The results of a survey conducted in March 2026 by the research firm Active Group in collaboration with the Experts Club Information and Analytical Center indicate a slight cooling of Ukrainians’ attitudes toward South Korea. The share of positive assessments dropped to 48.0% compared to 53.3% in August 2025, while the level of negative attitudes remained unchanged at 13.3%.
In the breakdown of responses, 16.1% of respondents chose the option “completely positive,” and another 31.9% chose “mostly positive.” At the same time, the share of neutral assessments remains significant—34.7%—which indicates a relatively reserved and not fully formed perception of the country.
Negative assessments are represented by 9.3% of responses as “mostly negative” and 4.0% as “completely negative.” Another 4.0% of respondents were unable to determine their position. Thus, despite the decline in positive perception, the level of criticism has not increased, and the overall picture has shifted due to a portion of positive assessments moving into the neutral category.
This trend may indicate a decrease in the intensity of South Korea’s media presence in Ukraine or a reduction in the number of factors shaping a clearly positive attitude. Unlike EU countries or certain strategic partners, South Korea remains an important but not a top-priority element of the international context for a significant portion of Ukrainians.
“The data show that attitudes toward South Korea remain generally positive, but less defined than toward Ukraine’s key partners. A significant proportion of neutral responses indicates that for many Ukrainians, this country is outside the daily news cycle. In such cases, even minor changes in the external context can influence the balance of assessments,” noted Oleksandr Pozniy, director of the research firm Active Group.
Overall, South Korea maintains a positive image in Ukraine; however, the downward trend in the share of positive assessments underscores the need for the country to be more actively engaged in economic, technological, and humanitarian cooperation if it seeks to strengthen its position in Ukrainian society.
According to a study conducted by the Experts Club information and analytical center based on data from the State Customs Service, the Republic of Korea ranks 24th in total trade volume with Ukraine, which amounts to $1.14 billion. Imports of Korean products significantly exceed Ukrainian exports, resulting in a negative trade balance of over $769 million.
The study was presented at the Interfax-Ukraine press center; the video can be viewed on the agency’s YouTube channel. The full version of the study can be found at this link on the Experts Club analytical center’s website.
ACTIVE GROUP, EXPERTS CLUB, Pozniy, SOCIOLOGY, SOUTH KOREA, SURVEY, UKRAINE, URAKIN
