I had the honor of welcoming the Vice President of Bulgaria, Mrs. Iliana Iotova, to the BBC New Broadcasting House—a visit that carried special significance. With her distinguished background in journalism and long career at Bulgarian National Television, Mrs. Iotova knows the broadcasting industry well, making her visit diplomatic and deeply insightful.
A big thank you to the Embassy of Bulgaria in London for organising this visit and for their continued efforts to strengthen international media cooperation. I would also like to express my appreciation to Ambassador Mr. Tihomir Stoytchev for his invaluable support in making this visit possible.
This year, Bulgaria marks two pivotal anniversaries:
📖 1170 years since the Bulgarian people’s conversion to Christianity
🖋 1160 years since the adoption of the Slavonic script
These milestones highlight Bulgaria’s profound cultural and historical legacy, which plays a crucial role in shaping its international image. The cultural brand of a country is more than just history—it is a strategic tool for global communication, helping to define how a nation is perceived worldwide.
As Bulgaria moves forward within the European Union, there is a growing need to modernise its image, move beyond old stereotypes, and establish strong, positive associations that showcase the country’s unique competitive advantages. The role of international media in this transformation is invaluable, as it amplifies Bulgaria’s cultural, tourism, and investment potential on the world stage.
BBC has long played a key role in bringing to international audiences Bulgaria’s rich heritage and cultural identity. Some of the most remarkable projects accomplished by BBC for Bulgaria include:
🎬 “Tales from Bulgaria” – online hub created in 2018-2021 with real-life stories from Bulgarians to illustrate a modern, outward-looking, innovative country.
🏛 Promoting Plovdiv as the European Capital of Culture in 2019, showcasing its vibrant cultural scene and historical significance.
📺 The latest 2024 campaign, featuring four dedicated programs about Bulgaria’s cultural heritage.
These stories about Bulgaria, told by BBC to its hundreds of millions of viewers, have contributed to shaping the country’s image on the global stage. With Bulgaria’s cultural and historical richness, many more stories are yet to be told in the future.
Please share your comments on Bulgaria’s cultural brand and its soft power.
Sergey Stanovkin 