New Russian cuisine in the aspect of territorial branding

Today, local products and traditional cuisines are an important tool in promoting the regions, which bring income to the territory and promote the region in foreign markets. The formation of a successful brand popularizes the territory, has an informational, emotional, and psychological impact on tourists and residents, thereby forming a positive image. The article considers the possibility of using new Russian cuisine within the framework of territorial branding. The relevance is due to the growing popularity of various types of cuisines, the promotion of regional dishes and individual ingredients to foreign markets. In the absence of in-depth scientific research on the “new Russian cuisine” direction, the article presents an analysis of the opinions of representatives of the professional environment. The paper also analyzes the regions of Russia in terms of branding individual local products. The purpose of the study is to explore the possibilities of using the concept of new Russian cuisine as a potential territorial brand. The scientific novelty of the study lies in the determination of the essential characteristics of the new Russian cuisine, the brand of the territory; the prospects for using the concept of new Russian cuisine as a territorial brand are revealed.