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This article examines the phenomenon of the "Russian gaze," which became an unexpected global trend in early 2026. Based on analysis of media publications, social media content, and expert commentary, the nature of this phenomenon, its cultural roots, and mechanisms of dissemination are reconstructed. Particular attention is devoted to the paradoxical situation: at a time when Western countries are attempting to "cancel" Russian culture, global interest in it not only does not fade but acquires new, viral forms. Accompanying trends are also analyzed: the fashion for "Slavic chic" in clothing, the popularity of Russian music abroad, and foreigners' attempts to master the elusive specificity of the Russian facial expression.

In this article, the phenomenon of the 'Russian gaze,' which has become an unexpected global trend at the beginning of 2026, is examined. Based on an analysis of publications in the media, social networks, and expert commentary, the nature of this phenomenon, its cultural roots, and its mechanisms of spread are reconstructed. Particular attention is paid to the paradoxical nature of the situation: at a time when Western countries are trying to 'cancel' Russian culture, interest in it worldwide not only does not fade but also takes on new, viral forms. Also analyzed are the accompanying trends: the fashion for 'Slavic chic' in clothing, the popularity of Russian music abroad, and attempts by foreigners to master the elusive specifics of the Russian facial expression.