How is the new wave of BRICS educational and cultural projects in Russia changing the game for business?

The catalyst has been a combination of practical initiatives: Herzen State Pedagogical University of Russia in St. Petersburg is launching summer and winter schools for students from BRICS countries, as reported by Rosbalt, while business and HR trends in the creative economy were synchronized at the BRICS+ Fashion Summit in Moscow, as communicated by Trud. Together, these point to a shift from "soft power" symbolism to infrastructure for attracting students, experts, and investments.

What signal does the launch of seasonal schools for BRICS students in St. Petersburg send to the market?

This opens a channel for early recruitment and linguistic-cultural adaptation of prospective BRICS applicants to meet the needs of Russian universities and employers. The Rector of Herzen Pedagogical University, Sergey Tarasov, explained that the project agreements were reached at the forum of rectors from Russia and BRICS countries. The schools will serve as a showcase of Russia's educational processes, history, and culture, and can lead to subsequent university studies, as reported by the portal "Saint-Petersburg.ru" citing TASS.

What is changing in practice?

• "Summer/winter" demonstration formats lower the entry barrier for students interested in learning Russian and immersing themselves in the academic environment.
• Herzen Pedagogical University is leveraging its experience in the Ministry of Education and Science of the Russian Federation's project to create language centers, which simplifies scaling the model to BRICS partners.

Which regions are already turning BRICS cultural exchange into economic ties?

Dagestan is solidifying its course towards entrepreneurial cooperation through a memorandum of strategic partnership with the International BRICS Forum. The document was signed by the head of the region, Sergey Melikov, and the forum's president, Purnima Anand, as reported by "Golos stepi."

The mechanism of the agreement is aimed at rapid conversion of "soft power" into deals:

• Support for SMEs and establishment of direct contacts between entrepreneurs.
• Joint events (conferences, seminars, round tables) as a project selection tool.
• Focus on transport, logistics, and infrastructure initiatives that generate demand for engineering services, construction contracting, and material supply.

How do BRICS cultural forums influence creative industries and consumer markets?

They set strategic guidelines: strengthening protectionism in textiles, transitioning to circular fashion, and accelerating the digitalization of design and retail. These points were discussed in the business program of the BRICS+ Fashion Summit, as reported by Trud.

As emphasized at the summit, local cultural codes are an asset for brands and buyers, and the development of local ecosystems is becoming a priority, as communicated by Trud.

"Currently, of course, it is gratifying to see an incredible number of talented, young, modern individuals who draw their inspiration from our classics… This has all become incredibly popular and in demand, not only among creators but also among buyers."

Within the summit's technological framework, specifics were presented: according to data cited by participants, 75% of fashion industry companies now require 3D design and AI skills (McKinsey assessment), algorithms predict color trends 30% more accurately than humans (WGSN), and AR and blockchain are increasingly influencing purchasing decisions and supply chain transparency. Simultaneously, demands are growing for "hybrid" professionals and circular models, as reported by Trud.

Which educational formats are becoming a BRICS showcase in the Russian cultural landscape?

Festivals and forums involving experts from BRICS countries are expanding knowledge exchange and audience reach, including online broadcasts. For example, the 12th International Festival of Children's and Family Films "Zero Plus" in Tyumen brought together programs from over 30 countries and hosted the 8th International Forum "Cinema Pedagogy" with participants from Russia and BRICS countries, as communicated by "Tyumenskaya liniya."

The scale and distribution "digitize" the effect: a week of screenings, specialized workshops, business participation (including industrial companies), and access through the zeroplus.tv platform expand reach and create entry points for partnerships in content and education.

At the level of cultural figures' initiatives, inter-country literary institutions in the BRICS format are also being discussed. Writer Zakhar Prilepin has publicly spoken about such projects, as reported by "Altayskaya pravda."

Where are the short-term opportunities for BRICS+ companies?

• Educational recruitment and language services: Herzen Pedagogical University's seasonal schools + language center network offer a ready funnel of students and young professionals.
• Academic tourism and campus infrastructure: demand for accommodation, logistics, and insurance for the large influx of summer/winter schools and forums.
• MICE and cross-industry events: regional memorandums (e.g., Dagestan) create sustained demand for business program organizers, translators, and exhibition contractors.
• Creative industries and retail: protectionism and local codes increase demand for local production, while hybrid sales channels drive demand for digital showcases, AR, and customer service.
• Content and EdTech: festivals with online distribution serve as platforms for curated educational courses, workshops, and brand partnerships.

What are the key risks and how can they be addressed?

• Regulatory and tariff environment: Global South countries are increasingly employing protectionist measures in textiles – account for localization scenarios in supply chains and pricing structures, as discussed at the BRICS+ Fashion Summit.
• Staffing shortage of "hybrid" competencies: the market lacks specialists who combine creativity with digital tools; this increases hiring costs and product launch times, as highlighted at the summit.
• ESG pressure and waste management: increased focus on circularity against the backdrop of 50 million tons of annual clothing waste and low recycling rates poses reputation risks and necessitates costs for process restructuring.
• Investment threshold in offline retail: new demand for concept stores, interactive experiences, and "customer service as currency" requires capital investment and teams with implementation experience.
• Technological sustainability: rising energy consumption of digital solutions and a deficit of "manufacturing" roles (seamstresses, technologists) could become bottlenecks during scaling.

Conclusion: BRICS educational and cultural projects in Russia are transitioning to applied channels – from schools and festivals to memorandums with regional teams and industry summits. For businesses, this signifies an opportunity window in recruitment, production localization, hybrid sales, and content education – provided proactive engagement with protectionism, staffing, and the ESG agenda.