Magnetism. You might wonder about it, but it does work. Latvia attracts, strongly. Physicists define magnetism as the capacity to attract. For everyone else, magnetism manifests as the desire to have a link with Latvia, whether that be through business, culture, recreation, entertainment or personal relationships. What is more, Latvia is also able to connect seemingly polar opposites. Latvia may be small. But that makes everything closer. We don't have a huge population, but there is no shortage of talent. Not so many orators, but many movers and shakers. No great mountains, but great minds. Latvia is known for our world-renowned musicians, and equally for our renowned quantum physicists. Latvians may be hesitant huggers, but never shy away from hard work. Hence, we have both the oldest oak trees and the latest technology. We have lots of storks – and a surprising number of robots. Some think Latvians are predictable. We call it well-disciplined. Responsible, reliable, qualified partners, fluent in several languages. We keep our promises. We abide by decisions, and act on them. That too is Latvia's attraction. Or, as they say elsewhere – magnetism.