SOFT POWER
An Opportunity to Engage From Abroad
ANDRII KUZMA
This article looks at how Ukraine uses soft power — things like culture, values, food,
and storytelling — to connect with the world, especially during the
war. Instead of tanks and weapons, soft power is about winning hearts
and minds. From global campaigns like Brave like Ukraine to
something as simple as a bowl of borsch, Ukrainians are showing the
world who they are and what they stand for. People like First Lady
Olena Zelenska and chef Yevhen Klopotenko remind us that culture
can be a powerful form of resistance. But soft power doesn’t work on
its own — it needs people to keep it alive. That can be through films,
food festivals, student projects, or just talking about Ukraine. Whether
you’re Ukrainian or just someone who cares, there are many ways
to be involved. The message is simple: soft power lives in
everyday actions — and each of us can help keep Ukraine’s
story alive.
In 2023, Ukraine was ranked among the top 20 countries
globally in terms of cultural influence and soft power,
according to research by the Ukrainian Institute and the
Nation Brands Index (Ukrainian Institute, 2023). At the heart
of this visibility is what we call soft power — and that’s exactly
what I want to explore with you here: what it means, how it works,
and how each of us can be part of it.
What is Soft Power?
Let’s start simple. The general definition in political
science says that power is the ability to get others
to do what you want, through force, money, or
persuasion. Soft power is when people choose to follow or support you because they’re inspired, not because they’re forced or payed so (Nye, 2004). The term
was coined by American political
scientist Joseph Nye, who noticed that
cultural appeal and values often shaped international outcomes just as much as military strength. Back at my university
in Bratislava, we were given a great
example of Hollywood films or even McDonald’s, as they don’t just export
products, they export a way of
seeing the world, attracting
millions of people to the
United States of America
through their global culture.
In today’s world, where Ukraine is
fighting a full-scale war, tanks and planes matter, but so does soft power. It’s harder to measure, but just as crucial. As Ukraine’s First Lady, Olena Zelenska, put it:
Dialogue and humanity is more effective than the economic and financial coercion used by our enemy. That is why we call the anniversary of the Russian attack in Ukraine differently – the anniversary of resistance, solidarity, and fortitude. The anniversary of not only armed self-defence, but also of soft power” (City nation place, 2023).
Ukraine and Soft Power
Joseph Nye also reminds us that while hard power may win battles, soft power wins narratives. He commented on war in Ukraine:
“While hard military power will decide the outcome of russia’s war in Ukraine, the power of values, persuasion, and attraction are hardly irrelevant. Though soft power tends to operate more subtly and over a longer time horizon, it has nonetheless emerged as a key feature of Ukraine’s defense.”
Likewise, in international politics, the effects of soft power tend to be slow and indirect. We can see the effects of bombs and bullets right away, whereas the attraction of values and culture may be visible only in the long run. But to ignore or neglect these effects would be a serious mistake. Smart political leaders have long understood that values can create power (Nye, 2022).
Even though each of us may have different opinions about Volodymyr Zelenskyy as president in 2025, considering him and
his team as ineffective or raising valid concerns, it’s hard to deny what he represented in 2022. That year, he became a global
symbol. He was applauded in parliaments and senates around
the world, and Ukraine launched a powerful international
message: Brave like Ukraine.
This campaign is a striking example of soft power. We all want to
be brave — so why not like Ukraine? A country that, when faced with a full-scale invasion, stood its ground and fought back against
a larger army and state. Millions of Ukrainians abroad, along with the viral reach of social media, helped spread this narrative. And in 2022, they succeeded in putting Ukraine at the heart of the global conversation.
Fading Attention, Rising Urgency
Despite the visibility Ukraine gained in 2022–2023, recent trends show a slow decline in global attention (Ukrainian Institute, 2024). Festivals that once hosted Ukrainian programs now shift their focus. Media coverage drops. Cultural partnerships dry up. Soft power only works when it’s sustained. If global audiences stop hearing Ukrainian voices, other, louder voices take their place.
Researcher Anna-Maria Mandziy argues that we need long-term strategy, not one-time actions. That means strengthening institutions like the Ukrainian Institute, supporting Ukrainian Studies abroad, and investing in platforms that promote Ukrainian culture on equal terms. (Mandziy, 2023).
At the same time, Ukrainian cultural diplomacy has already shown it can work. Programs like Books Without Borders and Ukrainian Institute London’s film and lecture series have sparked real conversations. They’ve brought Ukraine into schools, cinemas, libraries, and public squares—not as a warzone, but as a living culture.
From Soup to Strategy
So how does soft power connect to something as simple as food? According to Ukrainian chef Yevhen Klopotenko:
“Because food is always a reflection of how and what people live by. What they take pride in and what they want to share with the world. We fall in love through food. We always remember the flavours that accompanied our experience in a new country. Food is the story of people. It is the culture of families. It is part of a national identity” (Fielder, 2025).
That’s why even borsch can be part of cultural resistance. In 2022, UNESCO officially recognised Ukrainian borsch as part of the country’s intangible cultural heritage — and noted that it was “in need of urgent safeguarding” due to the war.
British journalist Jez Fielder captured this perfectly: “To understand the role Ukrainian cuisine plays in this cultural war with russia… I’ll need to eat it. And that means borsch.” (Fielder, 2025). The main goal of soft power is to show the attractiveness of a culture to others, and thereby win people over in general. Borsch is a good fit because it is associated with Ukrainian culture due to the efforts of many Ukrainians around the world.
Borsch is always noticeable, it is quite unconventional, as it can be described as “beetroot soup,” which sounds very strange at first glance. However, it is delicious (an objective opinion as a Ukrainian, haha!), and this is what makes it a pleasant memory for many people who have tried it, thus associating this experience with Ukraine. When borsch reaches foreign restaurants and homes, it carries stories with it, stories of identity, resilience, and pride. That’s soft power in action.
Soft Power In The Hands
Interestingly, soft power is already in your hands, literally, if you’re holding a physical copy of this magazine! This journal brings together diaspora voices and students from across Scotland who share stories about Ukraine, making it more relatable and appealing through personal experiences and knowledge. It may seem like a small gesture, but it’s part of a much bigger picture, one shaped by the efforts of tens of thousands of Ukrainians around the world.
As a Ukrainian media Suspilne showed in their documentary “Soft Power: Moving Europe”, Ukrainians across the world are building bridges through art, music, workshops, and activism. Their influence may be quiet, but it travels far (Suspilne, 2023).
Metaphorically, soft power is also in your hands, especially if you’re Ukrainian. You can start your own initiative or join projects already happening around you. If you’re a student, you have the chance to connect and collaborate with Ukrainian university societies, local organisations, attend cultural workshops, explore creative projects or volunteer. There’s truly no shortage of ways to get involved.
If you’re not Ukrainian - take an interest in Ukraine. This country is layered, diverse, and full of unexpected connections. Talk about Ukraine, because without voices like yours, it risks being forgotten. The fact that you’ve read this far already means a lot. So, thank you. Thank you for caring
Soft power lives in values and convictions. That’s why Ukrainians who stand for light and justice must keep sharing their stories, culture, and truth, because that’s how peace gets closer.
In conclusion, soft power is a powerful tool in the struggle for support. It works by attracting people through culture and national values. It grows through the work of individuals and the strategies of states that create an image that inspires connection and solidarity. In Ukraine’s case, this means everything from local activism to global conversations about borsch. No matter where you’re from, you can be part of this. Soft power is in our hands - yours and ours.
Works Cited
City nation place (2023). Ukraine, sustainability, and the impact of soft power. https://www.citynationplace.com/ukraine-sustainability-and-the-impact-of-soft-power
Fielder, J. (2025). Gastro-diplomacy: Ukraine’s soft power gambit for stomachs, hearts, and minds. Euronews. https://www.euronews.com/culture/2025/03/02/gastro-diplomacy-ukraines-soft-power-gambit-for-stomachs-hearts-and-minds
Mandziy, A.-M. (2023). Recommendations for the use of ukraine’s soft power in certain countries (G7, Austria, Switzerland, Greece). Analytical center ADASTRA. https://analyticalins.insecurity.org/soft-power-of-ukraine-in-europe/
Nye, J. (2004). Soft Power: The Means to Success in World Politics. PublicAffairs.
Nye, J. (2022). Soft Power After Ukraine. Project syndicate. https://www.project-syndicate.org/commentary/soft-power-after-russia-war-in-ukraine-by-joseph-s-nye-2022-05
Suspilne. (2023). М’яка сила. Зрушити Європу [Soft Power. Moving Europe]. https://corp.suspilne.media/newsdetails/6818/
Ukrainian Institute. (2023). Ukraine in the global soft power ranking. https://ui.org.ua/en/sectors/en-projects/ukraine-in-the-global-soft-power-ranking/
UNESCO. (2022). Inscription of Ukrainian borscht cooking culture. https://ich.unesco.org/en/USL/ukrainian-borscht-culture-01852