Olexiy Erinchak

Olexiy Erinchak is a Ukrainian video game developer and the owner of the bookstore 'Sens,' which promotes Ukrainian literature and culture. Born in Mykolaiv in the late 1980s, Erinchak made a personal decision in 2021 to cease speaking Russian, opting to raise his children in Ukrainian instead. His bookstore has become a cultural hub that actively discourages the sale of Russian books, and he has implemented a program to recycle Russian-language books, with proceeds going to support the Ukrainian army. Erinchak's efforts reflect a broader movement within Ukraine to reclaim and promote Ukrainian identity and culture in the face of Russian aggression.