Maxim Behar: A Country Without a Brand Is a Country Without Direction

In an in-depth conversation with journalist Sonya Koltuklieva, Maxim Behar shares impressions from his recent trip to Cambodia, comments on political communication in Bulgaria, and speaks openly about the need for a national brand and a clear economic vision.

Sonya:
Maxim, where were you this time? You’re constantly on the move.

Maxim:
I was in Cambodia, and it turned out to be a very different country from what many people imagine. The people are incredibly hard-working, positive, young – 35% of the population is Gen Z. The state encourages families to have more children, supports businesses, and what impressed me most was how institutions work hand in hand with the private sector. Each ministry has a council with the largest companies in its field; they meet every month, and once a year they all sit down with the Prime Minister – live, on TV. Something like this in Bulgaria would be revolutionary.

Sonya:
It seems the trip really left a mark on you. What else surprised you?

Maxim:
For example, what they produce. Cambodia is the world’s largest producer of cashews and of the highest-quality black pepper, which is used in every Michelin-star restaurant. In London, I bought a coat and later noticed the label – Made in Cambodia. The country is entering global markets rapidly. And you can see how a state can create the right conditions – peace, stability, partnerships – so the economy can grow.

Sonya:
How do you see the situation in Bulgaria, especially when it comes to political communication?

Maxim:
There is almost no real dialogue. Political leaders don’t face each other; they don’t debate or discuss. They speak through the media. One makes a statement and leaves; another responds later; the third one says something else. There’s no clash of arguments, no exchange of ideas, no vision. Europe isn’t perfect either, but at least there conversations happen. Here, everyone seems locked inside party studios and propaganda bubbles. This destroys the possibility of developing a real economic strategy.

Sonya:
So the meaningful conversation – the one that moves a country forward – is missing?

Maxim:
Exactly. Politics matters, but it’s the economy that determines whether people can live well. I’m worried about increasing social contributions in a moment of stagnation. Pressure for higher wages is understandable – life has become expensive. But if a business doesn’t generate revenue, where will it find the money?

I would give young people opportunities – for example, a fund offering 100,000 euros for startup projects, non-repayable, based on a real business plan. Yes, half will fail, but the ones that succeed will return ten times more to the economy.

Sonya:
You mentioned Bulgaria’s lack of a clear image. Is that the other big issue?

Maxim:
Absolutely. Bulgaria has no brand. No logo, no slogan, no strategy. We have wonderful, intelligent, talented people – but the world doesn’t know that. Two million Bulgarians abroad are our best ambassadors, yet the state doesn’t build its own image. We need a national logo competition, campaigns, digital presence – a full concept like “Bulgaria 2030”. This is far more important than half of the political dramas we see every day.

Sonya:
Tell us more about the personal side. You often talk about the importance of work.

Maxim:
Because it builds character. My father sent me to work in a factory – those five years were the best school I ever had. I did the same with my son: seasonal work in Las Vegas, in New Jersey, and then years at McDonald’s. Last year, I myself wanted to work at McDonald’s – I went through training and worked full shifts.

This experience teaches you to respect every job. Today you can manage a company; tomorrow you might be serving in a restaurant. In both cases, you must remain human.

Sonya:
As a final question, are you optimistic about Bulgaria?

Maxim:
Yes. There is tremendous energy here, especially among young people. One day, all we need is for everyone to put aside petty disputes and say: “How do we make Bulgaria a better country?” If that happens, we’ll move forward much faster than we imagine.

Maxim Behar concludes with a message that Bulgaria has the potential, the people, and the opportunities – but needs direction.
“If for one day we forget the small political quarrels and focus on the future of the country, Bulgaria can become a much better place. The opportunities are here – we just need to use them.”

Watch the full interview here.