Sisu
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Sisu is a Finnish concept that combines inner strength, determination, perseverance in the face of adversity, and a strong work ethic. There is no direct English translation, but the concept can be somewhat expressed as "tough as nails" or "hard-bitten". To anthropologists, it is an appropriate invention for a cold northern land, fractured by thousands of lakes, and long under threat of being overwhelmed, militarily, linguistically and otherwise, by more powerful neighbours. Similar concepts exist among other cold-weather peoples, such as the Inuit and Chukchi.
Due to its cultural significance, Sisu is a common element of brand names in Finland. For example, there are both Sisu trucks and Sisu vitamins. Sisu is also a brand of strong-tasting candy manufactured by Leaf.
The term is commonly used in everyday speech to describe stoic toughness. For instance: Even after cutting his hand open and getting 12 stitches, he didn't shed a tear. Wow! He's got sisu! By analogy, the term has picked up new meanings. Depending on context, "sisu" can refer to spunk, attitude, self-confidence, etc.
SISU is also the acronym for the educational association of the National Sports Confederation for Sweden. The allusion is intentional.