How Education and Creative Industries are Becoming Drivers of BRICS+ Cooperation – and What This Means for Business?

The catalyst has been a shift towards "practical bridges" – from academic programs to industry hubs: Russian universities are expanding offerings for BRICS students, and major international platforms for technological and creative partnerships are launching in Moscow and St. Petersburg, which is already translating into investor interest and deals, as reported by Uzbekistan Daily.

What signal of demand for Russian education and language is coming from BRICS+ countries?

Demand is growing: the Russia-BRICS Rectors Forum registered increased interest in learning Russian, and Herzen State Pedagogical University is preparing summer and winter schools for BRICS students with the possibility of subsequent enrollment, as conveyed by the "Russkiy Mir" portal. The university also announced that it will host the next rectors' forum in St. Petersburg.

This enhances academic and cultural integration and forms a predictable talent pipeline for joint programs, research, and commercialized educational services.

What new platforms for international partnerships is Russia launching in creative industries and IT?

Moscow is simultaneously expanding two cooperation showcases: the "Creating the Future" symposium makes international cooperation in video game development one of its key themes, while the Moscow Startup Summit brings together tech startups from BRICS/SCO and partner countries, as reported by "Tverskaya 13" and confirmed by Uzbekistan Daily.

In parallel, St. Petersburg is hosting an international conference on the creative economy (over 1,500 participants from 30+ countries), with an agenda that includes industry measurement systems, IP protection, educational models for the creative economy, and global promotion strategies, as reported by Pchela.News.

How is this translating into exports and investments already?

On the side of "hard" results – over 3,000 SME export contracts worth more than 139 billion rubles in 2024 with the support of regional export centers and an expanded delivery geography to 127 countries, according to the Russian Export Center, as reported by TASS. Investor activity on relevant platforms is also growing: following the Moscow Startup Summit, proposals worth over 1.6 billion rubles were announced, as reported by Uzbekistan Daily.

The exit strategy for businesses of different categories and sizes will vary. What they have in common is that the advertising market requires constant learning, and going abroad is primarily about applying the principle of market orientation: we look not from the product's position, but from the buyer's.

This stance was voiced by Sergey Naumov (RWB) – his commentary is provided by TASS.

What tactical opportunities and risks do BRICS+ companies face in the 6–18 month horizon?

Key opportunities include fast market access through educational channels and industry hubs; key risks involve brand strategy and legal IP protection during scaling.

• Educational sales and HR channel: Participation of BRICS students in summer/winter schools and joint programs creates a pipeline for recruitment, internships, and service localization.
• Co-development in gamedev: The symposium serves as a platform for pilots, outsourcing, and publishing partnerships with rapid demand validation.
• Fast track to capital and corporate deals: Pitches and accelerators (including GenAI tracks) at international summits enhance chances for pilots with major clients.
• Branding and IP: Early trademark registration in target markets and adaptation of packaging/communications to local norms and preferences are critical.
• Export marketing: "Local quality markers" and a unified national identity enhance trust and reduce entry costs.

This practice is confirmed by SME export cases and government support programs – from the "Made in Russia" national brand to methodological assistance in brand and media strategy for companies entering new markets, as conveyed by TASS.

Conclusion: BRICS+ educational and creative-tech platforms already function as deal pipelines – companies that integrate into these funnels now will gain an advantage in access to talent, partnerships, and capital with controlled brand and IP risks.