GROWING INTEREST IN NHP: HOW REGIONAL BRANDS ARE CONQUERING THE WORLD

Export is a key and necessary area of growth for the creative industries. These industries broadcast the national cultural code abroad, but when they enter the international arena, they face a “cultural barrier” — a difference in mentality and consumer habits. This was stated by Alexander Molodtsov, Vice President of the Russian Export Center (REC, VEB.RF Group), at the plenary session of the III International Congress of Folk Art Crafts “Polotno” in Moscow. Major producing regions, such as the Nizhny Novgorod region, use the NHP to develop creative industries and the tourism industry. Successful contemporary brands, such as Dymov Ceramics from Suzdal in the Vladimir region, turn their production into entire ecosystems with restaurants and art spaces, acting as drivers of the development of the entire region. Altai Tradition actualizes the cultural heritage of Siberia, and Karelian Design offers customers furniture and home goods, collaborating with the National Museum of Karelia. Through the national Made in Russia program and the digital platform My Export, the Russian Export Center offers all the necessary support to exporters, from consulting on customs clearance and finding marketplaces to organizing international events and various large-scale marketing campaigns. As part of the cross-year cultural exchange between Russia and China, the Discover Russia event was held in Beijing, where NHP products, including Gzhel, Torzhok Goldsmiths, and Fedoskino Fabrics, were presented to the Chinese audience. "Today we see a huge demand for authenticity, history and cultural code. Consumers all over the world are looking for things that make sense. And here Russia has a colossal, but not yet fully disclosed, advantage," Alexander Molodtsov emphasized. He noted that the REC's task is to promote these brands and products by exporting Russia's "soft power" in close cooperation with other creative industries. At the end of his speech, Alexander Molodtsov urged representatives of the NHP industry to make more active use of the REC support ecosystem, including the opportunities for promotion under the national brand "Made in Russia". The Russian Export Center (REC, VEB Group) is a state-owned institution that supports non-commodity non-energy exports. It provides both financial and non-financial assistance to companies from various industries at all stages of entering international markets, including as part of the International Cooperation and Export National Project. Most of the services offered by the REC Group are available online on the state-owned digital platform "My Export." The REC Group's Export School provides training on all aspects of export activities. The REC is also responsible for ensuring and implementing the Made in Russia program.