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.

221 happiness narratives are not universal but culturally contingent, reflecting the influence of crisis, identity, and collective experience on the formation of meanings of well-being. Keywords: happiness, felicitar discourse, brand communication, cultural adaptation, socio-cultural transformation, eudaimonia, hedonia, happiness narratives, media culture, Ukraine, wartime context Happiness in the contemporary cultural landscape should be understood as a complex socio-cultural and communicative construct that is formed through the interaction of individual experience, collective representations, and media practices [1, p. 36–38; 9, p. 10–15]. In the context of globalization and digitalization, the production of meanings related to happiness is increasingly mediated by brands, which act not only as economic actors but also as agents of cultural meaning-making [10, p. 5–9]. The growing influence of brands on the formation of cultural narratives is associated with their ability to construct symbolic models of a ―desirable life,‖ within which happiness is presented as a normative and socially approved state [8, p. 72– 75]. Thus, brand communication functions as a mechanism for shaping collective perceptions of well-being, success, and life satisfaction. At the same time, the transformation of happiness narratives occurs under the influence of macro-social processes, including globalization, digitalization, and socio-political crises [7, p. 45–50]. In the Ukrainian context, the experience of war has led to a profound reconfiguration of value orientations, resulting in the emergence of new interpretations of happiness that differ significantly from global models. In this regard, the key research problem lies in identifying the mechanisms of cultural adaptation of happiness narratives in brand communication, as well as in determining the differences between global and locally contextualized models. Cultural adaptation of happiness narratives can be conceptualized as a process of transformation of universalized models of happiness in accordance with locally