Asia and Africa in the spotlight: Ukrainian exporters are shifting focus as demand for new markets rises.

In Ukraine, a new trend in export activities is emerging: entrepreneurs are increasingly focusing on markets in Asia and Africa, gradually moving away from the traditional emphasis on Europe.

This trend was confirmed by experts during a discussion dedicated to state programs supporting entry into international markets, which took place at the Mind Export Summit 2025.

Alexander Bondarenko, managing partner of the Bureau of Investment Programs, shared his insights, stating that after a trip to Vietnam and Singapore, he is confident in the significant business opportunities specifically in Vietnam. “Vietnam is very interested in collaborating with Ukraine. We see considerable interest from local entrepreneurs,” he said, emphasizing the importance of engaging with new markets for the development of Ukrainian exports. “As for Singapore, although it is a small country, it undoubtedly has great potential as a business hub,” Bondarenko added.

Olga Solohub, operational director of the Nazovni.online platform, highlighted that the platform is already working with over 120 countries and actively supports Ukrainian businesses in entering new markets, particularly in Asia and Africa. “We see that currently, a larger portion of Ukrainian companies is increasingly focusing on countries in Asia and Africa. These are new markets where there is high demand for our products and services,” Solohub noted.

“Right now, we see how Vietnam, Singapore, and even African countries are becoming significant for the development of exports of Ukrainian goods,” she remarked.

According to her, the platform has already registered over 2,700 companies and processed more than 13,000 requests in the past three years. “This indicates a growing interest in entering international markets, and we actively assist companies in adapting to new conditions,” Solohub said.

Yevhen Motolyzhenko, head of the international cooperation department at the State Institution “Office for Entrepreneurship and Export Development,” shared insights on the main trends observed in export sectors.

“Currently, the food industry holds leading positions among Ukrainian export goods, and there is also significant potential in the light industry, pharmaceuticals, and cosmetics sectors. However, one of the most interesting areas is machine engineering, despite some political challenges in this field,” Motolyzhenko stated.

He emphasized the importance of supporting the real sector of the economy and noted that Ukraine has substantial potential in developing export goods, such as food products, furniture, and other items that could become “hidden champions” in the international market.

Motolyzhenko also discussed the analytics conducted by their office and which countries and sectors should currently focus on collaboration. In particular, “countries in Europe, Asia, and both Americas are currently the main trading partners, while the food industry, light industry, and pharmaceuticals lead in export potential,” he noted.