This article focuses on Lithuania, where government policies continue to restrict the use of Russian in education, the public space and the media, while the local economy has recognized proficiency in Russian as a commodity. This is especially manifest in the healthcare industry that increased significantly in the past years with patients from post-Soviet countries seeking treatment at local hospitals and private clinics. Marketed for their ‘European’ standards and competitive prices, promotional discourses refer to proficiency in Russian and familiarity with Russian culture and customs among medical staff. This commodification of Russian challenges perceptions on the value of language in the formation of political and cultural identities, pointing towards a paradigmatic shift and renegotiation of language attitudes in countries of the former USSR.