Published on and written by Cyril Jarnias
Moving to Latvia, this small Baltic country squeezed between Estonia and Lithuania, is not just about learning a few Latvian words or enduring harsh winters. It means entering a highly educated society, quite reserved, marked by a still-recent Soviet past, but also by a strong desire for modernity, economic openness, and innovation. Before you pack your bags, understanding certain cultural codes—sometimes subtle, sometimes very visible—will help you avoid misunderstandings and make integration easier, both at work and in daily life.
Latvia is a safe and prosperous country, an EU and eurozone member, offering a high quality of life and a cost of living often lower than in Western Europe. However, it’s important to anticipate notable cultural differences regarding language, communication codes, attitudes toward time, hierarchy, nature, alcohol, and minorities.
A small, highly educated, and fairly homogeneous society
Latvia has about 1.85 million inhabitants, with a large portion concentrated around Riga, which is home to over 600,000 people. It’s a small society where networks overlap quickly, reinforcing the importance of reputation, reliability, and discretion.
Percentage of the population that is ethnic Latvian, compared to a Russian-speaking minority representing about 30%.
The social environment is also marked by a challenging demographic situation, with population decline and rapid aging. This fuels both a strong demand for skilled foreign labor… and sometimes a certain tension toward newcomers, especially if they don’t make an effort to adapt to local norms.
For a quick overview of the linguistic and religious structure, here is a simplified summary.
| Dimension | Main Characteristic |
|---|---|
| Official language | Latvian |
| Common languages | Latvian, Russian, English (especially in cities and business) |
| Main religions | Lutheranism, Catholicism, Russian Orthodoxy |
| Currency | Euro |
A strong sense of time and politeness
Punctuality is a cornerstone of Latvian culture, both in professional and private life. Arriving late to an appointment isn’t just frowned upon; it’s perceived as a sign of disrespect. Meetings are prepared, scheduled times are expected to be kept, and deadlines are respected as much as possible. This focus on time goes hand in hand with a rather sober, calm, and undemonstrative communication style.
In everyday interactions in Latvia, the tone is generally reserved. Locals rarely speak loudly in public places, avoid laughing boisterously on public transport like trams, and limit expansive gestures or effusiveness. This restraint is not a sign of hostility, but a cultural norm. Conversely, large displays of enthusiasm can be perceived as suspicious or artificial.
Another notable difference: the question “how are you?” is not a mere formality. If you ask someone “Kā jums klājas?”, expect a real answer, not just a “fine, and you?” However, asking this of a stranger (policeman, administrative clerk…) is unusual and can make them uncomfortable.
Politeness is expressed in a very codified way through language. The words “lūdzu” (please / you’re welcome) and “paldies” (thank you) are ubiquitous and strongly expected in basic interactions, whether at a supermarket checkout or an administrative counter.
Tutoiement, vouvoiement, and titles: a formality to master
Latvian makes a clear distinction between the informal “tu” (you) and the formal “Jūs” (you). By default, use “Jūs” with:
– strangers;
– older people;
– superiors;
– professional contacts.
Switching to the informal “tu” is a sign of closeness that usually occurs after a certain length of relationship or upon explicit invitation. Using “tu” too quickly can be seen as intrusive or disrespectful.
The same principle applies to names. In initial encounters, especially in a professional context, address people using their last name preceded by “kungs” (Mr.) or “kundze” (Mrs./Ms.), or even their professional title (Doctor, Professor, etc.). Not using these forms, or switching too quickly to first names, can create an impression of misplaced familiarity.
A difficult but symbolically essential language
For many expats, the most visible barrier is the language. Latvian is a rare Baltic language, with about 1.5 million native speakers, highly inflectional grammar, and seven grammatical cases. Words change endings based on their function in the sentence, gender, and number, making learning challenging for non-Slavic or non-Baltic speakers.
The Latvian alphabet, based on Latin, includes many specific letters (ā, č, ē, ģ, ī, ķ, ļ, ņ, š, ū, ž). Its pronunciation is generally phonetic, but it is crucial to respect vowel length and stress, almost always on the first syllable, as a mistake in length can change the meaning of a word.
On a practical level, this translates into several important realities for expats:
– for a long stay, an official Latvian language exam is mandatory to obtain a permanent residence permit;
– the language of administration and official documents is Latvian; many foreign documents must be translated and authenticated;
– in the public healthcare system, nearly all general practitioners and specialists speak Latvian and/or Russian, but English is far from guaranteed, especially outside Riga.
English is common in some urban private services (clinics, operators, shops, coworking spaces), but its use is limited in public institutions, rural areas, and with older people. Learning some basic Latvian (greetings, politeness, simple questions) is seen as a sign of respect toward the country and significantly improves how locals perceive you.
Immigrants who rely solely on English in Riga’s international circles can get by without major difficulty. However, those who want to work in public institutions, fully access social benefits, or reside long-term need to make learning Latvian a real project.
At first glance, Latvians may seem cold or not very welcoming. The automatic smile is not the norm, nor are superficial exchanges. Personal information is not shared spontaneously with strangers, and tactile gestures (hugs, kisses) are rare outside intimate circles.
However, once the ice is broken, relationships can become strong, lasting, and honest. Loyalty, reliability, and discretion are highly valued qualities. People prefer few friendships, but of high quality. Conversations deemed interesting often turn to history, literature, traditions, nature, rather than constant small talk.
In Latvia, respect for physical distance and bodily privacy is an important social norm, especially in public places.
Standing too close to someone, especially without need, is generally seen as intrusive or aggressive. In lines or on public transport, it’s common to keep a reasonable distance.
Avoid touching the other person (like tapping their shoulder) or multiple embraces, especially with recent acquaintances or in a professional context.
Speaking very loudly, especially in a confined or public space, can be considered invasive and lacking discretion.
Daily life: some implicit codes
When invited to someone’s home, it is good manners to bring a small gift: flowers, chocolates, a bottle of wine, or a specialty from your country. However, avoid flowers in even numbers, which are reserved for funerals. At the entrance, almost always remove your shoes—a habit made more logical by long, muddy winters and hard-to-clean rugs.
At the table, wait for the host to invite you to start the meal. Finishing your plate is a sign of appreciation. Toasts are frequent, accompanied by a “Priekā” (cheers) while making eye contact. After the meal, explicitly thanking for the food and hospitality is essential.
A strong connection to nature, seasons… and the cold
Latvia is an extremely green country: more than half the territory is covered by forests, mainly pine, birch, and spruce. The “Everyman’s right”—a customary right to freely roam in nature—encourages mushroom picking, wild berry gathering, or plant foraging in spring and autumn. This closeness to nature translates culturally into a marked respect for green spaces: littering in a forest or on a beach is socially unacceptable.
Minimum temperature (°C) that winters can reach—long and very cold in this semi-continental climate.
This strong seasonal variation fosters a culture of “mājīgums”, the pursuit of indoor comfort and warmth, very similar to Scandinavian “hygge”. In autumn and winter, evenings are often spent at home, surrounded by candles, hot tea (silta tēja), knitted wool, and hearty meals. Saunas (pirts) play a central role: they are places for relaxation, purification, and socializing.
There is no bad weather, only bad clothes. Adapting to the climate means wearing multiple layers (thermal underwear, sweaters, insulated coats), waterproof boots, gloves, hats, scarves, and sometimes wool over-socks. It is also common to wear indoor shoes at school or university, leaving outerwear in the cloakroom.
Implicit Latvian motto on gear
A rustic, hearty cuisine… but surprisingly varied
For those coming from Western or Southern Europe, Latvian gastronomy has two faces. On one hand, a rural, heavy cuisine based on pork, potatoes, cabbage, black bread, and fermented dairy products, designed to withstand freezing temperatures. On the other hand, especially in Riga, a modern, creative culinary scene focused on local ingredients, Nordic influences, and sophisticated gastronomy.
Rupjmaize, a dark rye bread, is a national Latvian symbol protected by a European label. It is ubiquitous in meals and appears in many forms: as a side, as garlic croutons with cheese sauce for appetizers, or recycled into traditional desserts like bread soup (maizes zupa) and rye bread tiramisu (rupjmaizes kārtojums).
The iconic dishes sum up the spirit of the country well: grey peas with bacon (Pelēkie zirņi ar speķi), crispy potato pancakes with sour cream, herring with steamed potatoes, cold beet soups in summer, braised sauerkraut, meatballs (kotletes), pork schnitzels (karbonāde), not to mention the wide variety of bacon and onion piroshki (pīrāgi).
Dairy products play a central role: fresh cheeses, cottage cheese (biezpiens), kefir, fermented milk, flavored yogurts… The Midsummer cheese (Jāņu siers), made from soured milk and caraway seeds, is at the heart of celebrations for the summer solstice.
Finally, local drinks tell another side of the culture: the very bitter Riga Black Balsam, the ubiquitous craft beer, birch sap drunk in spring, kvass (a fermented black bread beverage), not to mention a tradition of home distilling (kandža) deeply rooted in some rural circles.
For expats with specific dietary requirements (vegetarian, vegan, gluten-free, halal, kosher), the situation is mixed. In larger cities and tourist areas, the offering has significantly improved: vegetarian restaurants, plant-based milks, lactose-free and gluten-free products in supermarkets. However, in the countryside and traditional canteens, meat and dairy remain ubiquitous. Clearly explaining your dietary restrictions—preferably in Latvian or Russian—becomes essential.
Holidays, traditions, and a sense of community
Beyond the official holidays that mark the year (New Year, Easter, Labor Day, Independence Day, Christmas…), two periods have deep cultural importance: the summer solstice (Līgo, Jāņi) and the heart of winter.
On June 23 and 24, Latvia celebrates Jāņi, a summer solstice festival of pagan origin. Traditions include bonfires, singing, eating Jāņi cheese and bacon buns (speķrauši), making flower crowns and oak leaf wreaths, and staying up all night to welcome the longest light of the year. For an expat, participating helps grasp the deep connection Latvians have with nature, the cycle of seasons, and their cultural identity.
In winter, the Riga Christmas markets, especially in Cathedral Square, also combine pagan and Christian motifs: traditional crafts, solar symbols, hot drinks, mulled wine with Black Balsam, honey cakes, decorated gingerbread… Modernity coexists with a still-present rural memory.
This tension between past and present is also found in how to approach certain sensitive topics, notably 20th-century history, World War II, and the Soviet occupation. On these subjects, caution is warranted. It’s better to listen than to judge, avoid facile comparisons, and refrain from heavy jokes.
Work: seriousness, moderate hierarchy, and building trust
Work culture in Latvia reflects a mix of Nordic influences and Soviet heritage. Hierarchy is usually clear, especially in traditional companies, but tends to flatten in startups and IT. Respect for authority and seniority remains important, as does seeking consensus in decision-making.
Overall, the professional world values: integrity, teamwork, competence, creativity, adaptability, and effective communication.
– punctuality and reliability;
– a strong work ethic, focused on quality and integrity;
– modesty: boasting about your achievements is frowned upon;
– direct but polite communication, without emotional outbursts.
Meetings are prepared and exchanges are structured, favoring factual arguments, data, and logic. Written contracts, once signed, form the official basis of the relationship and are taken very seriously.
Negotiation may seem slow to some foreigners. Latvian counterparts like to weigh options, compare, think, sometimes using time as a lever if your urgency shows too much. The goal is not to cheat, but to reach a decision durably acceptable to all. Trust is not won through charm or force, but through consistency and transparency.
While Latvia’s economic environment is very favorable to entrepreneurship (simplified procedures, growth of tech startups, reasonable cost of living) and attracts investors and workers, it is crucial to avoid a conqueror attitude. Many Latvians fear becoming mere service providers for the West or having their human resources “taken away,” which can lead to passive resistance.
Diversity, inclusion, and the rising generation
Recent studies show an interesting gap: the majority of employees greatly value an inclusive, fair, and diverse work climate, but few companies have an active strategy in this regard. This gap results in high turnover: many employees consider leaving a post due to lack of career prospects or a sense of fairness.
Younger generations are generally more willing to take risks, adopt flexible work practices (telecommuting, international projects), and question hierarchy. For an expat, the difference in mindset between senior managers and younger colleagues can be striking. Knowing how to adjust your communication style to these generational variations helps a lot: more direct and horizontal with the young, more formal and cautious with older people.
Languages at work and in the city: a sometimes delicate multilingualism
In the office and on the street, the coexistence of Latvian, Russian, and English sometimes creates ambiguous situations. Officially, Latvian dominates in administration, school, and most public communications. But in many sectors (commerce, construction, restaurants…), Russian is heard everywhere, especially in Riga and some larger towns.
English is the language of business, especially in export and digital sectors. Young professionals often speak it very well, sometimes better than Russian among those under 25. However, it is important not to assume everyone speaks English, particularly with older generations, to avoid misunderstandings.
For an expat, a pragmatic strategy is to:
– master at least polite phrases and basics in Latvian;
– check, before an important meeting, what languages the other person speaks;
– arrange for an interpreter or bilingual colleague for certain administrative or legal matters.
Alcohol, tobacco, drugs: specific norms
Alcohol consumption in Latvia is high, especially beer and local spirits. Shared drinks are an integral part of festive meals, concluded negotiations, and team celebrations. Refusing to toast systematically may surprise, even if no one can force you: simply explaining your reasons (health, religion, etc.) is the easiest approach.
Unlike some European countries, cannabis is not legal. Its use or possession can lead to serious trouble, a crucial aspect not to underestimate for expats used to more tolerant regimes.
Safety, gender, diversity: a generally welcoming country
Latvia is one of the safest countries in Europe: crime is low, the streets of Riga are generally safe, including for women alone at night. Road safety indicators are good, and public transport is reliable and affordable.
Feedback from expats indicates that the country is generally perceived as welcoming for women and relatively open to LGBTQ+ people. However, public displays of affection, such as kissing on the street, are uncommon. This expectation of discretion applies to everyone, regardless of sexual orientation.
However, not everything is ideal. Anecdotal reports occasionally mention racism or rejection toward people with darker skin or from South Asia. In some circles, xenophobic attitudes can resurface, especially in a tense geopolitical context with Russia or when facing arrivals perceived as opportunistic (fake students, poorly managed economic migration). This does not mean Latvian society is massively hostile, but that visible minorities sometimes need to navigate with heightened vigilance.
Money, housing, services: practices to adopt
In daily life, Latvia’s economy largely operates in a paperless manner: bank cards are accepted almost everywhere, SEPA transfers are fast, and online banking is efficient. However, a few small shops still require cash, and cash payment remains common in certain segments.
Opening a local bank account simplifies daily financial management (salary, rent, bills, subscriptions). Banks typically require proof of address, ID, and proof of a link to Latvia (employment, university enrollment, property, entrepreneurial project). For non-residents, opening fees can be significant, especially if documents are not from the European Economic Area.
Renting a home: formality and additional costs
The search for an apartment, especially in Riga, follows specific rules. Leases are almost always written, with a security deposit equivalent to one or more months’ rent. Utility costs (heating, water, garbage, building maintenance) can represent a significant portion of the budget—up to several hundred euros per month for a medium-sized home—especially in winter, when district heating is costly.
Quiet hours are from 11 p.m. to 7 a.m. Noisy work requires neighbor approval and must be done during the day. Common areas must be kept clean. Pets are allowed provided the owner is responsible. Failure to follow these rules is very poorly viewed by the community.
For expats arriving with a family, note that anyone residing in Latvia must officially register their address within one month of moving in. This declaration is essential for receiving administrative mail, accessing certain public services, or opening a bank account.
Healthcare and education: good quality, but codes to know
The Latvian healthcare system is mixed, with a public network coordinated by the National Health Service (NVD) and a growing private sector. Access to the public system depends on residency status: citizens, permanent residents, certain temporary permit holders, and their children are entitled to it, with most care covered, though sometimes high co-payments apply.
After obtaining a residence permit and registering with the national health service, it is crucial to choose a general practitioner (family doctor) to access non-urgent care at standard rates. Without a designated GP, consultations are usually done at private clinics, where fees are higher, even if English is more commonly spoken.
School is compulsory and free at the primary and secondary levels, with a system inspired by the European model. In Riga and larger cities, several international schools offer curricula in English (British, American, or IB programs), a preferred option for many expats. Again, the language issue is not neutral: the growing prominence of Latvian in schools and the place of Russian in some institutions are sensitive topics in the public sphere.
Transport and road conduct codes
Urban public transport (buses, trams, trolleybuses) is well developed, with affordable fares and a dense network in larger cities. A single ticket costs around €1.50, a monthly pass around €30. Rules (validating tickets, giving priority to the elderly or disabled) are fairly well observed. Inspections are frequent, and fines for fare evasion are deterrent.
This is the strict speed limit in the city, expressed in kilometers per hour.
Pedestrians benefit from relative respect at crosswalks, but caution is advised: a portion of the population still drives quite aggressively, especially outside large cities.
Paradoxes and fault lines to keep in mind
Settling in Latvia also means accepting to navigate a country of contrasts:
Latvia presents striking contrasts: it is a very safe society, but can reveal reflexes of mistrust toward some foreigners. Nature is omnipresent and ecological awareness is strong, while some infrastructure like secondary roads or old buildings remain outdated. The business world is agile and digitally oriented, but coexists with an administration that is still very paper-based, with sometimes complex procedures. Finally, an open, connected, English-speaking youth works in startups or international companies, while other social circles remain mostly Russian-speaking or Latvian-speaking and less comfortable with globalization.
Understanding these fault lines, the underlying linguistic tensions, national pride, and historical memory helps avoid hasty judgments. An expat who listens, observes, respects the legal framework, and makes an effort to use a few Latvian words will usually be well received.
How to integrate without losing yourself
To conclude, a few implicit principles sum up what many Latvians expect from newcomers:
To integrate well in Latvia, it is recommended to show respect for the language, even without mastering it, by using common words like “sveiki,” “labrīt,” “paldies,” and “lūdzu.” Accept the initial reserve of locals and don’t force intimacy, as relationships build slowly. Avoid any irony about the country, its size, climate, cuisine, or economic difficulties. At work, prioritize punctuality, seriousness, and modesty. Learn to appreciate local aspects like gray autumns, long winter nights, misty forests, and local produce markets. Finally, participate in popular events such as festivals, markets, concerts, and outdoor activities to better immerse yourself in the culture.
Latvia is neither a fixed backdrop nor a simple hub for opportunistic remote workers. It is a country with a weighty history, still very alive traditions, a real economic ambition, and a population that, behind a certain cold facade, yearns for sincere relationships. Moving there means accepting to enter this complexity—and that is probably what makes it so rewarding.
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Cyril Jarnias is an independent expert in international wealth management with over 20 years of experience. As an expatriate himself, he is dedicated to helping individuals and business leaders build, protect, and pass on their wealth with complete peace of mind.
On his website, cyriljarnias.com, he shares his expertise on international real estate, offshore company formation, and expatriation.
Thanks to his expertise, he offers sound advice to optimize his clients' wealth management. Cyril Jarnias is also recognized for his appearances in many prestigious media outlets such as BFM Business, les Français de l’étranger, Le Figaro, Les Echos, and Mieux vivre votre argent, where he shares his knowledge and know-how in wealth management.
