Soap Fever

During Finland’s devastating financial crisis in the 1990s, The Bold and the Beautiful became an unlikely source of comfort. More than a million Finns escaped daily into its constructed world of glamour and romance, developing an extraordinary attachment to the show. When a local celebrity manager began bringing the cast to Finland, the phenomenon reached new heights: shopping malls, ferries, and stadiums turned into scenes of collective excitement. Through archival footage, interviews, and dreamlike sequences, the film reveals how this shared fiction offered hope, connection, and joy to a country in crisis.