Ukrainian Culture Steals the Show at Eurovision

“Oh my God, these are my favorite things,” says famed Ukrainian singer Ruslana, who won the Eurovision song contest more than two decades ago. She holds a large envelope decorated with traditional Ukrainian Petrykivka painting labeled Letters from Ukraine.

Nova Ukraine brought these popular collector’s items to Eurovision this year to help promote Ukrainian culture.

“We spent six months crafting this collection to curate a meaningful package,” says Sashko Krapivkin, Director of Advocacy & Engagement at Nova Ukraine. 

“We want it to narrate Ukraine’s story, inspire curiosity about its culture, and underscore that Ukrainian heritage has faced persistent threats for years due to Russia’s illegal actions.”

Unpacking Ukraine: Gifts That Tell a Story

Each envelope contained a carefully curated collection of symbolic items. One of them was a scarf designed by Ukrainian American artist Mariya Pylypenko, featuring motifs inspired by Petrykivka painting, a traditional Ukrainian decorative folk art style that originated in the Dnipropetrovsk region. In 2013, the Petrykivka painting was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.

Nova Ukraine also created stickers featuring Petrykivka designs. Eurovision participants, their teams, and journalists from around the world quickly placed them on their laptops and phones. The envelopes also included postcards decorated with the same patterns. On the back of each was a story about a person whose life has been impacted by Nova Ukraine’s work on the ground.

Some of the most emotional reactions came in response to the friendship bracelets handmade by children attending Zmistovno educational centers, which Nova Ukraine supports across Ukraine.

“I think friendship bracelets are a universal symbol that people understand in any country,” says Iryna Roik, Marketing Manager in Ukraine. “We shared the idea with educators at Zmistovno centers, and they embraced it so quickly that within a week, we had hundreds of bracelets. Some of the children even signed them by hand, with notes like ‘From Myron, Kharkiv, age 7.’”

“People put the bracelets on as soon as they learned who had made them. Many of them recorded video messages of thanks for the children. It was incredibly moving,” says Krapivkin.

Eurovision: One of the Most Powerful Platforms for Cultural Advocacy

Nova Ukraine brought around 200 of these envelopes to Vienna, where this year’s 70th anniversary edition of Eurovision took place. The contest stands as one of Europe’s most enduring spectacles, captivating audiences year after year with performances that leave a lasting impression.

“There’s an unwritten rule at Eurovision: If an artist, song, performance, and message they bring resonate with audiences, the impact becomes viral,” says Krapivkin. “It spreads far beyond the arena and reaches people across all participating countries. This year, that meant audiences in 35 nations.”

The numbers bear this out. More than 95,000 tickets were sold for this year’s shows, with fans traveling from 75 countries and territories around the world. Forty-two percent of all tickets were purchased internationally, with the United States ranking among the top five countries for sales.

Ukraine at Eurovision

Ukraine is one of the most successful countries in Eurovision history. The country made its debut in 2003 and won the contest the following year. Since then, Ukraine has won three times: Ruslana in 2004, Jamala in 2016, and Kalush Orchestra in 2022. Ukraine also finished in the top three six times, with standout performances from artists including Verka Serduchka and Zlata Ognevich. Since the introduction of the semi-final format, Ukraine has never failed to qualify for the Grand Final. 

Each year, audiences eagerly anticipate what Ukraine will bring to the Eurovision stage. The country never fails to surprise viewers.

“We’re really glad you’re here. You consistently show up, and you show up brilliantly. You always bring great music and a great show,”  says Martin Green, Director of the Eurovision Song Contest, in an exclusive interview with Nova Ukraine. 

“We also know how generous your communities are. They care not only about their own artists, but also about who else is doing well and which songs they love. We see that engagement across digital platforms, and we see it in the very fact that you’re here as well. We always think of you.”

Green’s comments reflect a broader reality: Ukraine’s presence at Eurovision has become about far more than competition alone.

“For Ukraine, Eurovision is not just a contest, it is an opportunity to tell its story, share its message with the world, and show that despite the war, Ukrainian culture continues to thrive and its people have no intention of giving up,” says Krapivkin.

This year, Ukraine was represented by Leleka with her song “Ridnym”. Her performance told a story deeply rooted in the Ukrainian experience. Leleka means “stork,” a bird known for always returning home, an image that resonates strongly with the nearly 6 million Ukrainian refugees who have been forced to live outside their country because of Russia’s war. Leleka placed 9th in the Grand Final.