The director of the Cervantes Institute in Berlin attributes the difference between this branch and the other centers in the network to the city's own identity: "In Berlin, you can see the scars of a history as fascinating as it is brutal on every corner. However, today Berlin is once again young, vibrant, dynamic, international, and multicultural: it attracts artists, writers, filmmakers, and designers from all over the world."
These characteristics, combined with the political and geostrategic importance of the German capital between Western and Eastern Europe, define the Institute's significant role in the European cultural debate. "The Cervantes Institute, in addition to bringing Berliners closer to what is happening in Spain and Latin America, primarily seeks to transport ideas in both directions, contributing perspectives formulated in Spanish to international movements and trends," adds Ignacio Olmos.
Regarding the image of Spanish culture in the country, the director states that 19th-century stereotypes persist. However, he points out that: "this image is changing, and today Spain is increasingly perceived as a country that combines a high quality of life with business efficiency and reliability, a country of innovation, design, and also a sense of humor."
According to Olmos, interest in Spanish culture in Germany is steadily growing, as evidenced by the 2.850 students enrolled at the Cervantes Institute in its first year of operation in Berlin. "I believe that film is a key sector for changing stereotypes, and it's proving very successful in Germany. I'm thinking of 'Mondays in the Sun,' which has just premiered in Germany to extraordinary reviews across all media. And also of Jordi Savall, who fills concert halls in Germany with Spanish Baroque music, in a truly competitive field in Europe."
The relationship between the Cervantes Institute's cultural promotion efforts and Spanish business activity in Germany is not very significant, given the limited presence of Spanish companies there. In this regard, Olmos explains that "contacts with Spanish companies have been occasional so far, but we are working on a project to create a Cervantes Foundation, which we hope will integrate Spanish companies with interests in Germany and will serve to develop cultural programs under the 'Spain' brand."
The director concludes by stating that "it is important for Spanish companies to see Spanish-language culture as an ally in a long-term strategy. It is an existing model that requires a great deal of vision, strategy, and planning."
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