In this episode of the Mountain Collective Podcast, I sit down with Thanos Stathakopoulos founder of The Greek Embassy in Amsterdam.

Before opening a restaurant, Thanos built a community of over 15,000 people through diaspora-driven events—creating a cultural movement long before launching a physical space.

We dive into what it really means to build a brand rooted in identity, why community always comes before product, and how emotional connection can be your biggest competitive advantage.

This conversation is a must-listen for founders, creatives, and anyone building a brand that goes beyond transactions.