After a brief discussion of the Vojvodina Hungarians in the context of the discourses of multiculturalism; ’Otherness’ and ’Balkanness’; this paper explores the process of this conversion and the socio-cultural motives of the old/new identification. The paper argues for the existence of ambiguous identities that can at the same time be strongly Hungarian and obviously Balkan. To understand it; I call for a complex view on ethnic identification taking into account the flexibility and playfulness of cultural identification. The paper looks at identity formation from various angles; from theories of internalizing âBalkannessâ to social stigmatization and social capital. Combining empirical data with post-structural theory; this research aims at explaining the nonexclusivity of Hungarian and Balkan identities of Vojvodina Hungarians living in Hungary more generally it explores the nature of multiple identities.