Abstract : With the onset of the full-scale war in Ukraine, all cultural heritage assets—both immovable and movable—have faced the risk of damage or even destruction, whether located in temporarily occupied territories or in any other part of the country. This article examines the critical situation surrounding heritage sites and museum collections, drawing on the work of leading experts as well as information from open sources. The analysis demonstrates that, with the support of the international professional community, Ukraine has established several key crisis-response structures, including the Museum Crisis Center, the Heritage Rescue Headquarters, the Team Europe for Cultural Heritage in Ukraine initiative, and other specialized groups dedicated to assessing and preventing threats to cultural heritage. These institutions focus both on providing practical assistance to cultural organizations and on preparing methodological guidelines on the topic. A Rapid Response Instruction for Museums in Areas of Military Operations, Armed Conflicts, Terrorist Attacks, and Other Emergencies has been developed. In 2025, the Ukrainian Cultural Heritage Fund was established to provide grant and loan financing for heritage-protection organizations. Its key tasks will include attracting donor contributions, organizing competitive project selection, supporting digital transformation in the heritage sector, and strengthening the professional community. The analysis of implemented and planned measures aimed at preserving cultural heritage, enhancing its protection during martial law, and supporting post-war recovery in Ukraine—and in Kyiv in particular—leads to several conclusions: it is essential to position cultural heritage as an element of national security; to use it as a resource for sustainable development; to intensify the promotion of Ukrainian heritage at the European and global levels; to improve digitalization systems for heritage sites; and to expand collaborative preservation projects with relevant international institutions. Marketing plays an important role in increasing visibility and public engagement with cultural heritage.

Keyword : Cultural heritage, digitalization of heritage assets, heritage-protection projects, Kyiv, marketing, Ukraine.