The aim of the article is to discuss the origins and issues of neo-tribalist and neo-pagan movements and their cultural, political, educational, international effect in Lithuania. The main object of our investigations is activities of modern neo-Semigallians (žiemgaliai) and Samogitians (žemaičiai). The main problem for analysis is the kind of impact Lithuanian ethnology has on supporting new imagined identities and modern consumer demands support for making new cultural, social, and historical identities.