The journeys that build a leader

Introduce yourself in a few words..

My name is Atanas Radev, I am 54 years old, an entrepreneur and founder of the companies “Green Master Group” and “Vitagold”. For years, I have been working in the fields of healthy living, innovations in dietary supplements, and network marketing. I believe in sustainable growth based on innovation, personal development, and international partnership.

What does traveling the world mean to you?

Exploring landmarks, natural beauties, culture and lifestyle of different nations. It is also a source of inspiration for business development and a chance for a fulfilling rest. Every trip helps me expand my worldview, get acquainted with new ways of thinking, and rediscover myself and my professional role in the global economy.

How many different countries have you seen so far? Share an interesting story or highlights from your travels?

So far, I have visited over 40 countries on four continents – Europe, Asia, Africa, and North America. Every trip brings something unique, but one incident from China will stay with me for a lifetime.

After successfully participating in an exhibition in Guangzhou, I decided to stay a few more days to explore the region – including Shenzhen and Hong Kong. Financially, I was calm – I had three credit cards. But fate decided to ground me – literally and figuratively.

Due to an earthquake in the Pacific Ocean, an important underwater internet cable was cut, which blocked ATMs across China. The result? My colleague and I were left with only 28 dollars in our pockets… and three megacities ahead of us. The cards were full of funds, but completely unusable – a modern irony of fate.

At that moment, I pulled out my student mode from memory – cheap transport, improvised meals, and well-measured steps. It turned out to be not just survival, but an unexpectedly romantic and fulfilling experience. We traveled like locals, met incredible people, and saw more than what is usually “bought” with comfort.

Three days later, at the airport in Hong Kong, when the system was restored and “I was rich again,” I realized how valuable this experience was.

The conclusion? The saying that one should know both 2 and 200 holds true. And one more thing – always carry a little cash, especially in Asia. Sometimes 28 dollars can gift you a story to tell for a lifetime.

Do you like to repeat destinations? Give examples and motivation “for” or “against”?

Yes, I love to revisit some destinations, especially when they have made a strong impression on me. This is especially true for cities with rich cultural and historical heritage like Rome, Paris, Istanbul, Vienna, Saint Petersburg, and others. I have also been to Dubai multiple times – this city always impresses me with its dynamics, innovations, architecture, and business environment. Dubai is a prime example of transformation and visionary thinking – from a desert landscape to a global hub for technology, finance, and tourism. Repeating such destinations allows me to build upon my experiences and discover new perspectives. Of course, I also love to visit new places – this is part of my quest to seek inspiration and learn from different cultures.

What was your first trip that truly changed you as a professional and can be said to have changed your thinking?

My first trip to China in 2004 was indeed such a turning point. I was extremely impressed – even shocked – by the scale, the different culture, and the value system. Confucian philosophy, which emphasizes order, respect, and sustainable development, was in contrast to the aggressive, yet effective business management, oriented towards expansion and innovation. This trip helped me realize that success is achieved not only through dynamism but also through respect for the traditions and cultural peculiarities of partners.

What do you learn about yourself and your professional skills when you are in a new cultural environment?

In every new cultural environment, when I communicate with business representatives or the local community, we inevitably discuss my activity. It is in these conversations that I understand to what extent my expertise is relevant and impressive to people from different backgrounds. I always listen to feedback – it helps me highlight my strengths and identify areas where I need to improve. Thus, every trip becomes a lesson and an opportunity for professional and personal growth.

Have you met people or ideas during your travels that have influenced your career path?

Many times. Part of my travels has always been related to business meetings, international exhibitions, and forums. In these contexts, I have met innovations and professionals whose ideas I have integrated into my companies. This is how I maintain the high quality and relevance of the products and services offered. I believe that innovative ideas are born at the crossroads of cultures and economies.

Do you think that your travels help you expand your professional network? How?

Yes, definitely. My travels have provided me access to entrepreneurs, traders, and experts from the fields in which I develop. This has significantly contributed to my past and present successes. I believe that personal contact and live communication are irreplaceable – they build trust, which is hard to achieve through online communication alone. I recommend every entrepreneur, especially young ones, to travel, attend international events, and create real contacts – this is how valuable partnerships are formed.

What skills do you develop the most when you travel, and how do they affect your work?

My communication skills and adaptability develop the most – the ability to orient myself and function effectively in different cultural and business contexts. Moreover, every trip enriches me with new knowledge and business practices that I apply in my companies. This directly influences the quality of the decisions I make and the competitiveness of my business.

Is there a city or country that inspired you to start a new business or project?

Yes – definitely Saint Petersburg. This is the city where I actively developed my business and which deeply impressed me with its scale, cultural value, and economic dynamics. Unlike Bulgaria, where the market is more limited, in Russia I saw real potential for large-scale development, precisely because of the vast territory and the millions of inhabitants. My work there inspired me to think bolder, to expand my business strategies, and to seek solutions that meet the needs of large and diverse markets. This experience has definitely motivated me to start new projects and to view opportunities on a more global scale.

When you are in an unfamiliar country, do you feel more motivated or more distracted? Why?

In an unfamiliar country, the feeling of novelty and unpredictability acts as a catalyst – at the very least, it awakens curiosity. This curiosity is sufficient motivation to stay focused, even in a completely different environment. For me, it is precisely the new that unlocks concentration and inner mobilization – I observe, analyze, and learn. Instead of getting distracted, I feel that I think sharper, see clearer, and appreciate deeper. In such moments, consciousness expands, and imagination begins to outline new possibilities.

Are there destinations that act as a “restart” for your creativity and ambition?

Yes, definitely. Dubai and Shanghai are two cities that always make me hit “restart”. There, development is tangible – not just over years, but literally over months. You see buildings, technologies, and ideas that were just concepts not long ago. These places remind me that nothing is impossible when there is a vision, boldness, and persistence. They recharge me not only with inspiration but also with the desire to dream bolder and apply innovations in my field. In such environments, creativity is not a choice – it is a natural response to the surroundings.

How do you manage the balance between work and pleasure when you travel?

For me, pleasure is an integral part of every business trip – not a luxury, but a necessity. When you are in a foreign country, far from routine, you have the opportunity to “reset” – to adopt new perspectives, refresh yourself mentally and emotionally. Even a short evening walk or lunch in a local restaurant can recharge you with new energy and inspiration. I believe that good mood and inner balance are an irreplaceable foundation for productivity – they unlock creativity, build resilience, and make even the toughest decisions clearer. That is why my travels are not just a series of commitments, but experiences that better prepare me for professional challenges.

How have travels changed the way you perceive the value of money?

Traveling has taught me that the true value of money is not in the quantity, but in what it creates for you – as an experience, knowledge, and connections. I have met people who live richly in terms of emotions with little means, and others – with much, but with an empty gaze. That is why I believe that one of the best investments you can make is in travel. They not only broaden your horizons but often lead to ideas with real economic value. I have learned to view travel expenses not as costs, but as capital – capital that brings dividends in new knowledge, inspiration, and contacts.

Do you travel to find new ways to make money?

Yes, when I travel for work – especially to international exhibitions, conferences, and business forums – I always look for new ideas, opportunities, and partnerships. This is one of the main goals – to discover potential solutions, products, or concepts that can be adapted to our market and bring value. But when I travel with family or for leisure, the focus is completely different – there I seek connection, tranquility, and experience. In truth, sometimes it is precisely then – in an informal setting, outside the business context – that the most original ideas are born. That is why for me making money is never an end in itself, but a result of inspiration, observation, and the ability to see opportunities where others see just landscape.

What lessons about financial independence have you learned from different economies and cultures?

Traveling has taught me that financial independence is not just a matter of income – it is a culture of thinking. In Germany, I have mastered the value of precise planning and sustainability – there, everything is built with a vision for the long term. In the USA – the entrepreneurial spirit and the freedom to take risks. In Europe – stability, attention to detail, and the pursuit of sustainability. From each culture, I have taken something – for example, the Asian tendency to save and the American boldness to invest. The lesson is clear: financial independence is not a one-time act, but a way of life. It is built with persistence, adaptability skills, and the ability to recognize value beyond price.

Do you think it is better to spend on experiences rather than material possessions?

I believe the key is in balance. Material possessions satisfy basic needs – the home you live in, the car that provides you security and comfort, or the technology that makes your daily life easier. But experiences – especially those related to travel and cultural exchange – affect you on a deep emotional and mental level. They change you from within, leaving memories that do not depreciate and do not lose value over time. For me, the most sustainable formula is to invest in both – to live comfortably, but also to live meaningfully.

How do you see the future of digital nomad life?

I believe that the digital nomadic lifestyle will become increasingly widespread, especially among young people. The world is now more connected than ever – the boundaries between countries, companies, and cultures are becoming more conditional. The ability to work from a place that inspires you – whether by the sea, in the mountains, or in a dynamic metropolis – is turning from a dream into a reality. This is a new form of freedom: to choose not only what you work on, but also where and at what pace you do it. And it will change not only the labor market but also the way we perceive work as part of life.

Are there specific countries that are more favorable for work and investments?

For me, the focus has always been Bulgaria – the country where I was born and built my business. Here I know the people, the mentality, and the market. Over the years, I have also worked and invested in neighboring countries – such as Romania, Greece, Turkey, and North Macedonia – precisely because of the cultural proximity, geographical accessibility, and the opportunity to build long-term partnerships based on trust and shared values. I am convinced that sometimes “the best place” to work is not the most exotic, but the one you can understand and develop in depth.

If you could choose one place in the world to develop your next big idea, what would it be and why?

I choose Bulgaria. Not only because it is my homeland, but because I believe in its potential – in the people, in nature, in the spirit. Here I have a foundation from which I can create value, inspire, and build. I believe that when you create meaningful things where you grew up, your contribution is double – both professional and moral. Of course, I am open to global challenges – if an idea touches me deeply, it does not matter where I will realize it, as long as I believe in it.

What destinations would you definitely recommend visiting and why?

China – for its vast scales, contrasts, and the feeling that you are in the future, even when you are in the midst of millennia of history.

Dubai – because it is a living demonstration of how vision, ambition, and modern technologies can transform the desert into a global metropolis.

Europe – every country here is a treasure trove of history, culture, and lifestyle that carries identity and inspiration.

Russia – because it combines grandeur and depth. I love it for its rich culture, strong national spirit, and cities like Sankt Petersburg, which exude class, intellect, and history. Russia reminds us that every nation has its unique path, and it is in the respect for this diversity that the most valuable lessons for global thinking are hidden.

What is the career advice you would give based on what you have seen around the world?

If I had to summarize what I have learned from my travels and meetings around the world into one career advice, it would be the following: be global in your thinking, but local in your actions. Be inspired by great ideas, by foreign experiences, by the innovations you have seen on five continents – but apply them wisely, with respect for the people and the context in which you work.

Another key principle is not to be afraid of change – it is an inevitable part of success. The world belongs to those who adapt quickly, learn continuously, and act with passion, whether they are in a small office in their hometown or in a skyscraper in a metropolis.

And one more thing – professionalism has no nationality, but it has a signature. Work in such a way that wherever you go, people recognize your style – of integrity, resilience, and inspiration.