Small Country, Big Edge: How Vilnius Is Attracting International Businesses

A quiet but significant shift is underway in the global business world - a company’s origin is once again gaining strategic value. What once seemed like mere symbolic pride has now become a currency of authenticity, trust, and reputation. This trend is particularly evident in Vilnius, where companies - from technology to life sciences - don’t hide their roots, but leverage them as a competitive advantage.

A decade ago, Vilnius was more of a peripheral player on international business maps. Today, it is often mentioned not at the end of the story, but in the opening lines of global success narratives. Meanwhile, the success of well-known businesses that proudly embrace their roots can serve as a springboard for global recognition and success for other startups and companies.

Authenticity of Origin Becomes a Brand Foundation

Today’s consumers and investors place far less trust in nameless corporations detached from their geographic and cultural context. Increasingly, what has a history - especially what has roots - is valued. Lithuanian tech companies are recognizing that their origin is not a weakness, but a strong foundation for storytelling and even a competitive advantage.

The example of one of Lithuania’s most famous unicorns, Nord Security, illustrates this perfectly. According to Laura Tyrylytė, Head of International PR at the company, a shift occurred in their communication strategy when the organization gained global visibility: “When we realized we were becoming Lithuania’s second unicorn, we immediately shifted our focus - we wanted to proudly tell the world where we came from and highlight that we are from Vilnius.”

Speaking at the Go Vilnius conference “Going Global 5: Owning the Origins and the Future”, Tyrylytė emphasized that authenticity was never artificially constructed. Lithuania is internationally recognized as a country of cybersecurity and resilience - qualities inherently aligned with Nord Security’s core mission. In such cases, origin becomes not a supplementary detail, but a natural part of the brand.

The Life Sciences Sector Puts Vilnius on the Global Map

While the tech sector built Vilnius’ digital reputation, the life sciences industry established a reputation for the highest reliability in the biotechnology segment. Over the past twenty years, this ecosystem has grown to be one of the strongest in the region, and its reputational capital offers real opportunities for new players.

The story of Atrandi Biosciences confirms this. After attracting a $25 million investment, the company demonstrated that top-level biotechnology developed in Lithuania is recognized globally. As CEO Juozas Nainys explains: “A strong origin story is part of authenticity. It’s a hidden brand strength that businesses should leverage.”

Interestingly, it was U.S.-based marketing experts who encouraged highlighting the Lithuanian origin, even emphasizing the word “atrandi” in the company name. As a result, the company’s origin story became not a geographical label, but a symbol of identity.

According to Nainys, Vilnius is no longer seen as peripheral in this sector, but as a trusted innovation hub. Companies such as Thermo Fisher Scientific and Biocity have created a reputational backbone that gives new businesses from the city a unique starting position.

Investors Prioritize Evidence, But Origin Builds Trust

Modern investors view geography differently than before. Their main concern is a company’s proven ability to operate globally. Yet once that is established, origin becomes a reinforcing argument.

Virgilijus Kupinas, Head of Biocity, notes that origin matters when there are real results: “We could have chosen any location in Europe to build our biotech city. We chose Vilnius - not by chance, but because of its reputation and all the advantages we see here.”

He adds that visits to Vilnius often change potential investors’ perceptions: seeing the scientific infrastructure, talent concentration, and growing industry, they begin to view Vilnius as a Northern European innovation leader. This proves that an origin story is not an end in itself - it works when the city becomes a platform of real value.

Vilnius’ Reputational Capital Is Growing

While an origin story can never replace product quality or technological advantage, its role in global markets is clearly evolving. Today, origin is no longer just an accessory; it’s part of the narrative that helps companies stand out, builds trust, and gives businesses a face. Vilnius demonstrates that the city is more than a geographic coordinate - it is a reputational platform where a unique combination of innovation, talent, and international visibility has formed.

This is why more and more global companies from Lithuania are abandoning neutrality and choosing to highlight their roots - not out of symbolic pride, but because the story already works. It helps them be recognized, understood, and accepted as highly reliable partners in global markets.

Most importantly, the biggest change has happened not in the markets, but in our minds: Lithuania and Vilnius are no longer a backdrop or a detail. They are places where global products are born, top-level technologies are developed, and businesses increasingly find reasons not to hide, but to emphasize their origin. It is no longer an ambition - it is now a reality the world is taking seriously.