The Cold Beetroot Soup Festival, also known as the 'Vilnius Pink Soup Fest', is expanding in 2023, promising to enhance its offerings for visitors. According to Dovilė Aleksandravičienė, the head of the Vilnius Tourism and Business Development Agency 'Go Vilnius', the festival is growing, allowing for more days and areas to provide even greater emotional experiences. This important event has gained significant traction both nationally and internationally, attracting an increasing number of foreign visitors who specifically plan their trips to Vilnius for the festival.

In its fourth iteration, the festival will be held at a new location due to planned renovations on Maironio Street and surrounding areas. This relocation is viewed not as a limitation but as an opportunity to expand activities and inspire visitors with an even wider variety of attractions and experiences. With its unique focus on the vibrant pink soup that symbolizes the city’s culinary culture, the festival continues to strengthen Vilnius's identity and appeal, contributing to its growing reputation as an international tourist destination.

The impactful transition signals the festival's potential to keep surprising its audience while drawing in new visitors and partners. The adaptations planned emphasize how the event aligns with the city's growth and future, serving not just as a celebration of local cuisine but also as a cultural gathering that unites people around a shared love for food and creativity in the heart of Vilnius.