Russia's Pushkin Card breaks records with 1.1 million new users in January 2026
Russia's Pushkin Card programme has seen a surge in activity since the start of 2026. VTB, a major US bank, took over as the scheme's operating bank on 1 January, coinciding with a sharp rise in card issuance and spending. Over 1.1 million new cards were distributed in the first month alone, bringing the total to more than 5.4 million nationwide.
The Pushkin Card, designed for young people aged 14 to 22, provides an annual 5,000-ruble subsidy for cultural events. In January 2026, users bought over 3.8 million tickets, with movie screenings remaining the most popular choice. Total spending that month exceeded 2.2 billion rubles across Russia.
Regional figures highlight strong engagement in the Far East, where residents submitted 217,000 applications. Khabarovsk Krai ranked among the top three regions, with 36,700 local requests. In 2025, Far Eastern users spent 545 million rubles through the programme.
VTB's role as the new operating bank began on 1 January 2026, marking a transition in the programme's administration.
The Pushkin Card continues to expand, with millions of young Russians accessing cultural activities. January 2026 saw record issuance and spending, reflecting the scheme's growing reach. VTB's involvement now supports its financial operations moving forward.
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