In February 2025, Zee Gimon, Chief Marketing Officer at HUSPI, joined a powerful panel at the Mind Export Forum in Kyiv, focused on a timely and critical topic: “Ukrainian Technologies in the World: New Realities of Entering Global Markets.”
The discussion, moderated by Maria Shevchuk, Executive Director of the IT Ukraine Association, brought together leaders from the Ukrainian tech industry, including Volodymyr Shevchuk (CEO of Howcow), Maksym Popov (CEO & Co-Founder of 42flows.tech), and HUSPI’s own CMO.
Embracing Identity, Navigating Risk
Representing HUSPI, Zee shared how the company has evolved over the past few years, turning challenges into strategic advantages. HUSPI is a traditional outsourcing company focused on fintech and edtech, with 70% of its products developed in Ukraine for export, primarily to Germany and the United States.
One of the key questions tackled during the discussion:
Should Ukrainian tech companies promote their Ukrainian origin when working with foreign clients, given the perceived risks tied to the ongoing war?
Zee’s answer: Absolutely.
“At the beginning of the full-scale invasion, we sometimes positioned ourselves as a Polish company, since we’re registered in both Poland and Ukraine. But by mid-2022, we chose to lean into our Ukrainian identity because we realized that it is important to talk about the challenges as well as our benefits.”
Why Being Ukrainian Is a Business Strength
Zee outlined three core reasons why Ukrainian companies should highlight their roots:
1. Ukraine is a global tech powerhouse.
Home to top-tier universities like KPI, Taras Shevchenko University, and NaUKMA, Ukraine continues to produce world-class engineers and developers. Ukrainian talent isn’t just task-oriented — it’s strategic and solution-driven.
2. War has made Ukrainian businesses faster, stronger, and more efficient.
“Our team is used to navigating the unexpected. Whether it’s a missile strike or a blackout, we adapt fast. I mean, when we know we have two hours of electrical power, that is the best time manager. If we know power might go out in a few hours, the team gets done in one morning what others might do in a day.”
This resilience is not just a survival mechanism — it’s a competitive edge. It has trained Ukrainian businesses to operate with unmatched speed, agility, and focus.
3. It’s crucial to keep the communication going.
As Ukraine fades from international headlines, it becomes even more important for businesses to share what’s really happening on the ground.
“Our clients abroad often don’t know what the current situation is — and uncertainty creates fear. So we tell them the truth: yes, there’s a war, but we know how to work through risk. Yes, it’s hard, but we’re still showing up to conferences, brainstorming new ideas, building the future. That’s worth talking about.”
Looking Ahead
At HUSPI, we believe in using our voice and platform to not only build great tech but also reshape global perceptions about doing business with Ukraine. Events like the Mind Export Forum are a reminder of the creativity, drive, and tenacity of Ukraine’s IT sector.
We’re grateful for the opportunity to share our story — and we’re always open to building new ones with partners around the world.
Let’s talk if you want to explore what working with Ukrainian tech can really mean.
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