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Opinion

The soft power of Ukraine's blue and gold offers hope for victory

Staving off Russia's invasion has transformed Kyiv's global reputation

| Russia & Caucasus
A mother holds a Ukrainian flag with her children in Central London on April 14: Soft power has played a major role in how the Russia-Ukraine conflict has played out.   © Sipa/AP

Jonathan McClory is a partner at Sanctuary Counsel, a strategic advisory firm in London, and the creator of The Soft Power 30 index.

Speeding over the bucolic Norwegian landscape on board a train from Oslo to Lillehammer last week, as Ukraine prepared to mark 100 days since it began its fight for survival against Russia, I spotted a handsome Scandinavian farmhouse proudly flying a Ukrainian flag.

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