International Online Sales Fair of Russian Brands to be held in Moscow

The International Online Sales Fair of Russian Brands is being held in Moscow’s Zaryadye Park on 17 May in a pilot event aimed at using the top online platforms to promote Russian products in the enormous and very promising Chinese market.

“Relations between Russian and China are developing in close connection with digital communications and innovative tools for e-commerce, with special attention to increasing SME access to the Chinese market through online platforms and joint events.  These initiatives result in direct dialogue between businesses, simplify trade, and facilitate the integration of Russian and Chinese companies into the economy, unlocking new opportunities for growth and cooperation between the two nations,” Adviser to the Russian President Anton Kobyakov said.

The fair is being organized by the Russian Ministry of Industry and Trade in conjunction with the Russian Export Centre (part of the VEB.RF Group), the Roscongress Foundation, and the Agency for Strategic Initiatives. The official partner is the Government of Moscow. The event is being held with the support of the China Council for the Promotion of International Trade and has been included in the programme of events for the Russia–China Years of Culture in 2024–2025. The project is being implemented as part of the programme to promote domestic products under the Made in Russia brand, approved by order of the President this year after being created at his behest following the plenary session of the Strong Ideas for New Times Forum.

“This event is an important part of strengthening and diversifying economic ties between Russia and China and creating new channels for goods to be exchanged. We expect this project to show how digital technologies can be harnessed successfully for international trade,” Deputy Minister of Industry and Trade of the Russian Federation Alexey Gruzdev said.

The Online Sales Fair in Moscow will kick off the Made in Russia Festival and Fair, scheduled for 17 to 21 May in Harbin. The events will come together to create a single platform promoting Russian exports through physical and electronic sales channels.

The event is being held in a specially equipped pavilion in Moscow’s historical centre and will be broadcast online, with a Chinese vlogger promoting Russian goods for sale in real time through the international e-commerce platform Kuaishou.

“A Made in Russia Festival and Fair will kick off in Harbin on the same day as the event in Moscow and will feature the products of more than one hundred Russian companies. We hope to use events of this kind to promote the national brand, help Russian manufacturers gain a foothold in the Chinese market, and familiarize more people abroad with our country’s values and cultural heritage,” Director General of the Russian Export Centre Veronika Nikishina said.

Sales through electronic marketplaces and collaboration with popular bloggers and livestreamers are effective modern ways to promote products and increase brand awareness in foreign markets.

“This will be the first time we’ve ever done an event with a vlogger who has 110 million subscribers. It’s unprecedented for us, a new experience, and it’s important for exporters and a good example for Russian vloggers. We’ve watched as interaction between Russian and Chinese businesses at business events continues to increase, contributing to a steady growth in demand for Russian goods in China along with the development of modern digital tools and marketplaces online. Russian companies are successfully integrating into this format, and we are working hard to continue developing and stimulate demand for Russian products,” CEO and Chairman of the Roscongress Foundation Alexander Stuglev said.

Technical solutions, modern sales tools, cultural sensitivity, and the establishment of an emotional connection with the audience are all needed if we are to promote national brands successfully.

“The idea for the International Online Sales Fair of Russian Brands was born a year ago at the Znay Nashikh Competition. Young entrepreneur Yu Wei shared a video with Vladimir Putin showing the imaginative way he promoted Russian goods in the Middle Kingdom. His moving rendition of ‘Katyusha’ has come to symbolize a new approach to international trade marrying digital technology with real humanity. The President approved of the initiative, and now we can see the large-scale project it has grown into and the real effect it has had on the economy. The International Fair is more than just a trading platform – it is a powerful tool for digital diplomacy, connecting the best Russian goods with millions of Chinese consumers through innovative online formats and building new bridges of trust and collaboration,” Director General of the Agency for Strategic Initiatives Svetlana Chupsheva said.