Entered by Go Vilnius

Vilnius faces the challenge of positioning itself among Europe’s secondary capitals - cities like Riga, Tallinn, or Bratislava that compete for short-break tourism and international attention. While visitors often leave impressed by Vilnius’ compactness, cleanliness, and food culture, the city lacked an iconic, unifying experience that could firmly place it on the map as both distinctive and attractive. In addition, geopolitical perceptions and the absence of “must-see” landmarks limited Vilnius’ ability to differentiate itself. At the same time, the city’s public spaces, though lively, had not yet been transformed into a symbolic stage that could unite citizens, businesses, and visitors in one shared tradition.

The purpose of the Pink Soup Fest placemaking initiative was to change this. By using Lithuania’s beloved cold beetroot soup (šaltibarščiai) as a creative anchor, the city sought to reimagine its public spaces through gastronomy, art, and playfulness. The initiative aimed to create a recurring, world-class festival that would bring life into the streets and squares of Vilnius, strengthen the city’s image as bold and artistic, and offer both residents and visitors a reason to gather, celebrate, and identify with the place.