Saippuoitumalla

Saippuoitumalla refers to a Finnish tradition of soap opera viewing, particularly of the long-running television series *Salatut elämät* (*Secret Lives*), which premiered in 1999. The term blends the Finnish word *saippua* (soap) with *itumalla* (a suffix indicating a habitual or ongoing action), capturing the cultural phenomenon of dedicated, almost obsessive soap opera consumption.

The show, set in the fictional city of Pori, follows the lives of its characters through dramatic storylines, romance, betrayals, and social issues. *Salatut elämät* became a staple of Finnish television, often broadcast in the late evening or early morning, catering to viewers who tuned in regularly. Over time, the term *saippuoitumalla* evolved beyond just watching the show to describe the broader behavior of binge-watching soap operas, particularly in Finland.

The tradition reflects broader trends in European soap opera culture, where these series often serve as a form of escapism, social commentary, or even a shared cultural experience. In Finland, *saippuoitumalla* became a shorthand for the habit of watching soap operas with a sense of routine and attachment to the characters. The phenomenon also extends to other Finnish soap operas, such as *Pihlajakadun tulipalo* (*Fire in the Birch Alley*), though *Salatut elämät* remains the most iconic example.

While the term is primarily associated with Finland, similar cultural practices exist in other countries where soap operas hold a significant place in media consumption. The habit of *saippuoitumalla* highlights the enduring appeal of serialized storytelling and the role of television in everyday life.