World
Russia’s Cultural Diplomacy in Multipolar World: Perspectives and Challenges for Africa
By Kestér Kenn Klomegâh
After careful research to find the meaning and implications of the term “multipolar world” often used these days, the free dictionary and englopedia offer insights as a system of world order in which the majority of leading global powers coordinate and commonly agree on economic, political and cultural influence and acceptable directions.
Both dictionaries further explain that countries have multipolar approaches to foreign policy. Participating countries necessarily conceive multiple centres of power or influence in the world and have a multipolar approach to foreign policy. A multipolar world could mean various differences in thoughts, views and ideas regarding anything in particular that different people desire to do across the world.
It appears from several reports that China and Russia intend to lead the new world order. Speeches from both sides are extremely critical of “based rules and regulations” given by the United States and Europe. The United States’ global dictatorship might end so that the unipolar would then become a multi-polar world, in which democracy could actually thrive.
In practical terms and in order to lead a multipolar system requires an outward, broad and integrative approach. While China, to a large extent, has portrayed this practical approach which is readily seen around the world, Russia’s method is full of slogans and highly limited. With the emerging new global order, China appears more open and integrative than Russia. Despite the fact that it madly advocates for creating and ultimate establishment of this multipolar world, Russia exits significantly from the global stage, thus isolating itself and further contributing towards its own “cancel culture” instead of the opposite.
Whether people like it or not, the United States will conveniently operate within the emerging multipolar system. It has the instruments to operate within the framework of multilateralism and an integrative multicultural environment. The United States is and remains an “indispensable” power. Russia and a few of its allies in this evolutionary process, without adopting cautious steps and strategic approach, will definitely remain “dispensable” in the end.
In order to deepen our understanding of the emerging multipolar world, it is useful to make comparisons. The United States’ new strategy acknowledges that Africa will shape the future – not just the future of the African people but of the world. And as such deals with civil society, women and the youth, which it refers to as the megaphone of governance. These have an influence on policies and processes engaging policy-makers.
It further works in various directions closely with the African Union, and one more new direction is the African diaspora. The United States has the largest African diaspora with social inroads and business inter-linkages and a hugely significant impact on developments inside Africa. In contrast, Russia has grossly ignored the African diaspora and even those African professional specialists it has indeed trained from Soviet times to and currently. In the emerging new multipolar world, to overlook these would be a sad mistake from a policy perspective.
Russians seriously brush aside the relevance and the role of culture, for that matter, soft power in foreign policy while advocating for this emerging new order. Examining, in broad terms, all aspects of culture that basically includes continuing the struggle for self-determination, for creating the grounded opportunity to live in peace and preserving one’s valuable traditions. Language, of course, plays its unifying role.
Some contradictions and different interpretations might exist. On the other hand, there are divergent views and different perceptions relating to the current geopolitical changes, but frankly speaking, the study of foreign languages, including English, Spanish, Portuguese, Arabic, and the emerging interest in the Chinese and Russian languages, has been a long part of people’s lives, especially those who hope to move across borders and dream to have smooth interactions with other nationals from different countries around the world.
For the past three decades since the collapse of the Soviet era, Russian language studies have been low, for example, among the African population, primarily due to a lack of overwhelming interest and adequate motivation, and a lack of consistent interactive cultural activities by Russian authorities, experts at the Africa Studies Institute frequently say, and warmheartedly admit that things have slow with Russia’s return to Africa.
Most Africans prefer to study foreign languages to ensure smooth participation in interstate activities such as trade and in order to maintain relationships with people abroad. Foreign countries, for example, Britain, the United States, European countries and now China, are their traditional favourites. There are always interactive programmes and cultural activities throughout the year operated by foreign missions and NGOs.
Interpreted from different perspectives, Russia has not been a major economic giant in Africa compared to Western and European countries and China. Due to this historical truth, Africans have little interest in studying the Russian language and its culture. The Russian language itself does not sound attractive in terms of its economic opportunity, and therefore, Africans prefer to study languages that readily offer opportunities. China is making huge contributions to the continent, and this has made Africans see the need to understand the language in order to have better interaction with them.
The obvious worst-case scenario is that the Russian government has not created the necessary conditions and reasons to study the language simply because it has little influence in the continent. Besides that, the trade and commercial links between Russia and Africa are quite negligible, so there is no desperate demand for the Russian language for businessmen. Admittedly, Russia is not a welcoming holiday destination for African elites and the middle class, which is twice the total population of Russia and constitutes 40% of the 1.3 billion population of Africa. Travel and tourism is an increasingly huge business, and the unique geographical landscapes and changing attractiveness of Moscow, St Petersburg and Sochi – are unknown to the African elite and the growing middle class.
With the current evolving political and cultural processes, the West and Europe will still have a strong classical grip on Africa, influencing everything first from culture and tourism and moving onward to politics and economics. Perhaps, Russia has to play the correct strategic openness and welcome African travellers, tourists and visitors. Closing doors in these critical times might negatively distract Africa’s support for Russia.
The worrying tendency is that Rossotrudnichestvo, an agency under the Ministry of Foreign Affairs of the Russian Federation, pays little attention to educational and cultural questions in Africa, compared to its assertive counterparts – USAID, Alliance Française de France, The Goethe Institute, British Council, Instituto Cervantes that operate throughout the world.
Another Russian organization – Russkiy Mir Foundation, which is directly responsible for promoting the Russian language and culture abroad, does extremely little in sub-Saharan Africa. In addition, cultural officers work in all 38 Russian embassies in Africa.
Russia appears quite removed from Africa’s development issues, it is only mentioned in limited areas like weapons and military equipment supplies to French-speaking West Africa. Nowadays, China is being viewed as a strong strategic partner in Africa, given its (China’s) strong footprints in diverse economic sectors. China has more than 20 Confucius Centers and a party school in Africa. Western and European, and China support civil society, youth programmes and women’s issues – these are completely not on Russia’s radar.
Russia allegedly allows its own ‘cancel culture’ and significantly not by the United States and its European allies. In practical terms, creating a multipolar system deals largely with cultural and social orientation, it deals with public perceptions through openness and friendliness. At this new historical reawakening stage, Russia has reviewed itself and tried to focus on building relations, both with substance, trustful and refined approach and strategically engaging with civil society, youth organizations and non-state institutions in Africa.
By and large, Russia has to intensify its people-to-people connections, soft power and cultural diplomacy with Africa. There is a huge cultural gap in new thinking, working with young professionals and associations to promote people-to-people diplomacy through business links, cultural exchanges and competitions. As Russia charts loudly for the multipolar system, this has to reflect in its current foreign policy and approach, especially towards the developing world, in Latin America, Asia and Africa.
Late October, during the final plenary session of the 19th meeting of the Valdai Discussion Club, the focus was on matters related to the changing geopolitics and civilisation diversity, the new world order and its future developments. Under the theme, A Post-Hegemonic World: Justice and Security for Everyone, the four-day-long interactive meeting brought academic experts and researchers, politicians, diplomats and economists from Russia and 40 foreign countries.
President Vladimir Putin discussed, at considerable length, so many controversial questions. According to him, classic liberal ideology itself today has changed beyond recognition. They predicted the end of the United States’ global dominance but fell short in proposing an appropriate Russian template – the principles and mechanisms – for realizing the lofty idea and approach to establishing a multipolar world.
Putin did not say anything about Russia becoming a power but awarded that position to China. Giants like China, India and Indonesia with large populations are showing economic growth; in Africa, large countries – some of them with a population of 200 million – are emerging and making progress, as well as countries in Latin America.
According to him, Russia still has friends around the world. He mentioned that in Central America and Africa, Russian flags are flying everywhere. “There are flags in European countries and in the United States too; we have many supporters there. By the way, a large proportion of the US population adheres to traditional values, and they are with us, we know this,” he added in his assertive conversation at the Valdai gathering.
Putin, along the line, argued that the support for multipolar order largely exists in the global south. Russia is not the enemy and has never had any evil intentions as regards the European countries and the United States. He appreciated Africa’s struggle for independence and against colonialism. These absolutely unique relations were forged during the years when the Soviet Union and Russia supported African countries in their fight for freedom.
In this context and in relation to Africa, Natalia Zaiser, Founder of the African Business Initiative Union, apparently talked about the new historical stage need to establish new or different institutions of international partnership.
Her series of questions to Putin: “Mr President, what is your vision of a new international partnership institution? Which basis of parities is Russia ready to offer at the international level? Which mechanisms, tools and personalities are needed to acquire new allies, partners and friends, not at a declarative level but at the level of unquestionable responsibility in terms of agreements? Do you think we should also change or build up other approaches within the future international partnership?”
Putin’s answer was: “We must, and we can focus on cooperation, primarily, with countries which have sovereignty in taking fundamental decisions. This is my first point. My second point is that we need to reach a consensus on each of these decisions. Third, we need to secure a balance of interests. Part of which institutions can we do this? Of course, these are primarily universal international organizations, and number one is with the United Nations.”
By Adedapo Adesanya
Social media platform, TikTok’s Chinese owner ByteDance has signed binding agreements with United States and global investors to operate its business in America.
Half of the joint venture will be owned by a group of investors, including Oracle, Silver Lake and the Emirati investment firm MGX, according to a memo sent by chief executive, Mr Shou Zi Chew.
The deal, which is set to close on January 22, 2026 would end years of efforts by the US government to force ByteDance to sell its US operations over national security concerns.
It is in line with a deal unveiled in September, when US President Donald Trump delayed the enforcement of a law that would ban the app unless it was sold.
In the memo, TikTok said the deal will enable “over 170 million Americans to continue discovering a world of endless possibilities as part of a vital global community”.
Under the agreement, ByteDance will retain 19.9 per cent of the business, while Oracle, Silver Lake and Abu Dhabi-based MGX will hold 15 per cent each.
Another 30.1 per cent will be held by affiliates of existing ByteDance investors, according to the memo.
The White House previously said that Oracle, which was co-founded by President Trump’s supporter Larry Ellison, will license TikTok’s recommendation algorithm as part of the deal.
The deal comes after a series of delays.
Business Post reported in April 2024 that the administration of President Joe Biden passed a law to ban the app over national security concerns, unless it was sold.
The law was set to go into effect on January 20, 2025 but was pushed back multiple times by President Trump, while his administration worked out a deal to transfer ownership.
President Trump said in September that he had spoken on the phone to China’s President Xi Jinping, who he said had given the deal the go ahead.
The platform’s future remained unclear after the leaders met face to face in October.
The app’s fate was clouded by ongoing tensions between the two nations on trade and other matters.
By Kestér Kenn Klomegâh
Despite the complexities posed by Russia-Ukraine crisis, United States has been taking conscious steps to improve commercial relations with Russia. Unsurprisingly, Russia, on the other hand, is also moving to restore and normalise its diplomacy, negotiating for direct connections of air-routes and passionate permission to return its diplomats back to Washington and New York.
In the latest developments, Kirill Dmitriev, Chief Executive Officer of the Russian Direct Investment Fund (RDIF), has been appointed as Russian President’s Special Envoy to United States. This marked an important milestone towards raising bilateral investment and economic cooperation. Russian President Vladimir Putin tasked him to exclusively promote business dialogue between the two countries, and further to negotiate for the return of U.S. business enterprises. According to authentic reports, United States businesses lost $300+ bn during this Russia-Ukraine crisis, while Russia’s estimated 1,500 diplomats were asked to return to Moscow.
Strategically in late November 2025, the American Chamber of Commerce in Russia (AmCham) has awarded Kirill Dmitriev, praised him for calculated efforts in promoting positive dialogue between the United States and Russia within the framework decreed by President Vladimir Putin. Chief Executive Officer of Russian Direct Investment Fund (RDIF) Kirill Dmitriev is the Special Representative of the Russian President for Economic Cooperation with Foreign Countries. Since his appointment, his primary focus has been on United States.
“Received an American Chamber of Commerce award ‘For leadership in fostering the US-Russia dialogue,’” Dmitriev wrote on his X page, in late November, 2025. According to Dmitriev, more than 150 US companies are currently operating in Russia, with more than 70% of them being present on the Russian market for over 25 years.
In addition, Chamber President Sergey Katyrin and American Chamber of Commerce in Russia (AmCham) President Robert Agee have also been discussing alternatives pathways to raise bilateral business cooperation. Both have held series of meetings throughout this year, indicating the the importance of sustaining relations as previously. Expectedly, the Roscongress Foundation has been offered its platforms during St. Petersburg International Economic (SPIEF) for the American Chamber of Commerce (AmCham).
On December 9, Sergey Katyrin and Robert Agee noted that, despite existing problems and non-economic obstacles, the business communities of Russia and the United States proceed from the necessity of maintaining professional dialogue. Despite the worsening geopolitical conditions, Sergey Katyrin and Robert Agee noted the importance of preserving stable channels of trade and pragmatic prospects for economic cooperation. These will further serve as a stabilizing factor and an instrument for building mutual trust at the level of business circles, industry associations, and the expert community.
The American Chamber of Commerce (AmCham) will be working in the system of the Chamber of Commerce and Industry (CCI) in the Russian Federation, which currently comprises 57,000 legal entities, 130 regional chambers and a combined network of representative offices covering more than 350 points of presence.
According to reports obtained by this article author from the AmCham, promising sectors for Russian-American economic cooperation include healthcare and the medical industry, civil aviation, communications/telecom, natural resource extraction, and energy/energy equipment. The United States and Russia have, more or less, agreed to continue coordinating their work to facilitate the formation of a more favorable environment for Russian and American businesses, reduce risks, and strengthen business ties. Following the American-Russian Dialogue, a joint statement and working documents were adopted.
By Kestér Kenn Klomegâh
The Executive President of the Indian Business Alliance (IBA), Sammy Manoj Kotwani, discusses the landmark moment in deepening Russian-Indian collaboration. Kotwani explains the groundbreaking insights into President Vladimir Putin’s working visit to India, the emerging opportunities and pathways for future cooperation, especially for the two-sided economic collaboration. Follow Sammy Manoj Kotwani’s discussions here:
Interpretation of the latest development in Russian-Indian relations
From my viewpoint in Moscow, this visit has effectively opened a new operational chapter in what has always been described as a “Special and Privileged Strategic Partnership.” It did not just reaffirm political goodwill; it translated that goodwill into a structured economic roadmap through Programme 2030, a clear target to take bilateral trade to around USD 100 billion by 2030, and concrete sectoral priorities: energy, nuclear cooperation, critical minerals, manufacturing, connectivity, fertilizers, and labour mobility.
On the ground, the business community reads this summit as a strong signal that India and Russia are doubling down on strategic autonomy in a multipolar world order. Both sides are trying to de-risk their supply chains and payment systems from over-dependence on any single centre of power. This is visible in the focus on national currencies, alternative payment mechanisms, and efforts to stabilise Rupee–Ruble trade, alongside discussions on a Free Trade Agreement with the Eurasian Economic Union and the reinforcement of corridors like the INSTC and the Chennai–Vladivostok route.
In short, my interpretation is that this summit has moved the relationship from “politically excellent but structurally imbalanced” towards a more diversified, long-term economic framework in which companies are expected to co-produce, co-innovate, and invest, not just trade opportunistically.
Significance of the visit for Indian business in Russia and for the Indian Business Alliance (IBA)
For Indian business operating in the Russian Federation, the visit has three immediate effects: confidence, clarity, and continuity. Confidence, because Indian entrepreneurs now see that despite external pressure, New Delhi and Moscow have explicitly committed to deepening economic engagement—especially in energy, fertilizers, defence co-production, nuclear, and critical minerals—rather than quietly scaling it back.
Clarity, because the summit outcomes spell out where the real opportunities lie:
Energy & Petrochemicals: Long-term crude and LNG supply, but also downstream opportunities in refining, petrochemicals, and logistics, where Indian EPC and service companies can participate.
Pharmaceuticals & Medical Devices: Russia’s import substitution drive makes high-quality Indian generics, formulations, and even localized manufacturing extremely relevant.
IT, Digital & AI: There is growing appetite in Russia for Indian IT services, cybersecurity, and digital solutions that are not dependent on Western tech stacks.
Fertilizers, Agro & Food Processing: New joint ventures in fertilizers and agriculture supply chains were explicitly flagged during and around the summit, which is important for both food security and farm incomes.
Continuity, because the Programme 2030 framework and the expected EAEU FTA give businesses a medium-term policy horizon. Tariff reductions, improved market access and predictable regulation are precisely what Indian SMEs and mid-sized companies need to justify long-term investments in Russia.
For the Indian Business Alliance (IBA), this inevitably means more work and more responsibility. We already see increased incoming requests from Indian firms—from large listed companies to first-time exporters—asking very practical questions: Which Russian region should we enter? How do we navigate compliance under the sanctions environment? Which banks are still handling Rupee–Ruble or third-currency settlements? How can we structure joint ventures to align with Russia’s import substitution goals while protecting IP and governance standards?
IBA’s role, therefore, becomes that of economic diplomacy in action: translating high-level summit language into actual B2B meetings, sectoral delegations, regional partnerships, and deal-making platforms such as the India–Russia Business Dialogue in Moscow. This visit will undoubtedly stimulate and intensify IBA’s work as a bridge between the two ecosystems.
India’s current economic presence in the Russian Federation
If we look beyond the headline trade figures, India’s economic presence in Russia today is significant, but not yet commensurate with its potential. Bilateral trade has grown sharply since 2022, largely on the back of discounted Russian oil and coal, making India one of Russia’s top energy customers. However, the structure is still heavily skewed: Russian exports to India dominate, while Indian exports and investments in Russia remain relatively modest and under-diversified.
On the ground in Moscow and across the regions, we see several strong Indian footholds:
Pharmaceuticals: Indian pharma is well-established, respected for its affordability and quality, and poised to deepen localization in line with Russian import substitution policy.
Tea, Coffee, Spices & Food: Traditional segments with deep historical roots, now expanding into ready-to-eat, wellness, and ethnic food categories.
IT & Services: Still under-represented, but with growing interest as Russian entities look for non-Western software, integration, and outsourcing partners.
Diamonds, Textiles, Apparel, and Light Engineering: Present but fragmented, with enormous room to scale, especially if logistics and payment challenges are addressed.
Where India is still behind is on-the-ground investment and manufacturing presence compared to countries like China. Russian policymakers today are clearly favouring investors who help them achieve technological sovereignty and local value addition. For serious Indian companies willing to commit capital, adapt to Russian standards, and accept the complexities of the current environment, this is a period of unusual opportunity. For purely transactional players looking for quick arbitrage, it is becoming progressively harder.
So, I would characterise India’s economic presence as: strategically important, quickly growing in value, but still under-leveraged in terms of depth, diversification, and localization.
Geopolitical pressure from Washington and future predictions
Pressure from Washington—through sanctions, secondary sanctions risk, financial restrictions, and now even tariff measures linked to India’s energy purchases from Russia—is undoubtedly a real and continuing challenge. It affects everything from shipping insurance and dollar transactions to technology transfers and the risk appetite of global banks. In practical terms, it can complicate even a simple India–Russia trade deal if it touches a sanctioned bank, vessel, or technology.
However, my own assessment, based on 35 years of living and working in Russia, is that this pressure will not fundamentally derail India–Russia friendship, but it will reshape how the relationship functions. India’s foreign policy is anchored in strategic autonomy; it seeks strong ties with the United States and Europe, but not at the cost of abandoning a time-tested partner like Russia. Russia, for its part, sees India as a crucial Asian pole in an emerging multipolar world order and as a long-term market, technology partner, and political counterpart in forums like BRICS, SCO, and the G20.
Looking ahead, I see a few clear trends:
Normalization of alternative payment and logistics systems
We will see more institutionalised use of national currencies, alternative messaging systems, regional banks outside the direct sanctions line, and maybe even digital currencies for specific corridors. Rupee–Ruble trade mechanisms that are today seen as “workarounds” will gradually become part of the normal infrastructure of bilateral commerce.
Shift from pure trade to co-production and joint innovation
To reduce vulnerability to sanctions, both sides will push for manufacturing in India and Russia rather than simple exports: defence co-development, localized pharma and medical devices, high-tech and AI collaborations, and joint ventures in critical minerals and clean energy.
Greater role for regions and business associations
Regional governments in Russia (Far East, Arctic regions, industrial hubs) and Indian states will increasingly drive project-level cooperation, supported by platforms like IBA. This “bottom-up” economic diplomacy will make the relationship more resilient than if it relied only on central governments.
Managed balancing by India
India will continue to deepen technology and investment ties with the West while maintaining energy, defence and strategic cooperation with Russia. The challenge will be to manage U.S. and EU expectations without compromising its core national interests. My prediction is that India will stay firm on this course of balanced engagement, even if it means occasional friction with Washington.
In essence, external pressure may complicate the methods of Indo-Russian cooperation, but it is unlikely to overturn the foundations of trust, mutual interest, and long-term complementarity that have been built over decades.
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