Oleksii Erinchak (Ukraine)

Marketing a bookstore in wartime. Culture as resilience.

Summary
In wartime in Kyiv, a bookstore can be more than a shop - it can be a lifeline.
Oleksii tells the story of Sens, an independent bookstore that has grown into a cultural hub since 2021, uniting literature, public dialogue, activism, and hospitality. Through the full-scale invasion, Sens stayed open in space and in spirit, sparking national debates on language and identity while keeping reading alive. A story of how value-driven marketing and everyday culture can quietly build resilience.

Biography:

Ukrainian entrepreneur with over 15 years of experience in marketing products, founder of Sens (Сенс) bookstore and Hitica mobile game studio. Drawing on his marketing expertise, he creates meaningful community spaces that unite books, coffee, and conversation - and believes Ukrainian culture must stand strong against Russia’s influence.