Belgium has been struggling with portraying itself as the successful country it is. We needed to revisit our branding in order to improve upon our international status. Belgium has some of the best athletes in the world across multiple sports. We are the country of beer, cheese, fries, chocolate and waffles. We are the heart of Europe. The perfect place for both business and leisure. People come for work and end up staying for life.

But despite our rich pool of assets, Belgium still is the definition of battling division. Flanders is in constant competition with Wallonia and vice versa. We’re two brothers sharing the same toy. We have our quirks, but somehow still manage to function like we don’t. We are, however, proud of being the round peg in our new – and sometimes – square identity, which we’re not afraid to put on display.