The aim of this study was to identify how key actors in school practice understand character education (CE) and virtue education (VE) in Latvia. For addressing the research question ('What advanced understanding of CE and VE do the key actors of school education hold?'), the study uses qualitative analysis and synthesis of participants' (N = 700) (pupils, parents, pre- and in-service schoolteachers, and school heads) opinions about the meaning of and differences between CE and VE. The inquiry elicited participants' views regarding the essence (purpose, 'why'), manifestations (educational focus, 'what'), and the practical implementations (kind of activities, 'how') of CE and VE. The results point to the education of a 'virtuous character', as a synthesis of CE and VE balancing their individual and social dominants and focusing on pupils' friendship attitudes, relationships, behaviours, and actions, which are the sources of well-being and flourishing and are internalised through substantive long-term actions.