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.

222 embedded value systems, socio-historical experience, and cultural memory of a given society [5, p. 12–20; 6, p. 5–10]. Within this framework, happiness is not a fixed or universally stable category, but rather a dynamic construct that undergoes reinterpretation in response to changing contextual conditions. In the context of brand communication, cultural adaptation operates as a mediating mechanism through which globally circulating narratives of happiness are reconfigured and embedded into specific cultural environments. This process involves the selective translation, reinterpretation, and recontextualization of symbolic meanings associated with happiness, enabling brands to align their communicative strategies with the expectations, experiences, and value orientations of local audiences. From a cultural studies perspective, this transformation reflects the interaction between global symbolic structures and local meaning-making practices [9, p. 20– 25]. While global brands tend to disseminate standardized and emotionally simplified representations of happiness, local contexts introduce additional layers of meaning, shaped by historical experience, collective identity, and socio-political realities [4, p. 25–30; 11]. In this regard, cultural adaptation should be understood not merely as a strategy of localization, but as a deeper process of axiological transformation, in which the very meaning of happiness is redefined. The shift from hedonic to eudaimonic interpretations of happiness in certain socio-cultural contexts illustrates the extent to which external conditions influence the hierarchy of values and the dominant narratives of well-being [2, p. 1070–1075; 3, p. 12–18]. The Ukrainian context provides a particularly illustrative example of such transformation. Under the conditions of war, happiness is rearticulated as an existentially grounded and collectively oriented construct, closely linked to survival, dignity, freedom, and social solidarity. In this case, cultural adaptation transcends communicative adjustment and becomes a form of symbolic response to crisis, reflecting the reconfiguration of cultural meanings under conditions of existential threat.