Brand Ukraine presented the study "The Global Image of Ukraine's Tech Sector." Is Ukraine perceived as a technologically developed country?

The “Tech (IT) Country” is a pivotal brand attribute for Ukraine, and its active promotion is crucial for enhancing the nation’s international image and expediting Ukraine's recovery after the war.
Nov. 30, 2023, 3:03 p.m.

On November 29, Brand Ukraine and Techosystem held an event "Ukraine as the Technological Country: The Country's Tech Image in the International Arena" with participants from the Ministry of Digital Transformation of Ukraine, the Ministry of Foreign Affairs of Ukraine, and representatives of Ukrainian tech companies.

As part of the event, Tamara Novoselska, Head of Analytics at BRAND UKRAINE, presented an analytical paper "The Global Image of Ukraine's Tech Sector". According to its results, despite the ongoing full-scale war, Ukraine maintains a visible presence in global rankings as a country with a highly promising tech industry. The nation’s human capital is consistently recognised for its professional skills excellence, and international e-government experts have noted the achievements of the Ukrainian government in ensuring sustainable access to information and public services in times of war.

The full damage of the war on Ukraine’s tech industry is challenging to quantify at present due to the scarcity of comprehensive statistical data and the ongoing turbulence from active hostilities at the frontline, and consistent shelling across the country. Industry experts acknowledge significant challenges, particularly in attracting investments, as the high risk environment jeopardises the operational viability of Ukrainian tech companies. Additionally, there is concern over the talent drain as professionals leave the country. Amidst these challenges, observers frequently characterise the Ukrainian tech sector as ‘resilient’ in the face of such trying circumstances.

The “Tech (IT) Country” is a pivotal brand attribute for Ukraine, and its active promotion is crucial for enhancing the nation’s international image and expediting Ukraine's recovery after the war. Yet, an examination of foreign media coverage throughout 2022 and into the first half of 2023 reveals that this narrative is rarely highlighted. To address this, launching vigorous information campaigns focused on Ukraine's tech advancements should be one of the priotities for the country's international communications strategy in the near future.

Brand Ukraine has formed five growth areas that Ukraine can use to strengthen its global tech image in the near future.

  1. Attracting more people to the tech industry;
  2. Overcoming the gap between the regions and the capital in the development of startup ecosystems;
  3. Involvement of citizens in the decision-making process through digital technologies (development of digital democracy tools);
  4. Raising awareness of Ukraine's human capital in the tech sector;
  5. Active communication of Ukraine's decisions and achievements in increasing the level of English proficiency of its population.

The event included a panel discussion on the results of the study. The participants included:

  • Heorhii Dubinskyi, Deputy Minister of Digital Transformation of Ukraine;
  • Anton Demiоkhin, Deputy Minister of Foreign Affairs of Ukraine for Digital Development, Digital Transformation and Digitalization;
  • Kateryna Нrechko, Executive Director of Techosystem; 
  • Viktor Samoilenko, CEO and Founder of Aspichi; 
  • Yevheniia Bespalova, Honorary IT Ambassador of Ukraine, Head of Ecosystem at UNIT.City, Board member at Techosystem.


Mariia Lypiatska, Head of BRAND UKRAINE, moderated the discussion.

"In our analytical paper, our goal was not only to analyse whether Ukraine is perceived as a technological country in the world but also to outline specific growth areas and opportunities for the country's brand in the tech sector. I am pleased that during the research presentation, we brought together key stakeholders who play a crucial role in shaping the country's technological image: the government, businesses, the public sector, and the media," comments Mariia Lypiatska, Head of Brand Ukraine.

Key points of the discussion:

  • "The tech sector is one of the most dynamically developing sectors in Ukraine, and we have all the prerequisites to be one of the world's leaders in this field. However, we need to work together to raise awareness of Ukraine as a technological power and strengthen the country's positive tech image internationally," said Heorhii Dubinskyi, Deputy Minister of Digital Transformation of Ukraine.
  • "The interaction of various components, such as civil society, business, and the state, plays an important role in shaping our technological image. Only when they coordinate properly and join forces can we talk about successfully defining our technological identity and its further promotion abroad," Kateryna Hrechko, Executive Director of the Techosystem NGO.

The event partner: UNIT.City.