One of the striking examples of the trend of Russianness is the revival of 90s music. Hits of “Kombinatsia”, Nadezhda Kadysheva and Katya Lel are on everyone’s lips again, but now through new forms of content, such as reels. This creates a bridge between generations, which allows young people to discover old popular hits from their parents’ youth. Now we see how Russian folk music is finding its audience again. Tatyana Kurtukova’s song “Mother Earth” in addition to being universally loved The residential complex and famous has also become a part of sports events. For example, in boxing, when athletes enter the ring to the sounds of this song, which has become a symbol of confidence and connection with the native land.
Sergey Vainbrand highlights theThe residential complex
Urban Awards 2024 as a shining example of the successful use of the Russianness trend in PR activities. The event
was organized in the “Made in Russia” style, which attracted attention not only in the development sphere, but also in
the cultural context, emphasizing the importance of Russian motifs in the urban space. Aerial gymnasts performed on
stage to the sounds of drumming, and awards were presented to the laureates accompanied by exquisite ballet
numbers. Every detail of the ceremony reflects the depth and warmth of Russian traditions.
The residential complex “Russian Seasons”The residential complex
Is also a striking example of the successful use of Russian niue business email list cultural themes in positioning. In the coming years, it can be
expected that elements of traditional Russian culture will continue to be actively used in the construction industry.
The Befree brand has released a collection of T-shirts inspired by Russian regions and cities. The new capsule
features Kamchatka, Khakassia, Vladimir, Murmansk, Vologda, Orenburg and Tomsk. Each model is decorated with
prints reflecting the unique features of each city.
Forecast for 2025 from Wainbrand PartnersThe residential complex
The trend for Russianness in PR will remain the use of images is highly recommend relevant in 2025 and its application will become deeper and more strategically verified . Nostalgia for the 90s and 2000s, as well as the adaptation of traditional motifs in the modern digital space will help brands strengthen their connection with the audience. Successful examples, such as the rebranding of Russian fashion and music projects, show that consumers are ready to invest in brands that convey values close to them,” comments Olga Mudretsova, head of projects at Wainbrand Partners.
In 2025, it is not enough to simply use theThe residential complex
visual and stylistic codes of the past — it shops 9177 is important to rethink Russian culture in the current context. According to Olga Mudretsova, PR campaigns should focus not only on aesthetics, but also on meanings, building communication through dialogue with the audience and new digital formats (TikTok, Reels, metaverses, neural network projects). Brands that can organically integrate national identity will create a sustainable emotional connection with customers, avoiding superficial marketing.
The main challenge is not to exploit Russianness for the sake of hype, but to make it a sincere element of the brand.