In the gardens of the Ministry of Foreign Affairs of the Czech Republic, the new initiative Good Morning Czech Republic was presented on Thursday, June 19, 2025. The platform is framed by Czech diplomacy, with communication and participatory activities coordinated by Czech Centres. It is further supported by exceptional consensus across departments based on cooperation between state promotional agencies: CzechInvest, CzechTourism, CzechTrade, the House of International Cooperation, and the National Sports Agency.

"We realize that the Czech Republic should present itself as a unified entity on the international scene and have a strong, shared tool for long-term building of its image in the world. That is why we launched the creation of a national brand at the Ministry of Foreign Affairs of the Czech Republic last year - in cooperation with state promotional agencies," states Marek Pyszko, Special Envoy of the MFA of the Czech Republic for unified presentation of the Czech Republic abroad.

The initiative responds to the weak perception of the Czech Republic abroad, which has been consistently shown by sociological surveys. The world primarily associates the Czech Republic in a positive light with nature, cultural heritage, and beer tradition. However, a significantly smaller part of the foreign public can associate us with innovations, science, or security.

Czech business is also a partner of the initiative, with the Second Economic Transformation association, which brings together leading Czech entrepreneurs, intensively engaging in it.

"We must dig ourselves out of our favorite plebeian position and conquer the world. And for that, we necessarily need a good Czech brand, which is not just a brand that allows increasing exporters' margins and Czech economy revenues, it is not just a slogan that attracts tourists or investors to us, it is also something that helps us define Czech identity and what we can be proud of. And this package will then present the Czech Republic as a proud, confident economy, which will be reflected in our future prosperity," emphasizes Martin Wichterle from Wikov Industry and ambassador of the Second Economic Transformation.

A key role in the initiative is played by public participation. It is created in cooperation with the BLÍŽKSOBĚ Foundation and the STEM analytical institute. It combines online and offline engagement. People from all over the Czech Republic will have the opportunity to discuss what makes the Czech Republic exceptional, what makes us relevant to the world, and where we should be heading.

We are looking for a national story. With you.

We have launched nationwide participation. You can be part of it. On the website www.dobreranocesko.cz you will find a short questionnaire where we ask:

• What is the Czech Republic to you?

• What are we good at?

• What should we tell the world about ourselves?

Your answers will become the foundation for a new Czech story - a story that will be strategically used in foreign presentation, but also in tourism, business, culture, and sports.

We are among people

We are going into the field with the project - to festivals, to cities, to events. You will meet us in the colors of Good Morning Czech Republic - ready to listen, ask questions, and engage.

Because a country's brand is not created on paper, but among people.