site.btaWords of the Year Campaign Starts for 5th Consecutive Year

The campaign titled Words of the Year with Kak se pishe [how do you spell it]? has opened for nominations as of today, the organizers from the Kak se pishe? literary platform announced here on Monday. The initiative, which focuses on the words that defined the year 2025, is being held for the fifth year in a row.

The campaign will run until January 9, with nominations collected via the Kak se pishe? social media profiles. In the second stage, a five-member jury will select 10 finalists from the 30 nominations that receive the most votes. The final vote to determine the top three words will take place through an online poll on the Kak se pishe? website between January 12 and 17. The results will be announced on January 19, the organizers said. 

The jury consists of long-time observers and participants in Bulgaria’s public life, as well as language experts: Pavlina Varbanova, Georgi Lozanov, Veselina Sedlarska, Doroteya Nikolova and Ivan Landzhev.

According to campaign organizers Varbanova and Nikolova, there continues to be a strong need for people’s voices to be heard, and “the surge of public energy at the end of 2025 confirmed this unequivocally.” In their view, there are clear indications that society is not apathetic and that intolerance of corruption and lawlessness is on the rise.

The Words of the Year with Kak se pishe? campaign will once again include an analysis of Bulgarian-language media content, presenting a ranking of the most frequently used emblematic words in the mass media, as well as a ranking of public figures based on the number of times they are mentioned in the media. 

The top words and phrases in Bulgaria in 2024 were "Schengen," "Dubai chocolate" and "sanitary cordon", according last year's poll.