This study aims to explain Indonesia's efforts in improving its nation brand in Bulgaria. Indonesia has established diplomatic relations with Bulgaria for a long time precisely since 1968. Since then, the two countries have also twine bilateral cooperation in various fields such as economic and socio-cultural cooperations. Despite the increase, cooperation between these two countries is still not reaching the maximum of its potentcy and there are still many opportunities that can be improved. Moreover, based on a survey conducted by the Indonesian embassy in Sofia, Indonesia is still not widely known by the Bulgarian society. Many of them do not know some basic informations about Indonesia, such as where this country is located, what is the xiv national language spoken by its people and so on. It makes Indonesia has a major national interest in Bulgaria, which one of them is to increase the nation brand, to be achieved by making efforts through cultural diplomacy. This research use qualitative methodology through first and secondary sources from interview, books, journal, and website.