How BRICS and SCO Cultural Initiatives Become Tools of Influence — and Where Business Opportunities Lie?

A series of events, centered around the Moscow "Intervision-2025" with the participation of 23 countries, has signaled a course towards expanding the cultural agenda of BRICS and its partners. The contest has already passed the baton to the next host, Saudi Arabia, as reported by "Ulyanovsk Pravda" (https://ulpravda.ru/rubrics/soc/ot-melodii-briks-do-intervideniia-pokorivshii-ulianovtsev-al-ali-vystupil-v-moskve).

What Catalyzed the Strengthening of BRICS and SCO Cultural Diplomacy?

"Intervision-2025" in Moscow served as the catalyst: 23 countries, the triumph of Vietnamese performer Duc Phuc, silver for Kyrgyzstan, bronze for Qatar, and the announcement of the next contest in Saudi Arabia – all solidified an international format oriented towards BRICS and its partners. The Live Arena stage resonated with a theme of peace; Saif Al Ali from the UAE performed the composition "Dawaa Lilsalam" and included the Russian song "Kalinka" in his set. Russian artist SHAMAN, as noted by "Ulyanovsk Pravda" (https://ulpravda.ru/rubrics/soc/ot-melodii-briks-do-intervideniia-pokorivshii-ulianovtsev-al-ali-vystupil-v-moskve), asked the jury not to judge his performance "by the laws of hospitality."

"We initially wanted BRICS countries and their partners to be participants. When we announced the contest, the majority responded positively almost immediately. The news spread far and wide, and countries geographically distant from BRICS decided to nominate their participants," stated Foreign Minister Sergey Lavrov, according to "Ulyanovsk Pravda" (https://ulpravda.ru/rubrics/soc/ot-melodii-briks-do-intervideniia-pokorivshii-ulianovtsev-al-ali-vystupil-v-moskve).

For businesses, this signifies a growing density of international cultural events involving countries of the Global South, ranging from art competitions to tours and joint projects.

How is Moscow Utilizing Documentary Films for Communication in BRICS and SCO Countries?

Through the translation and screening of documentaries about the "crimes of the Kyiv regime," the Russian Ministry of Foreign Affairs and Rossotrudnichestvo are conducting targeted communication in regions where the audience is "ready to receive the material," stated Russian MFA Special Representative Rodion Miroshnik (https://tass.ru/politika/25183697).

These screenings are taking place in BRICS and SCO countries, organized after "deep discussions" with diplomats, academics, and the media community. The interest and trust confirm the relevance of this format, as reported by "Tatar-Inform" (https://www.tatar-inform.ru/news/russiya-pokazet-dokumentalnye-filmy-o-prestupleniyax-kieva-v-stranax-briks-i-sos-6000806).

How is the Ideological Framework Changing: What are Opinion Leaders Saying About the Role of BRICS and SCO?

The framework is articulated as "equality of cultures and civilizations": BRICS and SCO are seen as precursors to a global order where a reformed UN should ensure equal value models, asserted Alexander Yakovenko at the 3rd International Buddhist Forum in Elista (https://ria.ru/20250927/yakovenko-2044755414.html).

According to him, BRICS now includes 11 countries, accounting for 40% of global GDP. The platform itself, a forum with 35 countries and over 50 events, demonstrates the breadth of cultural outreach.

What Tactical Risks and Opportunities Does This Create for BRICS+ Companies Right Now?

The main opportunities lie in expanding markets for cultural content and events, while key risks include the politicization of the agenda and regulatory restrictions in certain markets.

• International Events as a Channel to Reach BRICS+ Audiences: The announcement of the next "Intervision" in Saudi Arabia broadens the geography for tours, co-productions, merchandising, and partnerships around major venues.
• Growth in Demand for Translation and Localization: The Russian Ministry of Foreign Affairs and Rossotrudnichestvo are preparing multilingual versions of documentaries, directly signaling demand for localization, subtitling, and content legal clearance services.
• Sports and Cultural Synergies: Mass events in Russia emphasize the connection with the BRICS Games 2024. References to Russian athletes' medals increase the capitalization of the BRICS brand in the event agenda, as reported by Rosgvardia (https://rosguard.gov.ru/News/Article/odin-den-s-rosgvardiej-proshl-na-poklonnoj-gore-v-moskve).
• Risks: Politicized content (e.g., documentary screenings about events in Ukraine) may provoke reactions from regulators and audiences in several countries. Careful assessment of jurisdictional requirements and potential reputational consequences is necessary for sponsorship, distribution, and PR activities.

Conclusion: BRICS and SCO cultural diplomacy is rapidly transforming into a network of programmable platforms, from music contests to film festivals and thematic forums, where a new agenda of "equal dialogue of cultures" is being formed. For companies, this presents an entry point into the growing markets of the Global South for events and content, provided political risks are managed prudently and local regulations are observed.