How to rebrand Ukraine in Japan and vice versa?
16 March 2021, 18:28


The analytical commentary by Takashi HIRANO, Head of Japan section in Ukrinform agency, was written for the New Europe Center following the results of the forum “Asian Strategy in Action. The role of Ukrainian-Japanese cooperation”.

PDF-version of the comment is available here.


“In recent years, Ukraine has significantly intensified its public diplomacy, resulting in a certain improvement in Ukraine’s image and a successful communication of the state’s position abroad. However, it is fair to say that at present not all attempts deliver the expected results. This is partly due to the fact that Ukrainian public diplomacy seeks to send attractive messages, without adapting the content and methods of presentation to the outlook of the local audience . At the same time, the success of public diplomacy largely depends on understanding of local specifics. For qualitative adaptation, first of all, it is necessary to conduct a thorough analysis of the perception of Ukraine’s image and a dialogue with the local population in each country, including Japan.”

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