks expertise in transforming stories into digital services or products. The productisation of stories of mythologies (Kalevala) and the experiments that go beyond the related industries have also been limited in the province. Productisation of stories could be solved through service design, digitalisation and networking. Kalevala — adding value to business — responds to these challenges. The project develops a new, modern and modern implementation of Kalevala, which also appeals to young people and acts as a tourist attraction for the whole family. The project will create a commercialisation path for intangible cultural content as a tool for the development of the business of existing companies in the tourism and service sectors. The project will integrate entrepreneurs and talents from different fields to shape a new, diverse Kalevala image. During the commercialisation path, a variety of flexible groups of companies and operators are formed, which together are able to utilise their own and each other’s expertise in the production of product modules and in the package of services. The commercialisation path is built on short or longer experiments and related workshops. The key theme of the project is the exploitation of digitality and storyboard. In addition to digitalism, the project’s cross-cutting theme is responsibility and sustainable development.The implementation of the project is divided into four work packages, which form the commercialisation path of the project.Work Package 1. The theme and exploitation of cultural content in the business of companies.The work package is carried out in the form of various workshops, which form business networks based on the cultural themes chosen by the companies. Commercialisation workshops for intangible culture Workshops develop commercialisation paths through pilots and demos related to Kalevala. The innovation workshop utilises the Kalevala information and product packages created in Work Package 1. The aim is to apply background material to companies’ operations and strengths. The Work Package will be implemented in parallel with Work Package 3, building on its results.Work Package 3. Building customer understanding of the international market, as well as testing the storyline products produced in selected target markets.Work Package 4: Kalevala Network Innovation Platform and Intangible Culture Commercialisation GuideThe result of the commercialisation path is the regional Kalevala Network innovation platform, which brings together pilots, demos, operational concepts created during the project to be utilised by companies. The work package is based on the earlier activities of the project, the creation of business networks, the creation of new regional service concepts, the branding around the theme, the common cultural themes. Companies will be able to use digital and responsibility-related elements in their operations and advertising in a wide range of ways.