You are currently browsing the daily archive for July 25, 2010.


Recently, two American bloggers noticed the uniqueness of the Bulgarian refrigerator. It’s about time I address this cultural peculiarity.

Bulgarians never buy fridges. A fridge is given to them as a wedding present from the bride’s father or the groom’s uncle. Since then, the young family sticks with the same fridge forever.

They take it to the new home and to every consecutive apartment they have. They fix it when it breaks down. There is no such thing as a fridge beyond repair.

In the rare cases when a new fridge appears (because it came for free with the kitchen in a new apartment or because they won it in the lottery), the old one gets passed onto a relative or taken to summer house.

Why?

Well, what’s in a fridge? As long as it can keep a constant low temperature, has a lamp that turns on when you open the door, and does not leak, then it’s fine! True, our fridges don’t have fancy ice machines (we have ice cubes in a freezer) and water purifiers (we have sinks and brita pitchers, or bottled water); but I guess we just don’t care about fancy fridges. We’d rather think about fancy cars!

Our 30-year old fridge with magnets from different trips. It's still as good as a Swiss watch!

In case you ask, we have plenty of yoghurt, cheese, wine, olives, pesto sauce, wine, a watermelon, tomatoes, liutenitza...

This beast you see here is our fridge. My father both it in 1982 from Corecom for $320. During the Communist regime, Corecom was a store in Sofia that used only foreign currency and not the national lev. Therefore, the Western goods in it were pretty much unaffordable for most Bulgarians. Only foreign diplomats, the nomenklatura, and a small group of people such as scientists and flight attendants who were authorized to travel abroad could purchase goods there. This meant that people who were not authorized to have US dollars but were seen shopping at Corecom became subject of investigation.

Corecom offered special goods that were not available anywhere else: imported alcohol, foods, and tobacco, electronics, cosmetics, clothing, toys, books, magazines, etc.. “Corecom eggs”, for example, was the way Bulgarians called Kinder Surprise chocolate eggs, which at the time were only available at the exclusive store.

In conclusion, when visiting a Bulgarian club, try the pick-up like “So, what’s the story of your fridge?” I’d be curious to find out if anyone has any success.

Enter your email address to subscribe to Zikata's blog and receive notifications of new posts by email.

Join 48 other followers

Follow me on Twitter!

Share this Blog

Share |
July 2010
M T W T F S S
« Jun   Aug »
 1234
567891011
12131415161718
19202122232425
262728293031  

Read it? Rate it!

RSS Getting curious:

  • FWD.US Highlights Hope Brought by New Arrivals
    With the Immigration Reform bill due to be debated in the US Senate shortly, SS+K created this uplifting spot by FWD.us, the foundation started by Mark Zuckerberg, Jack Dorsey, Bill Gates and other tech giants supporting causes they believe are critical to America's growth and competitiveness.The spot (shot by Serial Pictures' Samuel Bayer) builds […]
  • Can BBDO Make Bud Light Advertising Awesome Again?
    Anheuser-Busch InBev is getting back together with Omnicom Group in the U.S.The world's largest brewer is hiring BBDO as lead agency for Bud Light domestically, while keeping line extensions such as Bud Light Platinum at Translation, which had been handling the entire account since last August. The two shops will "work together on Bud Light," […]
  • Intel/Toshiba and Oreo Win Cyber Grands Prix
    Intel’s “Beauty Inside” from Pereira & O’Dell, San Francisco, and Oreo’s "Daily Twist" work from  DraftFCB earned the Cyber Grands Prix at the 2013 Cannes Lions International Festival of Creativity on Wednesday.The winning campaigns reflected interesting poles within the category; one was a sophisticated film effort, the other, a print/design c […]
  • Serviceplan Munich Wins Its Second Design Grand Prix for Auchan's Selfscan Report
    Serviceplan won the design Grand Prix Lion for the second year in a row, this time for for its innovative Selfscan sustainability report for Italian supermarket Auchan, which comes printed on customers’ store receipts.Last year, the Munich shop nabbed the top prize in the category for its solar annual report for Austria Solar, a book whose contents are revea […]
  • Apple Wins Press Grand Prix -- With Campaign for Tablet
    Number of Lions awarded: The U.S. won the Grand Prix, but picked up only eight other press Lions (three Silver and five Bronze). Brazil won six of the 25 press Gold Lions, including one from an agency in northern Brazil's Bahia, far from the Sao Paulo agencies that dominate the market. Brazil in general is having a phenomenal year at Cannes. Ogilvy Braz […]

Your Green Eyes

Ad

Follow

Get every new post delivered to your Inbox.

Join 48 other followers