“Good Morning, Czechia” Project Redefines Nation’s Global Image

To reshape how the country is seen by the world—and by its own citizens—the government has launched a new initiative titled “Good Morning, Czechia!”

The campaign, led by the Czech Ministry of Foreign Affairs in cooperation with Czech Centers, aims to collect data on how Czechs perceive their national identity.

Based on this input, the state will develop a comprehensive communication strategy and create a unified presentation of the Czech Republic abroad.

The project encourages citizens to help define the so-called national story by answering just four questions on the campaign’s website.

These questions ask what people want others to associate with the Czech Republic and what they personally feel proud of when they think of their country.

A separate survey conducted by the House of Foreign Cooperation revealed inconsistent views of the Czech Republic around the world. While Germany and France often categorize the country as part of Eastern Europe, people in Indonesia tend to view it as a Western European nation.

Without a unified strategy, officials say, the Czech Republic is missing opportunities to promote itself effectively.

To address this, the government recently unveiled plans to standardize the visual identity of state institutions. A shared logo will be introduced across ministries and agencies.

“By the end of this year, we’ll present the graphic manual. Then, by April next year, all institutions will adopt the new identity,” announced Foreign Minister Jan Lipavský.

“The “Good Morning, Czechia!” initiative is more than a PR move. It reflects a growing awareness that in a globalized world, national branding matters—not just for attracting tourists or investors, but for shaping diplomatic, cultural, and economic influence,” Lipavský added.

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