by Miroslav Hočak, Vice President for the UWC and the European Congress of Ukrainians (ECU), as well as President of the Ukrainian-Serbian Business Chamber.
Source: Hočak at the Fifth Business Forum of the Ukrainian Diaspora, titled “The Global Ukrainian Community in Times of Challenge — the Diaspora for Ukraine.”
The Ukrainian diaspora is a genuine bridge to the world. Our current challenge is to harness the diaspora effectively — supporting and investing in its resources to achieve meaningful, positive results.
Today, the diaspora is undoubtedly the most powerful tool for advocacy and enhancing Ukraine’s image globally, utilizing a range of marketing strategies to do so.
A prime example of global unity, extensive coordination, and cooperation is seen in the largest diaspora organizations such as the ECU, which has existed for 76 years, and the UWC, with 58 years of history. We often highlight that the ECU is one month older than NATO and three months and one day older than the Council of Europe.
- Diaspora as Ukraine’s advocate on the global stage
The Ukrainian diaspora has emerged as a strong and influential voice for Ukraine abroad during the war. Through lobbying efforts, involvement in legislative initiatives, humanitarian aid, and advocating for sanctions against the aggressor, the diaspora shapes the decisions of governments in the countries where we live.
This influence has become both systematic and professional. To sustain and strengthen it, close collaboration with Ukrainian government institutions — such as the Chamber of Commerce and Industry, relevant ministries, and the Export Promotion Office — is essential.
- Building a positive image of Ukraine
Cultural diplomacy, various public events, festivals, media, and stories of Ukrainian success abroad — all these shape a positive image of Ukraine. This is especially important in countries where knowledge about Ukraine was previously limited by Soviet, and now Russian, narratives.
- Diaspora as a tool for international marketing
Ukrainians abroad actively promote Ukrainian businesses, innovations, and products. Thanks to the diaspora, investments flow in and new markets open up. Partnerships are also formed between foreign cities and Ukrainian ones.
However, to maximize these opportunities, support from Ukraine is essential — including professional analytics, marketing materials, and current industry information. This highlights a growing need to develop a well-organized infrastructure for economic diplomacy.
- War: the biggest obstacle of development
When talking about investments, reconstruction, and the business climate, the main reality cannot be ignored: Ukraine is still at war. This ongoing conflict is the biggest barrier to development, long-term planning, and economic stability.
Nevertheless, the diaspora continues to demonstrate remarkable resilience — working tirelessly on diplomatic, humanitarian, informational, and now economic fronts.
- Internal challenges: corruption as a barrier to investors
After the external enemy comes the internal one — corruption, the greatest challenge we face. If we want to attract investments, build trust, and bring business back after victory, we must be honest about this issue. No investor will commit to a place where rules change weekly, guarantees are absent, and trust has been eroded.
The diaspora can serve as a crucial safeguard by promoting transparency, pushing for reforms, engaging independent experts, and supporting honest leaders throughout the process of change.
- Diaspora as a bridge to the future
The diaspora lives between two worlds: the country they live in and Ukraine. They act as powerful bridges connecting these two realities.
This involves building business associations, establishing international partnerships, and promoting Ukraine as a strong, innovative, and economically attractive nation.
We can say, “After victory comes a new economy.” We already have key tools like chambers of commerce, entrepreneurial unions, and cultural centers. What’s needed now is a unified gateway — a global network of Ukrainian business organizations abroad. This could include online hubs for business projects, a shared database of partnerships, and expert consulting support for companies.
- What’s missing: a unified information platform
One of the most urgent challenges is the absence of a centralized information platform. Members of the diaspora often rely on informal contacts to find information about Ukrainian companies, export products, and industries, which is inefficient and unproductive.
What’s needed is an institutionalized system that clearly answers key questions:
- What products does Ukraine manufacture?
- Which companies are leaders in their industries?
- Which goods hold the most export potential?
- Where are the current opportunities for investment?
This should take the form of an official, well-structured, and regularly updated online portal for Ukrainian businesses abroad, managed under the guidance of the Chamber of Commerce, the Ministry of Economy, and the Export Promotion Office.
- Economic diplomacy: the weak link
A key challenge lies with economic advisers and attachés in Ukrainian embassies. Too often, these individuals lack professional training, business experience, and the motivation needed for effective work.
The diaspora should play an active role in evaluating the performance of these economic diplomats and influencing their activities. Establishing advisory councils within the Ministry of Foreign Affairs and the Ministry of Economy would help assess the effectiveness of economic missions and provide valuable initiatives and recommendations.
The diaspora is not just the heart that beats alongside Ukraine — it is also the brain, the hands, and the driving force of change. To succeed, we need a clear map, a reliable compass, and experienced guides. This is exactly what a well-structured information platform combined with strong, professional economic diplomacy abroad can offer.
Ukraine has immense potential. What it now needs are the right tools — and the diaspora is the vital force that can help turn this potential into reality.
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