Distinguished guests, traditional crafts and "Chebulyashka": highlights from the second day of the National Centre RUSSIA stand at IFY-2026
The National Centre RUSSIA stand — featuring the flagship Department Store project — opened at the International Festival of Youth — 2026 in Yekaterinburg, and immediately became one of the most visited spaces. On the second day of the festival, 14 September, distinguished guests explored the stand, while young participants from different countries eagerly purchased products from the Department Store, took part in traditional handicraft masterclasses and joined activities specially prepared by the National Centre RUSSIA for one of the world's major youth events.
Among the first visitors to the stand was Sergei Kiriyenko, First Deputy Chief of Staff of the Presidential Executive Office of the Russian Federation. He viewed expositions featuring traditional arts and crafts, a zone showcasing a special clothing collection featuring quotes from President of Russia Vladimir Putin, as well as a model of the future National Centre RUSSIA building in Moscow. He also met with graduates of the first cohort of the National Centre RUSSIA Young Journalists School. The young journalists presented him with a special version of a nevalyashka (roly-poly toy) depicting Cheburashka, a famous animated character. Sergei Kiriyenko also viewed the "Nevalyashki" ("Roly-Poly Toys") art installation — a composition of 250 colourful figures arranged in a single wave — and wrote a message of encouragement on one of the toys: "I wish you peace, happiness and kindness."
Dmitry Chernyshenko, Deputy Prime Minister of the Russian Federation, also visited the stand. The National Centre RUSSIA shared with him that the Department Store is popular with international visitors and that the project had recently been presented at "INNOPROM. India" in New Delhi, where T-shirts and sweatshirts featuring quotes from President of Russia Vladimir Putin were among the most sought-after products. The Deputy Prime Minister was also presented with the Cheburashka-looking nevalyashka.
The stand was also visited by Artyom Zhoga, Presidential Plenipotentiary Envoy to the Urals Federal District, and Alexei Teksler, Governor of the Chelyabinsk Region. They praised the stand, with Alexei Teksler stressing the importance of the International Festival of Youth for people around the world. Both high-profile visitors expressed confidence that the idea of pride in one's country and home region, which the National Centre RUSSIA is sharing with the world, will continue to grow and develop.
On the same day, Anastasia Zvyagina, Deputy Director General of the National Centre RUSSIA, met at the stand with couples who married at the III All-Russian Wedding Festival "Russia. Uniting Hearts" and are now representing the country at the year's main youth event. She also welcomed a delegation from the National Centre RUSSIA Young Journalists School — the project's top graduates, who are covering the festival's events alongside professional media outlets.
On the second day, the most sought-after products at the National Centre RUSSIA stand were items featuring quotes from President of Russia Vladimir Putin and "Chebulyashka", a limited-edition nevalyashka toy. Throughout the day, visitors also showed strong interest in jam and toffee made from wild Siberian plants by the Taezhnaya Kladovaya brand, carpets from Tyumen, decorative candles, aromatic tea blends, scarves by designer Nina Ruchkina, and other gifts and accessories that visitors will take home as a reminder of hospitable and diverse Russia.
Masterclasses in traditional arts and crafts from different regions of the country have been an important part of the National Centre RUSSIA presence at the festival. Visitors had a chance to see how distinctive handmade items are created, try their hand at unique crafts and learn about traditional techniques that have been passed down through generations. Creative workshops led by regional artisans have become a major attraction throughout the whole "Cultural Code" thematic space, where the Department Store stand is located.
The National Centre RUSSIA stand — featuring the flagship Department Store project — is operating at the International Festival of Youth — 2026 in Yekaterinburg from 13 to 16 September in the "Cultural Code" thematic space. It features products and crafts from different regions of Russia, ranging from sweets, tea and cosmetics to ceramics, jewellery, textiles and traditional arts and crafts. In addition to the retail area, the stand features the "Nevalyashki" ("Roly-Poly Toys") art installation and hosts masterclasses in the traditional crafts of the peoples of Russia. Visitors can also view a model of the future National Centre RUSSIA building, which is scheduled to open in Moscow in 2029.
At the stand, the First Deputy Chief of Staff of the Presidential Executive Office also met with graduates of the first cohort of the National Centre RUSSIA Young Journalists School.
International visitors to the National Centre RUSSIA stand at the International Festival of Youth — 2026 (IFY-2026) discovered the Kaliningrad Region.
Dmitry Chernyshenko, Deputy Prime Minister of the Russian Federation, visited the National Centre RUSSIA stand at the International Festival of Youth — 2026 (IFY-2026) in Yekaterinburg.
