In this article, the phenomenon of the 'Russian gaze,' which has become an unexpected global trend at the start of 2026, is examined. Based on an analysis of publications in the media, social networks, and expert commentary, the nature of this phenomenon, its cultural roots, and its mechanisms of spread are reconstructed. Special attention is paid to the paradoxical nature of the situation: at a time when Western countries are attempting 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 foreigners' attempts to master the elusive specifics of the Russian facial expression.

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