Proceedings of the International scientific and practical conference ―Israel Ukraine Forum of Science and Innovation‖ (April 27-29, 2026) / Publisher website: www.naukainfo.com. – Tel Aviv, Israel, 2026. - 262 p.

220 HISTORY, ARCHAEOLOGYAND CULTURAL STUDIES DOI: https://doi.org/10.64828/conf-118-2026-7 UDC 316.77:008:159.942:659.1 Vilena Voronova Candidate of Science in Social Communications associate professor of the Department of Information Activities and Public Relations Kyiv National University of Culture and Arts Kyiv, Ukraine ORCID 0000-0002-1177-1084 HAPPINESS NARRATIVES IN THE CULTURAL SPACE OF BRANDS: BETWEEN GLOBALIZATION AND LOCALADAPTATION Abstract. The article provides a cultural and communicative analysis of happiness narratives in brand communication within the context of globalization and socio-cultural transformation. Happiness is conceptualized as a dynamic and axiologically embedded construct shaped through the interaction of global symbolic models and local cultural practices. Particular attention is paid to the process of cultural adaptation of happiness narratives, which is interpreted as a mechanism of reconfiguration of universalized meanings in accordance with socio-historical experience and value systems. The Ukrainian context, especially under wartime conditions, is analysed as a case of transformation from hedonic to eudaimonic models of happiness, where well-being is associated with existential meaning, collective resilience, and value-based orientation. The study demonstrates that