Many Russian brands possess a distinct cultural code and high export potential, allowing them to successfully compete on international markets. Veronika Nikishina, CEO of Russian Export Center (REC, VEB.RF Group), stated this on June 20 at the Cultural DNA of Russian Brands session, at SPIEF-2025.
According to her, in recent years, REC has observed a steady interest from foreign partners in products from domestic creative industries, including cinema, design, and crafts. Russian fashion holds significant export potential. REC partners from China and the UAE have requested fashion shows by Russian designers as part of the Made in Russia festivals and fairs.
"It's impossible to get to know Russia and not fall in love with it. Through interest in the country, we create demand for our goods abroad, expand supplies, and attract new partners. The Made in Russia national brand gives our products additional value in the eyes of foreign consumers. Through pavilions, festivals-fairs, and marketplaces, under the Made in Russia brand, we promote not just goods, but a holistic image of Russia," Veronika Nikishina, REC CEO.
One striking example of integrating culture and business was the Made in Russia festival and fair in Harbin in 2024, when the Russian National Youth Symphony Orchestra was joined by world-class Chinese pianist Liu Shikun, laureate of the very first P.I. Tchaikovsky Competition in 1958, and artificial intelligence presented reinterpreted paintings from the Tretyakov Gallery – all of this accompanied the promotion of Russian goods.
In addition, Veronika Nikishina emphasized the importance of creating federal programs for promoting creative industries on foreign markets. REC, in turn, is part of the working group for forming roadmaps for development of creative industries within the framework of the Economic Development Strategy until 2036, and actively participates in developing regulations and strategic decisions for promoting creative industries.
According to her, in recent years, REC has observed a steady interest from foreign partners in products from domestic creative industries, including cinema, design, and crafts. Russian fashion holds significant export potential. REC partners from China and the UAE have requested fashion shows by Russian designers as part of the Made in Russia festivals and fairs.
"It's impossible to get to know Russia and not fall in love with it. Through interest in the country, we create demand for our goods abroad, expand supplies, and attract new partners. The Made in Russia national brand gives our products additional value in the eyes of foreign consumers. Through pavilions, festivals-fairs, and marketplaces, under the Made in Russia brand, we promote not just goods, but a holistic image of Russia," Veronika Nikishina, REC CEO.
One striking example of integrating culture and business was the Made in Russia festival and fair in Harbin in 2024, when the Russian National Youth Symphony Orchestra was joined by world-class Chinese pianist Liu Shikun, laureate of the very first P.I. Tchaikovsky Competition in 1958, and artificial intelligence presented reinterpreted paintings from the Tretyakov Gallery – all of this accompanied the promotion of Russian goods.
In addition, Veronika Nikishina emphasized the importance of creating federal programs for promoting creative industries on foreign markets. REC, in turn, is part of the working group for forming roadmaps for development of creative industries within the framework of the Economic Development Strategy until 2036, and actively participates in developing regulations and strategic decisions for promoting creative industries.