Made in Ukraine

How should the Made in Ukraine brand evolve? Who should define the standards for its use? And how can Ukrainian manufacturers strengthen their position in international markets? These were among the key questions discussed during the 2nd International Trade Forum 2026, held in Kyiv.

Organized by the Office of the Deputy Prime Minister for European and Euro-Atlantic Integration together with the Ministry of Economy of Ukraine, the forum brought together government officials, business leaders, international partners, and exporters to discuss Ukraine's future Export Strategy through 2030.

One of the forum's central discussions was the panel "From 'Made in Ukraine' to 'Made in Europe': International Positioning," featuring Oksana Straz, Development Director at FIX Union, Head of the Lviv Furniture Cluster, and Head of the Ukrainian Cluster of Furniture, Design and Creative Industries.

Made in Ukraine Is More Than a Country of Origin

During the discussion, Oksana Straz emphasized that the Made in Ukraine brand is gradually moving beyond the stage of emotional support for Ukraine. From now on, its reputation must be built on quality, credibility, and compliance with international standards.

"Licensing should become the standard mechanism for using the Made in Ukraine brand across all companies. Naturally, the state should remain the owner of the brand both domestically and internationally, as it is ultimately responsible for protecting its reputation. At the same time, sector-specific criteria should be delegated to professional industry organizations, particularly clusters. We work directly with manufacturers, regularly visit production facilities, understand their capabilities, and know which companies are genuinely ready to represent Ukraine on international markets," said Oksana Straz.

According to her, the right to use the Made in Ukraine brand should not be granted automatically simply because a product is manufactured in Ukraine.

"I believe that not every manufacturer should automatically have the right to use the Made in Ukraine brand. It is not only about the product's country of origin. It is about quality, responsibility, readiness to meet international standards, and ultimately Ukraine's reputation as a manufacturing nation. It is always better to prioritize quality over quantity.

Take participation in an international trade show in New York, for example. It requires significant investment and carries great responsibility. If a company that is not export-ready or fails to meet international market expectations becomes part of the national pavilion, it can negatively affect the perception of the entire Ukrainian delegation. That is why we need clear criteria and a licensing system for the Made in Ukraine brand that will operate both internationally and within Ukraine. Today, Ukraine is shaping a new export reputation, and this is precisely the right moment to establish transparent rules that will become the foundation of a strong and recognizable national brand."

Why This Matters for Ukrainian Manufacturers

For FIX Union, this discussion has direct practical relevance. The company already operates in international markets, participates in leading European trade fairs, cooperates with foreign partners, and understands how important trust in a product's country of origin is.

When an international customer sees the Made in Ukraine label, they evaluate not only an individual product but also the manufacturer's capabilities, reliability, and the reputation of Ukrainian industry as a whole. This is why establishing unified standards for using the brand is a crucial step toward strengthening Ukraine's export potential.

An Open Dialogue About the Future of Ukrainian Exports

Participation in the International Trade Forum provided another opportunity for FIX Union to contribute to the professional dialogue on the future of Ukrainian manufacturing and exports.

For FIX Union, international growth is about more than expanding into new markets. It is also about helping shape the principles that will enable Ukrainian manufacturers to compete successfully on the global stage while strengthening the reputation of the Made in Ukraine brand for years to come.