Nizhny Novgorod Khokhloma has launched brand tours for the project "New National Brand."

      August 7, 2026 15:28 Culture and Leisure The "Khokhloma Painting" factory in Semenov, Nizhny Novgorod region, became the first venue for brand tours within the framework of the "New National Brand" project, implemented by the Agency for Strategic Initiatives (ASI). Program participants got acquainted with one of the most famous Russian folk arts and crafts, discussed opportunities for modern collaborations, and presented ideas for the development of domestic brands. The "New National Brand" project aims to support businesses in creating new products in collaboration with designers and experts. Participants have the opportunity to find manufacturing partners, enhance the competitiveness of their projects, and enter new markets. The visit to the enterprise dedicated to the Khokhloma craft continued the theme of the first educational week of the project, which focused on the role of cultural heritage in the development of modern brands. "We are the guardians and creators of the great Khokhloma craft. Thanks to your ideas, it will transform in the future and acquire a new sound. We are open to new forms and fashionable, stylish Khokhloma patterns," noted the General Director of JSC "Khokhloma Painting" of Nizhny Novgorod region, Alexandra Strogonova. According to her, project participants demonstrated how modern collaborations can be developed based on traditional crafts. The next stage of the program will involve studying the consumer portrait. Participants will undergo training in design thinking, target audience research, competitive environment analysis, and user experience. These materials will form the basis for developing the first product concepts. The results of the "New National Brand" project will be summarized in the fall during the Creative Economy Days, which will take place in St. Petersburg from October 28 to 31. Participants will present product concepts created during the program. NIA "Nizhny Novgorod" has channels on Telegram and MAX. Subscribe to stay updated on major events, exclusive materials, and timely information. Copyright © 1999—2025 NIA "Nizhny Novgorod". When reprinting, a hyperlink to NIA "Nizhny Novgorod" is mandatory. This resource may contain materials 18+