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.

Advertisements

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

Join 73 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:

  • Amazon tests ‘top brand’ label for some big-name fashion sellers
    Amazon.com Inc. is designating products sold by certain companies as “top brands,” a test that if widely implemented could ease tension between the online retail giant and big-name companies used to favorable positioning at brick-and-mortar retailers. The company appended a “top brand” label to products from Speedo, New Balance, Under Armor and Fruit of the […]
  • Cheez-It signs on as College Football Playoff sponsor
    Welcome to the latest edition of Ad Age TV Brief, our roundup of news from the world of broadcast, cable, streaming and beyond. *Extremely Mr. Roarke Voice* Smiles everyone, smiles! Say Cheez-It:  Kellogg’s Cheez-It has inked a multiyear pact to serve as an official sponsor of the College Football Playoff series. Cheez-It joins a rooster of 14 other CFP back […]
  • Agency Brief: Recession looms, Gary Vee publicly shames an intern, but we still have Shatner
    As reports circulate that a recession could be on the horizon “a lot sooner than anyone thought,” Keith Johnston, Forrester vice president and research director, global CMO practice leader, and a former executive at agencies, including T3 and MullenLowe, says brands are going to use this economic downturn as “an opportunity to acquire talent.” “Certainly hig […]
  • Watch the newest commercials on TV from Google, Gucci, Geico and more
    Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. The ads here ran on national TV for the first time on Aug. 12. A few highlights: Gucci serves up a 15-second TV cut of its trippy Mémoire d’une Odeur ad, starring Harry Styles, that debuted online. To make a poi […]
  • 3 unique ways to use Facebook to promote your business
    Although it used to be a platform to connect with friends, Facebook is now used globally for businesses to promote their content and grow their following. The platform boasts 1.56 billion daily active users on average, and this number continues to increase as time goes on. If you use the platform to grow and cater to your audience, there’s no doubt it can ea […]

Your Green Eyes

Ad

Advertisements