"Made in Russia": how Russia is building a brand that is recognized all over the world
The opportunities for systemic promotion of the "Made in Russia" national brand at home and abroad were discussed by representatives of the media, business, government, and creative industries at the session "From Trust at Home to Success Abroad. Made in Russia and the Power of Promotion", which took place on 21 October as part of the "Made in Russia" International Export Forum at the National Centre RUSSIA. The forum was organised by the Russian Export Centre (REC, VEB Group).
Maria Zakharova, an official representative of the Russian Ministry of Foreign Affairs, noted that the "Made in Russia" national brand performs an important foreign policy function, strengthening the country's positioning abroad.
"Made in Russia" carries with it the history of a country that knows how to combine the power of technology with the depth of culture. Through this brand, we convey our values, respect for traditions, and the desire for creativity to the world. A strong, recognizable brand is a strategic resource of the state, which strengthens Russia's position on the world stage and makes its voice even more significant," Maria Zakharova emphasized.
Veronika Nikishina, Director General of the REC, stressed that building a strong brand in the country is a systematic effort that brings not only economic dividends in the form of stimulating export sales or regional income growth, but also important social effects. In this regard, it is extremely important to involve a wide range of players in the promotion of the national brand: representatives of the media market, cultural figures, entrepreneurs, etc.
"An entire infrastructure network is employed to create reliable delivery and sales channels, raise awareness of Russia and its culture, and increase trust and interest in our products: from national expositions, Russian pavilions, and sales offices to Russian retail shelves and marketplaces abroad. But today it is extremely important to strengthen the position of the national brand within Russia, where it is literally born. This is a strategic social mission. The feeling of pride in domestic products should be natural, it should be an integral part of an even deeper fundamental sense of patriotism," Veronika Nikishina said.
Since 2022, thanks to the events under the programme to promote Russian products abroad under the "Made in Russia" national brand, it became possible to provide support to more than 3,750 companies and as a result, to conclude export contracts worth more than 420 billion rubles.
Today, the need for high-quality promotion, good advertising, and positioning are at the forefront, and communication with consumers is reaching a new level, said Vadim Galygin, moderator of the session, partner of the AIDA PIONEER Agency. The "Made in Russia" national brand promotion programme, which was adopted by the Government in 2025 on behalf of the President, is designed to help businesses solve these challenges both in Russia and abroad.
The role of traditional media in shaping the information agenda in the country was underscored at the session. The media is not just a news broadcaster, but a strategic tool for creating a positive image of Russia and promoting the "Made in Russia" brand. According to Svetlana Lanyugova, Commercial Director of TASS, national media is a resource that should be used in the interests of Russian business.
It is important for companies not just to advertise, but to become part of the semantic space — through special projects, partner publications, reportages about technologies, people, and ideas.
Konstantin Mayor, Director General of the MAER company, emphasized the society's demand for a positive agenda about Russia and how it lives. The "Made in Russia" brand should unite by means of vivid emotions, become a source of pride, which, above all, produces a positive first impression of the country among foreigners. Digital street advertising can play a significant role here, acting as a media resource to support the national brand.
Some of the recognizable symbols of Russia are images from Russian cartoons. For example, Smeshariki and Fixiki are known in more than 90 countries around the world, and this is a live demonstration of Made in Russia’s soft power.
"The animation language is universal and understandable to viewers all over the world. Russian projects have more than once appeared on the top in terms of numbers of views on TV channels and streaming services of international companies. Our Fixiki project has been shown in many countries over the past few years. We recently announced the expansion of our partnership in Latin America, India and Southeast Asia. Russian characters are loved for their sincerity, for kind and understandable plots. We create characters that can evoke an emotional connection with the viewer, regardless of cultural and national characteristics. That is why the potential of Russian animation is huge. Through cartoons, if the strategy is right, it is possible to expand cultural influence and create a positive image of our country abroad," said Ilya Popov, founder and Chairman of the Board of Directors of "Riki" Group of Companies.
"Made in Russia" is a tool for combining the efforts of private business and the state, and at the same time an opportunity to show the world Russian quality, technology and creativity, said Dmitry Apollenis, creative director of the AIDA PIONEER Agency. Abroad, it is important not just to sell a product, but to tell the story of its origin.
This idea was supported by Pangeran Siahaan, Director of the Indonesian trading company "Terang Javas Indo Trade": "Indonesia knows and loves Russian culture, and products under the "Made in Russia" brand are viewed there as high-quality and authentic. We are sure that Indonesian consumers want to learn more about modern Russia through technology, design, taste, and creativity."
The "Made in Russia" International Export Forum is the main event of the year for domestic exporters. The Forum is organized by the Russian Export Centre (REC, VEB Group). The partners of the business programme are the Moscow Government and the Moscow Export Centre. The general information partner is TASS. The exclusive information partner is RIA Novosti. Information partners: Channel One, Russia24, MAER media holding, Vedomosti, Expert.Media", "Gazprom-Media Holding", "Insight People". The Roscongress Foundation is the operator of the Forum's business programme.
The Russian Export Centre (REC, VEB Group) is a government institution that supports non-primary non-energy exports. It provides companies from various industries with both financial and non-financial assistance at all stages of entering international markets, by itself and within the framework of the national project "International Cooperation and Export". Most of the services offered by the REC Group are available online on the "My Export" state digital platform. The REC is also majorly responsible for the ensuring and implementing the "Made in Russia" programme.
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