The National Centre RUSSIA stand opens at the International Festival of Youth — 2026
On 13 September, the flagship project of the National Centre RUSSIA — the Department Store — opened at the International Festival of Youth — 2026 in Yekaterinburg, bringing together products and traditional crafts created by artisans from different regions of the country. Guests are already discovering Russian brands, trying their hand at making items themselves and becoming part of the large-scale "Nevalyashki" installation.
The National Centre RUSSIA exposition is located in the central part of the "Cultural Code" thematic space. Its design combines traditional motifs of Russian culture with contemporary design. Lace columns, cross-stitch embroidery, a chandelier made of threads and a checkout area decorated with tiles create an atmosphere of recognisable Russian aesthetics.
"The National Centre RUSSIA is taking part in the International Festival of Youth for the first time. We will be talking to young people from all over the world and introducing them to our Russia," said the Director General of the National Centre RUSSIA, Natalia Virtuozova.
The Department Store RUSSIA brings together products from Russian manufacturers across different regions — from sweets, tea and cosmetics to ceramics, jewellery, textiles and folk arts and crafts. The exposition features, among other items, a wood-chip bird — a traditional symbol of the Arkhangelsk Region — Vyatka matryoshka dolls and Dymkovo toys. Unusual products include pastila shaped like a vinyl record, products made from Altai berries and honey, cosmetics based on natural ingredients, amber jewellery, contemporary accessories featuring traditional motifs and much more. The collection also includes clothing and accessories featuring quotes by the President of the Russian Federation, Vladimir Putin.
For the International Festival of Youth, the National Centre RUSSIA brought a special nevalyashka (roly-poly toy) created in the image of Cheburashka, one of the symbols of the festival. This continues the National Centre's tradition of creating themed versions of the familiar toy. Earlier editions were specially produced for the Centre's international appearances at expositions in Uzbekistan, China and India.
Creative workshops form a separate part of the programme. Festival guests can discover the techniques used by Russian artisans and try traditional crafts themselves. Creative sessions at the venue give visitors a hands-on opportunity to work with traditional techniques.
"We are very proud that the National Centre RUSSIA stand at the International Festival of Youth is hosting workshops, including those dedicated to the traditional folk arts and crafts of the Urals. The Middle Urals has a rich history, and we have much to tell and show our guests. How the mining and metallurgical civilisation emerged, how the industrial region developed and how the resilient Ural character was shaped — all this knowledge is carefully preserved in our museums, and with the help of the National Centre RUSSIA we are now presenting it to the whole world to build a shared understanding of the fundamental, sovereign interests of the peoples of our country," said Denis Pasler, Governor of the Sverdlovsk Region.
Young people from around the world can discover how the famous Orenburg down shawl is made, learn the techniques used to paint Dymkovo toys and create Ordynskoye painting, see how masterpieces are made from pine root and explore amber working. The programme also includes introductions to bone carving, gold embroidery, gingerbread painting, the making of Chechen istang and Pomor kozuli. A separate workshop is dedicated to the artistic painting of nevalyashkas — guests can not only examine finished pieces, but also try creating their own version of the toy.
The National Centre RUSSIA has also prepared the "Nevalyashki" art installation for guests — a composition of 250 colourful figures arranged in a single wave. Each participant can choose a toy, add a sticker featuring their country's flag and write a personal wish before returning it to the shared composition. At the end of the festival, the nevalyashkas will become souvenirs for guests.
"I sincerely admire Russia. It is a country with a great culture and rich history. It is very beautiful and fascinating. Russian culture is important to the whole world, both today and in the future, and I believe that is the most important thing," said Argentinian student Luca Amir Silva Aguero.
The National Centre RUSSIA programme at IFY-2026 also extends beyond the cultural exposition. On 15 September, the Open Dialogue will feature the session "The World of the Future: What Will We Create?". Maxim Oreshkin, Deputy Chief of Staff of the Presidential Executive Office of Russia, will present global megatrends that are already shaping the world's development for the coming decades and will discuss self-determination and opportunities for young people to realise their potential. This will be followed by "OD CAMPFIRE: Youth Meeting" — an open conversation about the future. Young essayists proposed including this format in the IFY-2026 programme to Maxim Oreshkin back in April 2026 at a meeting held as part of the II Open Dialogue OD CAMPFIRE.
The main cultural event and culmination of the entire festival programme at the stand in Yekaterinburg will be the "Unity Khorovod" — a dance trend launched by the National Centre RUSSIA. Festival participants from different countries will be able to come together through music, movement and tradition. The stand will also host "The Beautiful Faraway" flash mob, bringing together representatives of different generations and cultures. All festival participants and guests are invited to join the event, which will take place on 16 September at 12:00 near the "Cultural Code" zone.
During the festival, the National Centre RUSSIA venue will also host meetings with participants of the III All-Russian Wedding Festival "Russia. Uniting Hearts" and graduates of the first season of the Young Journalists School. Young participants will be able to try their hand at creating content and covering IFY-2026 events.
The International Festival of Youth — 2026 is being held in Yekaterinburg from 11 to 17 September. The National Centre RUSSIA stand operates in the "Cultural Code" thematic space, bringing together products from Russian manufacturers, traditional crafts, interactive projects and venues for conversations about the future.
A special series of nevalyashkas (roly-poly toys) in the form of Cheburashka was created specially for the International Festival of Youth — 2026 in Yekaterinburg.
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