LTŠio straipsnio tikslas – pasidalyti Alytaus kraštotyros muziejaus patirtimi, pristatyti jo veiklą ir formas, kuriomis dabarties visuomenei komunikuojamas etniškumas ir regioniškumas. Daugiausia dėmesio skiriama masiškiausiam muziejaus organizuojamam renginiui – Grikių šventei [p. 61].
ENDzūkija is the region famous for its scenic pine forests, hills and sandy soils, also Dzūkija stands out by its buckwheat fields. To sow and to grow buckwheat is tradition of inhabitants of south-east Lithuania. People have been growing buckwheat here for eons, so they know how to use it to create delicious cakes (locally called “babkos”). Buckwheat is cultural identity and uniqueness representing plant of Dzūkija. Because of that, the Buckwheat Festival takes place in Alytus on the first Friday of September, organised by Alytus Local Lore Museum. The article presents what forms of communication is ethnicity and regional distribution in the nowadays society, focusing on the mass Museum event – a buckwheat festival. It harmoniously combines tradition and modernity. Festival participants are introduced to the old technologies of buckwheat processing. Modern companies are demonstrating what can be done with buckwheat in the twenty-first century. Artistic improvisation, competitions, tasting and other events take place in this festival. The people who work in Alytus Local Lore Museum annually face the challenge – what forms of ethnicity recovery to present in order to surprise festival participants.