Lyubov Kostova worked with the British Council for 23 years, becoming the first locally appointed – and first female – Director in Bulgaria (2012–2022). Science as a powerful tool for cultural relations was at the heart of her work.
‘It all started in 2003 with the first science communication training for researchers and journalists in Bulgaria, followed by Café Scientifique in 2004. Then came Beautiful Science in 2007, our first regional science project across nine countries. We introduced new models of public engagement with science: a competition (FameLab), a science show (Science Made Simple), and public debates. Contrary to expectations, the impact was immediate – media, ministries, researchers and industry all wanted to be part of it. FameLab’s digital footprint grew so fast that we had interview requests from around the world.’
The long-term legacy includes the Sofia Science Festival, launched in 2011 and now a national fixture, as well as many new science events in Bulgaria and beyond, including taking FameLab to Antarctica for the first time ever in 2025 and hosting 2 BBC science shows at the festival in Sofia. FameLab alumni have gone on to leading academic and policy roles, continuing the ripple effect.
This year, Lyubov received the Honorary British Empire Medal for her contribution to science and education.
‘I was humbled to be the first person in Bulgaria in this field to receive the recognition. I owe it to my work and my colleagues at the British Council.’ Today, she runs the Beautiful Science Foundation, which she co-founded with former colleagues.’