To foster successful professional relationships in Riga, foreign executives must understand the nuances of Baltic social dynamics. This cultural primer explains the local preference for direct communication, the irrelevance of small talk, and the deep respect for personal space that defines Latvian business interactions.
Key Takeaways:
Skip the Small Talk: Latvians value high efficiency over pleasantries; limit the weather talk and transition immediately to the business agenda.
Respect Personal Space: Maintain at least an arm's length of physical distance during conversations to avoid making your Baltic colleagues uncomfortable.
Embrace Silence: In Latvian business culture, long pauses in conversation indicate active listening and thoughtful processing, not anger or awkwardness.
Welcome to Latvia!
You are about to enter a country of introverts, ice hockey fanatics, and people who think 5°C is "t-shirt weather."
As you pack your bags for Radiodays Europe 2026, you might be wondering about the cultural dos and don'ts. Are we friendly? (Yes, eventually). Do we speak English? (Better than you). Can I mention Russia? (Please don't).
Here is your Unofficial Guide to Not Looking Like a Tourist in Riga.
How do you greet someone in a Latvian business meeting?
What is the "Two-Meter Rule" in Latvia?
Why shouldn't I give an even number of flowers in Latvia?
Is it okay to be late to a meeting in Riga?
❌ DON'T:
✅ DO: Say "Sveiki" (Hello) and get straight to the point.
In the UK or USA, "How are you?" is just a noise you make when you see someone. In Latvia, it is a question. If you ask a Latvian "How are you?", we will stop, sigh, and tell you about our back pain, the price of heating, and our cat's recent surgery. We take things literally. If you don't want the real answer, don't ask the question.
2. The "Personal Space" Bubble
❌ DON'T: Sit next to someone on an empty bus.
✅ DO: Maintain a healthy 2-meter "Social Distance" at all times.
We Latvians were practicing social distancing long before 2020. It’s our national sport. If you stand too close to us in the coffee line, we will panic. Give us space. We like space.
3. The "Flower" Math (Life or Death)
❌ DON'T: Buy an even number of flowers (2, 4, 6, 10).
✅ DO: Buy an odd number (1, 3, 5, 7).
This is serious. In Latvia, even numbers of flowers are strictly for funerals. If you bring a speaker or a host 6 roses, you are essentially wishing them death. Always count the bouquet. If in doubt, pull one flower out and throw it away.
4. The "Toast" Mistake
❌ DON'T: Say "Na Zdorovye."
✅ DO: Say "Priekā" (Pree-eh-ka).
"Na Zdorovye" is Russian/Polish. We are Latvians. We have our own language (it’s one of the oldest in Europe, actually). Our toast is "Priekā"—which means "To Joy!" Use it when you are drinking our national weapon: Riga Black Balsam.
⚠️ Warning on Black Balsam: It is 45% alcohol and tastes like Jägermeister had a fight with a pine tree. Do not drink it straight (unless you are brave). Mix it with warm blackcurrant juice. Trust me.
5. The "Geography" Lesson
❌ DON'T: Call us "Eastern Europe."
✅ DO: Call us "Northern Europe" or "The Baltics."
We identify more with Sweden and Finland than we do with the East. We are tech-forward, we love minimalist design, and we have fast internet. Calling us "Eastern Europe" brings up... old memories.
6. The "Smile" Policy
You might notice we don't smile at strangers on the street. We are not angry. We are just... resting. In Latvia, a smile is something you earn. If a Latvian smiles at you, know that it is 100% genuine. We don't do "fake polite."
The "No Fluff" Philosophy
This cultural trait—Directness—is exactly how we built Spotwise.
We don't like "fluff" in our conversations, and we don't like it in our data. Most radio monitoring tools give you "estimates" or "projections." That’s the data equivalent of small talk.
Spotwise gives you the facts. We tell you exactly what played, when it played, and who paid for it. No small talk. Just accurate, brutal, actionable data.
Come have a shot of Black Balsam with us at the booth. (We promise to smile if you do).
