**Ukraine’s Brand Problem**
For decades, Ukraine was a mystery to the outside world. When people did learn about it, they often heard about its struggles with democracy and war. But since Russia launched its full-scale invasion in 2022, Ukrainian creators have been working hard to change this image.
**Spreading a New Message**
One way they’re doing this is through online platforms that promote Ukrainian businesses. Spend With Ukraine is one such platform, featuring over 200 successful and reputable Ukrainian brands and services. Andrey Klen, co-founder of Petcube and co-creator of Spend With Ukraine, said: “There are all these creative businesses and nobody has the slightest idea they’re rooted in Ukraine.”
**Building a Better Brand**
The goal is to build a better brand for Ukraine, one that shows the world what it has to offer. This involves more than just highlighting successful companies – it’s about changing people’s perceptions of the country as a whole.
**Countering Russian Propaganda**
Russia has been trying to obscure Ukrainian culture through propaganda and aggression for centuries. Spend With Ukraine is part of a larger effort to counter this narrative and show the world a different side of Ukraine.
**A Slow Game, But Progressing**
Unraveling Russia’s propaganda narratives won’t happen overnight, but it’s a process that’s already underway. Andrey Klen said: “Soft power is a slow game, but we’re slowly advancing.”
**More Exposure, More Sales**
For the companies and services on Spend With Ukraine, more exposure means more sales. Some brands have even had their first international orders after being added to the platform.
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