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 that Ukrainians continue to hold a high level of positive sentiment toward Switzerland, although the overall share of positive assessments has declined slightly compared to August 2025—from 71.7% to 67.8%. At the same time, negative attitudes have decreased from 3.3% to 0.7%, confirming a consistently low level of critical perception of this country.
The breakdown of responses shows a balanced positive perception: 29.6% of respondents rated their attitude as “entirely positive,” and another 38.2% as “mostly positive.” Thus, Switzerland remains in the group of countries with a predominantly positive image among Ukrainians, although the trend indicates a certain increase in the share of neutral assessments.
A neutral position was chosen by 30.1% of respondents, which is a relatively high figure and may indicate the country’s limited informational presence or a lack of direct experience of interaction. Negative assessments remain minimal: 0.7% of respondents indicated a “mostly negative” attitude, while the share of completely negative responses is virtually nonexistent. Another 1.4% of respondents were undecided.
Compared to the previous period, the key trend is not so much an increase in negativity as a shift of some positive assessments into the neutral category. This indicates a certain cooling of emotional perception, but without the formation of a negative attitude.
“Switzerland is traditionally perceived by Ukrainians as a stable and neutral country with a high level of trust. At the same time, we see that some respondents are shifting to a neutral position, which may be linked to the reduced visibility of specific actions or projects. This does not mean a deterioration of the image, but rather indicates a need for more active communication,” noted Oleksandr Pozniy, director of the research company Active Group.
Overall, the survey results confirm that Switzerland maintains a positive image in Ukrainian society; however, the dynamics of the ratings indicate the importance of a constant presence in the information sphere and the development of bilateral ties to sustain this level of trust.
According to a study conducted by the Experts Club information and analytical center based on data from the State Customs Service, Switzerland ranks 27th in total trade volume of goods with Ukraine, with a figure of $994.7 million. At the same time, imports of Swiss goods significantly exceed Ukrainian exports, resulting in a trade deficit of over $780 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, SURVEY, SWITZERLAND, UKRAINE, URAKIN
The results of a sociological survey conducted in March 2026 by the polling firm Active Group in collaboration with the Experts Club information and analytical center show a high and steadily rising level of positive sentiment toward Japan among Ukrainians. The share of positive assessments stands at 71.8%, exceeding the August 2025 figure (68.7%). At the same time, negative attitudes remain minimal—2.8% compared to 2.7% previously.
The breakdown of responses indicates a deeply positive perception of this country. Specifically, 32.9% of respondents describe their attitude as “entirely positive,” while another 38.9% describe it as “mostly positive.” This combination of indicators results in one of the highest proportions of positive attitudes among all countries surveyed.
At the same time, 24.2% of respondents hold a neutral position, indicating a certain distance in perception—likely due to limited direct contact or Japan’s limited presence in the Ukrainian media landscape. Negative assessments remain at a low level: 1.9% — “mostly negative” and 0.9% — “completely negative.” Another 1.2% of respondents were undecided.
The trend indicates a gradual strengthening of Japan’s positive image in Ukraine. The increase in the share of positive responses occurred without a significant rise in negative sentiment, indicating a steady expansion of positive perception rather than a redistribution of assessments across categories.
“For Ukrainians, Japan is an example of a country with a high level of trust and a stable positive image. We see that even without any major news events, its perception is gradually improving. This means that long-term reputation and consistent cooperation policies work much more effectively than short-term media effects,” noted Oleksandr Pozniy, director of the research company Active Group.
Overall, the survey results confirm that Japan is among the countries with the most positive perception among Ukrainians. At the same time, the growth in positive assessments against a backdrop of consistently low negative sentiment indicates the formation of a long-term and stable image of the country as a reliable partner.
According to a study conducted by the Experts Club information and analytical center based on data from the State Customs Service, Japan ranks 26th in total trade volume with Ukraine, with a figure of $1.12 billion. At the same time, imports from Japan almost entirely dominate bilateral trade, resulting in a significant trade deficit for Ukraine of over $1.05 billion.
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, JAPAN, Pozniy, SOCIOLOGY, SURVEY, UKRAINE, URAKIN
The results of a public opinion poll conducted in March 2026 by the research firm Active Group in collaboration with the Experts Club information and analytical center show a consistently high level of positive attitudes among Ukrainians toward Sweden. The overall share of positive assessments stands at 72.5%, which is, however, slightly lower than the August 2025 figure (76.3%). At the same time, the level of negative attitudes remains minimal—only 1.2% compared to 0.7% previously.
The breakdown of responses indicates a deeply positive foundation for perceptions of this country. The share of those who view Sweden “entirely positively” stands at 35.0%, while another 37.5% selected the “mostly positive” option. Together, these figures represent one of the highest levels of positive perception among the countries surveyed.
At the same time, 24.7% of respondents hold a neutral position, which may indicate a limited level of personal or informational contact with the country. Negative assessments remain marginal: 0.9% rated it “mostly negative” and only 0.2% rated it “completely negative.” Another 1.6% of respondents were undecided.
The slight decrease in the share of positive assessments likely resulted from a shift of some respondents into the neutral category, rather than an increase in criticism. This indicates that Sweden’s image remains consistently positive, albeit less emotionally charged compared to the previous period.
“Sweden remains a country with a very high level of trust among Ukrainians, and this is evident in the structure of the responses. At the same time, we observe a certain increase in the share of neutral assessments, which indicates not a change in attitude but a decrease in its intensity. This is a typical effect for countries that are not constantly in the center of media attention,” noted Oleksandr Pozniy, director of the research company Active Group.
Overall, the survey results confirm that Sweden is among the countries with the highest level of positive perception in Ukrainian society. At the same time, the dynamics of change indicate a gradual normalization of assessments, as the emotional component gives way to a more restrained and rational perception.
According to a study conducted by the Experts Club information and analytical center based on data from the State Customs Service, Sweden ranks 25th in total trade volume with Ukraine, with a figure of $1.13 billion. At the same time, imports from Sweden exceed Ukrainian exports many times over, resulting in a significant trade deficit of over $962 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, SURVEY, SWEDEN, UKRAINE, URAKIN
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
The results of a public opinion poll conducted in March 2026 by the research firm Active Group in collaboration with the Experts Club information and analytical center indicate that, for most Ukrainians, Vietnam remains a country with an undefined or neutral image. The largest share of respondents—66.9%—expressed a neutral attitude, which significantly distinguishes Vietnam from countries with a clearly formed positive or negative perception.
At the same time, the share of positive assessments has increased—to 19.3% compared to 15.7% in August 2025. Of these, 6.1% of respondents indicated a completely positive attitude, while another 13.3% described it as mostly positive. This indicates the gradual formation of a more defined positive image of the country, although this process is proceeding slowly.
Negative attitudes also increased slightly—from 9.0% to 10.5%. Specifically, 7.2% of respondents chose “mostly negative,” and 3.3% chose “completely negative.” The share of those who could not decide on an answer is 3.3%. Overall, these figures demonstrate a slight increase in the polarization of assessments while maintaining a high proportion of neutrality.
The dynamics of change indicate a gradual decrease in uncertainty: some respondents who previously had no formed opinion are beginning to lean toward either a positive or a negative assessment. At the same time, the absence of sharp changes in the structure of responses indicates that Vietnam does not yet occupy a prominent place in the focus of public opinion in Ukraine.
“When we see such a high level of neutral responses, it means that the country is effectively outside the active informational and social sphere. Ukrainians simply do not have enough contacts, experience, or cues to form a clear attitude. That is why any systematic presence—economic, cultural, or diplomatic—could quite quickly shift the balance of assessments in one direction or another,” noted Maksym Urakin, founder of the Experts Club information and analytical center.
Thus, Vietnam is currently characterized as a country with high potential for building a positive image in Ukraine; however, this potential largely depends on the intensity of interaction and the level of presence in the Ukrainian information space.
According to a study conducted by the Experts Club information and analytical center based on data from the State Customs Service, Vietnam ranks 23rd in total trade volume with Ukraine, with a figure of $1.16 billion. At the same time, imports of Vietnamese goods exceed exports from Ukraine by several times, resulting in a trade deficit of over $706 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, SURVEY, UKRAINE, URAKIN, VIETNAM
Moldova ranks among the countries closest to Ukraine not only geographically but also in terms of public perception. According to a survey conducted in March 2026 by the research company Active Group in collaboration with the Experts Club information and analytical center, 60.1% of Ukrainians describe their attitude toward Moldova as positive, a significant increase from 51.3% in August 2025. Thus, over the course of six months, positive perception has increased by nearly 9 percentage points.
The distribution of positive attitudes is fairly even: 22.8% of respondents chose the option “completely positive,” while another 37.3% selected “mostly positive.” This indicates not only a general level of favorability but also that a significant portion of Ukrainians have a well-formed and stable positive perception of Moldova.
At the same time, the share of neutral assessments remains relatively high—32.9%. This is a typical figure for countries that, despite their proximity, are not at the center of the constant information flow. However, even with such a proportion of neutral responses, the overall balance of perception is clearly tilted toward the positive side.
Negative attitudes toward Moldova remain minimal—5.4% in March 2026 (compared to 4.7% in August 2025). Although this figure has risen slightly, it remains at a low level, confirming the absence of significant sources of tension in bilateral perceptions.
The trend indicates a gradual strengthening of Moldova’s positive image in Ukrainian society. The increase in positive sentiment occurred both due to a shift of some neutral assessments toward positive ones and through a general rise in the level of trust in the country.
In a broader context, these results can be explained by the proximity of Ukraine’s and Moldova’s interests, shared security challenges, as well as similar European integration trajectories. In the minds of Ukrainians, Moldova is increasingly perceived as a partner with a similar political and values-based context.
“Attitudes toward Moldova are a telling example of how a stable, positive image of a neighboring country is formed. Here, not only geographical proximity plays an important role, but also a sense of shared interests and a similar strategic course. It is precisely these factors that ensure the long-term strengthening of trust in society,” noted Maksym Urakin, founder of the Experts Club information and analytical center.
Thus, Moldova holds a firm position among countries with a high level of positive perception in Ukraine. Its image is characterized by stability, a low level of negativity, and a gradual increase in trust, making this country one of the most predictable and understandable partners in the region.
According to a study conducted by the Experts Club Information and Analytical Center based on data from the State Customs Service, the Republic of Moldova ranks 21st in total trade volume of goods with Ukraine, with a figure of $1.32 billion. At the same time, Ukraine has a clear trade surplus, as exports to Moldova exceed imports by more than seven times.
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, MOLDOVA, Pozniy, SOCIOLOGY, SURVEY, UKRAINE, URAKIN
