Diplomacy&Commerce magazine #105 – May/June 2025 by Diplomacy&Commerce magazine

AND CHRISTOPHER HILL

ISSUE 105 | MAY/JUNE 2025 | FREE COPY

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ITALIAN NATIONAL DAY CELEBRATED AT THE EMBASSY

FOCUS ON JAPAN FROM YELLOW BUSES TO GREEN FUTURES

H.E. AKIRA IMAMURA

Ambassador of Japan to Serbia

www.diplomacyandcommerce.rs

PUBLIC ADMINISTRATION MUST SET AN EXAMPLE OF ACCOUNTABILITY

SNEŽANA PAUNOVIĆ

Minister of Public Administration and Local Self-Government

FOCUS ON SWEDEN SUSTAINABILITY IS NO LONGER OPTIONAL —

IT’S A RESPONSIBILITY

H.E. CHARLOTTE SAMMELIN

Ambassador of Sweden to Serbia

TOWARD STABILITY AND EUROPEAN BELONGING

MILO ĐUKANOVIĆ

Former President of Montenegro

FOCUS ON ITALY ITALY SEES SERBIA CLEARLY

H.E. LUCA GORI

Ambassador of Italy to Serbia

INNOVATION, MODERNISATION AND SUSTAINABILITY ARE THE FUTURE OF JAHORINA

DEJAN LJEVNAIĆ

Jahorina Olympic Centre

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Director ROBERT ČOBAN robert.coban@color.rs

Editor in Chief

DRAGAN NIKOLIĆ dragan.nikolic@color.rs

Journalists MIJAT KONTIĆ ŽIKICA MILOŠEVIĆ

Advertising DRAGAN NIKOLIĆ dragan.nikolic@color.rs

DRAGAN VUČEVIĆ dragan.vucevic@color.rs marketing@color.rs

Photos GORAN ZLATKOVIĆ IGOR MILIĆ SHUTTERSTOCK

Translation COLOR MEDIA EVENTS

Prepress VLADIMIR DUDAŠ C e n t r o b i r o

Contributors

ROBERT ČOBAN NATALI HUSIĆ SARKOZY LAZAR JOVANOVIĆ DARKO ŠĆEPANOVIĆ VESNA DA VINČA ANA BLANQUART

Print COLOR PRINT Novi Sad

Distribution PRETPLATA D.O.O. office@pretplata.rs +381 11 314 99 21

FEATURED PUBLIC ADMINISTRATION MUST SET AN EXAMPLE OF ACCOUNTABILITY SNEŽANA PAUNOVIĆ

Minister of Public Administration and Local Self-Government

FEATURED INTERVIEW TOWARD STABILITY AND EUROPEAN BELONGING MILO ĐUKANOVIĆ

Former President of Montenegro COLOR MEDIA EVENTS

Published

CULTURAL INTERVIEW A QUIET FORCE BEHIND THE SCENES DR DUBRAVKA TOMIĆ

Acting Director of the Students City Cultural Centre in Belgrade

CIP – Katalogizacija u publikaciji Biblioteka Matice Srpske, Novi Sad 33 Diplomacy & Commerce / glavni i odgovorni urednik: Dragan Nikolić, 2016, (mart)-.Novi Sad: Color Media Events, 2016 - , -33cm Mesečno

FOCUS ON SWEDEN SUSTAINABILITY IS NO LONGER OPTIONAL — IT’S A RESPONSIBILITY

H.E. CHARLOTTE SAMMELIN

Ambassador of Sweden to Serbia

countries

MEDIA INTERVIEW NO ONE IS TIRED RADOVAN SERATLIĆ

Journalist, NovaS TV

FOCUS ON JAPAN FROM YELLOW BUSES TO GREEN FUTURES

H.E. AKIRA IMAMURA Ambassador of Japan to Serbia

FOCUS ON ITALY ITALY SEES SERBIA CLEARLY

H.E. LUCA GORI Ambassador of Italy to Serbia

“Herz & Son” and “Basch House”

The film Fatherland (1994) and the series The Man in the High Castle, both based on novels of the same name, offer a dystopian vision of Europe and America under the assumption that Hitler won the Second World War. Cycling through Banat last month, I found myself contemplating a different scenario. Imagine if Hitler had never come to power in Germany and there had been no Second World War. If the Weimar Republic had continued to develop like any other European country, and the USSR had remained the only socialist state in Europe, one that would have eventually, and perhaps much sooner, lost the Cold War to the West.

In that scenario, the countries of Eastern Europe, including the Kingdom of Yugoslavia, would have remained capitalist states with market economies that continued to develop along the lines of neutral Sweden or Switzerland, which did not participate in the war. In Vojvodina, Jews, Germans and White Russians would still be living—three of the most technologically and culturally advanced communities, almost entirely erased between 1941 and 1945.

On the road to Nikolinci, on the left side of Nemanja Street in Banatski Karlovac, lie the abandoned facilities of the former “Banat” Meat Industry, which went bankrupt years ago. In its advertising, the company proudly cited 1873 as its founding year. That was, in fact, the year when the meat company “Herz & Son” was established—a firm that, judging by the posters still available online, held a respected position both in the Austro-Hungarian Empire and later in the Kingdom of Yugoslavia. Its artistically designed advertising posters depict vast industrial halls that remain impressive even by today’s standards.

Their famous “Herz Salami” was awarded at ten international exhibitions, according to a 1930s advert. Today, where once renowned European meat delicacies were produced, only a defunct neon sign for a company called AD and the crumbling remains of a former food industry giant can be seen. In the historical dystopia where

the Kingdom of Yugoslavia had survived, along with its Jewish, German and White Russian populations, hundreds of factories like “Herz & Son” might also have survived and flourished. Instead, they were nationalised, and most collapsed during the transition from 1990 onwards.

A few weeks later, following our visit to the company ElevenEs, Vesa, Aleksandra, and I joined our hosts for lunch at the “Basch House 1887” restaurant, where I came across a fascinating story that, as it turns out, my colleague Mira Adanja Polak had reported on a year earlier. The house belonged to the Basch family—one of the few Jewish families in the city to have survived the Holocaust. Built in 1887, the villa has a remarkable history.

In the 1880s, Dr Šandor Kertes, the chief physician of Subotica, commissioned the renowned city architect Titus Mačković to design and build a family residence in the heart of town. Construction of the beautiful detached villa was completed in 1887. Its exterior façades were inspired by classical

Greek architecture. At the same time, the layout featured a spacious floor plan with a central hall illuminated from above by a glass roof light—at the time, the first and only of its kind in Subotica.

In 1912, the villa was purchased by Andreas Lichtnecker, who, while preserving the spirit of the original design, added his architectural touches by building several auxiliary structures. In the 1930s, the house passed into the hands of the Basch family, whose name it still carries today. This prominent family owned the residence for over a century, securing its legacy as the “Basch House”. Years went by, and the house continued to deteriorate. The owner, István Basch, lived in a single room, heating it during the winter months, waiting for an offer he could accept. He held on to the hope that someone would eventually understand his wish—for the house to remain, at least in part, as it once was. That hope seemed increasingly unlikely, as time had taken its toll on the façade and many of the old building’s elements. Then came a proposal from civil engineer Igor Dulić—a member of a well-known Bunjevac family from Subotica—who works in the construction industry. A deal was finally reached. Dulić agreed to preserve everything that could be saved from the original structure, respecting István Basch’s wishes.

Today, the site is home to the “Basch House 1887” craft brewery, a restaurant serving excellent cuisine, and several modern apartments. The new owner has also created a small museum exhibit within the premises, dedicated to the history of the house and the Basch family—an all-too-rare and commendable example in Serbia of cultural heritage being preserved while given a new purpose. Perhaps one day, we will succeed in building a society where most buildings and companies share the fate of the Basch House, rather than that of the “Herz & Son” factory. But I fear that, for many homes and factories, it may already be too late.

Robert Čoban

Public Administration Must Set an Example of Accountability

The Minister of Public Administration and Local Self-Government opened the CSR Serbia 2025 conference with a message that responsibility must be a cornerstone of both the private and public sectors

SNEŽANA PAUNOVIĆ

Minister of Public Administration and Local Self-Government

At the CSR Serbia 2025 conference, held on May 20 at the Serbian Chamber of Commerce, the event was formally opened by Minister of Public Administration and Local Self-Government

Snežana Paunović. Organised by Colour Media Events and Diplomacy & Commerce magazine, the gathering brought together leaders from the business community, public sector, and civil society to highlight the importance of corporate social responsibility in today’s society. In her keynote address, the Minister emphasised that responsibility towards the community must be the foundation of all

IN THE MINISTRY I LEAD, SOCIAL RESPONSIBILITY IS NOT MERELY A FORMALITY

– IT IS A DEEPLY ROOTED VALUE AND A FUNDAMENTAL PART OF EVERYTHING WE DO

sustainable development, both in the private and public sectors.

“It is both an honour and a pleasure to open a conference dedicated to a topic that is gaining relevance each day – not only in the business sphere but also within our social and institutional lives,” Paunović stated.

She underlined that in the Ministry of Public Administration and Local Self-Government, which she leads, social responsibility is not merely a formality, but a deeply rooted value and an integral part of everything they do. She stressed that institutions, particularly the public administration, must lead by example when it comes to acting responsibly towards citizens.

The Minister noted that a key strategic goal of the Ministry is to build an efficient, transparent, and

reliable public administration—one that truly serves its citizens. To that end, significant efforts have been made in recent years to digitise public services, simplify procedures, and reduce administrative burdens.

Services such as eGovernment and eTaxes have enabled faster, more straightforward, and more transparent communication between citizens, businesses, and the state. That is social responsibility in practice – tangible, measurable, and directly beneficial to daily life,” said Paunović.

One of the Ministry’s top priorities is to strengthen the capacities of local self-governments across Serbia. The goal is for every municipality to become a model of good governance – transparent, accountable, and proactively engaged in sustainable development processes. Paunović placed particular emphasis on the importance of involving diverse social groups in the work of public administration.

“We want everyone to be actively included in institutional processes – women, young people, persons with disabilities, and members of national minorities. That is the only path towards more inclusive, fairer, and more accountable governance.”

The Minister emphasised that social responsibility must become an integral part of corporate culture, business regulation, and public policy. It is not a passing trend or a collection of isolated initiatives, but a lasting commitment for all of us.

Speaking about the foundations of responsible business conduct, Paunović stated that its core must be the human being. “At the heart of everything must be the worker. No strategy, no business plan can be truly sustainable if it does not rest on the respect for fundamental human and labour rights.”

I BELIEVE THAT TOGETHER WE CAN AND MUST CONTINUE DEVELOPING A SYSTEM IN WHICH SOCIAL RESPONSIBILITY IS THE RULE, NOT THE EXCEPTION

She placed particular emphasis on fair working conditions, decent wages, workplace safety, and equality, describing them as the essential pillars of all responsible business conduct.

“Companies that invest in the well-being of their employees, uphold workers’ rights, contribute to local communities, and respect environmental standards are the ones that deserve recognition, support, and to be held up

as examples of best practice,” the Minister concluded.

In this context, the Minister welcomed the existence of awards such as the “Đorđe Vajfert” prize, stating that such honours are not merely symbols of prestige but a powerful incentive for companies striving to operate responsibly and sustainably.

“The ‘Đorđe Vajfert’ award motivates companies to uphold high business standards, to care

for their employees, their communities, and the environment. It sends a clear message – that responsibility, ethics, and sustainability are recognised and valued.”

In closing, Minister Paunović expressed her belief that only through joint efforts, by fostering cooperation between the state, the business sector, and civil society, can we build an environment where responsibility, sustainability, and care for people form the foundation of every successful policy and business endeavour.

“I believe that together we can and must continue developing a system in which social responsibility is the rule, not the exception,” she concluded.

Toward Stability and European Belonging

Reflections on Montenegro’s post-independence progress, institutional challenges, and the Western Balkans’ European future

MILO ĐUKANOVIĆ

Former President of Montenegro

In this excerpt from a larger exclusive interview given to Diplomacy & Commerce Montenegro magazine, former President of Montenegro Milo Đukanović reflects on the legacy of Montenegrin independence nearly two decades after the 2006 referendum. He shares his views on the country’s most significant achievements, including the preservation of peace, economic sustainability, and multiethnic harmony. Đukanović also discusses the challenges of institutional development, the importance of responsible governance, and offers a broader vision for the Western Balkans as an integral part of the European geopolitical future.

Montenegro recently marked 19 years since the referendum that restored its statehood—nearly two decades that have significantly shaped its modern identity, both politically, economically,

times despite achieving substantial results. Still, I believe that everything that was done is truly valuable. Among the things I’m particularly proud of, I would highlight that Montenegro man-

LIFE IS BECOMING MORE VALUED IN MONTENEGRO—WE ARE MOVING FROM A CULT OF HEROIC DEATH TO A CULTURE OF LIVING

and internationally. When you reflect on that period, what do you consider the greatest achievement, and which areas of development remain to be fulfilled?

As I’ve already mentioned, we generally experienced difficult

tradition, I view that as a significant achievement. In a way, I believe that within this current generation living in Montenegro, life is gaining greater value.

Historically, Montenegro nurtured a cult of heroic death. Now we’re seeing the emergence of a cult of life—life itself is more appreciated. Of course, these are long processes, and we’ll see what the long-term outcomes of Montenegro’s social emancipation will be. But I am confident that during this period, a new phase of awareness has begun to form around the values that matter most.

Secondly, I believe we have learned to value societal stability. Without stability, there can be no development, and people often flee unstable societies. Montenegro underwent a significant stage of intensive economic growth, thanks to a dynamic influx of foreign investment. Capital is cowardly—investors avoid instability. That inflow of capital testifies that Montenegro was seen as a stable and attractive investment destination.

During that period, we also strengthened Montenegro’s multiethnic and multireligious character. Historically, Montenegro was a multiethnic state, and we reaffirmed that identity when, during the regional turmoil, a vast number of refugees and displaced persons from war-torn areas sought refuge in Montenegro. These were people of different faiths and nationalities. At one point, they made up 20% of the population— an almost unimaginable figure. Imagine if 20% of the population in the United States, Germany, or France were suddenly foreignborn. And yet, in Montenegro, this helped reinforce trust in coexistence and multiethnic, multireligious community life.

aged to preserve peace in the early 1990s. Considering the events unfolding in our surroundings at the time, Montenegro was the only former Yugoslavian republic on whose territory there was no war. Given Montenegro’s predominantly warrior-like history and

It is also worth mentioning that we achieved economic selfsustainability. Throughout history, Montenegro often relied on external support. However, from the early 1990s to the present, Montenegro has thrived on its own merits and, through its capabilities, has become an inspiring destination for investment. Wealthy people began to arrive, bringing not only valuable physical developments but also new structures and standards. Porto Montenegro is fully competitive with marinas in Monte Carlo, Cannes, or Porto Cervo. It was also crucial to partner with the right individuals.

All photos: Igor

Milić

Furthermore, it is worth noting that in 2002, we introduced the euro, following the German mark, which strengthened investor confidence and was a crucial step toward Montenegrin independence. I would say it was a decisive step. It helped raise awareness among people in Montenegro that it was time to move beyond a fundamentally flawed economic environment. At the time, the Yugoslav dinar had been completely devalued. We didn’t even consider printing our traditional currency, the perper, which might have made sentimental or symbolic sense. Instead, we decided to protect Montenegro from the risk that some future irresponsible actor might one day print the perper, and we’d end up with a devalued perper, just like we’d have a devalued dinar. Montenegro needed a stable, convertible currency to support its economy’s recovery and growth.

Ultimately, we restored independence—a centuriesold dream for generations of Montenegrins—and we did it in a distinctly European manner, without jeopardising the country’s stability for even a moment. It was carried out democratically and in strict compliance with the rules set by the EU. Ultimately, we aligned Montenegro with the direction it had historically followed. That path was logically chosen, reinforced by a deeper understanding that we had to become, not only geographically but also culturally, part of the European cultural sphere. Europe is our natural habitat, and we must move toward it. However, to move in that direction, we must organically align with it, which means embracing its standards. Otherwise, we’ll stand out as outsiders, even “outcasts,” from that society.

When you move toward Europe, you are also moving along the path of NATO, as part of EuroAtlantic integration.

On the other hand, what could not realistically be completed in such a short time was institutional development. When I first stepped down as Prime Minister in 2006—after the successful referendum and subsequent parliamentary elections—I said it was time for personal authority to be replaced by institutional authority. I wanted to emphasise that the democratic and economic development of a country depends heavily on the strength of its institutions.

THERE IS NO GEOPOLITICAL VACUUM—WHERE EUROPE IS ABSENT, OTHERS STEP IN

Countries with well-developed institutions can survive poor governance. For countries without them, bad governance can be fatal. That’s why it’s essential, especially for a young state, to establish its institutions thoroughly and consistently. Has that truly happened over the past five years in Montenegro? I’d be more inclined to say no than yes. However, those, too, are lessons we must learn.

Montenegro eventually changed government and gained a leadership that was the only real alternative to the previous one. Today, the citizens of Montenegro are better equipped to assess what truly serves their long-term interest.

I believe what matters most now is for Montenegro to have a nationally responsible government—one that will patiently and persistently continue building institutions, so that they become the reliable foundation for the country’s future social development.

The Western Balkans remains a space where regional and global interests intersect. At a time when there is growing talk of the need for a “new approach” to this part of Europe, what vision of the region’s future do you see as realistic?

Everything I said about Montenegro also applies to the Western Balkans. The Western Balkans must become part of modern European integration. The prerequisite for that is the implementation of serious reforms within Western Balkan societies— reforms that will make us an organic part of contemporary Europe.

In my view, slipping in through the “back door” is not a serious option. You might formally become part of an integration if someone already inside lets you in, but you will still feel like a stranger there.

Another key principle is that integration is equally in the interest of the Western Balkans and of Europe. As I’ve already pointed out, Europe is facing major challenges in shaping a new geopolitical

model. The Cold War model is over, whether some want to accept that or not. Likewise, the era of a unipolar world, with one superpower as the sole hegemon, is over.

We are on the brink of a new geopolitical configuration, and it will be particularly challenging for Europe. That’s why Europe must act quickly on several key priorities. In my view, the priority is for Europe to accelerate its unification process, specifically the completion of integration in the Western Balkans.

There is no such thing as a geopolitical vacuum. Wherever Europe is absent, others move in—often actors who do not have Europe’s best interests at heart.

Therefore, Europe must also address other issues, such as clearly defining its two core policies —defence and security, as well as foreign policy. No one has prevented Europe from doing this, even within its NATO membership. Yet it has not done so, and now it will have to, mainly due to the strategic pivot made by Trump’s America, which has shifted its focus from the Atlantic to the Pacific.

However, Europe will find this much harder to accomplish if it has to worry about instability in any part of its continent.

Financing Our Future

Why the World — and Serbia — Can’t Afford to Wait

inclusive and innovative financial mechanisms.

The world is navigating turbulent times. Global cooperation is under strain, trade barriers are rising, and progress on the Sustainable Development Goals (SDGs) is stalling. Only 17% of the SDGs are currently on track to be achieved by 2030 — a sobering figure that threatens the prospects of millions. The UN estimates a yearly funding gap of between 2.5 and 4 trillion USD to reach these goals. Meanwhile, military spending has increased every year for a decade, with a sharp rise in 2024,

FINANCING FOR DEVELOPMENT IS NOT JUST ABOUT NUMBERS — IT’S ABOUT DELIVERING ON THE PROMISE OF THE SDGS

while humanitarian and development aid continues to decline.

Multilateral cooperation remains our best tool for addressing these global challenges. And yet, the gap between ambition and action is growing. The moment calls for a renewed global commitment — one where resources move toward equity, resilience, and sustainability, not division and delay.

In this context, the fourth FinancingforDevelopment (FfD) Conference will be held in Seville,

Spain, from 30 June to 3 July. Convened by the United Nations, the conference aims to reshape the global financial system so it better supports sustainable development, mobilising both public and private capital from all available sources. It builds on the Pact for the Future, adopted by UN Member States in September 2024, which urged reforms to make international finance more accessible and committed countries to increase private sector investment through

Hosting the conference, Spain sends a strong message of commitment to multilateralism and solidarity. These principles frame the agenda set forth by UN Secretary-General António Guterres, who has identified three areas that demand urgent action: First, tackling the burden of sovereign debt. Many developing countries are facing unsustainable debt servicing costs that leave little room for investment in health, education, or infrastructure. Debt restructuring, lower borrowing costs, and greater liquidity are needed to avoid defaults and redirect spending to national priorities.

Joint op-ed by Matilde Mordt, UN Resident Coordinator in Serbia, and Juan José Sanz Aparicio, Ambassador of the Kingdom of Spain to Serbia

JUAN JOSÉ SANZ APARICIO Ambassador of the Kingdom of Spain to Serbia

MATILDE MORDT

UN Resident Coordinator in Serbia

Second, reforming the international financial architecture. Multilateral development banks need recapitalization so they can provide more concessional finance to countries most in need. Greater voice and representation for developing countries in decision-making bodies is also essential.

Third, mobilising significantly more financing, from all sources, to meet sustainable development targets. This is especially relevant for countries like Serbia, which are already taking concrete steps to bridge the gap.

Public budgets remain a major driver of development finance. In Serbia, domestic public financing accounts for around 40% of total resources and has grown at an average rate of 7.2% over the past decade. Aligning public spending with sustainability priorities is essential. One concrete example is gender-responsive budgeting. Today, 90% of national and provincial budget users in Serbia include a gender perspective in their annual plans — an achievement supported by UN Women.

Another focus of the FfD is blended finance — using public funds to reduce risks and attract private investment in sectors or regions that otherwise might be overlooked. Done right, blended finance acts as a multiplier. According to EU data, each dollar of concessional finance can leverage up to 3.5 dollars in total investment.

Serbia has made notable progress in using such tools. The government has issued thematic sovereign bonds to attract sustainable investment. Its first green bond, issued in 2021, raised EUR 1 billion for infrastructure in railways, wastewater treatment, sustainable agriculture, forest protection, and waste management. In 2024, Serbia issued ESG bonds that raised USD 1.5 billion to support major projects like the Belgrade Metro, the Belgrade–Budapest railway, energy efficiency upgrades, and recycling initiatives.

The private sector plays a crucial role in advancing the SDGs, offering numerous investment opportunities. The ‘UN Sustainable Development Goals Investor Map,’ developed by UNDP, identifies five key sectors in Serbia that present profitable opportunities for sustainable investment: food and beverages, renewable and alternative energy, infrastructure, technology and communications, and health care.

De-risking mechanisms also play a key role. These include credit guarantees, concessional loans, and

in consultation with affected groups.

SERBIA’S

EXPERIENCE PROVES THAT WITH THE RIGHT PARTNERSHIPS, EVEN SMALLER ECONOMIES CAN LEAD BY EXAMPLE

non-financial support such as technical assistance and capacity building. A notable example is the UNDP Innovation Challenge — supported by the EU, Sweden, and Switzerland and with additional financing from the European Investment Bank. It promotes climate-smart investments through grants, equity co-financing, and business acceleration support. Since 2017, it has mobilized over USD 12 million in private investment for startups and SMEs tackling energy, transport, and waste issues with local community benefits.

Public-Private Partnerships (PPPs) have also gained traction in Serbia. Since the Law on PPPs and Concessions came into force in 2011, over 300 projects have been approved, representing more than EUR 10 billion in value. These include initiatives in transportation, healthcare, energy, and waste,

such as the Belgrade Airport expansion and the Vinča waste-toenergy plant. Serbia and UNECE recently hosted an international PPP Forum in Belgrade, where these and other investments were featured.

Looking forward, Serbia has a strong foundation to build on — and the FfD Conference presents an opportunity to take the next step. One potential leap is the creation of mission-driven financing platforms that align public and private funds with national priorities. A case in point is the proposed Just Transition Fund, which will be part of Serbia’s new Just Transition Action Plan. This fund could play a key role in financing the decommissioning of coal by 2050, supporting worker reskilling, job creation, and community revitalization in former coal regions — all designed

4TH INTERNATIONAL CONFERENCE ON FINANCING FOR DEVELOPMENT

30 JUNE - 3 JULY 2025

Sevilla, Spain

The conference will address new and emerging issues, the urgent need to fully implement the Sustainable Development Goals, and support reform of the international financial architecture. FFD4 will assess the progress made in the implementation of the Monterrey Consensus, the Doha Declaration and the Addis Ababa Action Agenda.

Another priority is to help local governments expand their use of blended finance. Local self-governments in Serbia already apply PPPs in areas like heating, transport, and waste management. But to scale this up, they will need stronger technical, legal, and financial skills to prepare bankable projects and manage them effectively.

Over the past decade, the United Nations system in Serbia has worked closely with national and local institutions to develop policies, pilot financing models, and strengthen institutional capacities. From supporting gender budgeting to promoting inclusive green growth and just transition, these efforts demonstrate how multilateral cooperation translates into practical results.

The FfD Conference is more than a technical meeting — it’s a chance for countries like Serbia to showcase their achievements, learn from others, and help shape a more equitable financial future. Financing for development is not just about numbers. It’s about delivering on the promise of the SDGs — and ensuring that every country, regardless of size, has the tools to invest in people, planet, and prosperity.

Serbia’s experience proves that with the right partnerships, even smaller economies can lead by example. But ambition must be matched by support. As the global community gathers in Seville, the path forward is clear: investing in inclusive, sustainable development is not optional — it’s the only way forward.

Photo:

The Hills Remember Belgrade

H.E. CHRISTOPHER HILL

Ex-Ambassador of the United States to Serbia

In an open and heartfelt conversation, former U.S. Ambassador to Serbia Christopher Hill and his wife Julie look back on their years in Belgrade — from first impressions and cultural discoveries to the friendships that changed their lives. Now in a new chapter of life, they share memories of shared moments, diplomatic challenges, and the everyday joys they experienced in Serbia. A journey from official duty to a personal chapter forever marked by the Serbian spirit.

What have you been doing since you left Belgrade?

My wife, Julie, and I left Belgrade on January 19 after almost three years serving as the US Ambassador to Serbia. Two days later, on January 21, we boarded a sailboat in the British Virgin Islands for a 10-day sailing trip. The trip was very relaxing and adventurous, and most of all, it gave us an opportunity to decompress after our almost three years in Belgrade.

It has been a busy few months. Immediately after the sailboat trip, we turned to rebuilding our home in Florida, which had been hard hit by the last hurricane season. House projects can drive couples apart, but in our case, the work brought us even closer together. Now we can say that the house is in good condition.

I have had many opportunities to speak at different conferences aimed at informing Americans about contemporary trends in

Europe and, more specifically, in the Balkans. Many Americans only know of the Balkans from those difficult years in the 1990s. I was able to tell them that, of course, there are many problems, but the progress in the region is extraordinary and that there are good reasons to expect even better days ahead.

In recent weeks, Julie and I have been living in Vienna, Austria, where I am a visiting fellow at the IWM institute. I am focusing on the legacy of the Dayton Peace Accords, a negotiating process I took part in 30 years ago.

What (and who) do you miss the most from Serbia?

Julie and I thoroughly enjoyed the assignment in Belgrade. For me in particular, returning to Serbia after so many years away was a great challenge and an opportunity to modernise my thinking about what has changed and to continue to help further the U.S.-Serbian relationship. This was, after all, my third time in Belgrade, including when I was a child at the International School of Belgrade and my father was the Economic Counsellor in the U.S. Embassy. As an ambassador, I had the wonderful opportunity to see my 2nd grade teacher, Mrs. Brasic, after so many decades. She hadn’t changed a bit in the intervening years, and, according to her, neither had I!

Julie’s time in Serbia was also very busy. There, she worked to build relationships through sports diplomacy, women’s empowerment, and other programs that helped to bring our peoples closer together. We were

honoured to welcome athletes from the US to the US residence. Serbia loves sports, and so do Americans.

There is so much Julie and I miss about our lives in Belgrade: the excitement of the city, the eclectic architecture of old and new, our walks in the nearby countryside and through ageless Kalemegda, and of course, Serbia’s fantastic cuisine, which Serbian people are so justly proud of. But most of all, we miss our friends, both Serbian and from the international community. And, of course, we miss the wonderful staff at our residence and the entire U.S. Embassy community to whom we will always owe a debt of gratitude for making our stay in this beautiful country so memorable and enjoyable.

25 APRIL 2025

NEBOJŠA ĐOKOVIĆ

Novi ambasador Crne Gore u Srbiji

Crna Gora je, posle višegodišnje pauze, imenovala novog ambasadora u Srbiji.

Nebojša Đoković predao je akreditivna pisma predsedniku Srbije Aleksandru Vučiću 25. aprila 2025.

Đoković je rođen 1969. godine u Podgorici. Po obrazovanju je magistar ekonomije, sa dugogodišnjom karijerom u finansijskom

sektoru – radio je u Centralnoj banci Crne Gore, Hipotekarnoj banci, kao i u Udruženju banaka. Bio je član upravnih odbora Fonda za zaštitu depozita, Aerodroma Crne Gore i Centralne banke.

Njegovo imenovanje deo je šire diplomatske strategije usmerene na jačanje odnosa između dve zemlje.

26 MAY 2025

MOHAMMED AMINE BELHAJ

napušta dužnost ambasadora Maroka u Srbiji

Marokanski ambasador u Beogradu, Mohammed Amine Belhaj, podneo je krajem maja predsedniku Aleksandru Vučiću akreditaciona pisma o završetku mandata. Ceremonija oproštaja održana je pre dve nedelje, kada je Vučić zahvalio Belhaju na izvanrednoj saradnji i zalaganju za jačanje srpskomarokanskih odnosa

Belhaj je bio na toj funkciji od 2021. godine. Tokom mandata, angažovao se na unapređenju političkih, ekonomskih i kulturnih veza između dve zemlje. Istakao je nepokolebljivu podršku Maroka teritorijalnom integritetu Srbije . Sada se očekuje dolazak novog ambasadora u narednim mesecima, čime će diplomati obnavljati kontinuitet marokanske misije u Srbiji.

of Saxe-Coburg Saalfeld

1847

H.E. Ambassador Nebojša Đoković with President Aleksandar Vučić / Budućnost Srbije Instagram

Coptic Pope Delivers Lecture at the Palace of Serbia

His Holiness Pope Tawadros II, Pope of Alexandria and Patriarch of the See of Saint Mark, delivered a ceremonial lecture on 6 May at the Palace of Serbia.

9 MAY 2025

The event was organised by the Embassy of Egypt in Belgrade and the Administration for Cooperation with Churches and Religious Communities of the Ministry of Justice. Titled

Europe Day Celebrated with Diplomacy and Unity

Europe Day in Serbia was marked on May 9th by a reception organised by the Delegation of the European Union in Serbia in the “Jevremovac” Botanical Garden in Belgrade. May 9th marks the anniversary of the ‘Schuman Declaration’, a historic proposal made by Robert

Schuman, French Foreign Minister, in 1950 that laid out the foundation of European cooperation.

The Ambassador of the European Union in Serbia, H.E. Emanuele Giaufret and the President of Serbia, Aleksandar Vučić, addressed the gathered audience

“Bridges of Devotion”, the lecture gathered members of the diplomatic corps, religious communities and cultural circles, focusing on the role of faith in contemporary society.

The event was attended by several hundred dignitaries, including the highest state officials, members of the diplomatic corps, representatives of the non-governmental sector, the media, and numerous other highranking dignitaries. “Europe is our home” was the slogan of the ceremony. 06 MAY 2025

77th Anniversary of the Founding of the State of Israel

The Embassy of Israel in Belgrade organised a reception on the occasion of the 77th anniversary of the founding of the State of Israel and dedicated it to Alon Ohel, an Israeli-Serbian citizen, who was kidnapped by Hamas terrorists on October 7, 2023, at the Nova music festival in Israel.

H.E. Avivit Bar-Ilan, Ambassador of Israel, emphasised in her address that this year’s Independence Day of her homeland is filled with both joy and sadness, bearing in mind that on October 7, 2023, the State of Israel

Norwegian Embassy in Serbia

The Norwegian Embassy in Serbia celebrated Norway’s National Day on May 17th with a reception held in Belgrade. This year marks the 211th anniversary of the adoption of the Norwegian Constitution. The Norwegian Ambassador to Serbia, H.E. Kristin Melsom, addressed

experienced one of the most challenging moments since its foundation. “Nevertheless, we managed to preserve the Israeli spirit of solidarity, endurance and heroism,” said the ambassador, emphasising that Israel relies on friendships in difficult times.

The celebration was enhanced by the performance of members of the Belgrade Children’s Cultural Centre Choir, who sang the anthems of Serbia and Israel, as well as the composition “Ose Shalom”, accompanied by the piano of author Aleksandar Simić and his ensemble “Seraphim”.

The event at the “Smokvica” restaurant, located within the “Airport City Belgrade” business park, was attended by numerous state officials from the Republic of Serbia, representatives of the diplomatic corps, international organisations, the Israeli business community, the Jewish community of Serbia, and numerous friends of the Embassy. Among those present were the Minister of Foreign Affairs, Marko Đurić, who greeted the crowd and wished them a happy holiday, as well as the Minister for Human and Minority Rights and Social Dialogue, Demo Beriš.

Celebrates Constitution Day

the embassy’s esteemed guests with a speech on the significance of this day for the Norwegian people. Among the numerous guests at this reception were officials of the Serbian government, members of the diplomatic corps and other friends of the Norwegian embassy,

15 MAY 2025

70 Years of Friendship Between the Peoples of China and Serbia - Bridges of Cultural Heritage

The exhibition “70 years of friendship between the peoples of China and Serbia - Bridges of cultural heritage” was presented at the Chinese Cultural Centre, which marked one year since its opening with this event.

The event was opened by speeches from Violeta Jovanović, President of the Etno Network and Director of NALED, and Tatjana Matić, Director of the Fund for the Development of Serbia.

Director of the Chinese Cultural Centre, Zhang Aimin, and Cultural Advisor at the

20 MAY 2025

Chinese Embassy, Tang Dasheng, also spoke about this exhibition, which was organised in honour of seven decades of friendship

Montenegro Embassy in Serbia Marks Independence

The Independence Day of Montenegro is celebrated on May 21. It marks the day in 2006, following the referendum, when Montenegro regained its independence and became a fully independent state.

28 MAY 2025

between the peoples of China and Serbia and the cooperation between the two countries.

Day

This occasion was marked by a reception organised by the Montenegro Embassy in Serbia and H.E. Nebojša Đoković, who hosted this event. The ambassador of Montenegro recently began his tenure in Serbia in February 2025 when he was officially appointed.

Croatia Celebrates Statehood Day in Belgrade

On the occasion of the Statehood Day of the Republic of Croatia, the Embassy of the Republic of Croatia in Serbia hosted a reception in the restaurant “27” in Belgrade. Congratulating the gathered guests on Statehood Day, H.E. Hidajet Bišćević

reminded that this year marks the 34th anniversary of the establishment of the Armed Forces of the Republic of Croatia. In contrast, the day after marked the 35th anniversary of Croatia’s establishment as a state.

Among the many guests at this event were members of the diplomatic corps, Serbian government officials, and partners of the Montenegro Embassy in Belgrade.

Among the present guests were representatives of the diplomatic corps, individuals from Serbia’s economic, cultural, and religious life, as well as representatives of institutions and organisations (Croatian National Council, Culture Institute of Vojvodina Croats, and NIU “Hrvatska riječ”) and associations of Croats in Serbia.

2 JUNE 2025

Argentina’s Embassy in Serbia Hosts National Day Celebration

On the occasion of the 215th anniversary of the May Revolution, the Embassy of Argentina celebrated the National Day on June 2 in the official residence.

The event was hosted by H.E. Osvaldo Narsis Marsiko, the Ambassador of Argentina to Serbia, who opened this

reception with a speech marking the importance of strengthening ties between Argentina and Serbia.

This event was attended by Minister of Foreign Affairs of the Republic of Serbia, Mr. Marko Đurić, Minister of Youth and Sports, Mr. Zoran Gajić, Archbishop of Belgrade,

Cardinal Ladislav Nemet, representatives of the Serbian Orthodox Church, state secretaries and commissioner of the EXPO 2027 exhibition Marta A. Tomovska, representatives of the Ministry of SMEs of Serbia, numerous ambassadors, business people and representatives of culture and education.

A Farewell in Film, Art, and Words: Stanislas Pierret’s Departure Honoured in Belgrade

On June 3rd, a program was held in the MTS Dvorana to mark the end of the mandate of Stanislas Pierret, Advisor for Cooperation and Culture at the Embassy of France and Director of the French Institute in Serbia, whose mandate concludes in September, the French Institute in Serbia announced.

The evening began with a screening of the film “Lost in Munich” by the famous

Czech director Petr Zelenka, in which Stanislas Pierre plays one of the roles. After the film, an exhibition of Stanislas Pierret’s drawings and watercolours, created during his diplomatic missions around the world, was opened. On that occasion, his new book, “Through Serbia, waves and shores” (Academic book, 2025), an intimate travelogue in which Pierre records his observations and emotions from Serbia—a country

that, as he says, “got under his skin” —was also promoted. Among the guests who addressed Stanislas and the audience were Vladimir Pištalo and Igor Stanković.

Stanislas Pierret sent special thanks to his team from the French Institute and to the Ambassador of France to Serbia, H.E. Pierre Cochard, “who is a true lover of art and who regularly attends all the events of the French Institute”.

7 JUNE 2025

Varslavia Church Music

Ensemble Performs at St. Sava Crypt

The Polish Institute in Belgrade organised the performance of the Varslavia Church Music Ensemble. The concert follows the 9th International Festival of Church Choir Music “Musical Edict”, which takes place from June 8th to 11th in Niš.

The ensemble was founded in October 2016. In cooperation with the Centre of Orthodox Culture in Warsaw, through educational, concert and phonographic activities, it promotes the achievements of Eastern Christian spiritual singing.

10 JUNE 2025

Portugal’s National Day Celebrated with Music and Diplomacy in Belgrade

On June 10th, the Embassy of Portugal in Serbia celebrated the Day of Portugal, Camões and the Portuguese Communities at the National Museum of Serbia, with a concert (“Tribute to Camões”) in collaboration with Artlink Festival, followed by a reception.

10 JUNE 2025

The event was opened by a speech from H.E. José Velez Caroço, Ambassador of Portugal to Serbia. The musical tribute to Luís Vaz de Camões, brilliantly performed by the renowned Serbian pianist Jovanka Višekruna Janković and the acclaimed Portuguese baritone singer Carlos Faria dos Reis, delighted the large audience and guests present.

This occasion was a perfect blend of art, culture, and diplomacy, showcasing the deep connections between Portugal and Serbia through the timeless legacy of Camões.

Belgrade Honours Russia Day with Ceremony

The Russian Embassy in Belgrade organised a formal reception on June 10th to mark Russia Day, hosted by H.E. Alexander Botsan-Kharchenko, Ambassador of Russia to Serbia.

Russia Day is a national holiday that has been celebrated since 1992 on June 12 in honour of the adoption of the Declaration on State Sovereignty of

the Russian Soviet Federative Socialist Republic.

The ceremony, which began with the singing of the national anthems of the two countries, was attended by the Prime Minister of Serbia, Đuro Macut, Speaker of the Parliament Ana Brnabić, ministers Ivica Dačić, Marko Đurić, Adrijana Mesarović, Bela Balint, Zoran Gajić, Jagoda Lazarević,

Dubravka Đedović Handanović, Bratislav Gašić and Nenad Popović.

Among the numerous guests were Patriarch Porfirije, President of the National Council for Coordination of Cooperation with Russia and China, Tomislav Nikolić, representatives of the diplomatic choir, and prominent artists from Russia and Serbia, who performed in the musical part.

12 JUNE 2025

Road to the Balkans: Tunisian Taste, Mediterranean

Atmosphere

The Embassy of Tunisia in Serbia hosted on Thursday, June 12th,2025, a special evening at Villa Jelena under the theme “Road to the Balkans: Tunisian Taste, Mediterranean Atmosphere”, celebrating Tunisia’s rich culinary heritage, handicrafts, and tourist destination.

A welcome speech was delivered by H.E. Imen Laajili Ammari, the Ambassador of Tunisia to Serbia, to greet the guests. Held in the presence of H.E. Mr. Damjan Jović, State

12 JUNE 2025

Secretary for Foreign Affairs, H.E. Mr. Nikola Stojanović, State Secretary for External and Internal Trade, and Vice-President of the National Assembly, Mr. Edin Đerlek, the event

Australian Wines Shine at Palace of Princess Ljubica

The Palace of Princess Ljubica hosted an elegant evening dedicated to Australian wines, organised by the Australian Embassy in Serbia. H.E. Peter Truswell, Ambassador of Australia to Serbia, led the event, showcasing some of the finest Australian wines now available in the Serbian market.

13 JUNE 2025

Among the selections was Plavi Perun, a distinguished Serbian-Australian wine that has enriched Serbia’s wine scene.

Guests enjoyed detailed insights from sommelier Marija Jevtic, who guided the tasting experience, highlighting the unique qualities of each wine. The ambience was further elevated by Professor Ljiljana Vukelja,

Discover Pakistan: A Cultural Journey Shines in Belgrade

The Embassy of Pakistan in Serbia hosted a captivating cultural event titled Discover Pakistan: A Cultural Journey, offering attendees an immersive experience into the country’s rich heritage and stunning landscapes.

The evening event was officially opened by H.E. Ali Haider Altaf, Pakistan’s

Ambassador to Serbia. The gathering featured breathtaking visuals of Pakistan’s natural wonders. Guests had the opportunity to explore the vibrance of Pakistani culture, further strengthening cultural ties between Pakistan and Serbia.

brought together, government representatives, members of Parliament, Ambassadors and diplomats accredited to Serbia, cultural, economic and media partners, and friends of Tunisia.

whose musical performance complemented the evening’s refined atmosphere.

The event was hosted in collaboration with the Museum of Belgrade, providing an elegant backdrop for diplomatic and cultural exchange, reaffirming Australia and Serbia’s shared appreciation for fine winemaking.

With a strong turnout and enthusiastic engagement, the event successfully showcased the beauty and diversity of Pakistan, leaving attendees with a newfound appreciation for the country’s traditions and history.

HOME ALONEPART 2

Dejan Vuk Stanković, minister of education, Europe Day, May 9th, Madlena Palace of Art

FUNNY GAMES

Pierre Cochard, French ambassador to Serbia and his spouse, “Symphony of the Alps”, April 25th, the National Museum

NO MATCHA LATTE, NO PARTY

Patriarch Porfirije and His Holiness Pope Tawadros II, Pope of Alexandria and Patriarch of the See of Saint Mark, “Bridges of Devotion”, May 6th, the Palace of Serbia

SOMOS POUCOS, MAS SOMOS BARULHENTOS

Ambassadors of Portugal, Brazil and Angola, the World Day of the Portuguese Language, May 7th, KC Grad

Ana Brnabić, speaker of Parliament and Emanuele Giaufret, Head of EU Delegation to the Republic of Serbia, Europe Day, May 9th, Madlena Palace of Art

Europe Day, May 9th, Madlena Palace of Art

MUDDY GRASS

THE FAMOUS DEEPAK CHOPRA IS COMING TO BELGRADE

A Life-changing Lecture

The world-renowned author, scientist, clinical professor, visionary, and pioneer of integrative medicine and personal development, Deepak Chopra, is coming to Belgrade to share his wisdom and inspiration with people from our region.

Dr. Deepak Chopra is the author of 95 books, translated into 43 languages and sold over 20 million copies. Time magazine included him in the list of “100 most influential people of the century”, confirming his profound influence on modern society.

Today, he not only inspires millions across the planet but is also actively shaping the future of personal development through his digital AI tool, DeepakChopra.ai.

His lecture entitled “An Awakened Life” is a rare opportunity to experience firsthand the transformative power of his teachings on inner peace and personal development.

The audience will be inspired to “find the place within themselves where nothing is impossible” and invited to unlock the full potential of their own lives.

This exceptional event will be held on Sunday, July 13, in the large hall of the Sava Center in Belgrade, organised by the Conscious R:evolution platform.

Deepak Chopra is a pioneer of integrative approaches to health and spirituality, known for his ability to blend ancient wisdom with modern science.

“The past is behind us, the future has not yet arrived, right now I am free and I choose joy”, “In the midst of movement and chaos, keep the silence within yourself”, “Healing is the return of the memory of wholeness”, are the famous quotes of Deepak Chopra that lead us closer to the realisation of a truly happy life.

At the lecture in Belgrade, Dr. Čopra will provide insights on cultivating awareness and practical strategies on how to experience deep change and healing.

The lecture “Awakened Life” will focus on exploring how the understanding of consciousness improves intuition, creativity, conscious decision-making, healing and activation of potential, what are the new goals towards which each of us can be directed in a time of universal fear, whether we are in the middle of a major paradigm shift in science, how artificial intelligence can be used for personal development and the creation of the future that each individual aspires to.

The event “Awakened Life” will be held on Sunday, July 13, from 5 p.m., and in addition to Deepak Chopra’s lecture, the program includes a panel session with regional leaders of personal development, as well as a concert of meditative music.

On the same day, it will also be possible to meet visionary Deepak Chopra in person during a unique and intimate ELEVATED EXPERIENCE Q&A session.

All participants of this session will have the opportunity to ask questions they have been looking for answers to for a long time, and Dr. Chopra will answer some of them in a special one-hour session. At the end of the meeting, a joint photo shoot with Dr. Chopra will be organized.

The Conscious R:evolution platform was created as a response and a call to the evolution of collective and individual consciousness in order to fundamentally change our view of the world and life.

The mission of the “R:Evolution of Consciousness” platform is to present individuals who transform the world around them with their knowledge, experience and enthusiasm.

To secure your place at the Awakened Life event with Deepak Chopra, you need to purchase a ticket at the official website (please scan QR code) The number of tickets is limited.

In addition to regular tickets for the lecture, 111 ELEVATED EXPERIENCE tickets are also on sale, which will give you an exclusive opportunity to participate in an intimate Q&A session with Deepak Chopra.

Reimagining Europe’s Role in a Fragmented World

From Tirana to the global stage: why Southeast Europe may hold the key to the continent’s investment revival and strategic renewal

RICHARD ATTIAS

Future Investment Initiative

Richard Attias, Executive Chairman of the Future Investment Initiative Institute – owned by one of the world’s most valuable sovereign funds, Saudi Arabia’s Public Investment Fund (PIF) – speaks exclusively to Diplomacy&Commerce about the summit that brought together global investors alongside French President Emmanuel Macron and Albanian Prime Minister Edi Rama.

“The Balkans are a region we need to take seriously. In the past few months, as I’ve visited several countries there, it has become clear to me that this small corner of Europe is emerging as a new winner when it comes to investment,” says Attias. “There is enormous talent here, and it’s crucial to create platforms that allow them to show what they’re capable of.”

Over 600 global investors, policymakers, and business leaders participated in the two-day summit, which focused on connecting European innovation with international capital. The event marked the first European edition of the FII Summit, expanding on what is already the world’s largest investment conference, held annually in Riyadh and regularly attracting top executives from the world’s biggest companies.

Spin-off editions of the summit are held worldwide each year. In Rio de Janeiro, the conference was opened by Brazilian President Lula, while in Miami, then newly elected President Donald Trump famously told attendees that the golden era of the United States was beginning.

The European edition of the summit, held in May this year in Tirana, came at a pivotal – and somewhat unusual

– geo-economic moment, shaped by disrupted trade flows, shifting global alliances, and the mounting urgency of the energy transition.

CEOs of major global corporations and investment funds

prospects across Europe and the urgent steps needed for the continent to move beyond its current geo-economic status quo and reestablish itself as a hub of innovation and capital.

TIRANA REPRESENTS A EUROPE THAT IS DYNAMIC, OPEN TO TRANSFORMATION, AND READY TO TAKE A PROACTIVE ROLE IN SHAPING GLOBAL PRIORITIES

– including Yasir Al-Rumayyan, Governor of Saudi Arabia’s PIF; former Italian Prime Minister Matteo Renzi; EMAAR founder Mohamed Alabbar; Sir Noel Quinn, until recently Group CEO of HSBC; and Jared Cohen from Goldman Sachs – gathered to discuss investment

What message is the FII Institute hoping to send by organising this summit in Tirana?

It’s essential to understand that FII is a global organisation. The conversation cannot be limited to Saudi Arabia, where we were born, or the United States, where we’ve

already hosted summits in New York and Miami – or even Asia. Europe, Africa and Latin America are part of our shared humanity, and if you want to have a meaningful impact on society, you need to be present everywhere.

The timing of the first European summit coincided with the EPC meeting, which brought together 47 European leaders in Tirana. “What we try to do,” he adds, “is to host conversations in the right place at the right time.”

The FII Institute is sending a clear and deliberate message: the future of Europe isn’t confined to its traditional centres. “We’re spotlighting Southeast Europe as a new frontier of opportunity – a gateway for investment, innovation and diplomacy,” Attias explains. “Tirana represents a Europe that is dynamic, open to

transformation, and ready to take a proactive role in shaping global priorities.

You’re surrounded by some of the world’s top business leaders. What’s the mood among them when it comes to investing in Europe?

Great question! (Attias smiles). Europe needs to speak more loudly about the glass being half full, rather than continually focusing on the idea that it’s half empty. There is a perception that Europe isn’t part of the global conversation. Meanwhile, the Global South is becoming more vocal, the US is highly active on the global stage, and Asia stands as one of the two superpowers alongside the US.

For Europe, it’s vital to demonstrate that it offers opportunities on a global scale, not just via individual countries, but as a continent. I’ve personally spent over 25 years of my life here, and I know Europe has so much to offer: creativity, innovation, and strength across many sectors – not just tourism.”

“Forgive me if I sound provocative, but we need to stop calling certain countries ‘beautiful museums’. Let’s showcase the creativity, innovation, and potential that exist across Europe. This is our oldest continent, and it still has so much to give. In both geoeconomic and geopolitical terms, Europe must be at the heart of the global dialogue.

What could be the tangible impact of bringing global capital into Europe?

I believe global capital can support what many European countries need most – the diversification of their economies. That brings in foreign investment, which creates jobs and fuels a virtuous cycle, turning a country into a brand. And when a country becomes a brand, it becomes attractive to investors.”

“Right now, the perception of many European countries is one of high taxes, heavy bureaucracy, and a business-unfriendly environment. That perception must change. Over the past two years, foreign investment in Europe has declined significantly, so European leaders must place a greater focus on creating business-friendly frameworks, not just through words, but through concrete action.

Can capital help bridge the divisions in today’s world,

WE NEED TO STOP CALLING CERTAIN COUNTRIES ‘BEAUTIFUL MUSEUMS’ AND SHOWCASE THE CREATIVITY, INNOVATION, AND POTENTIAL THAT EXIST ACROSS EUROPE

especially given recent global tensions?

Absolutely. When directed with a clear sense of purpose, capital can bridge divides, create opportunities, and foster collaboration where politics often falls short.”

The world we live in today needs more than dialogue – it requires real engagement and investment aligned with shared interests and mutual benefit. At FII Institute, we believe that responsible investment can be a unifying force, helping to build ecosystems of trust, innovation and resilience.

How do you see Europe shaping its role amid the shifts in US economic policy?

Europe today has both an opportunity and a responsibility to strengthen its strategic autonomy. As the United States leans towards protectionism and reshoring production, Europe must double down on its core strengths: innovation, sustainability and values-based governance.”

I hope this European summit will achieve something similar – that President Macron’s address to the global business community will send a clear signal that Europe is ready for positive change.

This summit, which featured both President Macron and Prime Minister Rama, marks a notable European awakening. While Miami signalled a strategic deepening of ties between Saudi Arabia and the United States, Tirana represents a re-engagement with Europe. The outcome we’re hoping for is a more precise roadmap showing how Europe can reposition itself within the new global order – by attracting fresh capital, strengthening crosscontinental alliances and taking a more assertive role in economic diplomacy. With leaders like Macron and Rama, this isn’t just a conversation – it’s a call to action.

I also hope international investors will begin to see Europe as a desirable place to invest. What they’re looking for is political stability, strong leadership, and opportunities that promise solid returns.

Why the Balkans?

By embracing green technologies, digital transformation and global partnerships, Europe can step into a leadership role – not by competing with the US, but by complementing it and collaborating within a new multipolar economic order.

In February, you organised the summit in Miami, opened by Donald Trump, marking a new chapter in Saudi–US relations. What do you expect from this summit with President Emmanuel Macron?

We are living in an era of partnership between the public and private sectors. President Trump didn’t choose FII Miami by chance – just a month after taking office, he wanted to address the global business community. We had over 1,500 CEOs in the room, and he spoke for nearly an hour and a half about what the US had to offer. It was a pivotal moment for establishing trust between the new US leadership and the international business community.

Personally, after spending several months here, I’ve come to see this small part of Europe as a leading contender in the new economy. Many of these countries remain under the radar – not much is said about them, and yet they are reservoirs of talent, especially in technology and artificial intelligence.

You mentioned the Balkans as potential new winners. Which sectors do you think will lead the way?

Healthcare, biotechnology and artificial intelligence – especially when it comes to application, not just the underlying tech. I believe we’ll see some unexpected companies emerging over the next five years, becoming the next Meta, Amazon or Tesla.

Think about it – ten years ago, many of today’s biggest companies didn’t even exist. Therefore, we need to remain open and prepare for the emergence of new winners we are not yet aware of.

For Europe, I would love to see some of those winners come from here. Others will undoubtedly come from Asia and, once again, from the US – but I also hope that Africa and Latin America get a seat at the table. That’s what a truly global world should look like.

Trump’s New Resource Diplomacy

A Global Gamble with Critical Minerals

As Donald Trump seeks to redefine American global leadership in his second presidential term, he is deploying a new diplomatic currency: critical minerals. In an era marked by digital competition, clean energy transitions, and rising geopolitical rivalries, Trump’s administration has clarified that whoever controls the world’s rare earths, lithium, cobalt, and graphite controls the future. But behind the headlines of billion-dollar deals lies a deeper story of transactional diplomacy, national security ambition, and fragile foreign partnerships.

In March 2025, President Trump signed an executive order aimed at scaling up domestic mineral production, slashing red tape for mining permits, and allocating billions through a new critical minerals fund

TRUMP’S FOREIGN POLICY TURNS CRITICAL MINERALS INTO DIPLOMATIC WEAPONS — SECURING CONTRACTS, NOT ALLIANCES.

housed under the U.S. International Development Finance Corporation. His administration presents this as a bold step toward reducing American reliance on China and other geopolitical competitors for key raw materials — materials essential for defence systems,

Photo: noamgalai

electric vehicles, and high-tech manufacturing. But while domestic mining is part of the strategy, it’s the international mineral grabs that signal the real shift in foreign policy.

One of the most visible — and controversial — moves has been in Ukraine, where the Trump administration is pushing for a deal to gain privileged access to the country’s vast mineral deposits, especially rare earths and titanium. The proposed arrangement — involving U.S. government support and private investment in exchange for mining rights — was initially met with hesitation by Kyiv, wary of losing control over strategic national assets during wartime. But as The New York Times reported, mounting pressure from Washington and the lure of capital infusion have brought the two sides back to the negotiating table. A Ukrainian delegation is expected in Washington to hammer out a revised framework.

Trump’s team frames this as a win-win: securing critical inputs for U.S. industry while boosting Ukraine’s war-ravaged economy. Critics, however, fear the deal risks reducing a sovereign ally to a resource provider at a moment of extreme vulnerability.

In the Democratic Republic of Congo (DRC), the Trump administration is pursuing what it describes as a transformative minerals-for-security pact. The U.S. would gain access to Congo’s coveted cobalt, copper, and gold reserves, while in exchange, it would help stabilise the conflict-ridden east through intelligence support, counterinsurgency collaboration, and infrastructure investments. Congolese President Félix Tshisekedi has signalled interest, hoping U.S. involvement could pressure Rwanda to pull back support for M23 rebels and end the cycle of cross-border destabilisation. But while the promise of American security assistance is appealing, scepticism is warranted. The DRC has long been a graveyard of international peacekeeping ambitions, and the U.S. has limited leverage over regional spoilers like Rwanda and Uganda. Trump’s approach raises the question: Can security be outsourced like supply chains? Or will the deal entrench another chapter of resource extraction without lasting peace?

Meanwhile, the mineral card is being played more defensively in Australia, a long-standing ally. As the U.S. tariffs escalate — with Trump imposing a 10% blanket import duty and higher rates on specific countries — Australia is exploring how its critical minerals reserves can be used as leverage to soften the blow. Talks are underway to secure exemptions by highlighting the importance of Australia’s lithium, rare earths, and nickel exports to U.S. defence and tech firms. This is diplomacy by resource calculus — a dynamic where even allies must negotiate their way around America’s new transactional trade framework.

IN THE NEW WORLD ORDER, IT’S NOT GLOBAL RULES THAT MATTER MOST, BUT WHO CONTROLS THE GROUND BENEATH OUR FEET.

Trump’s mineral diplomacy reflects a broader ideological shift: a belief that America’s geopolitical power lies not in multilateralism or soft power but in the hard assets of the earth and the deals made to control them. This worldview secures strategic advantage not through global institutions but through exclusive contracts, bilateral leverage, and a reassertion of economic nationalism.

But this approach comes with real risks. It may alienate allies, deepen North-South imbalances, and bind the U.S. to unstable regimes for short-term access. In places like the DRC or Ukraine, the power imbalance in these deals could leave behind resentment — or worse, renewed dependence. In the name of autonomy, the U.S. may inadvertently recreate the very global dependencies it seeks to escape.

As the world’s mineral map is redrawn, Trump’s strategy signals not just a shift in supply chains, but in the architecture of diplomacy itself. These deals are a warning for Balkan states and other small economies navigating between major powers: geoeconomics is no longer theoretical. It is policy. And in this new order, resources speak louder than rules.

Photo:

Spanish democratic transition

How Spain became a democracy without firing a single shot

We are living in turbulent times, where many would like nothing more than to press the Restart button—or simply forget everything that’s happening and carry on as if none of it ever occurred. The divisions within society (we won’t go into how they came about) are deep, and polarisation is dangerous. Do we have any reasonable path out of this situation and into something different? Some would say we don’t, insisting it’s because our “blood runs hot.” We’re not Czechs or Slovaks, they claim— there’s no way for things to end peacefully.

But that’s not true. If the peaceful separation of the Czechs and Slovaks seemed unusual in 1993, let us recall that Macedonia quietly and unobtrusively left the union with Serbia, Montenegro and Bosnia and Herzegovina.

THE GREATEST HERO OF THE TRANSITION WAS ADOLFO SUÁREZ—A MEMBER OF FRANCO’S NATIONAL MOVEMENT AND THE CORTES, DESPITE DISAGREEING WITH STATE POLICY—WHO SECRETLY DEVISED A PLAN FOR REFORMING THE COUNTRY TOGETHER WITH JUAN CARLOS.

Serbia and Montenegro parted ways through mutual agreement in 2006. And we’ve saved the most striking example for last—the transformation of a country known for its fiery temperament, the land of Carmen and the toreadors, and, if you like, the Inquisition in darker times. A country that remained under dictatorship until 1975. That country is Spain, which transitioned from a unitary dictatorship to an autonomous, almost federal monarchy. We won’t delve into the details—after all, even during Franco’s time, there were some positive developments, such as the country’s opening to tourism and investment. Spain remained at peace during the Second World War, and thousands of Jews and politically unwanted Europeans crossed the Pyrenees into Spain, with many continuing to Lisbon

Photo: Marco Gallo / Shutterstock

and the New World, as beautifully portrayed by Remarque in Night in Lisbon. We will focus on Spain’s democratic transition—an “art of consensus” in its own right.

WHAT COMES AFTER 39 YEARS OF ONE-PERSON RULE?

The most successful transition from dictatorship to democracy occurred in Spain between 1975 and 1978. When Francisco Franco, the dictator and caudillo of Spain, died on 20 November 1975, his 1969 decree was activated, naming Juan Carlos I as his successor “with the title of king.” On 22 November, the king was crowned before the Francoist government and the Cortes (Los Cortes Españoles), a pseudoparliamentary body of “organic democracy” composed of Francoists and military generals.

1976 Adolfo Suárez was appointed Prime Minister—a key figure in Spain’s transition and its greatest hero. Although a member of Franco’s National Movement and the Cortes, Suárez disagreed with state policy and, over time, began secretly planning with Juan Carlos how to change Spain after Franco’s death. He had been close to the future king even before the coronation.

Suárez’s government pushed through reforms in the Cortes, including amendments to the Penal Code and a new Law on Association, which permitted trade unions and public demonstrations (with police approval). It also introduced a draft Law on Political Association and a Law on Political Reform, paving the way for the legalisation of political parties. This meant that Franco’s system would have to be legally dismantled within the very institution that upheld it—the one-party Cortes filled with Franco loyalists. The Law on Political Reform included a clause banning the legalisation of parties with “international sponsors”—a veiled reference to the communists.

Suárez also faced serious challenges from ETA in the Basque Country, promising autonomy in exchange for de-escalation. At the same time, political parties advocating for protests and regime change on the streets posed problems of their own. Yet Suárez managed to calm the socialists, the communists, and the Catalan autonomists alike.

Throughout November 1976, government members worked to persuade the Francoists to vote for the reforms, and they succeeded. The changes were passed with 425 votes in favour, 59 against and 13 abstentions. Suárez immediately called a referendum on the reforms and secured a mandate with 77.72% of the popular vote. This gave him the legitimacy to call Spain’s first democratic elections, now that political parties were legal. For the first time, members of the Cortes would be elected directly, with a clear mandate: to draft the country’s first democratic constitution. The elections were scheduled for 15 July 1977.

But two new challenges now emerged: how to convince the anti-Francoist opposition to participate in the elections rather than try to overthrow the regime through street protests, and how to prevent the hardline Francoist generals—known as “the Bunker”—from staging a coup. Suárez first granted amnesty to 400 political prisoners, followed by a decree for

general political amnesty. In December 1976, the “Public Order Tribunal” (the secret police) was disbanded. The Law on Strikes, which legalised industrial action, was passed in March 1977. Remarkably, Suárez succeeded in pushing all these measures through the Francoist pseudo-parliament.

He then met with Felipe González, the leader of the Socialist Party. Meanwhile, the participation of the Communist Party had become a sticking point—it could not be legalised because many members of the Cortes opposed it. The Law on Political Parties had only passed because communists were, in theory, excluded from the elections. Most legalised parties were far from enthusiastic about participating in a democratic process that was still monitored by Francoist institutions. Suárez had to negotiate deeper to persuade the parties to join the elections.

His riskiest move was meeting with Santiago Carrillo, the leader of the banned Communist Party. Carrillo agreed to a “social pact” to stabilise Spain after the elections. Then, in April 1977, Suárez shocked the Cortes by proposing the legalisation of the

MODERN-DAY SPAIN IS A COUNTRY THAT SERVES AS AN EXAMPLE TO ALL—A CLEAR GUIDE FOR HOW TO BUILD TRANSITIONAL CONSENSUS OUT OF A DEAD END.

Communist Party. To manage the General Staff, he struck a deal with the liberal faction to replace the hardline Francoists in key military posts. The chief of police—an open Franco supporter—was dismissed. The agreement was explicit: the Army would tolerate neither anarchy, revolution, nor a return to dictatorship. The elections for the Cortes were held on 15 July 1977, and the Union of the Democratic Centre, led by Suárez himself, won with 35% of the vote. The Socialists, led by González,

came second with 29%, followed by the Communists with 9%, and the People’s Alliance with 8%. Basque and Catalan autonomist parties also entered parliament. All these parties were given a mandate to draft a new constitution.

On December 27, 1978, the new constitution was adopted: it was agreed that the country would become a "federal monarchy" and that the “historic nations” would have the right to provincial status—namely, Galicia, the Basque Country, and Catalonia. Other territories had to justify their claim to autonomous status. Aragon, León, Castile, Andalusia, Asturias and others submitted documentation showing they had once been kingdoms or principalities. Navarre chose not to join the Basque Country, despite having a majority Basque population, as it had once been a powerful kingdom. Despite having predominantly Catalanspeaking populations, Valencia decided to remain separate from Catalonia, as did the Balearic Islands. They did not wish to be associated with the separatism of Barcelona. In the end, 17 autonomous communities and two autonomous cities formed the federal state, each with varying degrees of autonomy, ranging from near-confederal arrangements to minimal self-government.

Suárez won the first elections held under the new constitution in 1979, forming the new Spanish Parliament (the name “Cortes” was officially abandoned). ETA, dissatisfied with the division of the Basque territories into the Basque Country and Navarre, launched a wave of brutal terror against the state between 1978 and 1980, alienating even many Basques in the process. In the next elections, held in 1982, the Socialist Felipe González emerged victorious. Seven years passed—from semi-fascism to semi-socialism—without a single shot fired or life lost, all within the bounds of the law. From a state in which Franco had banned even his native language (Galician, as he was from Galicia), along with all others, to a country where regional languages are now protected. It is a place where people argue over everything and express their views freely, yet do so peacefully. Today’s Spain stands as a model for all—a signpost for how to build a transitional consensus even from a dead end.

No One Is Tired

Thirteen days, over 1,300 kilometres, countless voices and one shared goal — to ride not only for visibility, but for justice, truth, and a country that listens

RADOVAN SERATLIĆ

Journalist, NovaS TV

Radovan Seratlić didn’t ride to be a hero — he rode to bear witness. As a journalist who believes the story lives where the action is, he followed a group of students cycling from Novi Sad to Strasbourg, covering every kilometre of their 13-day, 1,300-kilometre journey. In this interview, he shares what he saw, heard, and felt — from moments of exhaustion to sparks of defiance — and what this new generation is teaching us about truth, justice, and the power of presence. In a country where propaganda gets prime time and truth fights for air, the role of an honest journalist is no longer to report — it is to endure.

Cycling from Novi Sad to Strasbourg — a journey of over 1,300 kilometres — sounds like both a physical and emotional challenge. What motivated you to join the students, not merely as an outside reporter, but as a participant?

When I saw the announcement that students were setting off for Strasbourg by bike, I thought: I wouldn’t want this to be just a silent procession we watch on TV, with the sound muted. My idea was to make it possible to follow them every step of the way — to see how far they’d got, how they were doing, whether the police

were escorting them, and crucially, to hear them while they were riding. Only in motion are their emotions and impressions truly authentic. It’s one thing during the ride, another once you arrive, get off the bike and step into the crowd waiting to welcome you — and both moments matter. I’m glad that over the 13 days of cycling, we managed to capture nearly every kilometre.

How would you describe the atmosphere among the participants during the ride? What did you learn about this generation of young people and their views on justice, politics, and Europe? Organisation. When they’re left without a police escort in Hungary, when someone falls and gets injured, yet the group doesn’t pause for even a second because there’s someone assigned to deal with accidents and breakdowns, when they speak at the Council of Europe to explain in detail to the host (Deputy Secretary General Bjørn Berge) what life in Serbia has been like since 1 November... It’s all about the idea, followed by organisation and responsibility. That’s their system, and it’s no surprise their actions are both courageous and effective. It’s the same system they expect from their own country. I learned that nothing should be allowed to shift their focus, especially not the malicious, empty, and often vulgar attempts by those in power to do just that through constant spin.

EMOTIONS AND TRUTH SPEAK LOUDEST WHEN WE’RE IN MOTION

Photo: Nebojša Babić

Your live reports, delivered directly from the bike, became a symbol of the entire campaign. How difficult was it to balance the role of journalist and participant, and what was your greatest professional challenge?

The true symbol of the ride was the slogan and chant, “No one is tired.” Whenever fatigue hit, or the road went uphill, or morale dipped, the whole group would shout that phrase at the top of their lungs — or “Throw us a hill so we can climb it.” It’s more than just stubbornness; it’s defiance in the face of a challenge that needs to be overcome. A huge part of my involvement in the ride was devoted to reporting. I thought the least about the cycling itself, relying instead on the fact that I feel freest on a bike, that I’ve ridden one for as long as I can remember, that I’ve spent years crisscrossing the Vojvodina plains — and climbing the hills of northern Montenegro, my father’s homeland. After all, what are the Alps compared to Durmitor? :)

Has this campaign changed anything in your personal view of journalism — the limits of engagement, objectivity, or presence on the ground?

I’ve long believed that our current model of TV journalism is due for an overhaul. We’re stuck in a cycle of mass-produced news content — interpretations, opinions, Instagram posts that end up in prime-time bulletins, who said what and how someone else responded... A lot of wasted airtime is usually used to promote political figures. I’m convinced that news reporting doesn’t have to be dull or sluggish. Unfortunately, the circumstances we’ve been surrounded by in recent years rarely allow room for creativity.

Student protests and their demands — including the latest one: forming a student electoral list and calling on the opposition to support it — are growing louder. How do you view their articulation of a political voice? As something that deserves support, they know that they’ve awakened people and

A HAND ON THE SHOULDER MEANT MORE THAN STRENGTH — IT MEANT WE WEREN’T ALONE

become the group most trusted by citizens, but also that their demands haven’t been met. The fact that they insist on holding early parliamentary elections is a smart move, and the response proves it: the offer of snap elections is no longer thrown around freely — quite the opposite, there’s hesitation now, despite how readily it was offered before. It’s easy to win elections when the electorate is apathetic and the opposition is weak. Even when the electorate wasn’t passive, as after the tragedies in May 2023, there was a lack of the kind of structure and organisation the students now demonstrate. With them as participants or election monitors, rigging becomes much harder. I’m convinced they’ll run their campaign brilliantly. They know how to do what political parties usually pay large sums for: editing sharp campaign videos and, if needed, walking to places where the only image people see on their TV screens is the one that’s been tightly controlled.

How would you describe the state of the media in Serbia today? Is there room for professional, independent journalism — and what does it have to pay to survive?

– When I returned from Strasbourg, I was greeted by a remote control with a new channel order that resembled a minefield — it’s nearly impossible to avoid the traps of propaganda outlets. Tabloids are no longer confined to newsstands; now they’re on our screens. The deeper the social and political crisis, the greater the pressure on the media. Informer TV was launched in May 2023 — the same month nineteen people were killed in mass shootings. While Serbia was still reeling from the shock,

a new outlet was built, which later received a Belgrade frequency. In the most recent crisis, after the collapse of a canopy in Novi Sad, tabloid-style television channels have effectively gained national frequency status and are available through all major operators. For the first time, uncensored profanity is broadcast on daytime television, with no beeping — and no one to penalise it, as the regulatory body REM is absent. Still, it’s a misconception that viewers won’t seek the truth. The trust placed in N1 and Nova TV proves otherwise.

As a journalist, you’re often exposed to pressure and danger. How do you cope with the increasing attacks on journalists and freedom of speech?

The position of journalists is directly shaped by how the judiciary handles such attacks. Beyond that, officials insult journalists and brand them as enemies, not just of the government, but of the nation itself. In Serbia, journalists are protected by no one but their honourable commitment to the profession.

And finally, what would it be if you had to choose one moment from the journey to Strasbourg that will stay with you forever?

There were many, but I’ll single out one that replayed itself several times. When a cyclist struggles, especially on an uphill climb, it means a great deal when a fellow rider places a hand on their back and gives a gentle push. It requires minimal effort, but provides an incredible boost. That hand on the shoulder was there when we battled the wind on the road to Győr, when we climbed the foothills of the Alps — and figuratively, too. On the way to Ulm, I deeply conversed with Aleksa from Novi Sad and found myself in tears. He told me how much he missed his family and how he would give anything to be with them in their living room that night. I did my best to be there for him at that moment, and the next day, he told me it had meant a lot. And so, push by push, pedal by pedal, we made it to the finish line — and by now, all of Europe has heard about it.

Photo: NovaS TV Screenshot

Photo: Nebojša Babić

Where heritage thrives

Kalemegdan business centre creates a legacy for the future

At the foot of the Belgrade Fortress, where the spirit of the old town still lingers, stands the Kalemegdan Business Centre. Once a textile factory — abandoned and forgotten after the company shut down — the building has been carefully revitalised into a modern office facility that radiates elegance, functionality, and contemporary design. It is a place that preserves the character of another time while meeting the highest demands of today’s business world, offering many companies the ideal environment to pursue growth, success, and get inspired.

The history of this landmark structure stretches back to the early days of Belgrade’s industrial development. Built in 1931 as the “BEKO” textile factory, the building’s author remains unknown, yet its striking appearance tells the story of the monumental and purposeful architecture of the interwar industrial era. For decades, this imposing and massive structure embodied the industrial spirit of Belgrade’s past.

Years after it lost its original function, the building gradually succumbed to the ravages of time. A key turning point came in 2018, when Marera Properties led a comprehensive reconstruction

All photos: Marera Properties

project and redefined the structure’s purpose. The result is today’s Kalemegdan Business Centre—a modern Class A office complex spanning seven floors and covering a total area of 17,000 square meters.

To ensure the success of the revitalisation, it was essential to preserve the building’s original character and its historical and architectural value while also adapting it to the needs of the contemporary business community. The location itself posed a particular challenge—being in the immediate vicinity of the Belgrade Fortress required strict compliance with high cultural heritage protection standards. In addition, the building’s structural constraints presented a range of technical challenges. Despite these, the project succeeded in incorporating all modern infrastructure systems, including power sourced from renewable energy, significantly reducing the building’s carbon footprint.

The classicist elements of the façade were preserved to maintain harmony with the historic aesthetic of the Dorćol neighbourhood. Once an industrial hall, the interior has been reimagined into a space comprising private offices, coworking zones, and conference facilities — all executed to Class A standards. Stylistically striking and designed for maximum functionality, the space enables high productivity for the wide variety of businesses that now call it home.

One of the reconstruction’s standout features is the glass annexe—a light, respectful addition that honours the proportions of the original building. Stretching along the top of the structure is a spacious rooftop terrace offering sweeping views of the fortress, rivers, and riverbanks.

Despite the many challenges the building has faced over nearly a century, today the Kalemegdan Business Centre stands as a successful example of how historical industrial structures can be redefined and elevated in meaning for

both the business and local communities and the city’s heritage. Numerous respected companies from some of the most progressive industries have established themselves here, finding in Kalemegdan Business Centre a dynamic, inspiring work environment ideal for networking, collaboration, and growth. Moreover, the revived micro-location has become a driver of local economic development, supported daily by more than 1,500 employees working at one of the city’s most prestigious business addresses.

In just seven years of operation, Marera Properties has successfully revitalised 100,000 square meters of office space in central Belgrade. This achievement has positioned the company as a leader in brownfield office projects, actively contributing to the city’s urban renewal. Kalemegdan Business Centre is a key example of this strategy, showing how cultural heritage can be successfully integrated into a contemporary business context, shaping a new business culture for the city.

A Quiet Force Behind the Scenes

On how student spaces become cultural engines, and why creativity still needs a place to grow

DUBRAVKA TOMIĆ

Acting Director of the Students City Cultural Centre in Belgrade

Dubravka Tomić, Acting Director of the Students City Cultural Centre (DKSG) in Belgrade, discusses the Centre’s evolving mission, the cultural pulse of new generations, and the quiet power of spaces that nurture art and community.

Since its founding, DKSG has had a unique influence on students’ cultural lives. How do you perceive the significance of this institution today and its position on Belgrade’s cultural map? Cultural centres were established in both urban and rural areas after the Second World War. Unlike those centres, which typically fall under the remit of local governments, DKSG, along with four similar institutions, operates

under the Ministry of Education. This affiliation reflects our role in youth development, serving both an educational and a formative function.

cultivating their local cultural environments.

In addition to supporting young artists, we are also building audiences, allowing students to expe-

PERHAPS NOT AN EXCESS OF ANYTHING, BUT A BIT OF EVERYTHING

DKSG is part of the broader support framework for students at the University of Belgrade and the University of Arts in Belgrade. Our institution aims to support emerging authors and offer them a first platform to present their knowledge and creative work. Many of those who go on to shape the cultural landscape of Belgrade –and indeed Serbia – take their first steps here. I say Serbia because our students do not come solely from Belgrade; they often return to their hometowns and continue

change. This is a well-known part of growing up—a vital maturing process, without which no society can progress or develop.

We often hear claims that students are disinterested or detached, mainly due to the rapid technological developments of the past decade. However, we are witnessing how they have managed to use these digital environments to access information, learn, and create at a much faster pace.

I believe what truly fuels them is that speed—the immediacy of access and response—yet, like generations before them, they are fighting to be acknowledged, to have their voices heard and respected.

Student protests have a long and vital tradition in Serbia. How do you view today’s youth rebellion and DKSG as spaces for expression through art, dialogue, and action?

Youth rebellion is a recurring historical theme, not just in our country, but also worldwide. Demonstrations and revolutions have often given rise to new artistic directions and forms. One of the most well-known examples, familiar to a broader audience and relevant to our region too, occurred during the Vietnam War protests, when young people, then known as hippies, gathered in Central Park and, in response to police intervention, stripped naked in protest. The musical Hair by Ragni and Rado emerged from that act, which went on to tour the world and remains on stage, generating vast revenue. Perhaps we, too, will be the ones to create a similarly impactful work within the realm of amateur art, just as Hair began.

rience theatre, film or exhibitions, which for some may be their very first encounter with such content.

As someone leading a cultural institution primarily dedicated to students, how would you describe today’s generation? What fuels them, what do they fight for, and what moves them?

Like all those before it (and, I believe, those still to come), today’s generation of students strongly needs to channel youthful energy into expression and meaningful

It is natural to expect that artists will respond in their distinctive way to today’s protests, interpreting and expressing their views and experiences. Our region has had brilliant examples: one of the most endearing and enduring is Nušić, who captured the spirit of his time with wit and grace and whose work remains relevant without ever being offensive.

We will continue to approach our work without offence and remain open to dialogue among all student groups, embracing different perspectives on the protests. At the same time, our mission is not solely to reflect this theme— our primary role is to support the education of young people in the arts. That includes helping them understand the artistic responses to such events and the broader context in which they are created.

Gen Z is often described as digital, politically aware, and disillusioned. Do you observe any specific patterns in how young people today engage with culture, and what does that say about our society?

I believe all generations of young people are fundamentally similar, and every society is somewhat inadequate for its youth. Perhaps it is precisely this youthful rebellion and energy that propels society forward. Every generation can find countless examples of dissatisfaction among young people. What sets this generation apart is the influence of digitalisation and a greater sense of detachment from one another. Thanks to technological advances, cultural consumption has shifted towards digital media.

We must adapt to newer formats. Today’s audiences are quicker than just a decade ago and far more demanding regarding audiovisual content. They expect events to be faster-paced and more dynamic. Our society no longer allows for extended forms, yet at the same time, it is oversaturated with technology, which ultimately brings us back to the human element.

The modern individual has become a critic, unwilling to accept art for art’s sake. They want to understand it, and they expect it to be accessible. Today’s audience no longer conforms to elitist or conformist behaviours – attending events merely to be seen, without truly engaging with the work itself, is no longer the norm. The era of flaunting status or attire has passed. Contemporary audiences can access all content in digital formats and choose what to engage with based on their interests and needs.

Which programmes, collaborations or projects have you been particularly proud of since taking over the leadership of DKSG?

What I am most proud of is the trust placed in me to lead such an institution and the opportunity to work in a field I have studied and dedicated much of my life to. The Centre has signed a Protocol of Cooperation with the University of Belgrade and has opened its doors to all faculties. Numerous humanitarian initiatives have also been carried out.

I’m especially proud of Neil LaBute’s masterclass in February 2025, which brought together students from across the region.

IN THE END, WE RETURN TO THE HUMAN ELEMENT

I would also highlight the major project, They Live, initiated during my predecessor’s term and brought to life by the Fine Arts Department under Maida Gruden’s editorial guidance.

DKSG is known for its multidisciplinary approach, which includes film screenings, panel discussions, concerts, workshops, and exhibitions. How do you plan to further develop this concept?

This has largely been the model on which DKSG has operated over the past fifty years. I should also note that the institution features a library and reading rooms, which provide daily support to students in their studies and research. We will continue to develop within these areas while creating opportunities for other faculties to showcase their work. I am particularly referring to faculties engaged in multimedia, and we are proud to have established cooperation with the Secondary School of Graphics, which offers a programme in this field.

I also believe introducing a student editor role would be extremely valuable. In addition to gaining practical experience, students in this position could contribute to modernising the Centre’s work. For the older generation, the task is to act as mentors—to use our professional experience to support and guide young people.

We are located within the Studentski grad complex and organise several workshops for students. I plan to place a greater focus on amateur theatre and student music groups to enrich student life within the complex further.

How challenging is it to balance artistic ambition, institutional responsibility, and financial limitations without losing sight of the institution’s mission?

Our primary mission is to promote student work and the outcomes of their academic pursuits, thereby nurturing artistic ambition throughout their studies. Our institution is funded by the Ministry of Education, which provides an invaluable foundation for the long-term sustainability of an organisation like ours. This support enables us to offer faculty members space free of charge and to organise programmes and workshops for students.

Nearly all of our activities are free of charge, which, of course, limits the scope for implementing large-scale projects. It is certainly a challenge to maintain a 5,000-square-metre facility in a way that keeps it safe and comfortable for everyday use while also finding resources for entertainment programmes aimed at young people and the local New Belgrade community—and

perhaps even for publishing the occasional book.

Still, despite how difficult it may sound, I strive to be a good host, in the spirit of our tradition – perhaps not having an excess of anything, but managing to offer a bit of everything.

What would it be like if you had to choose one moment, encounter, or event at DKSG that best captured why you did this job?

The most meaningful moments are those in which you are there to support students in their work and education. Perhaps the most valuable aspect is that, beyond our regular programming, DKSG also hosts classes for students from Kosovska Mitrovica. During those times, the spaces are alive with new challenges – the hallways become scenes of creation and growth. You’re ready to offer them even your office if they need a space to rehearse.

There is a unique joy in providing two of the three essential elements of theatre: a place for something to happen and a loyal audience. The rest—developing their art and pushing creative boundaries—is up to them.

And then, at the end of the day, you leave the office tired, your mind full of contracts and invoices. But as you walk down the stairs, you hear music drifting from the dressing rooms – a young musician rehearsing for a concert. Students wave to you from the Bistro garden during their break. And just like that, you’re already looking forward to returning tomorrow.

Miodrag Kostić Endowment – Palace of Science Wins the National Award “Đorđe Vajfert”

MK Group and the Palace of Science project have been awarded the prestigious “Đorđe Vajfert” Award for 2024, which the Serbian Chamber of Commerce has been awarding for the tenth time. This project secured first place.

Miodrag Kostić, founder of MK Group, was one of the most successful entrepreneurs in the region and a visionary businessman who will be remembered for his unwavering belief in the power of knowledge that pushes boundaries. Through the Palace of Science, he sent a message to young people that knowledge is the greatest value that no one can take away from them. With the goal of promoting and popularizing science, the Miodrag Kostić Endowment and the Palace of Science were established, opening their doors to the public at the end of last year in the center of Belgrade.

“We are pleased that the imprtance of establishing the Miodrag Kostić Endowment – Palace of Science has been recognized. By creating a space that celebrates the power of the human mind and inspires curiosity and passion for knowledge, Miodrag Kostić, like the great benefactors in Serbian history, has left a lasting legacy for the peoples of this region. Thanks to the largest individual and philanthropic donation of 25 million euros, the Palace of Science is the first center for research and popularization of science in Serbia and the largest of its kind in the region. We have provided young scientists and researchers with the opportunity to work in top conditions in their own country and to become leaders of Serbia’s technological progress,” said Aleksandra Stojanović, director of the Palace of Science project and director of corporate affairs at MK Group.

The “Đorđe Vajfert” National Award, which the Serbian Chamber of Commerce has been awarding since 2007, is the highest recognition for socially responsible business in Serbia. The award bears the name in honor of Đorđe Vajfert, one of the most significant industrialists, humanists, and governors in

Serbian history. It is intended for companies that contribute to sustainable development, the advancement of the community, and ethical business practices. This award confirms the companies’ dedication to social responsibility and their long-term positive impact on the economy and society as a whole.

MK Group – Đorđe Vajfert Award

The Miodrag Kostić Endowment – Palace of Science

Aleksandra Stojanović, Project Director of the Miodrag Kostić Endowment

Photo: Marko Todorović

Photo: Novak Šepel

Photo: Jakov Simović

The Final Chapter

In the span of just a few weeks, Serbia lost three towering cultural figures: Arsenije Jovanović, Mirjana Miočinović, and Filip David—lifelong friends and companions of Danilo Kiš, the celebrated Yugoslav writer and intellectual. Their passing marks more than coincidence; it feels like the closing chapter of an era. One could imagine a literary mystery dedicated to them—not to uncover a crime, but to reconstruct a vanished world, a country that no longer exists, and a better past whose demise was long ago prophesied by Kiš’s premature death.

Moreover, considering Arsenije’s eternally boyish character—something of a local Tom Sawyer—his ship’s log, a kind of nautical biography, met a symbolic counterpart in the destruction of the Sava Bridge, beneath which he grew up. That arc of steel, all that remained of the bridge, may well have marked the final, perfect moment for his departure.

Yet Jovanović remains notable also as the penultimate and most renowned Serb of Rovinj—a man who elevated that Istrian town, alongside Belgrade’s Dorćol and Vračar, into a symbolic quarter of Yugoslav urban mythology and popular culture. The last of his generation still living is his

contemporary, the celebrated ex-Yugoslav writer and current Berlin resident, Bora Ćosić. In his elegiac essay PeacefulDaysin Rovinj, Ćosić writes: “Arsenije has sat at this table for decades, yet I’ve never quite been able to define him—something always slips away, something is still missing.”

A bundle of answers lies in Jovanović’s memoir, the so-called Dishevelled Biography. Impossible to summarise, it is, in essence, the chronicle of an analogue era— somewhere between Melville’s Moby-Dick and Kerouac’s On the Road—a world we can only admire and envy. As a boy, he journeyed upriver in a makeshift boat, tagging along with tugboats to Sisak, and then paddled down the Sava back to Belgrade. In the next chapter of his life, he sailed the Danube, across the Black Sea and Mediterranean, until he reached Rovinj, where he dropped anchor for good.

In a famous 1990s interview with Slavko Ćuruvija, Jovanović remarked that the controversial SANU Memorandum had been written in the Batana tavern in Rovinj. Although he taught at the Faculty of Dramatic Arts in Belgrade, he left the institution in the early 1990s. From his theatrical beginnings in Zadar and Šibenik, and later at the National Theatre in Belgrade, he became

one of the most respected directors at the Yugoslav Drama Theatre (JDP), particularly in collaboration with Boro Mijač. Their adaptations of Dobrica Ćosić’s works—The Battle of Kolubara and The Valjevo Hospital—would come to represent patriotic zeal, only to eventually deconstruct it.

This was also the era of Jovanović’s life in New York, where he lived at the legendary Chelsea Hotel alongside eccentric Russian artists, Dragan Babić, Liv Ullmann, and the ever-present Danilo Kiš.

From that decade of creative expansion emerged his outstanding television work—intimate dramas and two-part legal series. It took another half-century and Christopher Nolan’s global spotlight on Robert Oppenheimer for RTS to remember that Jovanović had already made a docudrama about the physicist in 1970, starring Branko Pleša. He would go on to produce similar works: Lee Harvey Oswald, The TrialofFlaubert,TheSarajevo Assassination,TheBurningof the Reichstag, and Why Did Alija Alijagić Fire the Shot?

For anyone exploring Serbia’s political history and cultural anthropology, two of his dramas are essential: The67thAssemblyof thePrincipalityofSerbia (1977) and The First Serbian Railway

ARSENIJE ARSA JOVANOVIĆ (1932 - 2025)

(1979), both dissecting the themes of state support for culture (e.g., the National Theatre) and corruption (e.g., the bankruptcy of a French investor).

Though a visionary and pioneer, Jovanović spent the 1980s making the documentary series Time of Frescoes. That spiritual exploration would eventually turn him toward a new medium— ambient sound as a form of cinematic composition. From water gurgling and waves crashing, to birdsong, animal calls, the rhythm of cities, church bells and traffic—his edited soundscapes would ultimately find their way into the audio palette of Hans Zimmer, in Terrence Malick’s Oscar-winning The Thin Red Line.

In the 1990s, Jovanović became both friend and mentor to the celebrated American director. It was also the decade in which he fought to preserve his own home in Rovinj—so it wouldn’t share the fate of Radomir Konstantinović’s house. Rovinj became a kind of intellectual exile, sheltering Mirko Kovač, Bora Ćosić, and Jovanović himself. Together, they maintained their moral and intellectual integrity in this liminal space, reached by train and bus via Budapest, Vienna and Trieste, as war consumed Yugoslavia and its final drama unfolded on the Serbian-Croatian front.

Photo:

Zdravko Pečar: Witness to a Revolution

The First Yugoslav Reporter of the Algerian Revolution

Organised by the Museum of African Art in Belgrade, the exhibition

“Zdravko Pečar: The First YugoslavReporteroftheAlgerian Revolution” was formally opened at the National People’s Assembly of the People’s Democratic Republic of Algeria, marking a new chapter in the history of relations between Serbia and Algeria.

This event, of exceptional cultural and political significance, was held at the invitation of the President of the Algerian Parliament, Brahim Boughali, with the support of the Embassy of the Republic of Serbia in Algeria and Ambassador Ana Petković. The delegation from the Museum of African Art in Algeria, led by Director Dr Marija Aleksić and curators Emilia Epstein and Milica Josimov, presented to the Algerian public the story of Zdravko Pečar—one of the most

“IT IS A TRIBUTE TO THE SOLIDARITY BORN OUT OF STRUGGLE, A CELEBRATION OF THOSE WHO CHOSE RESISTANCE OVER SILENCE.” –ANA PETKOVIĆ

important mediators between African and Yugoslav peoples in the 20th century.

President of the National People’s Assembly, Brahim Boughali, thanked the Museum of African Art for its long-standing support of African nations and their struggle against colonial rule, especially in Algeria. He emphasised the importance of the exhibition dedicated to Zdravko Pečar, a journalist who, as the first Yugoslav reporter, documented key moments of the Algerian Revolution and conveyed the suffering of the Algerian people to the world through both pen and camera. Boughali recalled that Yugoslavia was the first European country to recognise Algeria’s independence and provided it with political, financial and humanitarian support. He also highlighted the crucial role of Yugoslav media in shedding light on French

Marija Aleksić and the President of the Algerian Parliament, Brahim Boughali

All photos:

Nadži Hamadu

colonial crimes. He underlined that the relationship between Algeria and Serbia is not merely diplomatic, but built on a shared struggle and destiny. He concluded by thanking the friends of the Algerian Revolution, emphasising that preserving this historical legacy is a collective responsibility that requires ongoing efforts in documentation and cultural cooperation further to strengthen the bonds of friendship between our two nations.

Serbian Ambassador to Algeria, Ana Petković, emphasised that the exhibition stands as a moving testament to the enduring bonds forged in the pursuit of independence, justice, and human dignity. “It is a tribute to the solidarity born out of struggle, a celebration of those who chose resistance over silence. Through joint efforts, we have sought to tell the story of a friendship founded on the principles established by those who fought for freedom, justice, and equality. We owe them our deepest gratitude. May this exhibition serve as a powerful reminder of the shared values that unite us and as an inspiration to further strengthen the ties between Serbia and Algeria, and between our two peoples.”

Dr Marija Aleksić expressed her gratitude to the President of the Algerian Parliament and the Serbian Ambassador for their exceptional support in organising the Museum of African Art’s first exhibition in Algeria. She stated: “Former Yugoslavia offered invaluable support to Algeria in

“THE MATERIALS PRESERVED IN OUR MUSEUM ARE AN INVALUABLE TESTAMENT TO THE SHARED HISTORY OF ALGERIA AND YUGOSLAVIA.” – DR MARIJA ALEKSIĆ

its struggle for independence, and many of our citizens, such as cameraman Stevan Labudović and the founders of the Museum of African Art, Zdravko Pečar and Veda Zagorac, actively participated in that struggle. The materials preserved in our museum, including photographs, documents, and writings by Pečar and

Veda Zagorac, are an invaluable testament to the shared history of Algeria and Yugoslavia and are of great importance for further understanding and research on the subject.”

Dr Aleksić presented the President of the Parliament with a vinyl record issued in Yugoslavia in 1961, featuring a rare audio

recording of Algerian patriotic songs—including Kassaman, the future national anthem of independent Algeria—as well as a commemorative postage stamp prepared in honour of the 70th anniversary of Algeria’s independence struggle. The stamp was a joint initiative by the Museum of African Art, the Association of Friends of Algeria, Filmske Novosti, Adligat, and the Embassy of Algeria in Serbia.

The exhibition “Zdravko Pečar: TheFirstYugoslavReporterof the Algerian Revolution” centres on the life and work of Zdravko Pečar—a Yugoslav journalist, historian, diplomat, revolutionary, and founder of the Museum of African Art (MAU). Through a rich collection of archival materials, photographs, printed documents and his library, visitors are offered insight into the complex character of Zdravko Pečar, his engagement in the anti-colonial struggle, and his significant contribution to the cultural and political relations between Yugoslavia and African nations. Pečar’s legacy resonates to this day—not only through the numerous articles and books he published, but also through the enduring impact of the institution he established. For decades, the Museum of African Art has served as a unique platform for dialogue on Africa and the Middle East in this part of Europe.

The exhibition presented by the Museum of African Art in Algeria is based on “ZdravkoPečar:(Auto) portraits”, originally held at MAU in 2024 to mark the thirtieth anniversary of his passing.

President of the Algerian Parliament, Brahim Boughali, and Serbian Ambassador Ana Petković

Diplomacy & Commerce National Park Fruška Gora Tour

A Walk Through the Natural Beauty and Cultural Sights of Fruška Gora and Srem

In cooperation with the Fruška Gora National Park, “Diplomacy & Commerce” magazine organised a oneday visit to the natural, cultural, historical, gastronomic and wine sights of Srem.

After Apatin (2021), Kikinda (2021), Jagodina (2023), Zlatibor (2023) and Vrnjačka Banja (2024), the magazine “Diplomacy & Commerce” in cooperation with the Fruška Gora National Park organised a tour for diplomats on May 29, during which they got to know the natural, cultural, historical, gastronomic and wine sights of Srem.

The program began in Tito’s villa in the hunting grounds of Vorovo, not far from Šid, where the diplomats were welcomed by Jelena Višekruna, the director of NP Fruška Gora and her advisor Branislav Žeželj, with her colleagues, as well as the director

A WALK THROUGH BEAUTY, HISTORY AND HARMONY

of Color Press Group Robert Čoban, with his colleagues Žikica Milošević and Dragan Vučević. After a rich “Srem breakfast”, the guests had the opportunity to hear details about the Fruška Gora National Park as well as the damage caused to the forests by the storms during the summer of 2023. After that, the guests walked through the forest and met four European bison who arrived in this hunting ground in 2022.

The visit continued in Šida, where the guests visited the Sava Šumanović Memorial House, where this famous Serbian painter was born. After that, they also visited the local archaeological

collection “Gradina na Bosut”, where they were joined by the President of the Municipality of Šid, Zoran Semenović.

Lunch was organised at the Hotel “Dve kule” in the village of Bačinci, not far from Šid. The village is renowned for its harmonious coexistence of Serbs and Ruthenians, as well as its two churches: the Serbian Orthodox and the Ruthenian Greek Catholic. In addition to local specialities at the “Dve kule” hotel, guests also tried top wines produced by the “Dve kule” winery. At the end of the visit, the guests visited the nearby 12th-century Privina Glava monastery, which is also the

westernmost of the 16 Fruška Gora monasteries.

The following representatives of the diplomatic corps from Belgrade participated in the visit: Jaidys Julieta Briceno, Ambassador of Venezuela, Anne Lugon-Moulin, Ambassador of Switzerland, Jan Bondi, Ambassador of the Czech Republic, Aleksandar Vranješ, Ambassador of Bosnia and Herzegovina, Dragan Trivan, Honorary Consul of Tunisia, Yousef S. M. Aboshala, Advisor to the Ambassador of Libya, Dominika Krois, Permanent Coordinator of UNOB (Representative of the UN Secretary General), Mayadah Abdullah Yaseen, Ambassador of Iraq, Mohrah Ali Obaid Alobaid Aldhanhani, deputy ambassador of the UAE and Deyana Kostadinova, director of UNICEF in Serbia.

Where Tradition Still Tastes Right

Visit to Valjevo Brewery and the restaurant “Kod Bore”

As part of their tour of last year’s laureates, jury members for the “Taste Awards”—a national award for quality in the field of food—visited Valjevo on Wednesday, 14 June. This city is home to not one but two recipients of this prestigious recognition from 2024.

The first stop on the visit was Valjevo Brewery, whose “Valjevsko 0.33 unfiltered beer” won in the “industrial beers” category. Siniša Krzman, director of Valjevo Brewery, introduced the guests to the factory’s rich and turbulent history and guided them to the production facilities. Valjevo Brewery was founded back in 1860 by local merchant Dimitrije Mitrović. The company was originally established as a craft workshop for producing wooden barrels and handmade goods. It expanded and developed thanks to investment from other merchants as partners. Continuous growth led to its transformation into a jointstock company in 1891. A turning point came in 1910 with introducing a steam engine, marking the start of industrial beer production. The brewery operated as a joint-stock company until World War II. After 1945, it became state-owned and later functioned as a socially owned enterprise. Following several ownership changes, the Belgrade-based Brauerei Group became the owner of Valjevo Brewery in 2019. At the end of the visit, guests could taste freshly unpasteurised beer straight from the production line.

Not far from the brewery, in the same Birčaninova Street in Valjevo, is the restaurant “Kod Bore”, winner of the 2024 “Taste Awards” in the “national cuisine restaurant” category. This tavern has been around for fifty years and has maintained the same simple concept: high-quality, always fresh meat prepared properly. Such consistent quality is not always a given in Serbian hospitality. The fact that the tavern is now run by the

TRUE QUALITY STANDS THE TEST OF TIME—WHETHER BREWED, GRILLED, OR PASSED DOWN THROUGH GENERATIONS

third generation of the same family speaks volumes. Grandpa Bora, father Raša, and now son Marko—who welcomed the guests—have all followed the same business approach without introducing unnecessary changes. They know what they do best and stick to it.

The “Živa pljeskavica”, the “Lawyer’s pljeskavica”, and the homemade sausage are just a few of the specialities you shouldn’t miss when visiting this restaurant.

The pioneers of social responsibility

A Decade of Commitment to Social Responsibility

Color Media Events, in cooperation with the Serbian Chamber of Commerce, organised the tenth anniversary edition of the CSR Serbia 2025 conference on corporate social responsibility.

The conference was held on May 20, 2025, at the Serbian Chamber of Commerce in Belgrade. The event brings together representatives from companies, institutions, the civil sector and the media to exchange experiences and promote best practices in corporate social responsibility.

This year’s conference focuses on key issues, including the protection of human and minority rights, environmental preservation, business ethics, social inclusion, cultural investment, and employee development.

Speakers and panellists include representatives of leading companies, international organisations, and relevant institutions that are contributing to developing a sustainable and responsible business environment in Serbia.

At the conference’s opening, Siniša Mitrović from the Serbian Chamber of Commerce highlighted: “Corporate social responsibility is nothing new – it is a way of thinking in which giving becomes a natural part of doing business. We promote these values through the ‘Đorđe Vajfert’ award, but genuine CSR development requires a whole ecosystem, including tax incentives for companies that invest

in their communities. Reduced fiscal burdens must back donations and social support.”

Among the keynote speakers who opened the CSR Serbia 2025 conference was the Minister of Public Administration and Local Self-Government, Snežana Paunović, who stated: “It is an honour to open this important conference on corporate social responsibility on behalf of the ministry. We are working to

strengthen the capacities of local self-governments so they can actively contribute to social development. CSR is a lasting obligation for all of us, and at its core, it must be the worker – there is no responsible business without respect for workers’ rights. Companies that care for their employees and their communities deserve recognition and tax incentives as both encouragement and example to others.”

Brankica Janković, Commissioner for the Protection of Equality, welcomed participants and guests, stating: “Everynewplatformfor discussing the connection between people, profit and the planet is welcome. Corporate social responsibility includes all these components,butsocietymustcomefirst.Although wehavealong-standingtraditionofresponsible business dating back to the socialist era, weoftenforgetthatwearenotreinventingthe wheel – we are simply building on what we alreadyknow.CSRbenefitseveryone–both companies and communities – but it must begroundedinrespectforhumanrights. Unfortunately,discriminationinthelabour marketstillexists,asevidencedbytheworkof the institution I lead. However, an increasing numberofcompaniesarerecognisingequality asthefoundationofahealthyandsuccessful working environment.”

The Swedish Ambassador to Serbia, H.E. Charlotte Samelin, shared her country’s examples: “For Sweden, sustainable and responsible business is not just a policy framework — it is part of our national identity. We believe economic success must go hand in hand with social justice, environmental protection, and respect for human rights. Regulation is not a burden for us — it is a catalyst. It creates a level playing field, drives innovation, and makes sustainability the norm rather than the exception. Corporate social responsibility is a shared responsibility of governments, businesses, and civil society — we can only build a more just and sustainable society.”

She was followed by Dejana Kostadinova, UNICEF Representative in Serbia, who said: “The world our children inherit is changing rapidly — climate change, conflict, and growing inequalities are reshaping childhood, but we still have the opportunity to steer this transformation in a positive direction. UNICEF sees the private sector as a key partner in this mission. Companies shape children’s environment through employment policies, community support, and the conditions they provide for families. Together with businesses in Serbia, we are strengthening national systems so every child can access healthcare, education, and protection.

Family-friendly policies are not just socially responsible — they are the foundation of sustainable growth. That’s why we must measure success not only through profit, but through the well-being of children and the strength of our communities.”

Following the opening addresses, the conference continued with panel discussions.

CSR AND FAMILY-FRIENDLY POLICIES: INVESTING IN EMPLOYEES, GAINING AS A COMPANY

The discussion focused on practices that support a better work-life balance, emphasising gender equality, parental support, and employee empowerment through inclusive policies.

Svetlana Budimčević moderated the panel on behalf of the Employers’ Union of Serbia. Speakers included the Austrian Ambassador to Serbia, Christian Ebner; Minister without Portfolio for Gender Equality, Tatjana Macura; Head of the UNFPA Office in Serbia, Borka Jeremić; and Vladimir Lalošević, Director of CNT and President of the Vojvodina Employers’ Union.

The panel examined how socially responsible companies can benefit in the long term by investing in their employees and promoting values that support family life.

RESPONSIBILITY IN PRACTICE: HOW LEADERS SHAPE A SUSTAINABLE FUTURE

The second panel focused on practical examples of responsible business conduct.

Participants discussed the role of leadership in shaping strategies that address today’s social and environmental challenges, as well as ways in which companies can take an active role in building a sustainable future.

Nada Filipović from ElevenEs moderated the panel, which included contributions from Sonja Konakov Svirčević of Erste Bank, Bojana Knežević of Air Serbia, a representative of the Serbian Chamber of Commerce, and Nataša Manojlović of MaxBet.

Speakers shared their experiences on responsible leadership, internal sustainability policies, and the private sector’s role in supporting community development.

SOCIAL RESPONSIBILITY IN CANCER PREVENTION: THE IMPORTANCE OF HPV IMMUNISATION

The “1-on-1” session, “Social Responsibility in Cancer Prevention: The Importance of HPV Immunisation,” focused on the role of corporate responsibility in promoting public health, particularly through the prevention of cancer via HPV vaccination. The discussion highlighted the importance of education, the involvement of healthcare institutions, and corporate support for public health campaigns.

Prof. Dr. Ana Banko, specialist in microbiology and parasitology and subspecialist in virology at the Institute of Microbiology and Immunology, Faculty of Medicine, University of Belgrade, spoke. Mia Medaković Topalović, founder and editor of the e-magazine Refresh Your Life, moderated the session.

The session underlined the importance of alliances between science, the public sector, and socially responsible companies in the fight against preventable cancers.

The conference was institutionally supported by the United Nations Population Fund in Serbia, UNICEF Serbia, and the Serbian Chamber of Commerce. Additionally, the Association of Parents, HPV, Erste Bank, MaxBet, and Carlsberg Serbia contributed to its success.

Shared Responsibility in Cancer Prevention

How can collective action help eliminate a preventable cancer?

PROF. DR ANA BANKO

Virologist from the Faculty of Medicine, University of Belgrade

At a time when healthy habits, such as nutrition, physical activity, and sleep, are increasingly part of our everyday conversations, we often overlook medically proven preventive measures that can save lives. One of the clearest examples is the prevention of cervical cancer, a rare form of cancer that can almost entirely be avoided through regular screening and immunisation against the human papillomavirus (HPV).

In a conversation led by Refresh Your Life e-magazine editor Mia Medaković Topalović, virologist Prof. Dr Ana Banko from the Faculty of Medicine, University of Belgrade, discussed the reasons behind Serbia’s low HPV vaccination rate, the challenges of raising awareness, and the crucial role companies can play in this public health effort.

This discussion took place as part of a panel at the CSR Serbia 2025 conference, organised by Color Media Events.

FROM PREVENTIVE THEORY TO REAL-WORLD IMPACT

While many developed countries are making significant progress in eliminating cervical cancer, Serbia still lags behind the global targets set by the World Health

“THE BIGGEST OBSTACLE ISN’T RESISTANCE — IT’S LACK OF AWARENESS.” — DR ANA BANKO

Organisation: 90% HPV vaccination coverage, 70% cervical screening coverage, and 90% access to treatment for diagnosed women. In Serbia, however, only 8% of girls and boys aged 9 to 19 have received the vaccine, despite it being free and widely available for over two years. Screening coverage is also low, at around 30%.

“The vaccination programme started strong, but mostly among

THE ROLE OF COMPANIES IN CHANGING THE NARRATIVE

Although sexually transmitted infections and cancer prevention can be seen as sensitive topics, the workplace can serve as a powerful platform for education.

“Take the flu vaccine, for example—many companies already recognise it as a valuable tool. During flu season, up to 70% of staff may be absent. That’s a tangible business impact,” says Dr Banko. “The HPV vaccine might not bring immediate benefits, but its long-term effects are equally important. Workplace education should be tailored to the employee profile, and should leave space for followup questions and confidential consultations.”

She emphasises that the most effective education campaigns are direct, clear, and provide employees with a trusted point of contact for additional information, especially in the days or weeks after initial exposure to the topic, when they’re ready to make a decision.

HEALTH AS A PERSONAL AND COLLECTIVE VALUE

people who had personal experience with the disease—women who were treated, mothers who had lost daughters, fathers who had buried wives. These were people who understood the stakes,” explains Dr Banko. “What we found is that the biggest obstacle isn’t resistance—it’s lack of awareness. Most people don’t know enough about what the vaccine does or prevents.” In some European countries vaccination has been included in the national health insurance package, making it more acdessible and reinforcing its importance as a preventive measure.

“As a healthcare professional, I may be biased—but this is a matter of life,” says Dr Banko. “And anything that concerns life also concerns the company. When employees are healthy, there’s more motivation, more presence, and ultimately, more trust. Companies that engage with these issues are not just demonstrating responsibility; they are doing something significant for the people who work for them.”

Although the current numbers are sobering, the potential is excellent. With accurate information, accessible communication, and collaboration among parents, schools, healthcare providers, and employers, we can make real progress in preventing one of the most widespread—and most preventable—diseases of our time.

Mia Medaković Topalović

H.E. Charlotte Sammelin

SHARED FUTURES IN FOCUS

Sweden and Serbia strengthen cooperation through innovation, sustainability, and cultural exchange

In one of her ﬁrst interviews since assuming her post in Serbia, H.E. Charlotte Sammelin, Sweden’s Ambassador to Serbia, shares insights at a time when bilateral ties between the two countries are thriving. With growing business cooperation and vibrant cultural exchange, her words shed light on a partnership marked by mutual respect, shared values, and forward-looking initiatives.

How would you assess the current state of bilateral relations between Sweden and Serbia, and in which areas do you see the greatest potential for further development?

I am pleased to highlight the positive and steadily developing relationship between our two countries. Sweden has been a long-standing partner of Serbia, supporting its reform efforts and development priorities for over two decades.

Since 2000, Sweden has provided over 300 million euros in development assistance to Serbia. This support has focused on areas such as democratic governance, human rights, gender equality, environmental protection, and Serbia’s alignment with EU standards. In 2024 alone, Sweden contributed

approximately 13.2 million euros, making us one of Serbia’s largest bilateral donors, particularly in the environment and climate sectors.

Our economic ties are also growing. Trade between Sweden and Serbia has increased steadily, and today, approximately 200 Swedish and SwedishSerbian companies operate in Serbia, employing nearly 10,000 people. These include well-known names such as IKEA, Tetra Pak, Securitas, Ericsson, SKF, Volvo Group and H&M. Their presence reflects a strong interest in Serbia’s market and contributes to local economic development.

SINCE

2000, SWEDEN HAS PROVIDED OVER 300 MILLION EUROS IN

DEVELOPMENT ASSISTANCE TO SERBIA

We also value the contribution of the Serbian diaspora in Sweden, which numbers over 130,000 people. This community plays a vital role in connecting our societies and enriching both cultures.

Looking ahead, we see continued potential for cooperation in areas such as sustainable development,

H.E. CHARLOTTE SAMMELIN Ambassador of Sweden to Serbia

innovation, and regional collaboration. Sweden is committed to working with Serbia in these ﬁelds, building on our shared interests and long-standing partnership.

Sweden has consistently supported EU enlargement. In what ways is your country currently supporting Serbia’s path to EU membership, and what key steps remain for Serbia to take?

The latest poll in Sweden shows ﬁrm support for expanding the EU. Depending on the candidate country, the support for Swedish citizens ranges from 70% to 91%. My government emphasises the importance of a merit-based approach. Candidate countries must implement the necessary reforms, particularly in fundamental values, which are at the core of EU membership. This is true for all candidate countries.

In Serbia’s case, it is our view that there has been an overall lack of reforms, particularly in the area of fundamental reforms. Occasionally, you will hear about the process being not merit-based and purely political; we don´t subscribe to that notion.

Regarding our support to assist Serbia on its path to joining the EU, Sweden assists civil society and state institutions in carrying out the necessary reforms. We have achieved excellent results in certain areas, including environmental sustainability and progress in gender equality. We believe that it is a signiﬁcant contribution to the development of Serbian institutions and democracy.

Green development is a key priority in Sweden’s foreign policy. How would you evaluate the cooperation between Sweden and Serbia in environmental protection and climate change mitigation?

Sweden and Serbia have a productive and long-standing cooperation around environmental protection and climate mitigation. Our various projects support the Ministry of Environmental Protection in their reforms to meet the requirements of Chapter 27 in the EU acquis, with a particular focus on reducing industrial pollution and protecting the natural environment. As a partner and donor to the EU 4 Green Agenda in Serbia project, implemented by the UNDP, we are actively supporting Serbia in addressing all ﬁve pillars of the Green Agenda, from decarbonisation to circular economy and from reducing pollution to nature protection.

One notable example of support related to climate mitigation, announced on World International Biodiversity Day this year, is the USD 600,000 that Sweden is providing to public enterprises and civil society organisations selected through a public call to implement seven innovative solutions to protect, revitalise, and conserve wetlands in nine protected areas in Serbia. The implementation of these creative solutions, utilising nature-based approaches, will help restore the natural balance in wetland ecosystems, preserve biodiversity, improve water quality, and mitigate the adverse effects of

NEGOTIATIONS TOWARDS EU MEMBERSHIP ARE NOT JUST A TICK-THE-BOX EXERCISE. IT IS A TRANSFORMATIVE PROCESS FOR SOCIETY

climate change, such as droughts, floods, and the spread of invasive species in wetlands across Serbia.

Sustainable development and digital transformation are among Sweden’s key priorities. What joint projects or initiatives currently exist with Serbia in these areas?

That’s right! Sweden is contributing to the digital transition that is underway in Serbia through our development cooperation projects. Digital tools and technology are being used in development work to ensure that everyone can participate, feel safe, and have their rights respected. By using digital solutions, we support sustainable progress in all areas of development. Let me give you two notable examples:

Firstly, through NALED, Sweden has supported improvements in the transparency and efﬁciency of the Serbian public procurement system by

WE’RE TRULY ENCOURAGED BY THE INTEREST MANY YOUNG PEOPLE IN SERBIA SHOW IN SWEDISH VALUES AND LIFESTYLE

promoting digital solutions like the e-Portal for Public Procurement, the Registry of Bidders, and the e-Learning platform. Another successful example of Sweden’s contribution to digital transformation is the longstanding support provided to the Republic Geodetic Authority. These efforts have contributed to the modernisation of Serbia’s public procurement system, making it more efﬁcient, transparent, and accessible to both local and international participants.

Secondly, Sweden’s support to the Republic Geodetic Authority, in partnership with its Swedish counterpart, “Lantmäteriet”, enables the development and piloting of the national spatial and urban planning information system, called ePlan. The project contributes to the implementation of the overall eSpace reform by reforming and digitising spatial and urban planning, including the legal regimes for land use, as one of the key public domains for sustainable development in Serbia.

We are witnessing an increase in international cooperation in science and technology as a response to global challenges. Are there plans to strengthen collaboration between Swedish and Serbian institutions in research and innovation?

Sweden places high importance on international cooperation in science and innovation, especially in addressing shared global challenges. Strengthening ties between Swedish and Serbian institutions is a priority, particularly in areas such as green technologies, digital transformation, and sustainable development.

Serbia’s participation in EU programs, such as Horizon Europe, has facilitated fruitful partnerships with Swedish institutions in ﬁelds like information and communication technology (ICT) and energy. Programs like the Swedish Research Links have also supported joint research and academic exchange.

A notable example is the collaboration between the Science and Technology Park in Novi Sad and Chalmers University of Technology in Gothenburg, which focuses on innovation, entrepreneurship, and applied research. Additionally, universities such as the University of Belgrade and the KTH Royal Institute of Technology have active partnerships, and many Serbian researchers are engaged in Swedish institutions, particularly in the ﬁelds of environmental sciences, biomedicine, and engineering.

These collaborations not only advance research but also foster long-term institutional relationships and knowledge exchange. We are committed to supporting and expanding such initiatives in the years ahead.

From Sweden’s perspective, how do you view the current political situation in Serbia, especially in light of developments concerning democratic processes and the rule of law?

The tragic accident in Novi Sad last November and the subsequent student protests sparked a broad engagement across Serbia. It sparked a crucial discussion about the future of Serbian society. I have noticed that the students’ demands regarding the functioning of Serbian institutions are aligned with the EU integration process. The question now is what the wider repercussions will be on society and politics. At the core lies a decision about which path Serbia should take.

From our side, we ﬁrmly believe that Serbia´s place is in the EU. The EU and Serbia have historic and strong economic relationship and close cooperation between our businesses. Serbian students enjoy participation in extensive academic exchange programs. Moreover, the Serbian diaspora contributes to deepening the relationship.

The momentum for EU accession must be used. However, negotiations towards EU membership are not just a tick-the-box exercise. It is a transformative process for society, and the path to get there requires not only enacting new laws. The entire society needs to participate in this process.

A more inclusive, less polarised process would be to the beneﬁt of the Serbian society. My government is concerned about the space for civil society and independent media to work. The pressure on different vital actors in civil society and academia conflicts with the overarching purpose of EU membership.

Swedish values and lifestyle inspire many young people in Serbia. Is the Embassy planning any new cultural or educational programs to deepen the connection between our citizens, particularly the youth? We’re truly encouraged by the interest many young people in Serbia show in Swedish values and lifestyle. Strengthening these connections—especially with youth—is a priority for the Embassy, and we’re actively engaged in cultural and educational initiatives to support that.

One inspiring example is the growing number of Serbian students studying the Swedish language and culture at the University of Belgrade. Their enthusiasm reflects a genuine curiosity about Sweden and a desire to build bridges between our societies.

We continue to promote Swedish literature. Sweden recently participated in the inaugural Thriller Fest in Belgrade, featuring authors Arne Dahl and Malin Stehn. Later this month, Sara Stridsberg will join the Krokodil Literature Festival, and in October, Sweden will present contemporary literature at the Belgrade Book Fair.

Youth engagement is further supported through initiatives like the Young Courage Award, which celebrates young people who show moral courage in their communities. Serbia has a winner again this year—one of ten globally—who will be honoured on Raoul Wallenberg Day in Stockholm this August.

Through these efforts, we aim to foster dialogue and shared values, grounded in the belief that all people are equally valuable and entitled to the same rights—a principle at the heart of Swedish society.

As a country known for its strong culture of dialogue and equality, how is Sweden promoting inclusiveness, gender equality, and civil society development through its projects in Serbia?

As a country that deeply values equality, dialogue, and inclusion, we are proud to support these principles through our work in Serbia, especially in partnership with local communities and civil society.

Through our development cooperation, we’re working closely with Serbian institutions and organisations to promote gender equality, empower youth, and strengthen democratic participation. For example, we’ve supported the development of Serbia’s Gender Equality Law and continue to work with municipalities to help make equality a reality in everyday life.

We’re also proud to support civil society organisations that give voice to citizens, promote transparency, and defend human rights. One project that’s especially close to our hearts is the Young Courage Award, which celebrates young people who show moral courage in their communities—something we believe is more critical than ever.

Beyond policies and programs, we also value the importance of fostering meaningful exchanges—whether through literature, education, or shared experiences—that help strengthen understanding and connection between people.

These are not just Swedish priorities—they are universal ones. We’re honoured to work alongside our Serbian partners to bring their vision to life.

SWEDEN’S NATIONAL DAY

CELEBRATED WITH ELEGANCE

IN BELGRADE

The National Day of Sweden was marked in Belgrade on 5th June 2025, with a formal reception at the White Palace, organised by the Swedish Embassy in Serbia.

Sweden’s national day, also known as Flag Day, is celebrated annually on June 6. The national day is celebrated in honour of the day when Gustav Vasa was elected king of Sweden in 1523.

The guests were welcomed with a speech by H.E. Charlotte Sammelin, which emphasised that Serbia and Sweden, together, are part of a larger European family and that the values and interests of our peoples are reflected and represented in the EU. Among the guests were members of the diplomatic corps, ofﬁcials of the Serbian government and other friends and partners of the embassy.

DARKNESS BENEATH THE ORDINARY

A look into the quiet fears, cold landscapes, and the psychological depths that shape Scandinavian thrillers today

MALIN STEHN Swedish writer

ORDINARY

PEOPLE ACT IN DESPAIR — THAT’S THE STORY

Swedish author Malin Stehn, known for her psychologically layered thrillers rooted in everyday anxieties, spoke to her Serbian colleague and fellow crime writer Lazar Jovanović on the occasion of her participation at Belgrade Thrillerfest. In their conversation, she reflects on the thin line between reality and ﬁction, the global pull of Scandinavian noir, and why ordinary people in extraordinary situations remain at the heart of her storytelling.

To what extent is your fiction rooted in real events or people? At what point does reality give way to imagination in your novels? Usually, my ideas for my thrillers come from my own worries. I realise that I worry a lot, and I’ve always been a worrier. So I use my worries and then my imagination. Often, I combine my own worries with maybe something that I see in the newspaper. For Happy New Year, for example, the idea came when I was at a New Year’s party. And my daughter, it was her first time celebrating without me. And I was worried, and I started to think what could happen. And so thoughts were spinning. The first book was about, you could say, one theme in Happy New Year. Which is parents not really taking care of their kids. Or maybe they try, but they don’t always succeed. And for my second novel, I wanted to switch. So it’s about a parent loving her child too much, maybe. I know you can’t love your child too much, but she has set all her hopes on one of her kids. And expectations, and when something happens to this kid and his soccer career. She is devastated, and she blames his friend. And there is a break-up between two families, and so on. And I was a soccer mom, so it’s a bit of my own thoughts. But of course, I switched them up a bit. I hope I wasn’t that much over the top. So it’s a mix of reality and imagination.

Do you follow a particular writing routine, and how do you go about structuring the novel? Are you more of a meticulous planner, or do you prefer to let the story take its own course?

I usually know the start and the end, sort of. Not in detail, but sort of. Because I realise that if I don’t know the ending, it is often that you go out and write stuff that you need to edit hard. So if you have a plan forward, it’s easier. You have to edit anyway, but I like to have a rough plan for my writing. But most of the story and new details come during writing.

How do you explain the global appeal of Scandinavian thrillers? What sets them apart from others in the genre?

I think maybe the fact that they are not just entertainment. That we often describe society in an open and critical way. We ﬁnd things in society, to, I mean, it can be social issues or environmental issues. Well, many things in society that you can go into and dig into. I think maybe that’s why. And maybe it’s also because we have this natural melancholy. It’s a bit, maybe it’s the weather or the long, dark winters, I don’t know. Anyways, the stories get us all. Yeah, yeah.

With so many established voices in the ﬁeld, how diﬃcult is it to carve out your own space in the Scandinavian noir genre? It’s hard. I believe that 423 crime novels were published in Sweden alone last year. So it’s hard to be heard in all this noise. But I think,

ABOUT THE INTERVIEW AUTHOR LAZAR JOVANOVIĆ

Lazar Jovanović is a Serbian writer and police inspector, born in 1992 in Kraljevo. He is the author of the novels Šifra Rajs and Gavranov paradoks, known for blending his professional experience in law enforcement with literary craft. His works explore mysteries that connect the past and the present, often illuminated through the lens of historical enigmas and political intrigue.

A master of words and dedicated to writing in its broadest form, Jovanović has also made his mark in journalism – for Diplomacy&Commerce magazine, he conducted exclusive interviews with Swedish thriller authors Arne Dahl and Malin Stehn, on the occasion of their visit to Belgrade for the ﬁrst Belgrade Thrillerfest, held with the support of the Embassy of Sweden.

I WORRY A LOT — AND THEN I IMAGINE

from the beginning, I didn’t think much about that. I have just written the story I wanted to write. And it was a story about ordinary people ﬁnding themselves in extraordinary situations and acting in despair, and what happens. So it’s more character-based. I didn’t want to write about superheroes or policemen who can do anything. I wanted to write about ordinary people. No, no, no.

When we spoke about writing about real people and real events, do you think that when you write about something real and from reality, does it represent more of a challenge, or does it make it easier for the writer to write about something they know about?

For me, it’s easier. I mean, then I think it’s... I mean, even though you write about a person who is working with rocket science, or if he’s a teacher, we are still human beings and we act alike, I think. As I write extensively about human psychology and how we act and react, I think that’s not necessarily difﬁcult.

The only thing is that I need to do research about rocket science. Yes, not about people so much. But I think as I write about human beings and their relations, well, and that’s what’s interesting to me.

So, well, I think it’s... I wouldn’t... No, I don’t know. What was the question? It was if... If writing about real events is more of a challenge, or is it... Because, of course, nothing of what I write about has happened in real life. I mean, it is my imagination, but, of course, it’s a bit from real life. But it’s not true crime, it’s ﬁction.

No, of course, of course. More relating to people, for example, if you’re making a character that is someone you know, do you feel responsible towards making this person exactly as this person is in real life?

Yeah, I never write about people I know. Never, actually. I take bits and pieces of different people. And sometimes, of course, I can have one person in mind from the beginning, but then in the end it becomes a new person, the person in my book. So, no, I would never write about people I know.

SECRETS OF THE NORTHERN FILES

Uncovering hidden patterns in a world where ﬁction meets reality

ARNE DAHL Swedish writer Arne Dahl and Lazar Jovanović

by Lazar Jovanović

THERE ARE SNAKES ALSO IN THIS SO-CALLED PARADISE

Swedish crime fiction author Arne Dahl visited Belgrade as a guest of the first Belgrade Thrillerfest, held with the support of the Embassy of Sweden. In this exclusive interview for Diplomacy&Commerce, conducted by Serbian writer and police inspector Lazar Jovanović, Dahl reflects on the evolution of Scandinavian thrillers, the fine line between reality and imagination, and the emotional cost of parting with beloved characters.

To what extent is your ﬁction rooted in real events or people? At what point does reality give way to imagination in your novels?

Yeah, it’s a good question, because I try to always have the ﬁrst flashes of inspiration from reality, from something grounding the story, because I know it’s going to be a little bit unrealistic, because nothing can be realistic, really, in this thriller world. It’s an imaginative, fairytale-like storytelling. Still, you base it in reality, and you make it as credible and as believable as possible.

So, I usually look at what’s happening in the world or Sweden, or whatever, and try to turn it into an exciting story. It’s based on, in reality, being more than just entertainment, which is the main thing, after all, but also perhaps to awaken some thoughts.

Do you follow a particular writing routine, and how do you go about structuring a novel? Are you a meticulous planner, or do you prefer to let the story take its course?

There are more people involved, more storylines, more threads, and more themes. Then you have to plan it pretty hard. Still, there’s always room for freedom. There’s always room for creative writing, so to speak. I’m never worried that I over-plan things, because I know it’s going to be free. But it’s a way to start a story.

I know where it’s going, I know... And then the road to where it’s going could change along the way. In this Serbian-translated series about Bergen and Bloom, it’s a bit less thoroughly planned than earlier books. So, I focus on a few twists and turns, you know. Little surprises, you may say, along the way, where everything is turned upside down. I have four or ﬁve of those, and then I move between them. And at the same time, increase tension and excitement along the way.

How do you explain the global appeal of Scandinavian thrillers? What sets them apart from others in the genre?

The explanation is perhaps that nobody believed that there would be Swedish or Scandinavian crime ﬁction, because the idea is that we’re such a peaceful part of the world and a little bit isolated up there with the icebergs. But we have our problems as well, and maybe that’s kind of part of the interest, that there are snakes also in this socalled paradise up there. And that could be an explanation.

We have had the big American tradition, which is more along the hard-boiled kind of writing, and the English, which is more of the mystery-solving things, basically. And then we haven’t had so much more. So when the Nordic noir came, it was a bit of a surprise, I think.

And it started in the 60s, really, but it never became big. Later, we had Henning Mankell in the 90s, not very big either. I don’t think you know him, for example. But then there was a bigger wave,

EVERYTHING

GETS TURNED UPSIDE DOWN ALONG THE WAY

and I was part of the ﬁrst... I made my debut in 1998 as a crime ﬁction director. So I’ve been doing it for a while, and it was interesting to see how it exploded from there. And now it’s too much, simply.

I heard you in the Slavic-Balkan region, Serbia, Croatia, etc., where there are about 30 books of thriller crime ﬁction published a year. And in Sweden it’s 500. It’s absurd.

Connecting to that, with so many established voices in the field, how difficult is it to carve out your own space in Scandinavian crime fiction?

I suppose I was lucky in the timing a little bit, because there were not so many who had their niches, that’s all. So there was a place for me, I don’t know, maybe I’m a little bit more literary than most thriller writers, so I come from writing other kinds of serious literature. So it’s with me all the time that it has to be a good one, I have to write this well, I have to have some kind of deep thought somewhere at least.

And I suppose that was my small niche in the world of thrillers, and it’s been like that since then. Now, especially in Sweden, with this inflation, super inflation, it’s very difﬁcult to be young and ﬁnd a job, which is interesting. If you can pass through this eye of the needle, then you probably are a good writer.

But I think the Swedish and Scandinavian crime ﬁction boom is over; it’s peaked. It’s going down perhaps, but now it’s more about individual writers and not about the concept of Scandinavian crime ﬁction.

To end with this question concerning your... You’ve published the last sequel of the Berger and Bloom series. How emotionally attached do you become to your characters? And is it difﬁcult to part with them now that the series is over?

In the beginning, I thought about the one called, I think, it’s called Pustos or something, the first one. Yeah, the first one. It was supposed to be a standalone. I thought it’s time for me to not write in a series, but a standalone. And then I sort of fell in love with both of these characters and their peculiarities. And I thought, now the story isn’t finished yet. I’ll make it a trilogy, so now it’s going to be three books. And then after three books, there are a couple of books more in there. And in the end, as the story is told now, they have sort of landed in a reasonably good place. It was a kind of natural ending to it. There was some kind of happy ending after all. The story needs to end somewhere. So I thought, five books, that’s probably what this story is. It’s a five-book thing.

SWEDEN – THE LAND OF BALANCE AND QUIET ELEGANCE

Design, Nature, and Heritage in the IKEA STOCKHOLM 2025 Collection

In a world where speed and overcrowding have become the norm, Sweden reminds us of the values of simplicity, silence, and balance.

This Nordic country, known for its rich nature, inclusivity, and functional mindset, has inspired the world for decades.

In Sweden, nature and humanity exist in harmony. Summers are spent on the archipelago islands, while winters cherish the warmth of home. In a country where access to nature is legally guaranteed – through the principle of allemansrätten – people are devoted to deep sense of simplicity, sustainability and connection to the environment.

Out of these very values, Swedish design has evolved. And that’s why it’s not just about aesthetics – it’s a philosophy of life.

SCANDINAVIAN DESIGN: MORE THAN JUST BEAUTIFUL FURNITURE

Lagom – not too much, not too little – is at the core of Scandinavian aesthetics. Swedish design combines functionality with beauty, practicality with a sense of warmth. It is discreet, unobtrusive, yet profoundly present in everyday life.

This kind of design IKEA tries to bring into homes worldwide. The story of this brand started over 80 years ago, in the small Swedish town of Älmhult, where the IKEA museum still stands, where global campaigns are created, and new products are developed and tested. The founder, Ingvar Kamprad, was known for his simple ways of life – traveling economy class, driving an old Volvo, and believing in the power of modesty.

Kamprad used to say: “Design should not be a luxury.” And this idea of “good design for everyone” has shaped IKEA’s philosophy and the way we think about our own homes. Building on this belief, IKEA has spent decades successfully democratizing design – making it accessible, functional, sustainable, and high-quality.

THE STOCKHOLM COLLECTION: 40 YEARS OF QUIET ELEGANCE

Marking the 40th anniversary of its iconic STOCKHOLM collection, IKEA has unveiled its newest and largest edition yet. STOCKHOLM 2025 features 96 carefully crafted pieces, from sofas and rugs to ceramic tableware. It epitomizes the Swedish way of life: gentle with nature, thoughtful, yet warm and cozy.

CRAFTSMANSHIP, NATURE, AND EMOTION

Every detail of the collection reflects respect for craftsmanship and natural materials – solid wood, rattan, ceramics, and wool. Traditional techniques and hand-ﬁnishing have resulted in durable and beautiful design pieces that stand the test of time and age with grace. Shapes and textures echo Swedish landscapes: islands, forests, silences. The tones are restrained yet rich – ranging from the fresh greens of spring to the muted grays of winter light. Motifs and patterns on certain items reflect the changing seasons in Sweden.

This harmonious vision was brought to life by three Swedish designers –Ola Wihlborg, Nike Karlsson, and Paulin Machado – who joined forces to create a collection in which all elements harmoniously complement each other yet can also stand out on their own.

MORE THAN INTERIORS: A SPACE FOR SMALL RITUALS

In Sweden, the concept of ﬁka – a pause for coffee and conversation, a moment for connection and rest – is cherished. STOCKHOLM 2025 is made to create spaces where we can nurture ourselves and those we love. Whether it’s enjoying a quiet cup of tea by the window or sharing a moment with family after dinner, these pieces don’t dominate the room – they gently enhance it. Sense of calm and warmth is embodied in the collection’s sofas, designed to invite relaxation. Ola Wihlborg’s modular sofa is available in four colors, while another model, made of solid pine wood and natural ﬁbers, designed by Nike Karlsson, adds a touch of natural elegance. Complementing these are hand-blown glass vases, porcelain tableware, chandeliers inspired by retro aesthetics, and linen fabrics – all of which bring the character of craftsmanship into the home. Each item reflects a commitment to quality and authenticity contributing to the harmony of the space.

NATURAL SIMPLICITY AND SUSTAINABILITY

Sweden has long embraced sustainability as a fundamental value. It is an everyday practice – from recycling and cycling to energy-efﬁcient homes and laws protecting nature – everything is aligned with harmony with the environment. In a society that believes in shared responsibility for preserving natural resources, design is created to endure.

That is why STOCKHOLM 2025 places special emphasis on longevity and quality. The high-quality materials chosen for the collection are those that grow more beautiful with age.

These values are reflected not only in IKEA’s products, but also in the way the company operates – through a business model rooted in circularity, renewable energy, and responsible sourcing.

DESIGN WITH A PURPOSE

The STOCKHOLM 2025 collection invites us to reflect on what we truly seek in our spaces. As Karin Gustavsson, who led the creative team behind this collection at IKEA of Sweden, put it: “We worked to create a collection where every piece tells its own story.” And that story, much like Sweden itself, is simple – yet lingers with quiet strength.

Ultimately, STOCKHOLM 2025 captures the essence of IKEA’s vision: to create a better everyday life for the many people – not just through furniture, but through spaces that support who we are and how we live.

FROM TARA TO OBEDSKA BARA

Sweden backs wetland preservation efforts across Serbia

Thanks to Sweden’s ﬁnancial support totalling 600,000 USD, public enterprises and civil society organisations in Serbia will implement seven innovative solutions to protect, revitalise and conserve wetland habitats in designated protected areas. These initiatives were selected through a public call launched in June last year by the United Nations Development Programme (UNDP), as part of the “EU for the Green Agenda in Serbia” initiative.

The implementation of these innovations will help restore ecological balance in wetland ecosystems, safeguard biodiversity, improve water quality, and mitigate the adverse effects of climate change, such as droughts, floods, and the spread of invasive species, across Serbia’s wetlands.

Sweden’s support for wetland protection in Serbia is crucial for preserving biodiversity, mitigating climate change, and promoting sustainable development. This partnership reflects our strong commitment to protecting these valuable ecosystems for the beneﬁt of citizens today and for generations to come,” said Charlotte Samelin, Swedish Ambassador to Serbia.

“The key challenge in preserving wetlands, both globally and in Serbia, is balancing development with nature protection. That is why, as the minister responsible, I consider it essential to invest in innovations and initiatives such as those supported by this project—they signiﬁcantly contribute to that goal,” said Sara Pavkov, Minister of Environmental Protection.

Antoine Avignon, Programme Manager for Environment and Climate Change at the Delegation of the European Union to Serbia, highlighted the importance of Serbia aligning with the EU Nature Restoration Law, a cornerstone of the European Green Deal and the EU Biodiversity Strategy for 2030. Despite their importance, most wetlands remain degraded due to historical neglect, fragmented public policies and ongoing pressure. These seven solutions will help restore and safeguard Serbia’s wetlands and the vital services they provide,” Avignon said.

Žarko Petrović, Team Leader for Resilient Development at UNDP, emphasised the additional value of the supported solutions: “These nature-based innovations not only protect biodiversity and strengthen local resilience to climate change, but also provide opportunities for education and recreation— deepening the connection between people and their natural surroundings.”

Among the selected projects is the restoration of peatlands in Tara National Park using an innovative “fog catcher” device to support the water regime vital for the survival of an endangered moss species. In the Zasavica Special Nature Reserve (SNR), drones will be deployed to monitor and remove invasive vegetation. In the SNR Kraljevac, interventions along a watercourse will reconnect fragmented wetlands and protect the critically endangered mudminnow (Umbra krameri).

WETLAND PROTECTION PLAYS A KEY ROLE IN PRESERVING BIODIVERSITY, MITIGATING CLIMATE CHANGE, AND SECURING A SUSTAINABLE FUTURE FOR ALL

These innovative solutions are being implemented with Sweden’s ﬁnancial support through the initiative “Protecting and Investing in Biodiversity and Water for Climate Resilience,” which forms part of the broader “EU for the Green Agenda in Serbia” project. The project is led by UNDP, in partnership with the Ministry of Environmental Protection, and with the technical and ﬁnancial support of the European Union, Sweden and the European Investment Bank (EIB), alongside additional funding provided by the governments of Sweden, Switzerland, and Serbia.

Kovilj Wetland

Photo: Shutterstock

FIKA – THE SWEDISH ART OF THE PAUSE

The deepest joys are often found in the simplest things, such as a shared cup of coffee and a moment of presence

In the hectic rhythm of modern life, where efficiency is often valued more than human connection, the Swedes have gifted the world a simple yet quietly revolutionary concept – fika. At first glance, it seems like nothing more than a coffee break, but fika is, in fact, a deeply rooted social and cultural practice —a way of thinking, even a form of everyday meditation. In Sweden, fika is not a luxury – it is a necessity.

The word “fika” comes from a playful inversion of the syllables in theSwedishwordforcoffee(kaffe), and it has long since outgrown its linguistic origins. Fika is a ritual observed daily – often several times a day – and involves coffee, pastries (most commonly cinnamon buns – kanelbullar), but above all: presence, dialogue, and pause. In offices across Sweden, fika breaks are encouraged because they are known not to reduce productivity, but to foster collaboration, creativity, and emotional well-being.

Unlike in many other cultures, where coffee is gulped down standing, phone in hand, between meetings or emails, ﬁka is an act of

A WARM INVITATION TO PAUSE, CONNECT, AND SAVOUR LIFE – ONE CUP AT A TIME

slowing down. It’s a time when colleagues gather to share thoughts, when friends meet without a speciﬁc reason, when families pause to be together. And most importantly, it is a moment free of guilt, without the sense that “something else is waiting.” During ﬁka, the most important thing is already happening – human closeness.

Fika also has a subtle but important social impact. It flattens hierarchies, softens lines between boss and intern, young and old, host and guest. Everyone sits at the same table, with the same coffee, for the same reason – to be together.

In a world increasingly losing touch with the natural rhythm of life, ﬁka teaches us how to regain it. It requires nothing complicated –just a little time, something sweet, a warm cup, and the willingness to be present. And perhaps in that very simplicity lies the reason ﬁka inspires people far beyond Sweden’s borders. Because today, there is hardly anything more radical than choosing to stop – and to be there, for one another truly.

At the heart of every fika, of course, is coffee. Swedes rank among the top coffee consumers in the world, but what’s interesting is how they drink it: usually black and strong, but not bitter – a brew known as bryggkaffe, similar to classic filter coffee. It’s poured from thermoses, placed on the table beside cakes, and refilled again and again into small cups, unhurriedly.

There’s not much espresso here, no milk foam or flavoured syrups. Swedes prefer simplicity – coffee is a reliable companion, not a fashion statement. It’s a drink that accompanies conversation, not interrupts it. And while some may add a dash of milk or sugar, the essence remains the same: coffee is there to connect us, to anchor us in the moment. Warm, fragrant, familiar – a reminder that the deepest joys are often found in the simplest of things.

In that sense, fika isn’t so foreign to us here in the Balkans. We have our own version of fika – we don’t call it that. When we say “let’s have coffee,” few people mean just the drink. It’s an invitation to connect, to share, to be together. It’s a moment where phones are set aside, obligations gently paused, and time is carved out for kafenisanje – a ritual that, like fika, isn’t about caffeine, but about people.

And though our conversations may be louder, our gestures broader, and our coffee stronger and thicker, the essence is the same. We, too, understand that small pauses are often the most important parts of the day. That they are what sustain friendships, calm storms, and sometimes change the course of a day. Or a life.

We may not share the language, or the recipe for coffee, but we share the understanding that life is not something to simply endure – it is something to be savoured. In good company, and every now and then, over a cup of coffee.

Photo: Shutterstock

Photo: Beata Janeczko / Shutterstock

DEFINING THE FUTURE OF LUXURY AND CORPORATE MOBILITY

Volvo EX90 sets new standards in sustainable luxury and executive mobility

Volvo Cars proudly announces that the fully electric, seven-seat Volvo EX90 has been named World Luxury Car at the 2025 World Car Awards. This prestigious recognition underscores Volvo’s global leadership in innovation, safety, and sustainable premium design.

Chosen by a jury of 96 automotive journalists from 30 countries, the EX90 impressed with its dual-motor, 510-horsepower performance, near-silent ride, and a technology-rich, elegantly crafted interior. It delivers executive-class comfort alongside practical functionality for modern family needs.

“We are pleased to see the EX90 recognised on the world stage,” said Håkan Samuelsson, CEO of Volvo Cars. “This award reafﬁrms our mission to offer premium electric vehicles that meet the evolving expectations of our customers, both individuals and businesses.”

More than a personal vehicle, the EX90 is a smart solution for contemporary corporate and professional mobility. With advanced safety systems, long-range electric efﬁciency, and a reﬁned, minimalist design, it is well suited for executive transport, premium fleet use, and sustainable corporate initiatives. The spacious, thoughtfully appointed cabin, intelligent driver assistance features, and seamless digital connectivity provide a comfortable and productive environment for any business travel.

Inspired by Scandinavian aesthetics, the EX90 features a seamlessly integrated lidar system that enhances full-circle safety and situational awareness, especially useful in demanding urban environments. The flexible seating for up to seven and generous cargo capacity of up to 697 liters offer versatility for both professional and personal use.

Sustainability is central to the EX90’s design. Upholstery made from Nordico, a premium leatherfree material derived from recycled and bio-based sources, reflects Volvo’s commitment to environmentally responsible luxury.

The Volvo EX90 is more than an award-winning SUV. It is a forwardthinking mobility solution that meets the needs of today’s businesses, executives, and families around the world.

THE EX90 IS MORE THAN AN AWARDWINNING SUV – IT’S A FORWARD-THINKING MOBILITY SOLUTION

Innovation, Modernisation and Sustainability Are the Future of Jahorina

Transforming Jahorina into a year-round, world-class destination through smart technologies, global partnerships, and sustainable innovation

DEJAN LJEVNAIĆ

Director of the Jahorina Olympic Centre

In an interview with Dejan Ljevnaić, Director of the Jahorina Olympic Centre, we uncover key details of the ongoing negotiations with the renowned company Interalpin, as well as the ambitious plans to upgrade infrastructure and services on Mount Jahorina — all to position it alongside Europe’s leading ski destinations.

Interalpin marked its 51st edition this year as the most important trade fair in the winter sports industry, once again running for four days from April 20 to 23. What did you find most interesting or innovative at this year’s Interalpin?

Interalpin is a leading event in the winter tourism and skiing industry, shaping future trends. This year, the focus was on sustainability, automation, and smart systems for ski resorts. Innovations included AI-driven ski traffic analytics, automated snowmaking that monitors microclimates in real-time, and digital maps that help users plan routes based on crowd levels, weather conditions, and skill level.

Attention to energy efficiency was evident in ski lifts consuming less electricity and hybrid transport systems in mountain areas.

One standout innovation came from LEITNER, which unveiled a new standard for unidirectional monocable gondolas. These gondolas feature enhanced noise reduction, easier maintenance, and improved safety.

WE ALL SHARE A COMMON GOAL – TO IMPROVE THE QUALITY OF SERVICES IN MOUNTAIN RESORTS WHILE PRESERVING THE NATURAL ENVIRONMENT

Additionally, their “LeitPilot” technology utilises LIDAR sensors to enable autonomous operation of gondolas, a major leap toward fully automated ski resort management.

Another exciting development was the introduction of electric snow groomers. These

eco-friendly, battery-powered vehicles operate quietly and produce zero emissions, making them a significant advancement in sustainability. Resorts worldwide are increasingly adopting these groomers due to their efficiency and environmental benefits. For example, Val Cenis in France became the first ski resort to deploy the 100% electric “Husky E-Motion” groomer in 2022. This vehicle is designed for preparing crosscountry ski trails, walking paths, and children’s areas, all while delivering high performance with minimal harmful emissions. Similarly, the Flumserberg resort in Switzerland has been testing this electric groomer since December 2023, receiving positive feedback for its quiet operation and efficiency.

These innovations, particularly electric snow groomers, show that sustainability is no longer an option but a necessity in the winter sports industry. With a focus on reducing environmental impact, these technologies are paving the way for a more eco-conscious future, ensuring that winter sports remain viable for generations to come.

At the fair, I held several meetings with representatives of renowned electric snow groomer manufacturers, most notably Xelom,

which I also shared publicly on my social media profiles. In line with global trends and the growing need for environmental protection, Jahorina will also adopt this model, reaffirming its commitment to green solutions and modernising the ski resort to the latest international standards.

Electric groomers are transforming mountain resorts by reducing CO2 emissions and creating a quieter, more pleasant atmosphere for visitors. A key innovation is the mobile gondola system, CONNX, which allows vehicles to drive directly to lifts where the cabin attaches to the cable. At the end of the ride, passengers can be transported to hotels or other locations, enhancing connectivity between resorts and urban areas. For young skiers, products like GoSki and SkiBike make learning fun, while smart ski poles (“soške”) help with movement and skier tracking. The most exciting development that personally fascinated me is integrating data from ticketing, snowmaking, and hospitality into a unified system, enabling real-time management of the entire resort, exactly the direction Jahorina is heading.

Have you established any concrete partnerships or held discussions at the fair that could lead to new investments or technological solutions on Jahorina?

Absolutely. Fairs like Interalpin are not just showcases for equipment – they are places where visions of development are created. During the four days in Innsbruck, I had intensive talks with leading global companies in the fields of artificial snowmaking, digital ski resort management systems, and next-generation lifts and cable cars.

At the fair, I had the opportunity to meet some of the most influential people in the industry who are shaping the future of skiing, including:

• Michael Bitterl from Doppelmayr – a legend in the cable car industry and my great mentor

• Hermann Thaler – founder and director of Thalere. U, and a pioneer in the development of modern ski depots and rental systems

• Franz Holzer and Philipp Schälger from SkiDate

• Kiliaan Toorenaar – founder of the SkiPass app

• Mario Delać from e-Liberty Services

• Julian and Christian from TechnoAlpin

A key meeting was with TechnoAlpin, our successful partner, where we discussed further opportunities for automated snowmaking in new areas of Jahorina. We also engaged with companies offering interactive digital systems, including smart mobile apps that provide personalised info on skiing, slope conditions, and restaurant services. Additionally, we held discussions with colleagues from regional ski resorts, exchanging valuable insights on sustainable technologies and enhancing

THROUGH INVESTMENT IN SMART SYSTEMS, INFRASTRUCTURE

PROJECTS, STAFF TRAINING, AND PROMOTION, JAHORINA IS MOVING TOWARDS BECOMING A MOUNTAIN OPEN TO THE WORLD, 365 DAYS A YEAR

visitor experiences. These exchanges were invaluable, as we all share a common goal: improving mountain services while protecting the environment. Collaboration with regional resorts strengthens our efforts to modernise Jahorina, positioning it as part of a wider network of eco-friendly mountain destinations. Plans are underway to establish partnerships with European resorts, focusing on knowledge exchange and joint promotions, to integrate Jahorina into a global network of ski destinations through concrete projects.

How widespread have modern ski resort management technologies, such as digital maps, automated snowmaking systems, and smart capacity tracking, become, and are regional resorts following suit?

A modern ski centre without advanced technology is no longer competitive. State-of-the-art snowmaking, traffic monitoring, digital ticketing, and user-oriented apps are not just advantages; they are now standard. What we once considered “technological advancement” has now become a basic requirement; guests expect high service levels, instant information, and safety. At Jahorina, we’ve made significant progress with a smart snowmaking system for efficient resource use and quick slope preparation, as well as a modernised ticketing and ski-pass control system. While some regional resorts follow this trend, many lag behind. Regional collaboration, knowledge sharing, and joint investment are key, and Jahorina is ready to lead the way.

How is Jahorina positioning itself amid the growing internationalisation of ski tourism and the competition evident at Interalpin?

Are you aiming for a greater share of foreign visitors and cooperation with global partners?

Jahorina is gaining recognition as an international ski destination, confirmed once again at Interalpin. Our vision is clear: we aim to make Jahorina the leader in Southeast Europe, not only through infrastructure investments but also through top-tier service and visibility in foreign markets. We already attract guests from Serbia, Croatia, Montenegro, Austria, Germany, Turkey, Hungary, Romania, and even Israel. Our international events—like the Open Balkan Ski project and various sports and cultural festivals—are putting us firmly on the global map.

We’ve also strengthened partnerships with global brands, travel agencies, and ski clubs. Moving forward, we’ll focus on offering tailored packages for international visitors, direct flight connections, digital marketing, and strategic investment partnerships. In addition to winter innovations, Interalpin also showcased summer attractions that inspired us to expand Jahorina’s summer offerings. Particularly inspiring were family-friendly adrenaline experiences, such as summer toboggans, zip lines, and multifunctional bike parks, which are among the ideas we’re exploring. By investing in smart systems, infrastructure, and promotion, Jahorina is becoming a year-round destination.

Shaping the Future

Johan Vandermeulen on Innovation, Strategy, and Serbia’s Role in BAT’s Vision

JOHAN VANDERMEULEN

BAT Chief Operating Officer

Johan Vandermeulen has over three decades of experience in various managerial positions within BAT, where he played a pivotal role in the company’s transformation process. Currently serving as Chief Operating Officer (COO), he is responsible for implementing BAT’s global strategy and accelerating the transition towards a smoke-free world. Johan’s career at BAT began in 1992 in the marketing sector in Belgium. Over the years, he has held diverse roles in markets worldwide, including General Manager positions in Turkey and Russia. His leadership

has been instrumental in managing key acquisitions and expanding BAT’s presence in emerging markets.

Serbia is one of the markets where BAT has been successfully operating for many years. How would you assess

the importance of this market within BAT’s regional and global strategy?

The Serbian market has proven to be highly open to innovation and aligned with global trends that BAT consistently implements in its operations. The best example is the factory in Vranje, which is

THE RESULTS WE HAVE ACHIEVED YEAR AFTER YEAR IN SERBIA CLEARLY SHOW THAT THIS MARKET IS READY FOR THE NEXT STEP—A COMPLETELY NEW APPROACH THAT PROMOTES A SMOKE-FREE WORLD, WHERE TRADITIONAL CIGARETTES ARE GRADUALLY BECOMING A THING OF THE PAST

now considered one of the most successful within the BAT Group. We continuously invest in production modernisation, the application of cutting-edge technologies, employment, and the development of exports, all of which have further strengthened Serbia’s strategic position, both within the region and within our global network.

The new HILO and HILO Plus devices were first introduced in Serbia. What influenced the decision to make this market the first, and what role does it play in promoting BAT’s innovations? The results we have achieved year after year in Serbia clearly show that this market is ready for

Photo: BAT

the next step—a completely new approach that promotes a smokefree world, where traditional cigarettes are gradually becoming a thing of the past.

This is the reason why we decided to launch HILO and HILO Plus in Serbia. These devices represent the culmination of science, technology, and innovation, featuring advanced heating technology, extended session durations, and a modern EasyView LED screen that gives users complete control over their consumption. Our goal was to offer consumers, both loyal and new, a product that not only brings technological and design innovation but also scientifically proven reduced harm compared to conventional cigarettes.

The concept of Tobacco Harm Reduction (THR) is at the core of BAT’s transformation strategy. How do you explain the significance of this approach for the end consumer, as well as for society as a whole?

For us at BAT, this concept is not just an industry trend, but a fundamental shift in the way we think about the future of the tobacco and nicotine industry. Through science, innovation and

a responsible approach, we aim to offer products with reduced harm compared to traditional cigarettes. This means that we provide adult smokers, or the end user, with a realistic alternative – a choice that is both based on science and technological innovation.

transformation and the realisation of its smoke-free future vision?

Our idea behind the OMNI platform was to bring together all relevant data and scientific research related to the concept of reduced harm in one place, thereby providing transparent information to the public.

WE BELIEVE THAT TRANSFORMING THE INDUSTRY GOES BEYOND THE PRODUCTS THEMSELVES — IT’S ABOUT A COMPREHENSIVE APPROACH. AND WE ARE READY TO LEAD THAT CHANGE

This is why we have invested more than €1.4 billion in the development, commercialisation, and scientific research of reduced-risk products.

This approach has the potential to generate meaningful benefits for society as a whole, and our goal is to continue raising awareness and providing education so that everyone can understand and maximise the benefits these products offer.

How important is the Omni platform to BAT’s business

The platform consolidates over a decade of BAT’s work in science, innovation, and analysis, serving as a knowledge hub accessible to anyone interested in gaining a deeper understanding of the principles and regulations behind Tobacco Harm Reduction (THR).

It is evidence-based and was developed through collaboration among experts from various fields to contribute to a better understanding, education, and a more open dialogue around this important topic.

What are BAT’s future business plans in Serbia, as well as globally?

Our plans, both in Serbia and globally, remain focused on achieving the vision of building a smokeless world.

This means that we will continue to invest in people through education, knowledge, and skills development, as well as the continuous building of teams that understand the needs of modern consumers. We will also continue to inform the general public about the concept of THR with a special commitment to transparent communication and cooperation with the professional and regulatory community.

Our priority remains the further development and enhancement of products that meet consumer needs through innovations grounded in science, technology and the highest quality standards. Serbia will continue to play a key role in our regional strategy. On the global level, BAT remains committed to achieving 50% of our revenue from non-combustible products by 2035.

We believe that transforming the industry goes beyond the products themselves — it’s about a comprehensive approach. And we are ready to lead that change.

Photo: Dušan Petković

SONJA KONAKOV SVIRČEV

Manager for Corporate Social Responsibility, Diversity and Inclusion, Erste Bank Serbia

Over the past two decades in Serbia, Erste Bank has built a strong reputation as a company that places corporate social responsibility at the core of its business strategy. On this occasion, we speak with Sonja Konakov Svirčev, Manager for Corporate Social Responsibility, Diversity, and Inclusion, who has been dedicated to this field since the Bank began operating in the Serbian market.

As someone with extensitve experience who has followed the development of corporate social responsibility from the outset, how would you compare the approach to this topic then and now?

Corporate social responsibility, as a strategic approach involving the proactive and ethical management of a company’s impact on the community and the environment, has been part of the business world for over two decades. What has changed is its status, shifting from a “noteworthy topic” to a key factor in building trust, a foundation of long-term strategy, and in some cases, a condition for survival. Companies that recognised the importance of responsible business early on and embedded it into their foundations have proven to be more resilient during major global crises.

How does Erste Bank view corporate social responsibility, and what does it specifically mean for the Bank?

From its very first day in Serbia, Erste Bank set out a strategy of socially responsible and inclusive business, fully integrated into all aspects of its operations. For us, social responsibility is reflected primarily in how we care for our employees, how we build relationships with the clients, and in the impact we have on the communities in which we operate. This is reinforced through responsible corporate governance, the careful selection and monitoring of suppliers, as well as clear environmental goals and active efforts to combat climate change.

You were among the first to recognise the importance of financial education and have implemented several initiatives to promote financial literacy.

20 Years of Responsible and Inclusive Business

A conversation on values, impact and long-term commitment to society

We firmly believe that building a financially sound and prosperous society requires continuous efforts to improve financial literacy. We are incredibly proud of everything we have achieved in the field of economic education, awareness, and empowering individuals towards financial independence. Our free educational platform, #ErsteZnali, now has around 6,500 registered users. We have placed a particular focus on young people. In 2020, in collaboration with the Ministry of Education, we launched the “Money School for Primary Pupils” project, which involves training teachers to impart financial literacy knowledge to pupils. To date, the programme has reached nearly 200 schools and trained more than 1,300 teachers. We further expanded this initiative by publishing the book “Guardians of the Dragon’s Treasure” and developing a mobile game of the same name for children aged 7 to 10, which has been downloaded 15,000 times to date.

REAL CHANGE BEGINS WITH BRAVE DECISIONS

Erste Bank approved its first loan to a social enterprise back in 2011. Today, you are recognised as a leader in this field. What exactly is social banking, and why is it important?

That partnership taught us a great deal, and the experience became the foundation for developing our social banking line, which we officially launched in 2016, as the first bank in Serbia to do so. Social banking is our way of responding to the needs of those with limited access to traditional banking services, such as start-ups, social enterprises, and non-profit organisations. To date, through this line, we have supported more than 600 start-ups and 38 non-profit organisations with a total of €7.7 million. At the same time, nearly 11,000 individuals have received various forms of nonfinancial support and mentorship.

Having recognised climate change as one of the greatest challenges of our time, Erste Bank has been actively engaged in tackling its effects for years. It has positioned itself as a market leader in green finance. We are indeed leaders in this field—so far, we have financed over 80 renewable energy projects, with a total value of €400 million. Either

independently or in cooperation with other financial institutions, we have contributed to the development of nearly 800 MW of green energy, accounting for over two-thirds of Serbia’s newly built renewable energy capacity. Wind farms, solar power plants, and biogas facilities are just part of our portfolio, clearly demonstrating our strategic commitment to a sustainable future.

When it comes to community investment, which themes are central to your focus?

We pay special attention to the themes we support—these include culture and the arts, financial literacy, entrepreneurship development, gender equality and women’s empowerment, science popularisation, and sports for children. We carefully select partners who share our values, and it’s important to us that every project leaves a tangible impact. To date, through our sponsorship and donation programme, we have supported more than 1,200 initiatives and projects, with a total investment of €5.3 million.

Your efforts in the field of socially responsible and inclusive business have not gone unnoticed. In recent years, Erste Bank has received numerous awards for its corporate social responsibility (CSR) achievements.

We are very proud of the recognition we’ve received from the professional community in recent years—from being named a “Sustainability Champion” by the Responsible Business Forum, to the “ESG Leader” award by PwC, and the award for “MostInclusiveEmployer”. These acknowledgments are certainly a strong motivation for us to keep moving forward, while also raising the bar for our future goals.

Finally, what would you say to younger generations, as a woman who has spent two decades working in the field of social responsibility and is recognised as a leader in this domain?

Being socially responsible means having the courage to make decisions each day that don’t focus solely on short-term gain, but consider the bigger picture—people, communities, and the future we’re building together. It’s not always easy to choose the harder, but right, path. Yet those moments often lead to the most valuable outcomes. When you see your efforts pay off, when your idea brings about real change, that’s when you feel that quiet yet powerful sense of purpose and pride. That’s what keeps you going. Believe in what you do, be persistent and brave, because every step you take on that path is worth it.

FOCUS ON

FEATURED INTERVIEW FROM YELLOW BUSES TO GREEN FUTURES

ECONOMICAL INTERVIEW

NEW HORIZONS FOR BUSINESS AND INNOVATION

H.E. Akira Imamura Ambassador of Japan to Serbia BUSINESS INTERVIEW TOWARDS A SMARTER AND GREENER ECONOMY

Oliver Lepori

Executive Director of the Japanese Business Alliance in Serbia (JBAS)

Goran Pekez

Chairman of the Board of the Japanese Business Alliance in Serbia (JBAS)

H.E. AKIRA

FROM YELLOW BUSES TO GREEN FUTURES

How Japan and Serbia found common ground across continents

In an exclusive interview for Diplomata, the TV programme produced by Diplomacy & Commerce in cooperation with Euronews Serbia, H.E. Akira Imamura, Ambassador of Japan to Serbia, reflects on the evolving relationship between the two countries, shared values, and the challenges and opportunities that lie ahead.

We begin this interview with a reference to something that has become a symbol of both Japan and Belgrade – the iconic yellow buses, wellknown in our city. Just a few weeks ago, you initiated the retirement of these vehicles, which your government donated to Belgrade back in 2003. This is just one example of Japan’s many donations to Serbia. On the other hand, during the 2011 earthquake and tsunami in Fukushima, Serbia was among the ﬁrst countries to send humanitarian aid to Japan. How important are these gestures between our two nations?

I believe they are immensely important. Someone in Serbia once shared a proverb with me that says, “A friend in need is a friend indeed.” That is true, as we have supported each other in difﬁcult times.

The event you mentioned – the donation of 93 yellow buses in 2003 –is a good example. Affectionately known as “the Japanese,” these buses

became a symbol of our friendship. Back in 2003, Japan was one of the ﬁrst countries to support Serbia following the devastating wars of the 1990s. Then, in 2011, a powerful earthquake struck Japan, and nearly 20,000 people lost their lives or went missing. Serbia was among the ﬁrst countries to send humanitarian aid, and we Japanese still remember that generous gesture.

In 2014, when severe floods hit Serbia, Japan responded swiftly by providing relief equipment and supplies. Our two countries have continued to support each other as part of a close and friendly relationship.

The ceremony held a few weeks ago, as you mentioned, marked the retirement of those iconic “Japanese” buses after 20 years of service. Some of the remaining buses were donated to enthusiasts from the Belgrade Public Transport Company who are passionate about preserving vintage buses and vehicles. They will now be used for transporting schoolchildren on excursions. The ceremony was not only a farewell, but also a handover, celebrating a new beginning for these buses.

WE SUPPORTED EACH OTHER IN DIFFICULT TIMES –THAT IS THE TRUE MEANING OF FRIENDSHIP

IMAMURA Ambassador of Japan to Serbia

Three years ago, the Embassy of Japan hosted a reception marking the 140th anniversary of friendly relations between our two countries. Historically speaking, the first official correspondence between Japan and Serbia took place in 1882, when the first Serbian king after liberation from Ottoman rule, Milan Obrenović, wrote to Emperor Meiji, a great reformer, to inform him of his coronation. The Japanese sovereign replied by recognising Serbia as an independent state. How important are relations with relatively small and geographically distant countries, such as Serbia, for Japan? First of all, thank you for taking part in that ceremony three years ago. Japan has made great efforts to help create a stable and predictable international environment, and the Western Balkans are no exception. Of course, one may ask why Japan is interested in the Western Balkans, a region so far away. My answer is that we are genuinely interested in the stability of Europe, particularly the European Union, our strategic partner, whose strong unity is in our interest.

WHAT IS HAPPENING IN UKRAINE TODAY COULD HAPPEN IN EAST ASIA TOMORROW

When European countries invited the Western Balkans to begin the process of EU accession, we saw this as a step towards greater stability not only in the region but across Europe as a whole. That is why we support the countries of the Western Balkans, including Serbia, on their path to EU membership.

Among these countries, Serbia holds the key to the stability of this region, and we therefore work with your country as a very important partner, in line with the Western Balkans Cooperation Initiative, which former Prime Minister Abe launched during his visit to Belgrade in 2018. So that, in short, is the longer answer to your question.

I want to discuss the EXPO. EXPO 2025 oﬃcially opened in Osaka on 13 April. A Specialised EXPO is scheduled to take place in Serbia in two years. What does this event mean for your country – and you personally? How many countries are expected to take part?

The EXPO has just begun and will run for six months under the name EXPO 2025 Osaka, Kansai, Japan. It will serve as a platform for over 160 countries,

regions, and international organisations to jointly create the future to address the global challenges we all face. This is also highly relevant for Serbia, because as you mentioned, it immediately precedes EXPO 2027 in Belgrade.

We truly value Serbia’s participation with its pavilion, which is a wonderful contribution to our shared theme: designing future societies for our lives. It is also an important opportunity for Serbia, as it will be sending several economic and political delegations to visit the EXPO site and promote our bilateral ties.

This is a great occasion, and I would like to take this opportunity to invite people from Serbia to come to Osaka and experience the future we are building together.

You served in Russia, followed by postings in Canada, Australia, the United Kingdom, Georgia, and now Serbia. In many of these countries, you were present during signiﬁcant political moments. It has been 20 years since you last visited our country. How does Serbia look to you after two decades?

This is my ﬁrst time in Serbia in 20 years, and I’m truly impressed by how much progress the country has made. There is a great deal of development, and people seem to be enjoying life. I am enjoying both living and working in Serbia – people are very warm and open towards foreigners, so we feel very comfortable here.

You mentioned the changes over the past two decades. One key factor tied to economic progress is the macroeconomic stability achieved in recent years. A growing number of foreign investors, including those from Japan, are entering the market, which is helping to boost economic development and growth.

Last year, Serbia was among the European countries with the highest economic growth, making a signiﬁcant contribution to the region’s economy. That is an impressive achievement.

Back in 2005, when I was here 20 years ago, the shadow of the 1990s wars was still very much present. Today, peace is ﬁrmly established in the region, and leaders from the Western Balkans regularly meet –a development we welcome very much . Unfortunately, normalisation between Belgrade and Pristina has not yet been achieved. We support the dialogue between the two sides and hope they will begin implementing the agreements reached so far. We will be looking for constructive efforts in that direction.

RECYCLING IS PART OF OUR CULTURE – WE CALL IT MOTTAINAI, THE IDEA THAT NOTHING SHOULD GO TO WASTE

What do you like most about Belgrade and Serbia? What have you had the chance to visit, and which places are your favourites? In your opinion, what are Serbs especially good at – and what do you think we could learn from the Japanese?

As I’ve already mentioned, the people of Serbia are exceptionally warm – and that’s what I like most. They are kind, hardworking, and eager to learn new things. One of my favourite places in Serbia is the traditional taverns – the kafane – in Belgrade. I enjoy their bohemian atmosphere, and I’m particularly fond of the music. Old folk songs from the 1960s and 1970s, as well as Balkan melodies, stir a sense of nostalgia in me. These are the things I truly enjoy.

When it comes to what Serbia excels in, particularly in terms of the economy, one of its greatest successes is the IT sector. I recently attended an event where several start-ups presented their ideas to Japanese investors, and I was genuinely impressed by the level of innovation. This represents a strong potential for further cooperation with Japan.

You also asked what Serbia could learn from Japan. If I had to point to one thing, it would be circular economy practices. There’s a Japanese expression, mottainai, which roughly means “it’s too valuable to waste” Recycling is deeply rooted in our culture and traditions. Of course, like all countries, we are facing climate change and environmental challenges, and there is a growing need for international cooperation. Japan and Serbia are already collaborating on a energy from waste project in Vinča, and Japanese companies are prepared to share even more of their technology and expertise with your country.

It’s great that you mention Japanese companies. How many Japanese companies are currently operating in Serbia? How many people does the company employ, and are there plans for new companies to open in Serbia in the future?

Currently, 35 Japanese companies are operating in Serbia. That may not seem like a large number, but in recent years, we have seen some major

investments. For the ﬁrst time in history, in 2023, Japan became one of the top ten foreign investors in Serbia.

The most recent investment project, inaugurated recently, comes from the company JFE Shoji. They have started producing parts for automotive motors. Interestingly, those parts will be supplied to another Japanese company in Novi Sad – Nidec. This marks the ﬁrst time that Japanese companies have established a supply chain within Serbia. It sends a strong and positive signal to other potential Japanese investors considering Serbia.

This could be a game change – the next step in our cooperation – and I hope it will also contribute to the supply chain for electric vehicle production, which the Serbian government has announced as part of its plans. These two companies are already manufacturing parts for electric vehicles in Serbia and exporting them to the European Union (EU) market. But if there is an opportunity to become part of the supply chain for electric vehicle production within Serbia itself, they are ready – and I sincerely hope that will happen.

You share your name with the renowned Japanese director Akira Kurosawa, whose films – starting with Rashomon in 1950 – have long been admired by audiences in Serbia. Serbian audiences also follow contemporary Japanese artists and writers, such as Haruki Murakami. How familiar is the Japanese public with the work of Serbian artists and creators? You mentioned Haruki Murakami – when it comes to literature, Ivo Andrić has been translated into Japanese, and most of his major works are available in our language. In other fields, director Emir Kusturica is very well known and popular in Japan, and most of his films are available with Japanese subtitles.

You may have heard of the Japanese–Serbian Film Festival, which is held in both Tokyo and Belgrade. It’s a great opportunity for Japanese audiences to discover newer Serbian ﬁlms.

As for music, Serbian musicians regularly perform in Japan. This year, Serbian violinist Nemanja Radulović performed in Japan together with the prestigious Yomiuri Symphony Orchestra in Tokyo – that was in January. In February, a young Serbian pianist also gave a concert in Japan, performing classical music by Serbian composers, some of whom are still relatively unknown to Japanese audiences. The performance took place at the Serbian Embassy in Tokyo.

These are wonderful examples, but this year, thanks to EXPO in Osaka, even more events are planned over the next six months, featuring both Japanese and Serbian artists. This year will be another important opportunity for Japanese audiences to discover Serbian culture.

Two years ago, our company broke the Guinness World Record for the largest gathering of people with the same ﬁrst and last name –bringing together 256 individuals named Milica Jovanović. Previously, the record was held by a group from Japan, comprising 178 people named Hirokazu Tanaka. A Zoom meeting was later organised between all the Milica Jovanovićs and Hirokazu Tanakas, leading to some new friendships – and perhaps even something more. On that note, how many Serbian nationals are currently residing in Japan, either working there or having found a life partner in the Country?

I’ve heard that there are approximately 260 Serbian nationals currently residing in Japan. I’m not sure how many of them are named Milica Jovanović, but they are either working in Japan or married to Japanese citizens. This number doesn’t include those on short-term visits – we currently have around 4,200 Serbian tourists visiting Japan annually.

However, even when all are counted, the total number of Serbian nationals travelling to Japan remains relatively low compared to those travelling to European destinations. One reason is that there are still no direct flights. I want to help increase the number of Serbian visitors to Japan.

Serbs – particularly younger generations – are genuinely interested in Japanese culture, and we would like to encourage more of them to come

to Japan to study. We accept applications from Serbian students who wish to study in Japan through our government scholarship programme, and we welcome new applicants each year. Of course, those who speak Japanese have an advantage, but today, more and more universities are offering courses in English as well.

After the Second World War, Japan has generally aligned with the United States and the EU on most global issues. What is your view today on the differences in opinion between the new Trump administration and the European Union regarding the war in Ukraine?

It is important for those diplomatic efforts to achive a more comprehensive ceaseﬁre in Ukraine and a just, lasting peace. Japan has made signiﬁcant efforts to support Ukraine, at the same time imposing strong sanctions against Russia in coordination with other G7 countries, including the United States, Canada, and European nations.

In March of this year, a meeting of G7 foreign ministers was held, during which these diplomatic efforts toward a ceaseﬁre were welcomed. When we examine the Indo-Paciﬁc region, where Japan is situated, it is becoming increasingly clear that security in this region is closely tied to the security situation in the EuroAtlantic region.

Attempts to unilaterally change the status quo by force are entirely unacceptable, whether in Europe or Asia. That is a position shared by many countries, including Serbia. We often say that what is happening in Ukraine today could happen in East Asia tomorrow.

INSTEAD OF HATRED, WE CHOSE PEACE AND BUILT A FUTURE WITHOUT NUCLEAR WEAPONS

We are deeply concerned about the situation in Ukraine, and that is why we are putting a lot of efforts and providing aid to the Ukrainian people.

Although two atomic bombs were dropped on Japan, there doesn’t seem to be deep-seated animosity towards the United States today. In Serbia, on the other hand, some of that resentment still lingers after 1999. In your view, what makes the difference? What needs to happen for countries to begin cooperating and respecting one another again after major wars and periods of mutual hostility? What would you say is Japan’s approach to such situations? We need to go back to the 1930s, when Japan found itself in a deadlock. Unfortunately, to break out of that situation, Japan chose to use force and go to war – a path that proved to be the wrong one. Based on this recognition, Japan made a conscious decision after the war to become a peaceful nation, so that such a tragedy would never be repeated.

We have clearly expressed our deep remorse for the suffering Japan caused in the region, especially in Asia, and have issued repeteatedly apologies to the countries affected by Japanese wartime atrocities. I believe it is also important for countries that fought against us to show tolerance. In those countries, some individuals made sincere efforts to seek reconciliation with Japan, just as there were such individuals on our side. With many of those countries, including the United States, we were able to achieve reconciliation.

Of course, it was also essential to show the world the devastating and inhumane nature of the damage of the atomic bombings on the people of Hiroshima and Nagasaki in August 1945. Instead of harbouring hatred, we have chosen to advocate for peaceful world without nuclear weapons, so that such weapons are never used again. To achieve this, we have pursued a realistic and consistent approach towards nuclear disarmament.

When it comes to the Western Balkans, I believe it may be useful to look at our approach which is to try to learn lessons from history and gain wisdom for the future. It is also essential that everyone shows tolerance towards different people and cultures and makes an effort to achieve reconciliation after conflict. In my view, that is an approach that could be applied in this region.

NEW HORIZONS FOR BUSINESS AND INNOVATION

How Serbia is positioning itself ahead of EXPO 2025 in Japan

Oliver Lepori, Executive Director of the Japanese Business Alliance in Serbia (JBAS), discusses the organisation’s role in strengthening business ties between Japan and Serbia, current priorities, and plans for Japanese companies in the region.

Serbia is preparing for EXPO 2025 in Osaka. How does JBAS support Serbia’s participation, and how do you see the importance of this platform for strengthening business ties?

Serbia is actively working to present itself in the best possible light at EXPO 2025 in Japan, and JBAS has been supporting these efforts from the very beginning, both strategically and operationally. Our goal is to help domestic companies maximise the beneﬁts of this exceptional international platform for connecting with Japanese and global partners.

Speciﬁcally, Serbian companies can count on comprehensive support from JBAS in preparing and organising their activities in Osaka. We assist with structuring visit agendas, establishing contacts with Japanese partners, and managing logistics and programming coordination during the EXPO’s thematic weeks.

EXPO 2025 is divided into several thematic weeks, covering key aspects of modern society, including health, culture, community, mobility, basic human needs, green technologies and sustainability, learning and play, as well as peace, human security, and dignity. During each of these weeks, JBAS will support and organise individual visits for companies and members specialising in relevant ﬁelds, aiming to connect their activities precisely with appropriate partners and events in Japan.

We are also working on organizing broader economic and political delegations from Serbia because we believe that presence at EXPO has multiple beneﬁts, from attracting investment, showcasing Serbia’s innovations and business potential, to strengthening bilateral relations at the highest levels. It’s also important to highlight the continuity between EXPO 2025 in Osaka and EXPO 2027 in Belgrade. Osaka is the perfect opportunity to present our theme, “Play for Humanity,” and invite the world to Serbia in 2027.

In this sense, EXPO 2025 is not just an international exhibition but

EXPO IS A GATEWAY TO GLOBAL OPPORTUNITIES

a strategic development opportunity to strengthen business ties between Serbia and Japan, as well as Serbia’s overall position in the global economy. So far, as many as 60 Serbian companies have conﬁrmed their participation in EXPO 2025, which demonstrates the seriousness of their approach and the potential that the domestic economy sees in this event.

What key messages and values do the Japanese hosts want to convey through EXPO 2025? How can those ideas be applied to EXPO 2027 Belgrade?

EXPO 2025 in Osaka is held under the theme “Designing Future Society for Our Lives”, a phrase that captures the essence of Japan’s approach to this global event. The focus is not simply on showcasing technology, but on reimagining the future of humanity by offering solutions to some of today’s most pressing challenges - demographic shifts, climate change, sustainability, health, and digital transformation.

What the Japanese hosts are communicating through the EXPO is that the future is something we build together, not something we merely predict. Through innovative pavilions, interactive content, and thematic zones, visitors are encouraged to consider how new technologies can enhance the

OLIVER LEPORI

Executive Director of the Japanese Business Alliance in Serbia (JBAS)

quality of life, not only on an individual level but also on a global scale.

Special emphasis is placed on the concept of quality of life, sustainable development, and the use of technology in the service of people, which aligns with the Society 5.0 initiative and Japan’s broader philosophy of harmonising tradition and innovation. Japan is using this opportunity not only to showcase its technological leadership but also to highlight the human values that guide its development.

These ideas can certainly be an inspiration for subsequent exhibitions, including EXPO 2027 in Belgrade, for which Japan has already conﬁrmed its participation. It is not about copying formats, but about transferring shared values, creating space for dialogue, joint creativity and exchange of knowledge. Topics such as sustainability, digital inclusion, health and global connectivity will also be relevant in 2027, and EXPO in Belgrade can interpret them in an authentic, locally rooted way, through its theme “Play for Humanity”, which also calls for cooperation, connection and joint creation of a better future.

UNDERSTANDING BUILDS

LASTING PARTNERSHIPS

Is there any formal or informal cooperation between the organisers of EXPO in Osaka and those in Belgrade, and what role does JBAS play in that process?

Formal cooperation between the organisers of the EXPO in Osaka and those in Belgrade takes place by the regulations of the Bureau International des Expositions (BIE), which regulates the organisation and coordination of world fairs. This cooperation involves the exchange of experiences, coordination of activities, and joint initiatives aimed at enhancing the representation of countries and their innovations on the global stage.

JBAS actively supports this process as a member of the working body of the Government of Serbia, responsible for cooperation and promoting EXPO 2027 in Belgrade. Our role is to connect Serbian companies, institutions and other stakeholders with Japanese partners, while also supporting communication and information exchange between the organizational teams from Osaka and Belgrade. In this way, we contribute to the continuity and efﬁcient cooperation between these two important events, helping Serbia make the most of the opportunities that participation in the World’s fair brings.

In addition to the formal framework, there is also an informal exchange of knowledge and experiences that further strengthens the preparations and contributes to deeper bilateral ties through the EXPO platform. JBAS, as a bridge between the Serbian and Japanese business and cultural communities, plays a crucial role in these processes, working to ensure that all participants beneﬁt from successful and meaningful cooperation.

What are the primary challenges that Japanese companies encounter when entering the Serbian market, and how does JBAS assist them in overcoming these obstacles?

Entering a new market almost always presents certain challenges, and this also applies to Japanese companies entering Serbia. Although our country is increasingly recognised as an attractive investment destination, especially due to its skilled workforce, strategic location and favourable access to markets through numerous free trade agreements, certain obstacles still exist.

One of the ﬁrst challenges for Japanese companies is the cultural and business differences in approach. Japanese business culture is highly formal, focused on detailed planning, long-term relationships and trust that is built gradually. On the other hand, business practice in Serbia is often more flexible and results-oriented, which sometimes requires additional mutual adaptation. Additionally, the language barrier and unfamiliarity with local legislative and administrative procedures can also make the initial steps in starting a business challenging.

This is where JBAS comes in - our task is to translate these differences into a common language of understanding and cooperation. We provide Japanese companies with essential information on the regulatory framework, market conditions and potential partners, as well as advisory support regarding local business practices. We also help them establish contacts with relevant institutions, local governments and business entities, which is often crucial for a successful business start-up.

In addition, support to Japanese investors includes the organization of visits and business missions, such as participation in EXPO 2025 in Osaka, where JBAS actively contributes to structuring the agenda, connecting with Japanese partners, and facilitating communication between Serbian and Japanese stakeholders.

It’s essential to acknowledge that the challenges that exist are most often successfully overcome due to a clear mutual willingness to cooperate and the readiness of Japanese companies to invest time and effort in understanding the local context. In the long run, these efforts yield quality partnerships that endure and evolve.

What key message would you convey to the domestic business community regarding a long-term partnership with Japan?

The key message to the domestic business community is that Serbia and Japan have a long-standing partnership that dates back more than 140 years. It represents an exceptional opportunity for stable and sustainable development. Since Prime Minister Abe visited Serbia, Japan has been particularly committed to enhancing cooperation with the Western Balkans, and Serbia plays a signiﬁcant role in this strategy. Japan is actively working to create a stable and predictable international environment, and the Western Balkans is no exception. The increase of cooperation with Europe is directly in Japan’s interest, and they strongly support Serbia in its process of integration.

In this context, the Japanese Business Alliance in Serbia plays an important role in strengthening this cooperation. We are actively supporting the establishment of a network of organisations in Bosnia and Herzegovina and North Macedonia, and we expect to do the same in Croatia soon. Such regional networking will further contribute to greater coordination and strengthening of ties between business communities throughout Southeast Europe.

We also encourage the Serbian business and academic sectors to capitalise on the opportunities presented by EXPO 2025 in Osaka and initiatives such as “Society 5.0,” which is already a reality in Japan and is rapidly gaining global traction. These platforms offer a unique opportunity to stay informed about the latest technological trends, establish new partnerships, and develop innovative solutions that could greatly beneﬁt Serbia.

By investing in long-term relationships with Japan, the domestic business community not only opens the doors to new investments and knowledge but also lays the foundations for a stable and successful future in an increasingly dynamic global environment.

SMART SHIFT

Enabling innovation through secure, connected, and automated business solutions

ANGELINA VUČKOVIĆ Country Director Canon Croatia & Area Manager B2B Adria

Canon, the globally recognized Japanese technology company, has long stood for innovation grounded in purpose. At the heart of its mission is Kyosei, the philosophy of living and working together for the common good. While Canon’s name is often associated with hardware — from cameras to multifunctional devices — its real value today lies in helping businesses transform through digital innovation.

In a world where artiﬁcial intelligence and automation are not just buzzwords but business imperatives, Canon brings both heritage and foresight. Across the Adria region, organizations are navigating a new landscape where productivity, cost efﬁciency, and data security must be continuously reimagined.

We spoke with Angelina Vučković, Country Director Canon Croatia & Area Manager B2B Adria, about how Canon is shaping the future of work, the evolving needs of companies in the region, and why AI is no longer a distant concept but a current driver of growth.

AI and automation are reshaping how companies operate across the globe. What are you seeing in the Adria region?

Businesses in our region are embracing digital transformation, but the pace varies. What’s clear is that AI and automation are no longer optional. They’re essential for staying competitive. Whether it’s increasing productivity, optimizing costs, or strengthening IT security, these technologies are enabling companies to work smarter and more securely.

AI AND AUTOMATION ARE NO LONGER OPTIONAL. THEY’RE ESSENTIAL FOR STAYING COMPETITIVE

What we’re also seeing is a shift in mindset: companies are starting to see technology not just as a tool, but as a strategic partner in their long-term growth. Canon’s role is to support that shift, not just with products, but with guidance, expertise, and integrated solutions.

In practical terms, where is AI already making a difference?

One key area is document and workflow management. Canon’s AI-driven solutions can, for example, analyze user behavior, streamline resource allocation, and improve document security.

But it goes beyond efﬁciency. AI enables real-time decision-making, predictive insights, and even anomaly detection in IT environments. By reducing the need for repetitive tasks, it frees up people to focus on creative, strategic work. That’s where the real value is.

But implementation isn’t always smooth. What are the main barriers companies face?

True, the potential is there, but the challenges are real. Integrating AI into existing systems can be complex, especially when IT teams are already stretched thin. There’s also a shortage of specialized talent, and cybersecurity concerns are growing.

Our Workspace IT Barometer research shows that IT leaders spend much of their time managing migration to the cloud, automation, and especially security. That’s why we design solutions that are not only powerful, but intuitive, and that integrate seamlessly into platforms companies are already using, like Microsoft 365, Google Workspace, or Teams.

SECURITY ISN’T AN ADD-ON; IT’S BUILT IN FROM THE START

Speaking of security — how does AI impact it, and how does Canon support companies in staying protected?

AI opens up incredible possibilities, but also new risks. Cyber threats are becoming more sophisticated, and traditional security models aren’t enough.

Canon has responded by developing solutions that incorporate AIpowered security, from intelligent access controls to real-time anomaly detection on multifunctional devices. We also enable secure cloud integration, so teams can scan, print, and share documents safely from anywhere.

Security isn’t an add-on; it’s built in from the start.

But technology alone isn’t enough. One of the biggest and often overlooked risks is still the human factor. No matter how advanced the tools, employees need to understand digital risks and be equipped to follow secure, compliant practices. That’s why education, user-friendly design, and fostering a culture of awareness are just as critical as any technical solution.

What about traditional document workﬂows? Are companies still struggling there?

Surprisingly, yes. Many companies still rely on outdated processes like printing in-office just to scan forms, emailing documents to themselves, or storing sensitive files locally. Not only is this inefficient, but it’s also a major security risk.

One data point really stands out: in 2023, 88% of the 19 million documents scanned on Canon multifunctional devices across EMEA were sent via email, despite most of those companies already having invested in cloud platforms. That shows a big gap between the tools we have and how we actually use them.

What needs to change for businesses to close that gap and make better use of digital tools?

It starts with making things simpler. Scanning to the cloud, accessing ﬁles securely, sharing them across teams. These workflows need to be seamless and intuitive.

When employees spend up to two hours a day just looking for information, it’s clear that traditional storage models aren’t working. Our

cloud-connected solutions like Canon Cloud Connector and uniFLOW Online help centralize and secure document management, while also cutting down on paper use, which supports both cost savings and sustainability.

Canon recently hosted Inspiration Days event in Belgrade. How do events like this support your mission?

Events like Canon Inspiration Days are about more than just product showcases — they’re a space for meaningful dialogue. We bring together industry leaders, technology experts, and decision-makers from across the region to explore how innovation is transforming the way we work.

This year, we focused heavily on the role of AI and cybersecurity in business. A key moment of the day was the panel discussion, featuring insights from experts Nevena Conić from IDC, Jelena Jovanović from the Chamber of Commerce, and Sergej Stolić from A1. The conversation delved into how businesses can leverage AI to drive growth while also securing their data and future-prooﬁng their operations.

Later, we showcased Canon’s own technology, with a special focus on the AI-powered imageFORCE C7165. Attendees had the opportunity to experience ﬁrst-hand how our AI solutions are streamlining workflows and enhancing data security. The energy and openness of the discussions were clear indicators that companies are eager to take the next step in their digital transformation — they just need the right support.

Looking ahead, where will Canon place its biggest focus in the coming years?

Our top priorities will continue to be digital transformation, data security, and enabling smarter workflows. We’ll keep investing in technologies that help organizations grow sustainably, stay secure, and adapt quickly to change. But more importantly, we’ll keep working closely with our partners by sharing knowledge, offering local support, and helping them unlock the full potential of their existing tools.

As the digital landscape evolves, Canon is proving that it is not just a hardware or service provider but a trusted partner in transformation. Guided by a deep-rooted belief in collaboration and innovation, Canon continues to support businesses across the Adria region in building smarter, safer, and more sustainable futures. Whether through intelligent automation, secure cloud workﬂows, or knowledge-sharing events like Inspiration Days, the company’s mission is clear: to empower others through technology that works with them, not just for them.

The Canon Inspiration Days event in Serbia offered insight into trends in artificial intelligence, cybersecurity, and solutions that are shaping the future of business.

Photo:

Zoran Mirčetić

TOWARDS A SMARTER AND GREENER ECONOMY

Exploring Japan–Serbia cooperation in innovation, investment and sustainable development

GORAN PEKEZ

Chairman of the Board of the Japanese Business Alliance in Serbia (JBAS)

Goran Pekez, Chairman of the Board of the Japanese Business Alliance in Serbia (JBAS) and Corporate Affairs and Communications Director for the Western Balkans at Japan Tobacco International (JTI), discusses Japanese investments, regional cooperation, and prospects for sustainable development in Serbia and the wider region.

How would you assess the current level of economic cooperation between Japan and Serbia? Which sectors do you believe hold the greatest potential for further development?

Economic cooperation between Japan and Serbia is currently at a very high level and continues to grow in a direction that promises even stronger partnerships in the future. Over 30 Japanese companies are operating in Serbia, including 15 manufacturing facilities. If we also count exporters, importers and distributors, that number exceeds 60. Last year marked a signiﬁcant milestone when Serbia hosted the largest-ever Japanese business delegation, with representatives from 70 companies. Their strong interest in investing and expanding their operations here shows that Japan sees Serbia as a serious and reliable partner. This is supported by several factors

- well-developed industrial centres, a skilled workforce with good English proﬁciency, favourable investment conditions, an extensive network of trade agreements, and a stable business environment.

Japanese institutions and organisations such as the Embassy of Japan to Serbia, JETRO (Japan External Trade Organization) and JICA (Japan International Cooperation Agency) provide strong support to the Japanese Business Alliance in Serbia (JBAS) in helping Japanese companies better understand the Serbian market, ﬁnd the right partners, and start doing business here more easily.

As for sectors with the greatest growth potential, it’s hard to single out just one. Serbia offers competitive advantages in many areas. Beyond the traditionally strong industrial manufacturing sector, opportunities are increasingly emerging in areas such as digitisation, smart cities, energy, healthcare, artiﬁcial intelligence, and process automation - all aligned with Japan’s strategic vision, “Society 5.0,” initiative, which we are gradually implementing here in Serbia as well. There is also a

GREEN TRANSFORMATION IS NO LONGER A CHOICE

Photo:

growing interest in projects related to environmental protection and energy efﬁciency, indicating a breadth of opportunities for new partnerships and investments.

Japanese companies are recognised in Serbia for their technological sophistication and business culture. What new investments or projects is JBAS currently monitoring or supporting?

Currently, one of the most signiﬁcant directions of our activity is the “Society 5.0” initiative in Serbia - a concept developed by the Japanese government in 2016, which represents a “super-smart society” centred on people, where technological advancements are applied to enhance human well-being and everyday life. This initiative focuses on integrating advanced technologies in key sectors, including smart cities, renewable energy, industrial process automation, and advanced healthcare, to create sustainable solutions to global challenges such as climate change, an ageing population, and more efﬁcient resource management.

It is also important to note that EXPO 2025 in Osaka further inspires us, as its theme, “Designing the future society for our lives”, is directly related to the principles of Society 5.0. In this sense, the exhibition in Japan not only provides insight into the latest technological solutions but also encourages us to consider how we can adapt and implement them in Serbian society and economy.

What roles do sustainability and green transformation play in Japanese-Serbian economic relations? Are there any joint projects planned in these areas?

Sustainable development and green transformation are becoming an increasingly important pillar of cooperation between Japan and Serbia. Japanese companies, renowned for their high environmental standards and innovative technologies, make signiﬁcant contributions to Serbia’s efforts to transition to more efﬁcient and environmentally friendly economic models.

We already have several concrete examples of successful collaboration in sustainability. One such example is the initiative by Toyo Tire, which, recognising the importance of environmental protection and following principles of corporate social responsibility, opened the “Taiyo” solar power plant in Inđija in 2023. This investment represents their contribution to the development of green energy and a healthier living environment, with an estimated reduction of about 200,000 tons of CO2 emissions over the plant’s lifetime. Similarly, the waste-to-energy plant in Vinča, developed with support from the Japanese company Itochu and the Japan International Cooperation Agency (JICA), is expected to reduce CO2 emissions by approximately 210,000 tons annually. Japanese technology has also made a signiﬁcant contribution to modernising Serbia’s energy sector. For example, the flue gas desulfurisation system at the Nikola Tesla A Thermal Power Plant reduced sulfur dioxide emissions by up to 30 times, and the same technology is currently being implemented at block B of the same plant. These projects not only improve air quality but also help Serbia align with European environmental standards.

One of the potential future projects gaining attention is the Bistrica Reversible Hydroelectric Plant, which is being developed as a long-term solution for energy storage and stabilisation of the energy system, a key factor for a reliable shift to renewable energy sources. Working together on these projects not only promotes environmental responsibility but also creates opportunities for new investments, technology transfer, and long-term partnerships. Green transformation is no longer a choice but a necessity, and we are glad that Japan-Serbia cooperation is moving towards concrete and measurable results in this ﬁeld.

TECHNOLOGY MUST SERVE PEOPLE

To what extent are digital transformation and innovation present in Japan-Serbia economic cooperation? Is there room for stronger connections in the IT sector and the startup ecosystem?

Digital transformation and innovation are becoming increasingly important within Japan-Serbia cooperation, and I believe this area holds great potential for the future. Serbia boasts a highly skilled IT sector, featuring educated and creative professionals, a well-developed infrastructure, and a growing number of startups that closely follow global trends. During last year’s visit of the Japanese business delegation, a visit to the Science and Technology Park in Novi Sad was organised. The guests had the opportunity to see ﬁrsthand the innovative solutions coming from Serbia, as well as meet talented young experts behind them. Their response was extremely positive.

The support that Japanese institutions provide to this sector is also an important signal. The Ambassador of Japan to Serbia, His Excellency Mr. Akira Imamura, recently visited the innovation centres in Niš and Novi Sad, thereby showing a concrete commitment to supporting digital development and entrepreneurship in Serbia. JBAS also actively supports such initiatives, recognising them as crucial for long-term sustainable growth.

Collaboration is further strengthened through concrete programs, such as the “Ninja” program, which connects Serbian startups with Japanese partners and investors, aiming to provide our young tech companies with access to knowledge, capital, and new markets. At the same time, through the active cooperation of science and technology parks and joint projects, preconditions are created for an even stronger institutional connection.

Additionally, digitalisation of public services in Serbia—including eHealth and digital governance—opens new opportunities for cooperation. Japanese companies, with their expertise in innovative solutions and digital infrastructure, can be valuable partners in this process, particularly in areas such as smart cities, automation, and sharing best practices in the public sector.

How important is the cultural dimension in the economic relations between Japan and Serbia, and how does JBAS nurture and promote mutual understanding?

The cultural dimension in economic relations between Japan and Serbia is of great importance. Japanese companies operate on the principles of longterm relationships and trust, which is why we seize every opportunity to support the building of ties between Serbian and Japanese companies, helping them meet, get to know each other, and develop cooperation in line with their respective business cultures. Differences certainly exist, but our experience shows that it is precisely through direct interaction and joint projects that they become a bridge, not an obstacle. JBAS is here to accompany members at every step, from the initial meeting to the establishment of stable partnerships, offering support in communication, knowledge exchange, and the adaptation of local business approaches.

In this sense, we view EXPO 2025 in Osaka as an excellent opportunity to deepen our mutual understanding further. One of our members (JTI) is sponsoring a cultural program at the Serbian pavilion, which will involve joint performances of Serbian and Japanese musicians. Together with the Serbian Chamber of Commerce and the Embassy of Japan in Belgrade, we designed a rich and carefully structured support platform for our members. It includes visits to some of Japan’s most advanced smart cities, direct connections with Japanese companies and institutions, as well as discussions on joint projects that can bring concrete beneﬁts to the Serbian economy.

Through such initiatives, our members not only expand their business horizons but also learn how to cooperate with Japanese colleagues in the spirit of mutual respect and trust, which is the foundation of any successful Japanese business practice.

FROM BELGRADE TO OSAKA

HOW IS FORCEMAN TECHNOLOGIES BUILDING SOCIETY 5.0?

A Serbian company contributes to a global vision where technology serves humanity through innovations that go beyond conventional digitalisation.

ALEKSANDAR NESTOROV CEO, Forceman Technologies

Dr Aleksandar Nestorov, CEO of Forceman Technologies, shares insights into how the company combines engineering expertise, software innovation, and Japanese business philosophy to help shape the future of Society 5.0.

Forceman Technologies will mark its tenth anniversary next year. How would you summarise a decade of development – from the initial idea to your current market position?

Forceman Technologies is a Serbian company that has positioned itself as a key player in global industrial transformation. Through innovative software solutions such as Forceman Commander, the company enables labour-intensive organisations to optimise workforce management, reduce costs, and increase productivity. By integrating Japanese knowledge management philosophy with modern digital tools, Forceman Technologies not only improves business processes but also contributes to the global vision of Society 5.0 –a society that balances technological progress with human values. TRUE INNOVATION TAKES TIME

Over the past decade, Forceman Technologies has evolved from an ambitious idea into a recognised leader in workforce management. The entire tenyear period has been dedicated to developing Forceman Commander, our flagship software solution, resulting in a comprehensive, innovative system for managing knowledge and qualiﬁcations in labour-intensive environments. We have distinguished ourselves as pioneers in digitalisation within this ﬁeld, not only in the region but also beyond, because we are not a typical software company – we are an engineering organisation offering software-based solutions. We approach digitalisation only after

processes have ﬁrst been optimised using traditional methods. Our competitive advantage lies in owning innovations in areas that few experts, either in Serbia or globally, address in this way.

Your company relies on the Japanese concept of knowledge management, which you successfully integrate through modern software tools. What is the essence of this method, and how does it function in the digital environment of the 21st century?

The Japanese concept of knowledge management, rooted in Lean methodology, offers a structured approach to eliminating waste in business processes. A key aspect of the Lean philosophy is the optimal use of employees’ knowledge and talents – a resource often overlooked in many organisations.

WE CREATE TECHNOLOGY THAT SERVES PEOPLE

Our company recognised the lack of practical application of Lean tools in the area of efficiently utilising available talent and knowledge. We enhanced traditional tools by introducing innovative elements and newly developed impact factors. As a result, we created an intelligent system that enables process owners to manage task allocation based on qualifications, process control, and knowledge management in just a few simple steps. Forceman Commander has thus set new standards in global business while increasing the profitability of the organisations that use it.

You are recognised as one of the few domestic members of the Japanese Business Alliance in Serbia (JBAS). What does this recognition mean to you, and how is this cooperation evolving?

Membership in the Japanese Business Alliance in Serbia (JBAS) is a signiﬁcant recognition for Forceman Technologies, as it afﬁrms the company’s alignment with the values of Japanese business philosophy. Our company actively contributes to promoting innovations that merge traditional Japanese principles and Lean methodology with modern digital solutions developed in Serbia.

Forceman Technologies participates in initiatives within the Japanese community that prioritise people at the centre of business processes, aligning with the Society 5.0 concept. Our close cooperation with Japanese companies offers valuable insight into global technological trends, as Japan is a leader in innovation and industrial digitalisation. This form of collaboration motivates us to continue developing our solutions while also tracking and applying new trends in digital transformation.

How would you describe Forceman Technologies’ current position in the Serbian market and beyond? Which industries are currently your most important partners?

What sets Forceman Technologies apart in the market is our complementary offer. In addition to software solutions, we provide expert process knowledge, which is a crucial preliminary step toward successful digitalisation. Simply put, Forceman Technologies specialises in complex processes where the human factor plays a central role. Whether in industrial production, logistics, or quality management systems, our solutions deliver full optimisation and maximum efﬁciency. This unique combination of technological innovation and expertise makes us a reliable partner for companies seeking advanced digital transformation of their operations.

Our most important partners come from the automotive, aviation, and pharmaceutical industries, where qualiﬁcation management requirements are particularly high. In addition to these sectors, our solutions are also applied across various other industries where organisations seek smart tools for optimising costs and boosting productivity.

The vision of EXPO Osaka 2025 is Society 5.0 – a society built on harmony between technology and human values. How does Forceman Technologies align with this vision?

EXPO Osaka 2025 is conceived as a global platform for innovation, with the concept of Society 5.0 representing a balance between technological advancement and human values. This approach not only enhances digitalisation but ensures that progress in technology directly contributes to the quality of life.

Forceman Technologies aligns seamlessly with this vision through intelligent software systems that utilise artiﬁcial intelligence to enhance productivity and minimise waste in industry, digitise work processes, and integrate real-time data to support informed decision-making and increase business agility.

EXPO Osaka 2025 will be a hub of global ideas, and our company has the opportunity to contribute to building a sustainable and inclusive society through innovative digital solutions.

Innovation is at the heart of your business. What are you currently working on, and which technologies do you plan to develop in the near future?

In the age of artiﬁcial intelligence, one of our latest development directions involves integrating employees’ psycho-physical condition into data analysis. This approach enables more effective task allocation by considering an individual’s mental and physical state, thereby enhancing both productivity and employee satisfaction.

To successfully implement this model, Forceman Technologies employs advanced AI tools that enable the automatic analysis and adaptation of work processes. Our engineers are actively working on the practical application of this system, to introduce it into real business environments soon.

This innovative approach can signiﬁcantly contribute to workforce optimisation, reducing employee stress and fatigue, and increasing the overall efﬁciency of business operations.

One of the pillars of your business is the development of software solutions for learning and knowledge management within organisations. How do your Learning Management System platforms speciﬁcally help companies improve internal processes and retain expertise?

Forceman Technologies platforms are designed to automate training processes, enhance employee progress tracking, and ensure continuous development of expertise. The key value of this system lies in cost optimisation, as it enables precise planning of training activities, preventing unnecessary sessions and ensuring that companies invest only in the critical knowledge that directly supports business success. Our approach to knowledge digitalisation not only helps companies retain essential skills but also proactively develops them, creating smart, flexible learning systems that evolve in tandem with the organisation.

If you had to choose one value or principle that has deﬁned your company’s journey, what would it be?

Patience lies at the heart of Forceman Technologies’ philosophy, shaping lasting innovation, strategic development, and sustainable business solutions. This principle is not passive waiting, but an active process of reﬁnement, trend adaptation, and thoughtful planning that ensures long-term competitiveness. Our methodology demonstrates that true innovation takes time—enduring technologies are not passing trends, but carefully developed long-term values.

Patient reﬁnement of methodologies leads to precision, allowing companies to achieve maximum efﬁciency without compromise. Partnerships built on patience foster sustainable growth, turning business relationships into solid foundations for the future.

Between the Trumpets of Zion and the New Abraham Accords

A journey through Israel’s uneasy present and echoes of its turbulent past

The press tour in Israel was organised between 18 and 22 May this year, prior to the latest escalation of the conflict between Israel and Iran.

There are hardly any tourists or pilgrims in Jerusalem these days. Sirens warning of ballistic missiles launched by the Houthis from Yemen go off every three to four days. At the same time, young people play volleyball late into the night on Tel Aviv’s beaches – as if, just 70 kilometres further south on that same sand, a bloody war isn’t being fought.

The sound of the siren woke me at 3 am on the seventh floor of the Dan Tel Aviv Hotel, overlooking the Mediterranean Sea. I checked the website of a local daily. I saw that alarms had been triggered in numerous central Israeli cities, following the launch of a ballistic missile from Houthi positions in Yemen. Like most of those coming from that direction, the missile had been intercepted by the Israel Defence Forces (IDF).

I didn’t go to the shelter – the danger had already passed – but a colleague of mine had run to the “safe room” as soon as the siren sounded. Each hotel floor has one – a kind of concrete bunker. She said she found two Americans there in their underwear, who had jumped straight out of bed and beaten her to it.

“Blow the trumpet in Zion! Sound the alarm on my holy hill! Let all who live in the land tremble, for the day of the Lord is coming. It

EACH

HOTEL FLOOR HAS A SAFE ROOM – A KIND OF CONCRETE BUNKER

is close at hand,” I recalled the verse from the Bible. Air raid sirens have replaced the trumpets of Zion, and Israel has been living with this reality for nearly 77 years, ever since its founding.

“I believe that during your stay in Israel, you’ll have the chance to hear the sirens and head to a shelter – it happens every three or four days,” said Itay Milner, Head of the Media Department at the Israeli Ministry of Foreign Affairs, during a briefing in Jerusalem on our first day. A group of journalists from Serbia and Montenegro spent four days in Israel to better understand the country’s efforts to counter negative media narratives in many parts of the world, which have intensified since the start of the Gaza conflict in October 2023.

Milner told us that, with the help of AI, they’re collecting global media clippings: “For now, only in English – no need to worry!” he said with a smile. The project aims to help Israelis understand the roots of the issues facing both the country and Jewish communities worldwide over the past year and a half.

The morning after the air raid alert, we woke up to the news that two young employees of the Israeli Embassy in Washington had been killed. The suspect, Elias Rodriguez, was arrested at the scene and confessed to the murders, saying he had done it “for Gaza.” The attack happened as the two staff members were leaving an event at a museum. According to officials, the assailant shot them at close range. Both victims – a man and a woman – died on the spot. The killer, of Latino

Lunch with a Druze Family

View of Syria

background and not a Muslim, repeatedly shouted “Free Palestine!”

This news was a stark confirmation of what we had discussed with Itay Milner on our first day at the Ministry of Foreign Affairs. Both Israel and Jews across the globe – even in traditionally allied countries like the United States – are facing a serious issue. It’s not just about reputation, nor is it confined to Muslim communities.

Milner expressed particular frustration with some European countries, whose officials, he claims, sometimes make harsher statements about Israel than others in the region. For instance, the foreign minister of the UAE recently stated that the release of all hostages must be a precondition for the resumption of peace talks. The UAE, along with Bahrain, was part of the Abraham Accords – an agreement brokered by Donald Trump in September 2020, near the end of his first term, which normalised relations between Israel and the two Gulf Arab states.

Itay Milner believes that the October 7th attack was, in part, intended to halt the expansion of the Abraham Accords – the normalisation of relations with Israel – to additional Arab countries, particularly the region’s key player, Saudi Arabia.

Those of us who follow the diplomatic scene in Belgrade are well aware that ambassadors from certain Arab and Islamic countries are strictly forbidden from shaking hands, toasting, or even appearing in the same photograph as the Israeli ambassador. Among the countries with embassies in Belgrade that

WE TEND TO DISLIKE THOSE WHO ARE MORE SUCCESSFUL AND WEALTHIER THAN WE ARE

enforce such restrictions are Algeria, Tunisia, Libya, Syria, Lebanon, and Iran. Time will tell whether Trump, if re-elected, will manage to extend the Abraham Accords to more Arab and Islamic nations.

On our first day, we visited Yad Vashem – the museum and memorial complex dedicated to Holocaust victims, as well as to the “Righteous Among the Nations,” those across Europe who risked their lives to hide and save Jews during World War II. When I first visited Yad Vashem in 1998, on the occasion of Israel’s 50th anniversary, I was part of a delegation of Serbian city officials twinned with Israeli cities, led by Klara Mandić. Since then, in 2005, a new museum building was opened. Yad Vashem was established in 1953 and covers 18 hectares on the western slopes of Mount Herzl.

Our guide through the museum was an elderly woman whose parents were among the few Polish Jews to survive the Holocaust.

The museum was packed – not with tourists, but with members of the IDF: young men and women in uniform learning about what happened to their ancestors in Europe more than 80 years ago.

We then headed to Jerusalem’s Old City, which, unlike my previous visits in 1998 and 2014, when it was nearly impossible to walk through the crowds, now felt pleasantly quiet. Souvenir shop owners and other workers in the Old City lament that they had only just begun to recover in 2022 after two pandemic years with virtually no tourists, only to be struck again in 2023 by the Hamas attack on October 7th and the ensuing war in Gaza. That conflict continues to deter many pilgrims and tourists from visiting the city’s holy sites. Aside from a few locals, the streets were mostly empty, except for a handful of small groups attending international conferences held in Israel’s capital.

Inside the Church of the Holy Sepulchre, I shared a story with my fellow travellers from a visit back in 1998, when among the Serbian delegation was Živorad Igić (1942–2003), then President of the Provincial Committee of

Idit Ohel in front of Alon's yellow piano at Hostages Square

Yad Vashem

the Socialist Party of Serbia for Kosovo and Metohija. Unlike some other politicians on the trip, Živorad was kind and likeable. He moved quietly through the church, attentively listening to the guide and jotting everything down in a small notebook. I asked him what he was doing.

“Crucified? Rose on the third day? This is fascinating material. I’m going to publish it all with my friend Radević in the Novi Sad daily Dnevnik,” he replied. I didn’t have the heart to tell him the story had already been written –and that it’s called the Bible.

After my second visit to Israel in 2014, I wrote a piece for the Facebook page of the Israeli Embassy in Belgrade titled Where Does Our Antisemitism Come From? During a day trip to Jerusalem from a cruise ship docked in the port of Haifa, I was taken aback by the open antisemitism expressed by

THE

ATMOSPHERE IS ONE OF CELEBRATION AND LIFE

many in our group throughout the bus ride. Whispered comments flew around: “They only care about money and gold!”, or bizarre questions like, “How do you explain that no Jews died in the 9/11 Twin Tower attacks?” (!?). After the guide retold Moses leading the Israelites out of Egyptian slavery, someone said, “Aha, so it was our guy – a Christian –who saved them!”

It’s important to note that these weren’t uneducated villagers from rural eastern Serbia or hot-headed teenagers. These were people from the so-called “upper middle class,” the kind who can afford a ten-day cruise: business

owners, car dealership operators, former directors of socialist-era industrial giants – men and women between 40 and 60 years old. I’m pretty sure none of them had ever even met a Jew in their lives. No Jewish boss ever made their life difficult, no Jew ever “poisoned their water.”

So, how does someone in Serbia grow to harbour such antisemitism? I believe the root lies in the propaganda during Milošević’s era, particularly during the NATO bombing, when figures like Madeleine Albright, George Soros, and “the American Jews” were blamed for everything. That’s what singers Maja Nikolić and Miloš Bojanić were referring to when, in 2014, they publicly stated on reality TV – watched by millions – that they hated Jews “because they bombed Serbia.”

The second reason is universal – we tend to dislike those who are more successful and wealthier than we are. Those who make up just 0.1% of the world’s population account for 40% of Nobel Prize winners in medicine. Those who, in the 1967 war, fought against all four of their neighbours and, in just six days, captured the Golan Heights, the West Bank, East Jerusalem, Gaza, and Sinai. We, with a similar population size, have barely produced one Nobel laureate and, after a century of warfare, ended up losing everything there was to lose.

The third reason is ignorance. When someone says Moses was “a Christian who saved the Jews from Egyptian slavery” – while also claiming to be a believer, regularly attending church, and celebrating religious holidays –you can’t expect much understanding of global historical currents.

This time, our group consisted of 15 journalists from Serbia and Montenegro, and thankfully, there were no such comments. There were fair, rational questions posed to our

12 Children Killed on Football Field

Western Wall

Israeli hosts regarding the disproportionate and indiscriminate use of force in Gaza, but no antisemitism or basic historical confusion.

However, every post I shared on social media during this trip, especially the video from the memorial site of the Nova Festival massacre, was flooded with openly antisemitic comments.

From one of the shops in the Old City, I heard the song Jerusalem of Gold (YerushalayimShelZahav) – the same melody Steven Spielberg used in the final scene of Schindler’s List, when the surviving Jews walk free from the camp. The film shifts into colour as the real-life “Schindler Jews,” with their children and grandchildren, place pebbles on Oskar and Emilie Schindler’s grave.

The song was written in 1967 by Naomi Shemer. After the Six-Day War that same year, when Israeli soldiers reached the walls of the

SHE RELIVES THE HORROR EVERY TIME SHE TELLS THE STORY

former Temple of Solomon and began singing Jerusalem of Gold, it became something of an unofficial national anthem of the Jewish state.

“The Wailing Wall is a misnomer for what is the Western Wall of Solomon’s Temple,” our guide explains, noting that mourning takes place there only once a year, on the day of the Temple’s destruction. On the remaining 364 days, the atmosphere is one of celebration and life. Even those of us who are not Jewish are welcome to approach the wall, touch it, slip in a note with a wish or prayer, or sit on one of

the plastic chairs in front of it and take in the ambience. Men pray on the left, women on the right, separated by a tall divider.

The next day, we headed south, near the town of Netivot, close to the Gaza border, to a memorial known as the Car Wall. It’s a structure made up of 1,600 burned or destroyed vehicles, collected from Highway 232, where many of the victims of the October 7th Hamas attack were killed while fleeing the Nova music festival. Many of the cars still contain the belongings of those who were murdered inside, and next to each vehicle are photographs of the victims. One of the most harrowing stories involved an ambulance where 18 festivalgoers had taken shelter – among them, a wheelchair-bound young woman whose father had taken her to the festival. They were all either shot, bombed, or burned alive by Hamas terrorists.

Dance-Floor-Nova-Festival

Oskar and Emili Sindler

Car-Wall

We continued further south and arrived at the site of the Nova festival massacre. On October 7, 2023, Hamas terrorists stormed the festival grounds in the early morning and killed 378 people – 344 were attendees, while 34 were security staff and police officers. Hen Malka, a survivor of the massacre, shared her traumatic story with us. She said that each time she recounts what happened, she relives the horror and thinks of her friends who were murdered – but that she sees it as her duty to help ensure such things never happen again.

Among the photographs of the victims is that of Mor Cohen, the grandson of Dušan Mihalek from Novi Sad, and Alon Ohel, whose parents also have roots in Novi Sad. He was abducted during the festival, and his fate remains unknown.

Itai Anghel (57) is one of Israel’s most seasoned war correspondents. Over the past 35 years, he has reported from nearly every major conflict zone across the globe — from the collapse of the Soviet Union and the wars in Croatia, Bosnia and Rwanda, to the latest eruptions of violence in the Middle East. A year before Željko Ražnatović, Arkan, was assassinated in Belgrade’s Intercontinental Hotel, Anghel interviewed him in that very place.

We met with Anghel in a Tel Aviv hotel, where he spoke to us about the wars he has witnessed and, with a palpable sense of urgency, the current situation unfolding in Gaza.

The following day, we travelled north to the Misgav Am viewpoint in the Golan Heights, where the Syrian border stretches out before you like a map. There, David Baruh, a reservist major in the Israeli army, walked us through the military history of the area — from the moment Israeli forces took control of the Golan in the Six-Day War of 1967, to the simmering tensions that persist to this day.

Not far from there lies Majdal Shams, a Druze village where, on 27 July last year — just as the eyes of the world turned to Paris for

WHEN SOMEONE DIES, THEIR SOUL PASSES INTO A NEWBORN

the opening of the Olympic Games — a horrific tragedy unfolded. A rocket, fired from Hezbollah-controlled territory in Lebanon, struck a children’s football pitch in the heart of the village. Twelve children were killed instantly — ten boys and two girls.

We spoke with the parents of the victims, who shared how they’ve found the strength to carry on. As they told their stories, a group of local children was back on the same pitch, kicking a ball under the same sky.

Later, we were welcomed into a Druze home nearby, where our host, a warm and spirited woman, prepared a delicious traditional meal and shared with us the customs and beliefs of her community. The Druze believe in reincarnation: when someone dies, their soul passes into a newborn. That’s why, after the funeral, the family no longer visits the grave — doing so, they believe, would disturb the baby now carrying the spirit of the deceased.

The Druze flag, a vibrant spectrum not unlike the Rastafarian one, hung near family portraits on the wall. Our host’s husband, who was once a history professor in Damascus during the era when the Golan was still under Syrian control, proudly showed us photos of his ancestors and family.

The Druze faith emerged in the 11th century as an offshoot of Ismaili Islam, blending gnostic and neoplatonic philosophies into a unique spiritual doctrine. They speak Arabic and follow social customs similar to those of other Arabs in the region. While many Muslims do not consider the Druze part of Islam, the Druze themselves identify as Muslims. Today, their population stands at roughly 360,000 in Lebanon, 280,000 in Syria, 125,300 in Israel, 20,000 in Jordan, and smaller diaspora communities in the United States.

Yahel Vilan served as Israel’s ambassador in Belgrade until August last year, and it took me quite some time, over coffee in a hotel lobby, to explain what is currently happening in Serbia.

Detail from Church of the Holy Sepulchre

Yad Vashem - detail

DRAGICA AND OLGA BARTULOVIĆ

– RIGHTEOUS AMONG THE NATIONS

As we left the Yad Vashem museum and walked through the Garden of the Righteous Among the Nations — where a tree is planted for every person who saved at least one Jew during the Holocaust — we passed plaques dedicated to Oskar and Emilie Schindler, as well as Dragica and Olga Bartulović from Croatia. While Schindler’s story is widely known, who were Olga and Dragica?

These two Serbian women from Split risked their lives to save the Nahmijas family, Jews from Banja Luka.

In April 1941, with the outbreak of war and the annexation of Banja Luka and the rest of Bosnia and Herzegovina into the Nazi puppet state of the Independent State of Croatia (NDH), Samuel Nahmijas — a respected merchant — left for Belgrade, seeking refuge with his mother. His wife Erna and their three children were to join him later. But once the Ustaše authorities discovered Samuel had fled, they arrested Erna and only released her after she paid an enormous ransom. Realising the danger, she had to flee immediately with the children. Belgrade was no longer an option — Jews there were already being rounded up and executed.

A family friend, a lawyer, advised her to head to Dalmatia, then under Italian occupation. He managed to secure forged documents identifying them as Croats from Split.

In Split, Erna connected with members of the local Jewish community and sent a document

He now represents the Israeli government in matters related to the Expo in Osaka this year, as well as the one scheduled for Belgrade in 2027, and he is looking forward to returning to our country.

While the rest of the group headed to dinner, I decided to take a swim in the sea, followed by a stroll along the beautifully arranged promenade to reach my daily goal of 10,000 steps — faithfully tracked by the app on my phone. At 10 p.m., the beaches were packed with young Israelis playing beach volleyball, running, cycling...

My colleague Zlatko Crnogorac responded to my post on the social network X by sharing a poster for the film The Zone of Interest, comparing the carefree beach atmosphere to the film’s central theme: we’re enjoying ourselves by the sea, while on the other side of the fence — in this case, Gaza — lies Auschwitz.

Without delving into whether such comparisons are appropriate, the fact remains that, for the first time, the Jewish people, who for decades held an almost exclusive position as victims, are now facing a massive wave of condemnation over what has unfolded in Gaza over the past year and a half.

On our final day, after the morning siren mentioned at the beginning of this piece, we arrive at Hostage Square in central Tel Aviv, where we are met by Idit Ohel, the mother of Alon Ohel — a young pianist abducted from

to her husband, “proving” that he, too, was from Split, in the hope that it would secure him a travel permit. Not long after, a newspaper clipping arrived listing hostages executed at Tašmajdan — and among them, the name Samuel Nahmijas. However, one day, Samuel appeared at their door. It turned out it was his cousin who had been shot.

Two years later, following Italy’s capitulation in 1943, German forces entered Split and immediately issued posters demanding that all Jews register with the authorities. Erna, Samuel and the children were again in danger. In the same building on Omiška Street where the Nahmijas family was staying, Olga Bartulović, secretly connected to the Partisan movement, lived. She hid Erna and the children in an Orthodox monastery, while she and her sister-in-law, Dragica, led Samuel into the woods.

At the monastery, the family posed as refugees from Serbia. A month later, Olga returned to collect the eldest son, Lazo, and eventually came back for the younger two children as well. Once all three children and Samuel were safely behind Partisan lines, Dragica came for Erna. Dressed as peasant women, they headed to market, passing through numerous military and police checkpoints, and finally reunited with the family.

Thanks to the extraordinary courage and humanity of Dragica and Olga Bartulović, the Nahmijas family survived the Holocaust.

FOR THE FIRST TIME, THE JEWS ARE NO LONGER SEEN ONLY AS VICTIMS

the Nova music festival on 7 October. At the heart of the square stands Alon’s yellow piano, where passers-by are invited to play as they look upon his photograph and the message: #BringThemBack. That morning marked 394 days since Alon was taken into captivity.

Joining us is Yossi Levy, Israel’s ambassador to Serbia from 2011 to 2022. Levy was the first openly gay foreign ambassador posted to Belgrade, arriving with his husband, a Polish national. Despite Serbia’s often homophobic climate, Levy became one of the most wellliked and respected diplomats in the city, thanks mainly to his social acumen and warm presence. He has since written a novel set in the fictional country of Slavia, which happens to share borders with Bosnia, Bulgaria and Montenegro. The manuscript is currently with a Serbian publisher, and from what we hear, quite a few readers may recognise themselves between the lines.

Also arriving at Hostage Square is Dušan Mihalek, originally from Novi Sad. In 1991, he emigrated to Israel with his wife and four

children, determined to prevent his eldest son from being drafted and sent to the siege of Vukovar. Three decades later, tragedy struck again — his grandson, Mor, was killed thousands of miles away during the Hamas attack at the Nova festival. Mor had stayed at home while his mother, Dušan’s daughter, visited her grandmother in Novi Sad. He went to the festival with a friend. The friend survived. Mor did not.

Soon after arriving in Israel back in 1991, Dušan learned Hebrew and became a tour guide. We had the privilege of hearing him speak on the bus from Hostage Square to the Start-Up Nation headquarters — offering commentary on the streets we passed, lesserknown anecdotes from Tel Aviv’s and Israel’s history, and the centuries-old ties between the Jewish and Serbian peoples.

Over lunch, everyone was glued to their phones, anxiously tracking the news of yet another ballistic missile launched by the Houthis — one that had the potential to disrupt our flight back to Belgrade. By the time we reached Ben Gurion Airport, we saw that several flights, including the one to Paris, had been cancelled. Fortunately, the El Al flight to Belgrade taxied off on time, and only once we had safely left Israeli airspace and begun our descent towards Cyprus did a wave of relief wash over the cabin, not unlike the final scene in Argo, when the wheels leave the tarmac. The passengers know they are genuinely free.

Israeli Soldiers at Yad Vashem

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FOCUS ON

FEATURED INTERVIEW

ITALY SEES SERBIA CLEARLY

H.E. Luca Gori

Ambassador of Italy to Serbia

TRAVEL

EMILIA ROMAGNA

A journey through the heart of Italy

ECONOMICAL INTERVIEW BALANCING GROWTH AND RESPONSIBILITY IN SERBIAN-ITALIAN BUSINESS RELATIONS

Romano Rossi

President of the Conﬁndustria Serbia

ITALY SEES SERBIA CLEARLY

How diplomacy, business and shared culture shape a modern alliance

In this exclusive interview for Diplomacy & Commerce, H.E. Luca Gori, Ambassador of Italy to Serbia, reflects on the long-standing ties between the two countries, from historic diplomatic landmarks to modern-day business, science, and cultural exchanges. Drawing on his distinguished diplomatic career in Moscow, Brussels, and Washington, Ambassador Gori offers insights into Italy’s unwavering support for Serbia’s EU path, the evolution of bilateral economic cooperation, and the shared Mediterranean spirit that makes him feel at home in Belgrade.

I want to begin this conversation by inquiring about your diplomatic career. You have served in key positions from Moscow to Washington to Brussels. How have all these experiences shaped your approach and perspective in diplomacy?

Well, to a large extent, because I had the opportunity to serve in different countries and politically signiﬁcant contexts, both for Italy and for Europe’s relations.

In particular, I spent the early years of my diplomatic career in Moscow, and I remember the Russian culture very clearly, as well as the importance of

that stay in understanding Europe from a unique perspective. This perspective is that of a European country with a signiﬁcant Asian dimension.

Then, in Brussels, the experience was primarily focused on the European Union, as I worked for the Italian delegation to the EU. So the most important aspect of that posting was learning how the EU works — or doesn’t work.

WE MUST MOVE FROM TRADITIONAL SECTORS TO THOSE WITH HIGHER TECHNOLOGICAL VALUE TO KEEP PACE WITH SERBIA’S ECONOMIC DEVELOPMENT

But for all of us European diplomats, that European experience is genuinely essential. And then in Washington — I think that’s an extraordinary experience, because in Washington you see how the international agenda is shaped, how the main priorities are deﬁned — not only for the U.S., but for the world. So from a professional point of view, it’s a remarkable experience.

H.E. LUCA GORI Ambassador of Italy to Serbia

All in all, from Moscow to Brussels to Washington — when you’re a diplomat, you travel, you live abroad, and you gain a deep understanding of how important it is to embrace different perspectives, to establish dialogue with those who come from other cultures, who have different interests they are defending. And that, I believe, is the most important lesson I’ve learned — the importance of respecting other people’s cultures, interests, and ideas.

I would also like to ask you how these experiences compare to your current posting in Serbia. Are there any similarities, or perhaps some apparent differences?

Every country, every capital or posting is different. Here in Serbia, what I truly appreciate is the warmth people show toward Italy. One of the ﬁrst things I notice when I introduce myself to a Serbian guest or friend is a smile, which tells me that Italians are very well received in this country. My experience here in Serbia has been excellent in many ways.

There is also a shared history between Italy and Serbia that may not be familiar to all our readers. In 1879, an Italian diplomatic mission was opened in Belgrade — a key milestone in Serbian-Italian relations. This was also influenced by political changes in Italy and the legacy of the so-called Risorgimento. How did that historical moment shape both cultural and diplomatic ties?

KNOWING HISTORY AND GEOPOLITICAL CONTEXT IS ESSENTIAL FOR ANY DIPLOMAT TO UNDERSTAND THEIR MISSION TRULY

It was a pivotal moment for Italy and its foreign policy. We established a diplomatic mission in Serbia just one year after the Congress of Berlin. That highlights the signiﬁcance we attached to our policy toward the Balkan region. The opening of a mission here in Belgrade marked an increased importance of this region in Italian foreign policy.

Indeed, that was a very signiﬁcant moment for our bilateral relations. And of course, everything followed from there, including the construction of this embassy between 1924 and 1926. It is, I must say, a beautiful building, but also a testament to the value we place on our relationship with Serbia. Last year, we celebrated the 100th anniversary of the Italian Embassy’s construction in Belgrade.

But since that moment, we have been working to build ties and relationships with Serbia across all sectors. I remember — if I may quote the great Serbian diplomat and writer Crnjanski — that in 1921, he travelled to Italy. He went to Tuscany, which happens to be the region I come from. In his travel journal, titled “Love in Tuscany,” he wrote that he had travelled to Italy, speciﬁcally to Tuscany, to establish visible and invisible connections between the two peoples and their respective countries.

And that is what we as ambassadors try to do when we are abroad. That is what I am trying to do here in Serbia — to build both visible and invisible connections with Serbia, across all possible sectors.

In the past, you’ve written essays on foreign policy and international relations. How has your academic background inﬂuenced your work in diplomacy?

I genuinely enjoy combining diplomatic activity with intellectual engagement. I strongly believe in the importance of bringing a historical perspective to diplomatic work. Today, we don’t study history nearly enough. And very often, we’re surprised by things happening around us — we tend to think they emerged out of nowhere. But that’s not the case.

There is history, there is context. And understanding that history and geopolitical context are essential for any diplomat to grasp what they are doing truly and to shape the kind of policies that are needed. So the two go hand in hand — one doesn’t work without the other? At least for me, yes. I believe in

combining the academic dimension with diplomatic practice.

Given your experience working on EU-related matters, how do you view Serbia’s path toward European Union membership? And what role can Italy play in supporting Serbia in reaching that goal?

As you know, Italy is probably the EU member state most committed to accelerating the enlargement process toward the Western Balkans — and particularly toward Serbia. In recent years, we have consistently led efforts in Brussels to persuade others that moving in this direction is essential. Today, we must acknowledge that a new momentum is emerging surrounding the enlargement process in the Western Balkans.

It’s important not to miss that momentum. It’s also crucial for Serbia to seize this opportunity, which includes, for example, the opening of Cluster 3. That is a technical step, but one with signiﬁcant political meaning. What we are trying to do now is to encourage Serbia to adopt the necessary reforms to move forward in the integration process. That includes, for instance, the adoption of media laws, which are expected to be discussed in Parliament in the coming weeks.

That also means working in favour of media pluralism, ﬁghting corruption, and passing key legislation related to the electoral process. These are the things being asked by the President of the European Commission. They were also raised by Commissioner Várhelyi, the President of the European Council Charles Michel, and Kaja Kallas during their recent visit to Belgrade. These are the points they strongly emphasised in their discussions with Serbian ofﬁcials.

Serbia and Italy are known for their highly successful economic partnership. There are currently more than 1,200 Italian companies operating in Serbia. How do you see this relationship developing in the future? We have to evolve. Many Italian companies arrived in Serbia after the year 2000, particularly during the ﬁrst decade of the 21st century. And of course, at that time, Serbia was a very different country. Today, Serbia is no longer a low-cost country. If you want to invest here, you must consider several key factors.

For us — and especially for me, as ambassador here — my role is to help our companies understand that this is a country transitioning from a lowcost model to one with a different kind of industrial and economic environment. Now we need to invest in new sectors that have a more advanced technological component. We must transition, so to speak, from traditional sectors to new ones to remain aligned with Serbia’s evolving economic development.

Are there any projects or initiatives in that regard that you would like to highlight?

Over the past two years, we have organised three business forums — two here in Serbia and one in Trieste. The most recent one took place on January 31 of this year. Serbia is the only country with which we have organised three business forums in just two years, which says a great deal about the importance we place on our bilateral relationship. It also reflects the strong interest within the Italian business community in this region, and especially in Serbia.

We have also strengthened the institutional presence of what we call the “Italy System” here in Belgrade. We now have Cassa Depositi e Prestiti, our development bank, which has opened an ofﬁce in Belgrade. We also have SACE and SIMEST, our key ﬁnancial institutions. We therefore have a robust institutional framework in place in Belgrade to support investments and bilateral trade between Italy and Serbia.

You mentioned trade, and it is reported that the annual exchange exceeds € 4.5 billion. Which sectors do you consider the most promising for cooperation?

At the business forum we organised, we mainly focused on three sectors: agriculture — particularly agribusiness — as the ﬁrst; green and energy transition, as the second; and ﬁnally, digital and other types of infrastructure. These are the sectors we see as the most promising for strengthening the bilateral relationship between Italy and Serbia.

In the years following the COVID-19 pandemic, scientiﬁc cooperation has played a crucial role, not only between Serbia and Italy but also globally. However, the best examples of that cooperation for our two countries are, of course, the scientiﬁc forums held in Belgrade and Trieste.

Do you believe these activities are shaping the future of bilateral cooperation between Serbia and Italy? And what new potential has emerged in that regard?

I am very proud of the scientific cooperation we’ve developed between Italy and Serbia. As you rightly mentioned, we have organised two scientific forums and succeeded in bringing together a large number of Italian and Serbian scientists. On those occasions, we launched many joint projects and signed numerous agreements and memoranda of understanding. Specifically, we signed a bilateral agreement on technological innovation between Italy and Serbia.

We have established highly productive cooperation with all major scientiﬁc institutions in Serbia, including the Institute for Artiﬁcial Intelligence in Novi Sad and the BioSense Institute, as well as with the country’s science and technology parks.

IN BELGRADE, I FEEL AT HOME — IT’S A EUROPEAN CAPITAL WITH MANY EASTERN LAYERS THAT MAKE IT TRULY UNIQUE

I’ve visited all of these parks. They have, for instance, established cooperation with the Area Science Park in Trieste and the Human Technopole in Milan. So we’ve truly made an effort to build consistent collaboration among all these different institutions.

Let me also mention that one of our goals in the coming months is to open an Italy–Serbia innovation centre in Niš. This is a process still in progress, but I’m pretty conﬁdent that we’ll be able to realise it by the end of the year.

Of course, I wish you the best of luck with that, and I truly hope it comes to fruition. Now, there’s a topic that always comes up in both Serbia and Italy — and that’s football. There’s a strong connection between Serbian and Italian fans. We’ve seen Serbian players in Italian

clubs — the most recent example for my generation would be Vlahović — but also Italian coaches working in Serbia. What role do you think sport can play in diplomacy?

A very important one. Notably, the Italian Ministry of Foreign Affairs has a dedicated department for sports diplomacy. So today, sports diplomacy is ofﬁcially part of our institutional approach.

So, it’s oﬃcially part of the structure?

Yes, it’s ofﬁcially part of our institutional approach to foreign policy and diplomacy. Our Foreign Minister, Antonio Tajani, places a great deal of emphasis on sports diplomacy. And here in Serbia, as you mentioned, it’s pretty natural — because we have so many ties, not only in football, but also in basketball, volleyball, water polo, and tennis. There’s truly enormous potential for bilateral relations in these areas as well. In the past, we’ve organised several events related to sports diplomacy.

Let me speciﬁcally mention the Partita del Cuore, as we call it — a football match between the Italian national team of actors and singers and the legendary veterans of Red Star Belgrade. We held that event in Belgrade, in collaboration with Intesa and the Novak Djokovic Foundation. All the funds raised from that event were used to build a kindergarten in Raška.

As you already mentioned, you were born in Tuscany — in Florence, if I understood correctly. That city is renowned for its art, history, and rich culture. Is there something from Florence that you would like to bring to Belgrade?

I would say Florence can preserve the beauty of its old city — the beauty of tradition — while also embracing the need to modernise its way of life and the city itself. That’s a major challenge for Florence, but also a signiﬁcant challenge for Belgrade. We see many new developments in this city.

There are strong efforts to modernise, but at the same time, you must preserve your identity and cultural heritage. I believe we’ve succeeded in that in Florence, and I hope it can serve as an example for Belgrade.

When it comes to Italy, we can’t help but mention wine. Serbia also has a rich winemaking tradition. What role can Italian wines play in the Serbian market, and what potential do you see for future cooperation between Serbian and Italian winemakers?

I am deﬁnitely one of the sectors where our cooperation is growing, and it’s also an area where Serbia is making remarkable progress — I can conﬁrm that. Italy exports around 8 million euros worth of wine annually to Serbia. Alongside France, we are the top wine exporters in the EU.

We participate in the “Wine Vision” fair every year in Belgrade, which is truly a fantastic event. Each year, we host around 50 to 60 Italian companies, particularly from Verona, and the Vinitaly fair — the world’s most renowned wine exhibition. So, at the Wine Vision fair in Belgrade, we are very well represented.

Of course, Wine Vision is not just an opportunity to sell wine, but also to establish partnerships between Italian and Serbian producers or exporters. It’s also an excellent opportunity to educate the public about different types and qualities of wine.

To that end, we’ve organised — and will continue to manage — masterclasses in wine tasting, which is an activity we’re committed to continuing in the future.

Naturally, I also believe there’s potential for developing joint projects. In Italy, wine is deeply linked to tourism. In many regions, visitors can enjoy not only nature — for example, the countryside around Florence — but also ﬁne wine and good food.

ITALY IS THE EU COUNTRY MOST COMMITTED TO ACCELERATING SERBIA’S PATH TO EUROPEAN INTEGRATION

Therefore, combining these types of experiences and transforming them into attractive offers for tourists is crucial for Italy, and I believe it’s equally relevant for Serbia. This is a sector where our two countries can truly work together.

One last question — I’d like to ask: What are your favourite places in Belgrade since you arrived here? And what aspects of Serbia do you enjoy the most?

There are many places I enjoy here in Belgrade. First of all, what I like about Belgrade is that, on the one hand, it’s a European capital — I feel at home here. On the other hand, it’s not just a Western European capital. It’s a city where you can ﬁnd many different “East(s)” — the East of Russia, the East of China, the East of Turkey, of Israel, of the Emirates... That mix is genuinely fascinating to me. Additionally, I enjoy various other spots. For example, if I want to be active, I go to Ada Ciganlija to play padel. If I want to relax and take a walk, I go to the riverbanks — along the Sava or the Danube. I might go to Dorćol for a coffee or a meal.

Or just here around the embassy, in Savski Venac or Vračar — I like this part of the city. So it depends on what I’m doing, but I genuinely enjoy Belgrade and life in Serbia.

What I also love is that there are so many cafés and restaurants, and the culture of socialising here is very similar to what we have in Italy. We enjoy spending time together, whether it’s over coffee or a meal with friends. I genuinely feel at home.

BALANCING GROWTH AND RESPONSIBILITY IN SERBIANITALIAN BUSINESS RELATIONS

A closer look at how Italian companies are navigating challenges, promoting sustainability, and deepening cooperation within Serbia’s evolving market landscape

In this interview, Romano Rossi, President of Conﬁndustria Serbia, reflects on the evolving nature of Italian-Serbian economic cooperation, highlighting the shift from traditional manufacturing to IT and services. He discusses how Conﬁndustria supports its members in navigating local challenges, embracing ESG standards, and fostering responsible business practices, while outlining future initiatives aimed at strengthening bilateral partnerships and ensuring long-term sustainability in Serbia’s business environment.

How do you assess the current level of economic cooperation between Italy and Serbia, and which sectors hold the greatest potential for further development?

There is still an excellent level of economic and commercial partnership between Italy and Serbia. However, over time, it has shifted from being primarily manufacturing-based to focusing more on IT and service sectors. Although this is a natural evolution that follows a global trend, I consider this shift a weakening of the kind of value Serbia could have offered to European Union countries. Recent closures, such as those of Geox and the possible one of Benetton, have created signiﬁcant pockets of unemployment that should be avoided. Therefore, attention must be paid to the constant rise in wages (now occurring annually), as it could lead to recession rather than greater prosperity, contrary to the intended goals.

ROMANO ROSSI President of the Confindustria Serbia

A MODERN ECONOMY CANNOT EXIST WITHOUT RESPONSIBLE AND SUSTAINABLE BUSINESS PRACTICES, BUT THEY MUST ALSO BE ECONOMICALLY VIABLE

How does Conﬁndustria Serbia support its member companies in achieving their business objectives and integrating into the local Serbian community?

We act in various areas. For potential investors looking to enter the Serbian market, Conﬁndustria provides signiﬁcant support in gathering all the necessary information to move forward, covering bureaucracy, customs,

optimal locations, potential incentives, local partners, as well as technical, accounting, and tax-related aspects.

For companies already operating locally, we play a key role in facilitating connections between businesses and authorities at all levels—both local and national—and can directly intervene in issues related to dayto-day operations (such as tax and customs matters).

Moreover, as part of our activity plan, we organise essential seminars that help ensure development is aligned with current business principles, such as ESG criteria implementation and other key topics.

Finally (though certainly not least), as an association, we have the strength to negotiate agreements with major players in the local market, enabling us to offer economic beneﬁts to all our members.

ESG Lab has been recognised as an important initiative for raising awareness about sustainable business practices. What have been its results, and how have member companies responded?

It is certainly a very topical issue today, but it must be given the right consideration within the proper context. On one hand, there is no denying that the principles of sustainable growth and “fair” corporate governance are fundamental in 2025. On the other hand, the economic sustainability of businesses, particularly small and medium-sized enterprises, must also be taken into account. The costs of fully complying with ESG criteria could, in some cases, be high enough to jeopardise the survival of a company.

Therefore, our current efforts are focused on initiatives that can help channel the necessary funds into companies’ budgets to support this transition, such as non-repayable grants tied to speciﬁc ESG objectives or longer timelines for converting production facilities.

ESG stands for Environmental, Social, and Governance, encompassing growth, motivation, and respect for the environment, but it must remain a realistic and economically sustainable goal for companies.

In what ways do Italian companies in Serbia contribute to social life, particularly in areas such as education, youth employment, and support for local communities?

In general, conducting business also involves participating in the country’s social and cultural life. In this regard, Conﬁndustria is constantly present within universities, with which we have established an ongoing collaboration and exchange program. One of our board members is speciﬁcally delegated to manage relations with educational institutions, including both primary and secondary schools, as well as universities. Our associate members also actively and willingly participate in the life of the local communities where they operate, through sponsorships or patronage of events, thereby contributing to the development and growth of various regions.

What are the primary challenges Italian companies encounter on the Serbian market, and how does Conﬁndustria Serbia assist them in overcoming these obstacles?

Challenges are closely tied to the sector in which a company operates. In manufacturing, the primary challenge is mitigating the continuous rise in wages by implementing more efﬁcient production processes. In the services sector, companies face a shortage of already skilled personnel, which makes internal training a necessary investment. Common challenges across industries include transportation, customs procedures, and bureaucracy.

In all these areas, Conﬁndustria serves as a reliable point of reference, providing concrete support by intervening with the relevant authorities, initiating beneﬁcial cooperation with ministries (such as in the current issue regarding road transport passing through Croatia), and generally assisting its members in all activities related to these matters.

IN MANY CASES, THE LINE BETWEEN ITALIAN AND SERBIAN COMPANIES IS BLURRED, AND THAT CLOSENESS IS ONE OF THE TRUE ENGINES OF SERBIA’S ECONOMY

What role does Conﬁndustria Serbia play in promoting socially responsible business practices among Italian investors?

Our recommendations to member companies are to apply the principles consistently promoted by Conﬁndustria’s headquarters in Rome, which represent a core value of the association: workplace safety, digniﬁed treatment of workers, full compliance with wage regulations, adherence to the principles of the Minimum Living Wage (MLW), and a strict prohibition of child labor. We also encourage our members to invest in audits conducted by

accredited ﬁrms to ensure that these fundamental standards are consistently implemented and respected.

What activities and projects do you plan to implement soon to strengthen cooperation between Italian and Serbian companies further?

We have a very full agenda of activities, many of which are designed to strengthen cooperation between the two countries. I wouldn’t draw a strict distinction between Italian and Serbian companies, as in many cases the two concepts merge: Serbian companies with Italian participation, joint ventures, or Italian companies with Serbian governance.

It is precisely this closeness and dynamic interaction that we view as one of the primary drivers of the Serbian economy, within a broader vision of a mutually beneﬁcial situation for both parties.

23 MAY 2025

Fashion Show “E’ Di Scena L’alta Sartoria” Held at the Italian Embassy in Belgrade

Afashion show, “E’ di scena l’alta sartoria,” was organised in the residence of the Italian Embassy on May 23rd in Belgrade, during which the Italian Ambassador to Serbia, H.E. Luca Gori, discussed the export of the Italian fashion industry worldwide, which now exceeds € 80 billion.

The event aims to strengthen the bond between Italy and Serbia, presenting Italian creativity and savoir-faire, especially in the ﬁeld of custom-made fashion. The show gave visibility to participating artisan companies through the production of photo and video content.

The owner of Studio Zeta, one of the most influential fashion salons in the world and a coorganiser of this show, Mauro Galligari, stated that they have brought together ﬁve incredible fashion studios that represent the best Italian products.

3 JUNE 2025

Italy’s National Day in Belgrade: Music, Culture, and Cuisine

The traditional celebration of Italy’s Republic Day was held on July 3rd at the residence of the Italian Ambassador to Serbia, H.E. Luca Gori. The event was attended by numerous guests, including First Lady Tamara Vučić, Serbian Prime Minister Đura Macut, as well as a large delegation of ministers, including Foreign Minister Marko Đurić and Defence Minister Bratislav Gašić.

Also present were representatives from the National Assembly of Serbia, civil society, business, culture, and sports, as well as the Italian community living in Serbia.

The celebration was an opportunity to promote Made in Italy in all forms: from car design to cuisine, from wine to music and art. The celebration was preceded by the “Days of Italy in Belgrade” initiative, which, in collaboration with the Madeleine Palace of Arts, promoted Italian culture through a series of threeday concerts and art workshops.

The evening was brightened by the musical performance of the Mixed Choir of the Artistic Ensemble of the Serbian Ministry of Defence “Stanislav Binički”, which performed the national anthems live.

12 JUNE 2025

Italian Fashion in Belgrade –Luisa Spagnoli Fashion Show

In the packed residence of the Italian Ambassador, as part of IFIB – Italian Fashion in Belgrade, a manifestation dedicated to promoting Italian fashion in Serbia initiated by the Embassy of Italy in Belgrade in cooperation with the Italian Cultural Institute, a special fashion event was held last night in honour of the Italian fashion icon Luisa Spagnoli. The Italian Embassy organised the event in collaboration with the agency Fabrika.

A large audience enjoyed a rich programme, which included the promotion of the novel Luisa, the latest work by journalist Paola Jacobbi, winner of the 2025 Bancarella Selection Prize. The book tells the story of Luisa Spagnoli, a pioneer of Italian entrepreneurship, founder of Perugina and the fashion house Luisa Spagnoli, who made a remarkable contribution to the modernisation of Italian society.

The highlight of the evening was the Luisa Spagnoli fashion show, showcasing a stunning Spring/Summer 2025 collection that delighted the guests. Each design was met with enthusiastic applause as models paraded in elegant pieces crafted from the ﬁnest fabrics – shimmering silk, delicate knits, chiffon, and lace. The colour palette transitioned from black to navy, green, blue, pink, fuchsia, yellow, orange, and ﬁnally white – like an impressionist painting coming to life.

Milovan Milovanović, Sanja i Vlada Todorović i Sanja Ćirković

Nicole Briata, Paola Jacobbi Ital amb Luca Gori i Vesna Mandic

EMILIA ROMAGNA - A JOURNEY THROUGH THE HEART OF ITALY

If travel is a way of life, then a road trip through Italy’s Emilia-Romagna region is a true song of freedom

Travel is the most beautiful excuse to escape the familiar and step into something that changes us from within. It’s a way to listen to ourselves, to shift perspectives, to fall in love with places we never planned to call home – but somehow return to in our thoughts.

For many, Italy is synonymous with beauty. But Emilia Romagna is its beating heart, nestled among old façades, the scent of ragù, golden mosaics, and sun-drenched beaches.

Once you set off by car from Serbia, everyday life quickly slips away. The road to this region winds through vineyards, rolling hills, and ancient highways that smell of pine and the sea. As the scenery changes, so does your state of mind – from haste to slowness, from planning to surrender. EmiliaRomagna doesn’t ask to be visited. It invites you to live it. On its piazzas, under the shadows of arcades, on Adriatic sands, in the quiet of basilicas, and with a glass of Lambrusco.

This article is an invitation to pack your bag, ﬁll up your tank, and set out on a journey that promises not spectacle, but the joy of discovery. And perhaps most importantly, the freedom to travel your own way.

BOLOGNA – THE CITY OF ARCADES

Bologna is far more than a university town. With its red façades, endless arcades, and the world’s oldest university, it is the intellectual heart of Italy. Walk from Piazza Maggiore to the Asinelli Tower (if you dare to climb it!), but the true spirit of the city hides in its markets. Mercato delle Erbe, also known as the Quadrilatero, is a place where you can buy Parmigiano, balsamic vinegar, and mortadella directly from the source. A

EMILIA-ROMAGNA DOESN’T ASK TO BE VISITED. IT INVITES YOU TO LIVE IT

night in Bologna? Aperitivo in Via del Pratello – a street that never sleeps.

RAVENNA – A MOSAIC OF SILENCE

Less hyped but spiritually grand, Ravenna greets you with gold and silence. Dante is buried here. The mosaics from the 6th century speak louder than words. Basilica of San Vitale, the Mausoleum of Galla Placidia, and Sant’Apollinare Nuovo – these aren’t just monuments; they are meditations in stone and glass. Ravenna is where you slow down, where you watch the light bend across centuries.

RIMINI – THE ITALIAN WAY OF SUMMER

After a spiritual interlude, Rimini is here to stir you up. Long beaches, the gentle chaos of Italian seaside towns, and historical gems like the Tiberius Bridge and Piazza Cavour. By night, Rimini becomes an openair stage: the lights of nightclubs, the sound of waves, the scent of cocktails. From here, day trips to San Marino, Cesenatico, and Riccione are just a breeze away.

The drive from Serbia takes about 8 to 10 hours. The ideal route passes through Ljubljana (a perfect overnight stop) and then proceeds directly to Bologna. Spend 2–3 days there, continue to Ravenna (just an hour away), and then head down to Rimini and the coast. Plan for 7 to 10 days in total – a blend of urban, artistic, and seaside rhythms.

Emilia Romagna is like a perfectly composed opera – it begins intellectually, shifts into contemplation, and ends in a waltz by the sea. And all of it without losing the warmth and intimacy that makes you feel at home. Because Italy, like the coffee you drink there, knows how to look you in the eye and say: Benvenuto, stranger – but you’re already one of us.

Photo: Bologna / Shutterstock

Photo: Ravenna

/ Shutterstock

Photo: Rimini / Shutterstock

Serbia Fashion Day in Paris

Where Couture Meets Culture and Diplomacy

Dr Vesna de Vinca is an award-winning journalist, author, and producer known for her powerful documentaries and cultural projects. She has interviewed over 40 global icons, including Nelson Mandela, whose final interview with her inspired the acclaimed book Mandela’s Code. As the founder of Serbia Fashion Day in Paris, she uses high fashion to promote Serbian culture and diplomacy on the world stage.

Since 2016, you have been organising Serbia Fashion Day (SFD) at the residence of the Serbian Ambassador in Paris, an event you conceived and continue to produce. What is the purpose behind this initiative?

The main idea is to promote Serbian culture, history, and tradition, as well as prominent global figures of Serbian heritage, through high fashion in Paris, the world capital of style. These are the themes and personalities that connect us to the world both culturally and diplomatically. One such example is Helen of Anjou, a French princess and queen of Serbia. One year, we chose the beautiful White Angel fresco as our theme, and renowned Serbian designer Bata Spasojević created a stunning collection inspired by it.

OUR GOAL IS ALWAYS MEANINGFUL FASHION— FASHION WITH PURPOSE

We invite both Serbian and international designers to collaborate on collections for SFD based on these themes. In that sense, it is a national mission—and indeed an act of public diplomacy. From the outset, the Serbian Ministry of Foreign Affairs has been supportive of us. Diplomats from Paris and around the world are

Tesla Fashion Serbia by Nataša Šarić. Model Anja Radić

Tesla Fashion Serbia by Marija Šabić

always in the front row. At the same time, our magnificent ambassadorial residence, with its remarkable history and breathtaking view of the Eiffel Tower, provides a perfect setting for this presentation.

The idea is to have the Serbian Ambassador open the event each year, accompanied by a well-known public figure. On one occasion, it was Oscar-winning director Scot Hillier. I always close the event myself—tired, but happy and proud after carrying such a great responsibility.

What kind of impact has this event had? We’ve consistently achieved a significant impact. Each year—including this one—we invite both Parisian and international media, and we regularly have more than 30 cameras covering the event, with footage widely shared across social media platforms. In this way, Serbia—its history and culture—is being presented in one of the most modern and dynamic ways possible. Global television networks broadcast and share our coverage. For instance, we’re regularly featured on Pakistan’s national Channel One, and a dedicated camera crew distributes our reports to over 40 African countries.

Leading fashion magazines from around the world are present, and our partner is

THROUGH HAUTE COUTURE, WE CELEBRATE SERBIAN CULTURE, DIPLOMACY, AND CREATIVITY IN THE HEART OF PARIS

Al Sharkiah, the oldest women’s magazine in the Arab world, which frequently publishes editorials and covers from our event. But this goes beyond fashion presentation. I must point out that, before the first Serbia Fashion Day in 2016, our beautiful residence had no high-quality footage, photographs, or media visibility. Now, it’s well known in fashion circles throughout Paris.

Our guests include not only diplomats but also global public figures, members of royal families such as the Bourbons, Liechtensteins and Karađorđevićs, as well as renowned names from the fashion world. The influence is, without question, substantial.

The last two Serbia Fashion Days in Paris were dedicated to Nikola Tesla, during which you launched an original Serbian fashion brand – “Tesla Fashion Serbia”. This year’s event was opened by the French Minister for Europe and Foreign Affairs, H.E. Jean-Noël Barrot. That is quite an honour! Indeed. The fact that H.E. Minister Barrot opened the event speaks volumes about the recognition and high-level support this initiative has received in France. It significantly contributes to strengthening Franco-Serbian relations in the cultural field. It was truly a remarkable occasion, gathering guests of the highest rank from across France. No fewer than eleven mayors were present, along with members of Paris’s fashion elite.

This year, we had the privilege of organising the event at the Château du Buc in Versailles, formerly a royal hunting lodge of Louis XIV— an extraordinary honour in itself. The Teslathemed collections were presented by designers Nataša Šarić (Tesla:TheThreadofTime), Marija Šabić (Tesla’sDove), and Bata Spasojević (3,6,9...Tesla). The collection of Tesla-inspired hats, resembling his symbolic dove, was presented by Professor Snežana Pešić Rajić, while Jelena Mandić created the “Tesla Shield” medallion. We present this medallion as a gift to distinguished individuals who help us promote the idea behind this brand.

A day before the main event, we filmed the collections in the most prestigious of locations— the Palace of Versailles Museum—and created truly exceptional material. The following day, we showcased the collections at the Shangri-La Hotel in central Paris, during Paris Fashion Week. It was a major success for Serbian fashion and public diplomacy. We are also especially grateful for the patronage of Serbia’s First Lady, Tamara Vučić, whose support we greatly value. QCEG, a Chinese magazine, is also our partner. I have been receiving great support for years from Sune Moya, a renowned fashion editor based in Paris.

What’s next?

This year, we are in discussions to dedicate Serbia Fashion Day to a true Serbian heroine from the First World War—Milunka Savić— who was awarded France’s highest honours for her bravery. The collection will be created by the brilliant designer Ivanka Jeftović.

At the same time, we will continue promoting the legacy of Nikola Tesla through high fashion and this event. It is an ongoing mission. Our goal is always meaningful fashion— fashion with purpose. Through it, we celebrate Serbian diplomacy and creativity. What could be more beautiful than that?

H.E. French Minister of Foreign Affairs Jean-Noël Barrot (centre), Dejan Stanković, President of ADECRE, and Vesna de Vinča, author and producer of SFDay.

Tesla Fashion Serbia by Bata Spasojević

Discover Side

Where antiquity embraces oriental luxury

The name Side comes from the Greek word for pomegranate – a fitting image for one of the world’s most breathtaking sunsets, bathed in the warm hues of this Mediterranean fruit. Nestled on the southern coast of Turkey, Side has been a crossroads of civilisations for centuries. Today, its streets, squares and promenades blend the charm of traditional Turkish life with the artistic legacy of the ancient Greeks, Romans and Alexander the Great.

The city is divided into two contrasting yet complementary parts: the historic eastern Side and the modern western quarter, home to luxurious resorts. Visitors can explore both worlds through curated tours by agencies such as Kontiki and Big Blue.

Strolling through traditional Side is like stepping into a romantic painting – the air scented with coffee, salt and fruit. Although you set your watch an hour forward on arrival in Turkey, in Side, time feels beautifully suspended. You’ll likely encounter newlyweds posing for photos by the iconic temples of Athena and Apollo, where the sea stretches endlessly into the horizon. These ancient ruins serve as a backdrop for marriage proposals, school trips, wandering tourists and locals selling roses.

A journey into history wouldn’t be complete without visiting the ruins of the Nymphaeum or the grand Amphitheatre, which has stood for nearly 19 centuries. Drop by the Olive Oil Museum, browse souvenir shops, or haggle over sweets, leather or gold – all part of the Side experience.

When it’s time to unwind, choose from the many harbour-side cafés and restaurants near the monument to Mustafa Kemal Atatürk, founder of modern Turkey. The date of his passing is engraved in the form of an infinity

ALTHOUGH YOU SET YOUR WATCH AN HOUR FORWARD ON ARRIVAL IN TURKEY, IN SIDE, TIME FEELS BEAUTIFULLY SUSPENDED

symbol. And don’t be surprised if a cat or two joins you for coffee, as in the rest of Turkey, cats in Side are cherished and protected.

For those seeking a holiday of pure indulgence, over 50 luxury hotels in Side offer (ultra) all-inclusive packages via Kontiki and

Big Blue, based on seven-night stays. Modern resorts cater to business travellers, couples, families and seniors alike, all drawn by comfort and convenience. Many of these hotels are ideal for children, offering aquaparks, amusement rides, pools, beach playgrounds, and healthy food available around the clock, as well as most importantly, a warm, crystalclear sea. One such resort is Numa Club Hotel Side, a sprawling complex with its own private sandy beach.

According to many travellers and tourism websites, Turkey’s coastline offers some of the best value-for-money holidays in the Mediterranean. Here, what the senses imagine, five stars can truly deliver.

Photo: Shutterstock

Photo: Numa Club Side

Meneghetti’s signature wines carry the soul of the land and the patience of time.

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Discover the wines that define Istrian luxury - visit us at Meneghetti Winery.

Afro Festival at The Museum of African Art

28–29 JUNE 2025

Belgrade

The Museum of African Art in Belgrade proudly announces the return of the Afro Festival, scheduled for 28 and 29 June 2025. For more than two decades, the Afro Festival has stood out as a unique event on Serbia’s cultural scene – a space of open dialogue, learning, artistic exchange, and celebration of Africa’s cultural richness.

Over the course of two vibrant days, the museum transforms into a lively stage – a meeting point of cultural traditions, contemporary expressions, and authentic artistic inspiration. With a diverse programme of educational and entertaining content for both children and adults, the festival promotes the preservation of cultural heritage and the promotion of African art, crafts, and cultural practices.

25th International Festival Dies Organorum – Days of the Organ

24 JUNE – 3 JULY 2025

Blessed Virgin Mary Cathedral, Belgrade

TEXIT Festival 2025

10-13 JULY 2025

Petrovaradin Fortress, Novi Sad

EXIT Festival 2025 will take place from 10 to 13 July at the iconic Petrovaradin Fortress in Novi Sad.

Celebrating its 25th anniversary, the festival will gather

he programme of the 25th International Festival Dies Organorum–DaysoftheOrgan will take place from June 24 to July 3 at the Cathedral of the Blessed Virgin Mary in Neimar. Organists from France, Spain, Austria, Germany, and Serbia will perform. The highlight of the main programme will be the performances by the titular organists of two renowned European churches –Notre-Dame in Paris and the Sagrada Família Basilica in Barcelona.

over a thousand performers from around the world across more than 40 stages. Headliners include Tiësto, The Prodigy, DJ Snake, Eric Prydz, Amelie Lens, Solomun, Nina Kraviz, and many others. As one of the largest music events in Southeast Europe, EXIT blends electronic, rock, hip-hop, and alternative sounds in a truly unique setting overlooking the Danube.