1. Rage Bait (English) 

The Oxford Word of the Year in 2025 refers to an online phenomenon that, in our modern age of AI, deepfakes and perennial misinformation, is only becoming more prevalent. According to data studied by the dictionary, the usage of this term tripled in the last three months of the year, marking it out  as an expression deserving of attention – and one that reflects how we continue to become more literate consumers of online content.

In the words of Casper Grathwohl, the President of Oxford Languages: “The fact that the word rage bait exists and has seen such a dramatic surge in usage means we’re increasingly aware of the manipulation tactics we can be drawn into online. Before, the internet was focused on grabbing our attention by sparking curiosity in exchange for clicks, but now we’ve seen a dramatic shift to it hijacking and influencing our emotions, and how we respond.”

Rage bait beat out two other shortlisted terms for the accolade – aura farming and biohack – the first of which also belongs at home in the digital sphere.

2. Al Desko (English)

The adverb al desko – adapted from the Italian borrowing al fresco, meaning to eat outside in the fresh air – first appeared in English in the Washington Post in 1981, but was only added officially to the Oxford English Dictionary in 2025 after an uptick in usage. It refers to the practice of consuming lunch at one’s desk, sometimes while continuing to type away, answer emails and perform other light duties.

The inclusion of this word in 2025 appears to bear witness to a sharp about-turn in working practices from the days of the COVID pandemic. Gone are the longer and often more leisurely lunches of the WFH-era as workers continue to flock back to the office and pack more productivity into every last working day – apparently, and unfortunately, at the expense of the all-important lunch break. It seems many of the lessons learned in early 2020 have been very quickly forgotten!

3. Jernmarker (Fields of Iron, Danish)

For the second year in a row, the word chosen by the Danish Language Council in conjunction with the radio programme Klog på Sprog as Denmark’s Word of the Year has been one relating to the environment – Jernmarker, or Fields of Iron. In 2025, this word became a widely used metaphor in Danish debates about solar cell installations. The term refers to the large areas of land covered with solar panels, conjuring up a very literal yet evocative image of the phenomenon it describes, and thereby drawing on our emotions to clearly convey the speaker’s opinion.

The jury noted that the word is very Danish in that it combines everyday imagery with a pressing national debate about energy and land use. It’s tongue-in-cheek, direct and fairly damning all at the same time, and thus an example of very efficient language use. Jernmarker was chosen from a shortlist of words that, in large part, also reflected political developments rather than cultural or social phenomena, such as skyggeflåde (shadow fleet) and drone.

4. Balkongkraftverk (Balcony Power Plant, Swedish)

This entry from Sweden also reflects a growing trend in Scandinavian terminology developments over the past few years – namely the coining of new words relating to the worsening security situation in Europe and the everyday implications that this has for citizens of all creeds and backgrounds. As Sweden continues to remilitarise and the possibility of a future conflict becomes increasingly commonplace within the national psyche, Swedes are growing more and more familiar with words that describe new practices in the nation’s new alignment era.

Balkongkraftverk is one such word. It describes a small-scale solar power installation mounted on a balcony, allowing households – especially those in apartments – to generate their own electricity directly from sunlight. It has been heard in everyday conversations, policy debates and even in marketing campaigns, as Swedes increasingly frame their balconies not just as leisure spaces but as potential nodes of resilience and self-sufficiency in uncertain times.

Another similar Swedish word added to the dictionary this year was Beredskapsodling – the practice of growing crops at home (in the garden or, yes, even on the balcony) that can provide sustenance in an emergency situation. Together, these two words paint a picture of a Sweden that has grown more accustomed to the idea of a turbulent future. 

5. Simpa (Dine & Dash, Spanish)

One of the words acknowledged by the Real Academia Española in 2025 is simpa, a colloquial term in Spain that refers to the act of leaving a bar, restaurant, or taxi without paying. The word comes from the phrase sin pagar (literally without paying) and has been in usage since the late twentieth century. Its inclusion in the dictionary reflects how informal expressions tied to social behaviour – sometimes humorous, sometimes critical – gain legitimacy once they are deeply embedded in popular culture.

In English, this phrase often gets translated as ‘doing a runner’ (in the UK) or as ‘dine and dash’ as the practice is often known in the US. It was one of several slang terms to receive acknowledgement from the RAE in 2025, alongside farlopa (a common term for cocaine of uncertain origin) and boca-chancla (a word that literally means flip-flop-mouth and refers to somebody who blurts things out without thinking first). In many cases, these are longstanding terms that are now finally receiving official recognition.

6. Turismofobia (Tourism Phobia, Spanish)

Turismofobia is another Spanish term added this year, describing the rejection or hostility towards mass tourism and its effects on local communities. It reflects growing concerns about overcrowding, rising housing costs due to short-term rentals, environmental strain and the erosion of cultural identity in popular destinations such as Barcelona or Mallorca. 

The word captures the tension between the economic benefits of tourism and the social and ecological challenges it creates, and its inclusion in the Real Academia Española’s dictionary highlights how language evolves to express contemporary social anxieties. Much like other neologisms tied to modern life, turismofobia shows how everyday vocabulary adapts to debates about globalisation, sustainability and urban change, giving voice to communities that feel overwhelmed by the pressures of mass tourism.

7. Ómjólk (Unmilk, Icelandic)

This year, the European Parliament voted to restrict the use of meat-related words such as sausage or burger to describe plant-based alternatives to traditional meat products – like patties made from beans, potatoes and other vegetable products, for example. This followed on from a previous decision to do the same thing for dairy substitutes, and so it is interesting, therefore, that one of the words gaining traction this year in Icelandic is ómjólk – literally unmilk. This short and simple word can refer to any kind of milk substitute, whether derived from almonds, soya, oats or something else entirely.

The kind of lexical flexibility illustrated by the word ómjólk is useful in a context in which the aim is to describe what something is not rather than what it is – making it possible to group together disparate products on the basis of their function or shared qualities, even if they are very different in many ways. It is also interesting to note how the nature of Icelandic has allowed for such an elegant solution to emerge organically, while other languages struggle with clunkier phrases that add further fuel to the political debate. Could there be a correlation between the ease with which such new words can be adopted and spread and the outcomes of the wider political discourse?

8. Dinguerie (Madness, French)

Dinguerie is originally a French word that meant madness or folly, derived from dingue (crazy) plus the suffix -erie. In its earliest usage, it was used to describe irrational behaviour, reckless acts, or absurd situations – for example, “C’est une dinguerie de partir sans argent” (It’s madness to leave without money). This negative sense emphasised foolishness and extravagance, and for a long time this was the dominant meaning of the word recorded in dictionaries.

In recent years, however, youth slang and social media have reshaped the word. Dinguerie is now often used positively to describe something extraordinary, impressive, or surprising – like a daring stunt, a new fashion trend, or an amazing event. In that sense, it has followed a similar trajectory to English words like sick or wicked – words that once had negative connotations but now also describe things that are trendy or cool.

9. Sumud (Steadfastness, Italian)

Sumud, an Arabic word meaning steadfastness or resilience, entered Italian vocabulary in 2025 through Treccani’s Libro dell’anno. Its arrival was linked to the Global Sumud Flotilla, an international solidarity initiative with several Italian participants, that brought the concept into Italian public debate. In this context, sumud came to symbolise the values of endurance, hope and cultural identity associated with the Palestinian struggle, and its inclusion in the dictionary reflects how global political movements can leave a linguistic imprint.

In the same update, Treccani also added Pro-Pal, a shorthand for pro-Palestinian. The pairing of these two terms shows how the Israel-Palestine conflict is shaping Italian politics and culture, not only through activism and media coverage but also through the very words Italians use. Their recognition in the national lexicon underscores how deeply the issue resonates in Italy, with language itself becoming a marker of solidarity, division and engagement in global debates.

10. Sneukelspijt (Snacking Regret, Dutch)

Sneukelspijt is a playful Dutch compound word that literally translates to snacking regret. Far from being a uniquely Dutch phenomenon, it captures a feeling we can all relate to in the modern age – especially at the end of December, after the indulgence of Christmas and right before those new years’ resolutions kick in. The word itself is a portmanteau of sneukelen (to nibble or snack) with spijt (regret), creating a humorous yet relatable term that resonates with everyday life.

In 2025, sneukelspijt gained recognition in Dutch dictionaries and media as part of a wave of neologisms tied to lifestyle and culture. Unlike more serious additions such as hallucineren in the AI sense or manosfeer (manosphere) for online communities, sneukelspijt shows the lighter side of linguistic creativity. It’s a word that blends humour with self-awareness, acknowledging the small guilty pleasures that shape daily routines. Its inclusion highlights how Dutch continues to evolve by embracing both global influences and local quirks, ensuring that even the most ordinary moments – like regretting a snack binge – can find their place in the national lexicon.

Up to the Minute at All Times

We hope you’ve enjoyed this year’s round-up of new words not just in English, but across many of Europe’s most important and widely spoken tongues. We like to compile these lists each year not just because we find them to be fun and insightful, but because we think language can teach us a lot about the world we live in and where it’s headed – and because, as language experts, it’s important that we are always up-to-the-minute on how different languages evolve and change with time.

Curious to read more? Check out our round-up from 2024 for more neologisms and insight.

Or if you’re more interested in the future than the past, explore our range of services and find out how our language knowledge can work for you and your brand: Our Services.

The post Ten New Words in 2025 appeared first on Comunica.

What can these new words tell us about the world we live in and how is it changing? What do they tell us about ourselves, and about how different cultures view and conceptualise the world? And, perhaps most interestingly of all, what do these words mean for the localisation industry, and those of us who have made it our craft to understand words in all their layers of nuance, and move them across linguistic and cultural boundaries?

Read on to find out

1. Brain Rot (English)

Kicking things off is the Oxford Word of the Year – Brain Rot.

As with many of the new words that enter our lexicons, this one is very timely and reflects one of the realities of our modern lives, namely our love/hate relationship with social media. The term is defined as: “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging. Also: something characterized as likely to lead to such deterioration”.

The term was actually first recorded in 1854, but has taken on a new significance in the digital age, especially among Gen Z. Often, it is used consciously and ironically, and it is strongly connected with certain types of content on social media platforms which are intentionally designed to be as inane, unusual and irritating as possible. Interestingly, these strains of brain-rot content have even given rise to a lexicon of their own known as ‘brain-rot language’, which includes terms such as Ohio to mean something embarrassing or weird, and Skibidi, which means something nonsensical and cringe.

The word was chosen as the Oxford Word of the Year by 37,000 people in a public vote from a short list of six words in total. The other contenders in the shortlist were demure, dynamic pricing, lore, romantasy and slop.

2. Brat (English)

Another word of the year in English, this time crowned by Collins Dictionary, is the word brat, which has been newly defined by British hyper-pop  artist Charli XCX.

Brat first entered the dictionary in the 1500s and has traditionally meant a mischievous, spoiled or selfish child. Following the release of the Charli XCX album entitled Brat, however, the term has been redefined for a new era as a label which is ‘characterised by a confident, independent, and hedonistic attitude’ .

The term made the headlines earlier in the year when Charli XCX declared that Kamala was Brat, officially lending her endorsement to the Democratic presidential candidate. It was hoped that this declaration might tip the scales with young voters in the US, but sadly it was not quite enough to help Kamala Harris claim victory in the November elections.

3. Rawdogging (English)

Another term on the Collins shortlist for word of the year was rawdogging – a relatively recent slang term that has already received a second definition. In recent years, rawdogging has meant to undertake an activity without prior preparation or the proper equipment. In 2024, it has become strongly associated with a TikTok trend in which passengers embark on long-haul flights without doing anything at all to keep themselves entertained.

Those committed to rawdogging do not bring along a book or an iPad loaded up with games and films, and nor do they watch any of the in-flight entertainment provided by the airline. Instead, the only visual stimulation they allow themselves is the on-screen flight map which visualises the aircraft’s snail-like crawl between destinations.

According to an article in the Guardian, the term actually began its life as a rather explicit word with a specific meaning. Over time, however, it has undergone what is known as semantic bleaching – a process of becoming diluted and more versatile in meaning.

4. Ecogeste (French)

Moving away from English, one of the 150 new words added to the French dictionary Larousse in 2024 is Ecogeste. Like many new words, this one reflects changing habits and practices in our modern age. Specifically, it is the practice of adopting a new behaviour for the benefit of the environment, such as going vegan or giving up long-haul travel. Even smaller actions can be covered by the word, like turning down the radiators or swapping the car for the bicycle a few days a week.

This is one that translators will want to exercise caution around, namely because there is a false friend lurking in the second-half of the word. It may be tempting to translate geste as the similar-sounding English word gesture. However, gesture can have negative connotations. It may imply an empty or performative action that pays lip service to a problem, but which is intended more to benefit an individual’s image rather than to actually effect change. This sense of cynicism is not present in the French term, and so translators should take care not to inadvertently introduce it in their work!

5. Fedtemøg (Danish)

Denmark’s Word of the Year is crowned by the Danish Language Board in collaboration with the Danish national broadcaster, DR, on radio programme Klog på Sprog. This year the honour was bestowed upon the rather evocative word fedtemøg in a special broadcast from a high school in Odense.

The word literally translates as ‘fat muck’ or ‘grease dirt’. According to the Local DK, it has a colloquial subtext and might be used to describe a dirty child when they come home from playing in a muddy playground, for example. In 2024, it has risen to prominence for rather unfortunate environmental reasons.

Oxygen depletion in Denmark’s fjords has resulted in dead fish and the appearance of a dirty, oily layer on the surface of the water, and this is what has become known as fedtemøg. The issue has received widespread attention in Denmark, with activists even holding a funeral for Vejle Fjord in order to draw attention to the urgent need for action.

In response, government initiatives have been announced to improve conditions in 20 Danish fjords – and hopefully 2025 will show this to be an example of how the power of language can inspire positive change.

6. Bedredskapsvenn (Norwegian)

Sticking to Scandinavia, Norway’s word of the year, unfortunately, also points to a rather bleak and more uncertain future. In early December, the Language Council of Norway crowned beredskapsvenn as its word of the year – a word which literally means ‘preparedness’ or ‘emergency friend’. According to the council, it gained prominence after appearing in a brochure published by the Norwegian authorities with tips and advice on what to do should a crisis break out.

It therefore reminds us of the threats and dangers that may be lurking over the horizon, as we become increasingly accustomed to a deteriorating security situation in Europe. At the same time, though, it also points to the importance of community, and helps to normalise the idea that we must be prepared to help one another through difficult times. It is therefore a word with both a darkness and a lightness at its core, and one with a very strong connection to the unfolding political situation in Europe.

7. DANA (Spanish)

Like fedtemøg from Denmark, this new word from Spain also refers to an environmental phenomenon. The word is an acronym which stands for Depresión Aislada en Niveles Altos –meaning periods of heavy rain, stormy weather and sudden drops in the temperature. Sadly, it is a word that everyone in Spain became familiar with this year as the meteorological phenomenon behind the flash floods that ravaged the Valencia region of Spain in the autumn. In fact, the term became so widespread, that it made its way into the dictionary published by the Royal Spanish Academy (RAE).

Interestingly, there is no direct translation into English, possibly because this phenomenon does not typically occur in English-speaking parts of the world. A typical translation, according to the Local, would be a cold front with torrential rain, or just a very bad storm. The literal translation of the Spanish is: isolated depression at high levels. In technical terms, it is a meteorological phenomenon caused by differences in temperature and atmospheric pressure between the polar and equatorial regions.

8. Aura (German)

This one is actually an English term with anglophone origins – but one which has gained so much traction in Germany that it has been recognised as Germany’s Youth Word of the Year for 2024 by the Frankfurt Book Fair. A nice example of just how international language has become, and how words in the English language can take on lives of their own in other corners of the globe.

Originally, the word aura refers to the distinctive air or essence surrounding a person. German teens, though, have given the word a new twist by using it as a positive expression of being cool or doing good deeds. It is also used alongside the associated term aura points which refer to the total sum of your aura. Doing cool things gives you aura points and adds to your overall aura, while lame or uncool actions may cause one to lose points and diminish their aura.

The origins of the term have been traced back to a 2020 New York Times article about Dutch footballer Virgil Van Dijk in which he is quoted as saying: “Solutions Are Expensive. An Aura Is Priceless.”

9. Ampel-Aus (German)

Staying with Germany, this new word comes to us from the world of politics. It literally means ‘traffic-lights breakdown’ but has nothing to do with transport infrastructure. Instead, it refers to the collapse of Germany’s coalition government in the latter half of the year, which was known as the traffic-light coalition due to the colours of its constituent parties.

The term was chosen as the German Word of the Year by the Association for the German Language from a shortlist which included runners-up such as Klimaschönfärberei (greenwashing), Kriegstüchtig (war-ready) and Angstsparen (the practice of saving money out of fear). All in all, a selection which allude to the problems of our age, and which, like Ampel-Aus itself, hints at an uncertain future looming just over the horizon.

10. Katsu (English via Japanese via English)

Rounding off the list is what’s known as a boomerang word – one that started its life in English, flew off to Japan, then came right back at us in a slightly modified form.

Let us explain: In Japanese, the word katsu refers to a piece of meat, seafood, or vegetable, coated with flour, egg, and panko breadcrumbs, deep-fried, and cut into strips. It is a shortened version of the word katsuretsu, which, in turn, is a borrowing of the English word cutlet.

This year, the Oxford English Dictionary added the word katsu alongside 22 other borrowed terms from Japanese, around half of which relate to food and food preparation. The new definition specifies that katsu refers not only to a breaded piece of meat or veg as described above, but one that is typically served with shredded cabbage and tonkatsu sauce within Japanese cuisine.

The addition of this word to the English Dictionary is, we think, a nice example of the journeys words go on, and a positive example of how globalisation and digital connectivity allow for all kinds of enriching exchanges, both culinary and linguistic.

So, there you have it! Ten new words added to our lexicons in 2024 – a diverse and intriguing collection which, in many cases, reflect global challenges and mounting concerns about our future, but which also showcase our continued love for language, and a global, multi-generational tendency to get creative and have fun with new words. I don’t know about you, but in 2025, we will be keeping our eyes peeled for yet more new additions to our lexicons, and we will have great fun trying to come up with fun and inventive ways to translate and localise them – because that, too, is part of how new words come into being, and of how our languages continue to evolve and develop.

The post Ten New Words in 2024 appeared first on Comunica.

But did you know that in the Nordics, advent is also associated with storytelling? It all began in 1957, when Sweden’s national broadcaster first aired a serialised advent programme for children, every morning at 7:55 from 1 to 24 December. The tradition quickly spread to the other countries in the region, and before long it had made the leap onto television.

Today, advent calendar programmes are broadcast on the radio, aired on television and even made available as podcasts and in other formats. They are a cherished and beloved part of the Christmas season for many, and a much healthier alternative to starting each day with a piece of chocolate – although that is naturally also a popular tradition in the Nordics as well!

Read on to learn more about the history of this tradition and the form it takes today!

Advent in Sweden

The show that kicked it all off was Barnens adventskalender (Children’s Advent Calendar). Each five-minute episode featured children singing Christmas songs, chatting about their preparations, and describing the picture behind that day’s calendar door. It was a programme that stood out for its participatory format, with listeners at home able to follow along with the paper calendars they got included in the weekly radio guide.

A few years later, Sweden’s national public television broadcaster Sveriges Television (SVT) adopted the advent calendar format for television. Beginning in 1960 with a series called Titteliture, a 24-episode production aired daily from December 1 to 24 became what is now known as SVT’s Julkalender (The Christmas Calendar). Each year since then, a new story – often festive, adventurous, or whimsical – is broadcast as a way of counting down to Christmas Eve, in what has become a much-anticipated television tradition for children and families across the country. The Julkalendern on television typically consists of 24 short episodes aired daily, and the series has become a staple of Swedish Advent culture.

The 2025 edition of the show is called Tidstjuven (the Time Thief) and follows 11-year-old Clint, who hates Christmas after his father vanished during the holiday season five years prior. In the series, Clint discovers a pair of magical time-viewing binoculars left behind by a mysterious man. These allow him to see his dad stuck in the past and embark on adventures to rescue him, accompanied by one of Sweden’s most famous kings, the corpulent and clumsy Gustav Vasa. The show combines storylines for both adults and children, bringing everyone in the family together for 15 minutes of Christmas magic a day.

Advent in Denmark

Inspired by the format’s success in Sweden, Denmark embraced the idea of a broadcast advent calendar, known in Danish as a julekalender, turning the countdown to Christmas into a nationwide viewing tradition. The very first Danish julekalender was broadcast on Danish television in 1962, under the title Historier fra hele verden (Stories from Around the World). Each episode was in two parts – first, there was a short film in which actors mimed out a scene narrated by a female voice. This was then followed by a short documentary on how children live in other parts of the world. In other words, it was a festive and charming mix of humour, culture and entertainment – and the foundation for a whole new Christmas tradition in Denmark.

It wasn’t until five years later, however, that the genre really captured the attention and imagination of the Danish public with the broadcast of a series entitled Kender du Decembervej? (Do You Know December Street?). This show featured puppets and a cheerful mouse character named Magnus Tagmus, whose catchy song helped cement the series as a well-known and much-loved holiday favourite. It was informal and down-to-earth in style, and has been rebroadcast on several occasions as one of the most beloved advent calendars to have ever aired on Danish television.

The Danish approach to the advent calendar tradition has also been notably diverse. In 1990, the broadcaster TV 2 entered the julekalender space, creating an alternative version of the Christmas calendar series that typically targeted both children and adults. One of the most iconic of these is The Julekalender (1991), a comedy about three elves who travel from America to Denmark to save Christmas from evil, money-loving creatures called Nå-såre. The show combines English and Danish dialogue and draws a great deal of its humour from the mangled Danglish spoken by its protagonists – which unsurprisingly makes it a firm favourite for many of us here at Comunica!

Over the years, two other famous advent calendars in Denmark have been Vinterbyøster and Jullerup Færgeby, both of which built on the previously established tradition of combining live-action characters with colourful and charismatic puppets – giving the shows a playful and whimsical feel. The puppets often served as comic sidekicks, mischievous troublemakers, or helpful friends, enriching the narrative and helping to bring the small-town or magical settings of each calendar to life. Their popularity stemmed from the memorable characters, humorous interactions and heart-warming stories, and today they conjure up feelings of nostalgia and festive comfort in many Danes who remember them from their childhoods.

Advent in Norway

In Norway, the tradition of advent stories on television did not begin until 1979 when NRK broadcast Jul i Skomakergata (Christmas on Shoemaker Street) – a gentle, heart-warming series starring popular Norwegian actor Henki Kolstad as cobbler Jens Petrus Andersen. Over the course of its 24 episodes, Jens is visited by a series of friends, neighbours and visitors with shoes that need mending before Christmas. Their interactions with Jens give a slice-of-life feel to the narrative and offer a window into the community’s everyday rhythms. The show has been rerun many times over the years, and in 2006 it was parodied by Norwegian comedian Zahid Ali who transposed the action to a multicultural street in Oslo and used the format as a vehicle to address modern social problems such as racism and cultural clashes. This reworking of the show is a testament to its enduring position in the Norwegian popular imagination.

In recent years, one modern twist on the format to emerge in Norway (and Denmark) has been 24-stjerners julekalender, a prime-time programme on NRK that adapts the traditional 24-episode advent structure into a light-hearted celebrity competition. Instead of following a scripted narrative, the series features 24 well-known Norwegian personalities who take part in one Christmas-themed challenge per day from 1 to 24 December, with one participant eliminated in each episode. Hosted by Markus Neby, the show combines familiar advent calendar rhythms with reality-TV conventions, humour and festive spectacle and it has attracted large audiences since its debut. The show is a nice example of how the format continues to adapt and move with the times, taking influence from global television trends while simultaneously remaining anchored in a distinctly Nordic media tradition.

Discover More in Our Nordic Hub

Are you interested in learning more about Christmas in the Nordics? Check out our article about Nordic Christmas foods or our post about Nordic Christmas traditions.

And if you can think of a particular tradition or quirk we haven’t already written about, send us an email and we’ll add to our list!

Glædelig Jul / God Jul / Merry Christmas!

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Throw Yourself into the Wall

Släng dig i väggen is an expression you might come across in Sweden that literally means to throw yourself into a wall. Stripped from its context, perhaps our first guess at its meaning might be that it is somehow related to the English expression ‘to bang your head against a brick wall’, which we use to express frustration when repeatedly trying to complete a task without success?

Or, maybe it’s like the expression ‘to talk to a brick wall’, which we use when it seems like no matter what we say or how we say it, our message just doesn’t seem to get across?

Well, nope! The closest equivalent in English would actually be ‘go take a hike’ (or the more playful alternative, ‘why don’t you go and take a long walk off a short pier’). If a Swede tells you to throw yourself into a wall, essentially they’ve had enough. You’re annoying them and they can’t take it anymore, they just want rid of you asap. It’s less subtle, less coded and a tad more aggressive than what we would say in English – the Swedes are nothing if not direct, but that’s we love them.

To Slide in on a Shrimp Sandwich

Att glida in på en räkmacka is a tongue-in-cheek remark that refers to somebody who has had it easy in life. If somebody slides in on a shrimp sandwich, they’ve had things handed to them. They’ve been very fortunate through sheer luck or circumstance, without having had to work hard to get to where they are. So as you can see, it is often tinged with connotations of resentment, judgement and an implied respect for the value of hard work.

In English, we might translate this term as being born with a silver spoon in one’s mouth, or we could use the more modern neologism nepo-baby – all depending on the context, of course. And while – like many idioms – the term may sound bizarre initially, it has a very logical origin story. Quite simply, shrimp were once available only to the upper classes, and so consuming them in salads or sandwiches was long seen as a symbol of status. It was therefore perfectly logical that any mention of shrimp would immediately connote wealth, status and, by virtue of these qualities, an easy ride in life.

To Have Ice In Your Stomach

Att ha is i magen literally translates as having ice in your stomach. At first, it almost sounds like it might refer to the state of being very cold (a bit like the English expression to feel the cold in your bones) or perhaps even being unwell (I mean, having ice in your stomach couldn’t possibly be healthy!)

In fact, the expression actually means to remain collected and cool. It is often used to refer to somebody who does not lose their head under pressure, or to encourage somebody to stick to their guns and not cave when things get dicey or difficult. Somebody with ice in their stomach thinks clearly and does not spook easily. Although it might sound odd, the different elements of this phrase can be seen in many English expressions. As we have seen, cool and cold are often used in idioms relating to determination and logical thinking, while the stomach (or gut) is often linked to our emotions and resolve – as in the English expression gut feeling.

You’ve Planted Your Last Potato

Du har satt din sista potatis! Meaning what, exactly? You’ve finished your work on the farm for today and you can now go home and put your feet up for some fika and a nice rest?

Um, not exactly. This idiom is actually what you might hear from a Swede if you really push them to their limits. Despite the whimsical images of bucolic countryside life it might conjure up, this is actually quite a menacing idiom, akin to the English phrases ‘you’re done for’ or ‘you’ve blown your last chance’. If your boss says it, then it probably means you’re fired. If a gangster says it then, uhh , probably best to pack your bags and skip town.

You’ve planted your last potato because your productive days are about to be over … once and for all.

So there you go – four fun and unique Swedish idioms. Which one was your favourite?

Head back to our Knowledge Hub for more cultural and linguistic insights, as well as other insightful articles about translation best practices, the value of localisation, and how we deal with culturally-loaded terms and creative wordplay in translation.

The post Unique Swedish Idioms appeared first on Comunica.

As keen observers of the sector, we’re always up to the minute on the latest trends and developments – so that we can advise our clients on how best to adapt their content and tap into current demands within each specific market they wish to attract. In this article, you can read about some of the travel trends that are big or on the rise right now:

Noctourism

This term was coined recently to describe a phenomenon that is by no means new, but sharply rising in popularity. As the name suggests, noctourism is the practice of exploring cities and destinations at night. It includes things like:

• An after-hours jungle safari or a northern lights experience

• A foodie adventure through a bustling night market

• A visit to a lit-up downtown area or an illuminated museum

Sometimes, the point is to experience things you can only see at night. Other times, it’s an opportunity to escape the bustle or get a new perspective. In many places, the trend is a response to overcrowding and soaring temperatures in daylight hours.

For businesses in the tourism sector, it means an opportunity to accommodate fresh demand for a new style of tourism as well as the possibility to extend operating hours. It is also a crucial necessary insight that can help keep you relevant and in demand.

Sustainable Travel

Unsurprisingly in 2025, sustainability features higher and higher on travellers’ lists of priorities. Train, bus and ferry travel are all up, eco-hotels are spreading, and, in general, customers are actively seeking out both accommodations and experiences that are gentle on both people and planet.

In Denmark, for example, travellers consistently report that sustainability factors feature high among their reasons for choosing this country. Bicycle culture and organic food options in particular standout as some of the eco-benefits that this country can boast about.

In the capital, Copenhagen, there are more bikes than there are people, with around 62% of Copenhagen’s commuting to work or school by bike everyday. Tourists can easily rent bikes themselves and make use of the city’s superlative cycling infrastructure to whizz around from sight to sight.

Coolcations

Coolcations are a rising travel trend where tourists seek cooler destinations instead of traditional hot-weather holidays. It is driven by a combination of overcrowding in traditional destinations and increasingly severe summer heatwaves that create demand for an opportunity to cool-off.

In Europe especially, travellers are turning away from overheated Mediterranean resorts and heading north, making the Nordic countries prime beneficiaries. With their mild summers, striking landscapes, and sustainable tourism practices, places like Iceland, Norway, Sweden, and Finland offer glacier hikes, midnight sun kayaking, forest saunas and vibrant coastal villages. Plus, unlike newer destinations adopting the trend, the Nordics have long embodied this lifestyle – thriving in crisp air and integrating wellness, nature and culture into everyday life.

Read More

If you are interested in reading more about some of the trends mentioned here, check out our post on sustainable tourism and how translation can play a role in influencing traveller behaviours here.

Be sure to also check out our helpful guide to destination marketing for ideas on how you can draw on the appeal of your destination (and the ways it connects with these trends) to boost your business.

And if you’d like to know more about all the ways we can help, get in touch to book a free consultation or receive a quote – let’s create something impactful together!

The post Travel Trends to Watch appeared first on Comunica.

Löyly

If you know anything about Finland, it’s probably that saunas are a big part of everyday life. So much so that it has its own vocabulary. In Finnish sauna culture, the oft-heard word löyly represents far more than just steam – it’s the soul of the sauna.

When water hits the heated stones of the sauna stove (called kiuas), it creates a burst of hot vapour that envelops the room. This is what the Finns call löyly, and it isn’t just about the increase in temperature – it’s about sensation, atmosphere and ritual. The word löyly has ancient roots in Finno-Ugric languages, originally meaning ‘spirit’ or ‘life force.’

Historically, the sauna was considered a sacred space in Finland – where people were born, healed and even passed away. Löyly was seen as a manifestation of that spiritual energy. In Finnish sauna culture today, there is also a concept of an ‘ideal löyly’ or ‘perfect steam,’ which refers to the optimal balance of heat and humidity in the sauna. In other words, it’s an ancient term that’s replete with meaning and yet still highly relevant and widely used today.

Lintukoto

This sweet Finnish word is used today to evoke a safe place – a tranquil haven where we don’t need to worry, or a kind of paradise on earth. But beyond this simple meaning, its origins are rooted in mythology and nostalgia, providing a fascinating insight into how the people of Finland once saw the world.

In Finnic mythology, lintukoto refers to a paradise-like place where birds migrate for the winter. It was believed to be near the edge of the sky dome, where the sky was so close to the ground that the local inhabitants would have to be dwarfs. The concept evokes a peaceful, idyllic sanctuary – far removed from the troubles of the world.

Interestingly, the Milky Way is called Linnunrata (bird’s path) in Finnish, because it was said to be the route that birds followed to fly to lintukoto and back, showing how this simple concept has pervaded many corners of Finnish culture and language.

Sisu

Sisu is probably the word most often cited as a unique Finnish concept. It refers to a mindset that embodies extraordinary determination, resilience and courage in the face of adversity. It is often described as a blend of grit, bravery and tenacity, but no single English word fully captures its meaning.

At its core, sisu represents the ability to keep going when success seems unlikely. It is not just about enduring hardship, but about actively choosing to confront challenges head-on and persisting despite repeated setbacks. This quality has long been considered central to Finnish identity, forged through centuries of survival in harsh climates and difficult historical circumstances.

The word sisu comes from the root sisus, meaning ‘interior,’ ‘guts,’ or ‘inner organs.’ In its earliest sense, it referred literally to what lies inside a person, but over time it evolved metaphorically to describe inner strength, resilience and the capacity to endure.

The post Unique Finnish Words appeared first on Comunica.