Established in 1954, Veselka is a cozy Ukrainian cafe in New York City's East Village. Veselka (rainbow in Ukrainian) has grown from a simple newsstand serving soup and sandwiches into a twenty-four hour gathering place serving pierogi, borscht, goulash, and many other unpretentious favorites. Without ever leaving its original location on the corner of East 9th Street and 2nd Avenue, Veselka is, quite simply, an institution.