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Brand movement: "Made in Russia" exhibitions are being prepared in Vietnam and Saudi Arabia
The exhibition of the brand "Made in Russia" is planned to be organized in Vietnam, Saudi Arabia and Kazakhstan, Tatyana Ahn, Vice President of the Russian Export Center (REC), told Izvestia. Earlier, the REC announced the upcoming brand fairs in September in Beijing and in November in Thailand. Since this year, its geography has expanded beyond China for the first time, and the exhibition was organized in the UAE. In the long term, the REC is also considering Latin American countries. Russian food products are currently the most popular abroad. What domestic products are sold on foreign marketplaces is in the Izvestia article.
Where the "Made in Russia" exhibitions will be held
The "Made in Russia" brand is steadily expanding its geography. It is planned to organize an exhibition of domestic goods in Vietnam, Saudi Arabia and, possibly, in Kazakhstan, Tatyana Ahn, vice president of the Russian Export Center, told Izvestia.
"We are actively considering Saudi Arabia, Vietnam, Thailand, and are currently working in these areas. <...> The closest plans are for Vietnam, and next year it will be in Saudi Arabia, and we will expand to Kazakhstan," Ahn says.
At the moment, the issue of creating a full-fledged exhibition is being worked out with the Vietnamese side, the Russian Embassy in the republic told Izvestia. The first step has already been taken: on June 12, the Russian corner opened in the Royal City Shopping Center in Hanoi on the basis of Vietnam's largest retail chain Winmart. The event, despite its seemingly small scale, is important — Russian Ambassador to Vietnam Gennady Bezdetko took part in the ceremony. According to the diplomat, this is an important step towards expanding gastronomic and cultural horizons, which will further strengthen trade and economic ties between Russia and Vietnam.
Of course, serious preparation is required to organize full-fledged exhibitions, or, as they are also called, festivals and fairs, because in addition to displaying goods, they include all kinds of forums, conferences, symposiums, as well as contests, roadshows, tastings and other activities.
— We are currently looking at the saturation of goods, because the fair is still a B2C market. We need to understand how many goods we have in stock, and the willingness of companies to actively promote them, because the Russian Export Center does this in the interests of companies. And, accordingly, they must pass a license with those goods, they must be in warehouses," added the Vice-president of the REC.
Latin America is also being considered in the near future, Tatiana Ahn said. However, requests from the countries of the region go towards B2B. So far, the next exhibitions this year will definitely take place in China and Thailand. In China, the event will be held in Beijing this time in September, and in the Southeast Asian country for the first time in November.
In general, by the end of the year, the REC is going to hold more than 20 foreign events under the auspices of "Made in Russia", for example, a gastronomic festival in the United Arab Emirates.
"By the end of 2025, we plan to significantly strengthen our presence and expand the coverage of events to promote the Made in Russia brand and Russian products. Through exhibitions, business missions, fairs, shops and unique promotions, we create a stable platform of trust for our products on international markets," Veronika Nikishina, head of the REC, said earlier at SPIEF.
"Made in Russia" is a government program to promote Russian exporters under a single national brand. Its goal is to open doors to global markets for domestic companies, creating interest in their products among foreign buyers and thus building a positive image of the country. The project aims to increase exports of non-primary non-energy goods from the Russian Federation.
How Russian goods are promoted abroad
The promotion of Russian goods abroad has taken a really steep turn since this year. The festivals and fairs have expanded beyond China for the first time. In February, the exhibition was held in the UAE, in Abu Dhabi. 80 manufacturers from 30 regions of the Russian Federation took part there. The guests of the fair could appreciate cosmetics, perfumes, clothes, souvenirs, as well as try, for example, sweets from the Leningrad, Voronezh and Samara regions.
— The United Arab Emirates is one of our important partners. This is a mutually beneficial cooperation in the areas of financial hub, tourism, and the supply of goods, including transit through the Emirates to other countries. The UAE is heavily diversifying its economy. As for Thailand, it is one of our partners with whom we do not lose touch anywhere. There may not be much information about our products there, but marketing research shows that there are prospects with this country," Anton Sviridenko, executive director of the Stolypin Institute for Growth Economics, tells Izvestia.
Before that, foreign festivals and fairs were held exclusively in China. In January 2024, the first exhibition was held in Shenyang, attended by over 130 Russian manufacturing companies. Chinese consumers have reached, among others, Makfa, Miratorg, Baltika, Cherkizovo, Russian Crab, Ekoniva, and Uncle Vanya. This gave rise to a number of similar exhibitions in China. Additionally, a festival was held in Heilongjiang Province as part of the Russian-Chinese EXPO. Thus, in total, over 1.5 million people attended festivals under the auspices of the REC in 2024.
Success is also clearly demonstrated in monetary terms. Russian exporters sold products worth about half a billion rubles and signed contracts with Chinese companies worth more than 4.5 billion rubles. By the way, this year in the same province of Heilongjiang, new pavilions appeared at the festival-fair among the traditional categories of goods, for example, a cyber zone with Russian IT developments and game projects.
Russian brands in China are also promoted at international exhibitions. At Canton Fair 2025, held from May 1 to May 5 in Guangzhou, 17 companies presented their products for the first time. Among them are food (alcohol, chocolate, pasta and natural honey), health products (dietary supplements and therapeutic cosmetics), textiles. Developers of IT solutions for business also participated. By the way, almost all of this can already be bought on Chinese marketplaces.
Against the background of Western sanctions, such exhibitions are not so much a necessary tool as a useful one: it is important to demonstrate how a country promotes its goods through "visual" events where these goods can be touched and shown, Anton Sviridenko notes.
— Our organic food products are conquering the world. We are competitive in both mechanical engineering and electrical engineering, in general, in such missions that are supported by the export center. If it was difficult to calculate after 2022, the situation is improving now. Marketplaces are one of these ways: manufacturers try to promote their product, and it doesn't matter which country it's from anymore," the expert said.
In general, Russian business, and not only in China, is promoted through national Made in Russia stores on marketplaces such as Tmall, JD, Douyin and Turkish Trendyol. There are also national pavilions for food producers abroad (China, Vietnam, Turkey, the United Arab Emirates, Egypt, Saudi Arabia), where importers can taste Russian products and sign supply contracts.
Переведено сервисом «Яндекс Переводчик»
