In search of support: Narratives of national identity in Ukrainian embassies’ digital heritage diplomacy (the UK, Germany, France, and Poland cases)

This article examines how the Embassies of Ukraine in the United Kingdom, Germany, France, and Poland – all key international partners for Ukraine in Europe -- address these crucial partners’ involvement into bilateral cultural dialogue with Ukraine aimed at protecting and celebrating Ukraine’s national identity and cultural heritage through digital diplomacy during Russia’s ongoing war against Ukraine. Drawing on systematic observation of diplomatic social media platforms between 1 January and 15 May 2025 (a period that included Ukraine’s Cultural Diplomacy Month), the study maps two thematic pivots – UKRAINIAN HERITAGE PROPER and UKRAINIAN HERITAGE UNDER RUSSIA’S ATTACK – across three analytical dimensions: agenda-setting, presence-expansion, and conversation-generation. The findings indicate that each host country's historical ties and motivations shape their participation in cultural dialogue. The UK, characterised as a staunch supporter of Ukraine, exemplifies active collaboration in safeguarding Ukrainian culture, launching multiple cultural initiatives. The Ukrainian Embassies in Berlin, Paris, and Warsaw prioritise positive cultural promotion consistent with a nation-branding logic. Their efforts reflect a broader commitment to cultural diplomacy as a means of fostering understanding and solidarity amidst wartime challenges. involvement of countries into cultural dialogue depends on how closely Ukraine’s heritage digital diplomacy narratives speak to each host country’s own foreign policy.