The Surge in BRICS Festivals and Cultural Projects in Russia and Brazil – and How Businesses Can Capitalize on It?

This week was catalyzed by three immediate events: The XI "Golden Tower" International Film Festival in Ingushetia received its first submissions from filmmakers of BRICS countries and partners, bringing the total to 136 works, with submissions continuing until Oct. 25, as reported by Madina Dzortova; in Brazil, the in-person phase of the "Great Teachers of BRICS" program, focused on inter-university agreements and public diplomacy, commenced with its opening event at the Federal University of Rio de Janeiro.

What is the Direct Reaction and Involvement of New Participants?

The reaction is an expansion of geography and institutional support. For the "Golden Tower" festival, for the first time, submissions were received from representatives of Argentina, Brazil, Nigeria, Cuba, Iran, and India; the total pool is 136 compared to 90 the previous year, with submissions still open until Oct. 25. The screening itself is scheduled for Oct. 15–20 in Magas, as confirmed by Dzortova.

The program's focus is on historical memory and documentary filmmaking: the lineup includes films about the 1941 Parade in Kuibyshev and the feat of archaeologist Stanislav Strzeletsky, as well as a work that draws parallels between the events of the Great Patriotic War and the situation in Donbas, details provided by Tsargrad.

Simultaneously, on Oct. 14 in Yakutsk, the VIII "Grace of the Great Snow" International Poetry Festival opened with participants from China, Mongolia, Brazil, Iraq, Kazakhstan, and regions of Russia; the program includes a presentation of the translation of the Kazakh epic "Kobylandy Batyr" into the Yakut language, according to Ulus.media.

These are not isolated events but a connected agenda, spanning film, literature, education, and youth exchanges.

What is Changing in the Architecture of BRICS Humanitarian Ties?

The main shift is the transition from symbolic gestures to infrastructure: inter-university agreements, the establishment of cultural and educational centers, historical memory projects, and business missions. This is precisely how the role of the "Great Teachers of BRICS" program for public diplomacy was explained by Deputy Russian Foreign Minister Sergey Ryabkov.

"The program has proven to be an effective instrument of public diplomacy. It is practical in nature: cultural and educational centers are being opened, projects for preserving historical memory are being implemented, inter-university ties are strengthening, and new formats of humanitarian and business interaction are being launched..." — Sergey Ryabkov

Festivals are becoming entry points into these networks. The organizers of "Golden Tower" position the platform as "unique for exchanging experience, showcasing new works, and strengthening cultural ties"— with a sharp increase in submissions and geographical reach, as reported by TASS.

Concurrently, local initiatives are being linked to the BRICS agenda. In Kazan, the personal exhibition "Always Time for Tea" plays on the legacy of the Great Tea Route—a theme highlighted by the leader of the PRC at the Kazan summit; the project is perceived as a cultural bridge between Russia and China, as described by BUSINESS Online.

What Tactical Opportunities are Emerging for Companies and Regions in the Coming Weeks?

Key windows of opportunity lie in participation, co-production, and educational partnerships tied to specific dates and venues.

• Film and Creative Industries. Submit your works to "Golden Tower" by Oct. 25, including co-production projects with Argentina, Brazil, Nigeria, Cuba, Iran, and India; the festival is scheduled for Oct. 15–20, and submissions are still being accepted, as confirmed by TASS.

• Education and EdTech. Prepare packages of cooperation memorandums and exchange programs for the Brazilian phase of the "Great Teachers of BRICS": the format includes inter-university agreements, the launch of cultural and educational centers, and business missions, as noted in the program.

• Publishing and Translation Market. Secure rights and pilot translation series: the presentation of the translation of the epic "Kobylandy Batyr" into Yakut at the National Library of Yakutia signals demand for mutual translations of epic and children's works within the festival agenda.

• Tourism and Brand Partnerships. Plan event marketing for the "Always Time for Tea" exhibition in Kazan (running until Dec. 7)—the format visually connects the Russian and Chinese markets and allows for the development of thematic routes and pop-up activities, as reported by BUSINESS Online.

Practical takeaway: culture has become a low-risk entry point into BRICS connections—from co-production and licensing to university agreements and tourism content. These projects already include mechanisms—from memorandums to business missions—that can be utilized without lengthy approval cycles.