The meeting took place today at the Museum of the World Ocean between Alexey Besprozvannykh, Governor of Kaliningrad Region, and participants of the Media School for International Content Creators. The Media School is organized by the World Youth Festival Directorate in partnership with SHUM Youth Media Development Center and operates as part of the Academy of Strategic Communications program. Approximately 50 content creators from 25 countries attended the event. Their total subscriber base exceeds 34 million.
“Our region today is a space for open international dialogue. And this is where the strength of our country lies: we are diverse, yet we are united by common values, mutual respect, and a shared desire for development. Today, it is especially important to speak honestly and openly. In many countries, the perception of Russia is shaped through stereotypes and distortions — historical, cultural, and humanitarian. This is precisely why the role of content creators, journalists, and media professionals is so significant: they can see the country with their own eyes, talk to people, and tell their audiences about real life without filters or prejudice. The Media School is the best example of how live dialogue and human connection can break down barriers more effectively than any official statements. Our goal is to show the Kaliningrad Region for what it truly is - modern, open, multifaceted, and dynamically developing," said Alexey Besprozvannykh, Governor of Kaliningrad Region.
During the meeting, the Governor presented the region's opportunities for international specialists and the media community. He highlighted the development of the educational infrastructure, including the Immanuel Kant Baltic Federal University, which has a big share of international students, as well as SHUM Youth Media Development Center and the forum of the same name. The forum will be held for the fifth time this year in Kaliningrad Region and will bring together 1,500 young media professionals, journalists, content creators, and opinion leaders from across Russia and abroad on a single platform.
"Kaliningrad Region is the westernmost region of Russia and at the same time a point of contact between different countries and cultures. This makes us not an isolated territory but an open platform for international interaction in trade, education, tourism, and humanitarian projects. I would like to draw particular attention to one such project – the BRICS Mall Trade House, an international entry point for the foreign business community in Kaliningrad. The foreign media community: bloggers and content creators from different countries shape the perception of the region for an audience of millions, which is why we see them as full-fledged partners who help show real life. Our goal is to make our region seen for what it truly is: through its people, science, education, economy, and culture, and if this helps form a more honest and accurate understanding of Kaliningrad Region and Russia as a whole, then we are moving in the right direction," added Alexander Kalkuta, Head of the Agency for International and Interregional Relations of the Kaliningrad Region.
The meeting was held in an open dialogue format. The main focus was on issues related to the international positioning of the Kaliningrad Region, the development of tourism, support for media projects, and the expansion of humanitarian ties. Particular emphasis was placed on the role of content creators and media representatives in international cultural and humanitarian dialogue, as well as on how digital platforms and original content help foreign audiences learn more about the region and modern Russia.
Participants of the Media School asked a number of questions regarding key areas of regional development and opportunities for international cooperation. Kevin de Ridder, a blogger from Belgium who creates content about Russia and intercultural dialogue, asked about the tourism appeal of the Kaliningrad Region and what measures, in the region's opinion, could further increase the number of foreign tourists coming to the region. Takir Rahmani, a content creator from Algeria specializing in entertainment and motivational videos about sports and everyday life, asked about little-known but significant places in the region that best reflect its uniqueness while remaining off the main tourist routes.
Olivier Roy, a blogger from Canada who has moved to Russia and creates content about the life of a foreigner in the country, was interested in the opportunities that the Kaliningrad Region offers to young professionals from different countries, as well as what forms of collaboration between local and international content creators could receive support at the regional government level. A separate question came from a content creator from Madagascar, who inquired about the region's current foreign partners and the most interesting joint projects in the fields of economy, education, and creative industries. One of the last questions was addressed by Mohammed Ismael, a blogger from Syria who creates content about travel and the cultural characteristics of countries; he asked about touristic places in the Kaliningrad Region where the governor prefers to spend time with his family.
The meeting was also attended by Vakhtang Khiklandze, Deputy General Director of the World Youth Festival Directorate, who also answered the questions of the international content creators about international cooperation.
“Last year, the World Youth Festival Directorate started to form the International Content Hub (ICC) — a community of content creators who share the ideals of global cooperation and responsible content creation. Through their work, these young people promote the values of intercultural dialogue and mutual respect, break the stereotypes and prejudices at the international level, and create objective content, about Russia as well. Today, the Kaliningrad Region is warmly welcoming its participants, where content creators are learning advanced content production methods from Russian experts. For the region itself, this is a powerful boost: through their social media channels, these influencers will tell the truth about the country's westernmost region. Millions of users around the world will see the real Kaliningrad, its history and achievements, which will not only dispel myths but also attract tourists and the attention of the international media community," said Vakhtang Khiklandze, Deputy Director General of the World Youth Festival Directorate.
The specific geopolitical position of the Kaliningrad Region as the westernmost region of Russia was also highlighted. This position determines the region's high level of involvement in international economic and humanitarian processes. With current circumstances , the region is consistently expanding its cooperation with countries in Asia, the Middle East, Africa, and the CIS. Key partners include Belarus, China, India, the UAE, and Brazil.
"By inviting foreign content creators to our region, we take on great human and professional responsibility. We understand that we are dealing with already established opinion leaders in their countries — people who shape the agenda, influence events, and know how to speak to a multi-million audience. Therefore, it is important for us not only to show them a place with a rich history, culture, and nature but also to build an honest conversation as equals — about the country, the world, values, and the future, because that future is common for all of us," noted Tatiana Mandrykina, Head of SHUM Youth Media Development Center.
The organizers of the Media School, implemented within the framework of the Academy of Strategic Communications, are the World Youth Festival Directorate and SHUM Youth Media Development Center. The partners include the Government of Kaliningrad Region, the Ministry of Youth Policy of Kaliningrad Region, the Development Corporation of Kaliningrad Region, the Agency for International and Interregional Relations of Kaliningrad Region, the New Media Workshop, RT Academy, the video portal Rutube, the technology company VK, Putin Team Russia, as well as the news agency "African Initiative" and BRICS MALL Trade House. The Academy of Strategic Communications is implemented with the support of the Presidential Executive Office of the Russian Federation within the framework of the National Project "Youth and Children."
Overview:
The World Youth Festival took place on March 1–7, 2024 at the “Sirius” Federal Territory, according to the Decree of Russian President Vladimir Putin on the development of international youth cooperation. The WYF-2024 broughttogether 20,000 young leaders from 190 countries.
In accordance with the instructions of the President of the Russian Federation Vladimir Putin on preserving and developing the legacy of the World Youth Festival, festival events on the territory of the Russian Federation will be held annually. The World Youth Festival Assembly was held in Nizhny Novgorod in 2025 and brought together 2,000 young people from 120 countries. In 2026, the International Festival of Youth will gather 10,000 participants. The next World Youth Festival for 20,000 participants will be held in 2030.
The World Youth Festival Directorate continues the work aimed at strengthening international youth cooperation and developing a community of young people who care about the future of the world.
The Academy of Strategic Communications is a federal program aimed at building a talent pool of media managers in the country capable of operating in line with national priorities and Russia's strategic development goals. The program is organized by SHUM Youth Media Development Center, with the Presidential Platform "Russia — the Country of Opportunities" serving as co-organizer of the digital track. The Academy of Strategic Communications is implemented with the support of the Presidential Executive Office of the Russian Federation within the framework of the National Project "Youth and Children."