“Be your own”: Why represent Ukraine at non-international book fairs

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Exactly 5 years ago, I returned from my first Montreal Book Fair, where Ukraine first appeared with a national stand. She returned and informed her colleagues at the Ukrainian Institute of Books that it is unlikely that we should go to Canada again. The fair is not international, crowds of people come to buy books, preferably in French, and November in Montreal is simply disgusting. And so, in 2023 – what an irony – I myself, writing to my former director, Olexandra Koval, – it is necessary to present Ukrainian books at the Salon!

Surprisingly, this venture was supported not only by the Ukrainian Book Institute, but also by the Embassy of Ukraine in Canada, the Ukrainian cash register Desjardins, and the postal company Meest. And for the second time, we with Club Ukrainien de Montréal and with the support of Chitomo represent Ukraine here in Montreal.

Briefly about the literary life of Quebec. It is this French-speaking province of Canada that is distinguished by its extraordinary number of “salons”, that is, book fairs, which almost every city with a population of 100,000 or more has. People come to get an autograph from their favorite author, talk to publishers, bring their children and buy huge suitcases of books. Reading – or even buying books – is sacred here. Among all these book fairs, the Montreal Book Fair is the largest and most important: 88,000 visitors, 650 publishers and 1,900 authors – not counting libraries, distributors, literary magazines, public organizations and Quebec’s political and cultural beau monde.

The beginning of the Ukrainian representation at the Salon was laid by the Ukrainian community in 2019, when Rostyslav Nemtsev, one of the leading translators and ambassadors of Ukrainian-Quebec literature, initiated the appearance of a national stand here. However, at that time, Ukraine could not boast of its translations into French, and for many publishers, the visit became more familiar than business.

Photo: Anastasia Berestovska

However, with war, such events are evaluated differently. And although this fair is not international, but focused on the local population, it is not just a gathering of people. It is a meeting place for people who read, who are able to think critically – and who make decisions. I am sure that the same audience is attracted to book fairs, film festivals and other cultural events in different countries of the world – at least democratic countries. And missing the opportunity to present Ukraine at such events seems to be an extremely short-sighted decision, especially now. Because where there is no Ukraine, representatives of “mizamir” and “netvayne” appear, “your taxes are directed to fueling the war.”

Photo: Anastasia Berestovska

We should be interested in all cultural events with at least 30K visitors, if we are not talking about professional events. Of course, smaller ones too, but our resources are limited. The same applies to media and any platforms that allow you to turn presence into influence.

So, it should be. For what?

Answer questions. Banal, but you will be asked whether all Ukrainians speak Russian, whether Odesa is located in Russia, and whether the top is yellow or blue. I am sure that all Ukrainians, wherever they are, know how to answer that. But other visitors will also come: what book would you recommend to read in French about Ukraine? And do you have any good novel by a modern author? How can I support Ukraine?

Photo: Anastasia Berestovska

To represent modern Ukraine and modern Ukrainian culture. Not exotic, not viburnum, not folklore, and not just three classics of Ukrainian literature. Because “exotic Ukraine”, decorated with wreaths and embroidery, is a very recognizable brand that brings tears to the eyes.

To speak (and also to hear, see and win) – in Ukrainian. People come to support their Ukrainian language. Communicate, be inspired, read. We invited several local residents to the stand: non-Ukrainians, but those who had learned and could communicate with visitors not only in French and English, but also in Ukrainian. This is inspiring, especially for Russian-speaking Ukrainians who recently switched to Ukrainian.

Photo: Anastasia Berestovska

To speak French / English / German or in another native language for the audience, become more understandable, more “own”. And now it is becoming more and more possible: the number of Ukrainian translations is growing. You can find more than a dozen publications within the UIC Translate Ukraine program alone. And this is a key assortment at the stand, and novels by Serhiy Zhadan, Yuriy Andruhovych, Oksana Zabuzhko, historical editions by Serhiy Plokhiy, and the book “Rodovod” can become basic for the presentation of Ukrainian literature, history and culture.

To publish Ukrainian books in other countries. Even where there is no chance for it. “They don’t buy translated literature in Quebec,” I was told in 2019. And now I know it’s true. Basically, 95% do not buy. But there is another 5%, and here, “The Yellow Butterfly” by Oleksandr Shatokhin has already been published in one of the best children’s publishing houses in Canada – Comme des géants. And thanks to the efforts of Rostislav Nemtsev, the following editions are being prepared for printing. And I believe that this is only the beginning.

Photo: Anastasia Berestovska

So that Ukrainian books appear in libraries. Also, it would seem – “impossible”, “there is no demand”, “Ukrainians read in Russian”. So said the national library of the province of Quebec, BANQ, which for years has been adding to the collection of Russian literature, and now it is reducing some sections of “small languages” altogether. However, it was at the Salon that one could see how expected the Ukrainian book is, and what crazy interest it arouses – and this is the best argument for any library, cultural center or deputy. So I hope that in the near future I will be able to share good news about the new appearances of Ukrainian books in Quebec.

So that Ukrainian names are not eliminated from distributors’ catalogs. In many countries, decisions regarding the range of books on the market and the broad presentation of publications are made by distributors. Creating demand for Ukrainian titles from the catalog is important, because Ukrainian titles are easily lost in the thousands of titles offered by wholesale suppliers. The appearance on the stand with the flag of Ukraine and a reference to the distributor creates additional interest in these publications, and the announcement of their availability on the market weighs a lot. Today, we maintain a very good relationship with key vendors in Canada, and we will continue to do so.

Photo: Anastasia Berestovska

I’m writing this blog during National Reading Week, which has the slogan “Be Yourself”. I know that the organizers laid a slightly different meaning, referring to the connection between generations. However, today, after this book fair, I read this slogan differently. After all, we really need to “be our own” (not assimilated, but rather “our own”) – and this is possible only with our presence, only with the support of dialogue, and only if we do not tire of reminding ourselves.

Therefore, as it happened, during the National Reading Week, I am writing not just to share the successes of Ukrainian books, but to invite public organizations, volunteers and cultural centers to network such efforts – in other countries and cities, with translations of Ukrainian books in other local languages,

Immediately after the Salon, we received an invitation to organize such stands in other cities of Quebec and Ontario. However, there are too many cultural events to cover them all – neither a single public organization nor the state is capable of this. But you, ambassadors of culture, grassroots initiatives and volunteers are capable. Just now, we are holding a series of consultations with those willing to join the organization of their own stands.

We all have a lot of work these days. In particular, to be yourself.

Read also: The secrets of endurance are in the fragility of existence: how Ukraine keeps attention at the Frankfurt Book Fair

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