In the Bulgarian mountain village of Ribnovo, home to about 3,000 people, every wedding is a cultural event. Women from the groom's family paint and decorate the bride's face. With her eyes closed, she is led into her husband's home, where the makeup is removed again. Only then may she open her eyes, marking the start of her new life.

Local advocate Mustafa Emin is working to preserve the ritual while promoting tourism in the region. He is pushing for UNESCO recognition as intangible cultural heritage, meeting with politicians and cultural experts to support the effort.

A central element of the multi-day celebration is the dowry. For 20-year-old bride Nevse Kiselova, it includes cooking pots, slippers and 47 warm blankets. The items are displayed outside her home, where neighbors judge her taste, and how well prepared she is for marriage. Costs run so high that families begin saving for the event as soon as a daughter is born.