Moscows Cultural Diplomacy: Expanding Influence Through Russian Houses in Africa

The curtains were closed, chairs arranged, and a projector was lowered. Over 30 individuals filled the bustling room as a video began to play.

The video narrated a story that has long been told in Moscow: the “reunion” of Crimea with Russia in 2014, emphasizing the local support for this annexation and portraying the region as a sought-after tourist haven.

For many attendees, the geopolitical dynamics surrounding Russia’s conflict with Ukraine seemed distant from their daily lives. However, at this local branch of the Russian cultural agency, known as the Russian House, situated in the capital of Mali, what mattered was ensuring that patrons absorbed the Kremlin’s perspective on the situation.

As Russia’s extensive invasion of Ukraine enters its fourth year, Moscow is increasingly focused on building alliances and gaining support in non-Western nations.

Africa has become the epicenter of this strategy, with over a dozen so-called Russian Houses established in major cities in recent years, according to a review by the Moscow Times of press releases, social media activities, and pro-Russian outlets.

These centers play a vital role in Russia’s diplomatic and cultural outreach to countries outside the West, a campaign that critics argue amounts to disseminating pro-Russian propaganda.

“The surge in Russian Houses we’re witnessing is part of a broader geopolitical strategy that Russia is pursuing,” stated Joseph Siegle, a senior research associate at the University of Maryland’s Center for International and Security Studies, in a conversation with The Moscow Times.

During the Russia-Africa Expo in October, the leader of Rossotrudnichestvo, the Russian cultural agency in charge of this initiative, noted that the organization was seeking to expand its presence and had “finalized agreements” to establish 14 Russian Houses in various African nations.

The Moscow Times discovered that official and «partner» Russian Houses are either operational or set to launch in at least 22 African countries, yet none of these nations’ embassies in Washington responded to requests for comments.

Many of these cultural centers trace their roots back to Soviet-era outreach initiatives.

“Frequently, they are located in the same buildings that housed them during the Cold War,” explained Ivan Klyszcz, a research fellow at the International Center for Defense and Security in Tallinn, Estonia.

Often, these institutions were intended to showcase national achievements, a goal “that still underlies all Russian public relations and diplomacy messaging, particularly through these venues,” Klyszcz added.

It comes as no surprise that some of the most well-developed Russian Houses are located in major cities of historical allies, such as Egypt and Tanzania.

However, the establishment of a Russian cultural center can also signal a warming of diplomatic relations.

In recent years, there has been a flurry of agreements with Sahel countries like Burkina Faso, Mali, and Chad, as well as sub-Saharan nations such as Equatorial Guinea and the Central African Republic.

Yevgeniya Tikhonova, head of the Russian House in Ouagadougou, Burkina Faso, informed The Washington Post that the organization aims “to convey that Russians are not aggressors but rather here to assist and be welcoming.” She asserted that the organization is funded privately.

Burkina Faso, along with other Sahel nations, shifted its foreign policy after a military coup ousted the pro-French government in late 2022, allowing Russia to step in with promises of humanitarian and military assistance.

In Equatorial Guinea, the announcement of a new partner Russian House’s establishment in late 2024 was preceded by reports of the Kremlin dispatching as many as 200 military advisors to the nation, allegedly to train the personal guards of Teodoro Obiang Nguema Mbasogo, the long-standing authoritarian leader of the country.

“Russia isn’t seeking to expand its influence through conventional means like investment or trade; instead, it employs asymmetric methods to elevate its status,” indicated Siegle. “In that regard, Russia has succeeded in gaining influence.”

While Moscow strives to attract allies through military and political support, experts noted that Russian Houses provide alternate incentives.

The concept of a Russian House—facilitating a nation’s cultural presence abroad—has parallels in other countries; for instance, China’s Confucius Institute, Britain’s British Council, and Germany’s Goethe-Institut, each of which operates numerous centers.

In comparison, the footprint of Russian Houses is relatively modest, with Rossotrudnichestvo claiming operation of 87 “foreign missions” across 71 countries.

While the cultural centers aim to promote a Russian viewpoint on current issues, that isn’t always their primary focus.

According to Rossotrudnichestvo, its main objective is to enhance “Russia’s humanitarian influence worldwide.”

Available resources suggest that this is mainly achieved through language courses, organizing events about Russian literature and history, and promoting the arts.

For instance, the Russian House in Alexandria, Egypt, frequently hosts musical and theatrical performances. Last year in Tunisia, 400 local students took part in an exhibition focused on science and robotics, and many centers regularly hold chess competitions.

One of the most attractive aspects of these cultural centers is their guidance on studying in Russia, often facilitated by scholarships.

This month, Primakov, the head of Rossotrudnichestvo, announced that the government would sponsor over 5,000 African students to attend universities in Russia.

Siegle emphasized that educational opportunities are significant motivators for locals to engage with these organizations. “For Africa, where young people face limited educational prospects, scholarships and educational opportunities are very well received,” he remarked. “These have been positively embraced in Africa.”

However, efforts to attract young Africans to Russia have drawn criticism from some analysts, who argue that cultural and diplomatic outreach may be linked to job placements related to Russia’s military efforts.

Philani Mthembu, director of the Institute for Global Dialogue in Pretoria, South Africa, remarked that people from the region are drawn to Russia for various reasons.

Some hold fond memories of their countries’ historical ties with the Soviet Union, which positioned itself as a supporter of decolonization in Africa. Others appreciate Russia’s perceived strength on the global stage and its sustained status as a key player, particularly in light of the ongoing invasion of Ukraine.

For Mthembu, the surprise over Russia’s ability to forge new connections reflects misconceptions among Western officials regarding their African counterparts.

In a recent discussion, Mthembu recounted an exchange where a European Parliament member asked, “Why would anyone be interested in Russia? It’s a dictatorship, not a sophisticated economy,” and similar sentiments.

Mthembu countered that this exemplified the official’s “blind spot.”

“To assume that [Russia] would hold no appeal to those in a continent where full sovereignty is often lacking, where people are advocating for a more prominent role of the state due to its minimal presence…”

He chose to leave that thought unfinished.

“In other regions of the world,” he concluded, “the context is quite different.”