Business news from Ukraine

According to a survey conducted by Active Group and Experts Club, 26.7% of Ukrainians expressed a positive attitude toward India (21.7% — mostly positive, 5.0% — completely positive), while 12.0% expressed a negative attitude. The vast majority (55.3%) have a neutral attitude, which indicates that there is no established image of this country in the mass consciousness of Ukrainians.

“India is perceived as a country with a huge population, a dynamic economy, and a deep cultural heritage. At the same time, it is informationally distant from Ukrainian consumers, which creates a significant level of neutrality and low emotional coloring in its perception,” comments Maksim Urakin, PhD in Economics and founder of the Experts Club information and analytical center.

India remains a promising partner for the development of humanitarian and economic ties, but needs a more active information presence in Ukraine to form a clearer positive image.

The presentation of the study is available at the link.

In April 2025, Active Group, in collaboration with the Experts Club think tank, conducted a survey of Ukrainians’ attitudes towards the People’s Republic of China. The results show a significant level of distrust, a small proportion of sympathy, and a high percentage of neutral attitudes.

According to the survey, 42.8% of Ukrainians have a negative attitude toward China. In particular, 35.5% have a mostly negative attitude, and 7.3% have a completely negative attitude. China is viewed positively by 19.6% of respondents, with 15.9% expressing a mostly positive attitude and 3.7% completely positive. A neutral position is held by 34.2% of those surveyed, while another 3.4% were unable to answer.

“China is perceived by Ukrainian society in an ambiguous way. On the one hand, it is an economic power and a potential partner, but on the other hand, Beijing’s vague position on Russia’s war against Ukraine is causing serious concern,” said Alexander Pozniy, co-founder of Active Group.

In turn, the candidate of economic sciences and founder of the Experts Club information and analytical center emphasized that the status of a major trading partner remains secondary compared to the political and moral position on the war.

“It is particularly interesting that even Ukraine’s economically important partners, such as China (its largest trading partner), receive low support ratings among Ukrainians. This indicates that Ukrainian society values moral support above real trade and does not recognize “neutrality” if it is not accompanied by humanitarian gestures,” added Maxim Urakin.

Thus, Ukrainians’ attitude toward China remains rather negative: criticism and distrust prevail, although one in five still has a positive opinion, and one-third remain undecided.

The presentation of the study is available at the link.

Serbia is one of the few European countries towards which Ukrainians demonstrate a predominantly reserved or negative attitude. These results were obtained during a public opinion poll conducted by the sociological company Active Group in April 2025 in conjunction with the analytical center Experts Club.

According to the survey, 19.3% of Ukrainians have a negative attitude toward Serbia (15.3% — mostly negative, 3.9% — completely negative). A positive opinion was expressed by 16.4% (12.9% — mostly positive, 3.6% — completely positive). However, the largest share — 59.8% — chose a neutral position, and another 4.5% were unable to answer.

“Unlike attitudes toward Hungary or Slovakia, negative and positive attitudes toward Serbia are almost equal, with a neutral position prevailing at 60%. Serbia is balancing between the EU and Russia and China for a comfortable political and economic existence. Despite its geographical proximity and cultural affinity, Serbia’s image in Ukraine needs to be rethought and reoriented to improve bilateral relations,” emphasized Maksim Urakin, founder of Experts Club.

The presentation of the study is available at the link.

Despite strategic partnership and large-scale support during the war, Ukrainians’ attitudes toward the US are becoming increasingly complex and ambiguous. This is evidenced by the results of a nationwide poll conducted by Active Group in conjunction with the Experts Club information and analytical center in April 2025.

According to the survey, 36.1% of Ukrainian citizens have a generally positive view of the United States (29.3% mostly positive, 6.7% completely positive). At the same time, 29.9% of respondents have a negative attitude (25.8% mostly negative, 4.1% completely negative). Another third — 31.2% — remain neutral, and 2.8% were unable to give a definite answer.

“For many Ukrainians, the US is still a guarantor of support, but it is also a country with an ambivalent role in global conflicts, which can cause mixed reactions in society,” said Experts Club founder Maxim Urakin.

“These data show that Ukrainians recognize the important role of the US in supporting our country during the war, but at the same time remain critical of Washington’s current actions in global politics,” said Alexander Pozniy, co-founder of Active Group.

The poll was part of a broader study examining Ukrainians’ international sympathies and antipathies in the context of contemporary geopolitics.

The study can be found at the link.