Most Ukrainians take a neutral stance toward Serbia, but among those who expressed a clear opinion, negative assessments outweigh positive ones. This is evidenced by the results of a survey conducted by Active Group in cooperation with the Experts Club think tank.
According to the study, 58.0% of respondents said they had a neutral attitude toward Serbia. At the same time, 26.0% of Ukrainians expressed a negative attitude (4.7% — completely negative, 21.3% — mostly negative). Only 13.7% of respondents gave positive assessments (2.3% — completely positive, 11.3% — mostly positive). Another 2.3% said they were not familiar with the country.
“Serbia remains a country with an ambiguous image for Ukrainians. Despite historical and cultural ties, Belgrade’s political positions shape a predominantly negative attitude among part of Ukrainian society,” said Alexander Pozniy, head of Active Group.
Maksym Urakyn, founder of Experts Club, emphasized that trade and economic relations between Ukraine and Serbia are developing at a moderate pace.
“In January-August 2025, trade turnover between the countries amounted to $220.6 million. At the same time, exports from Ukraine to Serbia amounted to $85.1 million, and imports from Serbia amounted to $135.5 million. The negative balance for Ukraine is $50.4 million. This small trade balance is quite insignificant and does not reflect the potential of the countries.”
Thus, although most Ukrainians do not have a clear position on Serbia, the balance of assessments is rather negative.
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ACTIVE GROUP, EXPERTS CLUB, Pozniy, SERBIA, SOCIOLOGY, TRADE, UKRAINE, URACIN
