This article explores the way in which the portrayal of gender becomes linked to that of ethno-nationalism on the popular Serbian reality show The Palace. On the basis of a textual analysis of the public reactions to the reality show and its interpretations by the local audiences in Slovenia and Serbia, we claim that the show promotes specifically gendered and sexualized ethno-national identities, and that the interpretation of the show continues to be aligned with discourses of ethno-nationalist belonging. We argue that commercial, ethno-national femininity is currently employed to re-legitimate patriarchal nationalism in the name of freedom and empowerment via self-promotion.