On July 18, a discussion titled "Bloggers' Lounge: A Foreign Perspective on the Russian Media Landscape" took place at the site of VK Fest, the largest entertainment festival in Russia. The event was held at the Rosmolodezh’s Dacha of Creators pavilion ahead of the International Festival of Youth, which will take place from September 11 to 17, 2026, in Ekaterinburg as part of the Youth and Children national project.
The open dialogue featured representatives of the International Content Center – a professional international community of young media professionals and bloggers that provides opportunities for experience exchange, collaborative media projects, and training from leading experts in the Russian media industry. The International Content Center was first launched at the World Youth Festival Assembly in September 2025 in Nizhny Novgorod.
Bloggers from Egypt, Ghana, and Russia shared their experiences in professional development, building their own projects, and the opportunities that the Russian media landscape offers to young content creators. They discussed how the Russian media environment differs from foreign ones, which formats are currently most popular with audiences, how to grow a personal brand in a rapidly changing digital landscape, and why it is increasingly important for modern creators to become part of a professional international community.
"The International Content Center, established by the World Youth Festival Directorate, is a truly great initiative. This platform allows bloggers to connect with each other, exchange content and ideas, and showcase Russia, VK Fest, and the International Festival of Youth, which will bring together 10,000 participants from around the world in Ekaterinburg this September. Festival participants have a unique chance to see the real Russia and meet young people from many different countries – China, the Republic of Korea, Japan, and many others. Over the past two years, I have taken part in youth festivals in Sirius and Nizhny Novgorod, and it was there that I found friends with whom we now work together on international projects," noted Roman Dubinin, Vice-President of the Russian Australian Friendship organization of compatriots.
During the discussion, the participants also said that the IFY will feature a Media Hub – a space for international media networking where bloggers, journalists, participants, volunteers, and experts can create collaborative content, exchange experiences, launch joint projects, and find new partners for international initiatives.
VK Fest traditionally brings together a music program, educational lectures, creative workshops, meet-and-greets with popular bloggers, and themed zones dedicated to sports, technology, video games, family, and modern creative industries. In 2026, the festival's lineup included Zivert, Dora, Markul, Tatyana Kurtukova, NANSI & SIDOROV, Aarne & Big Baby Tape & Toxi$, GONE.Fludd, the t.A.T.u. band, as well as hundreds of other performers and influencers.
The IFY will be held from September 11 to 17, 2026, in Ekaterinburg, bringing together 10,000 participants from 190 countries, including 5,000 from Russia and 5,000 from abroad. As tradition dictates, the Festival will also include 1,000 teenagers aged 14 to 17. The participants of IFY – 2026 will be top representatives from various fields: creative industries and the arts, public administration, science and education, sports, entrepreneurship, media, digitalization and IT, and civic engagement.
The Festival will be held under the motto "Follow Your Dream" and will serve not only as a space for open international dialogue and uniting people from all over the world, but also as a showcase for Russia's best projects and practices. It will show young international leaders the real Russia – a country of boundless opportunities, where everyone can find their calling and turn their dream into reality.
Overview:
The World Youth Festival took place in Sirius on March 1-7, 2024, according to the Decree of Russian President Vladimir Putin on the development of international youth cooperation. The WYF-2024 brought together 20,000 young leaders from 190 countries.
In line with the Russian President’s instructions to preserve and further develop the legacy of the World Youth Festival, festival events are now held annually across the Russian Federation. In 2025, the World Youth Festival Assembly was held in Nizhny Novgorod, bringing together 2,000 young people from 120 countries. In 2026, the International Festival of Youth will welcome 10,000 participants. The next World Youth Festival for 20,000 participants will take place in 2030.
The World Youth Festival Directorate continues its work to strengthen international youth cooperation and develop a global community of young people committed to shaping a better future.