The franchise network Pijana Wiśnia, popular in Poland due to the tincture offered by Lviv, was at the centre of serious controversy. Although the company emphasizes that its activity focuses on the catering offer, the historical image promoted by 1 of the restaurants belonging to its owner raises questions about the limits of acceptability among the public.
The hideout and its historical references
One of the most controversial ventures of the company !FEST is the Lviv underground restaurant, advertised as a replica of the hideout of the Ukrainian Insurgency Army (UPA) from planet War II. According to promotional material, it attracts more than 1 million guests a year, making it 1 of the most visited locations in Europe. Its motto “The fight continues” and interior arrangements, including photos of UPA fighters, propaganda posters and stylized service outfits, are expressive promotional elements.
Special attention is drawn to the usage of the image of Roman Szuchewych, the leader of UPA and the deputy commander of the Ukrainian Battalion Gruppe Nachtigall, a branch active in the Lviv pogrom in 1941. Szuchewycz is commonly associated with genocide committed in Poles and Jews, which causes deep controversy in Poland and beyond.
Public reactions
The activities of the hideout rise questions about the company's approach to the historical and political contexts of its promotion. Portal British Poles, in conversation with the company's spokesperson !FEST, obtained explanations that the premises are aimed at "telling the past of Ukraine" alternatively than promoting UPA ideology.
"Posters specified as Bandera or Szuchewycz in Ukrainian historiography are presented as independency fighters. Poland or large Britain can have their heroes. In the regular activities of Kryjivka does not convey the thought that you must agree with a peculiar ideology," said the company representative.
FEST, Władysław Masełko, added: “We are not trying to whitewash anything. We simply make restaurants with a circumstantial theme. This does not mean that all historical facts must be presented precisely there." According to Masełka, the hideout is simply a place depicting past in a humorous way, which is reflected in games specified as “find a Russian traitor” or serving simple dishes styled as “ordinary partisan dishes”.
Historical context and modern narrative
The activities of restaurants specified as Hiding home are controversial, especially in countries that have experienced the dramatic effects of UPA activities. Although in Ukraine Shuchewycz and Bandera are frequently seen as national heroes, their actions are seen differently in Poland, where they are associated with the genocide in Volyn.
For many Poles, the fact that the company moving the Drunk Wiśnia network is liable for promoting this kind of historical communicative raises serious doubts. Although the Drunken Wiśnia network in Poland cuts off akin elements, the question remains whether customers should support the company active in specified initiatives.
Ethical and marketing relevance
Controversy around the hideout raises crucial ethical issues concerning marketing boundaries based on historically questionable themes. utilizing the image of characters specified as Shuchewycz for promotional purposes can bring commercial benefits, but besides raises serious questions about corporate social responsibility.
Should catering companies benefit from strong emotions and divisions? To what degree should customers be aware of the historical context by supporting the brand? These questions stay open, and the substance of Hiding home and Drunk Cherry's network will surely inactive be the subject of many debates.
Read more:
“Pija Wiśnia” network operating in Poland linked to the Lviv restaurant promoting with UPA and the criminal Shuchewycz
