The phrase “only apartments give up in the south” has become a symbol of Ukrainian humor and resilience during massive shelling and blackouts in the southern regions of Ukraine. This meme emerged on social media following another attack on Odesa, when Incrypted’s SMM manager Iryna Samoylova posted a relevant message on Threads. The phrase quickly spread across the network, picked up by Ukrainian media and television broadcasts, and became popular among social media users.
This is reported by Business • Media
Viral Meme as a Charitable Initiative
Given the tremendous resonance, the Incrypted team decided to turn the popular meme into a tool for supporting the Armed Forces of Ukraine. A limited drop of themed merchandise was launched, with all profits from sales directed towards supporting the army. The first fundraiser took place even before the official store launch: within the framework of a giveaway for five t-shirts, approximately 35,000 hryvnias were raised, which, together with the Rebel Volunteers fund, were used to purchase two Závada 289–391 modules for the 1st Mechanized Battalion of the 3rd Separate Assault Brigade.
“Honestly, I didn’t expect that this phrase would gain such publicity and start being quoted. At the moment, I just wanted to share that even on difficult days, you can find moments to laugh about. The people of Odesa proved this by organizing and supporting each other during the last blackout. However, this quote pertains to the entire south and to everyone who, despite very tough times and circumstances, does not let darkness pull them in and who does not give up. Well, because only apartments give up in the south.”
After the merchandise launch, all funds from the sale of products continue to be directed towards addressing the current needs of Ukrainian military personnel. T-shirts with various print options are already available for purchase, and in the future, the assortment will be expanded to include mugs, caps, and other charitable merchandise. The company pays special attention to residents of Kherson, Mykolaiv, Zaporizhzhia, Odesa, and Mariupol — this current drop is dedicated to them as a symbol of resilience and faith in victory.
Incrypted’s Ongoing Charitable Activities
This is far from Incrypted’s first charitable initiative. In 2023, together with the Ministry of Digital Transformation and UNITED24, the platform launched the NFT project UaCatsDivision to raise funds for a fleet of marine drones, which allowed for the collection of 3.5 million hryvnias for four combat drones for the Ministry of Defense. In June 2025, during the Incrypted Conference 2025 in Kyiv, nearly 750,000 hryvnias were raised to support the army, specifically for a pickup truck for the 157th Brigade and drones for the Special Operations Forces. Additionally, in November, at the Incrypted Birthday Meetup, a charity auction was held, through which $10,000 was donated to the 96th Anti-Aircraft Missile Brigade.
Thus, Incrypted continues to engage the cryptocurrency community in supporting the Ukrainian military, finding new formats for assistance and uniting concerned Ukrainians.
