6 years ago, a journey across the country began right here at this railway station; a journey that made thousands go “wow.” In truth, Ukraine has always had this effect , we just didn’t always notice it from the train window as we rode through life at intercity speed. Here and now, however, we set this awareness in stone. Because each of us is creating a Ukrainian “wow” that fascinates the world.

For Avrora, it’s important to make Ukrainian culture more accessible and closer to everyone. Our strategic partnership with Ukraine WOW helps us realize this mission. We want historical and meaningful objects to not only be exhibited in museums, but also to take their place in the everyday lives of Ukrainians. That is why we create collections of products that remind us of our roots and at the same time fit easily into modern life. It is symbolic that it all began with Hetman Ivan Mazepa’s saber — a symbol of ferocity and strength. For us, this is a way to support Ukrainian culture today, giving it new life in the future.

In 2025, ROZETKA celebrated its 20th anniversary. To mark the occasion, we wanted to do something meaningful for Ukraine, because we face all challenges together.

That’s how our joint projects with Ukraine WOW came about. The tour of the Ballon d'Or, which drew 70,000 visitors in just 2 days in Kyiv alone; the restoration of Alla Horska’s legendary mosaic Boryviter; and the Guardians project, which in just a few hours raised more than 4 million hryvnias in support of Ukrainian culture. Finally, the presentation of Boryviter at London’s Trafalgar Square together with Oleksandr Usyk — an event that drew the attention of the world’s press to Ukraine, which is so crucial. Each of these projects has its own dedicated charity collection, which you can find in our store here at Ukraine WOW.

We are proud to support the exhibition. We are proud to stand with Ukraine every time.

The Ukraine WOW exhibition is a space where Ukrainian heritage comes alive through modern ideas and technologies. It is a place where the past meets the future, and culture becomes a source of new meaning and opportunity. Here, we feel the power of our identity, discover the uniqueness of Ukraine, and draw inspiration to create the future together. For Visa, such projects are especially important because they combine values we share: openness to the world, the pursuit of innovation, and community support.

We believe that by investing in cultural initiatives, we help unlock the potential of our country, creating a space of opportunity for everyone.