Khabarovsk Brands Gain a New Digital Promotion Tool
As Russia’s economy continues to digitize at speed, regional authorities are increasingly turning to e-commerce and digital platforms as practical tools to support local small and medium-sized businesses. A recent example is the launch of the “Made in Khabarovsk Krai” brand on digital marketplaces.
Made in Khabarovsk Krai
The project’s technology partner is the regional IT company Anvost. It developed a dedicated marketplace platform of the same name for entrepreneurs and self-employed sellers, through which products branded “Made in Khabarovsk Krai” are promoted. Both the platform itself and the goods sold through it are produced locally.
In 2025, around 100 local entrepreneurs joined the “Made in Khabarovsk Krai” initiative. Their product range is broad, spanning seafood, apparel, cosmetics, and health-related goods.
In practical terms, the project operates as a public–private partnership. Participants receive not only marketing tools via the My Business support center, but also access to preferential loans at 7.2%, lowering barriers to entry into federal and international markets. The initiative is implemented as part of Russia’s national project “Data Economy and Digital Transformation of Government.”
Borders Are Fading
Unlike traditional offline fairs and exhibitions, a digital storefront removes geographic constraints, allowing producers to scale their offerings across Russia. This is especially significant for hard-to-reach regions such as the Far East, where high logistics costs and a limited local market have historically slowed business growth.
“We are glad to be part of the ‘Made in Khabarovsk Krai’ project and to support local producers not just in words, but through real digital tools. Anvost offers entrepreneurs free listings, advertising support, and a full-featured online marketplace with payment and delivery, helping regional brands find customers across Russia,” said Anton Vorobyov, the company’s director.
Offline and Online
Khabarovsk Krai already has experience promoting local products beyond the Far East. Regional seafood is sold in Moscow, other goods are available on Wildberries and Ozon, and now the new platform will make them accessible to millions of consumers nationwide. Looking ahead, the next step is entry into international markets, primarily in the Asia-Pacific region, where Russian products, especially in healthy nutrition and natural cosmetics, are attracting growing interest.
The Khabarovsk initiative aligns with a broader national strategy. The Growth Platform program run by the Agency for Strategic Initiatives and the Russian Venture Company has already brought together more than 400 brands from 21 regions, helping them enter marketplaces such as Wildberries and Russ. International promotion also matters: Made in Russia festivals in Moscow and Harbin have demonstrated that combining offline showcases with online sales can be effective.
A Growing Trend
The linkage of government, digital platforms, and manufacturers is creating a sustainable model in which small businesses gain access to infrastructure previously available only to large corporations. Similar regional digital storefronts already operate in Tatarstan, Krasnodar Krai, and other regions, underscoring the systemic nature of this shift.
By 2027–2028, the most successful practices could form the basis of a federal standard for supporting regional brands through digital channels. Russia’s digital economy is increasingly becoming a development tool for small businesses in peripheral regions, and this trend is expected to strengthen.
