As the 71st Miss Finland, Pumpanen accepted the crown from Essi Pöysti, the 2009 titleholder, on 17 January 2010 and said "I have been dreaming about this since I was eight years old.
Miss Suomi konkursi 71. võitjana võttis Viivi Pumpanen krooni 2009. aasta missilt Essi Pöystilt vastu 17. jaanuaril 2010, öeldes: "Ma olen sellest unistanud juba kaheksa-aastasest peale.