UCCA as a Ukrainian Global Superbrand: 85 Years of Trust, Voice, and Action

Some organizations exist in calendars. Others live in the memory of a people. The Ukrainian Congress Committee of America belongs firmly to the latter. Its 85th anniversary is more than a milestone for one of the most prominent Ukrainian institutions in the United States — it is a moment to reflect on the history of the Ukrainian presence in America itself: a long, consistent, and often sacrificial effort carried forward by generations who understood what was essential for a stateless nation — to speak on behalf of Ukraine at a time when Ukraine itself was denied the right to speak freely. 

Community leaders, diplomats, and supporters of Ukraine gather at the 85th Anniversary Gala of the Ukrainian Congress Committee of America in New York City.

On May 3, 2026, in New York City, at Elsie Rooftop on Broadway, that history felt not like a museum memory, but something vividly alive in the present. The gala reception, the Ukrainian community, diplomats, friends of Ukraine, the artistic program, and the charitable component supporting humanitarian efforts in Ukraine all created an atmosphere that was more than a celebration. It was a confirmation that the UCCA remains visible, relevant, and influential. Particularly resonant was the address delivered by Andriy Melnyk, Ukraine’s Permanent Representative to the United Nations. 

Andriy Melnyk, Permanent Representative of Ukraine to the United Nations, with his wife, Svitlana Melnyk, and President of the New York Branch of the Selfreliance Association of Ukrainian Americans, Lesia Slobodian.

In his remarks, he described the UCCA not only as the best-known and most influential Ukrainian organization in the world, but as a true mega-brand — one whose strength and significance for the global Ukrainian community, he noted, could be compared to iconic American companies such as Apple. 

The comparison might have sounded bold had it not been so remarkably precise. Because a true brand is not a logo, a name, or a well-designed banner. It is trust, continuity, and authority built over generations. Ambassador Melnyk emphasized precisely this point when he recalled that for millions of Ukrainians living under Soviet occupation, certain names sounded almost mythical — symbols of hope from the free world across the Atlantic. 

In this context, he placed the UCCA alongside institutions such as Voice of America and Radio Free Europe/Radio Liberty — media organizations that played a significant role in the collapse of the Soviet system. And history reveals an important fact here: the UCCA was founded in 1940 — two years before Voice of America began broadcasting in 1942, and nine years before the creation of Radio Free Europe in 1949. In other words, the founders of the Committee were truly ahead of their time. 

Ukrainian American Veterans National Adjutant Mark Datzkiwsky; President of the New York Branch of the Selfreliance Association of Ukrainian Americans, Lesia Slobodian; and Natalia Dobrovolska, Board Director of the British Ukrainian Chamber of Commerce.

They understood earlier than many others that the Ukrainian cause required not only emotion, but organization; not only memory, but strategy; not only love for Ukraine, but clear advocacy and long-term vision. That is why the comparison to a global brand sounds less like a compliment and more like a definition of historical significance. As Ambassador Melnyk observed, Apple continuously reinvents its products while remaining instantly recognizable. For 85 years, the UCCA has adapted its methods and mission over time while preserving what matters most: service to Ukraine.

Anatoli Murha, CEO of Self Reliance Financial Federal Credit Union, and President of the New York Branch of the Selfreliance Association of Ukrainian Americans, Lesia Slobodian.

That service has taken many forms — advocacy, political engagement, the defense of Ukraine’s historical narrative, support for Ukrainian independence, humanitarian initiatives, community consolidation, and cultural diplomacy. Today, as Ukraine once again pays an immense price for freedom, this work has acquired renewed urgency. Because the Ukrainian cause in America is not merely a matter of diaspora identity. It is part of Ukraine’s global struggle for survival, sovereignty, and victory. For this reason, the artistic portion of the evening was not simply an embellishment to the program. It became another way of speaking about Ukraine — not through the language of resolutions, but through music, voice, and presence. Among the featured artists were Valeriia Vovk, Markiian Krysa Jazz Quartet, and guitarist Michele Romeo. 

Valeriia Vovk and guitarist Michele Romeo

Their participation gave the evening not only artistic depth, but deeper meaning: music became part of a broader conversation about Ukrainian presence, memory, and responsibility. Within this artistic context, Valeriia Vovk’s performance resonated with particular clarity — as the voice of a generation for whom creativity during wartime is not

merely a form of self-expression, but also a form of service to Ukraine. Valeriia Vovk is more than a voice. She is an example of how art, in times of war, ceases to be merely performance and becomes a means of service.

She began supporting Ukraine from the very start of the full-scale invasion. At first, she was simply a student participating in protests, performing at benefit concerts, and contributing wherever her voice could be useful. Over time, that impulse evolved into sustained charitable work. A defining stage in this journey was her participation in the “Cultural Forces” tour, to which she was invited by Mykola Serha. According to Vovk, it was through this experience that she came to a deeper realization: in America, one can do more than sing about Ukraine — one can engage in cultural advocacy, raise funds for the military, and unite communities around

concrete assistance. After returning from the tour, Valeriia began organizing charity concerts of her own. In 2025, this work expanded into full-scale tours across the United States. Her partner in these efforts became the Ukrainian organization “Tykho,” founded by Andrii Lyman. Through this collaboration, a substantial portion of the funds raised has been directed toward purchasing vehicles for Ukrainian servicemembers. As of today, according to Vovk, approximately $70,000 has already been raised through three such tours. Yet in her story, the most important element is not the amount itself, but the principle of solidarity. A tour is never the story of one individual; it is the result of collective effort. In every city, Ukrainians contribute by providing housing, organizing venues, sharing contacts, and supporting fundraising efforts. There is something profoundly Ukrainian in this approach: not waiting for the perfect moment, but doing what one can.

Valeriia collaborates with organizations across multiple states, including the Boston-based nonprofit “Liya,” as well as initiatives such as Liberty and Rebirth. The geography of her charitable work became, in many ways, a map of Ukrainian America itself — cities, communities, and volunteers connected through common purpose.

That is why her presence at the UCCA’s 85th anniversary celebration carried symbolic weight. The UCCA represents generations who built Ukraine’s political voice in America. Valeriia Vovk represents a new generation transforming talent into action. Her advice to Ukrainians is simple: understand where they can contribute most meaningfully. Because help often begins not with resources, but with the decision to act.And perhaps this is where one sees most clearly why the UCCA can indeed be called a Ukrainian global superbrand. Because a brand is not only about the past. It is the ability to renew itself while remaining necessary. 

Eighty-five years of the UCCA represent 85 years of trust, advocacy, and a voice that refused to let the world forget Ukraine. At the conclusion of his remarks, Ambassador Andriy Melnyk joked that he hoped to live to see the day when the UCCA would not only surpass Apple in reputation and influence, but perhaps even approach it in market capitalization — not to become a corporation, but to gain even greater capacity to advance Ukraine’s interests worldwide. And within that joke was something more than a light smile. It reflected a vision of a Ukrainian institution that possesses not only history, but the strength to shape the future. Because a true superbrand is not merely recognized.

It is trusted.

And people follow it.