Exploring the Entertainment Industry in Sofia: An Immersive Learning Expedition

Yihong Rui, a student in the MSc in Marketing Management programme at EDHEC Business School, recently joined a learning expedition to Sofia, Bulgaria, organised by Professor Guergana Guintcheva. The immersive trip offered a unique blend of cultural exploration and professional insight into Eastern Europe’s growing entertainment industry. Rui reflects on the experience and how it broadened his academic, professional, and personal horizons.

Why did you decide to join the learning expedition to Sofia?

I was drawn to the dual opportunity to explore a new culture and dive into a new industry. It was my first time visiting Bulgaria, and I was eager to experience its rich Eastern European heritage. More importantly, this was my first in-depth look at the entertainment industry—something that piqued my interest after taking the Entertainment Marketing course at EDHEC.

I saw this as a rare chance to engage directly with industry professionals and gain first-hand insight into innovative entertainment business models.

What were the standout moments of the trip?

The entire experience was enriching—from discovering local cuisine to attending hands-on workshops. But the highlight was the presentation by Dimitar Petrov, founder of Zmei Studio. His story of building a company rooted in Bulgarian culture left a lasting impression. It helped me see entertainment not just as a business, but as a powerful vehicle for cultural storytelling and identity.

Which companies or institutions did you visit, and what insights did they offer?

We visited several key players: Zmei Studio, MP Studio, Boyana Film Studios, the National Historical Museum, and l44 space. Each visit offered a unique window into the workings of different parts of the entertainment world—from animation and lighting to film production and historical context.

From these visits, I learned about the operation and management of different entertainment companies, such as animation studios and lighting and visual studios, and learned about the techniques and scene layout of film shooting. The museum visit gave me a better appreciation for Bulgaria’s cultural depth, and l44 space exposed us to the creativity and lifestyle of contemporary artists. Altogether, these visits painted a rich picture of how culture, creativity, and commerce intersect.

How did the expedition enhance your MSc studies?

It brought our coursework to life. Concepts from classes like Entertainment Marketing, Brand & Communication Management, and International Marketing Strategy suddenly became real. A standout activity was our elevator pitch project, where we had to present an original entertainment concept under time pressure. It was a practical and challenging exercise that emphasised clarity, persuasion, and strategic thinking.

What key takeaways or skills did you gain?

I realised how much the entertainment industry differs across regions—and how those differences create unique challenges and opportunities. At Zmei Studio, for instance, I learned about their use of EU intellectual property protections and how cultural storytelling can create market distinction. These insights deepened my understanding of strategic positioning in niche markets.

Has this experience influenced your career goals?

Absolutely. Before the trip, I had no direct experience in entertainment and I didn't know much about it, but through this visit, I developed a strong interest in the entertainment industry and gained a deeper understanding of its operations and management. The trip sparked a genuine interest in the industry and gave me another direction to consider when looking for a job in the future.

What advice would you give to other students considering this learning expedition?

Go for it—especially if you’re curious about the entertainment industry. This is a unique chance to connect with professionals, ask meaningful questions, and see how theory translates into real-world practice. Plus, Sofia is a vibrant and beautiful city that adds even more value to the experience.