Operation: Teddy Bear is set to expand its program “The Hidden Talents of Bulgaria” which provides individualized mentoring support, education, university preparation, and pathways to professional realization for young people who have grown up without parental care or are living in extreme poverty.

This expansion is made possible with the support of Coca-Cola Bulgaria, which is donating BGN 60,000 on the occasion of its 60th anniversary in the country.

The funds will be invested in the expansion of the “The Hidden Talents of Bulgaria” program over the next two years and will make it possible to: admit a larger number of young people who will receive individualized learning plans; increase the hours of mentoring and psychological support; cover university tuition fees, study materials, and specialized courses; develop a more comprehensive system for tracking participants’ progress and growth; and provide career guidance and integration into the workforce.

Over the past five years, with the support of Coca-Cola Bulgaria, the program has delivered more than 2,000 hours of mentoring and psychological support and over 4,500 hours of individual lessons and activities. Eighty young people have been given the chance to build a better life—among them, 23 have become university students, more than 60 have entered employment, and one has published a poetry book whose entire print run sold out. Currently, 42 young people continue their education and are achieving their first successes.

“We believe that true success is measured not only in numbers, but in the opportunities we give young people to build their future. That is why our support for Operation: Teddy Bear is a natural continuation of our mission—to leave a meaningful legacy. We are happy that, in the year of our 60th anniversary, we can support even more young people on their path toward education and the realization of their dreams,” said Boshko Popeskov, Executive Director of Coca-Cola Bulgaria.

The donation is part of a series of initiatives through which the Coca-Cola System in Bulgaria is marking 60 years since the production of the first bottle of Coca-Cola in the country, which began in 1965. Today, Coca-Cola is a key investor, employer, and partner in the development of local communities. In 2024 alone, the contribution of the Coca-Cola System in Bulgaria amounted to BGN 1.15 billion in added value, with the company’s operations supporting over 17,300 jobs across the entire value chain.*

As one of the organization’s largest and longest-standing donors, Coca-Cola continues to support the annual Christmas donation campaign, with over 12,500 wishes fulfilled in 2025, the coordination of numerous charitable initiatives for youth at risk, and the creation of a community of thousands of volunteers and donors.

“When a child is given the chance to learn and to dream, society as a whole benefits. Breaking the cycle of deprivation begins with care that inspires confidence and hope,” added Zornitsa Nikolova, Partnerships and Fundraising Specialist at Operation: Teddy Bear.

“Education is the light that leads children out of the shadow of deprivation toward a better future of their own. At Operation: Teddy Bear, we are here to ignite that light in every young person we work with, and together to write a series of stories of change that transform lives,” shared Gergana Yordanova, Head and Program Coordinator of the organization.

This year as well, during the Coca-Cola Christmas Truck Tour across the country, visitors will be able to support the organization’s causes on-site in every city on the tour.

*The results are published in the independent study “Economic Impact of the Coca-Cola System in Bulgaria,” covering the period 2014–2024, conducted by the global consulting company Steward Redqueen.

More about Operation: Teddy Bear

For 18 years, the organization has been behind the largest Christmas campaign for children living in institutional care in Bulgaria, bringing together hundreds of donors, volunteers, and partners each year, united by the desire to make dreams come true. Alongside this, it develops the year-round educational program “Bulgaria’s Hidden Talents,” aimed at young people without parental care or living in severe social hardship.

The program provides individual mentors, covers university tuition fees and private lessons, offers housing when needed, and ensures access to training and professional equipment—everything young people need to build skills, find employment, and take their first steps toward independence.