How did the new Alliance for the Union of Romanians (AUR) obtain 9% of the vote in the 2020 Romanian general elections? This article explores the fast rise of populist radical right (PRR) parties by examining the support for the AUR at the locality level in Romania during the coronavirus crisis. The AUR’s discourse combined populism, nationalism and anti-masking rhetoric. The findings show great variation across the 3,181 localities, from 0% to 50% support for the AUR, and highlight the significant influence of local cultural and political factors, while economic explanations were not confirmed. The vote for the AUR was high in localities with low ethnic diversity and low voter turnout. This research underscores that national-level explanations obscure important dynamics of PRR support that take place at the subnational level. The rise of the AUR is important beyond the Romanian and European contexts and emphasizes the significance of local responses to global crises.