Russian Messenger MAX Expands Cultural Access for Benefit Recipients
From February 22 to March 1, eligible citizens can enter museums and theaters using a digital ID inside the MAX app.
From February 22 through March 1, a nationwide campaign titled “Kultura po MAXimumu” (Culture to the MAX) is underway across Russia. Citizens eligible for social benefits can visit cultural institutions free of charge or on preferential terms by presenting a digital ID within the MAX (national messenger app) platform.
Entry via QR Code
Participation is organized through the national messenger MAX. To enter a museum, theater or concert venue, visitors open their digital ID in the app and display a QR code at the entrance.
The campaign includes cultural institutions in all regions of Russia. Free or discounted access is available to people with disabilities, students, pensioners and members of large families.
Digital Support
Culture Minister Olga Lyubimova highlighted the significance of the initiative.
Information about participating events is available on the Kultura.RF website and on the websites of regional culture ministries.
Chatbot and Incentives
Starting February 25, a chatbot titled “Kultura po MAXimumu” will go live inside MAX. It will log visits through photos of recognizable objects within participating venues.
Participants who visit the highest number of venues in their region and submit confirmation through the chatbot will receive prizes. The campaign links cultural programming with digital identification tools and user feedback mechanisms.
