This article seeks to discover how this contemporary Finno-Ugric identity has been politically instrumentalized and negotiated in Estonia. First, we look at how the Estonian state engages with the concept of Finno-Ugric world and inscribes it into Estonia’s foreign policy goals. Then, we delve into the role of Finno-Ugric traditionalism in Estonian populist and far-right discourses. Third, we discuss how local identity constitutes and cements community building initiatives and projects in the Seto region known for its local specificity and cultural peculiarity.
