This is Bulgaria is a dedicated platform committed to documenting, preserving, and promoting Bulgaria's authentic heritage and contemporary innovation to Bulgarians abroad and to the wider world.

Through immersive storytelling, insightful documentaries, and compelling interviews, we aim to amplify Bulgaria’s true essence, bridging the gap between its vibrant past and dynamic present. Our goal is to brand Bulgaria accurately and powerfully, showcasing its unique contributions and profound influence far beyond its borders.

This platform addresses a country too often reduced to stereotypes, frequently overlooked despite its influence, and far too modest about its own achievements. We're here to tell Bulgaria's real story—through the landscapes that have shaped European history, the traditions that anchor entire communities, and the art and music that speak to something universal.

Our mission is simple yet profound: to make people look again. Look beyond the headlines. Look past the stereotypes. Look into the heart of this country and see what we see—a place of stunning contrasts, enduring traditions, and a generosity of spirit that is rare in our modern world.

Our Story

We are Kalina and Aric, founders of This is Bulgaria.

After years of building our lives in Sweden, we found ourselves returning to Bulgaria every summer—drawn back by landscapes that challenge every assumption, flavors that tell centuries of history, music traditions that have influenced folk movements across Europe, and most of all, the people whose stories deserved a global audience.

Those summers became our reminder of everything Bulgaria actually offers: the authenticity that runs through every village, the culture that lives in every shared meal and folk melody, and the innovations happening quietly in every corner of the country.

Over time, what started as nostalgia became something clearer—a recognition that we belonged here, building something meaningful from our heritage and contributing to the country's future.

We created This is Bulgaria out of conviction, not nostalgia. This is our way of saying, Look closer. You'll discover something remarkable.

– Kalina & Aric