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This article examines the phenomenon of the "Russian gaze," which became an unexpected global trend at the beginning of 2026. 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 diffusion are reconstructed. Special attention is paid to the paradoxical nature of the situation: at the moment when Western countries are trying to "cancel" Russian culture, interest in it worldwide not only does not fade but takes on new, viral forms. The accompanying trends are also analyzed: the fashion for "Slavic chic" in clothing, the popularity of Russian music abroad, and foreigners' attempts to master the elusive subtleties of the Russian facial expression.