According to the results of an international study on Ukraine’s reputation conducted by the consulting firm Reputation Lab and presented at the Brand Ukraine International Conference 2025 in Kyiv, Ukraine has entered the top 30 global economies by reputation. The study shows that Ukraine ranked 26th among the 60 largest global economies by reputation, climbing 5 positions compared to the previous year. Among G7 countries, Ukraine’s reputation score exceeds the average for the world’s largest economies. Ukraine’s reputation score is 51.6, classified as “Average.” This is significantly higher than its rational indicators, which stand at 43.2, indicating that the world perceives Ukraine more positively than its economic metrics alone would suggest. Human capital forms the foundation of Ukraine’s reputation. Leadership, education, friendliness, respect for human rights, and international responsibility contribute to its positive perception.

Globally, a one-point increase in reputation typically leads to a 7.2% rise in tourism revenue and a 1% increase in foreign direct investment. For Ukraine, the ongoing war prevents this direct correlation. However, global demand for Ukraine remains high and is expected to accelerate post-war. The United Kingdom rated Ukraine’s reputation as “strong.” Canada, Germany, France, Japan, Turkey, Italy, the United States, Poland, and India rated it as “moderate.”

Support for Ukraine has grown over the past year, with willingness to invest and purchase Ukrainian goods increasing by 4 points. The analysis of Ukraine’s reputation was based on over 46,000 evaluations collected across 21 countries. In total, the RepCore Nations 2025 study gathered over 61,000 evaluations in 38 countries and assessed the reputation of 74 countries.

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