Speculation on heroism: Zaluzhny’s autograph is sold for 84 thousand hryvnias
6 July 2025 18:11
In Ukraine, there are some businessmen who are profiting from the name of a famous military officer – General Valeriy Zaluzhnyy. One of such cases is the sale of the autograph of the former AFU commander-in-chief on a portrait for 84,000 hryvnias. This lot is offered by the company Krilov Art of Autographs, which in the advertising description presents Zaluzhny’s signature not just as an autograph, but as “a symbol of military loyalty, strength and leadership.”
"Komersant Ukrainian" writes that.
“This artifact becomes a link between Zaluzhny’s personality and his historical contribution to the defense of the country,” the seller writes.
However, this offer has nothing to do with charity or assistance to the army – it is just ordinary commerce, and with an obvious element of speculation. Similar autographs on other online platforms – for example, OLX or Violity – are sold in the range of 10-15 thousand hryvnias. That is, the price, which Krilov put up, is overestimated almost seven or eight times.
Using public respect for Zaluzhny and his role in the war, such sellers are trying to create a “premium” image of the lot – with a “certificate of authenticity” and pathos phrases about the “global context”. In reality, it is about selling a souvenir with a signature at an inflated price without any real added value.
This is another example of how merchants are trying to monetize the patriotic feelings of Ukrainians and turn heroism into a commodity.
