Serhiy Zhadan slightly outpaces Valeriy Zaluzhnyi in international spotlight, survey reveals

Volodymyr Zelenskyy leads as the most well-known Ukrainian worldwide, recognized by 27% of respondents, according to the report “Made in Ukraine: Which Ukrainian brands are known worldwide?” by Brand Ukraine. He is followed by other prominent Ukrainians, including literary figures who are among the most recognized personalities globally. 

Serhiy Zhadan was recognized by 0.5% of respondents without prompting, making him equivalent to Ukraine’s former president Oleksandr Poroshenko in popularity. Yurii Andrukhovych, who followed with 0.4% recognition globally, was particularly recognized in Germany. Valeriy Zaluzhnyi also garnered 0.4% recognition. 

Ukrainian writers were most recognized in Turkey, with Lina Kostenko (9%), Yurii Andrukhovych (7%), Oksana Zabuzhko (6%), and Serhiy Zhadan (5%) leading the list.

President Volodymyr Zelenskyy, along with musical groups DakhaBrakha and TVORCHI, led the list in terms of promoting a positive image of Ukraine (influence). They were closely followed by a group of renowned Ukrainian writers, including Lina Kostenko, Serhiy Zhadan, Oksana Zabuzhko, and Yurii Andrukhovych, who were also recognized for their contributions to fostering a positive impression of Ukraine.

The study found that Lina Kostenko has the highest influence in the UK, while in the US, Ukrainian writers did not make the top five most influential celebrities. The influence was measured using a “readiness to act index,” representing willingness to support Ukraine through various actions.

An additional factor, the presence of close connections to Russia, was found to have a negative impact on attitudes towards Ukraine.

The online survey, conducted in May 2024 by Umbrella and FPA, covered 2,806 respondents in seven countries: the UK, Spain, Germany, Poland, the US, Turkey, and France.

Brand Ukraine is an independent Ukrainian organization that has been systematically working on strengthening the brand of Ukraine since February 2022. Its activities include communication projects and monitoring the world’s perception of Ukraine. The organization’s expertise focuses on international and strategic communications, as well as data analysis. 

Copy editing: Joy Tataryn