On April 16, Hanna Myshko, Regional Director for the Gulf States, Ukraine, and Moldova at StrategEast, took the stage at GlobaLink: USA vs GULF, a vibrant event in Kyiv dedicated to helping Ukrainian companies expand into international markets. Organized by the IT Ukraine Association in partnership with Payoneer, the event brought together a diverse lineup of speakers and business leaders to explore the strategies, risks, and rewards of entering the U.S. and GULF markets.
The panel discussion compared the realities of doing business in the U.S. versus the Gulf Cooperation Council (GCC) countries. Panelists reflected on their companies’ experiences in each region, providing first-hand insights into the challenges and nuances of both. The conversation touched on the different market dynamics between the UAE and Saudi Arabia, the shifting approaches required for scaling in 2025, and the most significant barriers Ukrainian IT companies face when entering the GULF. Hanna also spoke about the role of government partnerships in the GULF and the extent of support available for foreign companies through local incubators and investment funds.
Hanna offered practical advice for companies looking to scale, drawing from StrategEast’s deep regional expertise. She emphasized that when expanding to the U.S. market, companies should begin with clear motivation rather than focusing solely on funding. Building trust through transparent communication is essential, and success often depends more on navigating cultural nuances than legal ones. At the same time, networking remains a key bridge to making progress in both markets.
During the panel discussion, Hanna was also asked whether she would prioritize the U.S. or the GULF if launching a new IT venture today. She acknowledged the ongoing strategic importance of the U.S. but highlighted the GULF’s growing appeal—thanks to its agility, investment climate, and openness to international tech solutions. However, she emphasized that navigating these opportunities successfully requires a deep understanding of the local culture, relationship-building, and a more hands-on approach to doing business.
The final segment of the event featured exclusive research on the IT ecosystems of Saudi Arabia and the UAE. It offered an overview of macroeconomic trends, government strategies for tech workforce development, investment priorities, and vertical market opportunities in sectors such as EnergyTech, FinTech, Health & MedTech, and CyberTech.
Reflecting on StrategEast’s experience in the region, Hanna noted that the GULF represents a fast-moving and solution-driven environment. With the right cultural awareness and strategic approach, Ukrainian companies have a real chance to thrive there. She added that interest in Ukrainian tech has grown significantly over the past two years, with local businesses becoming more proactive in seeking partnerships.
StrategEast is proud to serve as a bridge for Ukrainian companies exploring the GULF. Through regular trade missions, delegations, and participation in key regional events like Biban in Saudi Arabia, Web Summit Qatar and others, StrategEast helps tech companies understand the ecosystem, connect with stakeholders, and seize new opportunities.
We invite Ukrainian technology companies to collaborate with StrategEast and take advantage of our experience and network to access this dynamic and rapidly growing region.
