This article examines the phenomenon of the 'Russian look', which became an unexpected global trend at the beginning of 2026. Based on analysis of publications in the media, on social networks, and expert commentary, the nature of this phenomenon, its cultural roots, and mechanisms of dissemination 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 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.

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