In Soviet Estonia, after the initial shock caused by the worst Stalinist repressions of the late 1940s to the early 1950s, cultivating national handicraft became a sort of protest against communist ideology that was preaching internationalism.

The central part in heritage protection was that of the Association of Handicraft Masters UKU (founded in 1966 and named after an Estonian household spirit), which consisted of the best craftsmen all over Estonia, and served as the banner ship for the production of Estonian souvenirs and household items in the national style. These masters - in 1970, 16 UKU branches operated all over Estonia, providing work to 1500 artisans - crafted artefacts either modelled on the originals deposited in various Estonian museums, or produced according to designs by modern artists in the style of folk art.

As the majority of craftsmen were spread throughout Estonia, their craft often conveyed a feeling of the essence and charm of where they lived. The more so, as a lot of their articles were made by using old techniques and tools.

The success of UKU products was increased by their affordability: they were popular gifts to friends at home and also abroad on the rare foreign visits.