(Business Lounge Journal – Foreign Insight)
In today’s rapidly evolving diplomatic landscape, ambassadors play a crucial role as bridges between nations. In this written interview, H.E. Tanya Dimitrova, Ambassador of Bulgaria to Indonesia, shares her perspective on how Bulgaria is positioning itself in a changing world.
From economic cooperation to cultural diplomacy, she outlines key opportunities for collaboration with Indonesia, while offering a broader vision of Bulgaria’s engagement with Southeast Asia.
BLJ: Business Lounge Journal
TD: H.E. Tanya Dimitrova
Introductory: A View on Indonesia and Bilateral Relations
BLJ: In general, how does Bulgaria view Indonesia?
TD: Bulgaria views Indonesia with sincere respect and growing interest. Indonesia is a country of remarkable scale, both geographically and economically, but also culturally. As the largest nation in Southeast Asia and an influential member of the G20, Indonesia is playing an increasingly important role in global political and economic affairs.
For Bulgaria, Indonesia is not only a distant partner geographically, but also a country with which we share many values – a strong cultural identity, rich traditions, and a dynamic and forward-looking society. Our relations are built on mutual respect and a shared interest in strengthening the connections between Europe and Southeast Asia. I believe there is significant potential to further expand our cooperation in areas such as trade, culture, education, and innovation.
Trade and Economy: Growth, Priorities, and Opportunities
BLJ: Which sectors in Bulgaria have the strongest growth potential (tourism, logistics, agriculture, energy, tech)? What are Bulgaria’s top economic priorities this year?
TD: The Bulgarian economy is currently going through a dynamic period of transformation in which traditional strengths are increasingly complemented by modern, high-technology sectors. Among the sectors with the strongest growth potential are information technologies, energy, particularly renewable energy logistics, as well as modern agriculture and food processing.
Bulgaria’s geographical position also plays a strategic role. Located at the crossroads between Europe, the Middle East, and Asia, the country naturally serves as a bridge connecting different markets and economic regions.
Our main economic priorities include encouraging innovation, attracting sustainable foreign investment, modernizing infrastructure, and accelerating the green energy transition. The goal is to build an economy that is competitive, resilient, and well integrated into global economic networks.
BLJ: Bulgaria officially adopted the Euro on January 1, 2026. What do you think will be the benefit of Bulgaria joining the Euro area?
TD: Bulgaria’s adoption of the euro represents an important milestone in the country’s economic integration within the European Union. Joining the Euro area brings a number of tangible advantages, including greater financial stability, lower transaction costs for businesses, and increased confidence among international investors.
At the same time, the common currency facilitates trade, tourism, and cross-border investment by removing exchange-rate risks and creating a more transparent economic environment.
Beyond the economic benefits, the adoption of the euro also carries strong symbolic significance. It reflects Bulgaria’s deeper integration into the European economic and financial framework and reaffirms our commitment to the shared future of the European Union.
BLJ: Which sectors in Bulgaria today offer the strongest opportunities for trade and investment with Indonesia: manufacturing, logistics, agribusiness, IT, energy, or something else?
TD: There are many promising opportunities for cooperation between Bulgaria and Indonesia, as our economies complement each other in several important ways.
Bulgaria has well-established traditions in food production, cosmetics, pharmaceuticals, engineering, and information technologies. Indonesia, on the other hand, offers a large and dynamic market, strong industrial capacity, and abundant natural resources.
Particularly promising sectors for cooperation include agribusiness, food processing, information technologies, logistics, and renewable energy. Partnerships between companies, research institutions, and universities could play an important role in expanding these opportunities and building long-term economic ties between our two countries.
BLJ: Bulgaria is well known for its essential-oil industry, especially rose oil and lavender oil. What makes Bulgarian essential oils distinctive, in terms of quality, tradition, and international reputation?
TD: Bulgarian essential oils, especially rose oil – have long been recognized worldwide for their exceptional quality and purity. This reputation is the result of a unique combination of natural conditions, centuries-old traditions, and specialized expertise passed down through generations.
The famous Rose Valley in Bulgaria provides a unique climate and soil conditions that allow the oil-bearing rose to develop a particularly rich aromatic profile. Rose cultivation and distillation have been part of Bulgaria’s cultural and economic heritage for more than three centuries.
It is therefore no coincidence that Bulgarian rose oil is often referred to as “liquid gold” and is highly valued by some of the most prestigious perfume houses in the world.
Strategic Engagement: Partnerships in a Changing World
BLJ: The Bella-GMU rendang project is one of the most visible and unusual examples of Bulgaria-Indonesia business cooperation. What do you think about the project, and could we see similar projects in the future?
TD: The Bella-GMU rendang project is a fascinating example of how business cooperation can also become a bridge between cultures. Rendang is one of the most iconic dishes of Indonesian cuisine, and combining this culinary tradition with the technological and production expertise of a Bulgarian company demonstrates how creative and mutually beneficial international partnerships can be.
Such initiatives not only lead to innovative products but also deepen cultural understanding between our societies. I am confident that in the future we will see more collaborative projects of this kind, bringing together tradition, innovation, and cross-cultural exchange.
BLJ: For Indonesians who know little about Bulgaria, what are the first cultural images or stories you most want them to discover?
TD: I would like Indonesian friends to discover Bulgaria as a country where history is very much alive and present in everyday life. Our ancient monasteries, rich folklore traditions, vibrant music and dance, beautiful mountains, and historic towns tell a story that stretches back thousands of years.
At the same time, what often leaves the strongest impression on visitors is the warmth and hospitality of the Bulgarian people. In many ways this sense of openness and hospitality feels very familiar here in Indonesia as well, and it creates a natural connection between our cultures.
BLJ: How has the security situation in the Black Sea region changed Bulgaria’s defense thinking over the last few years?
TD: In recent years the security situation in the Black Sea region has become an increasingly important strategic issue for Bulgaria. This has led to a stronger focus on modernizing our armed forces, strengthening cooperation within NATO, and enhancing regional coordination with our allies.
Our primary objective remains to ensure stability, security, and freedom of navigation in the region, while contributing to the broader collective security framework in Europe.
BLJ: How has the war in Ukraine changed Bulgaria’s view of its own security environment?
TD: The war in Ukraine has reminded all European countries of how fragile security can be. For Bulgaria, this has reinforced the importance of maintaining strong defense capabilities, strengthening the resilience of critical infrastructure, and pursuing greater energy security and diversification.
At the same time, the conflict has highlighted the importance of international cooperation and solidarity, particularly within organizations such as the European Union and NATO.
Cultural Diplomacy: Identity, Heritage, and Connection
BLJ: If you had to explain Bulgaria’s uniqueness in one sentence to an Indonesian audience, what would that sentence be?
TD: Bulgaria is a country where ancient European history, living traditions, and remarkable natural beauty come together to create a culture that is both deeply rooted in the past and vibrantly alive today.
BLJ: Bulgaria has ten UNESCO World Heritage sites. Which one do you think would most surprise Indonesians who have never visited your country?
TD: I believe the Rila Monastery would leave a particularly strong impression. Located high in the mountains, it is not only a spiritual center but also an architectural masterpiece.
Its colorful frescoes, striking design, and serene atmosphere create a sense of timelessness that deeply moves visitors from all over the world.
BLJ: Bulgaria brought Cyrillic into the European Union as its third official alphabet. How central is that cultural legacy to modern Bulgarian identity?
TD: The Cyrillic alphabet is deeply embedded in Bulgaria’s cultural identity. It represents not only a writing system but also an important symbol of Bulgaria’s historical contribution to the development of Slavic culture, education, and spiritual life.
The fact that Cyrillic today stands as the third official alphabet of the European Union is a source of great pride for Bulgarians and a recognition of our country’s cultural legacy within Europe.
BLJ: What is your favorite place for tourism in Indonesia?
TD: Indonesia is a country of extraordinary diversity, both culturally and naturally. Bali is undoubtedly a place that fascinates visitors with its spirituality, traditions, and breathtaking landscapes.
At the same time, cities such as Yogyakarta reveal the deep historical and cultural soul of Indonesia and offer visitors a unique glimpse into the country’s rich heritage.
BLJ: In the other direction, what do you think will be the best place to visit in Bulgaria?
TD: One of the places I always recommend is Plovdiv, one of the oldest continuously inhabited cities in Europe. Its unique atmosphere, ancient Roman theatre, and vibrant artistic neighborhoods make it a truly memorable destination.
At the same time, the historic coastal towns of Nessebar and Sozopol, located on the shores of the Black Sea, also offer a unique combination of history, architecture, and seaside charm.
BLJ: What is your favorite Indonesian food?
TD: Rendang is certainly one of the most remarkable dishes I have had the opportunity to try. Its rich flavor and complex blend of spices reflect the depth and sophistication of Indonesia’s culinary tradition.
BLJ: Which Bulgarian food do you think is especially distinctive or special?
TD: One of the most beloved dishes in Bulgarian cuisine is banitsa- a traditional pastry made with layers of filo dough, eggs, and white cheese. It is enjoyed both in everyday life and during holidays, and it is closely associated with the warmth and hospitality of the Bulgarian home.