Russia is actively expanding its soft power in Georgia through cultural diplomacy and language promotion, highlighted by two 2026 visits from Special Representative Mikhail Shvydkoy. Moscow has intensified efforts to promote Russian culture and language via theater, concerts, and educational programs, aiming to foster narratives of shared history and closer ties.
The Russian Interests Section at the Swiss Embassy in Georgia has prioritized Russian language promotion, organizing events and competitions. This assertive campaign has provoked significant backlash within Georgia, including protests against Russian-language events and criticism from civil society figures who perceive it as a political influence tool from an occupying state. Russian Foreign Ministry spokesperson Maria Zakharova condemned protesters as "extremists," asserting the Russian language's integral role in Georgian culture. Despite these efforts, Russian language proficiency is declining among younger Georgians, with only 18% having advanced knowledge in 2024. Moscow seeks to leverage Georgia's changing political environment to restore its cultural influence.
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