The modern world order is in the process of transformation; new formats and subjects are required to manage international interaction. The main components, for control over which there is a struggle, are intangible: culture (values), education. The BRICS alliance is considered by many researchers as globalization in Chinese style, and the alliance itself as a tool for achieving the goals of Chinese economic dominance. However, the main feature of any hegemon is the ability to offer the whole world a unified cultural agenda, which China is unlikely to do. His Belt and Road program is economic, not cultural. There is a position that China will not be the hegemon of the future, just like any other individual state. One example is the BRICS alliance, which declares the equality of partners within the alliance, the respectful attitude of participants towards each other’s goals and plans, which, in particular, is reflected in the use of tools of cultural diplomacy, where special hope is placed on non-governmental organizations. The purpose of the work is to consider the potential of non-profit non-governmental organizations in the implementation of cultural diplomacy using the example of the BRICS alliance. The scientific significance of this work lies in a new reading of the practices of cultural diplomacy, which are proposed to be applied in the field of Russian civil initiatives and non-profit organizations within the BRICS framework.
BRICS, NGOs, NGOs, cultural diplomacy, Russian civil initiative
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