Please tell us about your journey from being a winner of world beauty contests to becoming a public and cultural activist in Switzerland.
My journey is a combination of beauty, strength, and responsibility. After winning the beauty contest, I felt that this title was not just a crown, but a voice. A voice that has the power to tell the world about Ukraine, its talents, pain, and dreams. That is why I started my cultural and public activity – to carry our identity into the heart of Europe.
Since the beginning of the war, I think every Ukrainian has felt the need to do something for our country. I believe this is the best way to endure the pain we all feel. My mission now is to promote Ukrainian culture abroad, help refugees, and support all those in need in Ukraine.
It is for these goals that the public organization «World Cooperation Ukrainians Society» was created. Together, we organize large-scale cultural events in Switzerland that help Swiss people get acquainted with Ukrainian culture, help our refugees realize their potential, and raise funds for charitable projects in Ukraine.
What prompted you to stay or move to Switzerland?
It was a difficult but conscious decision. In Switzerland’s nature, peace, discipline, and ideal organization, I finally found my calm. Switzerland is a country of opportunities and dialogue, where the voice of Ukraine can sound strong. I felt that here I could be useful – as an ambassador of Ukrainian culture, beauty, and truth.
Here, all international organizations, political, and financial resources of the world are concentrated. My move was prompted by my dream. My main dream was to become a UN Goodwill Ambassador. But unfortunately, this organization has discredited itself as a guarantor of peace, justice, and human rights in the world. I understand that our volunteer public activities now have more significance for Ukraine in the course of this brutal war.
How do you see your mission as a representative of Ukraine abroad?
My mission is to be a bridge between Ukraine and the world. To introduce Europeans to our artists, traditions, women’s strength, and resilience. To be the face of a country that fights but does not lose its faith, beauty, and dignity.
About the Ukrainian Diaspora in Switzerland
What does the Ukrainian diaspora in Switzerland look like today?
The diaspora has become larger and more active. It is no longer just a community – it is a network of initiatives, volunteer movements, and cultural platforms. People unite not only to help but also to preserve our cultural DNA. Public organizations in Switzerland focus on providing humanitarian aid to displaced persons and affected regions, supporting the army, and organizing cultural and educational events.
Since the beginning of the war, tons of humanitarian aid, thousands of drones, and bulletproof vests have been collected through the private efforts of the Swiss diaspora. Our organization is involved in cultural diplomacy events, during which we raise funds for vehicles for the front and support for the orphanage «City of Good».
What challenges do Ukrainians face in Switzerland?
Adaptation, language barriers, and finding a job are common difficulties. But the biggest challenge is to maintain our identity as Ukrainians in a new environment while also integrating and being a worthy representative of our country.
Is there support from the Swiss authorities?
Yes, we feel support at various levels. This includes integration programs, opportunities for cultural events, and humanitarian aid. However, many initiatives still rest on the shoulders of the community itself.
What projects unite the Ukrainian community?
These include festivals, fairs, charity concerts, film screenings, and language schools. What is especially heartening is the collaboration between generations – newly arrived Ukrainians quickly join the projects started by those who have been here longer.
How has the activity of the diaspora changed since the start of the full-scale war?
It has become much more powerful and mobile. Every Ukrainian abroad felt a sense of responsibility: to help the army, refugees, and inform society. We have turned from just a community into an active diplomatic front. Cultural events have also scaled up significantly because many talented creative professionals from Ukraine have arrived, and they organize the events not as amateur volunteers, but as experienced professionals.
We have created our own cultural space with Ukrainian schools, concerts, film and poetry days. Before the war, such a cultural space didn’t exist, and Ukrainian culture wasn’t as popular; Ukrainians often merged with the Russified communities of the former USSR.
About Cultural Initiatives
Tell us about the founding of the Ukrainian Film Festival in Switzerland.
My father, Ihor Zorov, was a famous Ukrainian actor. He constantly introduced me to filmmakers and would always say that one day I would organize Ukrainian Film Days in Switzerland. Two years ago, he passed away. In his memory, I now organize Ukrainian Film Days in Zurich, showing the best works of our cinematography to the Swiss audience and our refugees.
The idea came from the understanding that film is a universal tool for dialogue. We wanted the Swiss to see Ukraine through the eyes of its filmmakers. This is how our festival was born, which over time became a cultural messenger.
What is the main goal of the festival?
Of course, to promote Ukrainian cinema. But even more importantly – to create a space for mutual understanding. Ukrainian cinema reflects our experience, pain, humor, and dignity. And it speaks to the heart.
What successes has the festival achieved?
We have already established partnerships with several European film forums, received support from Swiss cultural institutions, and, most importantly – we have a regular audience. People return every year because they feel the power of our art. The biggest success was the screening of the animated film Mavka in Ukrainian, which made the fastest sold-out in Switzerland’s largest cinema chain. After that, the film was included in the theater’s regular programming.
How did the idea to host «Ukrainian Fashion Days» come about?
Fashion is also a language of culture. I saw how Ukrainian designers create contemporary art based on tradition. And I realized: the world needs to see this. That’s how the «Ukrainian Fashion Days» project was born. We also aimed to draw attention to the issues faced by female refugees. All our models were not professionals – we trained them literally from scratch.
We wanted to inspire women and children who had endured the horrors of war and who had to start life anew, to once again believe in themselves and spread their wings for a new life. This initiative received wide support from renowned Ukrainian and Swiss designers, as well as the Swiss press.
Which designers did you present?
We have already presented collections by Oksana Karavanska, Yanis Stepanenko, Selera, Natalia Strugil, and young brands. The Swiss audience responds with great enthusiasm – they are amazed at how much depth, patriotism, innovation, and aesthetics are present in our fashion.
On Female Leadership and Inspiration
How do you balance social activism, creativity, and personal life?
Only a happy woman can keep all these areas in balance. A woman should engage in activities that bring her joy, spend time with people who fill her soul with happiness. That’s the resource for harmony. If you focus on things that only burden and drain you, and interact with toxic people, you’ll surely run out of strength. When your family feels your fulfillment and harmony, they will show infinite support.
What is your formula for female strength?
Listen to your heart, don’t fear change, remain dignified, and support other women. True strength lies in tenderness, wisdom, and action.
Who inspires you?
Ukrainian women – soldiers, volunteers, mothers who don’t give up. In the world – women who change the rules of the game, like Greta Thunberg or Olena Zelenska. In my personal circle – my mother, who taught me not to give up.
What message would you give to young Ukrainian women?
Don’t be afraid to dream and act. Ukraine needs your strength, intellect, and talent. The world is vast, but it needs your uniqueness.
On Ukraine and the Future
What impresses foreigners most about Ukrainian culture?
Its depth. Our songs, poetry, films, and language – they are filled with so much pain and beauty that they touch even the most indifferent hearts. Our resilience is also impressive – even in art.
How do you see the role of the diaspora in Ukraine’s post-war reconstruction?
We are not just donors or ambassadors. We are a bridge to the world. The diaspora can help with investments, education, and cultural connections. Today, we are already building the image of a strong, modern Ukraine.
What do you dream of as a Ukrainian living in Europe but with your heart in Ukraine?
Victory. Returning home – to a renewed, free Ukraine. For my work in Europe to become a part of Ukraine’s great success.
Mariana Koch-Zorova
Switzerland
