Lviv Furniture Cluster at International Trade Forum 2026: Why Clusters Should Help Shape the Standards of the Made in Ukraine Brand
The 2nd International Trade Forum 2026 took place in Kyiv, bringing together key stakeholders in international trade and export development. Organized by the Office of the Deputy Prime Minister for European and Euro-Atlantic Integration in cooperation with the Ministry of Economy of Ukraine, the forum served as a platform to discuss Ukraine's new Export Strategy 2030, the future of the Made in Ukraine national brand, and the integration of Ukrainian businesses into European and global markets.
One of the forum's central events was the panel discussion "From Made in Ukraine to Made in Europe: International Positioning," featuring Oksana Straz, Executive Director of the Lviv Furniture Cluster, Head of the Ukrainian Furniture, Design and Creative Industries Cluster, and Development Director at FIX Union.
Clusters as Guardians of Ukrainian Export Quality
One of the key topics of the discussion was the future of the Made in Ukraine brand. According to Oksana Straz, the next stage of Ukraine's export development requires not only active promotion of the national brand but also clear rules governing its use.
"Licensing should become the standard mechanism for using the Made in Ukraine brand across all companies. It is obvious that the state should remain the owner of the brand both domestically and internationally, as it is the guarantor of its reputation. At the same time, defining industry-specific criteria should be delegated to professional organizations, particularly clusters. We work directly with manufacturers, visit production facilities, understand their capabilities, and know which companies are truly ready to represent Ukraine on international markets," said Oksana Straz.
Today, clusters possess the most comprehensive understanding of their members' potential. They assess manufacturers' production capabilities, export readiness, compliance with international standards, and can serve as an effective link between government and business in building a strong national brand.
Made in Ukraine Is About Reputation
The forum also focused on the responsibility companies assume when using the Made in Ukraine brand.
"I believe that not every manufacturer should automatically have the right to use the Made in Ukraine brand. It is not only about the country of origin—it is about quality, responsibility, readiness to operate according to international standards, and Ukraine's overall reputation. It is always better to prioritize quality over quantity.
Participation in an international exhibition in New York, for example, 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 pavilion. That is why we need clear criteria and a licensing system for the Made in Ukraine brand that operates both internationally and domestically. Ukraine is currently shaping its new export reputation, making this the right time to establish transparent rules that will become the foundation of a strong and recognizable national brand," she emphasized.
From Made in Ukraine to Made in Europe
Another important topic of the panel was the integration of Ukrainian manufacturers into European value chains.
The Lviv Furniture Cluster is already a member of the international GoFurniture Meta Cluster, which unites 14 furniture clusters from nine European countries. This collaboration enables Ukrainian manufacturers to work directly with European partners, participate in joint projects, and access new markets.
Within the European Union, long-term industrial cooperation and co-production are becoming increasingly important. At the same time, on global markets such as the United States, Asia, and Africa, Ukrainian products can increasingly be positioned as products made in Ukraine according to the highest European quality standards.
The Cluster Model Is Already Delivering Results
Practical experience demonstrates the effectiveness of this approach. Thanks to the systematic work of clusters in cooperation with international partners, the Entrepreneurship and Export Promotion Office, chambers of commerce, and donor organizations, an increasing number of Ukrainian companies are successfully entering international markets.
Over the past several years, more than ten national Ukrainian pavilions have been organized at leading international exhibitions across Europe and the United States. This cluster-based model enables even small and medium-sized enterprises to establish their first international partnerships, prepare for export, and become part of global value chains.
A Shared Vision for Ukraine's Export Future
International Trade Forum 2026 once again demonstrated that the future of Ukrainian exports depends not only on government support but also on effective cooperation between businesses, industry clusters, and international partners.
For the Lviv Furniture Cluster, participation in the forum was an opportunity to contribute to shaping new approaches to Ukraine's export development and to highlight the essential role of clusters in strengthening business competitiveness, expanding international cooperation, and enhancing the global reputation of the Made in Ukraine brand.
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