EditThe new faces of Bulgaria: Stoichkov’s era makes way for Dara’s generation
While politicians argue over traditions and identity, the world is getting to know Bulgaria through Georgi Gospodinov, Maria Bakalova, Dara, and Nikola Tsolov
The Bulgaria the world sees and the Bulgaria that Bulgarians know are increasingly diverging. The majority of voters cast their ballots conservatively, and power rests with national-populist forces. Yet the country’s new faces on the global stage bear little resemblance to the political elite and are far removed from Balkan stereotypes.
From Hollywood to Formula 2, from major international literary prizes to the pop scene, they are building a parallel brand for the country – more global, more liberal, and increasingly independent of official Sofia, which has become the most wavering European voice on matters related to the Kremlin.
A different pantheon
Until two generations ago, this former Eastern Bloc country was known around the world primarily for its weightlifters, rhythmic gymnasts, and opera voices. After 1994, it became synonymous with its most successful footballer. Hristo Stoichkov remained for a long time the person most associated with Bulgaria. His career at Barcelona and prestigious awards such as the Ballon d’Or and Golden Shoe made him the most recognizable Bulgarian in the world.
Today, Bulgaria has a different pantheon. Actress Maria Bakalova has established her name in global cinema as the first Bulgarian nominated for an Oscar. Before her, animator Theodor Ushev received the country’s first Oscar nomination for his film Blind Vaysha, based on a story by Georgi Gospodinov. Later, the animated film The Physics of Sorrow, adapted from Gospodinov’s novel of the same name, won the highest prize in the world of animation at Annecy and collected over 130 international awards.
Gospodinov himself brought home the first International Booker Prize, after which Bulgarian literature can no longer be easily overlooked.
Nineteen-year-old Nikola Tsolov, known as the “Bulgarian Lion,” is part of Red Bull’s program for future Formula 1 stars and is developing his career under the mentorship of two-time world champion Fernando Alonso. Dara’s victory at Eurovision with the song “Bangarang” gave Bulgaria a visibility that state institutions can only dream of.
Unlike Stoichkov, with whom politicians competed for decades to be photographed, the new Bulgarian stars do not fit into such narratives. They are more cosmopolitan, and their worldview often diverges from that of the ruling elite.
What they share is not only talent. None of these successes is the result of state policy. They are the fruit of individual effort, support from like-minded people, international networks, and a world in which borders matter less and less.
The authorities, who wage culture wars and show skepticism toward the liberal agenda, are forced to draw legitimacy from these achievements. After Dara’s victory, Prime Minister Rumen Radev thanked her “on behalf of the people” and acknowledged that such triumphs put Bulgaria on the world map.
Yet sometimes the contrast is almost surreal. While his ruling party “Progressive Bulgaria” supported the “Family March” alongside the Bulgarian Orthodox Church, the Eurovision winner performed at Sofia Pride. Attacked with harsh comments on social media, Dara responded in the language of global pop culture: “Love belongs to everyone. Shaming people for who they are and who they love is outdated. Either you grow with me, or you’ll be left behind.”
Two universes
The paradox lies not in the differences, which exist in many Western countries as well, but in the fact that the political elite and Bulgaria’s new faces belong to different cultural universes. The former, however, cannot do without the latter. Because it is they – not party slogans – who shape the country’s image beyond its borders.
The government does not create Bulgaria’s new image. It simply poses for photos next to it.
In November, Georgi Gospodinov will be among the guests at the “Meet the Writer” forum at the BOZAR cultural center in Brussels, where some of the biggest names in contemporary literature traditionally gather. His success is paving the way for other Bulgarian authors. Rene Karabash’s novel She Who Remains has already made the shortlist for the International Booker Prize – something unthinkable not long ago.
In motorsport, Nikola Tsolov is no longer just a promising Bulgarian talent. For the first time in many years, Bulgaria has a young athlete whom the world speaks of as a potential global superstar.
The government is already trying to calculate the economic and image benefits of hosting the Eurovision Song Contest in Bulgaria next year. Thousands of foreign visitors will not come for Orthodox traditions or firmness against same-sex marriage. They will come for the music, the entertainment, and the curiosity to see the country of Dara.
Herein lies the Bulgarian contradiction. Citizens want a European standard of living and the international recognition that comes with belonging to Europe, but they often support politicians who view with suspicion some of the values and rules on which the community is built.
Which Bulgaria will the world remember? The one whose language it understands.
Caption: Dara of Bulgaria poses with the trophy during a press conference after winning the 70th Eurovision Song Contest (ESC) in Vienna, Austria, 17 May 2026. She won the grand final with the song ‘Bangaranga’. EPA/HANNIBAL HANSCHKE
Updated: June 23, 2026 - 07:48
