On May 26, AKI. lab hosted a conference on "PR for Creative Industries Export: Russia and Central Asia."

Moderators:

Andrey Andreev, Executive Board Member — Chairman of the Russian Public Relations Association (RASO) Committee on International Cooperation.

Yuri Nesterenko, Executive Board Member — Deputy Chairman of the RASO Committee on International Cooperation, CEO of the "NEprosto PR" agency.

Cultural Code as an Economic Resource. Prospects for Russian Culture as a Driver of the Export Economy and the Development of Creative Industries in Eurasia.
What elements constitute the Russian cultural code? What does it include, and how are Russian culture and language enriched? We will examine the role of the Russian language as capital, the significance of historical context in international dialogue, and specific mechanisms for integrating cultural projects in Central Asia. We will also discuss how to transform the diversity of Russian culture from an abstract legacy into a recognizable brand and a competitive advantage for Russia’s creative industries.

The discussion will focus on: The Russian World today — from idea to pragmatics. What does the Russian cultural code represent in the perception of foreign audiences? How do we identify ourselves, and how are we perceived in Central Asia?
The Russian language as an export infrastructure and as a means of packaging creative products (film, animation, video games, IT, education). How does the work of open education centers abroad generate interest in Russian creative industries?
The mutual integration of cultural codes — how do we benefit, and how do Central Asian countries benefit.
The strengths of the Russian cultural code as perceived by foreign audiences. How do we win in the fierce competition with Western content? The collective image of the consumer and ambassador of Russian culture — who chooses Russian content, education, and tourism to Russia and why.