Generation Z rewrites the rules: How young innovators are transforming Bulgaria

When we talk about "brain drain", we usually imagine young talents leaving Bulgaria for Berlin, London or Silicon Valley. But in recent years, something new has been emerging – a reverse wave of ambition, creativity and boldness. Generation Z, born between the mid-90s and the early 2010s, is not just staying in Bulgaria – it is transforming it. With code, ideas and an entrepreneurial spirit that recognizes no barriers.

INSAIT: The Bulgarian answer to Silicon Valley

One of the most significant success stories is INSAIT (Institute for Computer Science, Artificial Intelligence and Technologies) at Sofia University. Founded in 2022, the institute has already received over $1 million from Google for doctoral scholarships in 2024 alone – one of the largest donation programs of the technology giant in the world for this year.

But the numbers are only part of the story. INSAIT is the only institution in Eastern Europe with full access to Google's specialized computing resources for generative artificial intelligence – resources worth up to $40 million per year. In March 2024, the institute presented BgGPT – the first Bulgarian language model, which is already being tested in education and public administration.

Startup nation: 11 winners, 1000 dreams

The national competition "Best Youth Startup in Bulgaria", organized by the Fund of Funds and Sofia University under the patronage of the Ministry of Innovation, has become a barometer of youth entrepreneurship. In 2025, the competition distinguished 11 winners in three categories: Future Unicorns (tech startups with global potential), Business Stars (regional businesses) and SDG Dragons (sustainable development projects).

Among the awarded projects stand out: a robot for autonomous cleaning of photovoltaic panels in industrial solar parks, an intelligent container with AI technology for sorting plastic and cans, as well as the platform "Inner Voice" for urban games and personalized experiences. These are not just business ideas – these are solutions to real problems, created by people between 18 and 29 years old.

71% of businesses already use AI

According to the EY Entrepreneurship Barometer for 2025, 71% of Bulgarian companies are already actively using artificial intelligence – a percentage higher than the regional average (65%). Digital transformation is no longer the future, but the present. And the driving force behind it are precisely the young specialists who do not know a world without the Internet and smartphones.

This trend is also supported by the ecosystem around them: mentoring programs, access to venture capital and state support through the Recovery and Resilience Plan. Bulgaria is no longer just an "outsourcing destination" – it is an incubator of ideas.

Why does Gen Z stay?

The question "why stay in Bulgaria?" is increasingly getting a convincing answer. The low cost of living compared to Western Europe, membership in the EU and the Eurozone, as well as access to European funds create an environment in which the young entrepreneur can experiment without catastrophic risk. And if he succeeds – the market is all of Europe.

No less important is the cultural factor. Generation Z in Bulgaria is deeply connected to global trends, but also to local identity. They want to prove that success is possible here – not despite Bulgaria, but thanks to it.

Conclusion

The young innovators of Generation Z are not waiting for the state to create conditions for them – they are creating them themselves. From AI laboratories to eco-startups, from urban games to robotics, Bulgaria is becoming the stage for a new type of patriotism – that of creation, not of leaving. And perhaps that is the most important investment in the future of the country.