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Bus shelter with Atomium in the Lozenets district of Sofia (© FPS Foreign affairs).
Our embassy in Sofia (Bulgaria) has successfully raised our country’s profile. Since 2021, a tram has been running through the city decorated with stunning images of Belgium. The Atomium graces a bus shelter in the neighbourhood of the embassy, and at Serdica metro station, travellers can enjoy a poem by Belgian poet Max Temmerman.
Promoting a positive image of Belgium is one of the core tasks of our embassies and consulates. Some organise a (jazz) concert, others opt for a film screening – Julie Keeps Quiet has featured several times – while yet others showcase our gastronomic strengths.
The Lion at Waterloo and at Shipka
Our embassy in Sofia decided to take a different approach. Our colleagues teamed up with Bulgarian Petya Ilieva, a dynamic advocate for cultural diplomacy. She came up with the idea of transforming a number of older, still widely used trams in the capital Sofia into visual gems: adorned with stunning photographs of other countries.
The Belgian embassy was one of the first to jump on board. And it did not just want to showcase typically Belgian things – it aimed to pair them with similar Bulgarian images. In doing so, it underlined the connectedness between the two countries (see box).
For example, a photo of the flower carpet on Brussels’ Grand Place appears next to one of the rose harvest in the Rose Valley near Kazanlak. The Gilles of Binche stand shoulder to shoulder with their counterparts from Pernik in Bulgaria, the Lion of Waterloo finds a twin in the Shipka Liberty Memorial – which also boasts a lion – while Brussels’ Royal Theatre of La Monnaie is matched with Sofia’s National Theatre. And so on.
Atomium in Lozenets
And so, since 2021, a ‘Belgian tram’ has been brightening the streets of Sofia. Because it was such a success, our colleagues decided to turn their attention to bus transport as well. In May 2025, they decorated a bus shelter with a beautiful photo of the Atomium and some background information, where it still remains today.
The shelter is located in the Lozenets district, a modern residential area where the embassy is also situated. The inauguration took place in the presence of district mayor Konstantin Pavlov.
Poetry on the Subway
The metro was the final piece to complete this public transport triptych. That is why our embassy has been participating in ‘Poetry on the Subway’ since 18 November 2025. This campaign aims to make literature accessible to a wide audience by putting up posters featuring verses by European poets in Sofia’s metro stations.
Our colleagues opted for the poem ‘Home Economics’ by Max Temmerman, which was displayed in Serdica station, one of the busiest and most central stops in the Bulgarian capital.
Our embassy is delighted with the actions so far, and the campaign is still running. With a relatively modest investment of time and money, it has successfully raised our country’s profile. Plans are already underway for a similar initiative in the historic city of Plovdiv and the coastal city of Varna.
Belgium enjoys an excellent reputation in Bulgaria
The ties between Belgium and Bulgaria date back to the 19th century. As early as 1879, our country established diplomatic relations, making it one of the first ten nations to do so. The story goes that Bulgaria modelled its 1879 constitution on ours, and we share the motto “Unity makes strength.” From the late 19th century until the 1930s, we maintained strong economic and cultural contacts (education, science).
After the fall of the Berlin Wall in the early 1990s, Belgian entrepreneurs were among the first to show interest in Bulgaria’s transition, investing in privatisation. Today, both large and medium-sized Belgian companies are active there. Examples include Solvay, KBC (locally known as UBB, Bulgaria’s largest bank-insurer), Cordeel (construction), Melexis (chips), and Caroline Biss (women’s clothing).
Bulgaria became a NATO member in 2004 and joined the EU in 2007, placing it firmly on the eastern flank of both organisations, bordering the Black Sea. Hence the close military cooperation. Since 2005, Bulgaria has purchased three Belgian frigates and a minesweeper, and in September 2025 our government decided to donate four minehunters to the Bulgarian navy.
Bulgaria is also increasingly aligning itself with the EU. On 1 January 2025, it became a full member of the Schengen Area for both air and road travel, and on 1 January 2026 it joined the eurozone.
Conversely, Bulgaria is becoming increasingly popular with Belgian tourists. During the summer, around 150,000 Belgians visit the Balkan country, mainly the Black Sea coast with cities such as Varna and Burgas. That is why, in 2026, we will appoint an honorary consul to assist Belgians travelling there.
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