During the conversation, some guideline questions – the meaning of cultural diplomacy, strategies the Embassy follows, the challenges it faces, cooperation with institutions – served as starting point to better understand not only the personal view of Mr. Popov regarding cultural diplomacy, but also the whole approach of the Moldovan Embassy to reflect Moldova´s national identity on the German sphere.

Mr. Popov presented cultural diplomacy as one of the most powerful tools a state has to engage beyond national borders. An instrument to build bridges between nations and people. Acknowledging that it hasn´t been always a widely discussed topic, and only recently gained greater recognition, it has long served as one of the most effective instruments of soft power, as every country has a unique culture. A defining element that promotes peace, supports democracy, and remains one of the best ways to create meaningful connections among people. It also means an access to funding, using culture as a distinguishing gem to share with the world.

To promote Moldovan culture, the Embassy hosts cultural events supporting Moldovan artists; from art exhibitions, to music performances, festivals and gastronomy. The Embassy aims to reach audiences not only in Berlin, but across Germany; digital diplomacy is an important strategy which focuses on reaching with this wider audience online, with information about the Embassy´s cultural activities. To offer a complete view of Moldova´s identity, these cultural activities usually provide a three-in-one experience, serving national food and drinks during the performances or exhibitions. Moldova´s position as one of the largest wine exporters in Europe plays a significant role in the country´s cultural diplomatic efforts, serving Moldovan wine at all its events is a way to promote this strong industry.

However, not everything is an easy path, a big challenge the Embassy faces is the limited funding the cultural sector receives, that forces the need to be creative and find stakeholders or using figures like honorary consuls to help the Embassy achieve their cultural desires. The Embassy works closely with German theatres, universities, and cultural centres to develop collaborative projects that foster mutual understanding. These alliances allow Moldovan artists and performers to engage with new audiences and contribute to Germany’s vibrant cultural scene. An example of the challenges of organising these projects, that might not be perceived from the outside, is the difficulty to rent a theatre in Berlin. Prices are skyrocketing and stages are booked for months in advance. The Moldovan Embassy fights this by trying to sign cooperation agreements and work with theatres in locations like Potsdam, close enough to the capital and with the adequate capacity to welcome an audience.

A very interesting point Mr. Popov emphasized is the importance of targeting their diaspora. Moldovan citizens living in Berlin invite friends or families to these events, broadening the scope and diffusion of their culture and traditions.

In terms of cultural priorities, one of the Embassy’s main goals is to fight and challenge stereotypes about Eastern Europeans, showing that Moldova shares and promotes the values of cooperation and respect that are sought throughout Europe. A key aspect of Moldovan identity is how well they integrate into different contexts. They highlight their kindness and hospitality, even in difficult situations. The Ukrainian refugee crisis is a current example of their resilience. With the ongoing war, many refugees – around one hundred thousand – have settled in Moldova, a country with over 2 million people. This, of course, has redirected the state budget towards humanitarian support. Financial limitations stand out, and the Ministry of Culture receives fewer resources; however, Ukrainian refugees have expressed great appreciation for the country, as they feel well integrated into Moldovan society, something that is not always the case in other parts of Europe.

The Embassy also seeks to build strong networks and partnerships with other embassies, German cultural institutions and institutes, having a particularly great relationship and cooperation with the Romanian Embassy and the Romanian Cultural Institute, often hosting joint events and building a broader network of theatres or halls across Germany.

Talking about future projects, Mr. Popov recognised there´s still room for improvement to expand Moldova´s culture in educational and technological fields. On the other hand, there are already plans to host a music festival in Potsdam that brings together all the elements we saw during the interview.

Mr. Popov, throughout the meeting, shared valuable comments and observations, worthy of a professional with years of experience and knowledge on the importance of cultural diplomacy and its challenges. We could not leave the room without asking about the possibility Moldova has of joining the EU. Moldova was officially granted candidate status in June 2022, and accession negotiations were formally opened in June 2024. Being an EU Member State, a desire the Embassy confirmed, would have a great impact not only on receiving more funds and build stronger partnerships with other members, but also on the diffusion of Moldovan culture, history and knowledge, a step towards a better integration. This perspective cannot be forgotten while speaking about Moldovan future cultural diplomacy.

Our visit to the Moldovan Embassy was a great opportunity to learn about a country that is showing great resilience while following a line of work that allows it to show its cultural reality in an environment of diversity and cooperation. The ICD would like to thank Mr. Popov and the Moldovan Embassy for their hospitality, warmth and excellent welcome, which made this exchange and conversation a very enriching experience.

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