From traditions to the future: how the creative industries are shaping Russia’s new image

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As part of the Russian Creative Week, taking place from 25 to 27 September at the National Centre RUSSIA, a plenary session "The State as a Visionary: A New Philosophy of Russia’s Intellectual and Creative Leadership" was held. Key experts in public policy, culture and the creative industries discussed the contribution of the creative sector to strengthening the country’s internal unity and its growing importance on the global stage.

Sergei Novikov, Chief of the Presidential Directorate for Social Projects, stressed the importance of preserving values and internal unity in the face of geopolitical challenges. According to him, it is the creative industries that are able to convey traditional moral and spiritual codes to society. 

"It is crucial for us to unite around values and bring society together. The creative industries are uniquely positioned to promote these meanings and codes — the visualisation of traditional moral and spiritual values — gently into society, fostering unity. For us, unity is existential," said Sergei Novikov, Chief of the Presidential Directorate for Social Projects.

He reminded participants that in recent years many development institutions have been established, including in the creative sector. For example, the Presidential Fund for Cultural Initiatives has supported more than 10,000 projects worth 40 billion roubles. Over five years, the Internet Development Institute has backed more than 2,000 applications for the production of video content in blogging, gaming and documentary film, with funding of almost 80 billion roubles.

According to Sergei Novikov, the key sources of traditional values include designers, architects, filmmakers, animators and even culinary creators. In this regard, the goal has been set to increase the contribution of the creative industries to the country’s GDP to 6%: "From the perspective of GDP figures, it may not seem a very large share. But I can say with confidence that the creative industries will be the ‘loudest’."  

Natalia Virtuozova, Director General of the National Centre RUSSIA, in her speech at the plenary session "The State as a Visionary: A New Philosophy of Russia’s Intellectual and Creative Leadership," reminded participants that the space where Russian Creative Week is being held was created by order of the President of Russia, Vladimir Putin, as a place for creativity and new ideas.

"As our President says, the world of the future is one of people who value love and friendship. These feelings drive humanity forward. The National Centre RUSSIA is all about love, pride and dreams. Here, both in the capital and in the regions where we are opening branches, we bring together bold, creative and courageous people who love, are inspired and create the future," said Natalia Virtuozova.

Svetlana Chupsheva, Director General of the Agency for Strategic Initiatives, emphasised that the Russian creative cluster is attracting attention abroad despite sanctions. 

"We see a growing interest in all things Russian — in our culture, in our traditions. I believe the next five years represent a window of opportunity that we must use to bring our values to global markets. And in this, of course, representatives of the creative industries have enormous potential," said Svetlana Chupsheva.

She also noted that conditions have been created in Russia for the development of industrial design. In particular, amendments to the law on industrial policy have boosted demand for specialists in this field by 85% over the past two years.

The creative industries are becoming not only a driver of economic growth, but also a vital instrument for strengthening cultural sovereignty and national identity. Their development opens up new opportunities for Russia at the global level and enables society to unite around shared values and meanings.

Russian Creative Week is the largest forum-festival in the creative economy, held annually to bring together representatives of culture, media, technology and business. This year it is running from 25 to 27 September. Launched in 2020, the project has become a leading platform for discussing trends, exchanging experience and promoting Russian ideas and projects on the global stage.