Mechanisms of soft power implementation through Generation Z lifestyle brands are expressed in the export of cultural codes and visual narratives via everyday consumption. Russian brands such as Pims, “Zolotoye Yabloko”, LIME and “Kofemania”, which have entered the UAE market, contribute to shaping g a positive image of Russia among the youth. Generation Z acts as a transnational agent of cultural diplomacy, using digital platforms to disseminate aesthetic and value-based orientations. These brands become informal channels of influence, reflecting urban identity. This model of soft power is rooted not in institutions but in networked and affective mechanisms, making it particularly effective in a globalized digital environment.
soft power, Generation Z, lifestyle brands, UAE, Russia, branding, cultural export, youth consumption