The role of diplomacy in protecting bees and beyond: an interview with Slovenian Ambassador Jerenj Müller

As an extension to our previous Case Study article on Slovenia's model path to sustainability, we interviewed none other than the H.E. Ambassador Jerenj Müller at the Slovenian Embassy of Seoul, who embodies knowledge and diplomacy about climate change and sustainable solutions. 

This comprehensive and meaningful discussion with the Ambassador allowed us a chance to learn deeper about Slovenia's diplomatic efforts to contribute to the world's journey to net-zero, as well as the larger picture of diplomacy and communication's place in the climate issue. We also had the chance to strengthen our mission values as youth climate leaders through the ambassador's inspiring words about what it takes to be a competent and transformative climate leader.

What is your favorite part about Slovenia's environmentally friendly policies or climate action strategies?

When I think about Slovenia’s environmental policies, I wouldn’t call myself an expert in technical details, but I do try to promote and explain them. A few aspects stand out to me as particularly important, especially in the way they connect the public with policy.

Often, environmental and sustainability policies are framed as responsibilities for governments alone. But if policies only come from the government side, they often face hesitation or even resistance from the public. I believe it’s the other way around: if you first create an environmentally conscious and sustainability-friendly public, then the government will naturally have to adapt to that demand. This bottom-up approach is one of Slovenia’s greatest strengths.

For example, Slovenia has embraced the branding of being a green country. That national identity encourages policies with strong public support, such as forest protection. A large part of Slovenia is under the EU’s Natura 2000 initiative, which designates certain forests and landscapes as protected. This means you cannot build or exploit those areas — they’re preserved to maintain Slovenia’s identity as a green country. It’s a simple but powerful idea that other nations could follow.

Another policy I find particularly important is the right to drinking water and the preservation of water resources. In Slovenia, everyone expects that when they turn on the tap, the water will be clean and safe to drink. It’s essentially treated as a right of all citizens, and the government takes responsibility to ensure it stays that way. This approach arose partly as a safeguard against attempts to privatize drinking water, which we see happening around the world. We believe that water is not a commodity to be sold, but a basic human need that should be available to everyone. This principle also extends to sanitation — ensuring access to water for hygiene and toilets. During the COVID-19 pandemic, when handwashing was critical, many countries could not provide this, but Slovenia made it a priority.

These policies are not only about laws and regulations; they shape how Slovenians see themselves and how the world perceives us. For example, in Ljubljana, the capital city, the center has been closed to vehicles, making it more livable and sustainable. Together, these efforts demonstrate that Slovenia’s environmental strategies work best when they connect national identity, public support, and government responsibility.

How do you wish to expand bee diplomacy efforts in Korea and the larger world in general?

Our bee diplomacy actually began as a very small initiative, but it quickly grew into something with global reach. It started with Slovenia’s proposal at the United Nations to establish World Bee Day — and to our surprise, it was supported by all UN member states. That showed us that people everywhere recognize the importance of bees and pollinators.

Since then, the idea has expanded. While we often use the term bee diplomacy, we also talk about pollinator diplomacy, because bees are not the only pollinators — other insects play vital roles too. But bees remain central to the message because of Slovenia’s long cultural history with beekeeping, and because they are such a clear symbol of hard work and sustainability.

In practice, bee diplomacy means that embassies, including ours here in Korea, try to set an example. We keep beehives, care for them, and use them to show that even small steps matter. Not every embassy has space for hives, especially those located in office buildings, but many collaborate with local communities or farmers to support pollination projects. It’s about demonstrating that anyone, anywhere, can contribute to sustainability.

The message is simple but powerful: caring for bees means caring for the environment and ultimately for humanity. This outreach has also become part of our identity. For Slovenians, there’s a traditional saying that if you work hard, you work like the bees. In our diplomacy, we try to embody that same ethic.

In Korea, this effort has gained momentum. Other embassies and even local companies are beginning to follow the example, establishing hives or supporting pollinator projects. Our Ministry of Foreign Affairs even has beehives in the city center of Ljubljana. So bee diplomacy is both symbolic and practical — it brings people together around a simple, positive action that carries a much larger message about sustainability.

How can we balance long-term climate goals with immediate economic or political realities in diplomacy?

This is always one of the most difficult questions, and diplomats often admit as much. Balancing long-term sustainability with short-term economic or political realities is complex because so many competing voices are involved. It’s not as simple as saying, “The Ministry of Environment will propose a law, the parliament will pass it, and everyone will follow.” In reality, industries, interest groups, and the public all bring competing pressures.

The key, I believe, is to think of sustainability as a gradual transformation rather than an abrupt shift. Some countries cannot adopt strict environmental policies overnight, especially those heavily dependent on industries like steel or coal. If you impose overly strong rules too suddenly, you risk destroying entire sectors of the economy and the livelihoods of thousands of people. That’s not realistic, nor would it gain political support.

Instead, diplomacy works by presenting alternatives and showing that industries can evolve. Heavy industry doesn’t always have to mean “dirty industry.” With the right policies and support, they can transition to cleaner, greener practices. It takes time and effort, but it’s more sustainable in the long term because you bring interest groups along with you rather than alienating them.

Slovenia’s experience illustrates this. We never had a very large coal or steel sector, so it was easier for us to transform our economy. Today, our national strategy is to present ourselves internationally as “green, creative, and smart,” promoting Slovenian companies that succeed globally while also prioritizing sustainability. But even for us, challenges remain: we still have one large coal power plant, scheduled to close by 2033. This raised alarm among industries and workers who depend on it for jobs and energy. The government had to carefully plan alternatives, such as building a second nuclear plant, to ensure stable energy supply and economic security.

This also touches on the human side: when power plants close, it isn’t just about energy production — it’s about communities built around mines and factories. Entire towns may rely on those industries, so transition policies must include retraining, new employment opportunities, and community support.

From a diplomatic perspective, the challenge is to show other countries that transformation is possible without sacrificing economic stability. This is why Slovenia works with other like-minded nations in groups like the Green Group — six small countries (Slovenia, Iceland, Costa Rica, Cape Verde, Singapore, and Ecuador) that champion sustainability together. Acting collectively gives us a stronger voice at forums like the UN, showing that even smaller nations can lead by example. But credibility is essential — you cannot push others if you aren’t doing your own “homework.” That is why Slovenia emphasizes practicing what we preach, so our advocacy carries real weight internationally.

I wish more people knew the importance of diplomacy and communication in solving the climate issue. What are your thoughts on this?

I absolutely agree. Diplomacy and communication are often overlooked, but they are critical in addressing climate issues. Without diplomacy, climate action risks becoming fragmented or stalled.

One of the clearest examples is Slovenia’s leadership in bee diplomacy. At first, when we introduced beehives at our embassy, people thought it was simply a charming gesture — “cute” rather than serious. But as we continued spreading the message about why bees and pollinators are essential to ecosystems, people began to take notice. It grew into a movement that reached governments, businesses, and the public. For instance, when we organized the first international beekeeping conference in Korea, participants were confronted with stark realities: in the past 20 years, Korea faced two moments where bee populations nearly collapsed. That hit close to home and created momentum for action.

This momentum soon translated into policy. For example, Seoul’s city government adopted a ban on using certain pesticides in urban areas. Nobody from Slovenia directly lobbied them — they acted on their own, influenced by the awareness that had been raised. That’s the power of diplomacy: by planting the idea, by modeling action, and by connecting stakeholders, you inspire change without dictating it.

Another example is how other embassies and companies in Korea followed our lead in setting up hives or supporting pollinator initiatives. It wasn’t about free honey, as some joked, but about creating role models. The more organizations that joined in, the more momentum it gained, creating a ripple effect. I even established an informal network called Friends of Bees, bringing together schools, hotels, corporations, and community groups who could amplify the impact.

This is why diplomacy matters so much: it’s not about forcing others to act, but about building credibility, finding synergies, and showing by example that sustainable solutions are possible. It demonstrates that communication, coalition-building, and persistence can directly influence real-world climate outcomes.

Can you share a moment when diplomacy directly influenced a climate-related outcome you were working on, for example, the Green Group? 

Yeah, Green Group was one of them. But I think from my point of view right now, this big diplomacy was even more important. I wouldn't like to take too much credit, but when we started our big house at the embassy, and when we started passing the message about why bees are important, people at first were just saying, "Yeah, that's very cute. It's very nice." But then we continued doing it, and people started thinking, okay, it's really important. We actually need to have more.

When we organized the first international conference on beekeeping last year, the people who came were confronted with the situation in Korea, because in the last 20 years, there were two moments where bees almost went extinct. And then people started thinking, okay, this is not good. We need to do more to protect the bees.

It was very satisfying for me, because last year or two years ago, the Seoul city government adopted a trial law prohibiting certain pesticides. Carnes and I were known as the ones who went to the city government and said, "You have to do it." They did it themselves, hopefully because they noticed what we were trying to do, and they said, "Okay, we need to do something."

At the same time, we saw a race among other embassies and Korean corporations to follow the same path. I don't see this just as an opportunity for them to have free honey, but as a chance to be role models. The more people do it, the more others continue to do it. That’s why I’m hosting the first meeting of the so-called Friends of Bees at the embassy on September 22nd. We’ll bring together corporations, schools, and hotels in Korea that are already maintaining or planning beehives.

For now, it’s basically us, some hotels like Four Seasons Korea are participating. We hope to influence major Korean companies like Hyundai, Kia, and Samsung, because they have opportunities on their campuses. International high schools are also involved, and we are exploring initiatives with them. Up until now, we’ve mostly focused on diplomacy-driven ways to expand awareness about climate change through bees.

What personal habits or practices have you adopted that align with the climate solutions you advocate?

So one of the things is if you don't need the light turned on, turn it off. The other is if you don't need your AC to be on, turn it off. It's not just about the electricity bill; it's about a very small part of the power being consumed. If everyone thought the same, it would reduce the demand for electricity and reduce the carbon footprint.

Another habit I always try to follow is not using my car and relying on public transport, especially trains. We are all too dependent on cars because they’re comfortable. But at least in Seoul, I have a car, but I use it very little because it’s frustrating—everything is stuck in traffic while trains and buses pass by. In Slovenia, everybody loves driving cars, which I dislike. I do like electric cars—they’re becoming more common—but they still use electricity, so there’s still a carbon footprint.

I like regulations in Korea, like special lanes on highways for cars with more than five or seven seats. In Slovenia, we’ve discussed similar lanes, but the idea is that all seats need to be occupied—carpooling is key. Why should a huge car carry only one person when there are plenty of cars going to the same office?

The third point for me is recycling. I try to be very strict about it. In Slovenia, households have separate bins—sometimes five colors—for biological waste, plastic, cans, glass, and paper. You have to sort it all yourself, or you get fined. This means multiple bins in your kitchen, but it’s important. In Korea, it hasn’t fully happened yet, but a couple of years ago we adopted a ban on using plastic shopping bags. Now, either you use a reusable bag, a paper bag, or a biodegradable plastic bag made from corn.

Small habits like these matter. Even though Korea is making progress, convenience stores still give plastic bags, and our trash bags are plastic. People often accept small conveniences rather than think about long-term environmental impacts. But if people were willing to be slightly uncomfortable and consider what could happen in 20 years, they’d start making changes, like bringing their own bags.

Even if you feel like you’re the only one in your neighborhood doing it, good intentions can lead to good results. Over time, small steps like these can change how a country behaves.

What message do you have for young climate leaders of tomorrow?

Don’t be discouraged when people dismiss you or say you’re overreacting. Change doesn’t happen overnight, and often at first others won’t take you seriously. The key is persistence—continuing to show through your own actions that positive change is possible. Instead of trying to forcefully convince others, which usually makes them close off, lead by example. If people see consistent effort, they eventually begin to understand why it matters.

In Slovenia, we’ve experienced firsthand how climate change disrupts daily life. Seasons have shortened—we now really only have winter and summer, while spring and autumn almost disappear. Farmers suffer hailstorms in late summer that wipe out entire crops. Fishermen notice tropical species appearing in the Adriatic Sea for the first time, pushing out traditional fish stocks. These changes made people realize that global warming is not abstract, but something that affects their jobs, food, and communities.

That’s why I say to young leaders: never underestimate the impact of small, steady actions. Pollution of rivers, fish dying, or lakes contaminated—these local wake-up calls made ordinary people ask, “What can I do?” Whether it’s reducing waste, protecting water, or changing crops, everyone can contribute. And even if Slovenia is small, with just two million people, we know that our efforts matter because they build credibility and influence.

There is no “Planet B.” If this planet fails, humanity fails with it. That’s why every small action counts. You don’t need to convince the whole world—you just need to start with yourself, your community, and your country. And when others see progress, they will follow.

For example, global initiatives show how small actions grow into global movements. Estonia’s World Cleanup Day began as a local project and is now a worldwide event encouraging people to clean their neighborhoods, forests, and rivers at least once a year. Slovenia has also started the Digital Cleanup Day, recognizing that digital trash—old emails, files, and data stored on servers—produces more carbon emissions annually than the entire aviation industry. By encouraging people to delete unused files, we not only save energy but also raise awareness about the hidden impact of digital consumption.

These examples prove that local actions can scale internationally. They also show that young leaders don’t have to wait for governments to solve everything. By pushing small initiatives, staying positive, and being role models, you create ripple effects that spread.

The most important message is this: don’t give up, and don’t let negativity discourage you. Even if you feel alone, your persistence inspires others. Good intentions, consistently practiced, grow into real change. Lead not by shouting, but by showing. That is how young people can truly transform society from within.