ИСТИНА

With the BRICS expansion, future cooperation among member states has become a complex issue. While economic and political partnerships are central to the BRICS+, cross-cultural projects are a powerful tool to build bridges between civil societies and create a more fertile ground for economic integration. Despite the active development of institutional mechanisms, there is a significant problem of low awareness of the BRICS cultural projects among the civilian population of the member countries. According to the researchers, few people know about the cultural projects of the BRICS in the member countries themselves. The main ideology behind this union requires understanding the cultural authenticity of the BRICS members not just in the minds of the delegation heads but, what is even more important, by the citizens of these countries. Therefore, systemic media support and comprehensive strategy of popularization of BRICS cultural initiatives among the wider public at the national level are to be implemented.