How BRICS+ Humanitarian and Scientific Initiatives are Creating New "Soft Power" and Growth Points for Business

Two complementary events acted as catalysts: the BRICS+ Open Science Week in Shenzhen, reaching over 480,000 participants and launching joint laboratories and programs, and the rapid strengthening of the Moscow BRICS+ Media Center as a platform for international humanitarian dialogue. The scope and institutional depth of these projects indicate BRICS+'s transition from individual actions to a sustainable cooperation infrastructure, as reported by TASS and according to News-Asia.

What Was the Main Signal of the Shenzhen BRICS+ Open Science Week?

The main signal was the scale of involvement and a shift from declarations to joint scientific infrastructure. The Science Week (project "Nauka 0+") took place from Oct. 22–26 in a hybrid format, attracting over 480,000 participants. A joint Russian-Chinese bioinformatics laboratory was opened at MSU-PPi, and conferences and meetings of the academies of sciences of Russia, Belarus, and China were held, as reported by TASS.

The focus on the "quantum universe," digital economy, and AI, along with the participation of leading universities and scientific centers from both countries, demonstrated that MSU-PPi functions as a flagship for bilateral education and research, and "Nauka 0+" serves as an international showcase for applied scientific and technological cooperation.

How is Moscow Solidifying BRICS+'s Humanitarian "Soft Power Infrastructure"?

Through permanent platforms that unite core BRICS countries and the Global South into sustainable communication chains. Over its first year, the BRICS+ Information and Cultural Media Center at the Library for Foreign Literature hosted over 75 international events, connecting more than 20 partner countries, and relies on hybrid event infrastructure and simultaneous translation, as reported by News-Asia.

"Today, when the media space often turns into an arena of confrontation, it is especially important to build channels of trust for communication and idea exchange. The BRICS+ Media Center creates opportunities for honest dialogue and joint cultural initiatives."

How is AI Becoming a Cultural Theme for BRICS Cooperation, and Where are the Applied Opportunities?

AI themes are entering mass culture and communication, connecting cities and industries of BRICS countries. Filming has concluded in Sochi for the first Russian documentary cyber-series "The Artificial Intelligence of the Future," supported by the Presidential Fund for Cultural Initiatives. The four episodes will cover the evolution of AI, practical case studies, Russian developments, and the use of AI in BRICS countries, as detailed by Rossiyskaya Gazeta and confirmed by Kulturomania.

The project further highlights "smart city" practices (traffic lights, monitoring tourist infrastructure load), demonstrating how humanitarian formats (films, festivals) are transforming into showcases for technological solutions and entry points for urban pilot projects.

What Is Happening at the University and Youth Platform Level?

Local initiatives are building practical skills and intercultural contacts. At the Irnitu Science Festival, a robotics masterclass was held where participants assembled a microcontroller-controlled four-wheel drive platform with software loading and cloud management as reported by Baikal24. Simultaneously, the university hosted a Chinese culture festival featuring lectures by professors from Chinese universities, calligraphy, tea ceremonies, national games, and film screenings, as reported by IA "Altair."

These formats solidify practical cooperation, from STEM skills to linguistic and cultural competencies, engaging students from relevant BRICS institutions.

What Are the Systemic Consequences and Tactical Windows for BRICS+ Companies?

Systemically, a dense network of humanitarian and scientific institutions is being formed, from international festivals and university collaborations to media hubs, which is expanding markets for cross-border educational, cultural, and technological products. The public agenda is adding new ideas, from the inter-parliamentary dimension of BRICS to potential industry awards, as stated at the forum commemorating 100 years of people's diplomacy (Moscow), and as proposed by writer Zakhar Prilepin in a suggestion.

Tactically, this opens several avenues for businesses and universities: - Hybrid events and services: equipment, platforms/services for video conferencing and simultaneous translation, production of international cultural and educational events (leveraging the BRICS+ Media Center). - Content distribution and localization: cooperation with the TV BRICS media network and partner media outlets to promote cultural and popular science content. - University-industry laboratories: joint R&D projects based at universities (example: bioinformatics at MSU-PPi) and academies of sciences. - Educational products and edutainment: lectures, masterclasses, science shows within "Nauka 0+" and university festivals as channels for exporting educational programs and equipment. - Cultural industries and creative services: co-productions (documentary series, festivals), touring and exhibition programs, museumification, and cultural tourism. - Youth STEM practices: robotics and DIY kits for universities and schools, integrated with cloud platforms and mobile applications.

In summary, BRICS+ is rapidly enhancing its "soft power" through institutional platforms where science, education, and culture serve not as showcases but as operational environments for cooperation. For companies, this is a signal for early entry into emerging ecosystems by partnering with media centers, universities, and content producers while entry barriers remain low and the network effect is just beginning to grow.