PARIS — Ukrainian President Volodymyr Zelenskyy made a striking virtual appearance at the VivaTech technology fair in Paris on Thursday, appearing as a hologram to urge global tech companies to help rebuild his war-ravaged country. In a speech that blended pop culture with a plea for investment, Zelenskyy referenced Star Wars and cast the fight against Russia as a battle against an empire.
“No other country in the world will offer you such a chance to use the most advanced technologies at the state level,” Zelenskyy told the audience. “Ukraine is an opportunity for you.”
The president acknowledged that it was “unusual for a president or head of government to speak via hologram,” but quickly added: “This is not the only element of Star Wars that we will put into practice. We will beat the Empire too.”
Dressed in a T-shirt emblazoned with futuristic fighters and the phrase “Come to the Dark Side,” Zelenskyy used the platform to pitch a modern-day lend-lease programme, inspired by the World War II-era scheme that allowed Washington to supply military equipment to allies. He argued that such a programme would enable Ukraine to bounce back from the war with a “global digital revolution.”
The proposal is expected to be detailed at a conference on Ukraine’s reconstruction scheduled for July 4-5 in Lugano, Switzerland. That gathering will bring together international donors and investors to discuss the country’s long-term recovery, which Kyiv estimates will require hundreds of billions of euros.
Ukraine’s digital resilience
Ukraine has long highlighted its advanced state digitalisation, which has proved crucial in resisting Russia’s offensive. The government has maintained online services for citizens, used cryptocurrency donations to raise funds, and lobbied major tech companies to sever ties with Moscow. Satellite-based internet services, provided by firms like SpaceX’s Starlink, have kept parts of the country connected despite Russian strikes on infrastructure.
Zelenskyy’s appearance at VivaTech underscores the growing importance of technology in modern warfare and diplomacy. By addressing a global tech audience directly, he sought to position Ukraine as a testing ground for innovation — a place where cutting-edge solutions can be deployed at scale in real time.
The appeal comes as European allies debate how to finance Ukraine’s reconstruction. While the European Union has pledged significant support, member states remain divided over the use of frozen Russian assets. Belgium has resisted EU efforts to seize those assets, while Sweden has urged the bloc to tap them for Ukraine’s benefit. Meanwhile, the EU is preparing a multibillion-euro package for air defence as Patriot stocks dwindle, and new sanctions are being drafted over the forced deportation of Ukrainian children.
For the tech industry, Zelenskyy’s message was clear: Ukraine offers a unique opportunity to shape the future of digital governance, security, and infrastructure. “We will beat the Empire,” he said, “and we will do it with your help.”
The hologram appearance was a fitting symbol of Ukraine’s resilience — a leader who, despite being under constant threat, continues to engage with the world through the very technologies he hopes will rebuild his nation.
