Cultural crafts of Russia as a modern and in-demand product

The article discusses the possibilities of various information and educational tools for popularizing Russian culture. The experience of successful organizations in the field of positioning cultural crafts of the peoples of Russia as a modern and popular product is analyzed. As a result, it was found that information and educational technologies have great potential in the field of presenting folk crafts to a wide audience. They make it possible to show products as a standard on the domestic and foreign market. A study of the activities of such large cultural crafts enterprises as the Pavlovo Posad Shawl Manufactory and JSC Gzhel Porcelain Factory shows that the use of various tools, including the organization of exhibitions, master classes, virtual excursions, live broadcasts, interaction with famous designers contributes to the fact that the manufactured products acquire the status of a modern brand. It was revealed that information technologies help to introduce more people to the culture of folk crafts, while the presentation of folk crafts in unusual collaborations and the development of tourism products are very effective.