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In the last two decades there is a process of revitalization of Bulgarian traditions. It is expressed in the increasing interest of people of different ages and social strata in Bulgarian folk costumes, dances and customs, presented in the public space at various events (local feasts, festivals, etc.). In this paper I argue that the traditionalisation of culture is closely related to and an expression of ethno-nostalgia and ethno-nationalism, with a strong emphasis on Orthodox Christianity. Some of the consequences of this process are the normalization of the discourse of exclusion and stigmatization of other ethnic and religious communities, of LGBT people, along with increasing xenophobia, anti-liberal and anti-European attitudes.