17.11.2026
The B2B Bavaria-Bulgaria Forum, organized by IHK für München und Oberbayern recently hosted a dynamic panel discussion that delved into the intriguing question: Building successful cooperations in the ICT sector – Best practices of Bavarian companies. Our colleague, Armin Philippen, participated in the discussion together with Christoph Debus (Group CFO, Flix SE), Oliver Pye (CEO, Catenate GmbH), Dr. Michael Kraus (CEO, Sulzer GmbH), moderated by Radoslav Ivanov.
Here are some of the main takeaways from the event.
One of the striking anecdotes that Armin shared during the discussion was a rather vivid image painted in Dusseldorf and likened the perception of Bulgaria to a “rusty old bus.”. Negative connotations, especially related to the country’s reputation, were acknowledged in the discussion. However, an interesting revelation emerged: Armin shared about a substantial campaign that is actively running in Germany, aiming to reshape these perceptions and highlight the untapped possibilities that Bulgaria offers.
Contrary to some misconceptions, Armin emphasized the commendable integration of Bulgarians into German society. Participants noted that Bulgarians are well-versed in the German language & well-educated which significantly contributes to their seamless assimilation into the German work environment.
The panel discussion shed light on the challenges that Bulgarian companies, especially in the tech sector, face when dealing with German clients. Armin shared that one notable difficulty is the time-consuming process of establishing connections with German clients. For instance, he connected with an e-mobility client a decade ago, the interest was planted, and a project materialized only recently.
A significant revelation from the forum was that many Bulgarian tech companies, despite excelling in software and hardware development, often grapple with sales and marketing. This poses a challenge, particularly when it comes to reaching out to the German market. However, Armin added that companies like Droxic, where a strong company culture is cultivated, boast a dedicated team that has successfully navigated these challenges.
Amidst the discussions on business challenges, the panelists highlighted the unique value of Bulgaria that goes beyond the professional realm. One key aspect emphasized was the positive work-life balance in Bulgaria. Armin shared that his decision to move to Bulgaria was one of the best choices he has ever made. The country’s ability to blend professional opportunities with a fulfilling personal life was highlighted as a significant factor attracting professionals from various fields.
The overarching message that resonated throughout the panel discussion was clear – there is an extra value that one can gain from living and working in Bulgaria. Beyond the challenges, the country offers a dynamic environment for professionals, a rich cultural experience, and a chance to redefine work-life balance. As the campaign in Germany unfolds, the narrative around Bulgaria is evolving, and it is increasingly becoming a land of untapped possibilities for those willing to explore and embrace its potential. The B2B Bavaria-Bulgaria Forum stands as a testament to the power of dialogue in reshaping perceptions and fostering collaboration between these two vibrant business landscapes.