“Soul of Russia” at SPIEF 2026

On the second day of SPIEF 2026, the exhibition of the “Soul of Russia” Pavilion was presented to the delegation of the Kingdom of Saudi Arabia, this year’s Guest Country of the Forum. The delegation included His Royal Highness Prince Abdulaziz bin Salman Al Saud, Minister of Energy of the Kingdom of Saudi Arabia.

The “Soul of Russia” exhibition was also visited by Alexander Novak, Deputy Prime Minister of the Russian Federation; Roman Karmanov, Director General of the Presidential Foundation for Cultural Initiatives; and Vera Podguzova, Senior Vice President and Director of External Relations at PSB Bank.

The “Soul of Russia” project is implemented by the Innosocium Foundation, the social initiatives platform of the Roscongress Foundation, in partnership with PSB Bank and with the support of the Presidential Foundation for Cultural Initiatives. Gazprom-Media Holding serves as the General Media Partner of SPIEF 2026.

“Today, the creative economy has become an integral part of a country's soft power. Russian brands, design, music, cinema, and digital content help shape international interest in Russia and attract global audiences. The more visible our culture is abroad, the greater the country's investment appeal and the broader the opportunities for exporting Russian creative products. The ‘Soul of Russia’ project clearly demonstrates this potential through regional talent and a contemporary interpretation of cultural traditions,” said Alexander Novak, Deputy Prime Minister of the Russian Federation.

“Culture and the creative industries are a full-fledged part of the economy and one of the factors shaping a country's image on the international stage. The ‘Soul of Russia’ project demonstrates how traditions and folk arts and crafts can evolve into contemporary brands and creative products that are in demand both domestically and internationally. It is especially valuable that the pavilion has attracted the interest of SPIEF’s international guests, as cultural dialogue provides a strong foundation for business and humanitarian cooperation,” said Anton Kobyakov, Adviser to the President of the Russian Federation and Executive Secretary of the SPIEF Organizing Committee.

“Traditional crafts and local identity serve as the foundation for new brands, design initiatives, and artistic projects that contribute to the development of Russia’s regions. In the Year of the Unity of the Peoples of Russia, spaces like this help strengthen connections between territories through contemporary creative formats,” said Elena Marinina, Deputy Director of the Roscongress Foundation and Chair of the Innosocium Foundation Council.

The pavilion concept brings together social initiatives and national development goals. The exhibition demonstrates how traditions, folk arts and crafts, and local identity become the foundation for new brands, artistic practices, and creative projects.

The pavilion features more than 50 works by contemporary artists and Russian brands, ranging from interior design objects, textiles, and tableware to art installations, inclusive theatre projects, and regional creative clusters. Participants include the Imperial Porcelain Factory, the Fedoskino Factory of Miniature Painting, the Ural-based Antifragility project, Krestetskaya Strochka, and other leading representatives of Russia’s creative industries.

The “Soul of Russia” Pavilion also hosts its own lecture and discussion programme, covering topics such as cultural identity, philanthropy and corporate social responsibility, nonprofit sector development, inclusion, the music industry, haute couture, and the export potential of Russian creative brands. Several events are dedicated to the fifth anniversary of the Presidential Foundation for Cultural Initiatives.

On June 5, the pavilion will also host the awards ceremony for the winners of the eighth season of the nationwide Innosocium Social Projects Competition.