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Coca-Cola Umbrellas Shouldn’t Belittle Armenians’ National Dignity: Open Letter

When two years ago, the US Congress announced your candidacy in being appointed extraordinary and plenipotentiary ambassador in the Republic of Armenia, we assure you, citizens concerned about our country’s sound future accepted the news with enthusiasm, since you are known throughout the entire world as a symbol of the protection of democratic values and human rights. This is how the open letter by the founding members of the public initiative the “People’s Power” to the Extraordinary and Plenipotentiary US Ambassador to Armenia Marie L. Yovanovitch begins. 

In the opinion of the authors of the letter, Yovanovitch, in the course of carrying out a diplomatic mission in Armenia, most likely has become familiar with “the Armenian people’s achievements in the areas of our centuries-old heroic history, science, culture, [and] literature.”

“Our people have always been proud of its architectural chef d’oeuvres, viewing them as holy masterpieces. Such a masterpiece is [Armenian] National Academic Opera and Ballet Theatre named after Alexander Spendiaryan. In the square near the theatre, in 1988, the Armenian people together fought against Soviet tyranny, and on Sept. 21, 1991, the free, independent Armenia dreamed of by all the generations was founded. That square was renamed Freedom [or Liberty] Square,” reads the letter.

The authors note that today, access to Freedom Square for wide democratic masses to continue the struggle for true independence and freedom is hindered by the market under the umbrellas bearing the Coca-Cola trademark organized by Yerevan City Hall.

“It belittles the company’s good reputation, while simultaneously belittling our national dignity. We believe that you, as an individual in Armenia accredited by the American government, should be concerned also with the fate of a brand originating in the US, which, in this case, serves the political aims of the administration operating in the Republic of Armenia. In any case, an opinion will develop that by your silence, you sponsor violence and willfulness in our country,” reads the letter.

Note that for the last month and a half, the Armenian National Congress has put forth numerous requests for a permit — which have been denied — from Yerevan City Hall to hold a rally in the aforementioned Freedom Square. Previously, the municipality explained that an agreement had already been signed for the bouncy castle and other attractions for children which have been set up in the square. Later, city hall explained that preparations for Yerevan-Erebuni celebrations were underway and that’s why a rally could not be held in the same area. Currently, in Freedom Square there are umbrellas under which various trinkets are sold.