SIT DOWN & SPIRIT Business Forum

Where Culture Meets Economy

Ljubljana, 23 August 2025 – Before the sold-out premiere of the Peace Child musical at Križanke, the SIT DOWN initiative gained an additional dimension. In cooperation with SPIRIT Slovenia, a business forum was held that brought together business leaders, diplomats and cultural representatives to explore how culture and the economy can jointly build a sustainable future.

The forum highlighted the importance of building bridges between the creative sector and the economy. Speakers emphasized that culture is not merely an accessory to politics and economic flows, but a strategic factor that strengthens international cooperation, reinforces identity and opens space for innovation.

The event was opened by Slovenia’s Minister of the Economy, Tourism and Sport, Matjaž Han, who stressed that investing in young people is the greatest investment in the country’s future:

Young people are the driving force of innovation, creativity and growth – in the economy we offer them opportunities, in sport we encourage them towards excellence, in culture we give them a voice. The Peace Child project proves that music and art can connect young people from different countries and cultures, building trust, friendship and cooperation. At the crossroads of culture, economy and youth, we create space for innovation and a sustainable future, where every young talent has the opportunity to co-create the world we all wish for.

Two panels brought together a distinguished line-up of speakers. The first panel explored the role of culture as a partner in shaping societies, fostering international cooperation and responsible entrepreneurship. Speakers included Nataša Kos (Ministry of Foreign and European Affairs), Ana Stanić (singer and President of the Serbian Creative Chamber), Darko Brlek (Festival Ljubljana), Janez Škrabec (RIKO) and Bernhard Kerres. The second panel addressed the role of artificial intelligence in achieving sustainability in the economy and society, with contributions from Matevž Frangež (Ministry of the Economy, Tourism and Sport), Mihajela Črnko (IRCAI/UNESCO), Aleš Pevc (Technology Park Ljubljana), Boštjan Gomilšek (Result) and Mark Pleško (Cosylab).

The very next day, on 24. August 2025 the Musical was also broadcast at the World Expo Osaka 2025 in Japan, in the United Nations Pavilion.

SPIRIT Slovenia will also organise a Business Forum in Vienna, ahead of the Austrian premiere of the Peace Child musical on 23 October 2025 at the Wiener Konzerthaus, on the eve of United Nations Day.

The SPIRIT Forum thus clearly demonstrated that art, diplomacy and economy can unite in a shared vision – a vision where culture is not an expense, but an investment in the future.

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