ETHNOLOGY FEST Serbia’s Cultural
Heritage as a Diplomatic Signature U nder the patronage of Tama- ra Vučić, the wife of the Presi- dent of the Republic of Serbia, the Ethnographic Museum in Belgrade hosted the "Ethnol- ogy Fest", an international festival dedicat- ed to the promotion of intangible cultural heritage and a contemporary interpretation of tradition. The festival's creator, Gordana Goga Grubješić, devised a programme that connects handicrafts, design, and cultural diplomacy, with a clear aim – for heritage not just to be preserved as a memory, but to be lived, used, and passed on. The idea behind the festival rests on two parallel trajectories. The first is bring- ing tradition closer to younger generations through a contemporary aesthetic and com- municative framework, whilst the second is directed towards the international pres- entation of Serbia as a country with a rich and diverse cultural identity. "We wish to present our tradition, cul- tural heritage, and handicrafts in a way that resonates with the modern individual," it was highlighted during an informal gath- ering between the festival's patron, Tama- ra Vučić, and the women who nurture an- cient crafts, with an emphasis that its true strength lies precisely in the fusion of the old and the new. This year's edition of the festival also has a special international dimension – the country in focus is Kazakhstan, thereby fur- ther strengthening the idea of cultural dia- logue and exchange between nations that foster rich heritage. The participation of the new Ambassador of Kazakhstan to the Re- public of Serbia, Mr Bolat Imanbayev, fur- ther confirmed the diplomatic significance of the event and its role in connecting cul- tures. In this spirit, special attention was al- so given to diplomatic gifts, which become cultural ambassadors in their own right. As
to royal families, as gifts to ambassadors, presidents and first ladies. The scarves that promote our cultural heritage have been re- ceived by, among others, the wives of the presidents of the United States of Ameri- ca and Turkey, as well as the former Ger- man Chancellor Angela Merkel. Alongside hand-painted and printed scarves and ties, we have also started printing on wool,’ says Maruška Topalović, owner of the ‘Maruš- ka’ brand. Tamara Vučić, who herself often wears clothing and accessory pieces by domes- tic producers – from ‘Maruška’ scarves, through ‘Maridruna’ jumpers, bags and footwear, to bags by the ‘Staparska ruža’ Association and ‘Sirogojno’ jumpers – em- phasises that fashion in this context goes beyond aesthetics. It becomes a form of non-verbal communication and an intro- duction to dialogue. "It is often the initial spark for conver- sation. Fashion is a silent language, but a highly powerful way to establish first con- tact," she pointed out, noting that precise- ly such details in diplomatic protocol of- ten open the floor for a deeper exchange. Thus, the "Ethnology Fest" is positioned not merely as an exhibition or a cultural event, but as a platform for encounters – between tradition and modernity, domes- tic creators and international guests, the past and the future. The aim of the event, which this year celebrates its jubilee 10th edition, is for Serbian cultural heritage to be presented as living, dynamic, and inspiring, as a re- source for the future that is continually re- interpreted through new generations, aes- thetics, and encounters.
Tamara Vučić points out, the idea is that the gifts Serbia presents during interna- tional encounters are simultaneously au- thentic, practical, and symbolic. "We strive to make them personal gifts, items they will use and which will always remind them of Serbia, our hospitality, and our tradition," she states, highlighting that an informal yet strong cultural communi- cation is built through such details. In previous years, as part of this prac- tice, First Ladies received handmade gifts inspired by Serbian heritage – from Sirogo- jno jumpers, to Maridruna bags and "Maruš- ka" scarves personalised with initials, right through to an Ercegovac hat presented to the First Lady of Uzbekistan. "We always endeavour to include gold embroidery, per- sonalisation, and motifs that carry the iden- tity of our region," noted the wife of the Serbian President. ‘Thanks to the support of the state, my scarves have gone all over the world –
Želimo da našu tradiciju i kulturno nasleđe predstavimo na način blizak savremenom čoveku / We wish to present our tradition and cultural heritage in a way that resonates with the modern individual – Tamara Vučić
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