From becoming an engineer to becoming a tour guide, Russian Ado has been rooted in China for more than a decade, using fluent Chinese to build a bridge for cultural exchange between China and Russia.
Recently, this "internet celebrity guide" who gained fame on the Chinese internet for explaining Soviet red tourist spots shared his profound observations on Sino-Russian tourism, history, and economics with the Guancha Network. In his view, despite the high level of mutual trust between the two countries' leadership, there is still a need to deepen pragmatic cooperation at the grassroots level. Looking ahead, he candidly admitted that Sino-Russian trade "has bright prospects but many details," and keeping one's selfhood while maintaining an open mindset is always the key to bridging gaps.
Russian Internet celebrity guide Ado
[Interviewer/Observer Network Winter晓]
Observer Network: When did you start working as a guide? How well do you speak Chinese? Was it specifically studied?
Ado: I majored in cybernetics in university—many people don't understand what this major is, so I tell them it's mathematics. After graduation, I worked in a factory for two years. Just when the 1998 financial crisis hit, I was forced to leave and became a guide. I really like this job because it allows me to meet different people and communicate with them, which is a great learning opportunity.
My Chinese is learned in my spare time. During university, I would go to Chinese classes twice a week. Later, I lived in China for many years—eight years in Guangdong, eight years in Yiwu and Hangzhou combined, making it sixteen years in total, and I also studied at Shandong University for a year.
For a guide, language skills are very important. There are two extremes in this profession. One situation is where some guides with insufficient language skills simplify the content during their explanations, making the entire explanation seem shallow and lacking substance. Another situation is where the guide has learned the language very professionally, and the content they explain becomes overly rigorous and rigid, making it difficult for others to understand, causing the tourists to feel particularly bored.
Striking a balance between these extremes is not easy. Additionally, organizational skills must be strong. For example, I might personally enjoy a movie and focus on every shot, thinking each shot is very important, and I hope others can appreciate it just like I do and share the details I discover. But the other person may not be interested in these contents. Therefore, during the process of being a guide, one must learn to control their excessive desire to express themselves. Others may not have heard much about Russian history unless they have specifically studied or researched it; speaking too much can反而 make them feel uninterested. The same principle applies when Russian tourists visit Beijing or Shanghai—if the guide talks too much, they will also feel bored.
In addition, a guide who handles both inbound and outbound tours must have a high IQ and EQ, able to quickly identify what guests want to hear and what they don’t, and know when to stop talking if they aren’t interested.
Observer Network: You have over 430,000 followers on Douyin and nearly 190,000 on Bilibili. Why did you choose to become an influencer and share Russian culture through short videos? Your videos not only introduce tourist spots but also include a lot of historical knowledge. How do you balance the practicality and entertainment of your video content?
Ado: I developed in China after working as a guide for a period of time. At that time, I was doing well in China. However, after Crimea was returned to Russia in 2014, continuous sanctions were triggered, followed by currency devaluation, and I couldn't continue my business, so I had to return to Russia and spent many years training tour guides, with many of my students becoming guides.
The limitations of this job are numerous, often affected by external environments such as inconvenient transportation or tired and hungry tourists, making it impossible to give perfect explanations. Initially, I started doing self-media to package the knowledge I knew and present a relatively complete version.
It is important to maintain balance in self-media work, requiring adaptability and the ability to overcome external interference. Fans will express what they like and dislike, and many people’s first reaction is to change according to the fans' opinions. But this is not always the case; some companies continuously cater to consumers and still fail in the end. So it is essential not to lose oneself. I know what I like and what is suitable to talk about. Of course, I will take some suggestions from fans, but in large part, I must stay true to myself because only by consistently maintaining one's own thoughts can one remain valuable.
Ado's account homepage on Chinese social platforms
Observer Network: Based on your personal observations, where does interest lie for Chinese tourists visiting Russia? Which attractions do they prefer to visit?
Ado: Tourists of different ages and educational backgrounds have varying levels of sophistication, but overall, Chinese tourists tend to prefer classic tourist spots. Red Square and the Kremlin are definitely popular. Besides famous sites, there are many classic but lesser-known places, such as small villages near Moscow where artists gather—they are quite interesting. When I make videos, I also try to introduce some places that people haven't heard of or aren't interested in visiting.
Russia has a vast territory but fewer people, and its infrastructure is limited. Many people coming here for tourism naturally prioritize Moscow or St. Petersburg, and once they finish exploring these cities, they usually end their trip. Large cities have many tourists, so the service attitude is not as good as in smaller cities. Small cities haven't hosted so many tourists before, so they tend to be very hospitable and welcoming, looking forward to the arrival of the next batch of tourists. I think more cold but interesting routes should be developed to help local tourism develop.
In recent years, the range of Chinese tourists traveling to Russia has expanded compared to before, no longer being limited to just a few big cities. Now there are more flights, and the local tourism bureau is actively promoting smaller places, but I think more effort could be made.
Observer Network: From your videos, it seems you've chosen many Soviet-era red tourist spots and provided extensive historical explanations. Is this specifically to satisfy Chinese tourists' curiosity about Soviet history? What preparations did you make to explain these places well?
Ado: Older tourists have a stronger connection to Soviet-related sites. My generation isn't young either, and I think we have a responsibility to contribute to maintaining friendship between Russia and China, educating younger generations in this regard. Historically, there were very close ties between China and the Soviet Union, and this is reflected in many tourist spots.
To explain these Soviet-era red classics, I need to do a lot of preparation because what I learned in school back then is outdated and needs a new perspective. To make my explanations more objective, I need to conduct a lot of research and repackage the information. Each time, I think for a long time about how to explain, what to cover, what not to cover, which details to add, which to omit, and whether there is another narrative angle since history textbooks differ from country to country.
Ado's videos explaining Soviet red tourist spots are very popular among netizens
Observer Network: From your interactions with Chinese tourists, what aspects of Soviet and Russian history have surprised you regarding their understanding? Can you give one or two examples that left a deep impression on you?
Ado: The differences in cognition mainly lie in parts of Russian history not covered in Russian history textbooks. For instance, we never heard about Tsarist Russia's annexation of Northeast China, and we didn't know what role the Soviet Union played in the early establishment of the Chinese Communist Party.
I have many friends in China, and China is my second home. Sometimes elderly Chinese people tell me things I’ve never heard before, and I feel very embarrassed.
By now, I know the world is not black and white; one must keep an open mind. I also know that there is no absolute truth in the world, only perspectives. My focus is to ensure that tourists have fun and eat well in Russia, showcasing its best aspects so they can recommend Russia to their friends upon returning and perhaps come back again. In my opinion, this is my way of patriotism. There may be cultural misunderstandings along the way, but I don't intend to force anyone to change their views.
Older people tend to be more interested in Soviet history since it represents their youth, so their feelings are different from those of younger people, who generally don't understand Soviet history. Of course, this doesn't mean older people necessarily know more; it depends on whether they have conducted specific research.
I have also encountered some Chinese people with stereotypical impressions of the Soviet Union. For example, taxi drivers in China sometimes ask me if Russia is cold, and I reply, "Russia is such a large country, which part are you referring to—south or north, east or west?" Similarly, the Soviet Union was not the same throughout its existence. The Soviet Union at the beginning was very different from the one on the verge of collapse.
Other misconceptions include the belief that Russians drink a lot, which is actually less common, especially among younger generations, who prefer activities like fitness, finding life more fulfilling and considering drinking a waste of time. However, older generations still enjoy drinking, as it has become a habit. In Moscow, drinking milk tea is now popular. A friend of mine in St. Petersburg used to be a guide but now runs a chain of milk tea shops, whose equipment is likely imported from China.
I have always regretted this; some excellent products from China are hard to find in the Russian market. I believe there is a huge market for these products—if you can introduce them to the Russian public, you won't have to worry about selling them. Beverages like herbal tea are particularly delicious. Some food items, especially Chinese candies and pastries like White Rabbit Milk Candy, have very good flavors because they are not overly sweet, whereas Russian sweets are too sugary.
Observer Network: In your view, how is the development of resources related to Soviet-era tourist spots and history in Russia?
Ado: Payment convenience is a major issue. Due to American sanctions, UnionPay cards cannot be used in Russia, and only after the sanctions are lifted will tourists be able to pay conveniently. Currently, the main payment method is cash. Sometimes when tourists have expenses, I pay for them first and settle later, which is a very primitive method and extremely inconvenient. Also, when I go to China, my bank card cannot be used, and I always have to borrow cash from friends.
Another thing I think we should develop is an app. For example, in Moscow, there is an app called "Get to Know Moscow," which locals can download. By scanning QR codes, users can virtually explore Moscow on their phones, and there is a lot of interesting information written by experts. Following this model, an app targeting foreign tourists should be developed, allowing users to scan QR codes and select Chinese audio, resulting in Chinese information. This way, tourists wouldn't need to rely on guides or join travel groups and could explore independently. I think group tours are already outdated, and in the last two or three decades, most travelers are independent. And now, with fewer people, it's unlikely to return to the previous situation.
After the outbreak of the Russia-Ukraine conflict, Visa and Mastercard ceased operations in Russia BBC
Observer Network: Now, Sino-Russian high-level exchanges are very close, and the mutual trust between the two countries has reached an all-time high. From your perspective, how is the civilian-level exchange going?
Ado: Sino-Russian relations in politics, especially high-level exchanges, are excellent, having risen to the "New Era Comprehensive Strategic Partnership of Coordination Between China and Russia." However, I believe that civilian exchanges, including business exchanges, are not yet sufficient and need to be further strengthened.
Besides being a guide, I also do translation work and often attend high-level business negotiations. Through this process, I gradually discovered some problems. Some Russian companies' proposals may not be economically efficient, so they need a "crutch." And the Chinese companies collaborating with them serve as this crutch because Chinese companies get loans at lower interest rates domestically. With this advantage, they can compete better within Russia. However, in my view, this actually constitutes an implicit loss because it makes Russian companies overly dependent on Chinese companies. Chinese companies are not naive either; they calculate how long it will take to make a profit, how much profit they can take, and how dividends should be distributed. Both sides are extra cautious on these matters.
I hope more Chinese companies will enter the Russian market in the future. Many people may not have noticed, but the Russian national economic system has undergone significant changes since the dissolution of the Soviet Union. After the breakup of the Soviet Union, large enterprises or relatively large enterprises became assets in the hands of oligarchs, but now many oligarchs or wealthy individuals face succession issues, wanting to pass these enterprises to younger generations, such as those in their thirties or forties who are ambitious and highly professional. These individuals are very knowledgeable. I have encountered a group of such clients—for example, someone who studied medicine for over ten years ended up taking over a medical company, and their experience is completely different from before.
In the past, many Russian enterprises transformed by buying cheap goods from China and selling them at higher prices in Russia. Customs corruption may have pushed companies to make huge profits, otherwise they would incur losses. But selling something for 300 rubles that cost 30 rubles is outrageous, effectively doubling the price tenfold, so many good Chinese products cannot enter. However, there are so many good products in China. If Chinese companies sell here, they may not need such high profits to capture part of the market.
I have a friend who used to do business with the United States, selling T-shirts and shirts to America. That was fifteen years ago, and I went with him to the factory; the quality of the clothing produced for America was excellent. This was the first time I touched such high-quality shirts, and I had never encountered anything like it before. Occasionally, when I visited shopping malls and saw shirts priced at $300 or $600, I didn't dare to touch them. Back then, I realized these shirts were also made in China, but sold by American companies. However, the profit margins of American companies were not as high as those of Russian companies. For instance, the cost of a shirt in China might be $30, which could be sold for $100 in America, whereas Russian companies bought the same shirt for $10 in China and resold it for $100—a completely different concept.
I am not blaming Chinese companies; there is nothing wrong with Chinese companies. We should ask Russian businessmen why they don't have standards.
In 2018, Trump met Putin in Helsinki, Finland AFP
Observer Network: Before Russia and the United States negotiated over the Ukraine issue, there was a concern in China that improved US-Russia relations might impact Sino-Russian relations. What do you know about the views of Russian citizens on this? Is such a scenario possible?
Ado: I think it's unlikely. Russian people no longer have illusions about the United States. I can share my personal experience: when the Soviet Union dissolved, many American experts appeared at our universities, using various reasons to brainwash young people. Some Catholic or other religious groups were also involved, doing the same thing—brainwashing. It wasn't until later that Russians realized these people were not good guys.
Initially, a group of people believed them, and after repeated cycles, they eventually became thoroughly disillusioned. When Putin first came to power, he really wanted to improve relations with the United States and the West, so his attitude was very open. Eventually, he found out that it was impossible to negotiate with these people because they were professional fraudsters. Playing poker with a liar, you will never win.
The Ukrainian crisis exposed the masks of Western countries. They pretended to be civilized before, but now it's clear. Whether we practice socialism or capitalism, the results are the same; they (the West) don't dislike communism but dislike Russians. Because our country is too big, they always see us as a threat. Only when Russia is reduced to the size of the Moscow Principality will they feel at ease.
This reflects the Western fear of the unknown potential, and the United States is slightly better because there is the Pacific Ocean between us. But Europe is different; their fear dates back over five hundred years.
Observer Network: What is the current state of the Russian tourism industry? How has the Russia-Ukraine conflict impacted the Russian tourism industry?
Ado: First, people are afraid to come. It should be last year, and the first Chinese tourist group to Russia after the pandemic was the one I received. The Moscow Tourism Bureau asked me to meet them. But as soon as the tourists got off the plane and got on the bus, they told me they wanted to buy helmets. I asked why they needed helmets, and they said they were scared—don't get close to government buildings or any structures related to the Ministry of Defense—but Moscow is actually very safe.
Now, I can't objectively evaluate the tourism industry, including Chinese tourists, because the groups I receive are quite special, such as scholar groups, government groups, or luxury VIP groups. However, one thing is very clear: domestic tourism in Russia is developing rapidly.
After the Russia-Ukraine war, not only tourism but many things have changed completely. Before, no one considered localization, but now everything is localized, and it's thoroughly localized. For example, some of the newest carriages in the Moscow Metro are 100% domestically produced, even the screws are manufactured in Russia.
Previously, many things were imported, but now it presents a great opportunity for Russian businesses and the economy. Take paper pulp as an example; we usually call the expensive paper used for magazines or paper with very beautiful patterns "Finnish paper." Since the Soviet era, Russia exported its timber to Finland, which processed it and then shipped it back.
Many people want to do business and start factories in Russia, but the problem is that the equipment for papermaking is very expensive, and if the customer base is unstable, these investments will result in losses. However, after the Russia-Ukraine war, Finnish paper imports stopped, creating opportunities. Everyone started investing in machines, and customers emerged. Will Finnish companies be able to return to the Russian market now? Definitely not.
After the 2014 Crimea crisis, the West imposed many bans on us, such as cheese and other food products. Russians are not stupid; previously, they imported everything, but now they have learned to produce their own. If you go to the supermarket now, you'll see that most of the cheese is domestically produced in Russia.
Foreign brands wanting to re-enter the Russian market are not impossible, but the costs have changed, and the public doesn't accept them. Some foreign brands have done things too harshly. For example, someone spent a large sum of money buying BMWs or Mercedes-Benzes before the Russia-Ukraine conflict, but these companies are not punishing the Russian government; they are punishing ordinary Russian citizens. Many functions of purchased BMWs are now disabled, why? I paid for everything I owed, and now you're preventing me from using my purchased product services—it's unreasonable. This is similar to Trump's reckless approach of acting like a "legitimate bandit"—not reasonable.
Moreover, I bought gaming consoles for children, but now many functions are disabled, and children cannot download games; I paid for legitimate software over a decade ago, but now I can't use it anymore. These aftereffects will last for a long time, and Russians will remember them.
These companies can leave easily, but returning will be difficult. On one hand, the market has been occupied by other companies, and on the other hand, the Russian public also has its emotions. I think the Russian government should do this: put labels on products to clearly indicate who benefits from the enterprise. Because some companies may appear to be Russian companies on the surface, but actually have American enterprises as shareholders. Give the Russian public the choice; if they see that the profits go to the United States, they can choose not to buy. Buy Chinese, Vietnamese, Brazilian, or anything else—it doesn't matter as long as it's not Western.
Observer Network: What do you think the prospects for the development of Sino-Russian trade will be in the next 3 to 5 years?
Ado: I feel it will be very contradictory. Economic exchanges between the two countries will certainly strengthen, but many new problems will arise simultaneously.
First, the Russian government now hopes that all products can be localized, so it encourages or requires Chinese companies to set up factories domestically in Russia. Otherwise, the same product imported from China instead of being produced domestically in Russia will lose its competitive edge because setting up factories domestically comes with a series of incentives, such as low-interest loans and tax breaks.
However, whether Chinese companies are willing to localize depends on the policies of the local tax authorities or whether the Russian local governments keep their promises.
Returning to our initial discussion, as a guide or translator, I can continuously interact with others. As they say, the observer is often clearer. Many problems I don't realize myself, but hearing the views of Chinese tourists or Chinese businessmen helps me discover these phenomena.
I think the Chinese government has done a good job in attracting investment. They genuinely want to get things done, but many local officials in Russia do things just to show their superiors that they are impressive, boasting about how they brought this company and that company and how much GDP they increased. But once they are promoted, the previous efforts have no follow-up, lacking policy continuity.
Clever Chinese companies will consider this: what you offer now may change later. Will your words count when you become a minister? So I think there are quite a few problems.
Overall, the prospects are bright with many development opportunities, but relatively speaking, there are too many details to pay attention to.
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