Lithuania Has a Secret Weapon for Tourism Success: Cold, Pink Soup

Šaltibarščiai is a source of culinary pride, and now it's fueling the Baltic country's marketing

In Lithuania, Šaltibarščiai is a popular dish—and tourists can even buy pink soup-themed souvenirs. Lithuania Travel

Šaltibarščiai is not a dish you’re likely to see very often outside of Lithuania, and, unless you’re a linguist, you’re not to likely to have much luck pronouncing it either–but the Baltic state is betting on it to help lure in more tourists, even if it does leave them tongue-tied.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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