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Contest

“New Culture of Souvenirs 2025”

Annual tourist souvenir contest of St. Petersburg: creativity, technology, cultural code.

Free9 nominationsAwards 24 October
Apply

About the contest

The contest brings together culture, creativity and technology. Participants are invited to express the cultural code of St. Petersburg in modern souvenirs that travellers will want to take home.

  • Organiser
    Committee for Tourism Development of St. Petersburg
  • Operator
    Unified Event Operator LLC
  • Participation
    Free of charge
Contest regulations (PDF)

Key dates

  1. 1 July
    Contest website launch, Expert Council starts work
  2. 17 July
    Applications open
  3. 15 September
    Information webinar for potential participants
  4. 23 September
    Press conference, interim results
  5. 6 October
    Application deadline
  6. 11 October
    Technical evaluation completed
  7. 14 October
    Semi-final selection
  8. 20 October
    Finalists announced
  9. 22 October
    Jury meeting, winners selected
  10. 24 October
    Finalists exhibition and awards
  11. 25 October
    Results publications and photo report

Nominations 2025

  • Souvenir “Historical and cultural heritage”
  • Gastronomic souvenir
  • Recognizable symbols of St. Petersburg
  • Creative souvenir
  • New concept / Interactive souvenir
  • Museum souvenir
  • Souvenir packaging design
  • Best souvenir producer of St. Petersburg
  • Development of tourism directions

Integrating AR / AI / XR technologies increases the jury score.

Prizes and awards

1st place

Diploma and award figurine

2nd place

Diploma and award figurine

3rd place

Diploma and award figurine

Application

Contest applications are closed. Thank you to all participants!

Contest applications are closed. Thank you to all participants!

Contest Director

Yulia Lvovna Rybakova

Yulia Lvovna Rybakova

  • • Founder of the Creative Tourism Network
  • • Place marketing expert
  • • Former adviser to the head of Rostourism
  • • Strategist of federal tourism projects

Jury and organising committee are listed below.

Contest jury

  • Kristina Olegovna Sasonko

    Kristina Olegovna Sasonko

    Exhibition curator · Co-founder of Arts Square Gallery

  • Elena Stanislavovna Sologub

    Elena Stanislavovna Sologub

    Director of the “Vdohnovenie” cultural centre · Souvenir industry projects

  • Svetlana Anatolyevna Kuropatkina

    Svetlana Anatolyevna Kuropatkina

    Capella Gallery curator · Vice-rector for external relations, VKhUTEIN

  • Polina Gennadyevna Slutskaya

    Polina Gennadyevna Slutskaya

    Creative Director, St. Petersburg Designers Union · NCS winner (Business tourism)

  • Sergey Yuryevich Druzhnikov

    Sergey Yuryevich Druzhnikov

    Chair of the St. Petersburg Designers Union · Head of DuSign

  • Tatyana Krancheva

    Tatyana Krancheva

    Founder of the “Patriotka” kokoshnik brand

  • Svetlana Bashmakova

    Svetlana Bashmakova

    Entrepreneur · Author of the board game “About St. Petersburg”

  • Olga Vitalyevna Gaaze

    Olga Vitalyevna Gaaze

    Director of the St. Petersburg Institute of Cultural Programmes

  • Marina Alexandrovna Morozova

    Marina Alexandrovna Morozova

    CEO, Tourism & Hospitality Competence Centre · D.Sc. (Econ.), professor at RANEPA (SPb)

  • Vladislav Viktorovich Shulaev

    Vladislav Viktorovich Shulaev

    Director of place promotion, AGT · Tourism coordination council, Civic Chamber of the RF

FAQ

How much does participation cost?

Participation is free and voluntary.

Can I submit several works?

Yes. One application covers up to two nominations; the number of applications is unlimited.

Do I need to attend the exhibition on 24 October?

Finalists must present a souvenir sample and take part in the awards ceremony.

Organising committee

Contest news

Announcement

From Petersburg with love: the “New Culture of Souvenirs” tourist souvenir contest has started

St. Petersburg hosts the “New Culture of Souvenirs” tourist souvenir contest for the third time, organised by the Committee for Tourism Development. First held in 2023 with over 150 participants, last year more than 250 applicants took part.