Natalia Virtuozova, General Director of the National Center RUSSIA, has presented an exhibition at the International Festival of Youth (IFY – 2026) in Ekaterinburg that brings together the center’s new visual identity, key projects, and symbolic artifacts reflecting global interest in Russian culture and Russian goods.

At the center of attention is the flagship project “Univermag” (“Department Store”), which introduces international audiences to the best products from Russian manufacturers and to the traditions of Russian folk crafts. According to Natalia Virtuozova, the project has already made a name for itself abroad: exhibitions from the National Center RUSSIA have recently visited India, Uzbekistan and China.

“The first time we traveled, we were nervous, of course – would this actually interest a foreign customer? But we’re seeing incredible interest in our country today, all over the world, and that’s why we decided to bring our flagship project to IFY – to present our country through its best products,” the General Director emphasized.

A clothing line featuring quotes from the President of Russia has proven especially popular with Festival guests: despite using the Cyrillic alphabet, visitors from many different countries are actively buying the items. Another hit of the exhibition was the Nevalyashka (roly-poly doll), specially reimagined for the Festival as “Chebulyashka.”

“We didn’t expect everyone to love it so much – we brought a small batch, and it sold out completely,” said Natalia Virtuozova.

The standout feature of the stand was an installation of an unbreakable Nevalyashka, which guests from different countries approached to leave kind wishes. So far, representatives of 103 countries have taken part in the initiative. The center’s team has decided to preserve the installation as part of the Festival’s legacy and place it in the National Center RUSSIA: “We’re going to gather these heartfelt wishes from around the world, and it will go on living there,” said Natalia Virtuozova.

An important part of the presentation was the unveiling of the future building of the National Center RUSSIA, which will open its doors to visitors on November 4, 2029. All Festival guests were invited to become part of that moment.

Work with young people and children holds a special place in the center’s concept. Among its key educational initiatives are the School of the Young Tour Guide and the School of the Young Journalist. Students in these programs don’t just learn the trade – they also take an active part in the life of the Festival, conducting interviews and leading tours in multiple languages.

“We live like one big family: young people come, and they don’t just study – they start working, and they do so much for the National Center ‘Russia’ and for the whole country. We have the most talented young people, wonderful people, who love and take pride in their homeland and are ready to do whatever it takes to make Russia’s present and future something beautiful,” Natalia Virtuozova concluded.

Overview:

The International Festival of Youth, held as part of the Youth and Children national project, is taking place in Ekaterinburg from September 11 to 17, 2026. The decree establishing the event was signed by Russian President Vladimir Putin on December 29, 2025. The Festival is being held under the motto “Follow Your Dream”.

Participants of the IFY – 2026 include 10,000 young leaders from 191 countries, including 5,000 Russians and 5,000 international citizens. Among them are leading representatives of creative industries and the arts, public administration, science and education, sport, entrepreneurship, media, digitalization and IT, and civic engagement – people who are already shaping the future of their countries and the world. Continuing the successful practice established at the World Youth Festival 2024, those invited include 1,000 teenagers aged 14 to 17 – 500 from Russia and 500 from abroad. The Children’s Program is organized by the Movement of the First.

The World Youth Festival took place from March 1 to 7, 2024, in Sirius, in accordance with a decree of Russian President Vladimir Putin, aimed at developing international youth cooperation. The WYF-2024 brought together 20,000 young leaders from 190 countries.

In line with instructions from Russia’s President on preserving and building on the legacy of the World Youth Festival, festival events are now held annually across Russia. The World Youth Festival Directorate continues its work to strengthen international youth cooperation and build a community of young people who care about the future of the world.