The role of the EU in the promotion of Europeanization and the EU political identity in potential member states of Eastern Europe prior to the 2004 enlargement was important for these states’ future acceptation in the EU community. However, most research and literature have discounted the role of the EU and its attractiveness in the countries neighbouring with the EU that did not have a prospect of joining the EU in 2004. This article studies the process of formal and informal Europeanization in Ukraine before and after the Orange revolution, which occurred five months after the bloc’s 2004 enlargement, and Euromaidan of 2013. Despite the EU’s passive leverage in Ukraine between 2004 and 2013, and the country’s weak prospects for potential membership, the EU’s soft power of attractiveness was still an effective tool that was used by Ukrainian political elite and media in promoting informal Europeanization after the 2004 enlargement. Furthermore, confidence in the EU was associated with support for such liberal values as human rights, tolerance of minorities, and political efficacy. This article posits that notwithstanding weak incentives and support offered from the EU to implement formal Europeanization in Ukraine, the EU attractiveness was successfully applied by local elite and media to promote the informal Europeanization.