Communications expert, content creator, cat mom, Naples lover, and the creative mind behind the SEMPRE travel guides — Kata Szabó moves through life with humor, curiosity, and a YKRA bag always by her side. We sat down with her to chat at her flat near Budapest’s Lehel Market to talk about her chaotic creative rhythm, her love affair with Italy, and her growing collection of YKRAs.

Hi Kata! Please introduce yourself and tell us a bit about what you do.

Hi, I’m Kata. I’ve been working in communications for—well—a million years now. Basically, since social media became a thing.

I used to work in agencies, but after a while I realized those structures didn’t really fit me. So I went freelance. Freedom has always been super important — I like managing my own time. Of course, it’s not always easy; I can be pretty scattered, but I’ve learned to regulate myself.

My days don’t look like a normal person’s at all — more like a typical creative’s. Sometimes the inspiration hits at 10 p.m. and that’s when I start working. Other days I can’t get out of bed before ten if there are no meetings.

I split my time between home and client work: creating content, filming, photographing, writing, running ads, even doing a bit of design. It’s a bit of everything, and honestly, I use every skill I’ve ever picked up. It’s funny — what I do now wasn’t something you could study anywhere. I had to invent it for myself.

And how did you end up on this path?

Since there’s been Internet! I’m a millennial — I grew up with all this. Back in the day, I built websites on Geocities for my favorite bands, played with Flash and Dreamweaver… all of it.

I blogged about music and my life, built little online communities — I was there for Tumblr when Tumblr was the thing, and then moved on to Instagram. It all evolved naturally.

So yeah, it was obvious early on that digital self-expression was my thing.

And how did you connect with YKRA?

Through Eszter (Eszter Lebó, YKRA CEO - ed.)! You remember, right? I first joined as a YKRA ambassador — that’s how it started.

Back then, I was already working a lot in gastronomy — kind of by accident. While still at agencies, I started taking on food-related clients through word of mouth. I don’t cook (which is ironic), but I love food, I love photographing beautiful things, and it just pulled me in.

At the same time, I already had a bunch of YKRA bags. I can’t even remember where I first saw them — probably in a shop somewhere. I remember thinking, “Okay, this is expensive… but I need it.”

My first one was the TOMCSÁNYI collab — the printed one — I bought it at Garden Studio. I still have it!

Then came the ambassador call, and about a year later, Eszter reached out about a social-media role. She said she’d wanted to work together for a long time and was just waiting for the right moment. That was around four years ago now.

What does an average day look like for you?

Well… around noon, I usually go down to Piccolo (a famous local mini pub at the Lehel Square market -ed.) And then… that’s it, day’s over! (laughs again)

No, seriously — I try to wake up early, but I’m not a morning person. I start slow: coffee with Cirmó, my cat, some music, and only then do I start working.

My schedule depends on client meetings. I try to block out full home-office days so I can be productive, then have other days for filming, brainstorming, or running around town.

And sometimes, yes, the creative wave hits at night — that’s when I finish things. My “routine” is really just controlled chaos.

And how do you recharge? What inspires you?

Piccolo! (laughs) And travel. Travel always inspires me.

Naples inspires me. Actually, all of Italy does. The colors, the chaos, the warmth — it fills me up completely. And Naples especially… it became such a love affair that, well, it even resulted in a “child.”  A book! Or actually, books.

Tell us about the SEMPRE guides. How did they come to life?

It all started with Naples. I wanted to give something back to the city that gave me so much.

People on Instagram loved it when I shared stories from there. They’d message me asking for tips, and I realized there was real curiosity — but I didn’t want to write a traditional guidebook. I wanted something emotional and personal, something that makes you feel Naples.

Then, randomly, one day, Eszter and I were chatting about Boo Studio, and we somehow ended up saying, “Let’s make a book.” And we actually did!

We gathered everything I knew about the city, structured it carefully, and brought in amazing people: Botond Wertan did the photos, Ákos Komlovszky the design, and Levi Csordás the illustrations — even though he’d never been to Naples! He still captured it perfectly.

It all came together in about six months. Then came the second book, Florence.

How was writing about Florence different?

Completely! I didn’t know Florence at all. I went there for the first time last January and since then… maybe six or seven times.

The first book helped; I already had a structure. But what amazed me was how quickly I built connections there — real ones, like in Naples. When we launched the Florence book, all the people we featured came to the event.

Seeing them happy with how it turned out — that’s what matters most. It’s not even about whether I like the result; it’s about whether they feel represented. That means everything.

And what’s next for SEMPRE?

Another Naples book! But this one’s deeper — more about people and local projects that bring new energy while keeping tradition alive.

We’re also developing SEMPRE Tours — private travel consultations, custom itineraries… it’s growing into something much bigger than I ever planned.

Tell us about Cirmó — and Lehel Market, since that’s where we met for the photos.

Ah, Cirmó! He’s 13 now, around seven kilos — my oldest friend and flatmate. We’ve lived together at Lehel Square for 13 years.

He’s basically a social-media star — people always ask about him. And yes, he fits perfectly in the MATRA MINI — we’ve tested it!

As for Lehel Market — I love it. It’s not a fancy, touristy market. It’s raw, alive, full of characters — like a little Naples in Budapest.

If you go often enough, everyone starts recognizing you — the butcher, the barista at Piccolo, the fruit guy. It feels like community. That’s why I love it.

Let’s talk about your YKRA bags. You’re known to have… quite a collection.

Oh yes, absolutely guilty! I think I might have all of them. But what’s funny is that I actually use them all — they’re not just decoration.

I rotate them depending on my outfit or season. There’s one for every purpose: travel, work, coffee runs, festivals.

The Scout is my everyday hero — perfect size, my laptop fits, and I can go from meetings to cafés easily.

The Side Pouch is my absolute favorite “on-the-go” bag — I wear it everywhere, even at night. I have several, but my favorite now is the Magic Sealife pattern by Enikő Eged.

And the Sailor Pack is my travel savior — super light, you can pack it full, and with the new stronger straps it’s also really comfy. Pro tip: clip a Side Pouch on top — it’s genius.

So yes, I’m definitely a collector… but a practical one!

What’s in your bag, Kata?

Scout — My go-to bag when I’m running around the city from client meetings to content shoots. My Mac fits perfectly, and there’s always room for all the small stuff I need.

Side Pouch — When I go out — even just for a coffee or a night out — I always grab a Side Pouch that fits my outfit… because I have several! :D My current favorite is the Magic Sealife one by Enikő Eged.

Lipstick & lip gloss — I’d never leave the house without something bold on my lips. Always pink or red — a little statement piece.

Old-school headphones — I’d lose wireless ones in a minute. But I need music; it’s the soundtrack of my walks.

Perfumes — I learned in Italy that your scent should speak before you do — it should tell your story without words.

Rings — I recently became a “ring person.” My two chunky silver ones from Malna are my favorites — beautiful handcrafted pieces that go with everything. And if they don’t, I wear them anyway.

The SEMPRE guidebooks — I carry them when I travel. They’ve helped people discover Naples and Florence — and they’ve brought me friendships that will last forever.

SEMPRE stickers — My little calling cards (laughs). I always have some to leave in places I love — you can spot them all around Naples and Florence.

Cat toys — Every time I buy food for Cirmó, I also buy a new toy he never plays with. My flat is full of fake mice in every color.

Glasses — I need them to see, but they’ve become part of my look. I just got new frames in bright colors — they match my “writer” personality perfectly (laughs).

Vinyl — I’m a music freak and vinyl collector. My latest treasure, Scialla by Nu Genea, was the sound of summer — for me and for Naples. One spin and I’m right back there.

Vintage Naples street guide — I found it in an antique shop while browsing with friends. It came into my life at the perfect time — a little compass to remind me where to head next.