Russia's Pushkin Card programme breaks records with 1.1 million new users in January 2026
Russia's Pushkin Card programme has seen a sharp rise in popularity among young people. In January 2026 alone, over 1.1 million new cards were issued, bringing the total to more than 5.4 million. The initiative, aimed at making cultural activities more affordable for those aged 14 to 22, continues to expand under VTB's management.
The Pushkin Card provides an annual 5,000-ruble subsidy for cultural spending, with up to 2,000 rubles allocated for cinema tickets. Since VTB took over the programme in late 2024, participation has surged. By early 2025, issued cards jumped by over 50% compared to the previous year, rising from around 2.5 million to roughly 4 million. Total spending also doubled, reaching approximately 15 billion rubles.
In January 2026, young people used the cards to buy more than 3.8 million tickets, with total expenditures exceeding 2.2 billion rubles. The Far East saw particularly strong engagement, with 217,000 applications submitted across the region. Khabarovsk Krai ranked among the top three areas, contributing 36,700 applications. In 2025, residents of the Far East spent 545 million rubles through the programme.
VTB officially became the operating bank for the Pushkin Card on January 1, 2026. The government's continued funding and VTB's marketing efforts have helped drive the programme's growth, making cultural events more accessible to young Russians.
The Pushkin Card's rapid expansion reflects its growing importance in supporting youth access to culture. With millions of tickets purchased and billions spent, the programme has become a key part of Russia's cultural policy. VTB's involvement and the government's annual subsidies ensure its continued reach across the country.
