Business news from Ukraine

According to a survey conducted by Active Group and the Experts Club analytical center in April 2025, Japan was included in the list of countries with the highest level of positive perception among Ukrainians.

The majority of respondents — 66.0% — expressed a positive attitude toward Japan: 39.1% — mostly positive, and 26.9% — completely positive. Neutral attitudes toward the country were expressed by 26.9% of respondents, another 3.6% were undecided, and only 3.6% expressed negative attitudes (of which 2.4% were mostly negative and 1.1% were completely negative).

“Ukrainians traditionally have great respect for Japan. It is a country of high technology, a stable economy, a culture of discipline and solidarity,” said Maxim Urakin, candidate of economic sciences and founder of the Experts Club information and analytical center.

Japan is perceived as a country with a high cultural reputation and technological leadership and is among the leaders in terms of positive attitudes among Ukrainians, while the level of negativity is one of the lowest among all countries.

The presentation of the study is available at the link.

Yemen remains a little-known country for most Ukrainians, which explains the high level of neutrality. This is evidenced by the results of a survey conducted by Active Group in cooperation with the Experts Club think tank in April 2025.

According to the survey, 64.1% of respondents took a neutral position on Yemen. At the same time, 17.0% of respondents have a negative attitude (12.0% — mostly negative, 5.0% — completely negative), while only 6.9% expressed a positive attitude (4.5% — mostly positive, 2.4% — completely positive). Another 12.0% of respondents were unable to give a clear answer.

According to analysts, this pattern of responses indicates a lack of established associations with the country, except for possible mentions in the context of news about armed conflicts and the Houthi government’s aggressive policy towards shipping in the Gulf of Aden and the Red Sea.

The presentation of the study is available at the link.

The United Arab Emirates has a positive image among Ukrainians, but more than half of the population remains neutral. These are the results of a sociological survey conducted by Active Group in cooperation with the Experts Club think tank in April 2025.

According to the survey, 31.6% of respondents have a positive opinion of the UAE (26.0% mostly positive, 5.6% completely positive), while 6.7% have a negative opinion (4.9% mostly negative, 1.9% completely negative). At the same time, 55.1% of respondents took a neutral position, and 6.5% were unable to decide on an answer.

“Ukrainians generally have a favorable perception of the UAE, associating the country with humanitarian initiatives during the war, in particular prisoner exchanges, as well as technological development and tourism opportunities. However, a significant percentage of neutral responses indicates a lack of awareness,” commented Maxim Urakin, PhD in Economics and founder of the Experts Club information and analytical center, on the results of the study.

These results create fertile ground for the development of economic and cultural relations between Ukraine and the Emirates.

The study can be found at the link.

Tunisia is perceived by Ukrainians as mostly neutral, with a slight predominance of positive assessments over negative ones. This is evidenced by the results of a sociological survey conducted by Active Group in collaboration with the Experts Club think tank in April 2025.

According to the data, 7.5% of Ukrainians have a positive attitude toward Tunisia (4.5% — mostly positive, 3.0% — completely positive), while 6.7% express a negative attitude (4.5% — mostly negative, 2.2% — completely negative). 74.4% of respondents took a neutral position, and 11.4% were undecided.

“The high level of neutrality and slight predominance of positive assessments indicate the absence of clear stereotypes or conflicting associations regarding Tunisia among Ukrainians,” said Alexander Pozniy, co-founder of Active Group.

The presentation of the study is available at the link.

Syrian is perceived by Ukrainians as mostly neutral, but still with a noticeable share of negative assessments, despite the change in military and political leadership. This is evidenced by the results of a sociological survey conducted by Active Group in collaboration with the Experts Club analytical center in April 2025.

According to the data, 7.5% of Ukrainians have a positive attitude toward Syria (5.4% — mostly positive, 2.1% — completely positive), while 29.5% express a negative opinion (23.6% — mostly negative, 6.0% — completely negative). 53.1% of respondents said they had a neutral attitude, and 9.9% were undecided.

“The high level of neutrality combined with a significant share of negative attitudes indicates the complexity of perceptions of Syria in Ukrainian society. The change of the Assad regime has significantly reduced this negativity, but Syria’s overall image remains ambiguous,” commented Alexander Pozniy, co-founder of Active Group, on the results.

The presentation of the study is available at the link.

A survey conducted by Active Group and Experts Club shows that 58.1% of Ukrainians have a neutral attitude toward Saudi Arabia, while another 7.1% were unable to give a clear answer. This indicates a lack of deep emotional associations with this country in the mass consciousness.

At the same time, 25.2% of respondents have a generally positive attitude toward Saudi Arabia (21.9% — mostly positive, 3.4% — completely positive). A negative attitude was expressed by 9.5% of respondents (7.5% — mostly negative, 2.1% — completely negative).

“Saudi Arabia is associated with wealth, oil resources, and cutting-edge technological megaprojects. However, at the same time, cultural distance, limited rights, and a closed society create a mixed perception. The positive attitude is primarily due to the country’s active peacemaking position in the war,” comments Maxim Urakin, PhD in Economics and founder of the Experts Club information and analytical center.

The neutral and cautious attitude of Ukrainians towards Saudi Arabia shows that the country’s economic attractiveness does not always outweigh cultural stereotypes and a lack of deep contacts.

The presentation of the study is available at the link.