There is a growing interest in Asian culture in Russia. What you need to know

Russia is increasingly interested in Asian countries. At the same time, among Russians aged 14 to 35, according to VTsIOM, Japanese culture is of the greatest interest. China is in second place in popularity, and South Korea occupies the third position. What exactly is attractive about Asian countries is in the Izvestia article.

Spreading culture

• According to the Kion online cinema, more than 70% of Russian residents say that it is the culture of Asian countries that arouses their greatest interest. Interest is growing for several reasons, including because the media and social networks constantly offer a large number of diverse content about the countries of the region. In addition, many cultural events are held in the Russian Federation, in particular, within the framework of the Year of Culture of Russia — China. As a result of the spread of Asian culture, more and more Russians want to learn about the peculiarities of the Asia-Pacific region. (Asia-Pacific region).

• Among the preferred countries for future trips, according to the <url> travel service, Russians singled out Japan, placing it among the most attractive destinations. At the same time, Russian tour operators reported that the frequency of trips by Russians to South Korea in 2024 increased by 25% compared to 2023.

• Interest in travel is growing due to the fact that today it is much easier to get information about any destination. At the same time, digitalization makes travel more accessible and understandable, turning it into a way to truly expand your knowledge of the world.

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• The increased interest in Asian culture and, in general, the growing desire to travel are related. The more a person gets to know the traditions, aesthetics, and daily life of Japan, China, and South Korea through the media, the stronger the desire to see it all with their own eyes. The trip allows you to understand the cultural features that are reflected in modern creative works.

Vibrant pop culture

• Various forms of Asian pop culture, especially Korean, are widespread in Russia. A significant place is occupied by musical groups and solo artists, whose content is distributed mainly through social networks. Young people are also interested in K-pop idol culture. This is a system for training and promoting young artists, mainly from South Korea, where much attention is paid to shaping the image of an idol. K-pop producers actively involve fans in the idols' lives. As a result, teenagers support the singers by buying their merch and creating themed online communities. According to MTS, in Russia, about a third of all listeners of such performers are teenagers under the age of 18.

• Japanese animation also plays a significant role in Russia. Anime culture has become the basis for numerous festivals, hobby clubs, theme shops, and online communities where people discuss plots and characters. In the first six months of 2025, the anime audience on one of the largest domestic streaming sites increased by 60% compared to the same period in 2024. Gaming products from Japan are also in steady demand due to the variety of genres and the unique style that is recognized all over the world.

Food and lifestyle

• Different types of Asian cuisine are popular in Russia. So, Japanese cuisine attracts sushi, rolls, ramen, bento and seafood dishes. It is appreciated for its aesthetic presentation and lightness. Korean cuisine is characterized by savory dishes such as kimchi, bibimbap, various marinades and snacks that emphasize the combination of spiciness and freshness. Also, according to the A.List rating, sales of the Korean soju drink are growing rapidly.

• In addition, Russians are increasingly paying attention to the Asian fascination with healthy habits and self-care rituals. Elements of multi-stage skin care, meditation techniques, and breathing practices are actively spreading in Russia.

Points of contact

• Russia occupies a unique geographical and cultural position at the junction of Europe and Asia. Over the centuries, its dual identity has been formed. Geographically, most of the country's territory is located in Asia, which provides direct access to the trade routes and transport corridors of the East. Joint projects in energy, infrastructure, and industry, as well as scientific and educational exchanges, create sustainable platforms for cooperation and mutual enrichment.

• The common values of Russia and Asian countries, such as respect for the older generation and the preservation of traditions, create a solid foundation for mutual understanding. This is manifested in respect for relatives and support for the institution of the family. They also appreciate joint meals in Russia and in Asian countries.

• Interest in Asian culture in Russia is likely to continue to grow due to the opportunity to travel and personally explore Asian cities. In addition, culinary traditions attract a variety of tastes and become part of everyday life. Pop culture, including music, animation, TV series, and idols, especially engages children and teenagers, forming an interest in language and creative expression. The strong involvement of young people in the study of Asian culture confirms that the popularity of this field will continue to grow in the coming decade.

When writing the material, Izvestia interviewed:

• Alexandra Shushlina, author and presenter of a podcast about China;
• Olga Bonch-Osmolovskaya, Candidate of Historical Sciences, Researcher at the Institute of Applied Sciences of the Russian Academy of Sciences.