Why are Candace Owens, Tate Brothers, other American celebrities in Russia? What do their visits say about Putin’s strategy? | Today’s news
A small group of American influencers, commentators and public figures found themselves at the center of a debate over Russia’s global image after appearing at or near the country’s flagship economic gathering, the International Economic Forum in St. Petersburg.
The presence of Candace Owens, Rodney Mims Cook Jr. and influencers Andrew Tate and Tristan Tate in particular, has made headlines as it comes at a time when Russia remains under extensive Western sanctions and continues to wage war in Ukraine.
What is SPIEF and why does it matter?
SPIEF is Russia’s main economic and investment conference, held annually in St. Petersburg. Often compared to the World Economic Forum in Davos, the event brings together government officials, business leaders, academics and public figures from around the world.
For the Kremlin, however, the forum serves a broader purpose than economics. It offers President Vladimir Putin a platform to showcase Russia’s international partnership and counter the perception that the country has become isolated following the invasion of Ukraine.
According to Russian officials, this year’s event attracted thousands of participants from more than 100 countries.
Why do American visitors attract attention?
The significance of the visits lies less in who attends them and more in the message their presence sends.
Russia has spent years facing diplomatic isolation from much of the West. The emergence of recognizable American figures allows Russian officials and state media to emphasize continued cooperation with US citizens despite political tensions.
Analysts say images of Americans touring Moscow, participating in discussions and speaking positively about Russian culture can be used domestically to bolster the argument that Russia remains globally relevant and attractive to foreign visitors.
Candace Owens’ signature look
Among the American guests, Owens emerged as one of the most visible participants.
The conservative commentator and podcaster participated in SPIEF discussions focused on family values and cultural issues. During her visit, she praised Moscow’s architecture, churches and public spaces, while arguing that many Americans have an outdated perception of Russia.
Her comments received extensive coverage in the Russian media and were amplified on social media, making her one of the most discussed foreign participants in the forum.
Owens said she funded the trip herself and did not receive Russian funding.
Rodney Mims Cook Jr. and questions in Washington
Another notable participant was Rodney Mims Cook Jr., chairman of the American Commission on Fine Arts.
Cook participated in cultural discussions and spoke about artistic and architectural ties between Russia and the United States. Russian officials portrayed his presence as evidence of continued dialogue between the two countries.
His attendance also raised questions in Washington after US Secretary of State Marco Rubio said he was not aware of an official US delegation attending the forum.
The episode highlighted uncertainty about whether Cook’s appearance should be seen as a cultural visit or a sign of wider engagement.
Visit of the Tate brothers in Moscow
Although Andrew and Tristan Tate did not attend SPIEF, their presence in Russia attracted considerable attention.
The brothers, who command millions of online followers, shared videos and photos from Moscow, including visits to monuments, churches and public spaces.
Representatives for the Tates said they traveled to better understand life in Russia and were not paid for the visit.
Their arrival has sparked significant online discussion, as both brothers are influential voices in the conservative and “manosphere” communities and have built large audiences by promoting traditional masculinity and anti-establishment views.
What does this mean for Putin?
For Putin, the value of such visits is largely symbolic.
The Russian leadership sought to show that sanctions and diplomatic pressure did not cut the country off from the rest of the world. High-profile foreign visitors help reinforce this narrative, especially when they come from the United States.
The performance also provides material for Russian state media to show foreign guests as evidence that Russia continues to attract international interest despite geopolitical tensions.
Analysts note that the impact on American public opinion is likely to be limited. More important, however, may be visits inside Russia, where they can be presented as evidence that Western figures are still willing to engage in the country.
A changing form of influence
The episode also reflects a broader shift in how governments seek international attention.
Where economic forums were once dominated by politicians, diplomats and corporate executives, today’s gatherings increasingly feature podcasters, influencers and online personalities with audiences that rival traditional media organizations.
Their presence at Russia’s leading economic event illustrates how influence is no longer exercised only through diplomacy or trade. Social media figures are now increasingly playing a role in shaping perceptions, narratives and political conversations across borders.
For Moscow, attracting such figures offers an opportunity to project normality and international engagement. The route gives visitors access to one of the most politically controversial and contentious countries in the world.
Whether the visits will change global perceptions of Russia remains uncertain. But they highlight how modern geopolitics increasingly intersects with online influence, culture and media visibility.
Read also | Zelenskyy says Russia is ‘choosing war again’ after Putin rejects meeting
