Ukraine ranked 26th among the 60 largest economies in the world by reputation. This is evidenced by the results of an international study of Ukraine’s reputation, conducted by the consulting firm Reputation Lab and presented at the Brand Ukraine International Conference 2025 in Kyiv.
Thus, according to the study, Ukraine ranked 26th among the 60 largest world economies by reputation, having risen five positions compared to last year. Among the G7 countries, Ukraine’s reputation rating is higher than the average for the world’s largest economies.
Ukraine’s reputation rating is 51.6, which is classified as “Average”. This is significantly higher than the rational indicators of 43.2, and indicates that the world perceives Ukraine more positively than one might assume based on economic indicators alone. Ukraine inspires admiration, respect, and trust.
The report notes that human capital is the foundation of Ukraine’s reputation. Leadership, education, friendliness, respect for human rights, and international responsibility contribute to positive perceptions.
On a global scale, a one-point increase in reputation typically leads to a 7.2% increase in tourism revenues and a 1% increase in foreign direct investment. For Ukraine, the war prevents a direct correlation. However, global demand for Ukraine remains high and is expected to accelerate after the 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.” These countries represent the most favorable opportunities for Ukrainian business, the report says.
Reputation Lab’s analysis confirms that a country’s reputation is a strategic business asset with a direct economic impact. For Ukrainian companies, this means easier access to partner country markets, greater trust from foreign investors, and faster scaling of their international presence.
According to the report, support for Ukraine has increased over the past year, and the willingness to invest in and purchase Ukrainian goods has risen by 4 points. This reflects the growing global interest in cooperation with Ukraine.
