The speech of Prime Minister Viktor Orbán during a traditional, closed organization gathering in Kötcse (this time broadcast live) opened a fresh phase of the electoral run in Hungary.
In fresh polls, the opposition organization TISZA, directed by Péter Magyar, clearly leads — gaining about 51% of support, while the ruling Fidesz reaches about 36%. In response, Péter Magyar announced the "Hungarian fresh Deal" programme to revive the economy through investment, improvement and unlocking billions of EU funds. Viktor Orbán, on the another hand, warns that enhanced cooperation with the EU could lead to "chaos and poverty" in an effort to discredit a competitor in a pre-election campaign.
Orbán, although he sees the anticipation of losing power, with the disadvantage of an experienced leader and political instinct of tactics, not only attacked the opposition, but gave the election a fundamental framework.
“We only have good intentions, we play open cards, so we have nothing to hide”
Power is presented as honest, national and effective. Opposition? They're traitors, manipulators and bearers of the fall. The message is black and white and uncompromising. The Prime Minister immediately identified the key subject of the campaign: trust.
“Trust is simply a key issue of these choices”
According to him, the difference between government and opposition is not about programs, but about intentions. He quoted the alleged words of political opponents:
“We cannot tell the fact due to the fact that we will lose the election. First we win, then we can do what we want”
In this 1 sentence, he introduced an image of a cynical, lying opposition willing to take over.
There was no deficiency of comparison to the character hated by the electorate Fidesz Ferenc Gyurcsánya.
“Gyurcsány and his people had more sense – they waited to admit lies until after the election. These fresh ones will confess earlier”
The Prime Minister did not halt at rhetoric. He announced the launch of the next circular of alleged national consultations, tools that have become 1 of the most effective mechanisms for mobilising his back office over the past years. This time it is about the alleged “secret taxation plans” of the Tisza party.
“National consultation on the disclosed taxation plans of the Tisza parties will shortly begin”
Objective: to show that the opposition wants to rise taxes, take support from families and return to the European model.
And here Orbán went to the main axis of his transmission: clashes of models.
“There are only 2 ways for Hungary. 1 leads to Brussels and ruins, the another leads to sovereignty and stability"
The Hungarian Prime Minister outlined a image of the disaster to come if his country chose "Brussels": common debt, abolition of regulated prices, end of household relief, progressive taxes. Opposition? They represent this model.
The counterweight of course is the “Hungarian model”.
“After 2010, we turned on the European economical model and built a labour state alternatively of a social one”
Orbán mentioned key pillars: low taxes, independent energy policy, support for families. In his narrative, it is not only a political success, but a civilizational alternative.
To strengthen the message, the Prime Minister reached out for details.
“We promised a million jobs – we created them. We promised taxation cuts – we introduced them. We promised 13th retirement – we brought it back”
He added fresh points of the program: since July maternity benefits are tax-free, as of October mothers with 3 children will receive a PIT waiver, in January the payment of the alleged "gun money" to officers will begin, in February will be paid thirteenth pension again.
However, the strongest words came a minute later.
“If we run into a stupid government, we will go bankrupt – everyone should remember that”
That conviction is besides a threat, as is the chorus, which is to be heard throughout the campaign. The Prime Minister leaves no doubt:
“If we screw this up, the full country will pay for it”
Orbán did not halt on interior affairs. In his view, Europe is simply a structure in a state of decay.
“If things stay unchanged, the EU budget for the years 2028-2035 will be the last seven-year budget” (...) “The European Union is falling apart before our eyes. Only a major reorganization can halt the decomposition forces”
The solution to this imagination was the proposal to transform the EU into a structure of concentric cooperation circles. A Europe of advanced speed, a common energy and defence policy but selective financial integration.
The issue of war in Ukraine is another pillar of the message.
“We want the future for Ukraine and we are not anti-Ukrainian – but the strategy of war is simply a way to nowhere for Europe”
Membership of Ukraine in the EU? Orbán believes that this is simply a mistake that will bring the full Union into conflict. Password of the day:
“Stay distant from war, distant from common debt, defend our energy policy, preserve unmixed society”
Orbán knows the conflict is besides on the net.
“Every nation-thinking man must enter digital space. That's where politics go. If we are not there, we will not win”
At the end, there was a message of readiness.
“We are the favorites. We're driving. If the elections were held today, we would have won 80 single-mandate tickets. It is simply a warrant of unchangeable governance (...) “The essence of the triumph plan is to translate our advantage into results. It's a job. Everything must be done as planned”
In the spring of 2026 voters will decide which way Hungary will take. For Orbán and his camp, it is not only a political choice but an existential one. At least that's how he wants it to look.
Analysis: Kötcse as a strategical impulse
Although Orbán's speech was presented as a regular leader's appearance before the campaign, its form and content show that Kötcse has become a place of investigating narratives tailored to the degree of a endurance clash. The decision to broadcast live announces the transition from the preparation phase to the frontal attack. The message is clear: elections are a plebiscite over the destiny of the nation. Orbán uses proven tools: national consultation, contrast with Brussels, demonization of opposition and mobilization around the threat of bankruptcy. But this time it adds a fresh accent – digital mobilization. This confirms that his strategy takes account of the change in the culture of political communication.
At the same time, pointing to the sources of threats: Brussels, Tisha, Ukraine, progressive taxes, Orbán cements the communicative line that puts his government as the only barrier against chaos. In a political sense, this speech has 1 objective: not only to mobilise the base, but to stimulate the hesitant voters. Bankruptcy, war, the dissolution of the Union – these are not warnings, these are metaphorical cannons.
Campaign 2026 began earlier than usual and immediately with maximum saturation of the message. Hungary in the Orbán version is either a bastion of national sobriety, or another victim of European decomposition. It is an effective message, due to the fact that it is based on anxiety, simplicity and feeling of uniqueness.
