ABSTRACTEastern European EU accession candidates have used memorial museums and installed new permanent exhibitions to communicate with “Europe” in view of the Holocaust's “univer salization” and “Europeanization.” One group demands that “Europe” acknowledge its suffering under Communism, while the other group tries to demonstrate its compatibility with Europe by invoking “Europe” in their exhibition texts and publications and referencing western Holocaust museums in their aesthetics. This article focuses on two countries from each group: Latvia and Lithuania, which highlight their victimhood under “double occupation,” on the one hand; and the current successor states of the “Slovak Republic” and the “Independent State of Croatia,” two Nazi satellite states, on the other. I begin by analysing how the terms “Holocaust,” “genocide,” and “mass violence” are used in the respective Latvian, Lithuanian, Slovak and Croatian memorial museums. I argue that both groups share an awkwardness in dealing with the term “Holocaust,” and a tendency to present “our” victims with the help of individual stories and private photographs designed to evoke empathy, while presenting “their” victims – Jews and, even more so, Roma – with the help of often humiliating photos shot by the perpetrators. I then show that the post-Yugoslav wars of the 1990s – in contrast to the peaceful transitions in the other countries – had a distinctive effect on debates concerning the Holocaust, genocide, and mass violence. Moving beyond the realm of museum analysis, I pinpoint the broader cultural phenomenon of Croats, Serbs, and Bosniaks portraying themselves as “the new Jews,” before focusing specifically on the new permanent exhibition at the Srebrenica-Potočari Memorial, which I discuss as a best practice example for the universalization of the Holocaust.