IFY-2026 highlights: young people from around the world discover folk culture and traditions at the National Centre RUSSIA stand

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The International Festival of Youth — 2026 in Yekaterinburg became a space where thousands of young people from different countries could discover Russia for themselves. Participants are taking home impressions from the extensive programme, experiences of communication and friendship, as well as a piece of Russian culture — souvenirs, gifts and products by Russian artisans from the Department Store RUSSIA.

Summing up the festival, Sergei Kiriyenko, Chairman of the IFY Organising Committee and First Deputy Chief of Staff of the Presidential Executive Office of Russia, noted that the event helped dispel myths about Russia. The festival brought together 10,000 active young people from 191 countries, and the guests' personal experiences proved stronger than stereotypes.

The RUSSIA stand, located in the central part of the «Cultural Code» thematic space, attracted great interest among IFY-2026 guests. The National Centre RUSSIA’s flagship Department Store RUSSIA project presented folk arts and crafts and unique products from Russian manufacturers across different regions. Through works of art, traditional crafts, contemporary design and regional brands, guests discovered the culture, history and traditions of our country.

The stand featured tea, sweets, cosmetics, textiles, ceramics, jewellery, accessories and folk arts and crafts. Clothing featuring quotes by the President of Russia, Vladimir Putin, and a limited-edition series of nevalyashkas (roly-poly toys) dressed as Cheburashka, the official symbol of the festival, were particularly popular.

Participant Prashant Shashikant Jadhav from India said he was taking home a T-shirt featuring a quote by the President: «This T-shirt is really cool. I will take it back to India, give it to my friends and tell them that I bought it at the Department Store of the National Centre RUSSIA.»

Guest Lydia Mutoni Gichobi from Kenya also praised the quality and originality of the clothing on display. She said she would definitely take home a hoodie featuring a quote by the President of Russia.

Dialogue in the language of friendship, joint creativity and mutual interest in different cultures became the most convincing response to stereotypes about Russia, according to American blogger and IT consultant Joseph Schutzman, a father of eight. At the National Centre RUSSIA stand, he described discovering Russian products and traditional crafts as one of the most sincere forms of cultural dialogue and admitted that his trip to Yekaterinburg had completely changed his perception of the country.

«I did not believe what people were saying about Russia. I had many stereotypes in my head. But then I came here and started talking to Russians — and it is simply incredible. Wonderful, very warm people,» he said.

At the Department Store RUSSIA, festival guests actively took part in demonstration workshops on folk arts and crafts from 10 regions of our country. Young people discovered Russian culture through the techniques used to create Orenburg down shawls, Dymkovo toys, Ordynskoye painting, pine-root products, amber jewellery, Pomor kozuli, Chechen istang and other traditional crafts. These demonstrations showed how much work, knowledge and talent lies behind every item.

A symbol of friendship and global unity at the festival was the National Centre RUSSIA «Nevalyashki» installation, designed as a wave of two hundred colourful toys. The nevalyashka was chosen for a reason — it is one of the most recognisable symbols of Russia, representing resilience, the ability to maintain balance in any circumstances and always return to one’s roots. IFY-2026 participants left kind messages about peace, love, friendship and mutual understanding on the figures. Sergei Kiriyenko, Maxim Oreshkin, Dmitry Chernyshenko, Artyom Zhoga, regional leaders and representatives of delegations from different countries also left their wishes on the installation.

Participant Diego Rodriguez Schatz from Spain said that Russia was now his favourite country. Luca Amir Silva Agüero from Argentina chose the message «Peace and love». Nicole Shikan from Canada described the nevalyashka as a symbol of resilience: it can be rocked from side to side, but always returns to its original position. To preserve the festival’s legacy, the installation is planned to be moved to Moscow and integrated into the National Centre RUSSIA space.

One of the National Centre RUSSIA’s most vibrant activities at IFY-2026 was the Unity Flash Mob. To «The Beautiful Faraway», a song familiar to many since childhood, festival participants joined together in a dance and then formed a large Khorovod of Unity («Unity Round Dance»). This tradition was launched by the National Centre RUSSIA in 2026 as part of the large-scale programme for the Year of Unity of the Peoples of Russia, declared by the President of the country, Vladimir Putin.

«It was so much fun. It is great to see people from so many different countries together. When we dance, we feel our unity. It is about peace and the future we can build together,» shared Huda Arif from Pakistan.

An important part of the National Centre RUSSIA’s mission at IFY-2026 was introducing international guests to traditional Russian values through the stories of married couples from the III All-Russian Wedding Festival «Russia. Uniting Hearts», held on 8–9 July at the National Centre RUSSIA.

Sergei and Maria Klochkov from Volgograd noted that they were happy to once again be part of a major international event after taking part in the wedding festival: «The wedding festival is important. It brings together people and families from different parts of the country. People share traditions and communicate with one another. That matters.»

At IFY-2026, the National Centre RUSSIA stand became a place where the country revealed itself through art, traditions, contemporary design, hospitality and genuine dialogue.