How can modern Ukrainian culture develop without visible presence in the world? What story is Ukraine telling about itself right now? During wartime, these questions have become a priority. Therefore, cultural diplomacy has gained even more importance and has become a real guarantee for development and security. Since the start of the full-scale invasion, the number of Ukrainian projects working with foreign audiences has significantly increased. Many active figures (mainly women) have moved abroad and are strengthening the development of Ukrainian culture. In turn, our cultural centers and institutions abroad (such as the Ukrainian House in Denmark or the Ukrainian Museum in New York) have revived their activities and are creating a significant number of projects that introduce local communities to the uniqueness of Ukrainian culture. Artists and collectives based in Ukraine are actively participating in exhibitions and festivals worldwide, presenting our art (such as the Venice Biennale, Cannes Film Festival, Avignon Theatre Festival, etc.).
The issues of identity and our cultural codes are attracting attention and generating great interest. All these projects and events require not just regular coverage, but media support on an ongoing basis. This is necessary to strengthen the effective promotion of our narratives in the world. If we define Ukraine as truly subject-oriented, quality cultural policy, cultural diplomacy, and the presence of Ukrainian voices on international platforms are extremely important.
However, the surge of interest in Ukraine during the full-scale war, as well as more active manifestations of cultural diplomacy, have also led to a number of challenges. For example, the fragmentation of cultural diplomacy efforts across various departments; the quality of some projects representing Ukraine; (non)participation in events with "good Russians"; speculation on the "Ukraine" brand, and others. All of these also need media attention.
As part of the "soft power" policy, cultural diplomacy involves the exchange of ideas, research, art, and other cultural components between countries to strengthen mutual understanding and establish or deepen cultural ties. During wartime, all of this takes on special significance. The specificity of Ukrainian cultural diplomacy is the need to counter harmful Russian narratives. Russia has long invested (and continues to invest) significant resources into the development of its own cultural diplomacy. Ukraine cannot compete with it in terms of resources, but it can (and must) use what it has most effectively. The assertion and development of the Ukrainian cultural space in the global world will not end with our victory but will only strengthen. The role of the media in this is crucial.
The bilingual (Ukrainian, English) special project by LB.ua, CultHub, will cover these topics for a wide Ukrainian and international audience, active players in the field, and political visionaries who make decisions.
The partner of LB.ua in creating the CultHub project is Carpathian Mineral Waters. The motivation for this partnership is explained by the company’s owner, Serhiy Ustenko:
"I am amazed by the story of Ukrainian teenagers who create secret circles in the occupied regions where they study Ukrainian literature. Children feel what is real in them and where their strength lies. Ukraine was taken away from them, but they found a way to come back - through books, through culture, through the community of their own. The whole Ukrainian culture is about ‘Battle on – and win your battle!’. This attitude is completely in line with the corporate culture of my company.
We have chosen absolute identification with Ukraine as our core value. For years, Carpathian Mineral Waters has been providing partnership support to cultural initiatives. From Bandershtat Festival to the 2025 Shevchenko Youth Poetry Recitation Contest. Karpatska Dzherelna, Sokovynka, the legendary meme about the eternally youthful Carpathian Grandfather - all our decisions reflect the Ukrainian spirit.
Are investments in culture returning? Yes, they do. With the feeling that you are doing the right thing, sharpening a weapon that is ready for others to pick up. It is the warmth of a community of like-minded people: parents, children, teachers, teams, partners who support each other. And together we are ambassadors of Ukrainian values.
That's why we are joining LB.ua's initiative to create the CultHub project and create a permanent media platform that will help identify the painful and powerful topics of living Ukrainian culture. To support and promote the Ukrainian artistic perspective.
So that the Ukrainian spirit may heal the global art world pushing out the virus of the so-called ‘Great Russian Culture.’. The more Ukrainian voices are heard in foreign conservatories, operas, and theatres, the stronger the partnership support will be, and the closer we will get to peace and the world on Ukrainian terms."