russian Propaganda Presents the Registration of Western Brands As a “Return”

In early 2025, russian propaganda media loudly announced the alleged return of more than 350 Western brands that had left the market after the start of the full-scale war against Ukraine. By the end of the year, the reality turned out to be quite different: only about twenty companies have returned, mainly from the lower price segment and mostly from Asia. High-ranking officials of the rf admit that no official requests have been received from global players, and any potential return will be accompanied by preferences for russian brands and difficult conditions for those who left.

Despite this, russian media outlets have been actively producing headlines about the “comeback” of major brands throughout the year, citing anonymous sources and trademark registrations with rospatent. Such reports are speculations designed to create the illusion of economic stability.

Registration or trademark renewal is merely a legal tool for protecting intellectual property, not an indication of commercial activity. Companies seek to preserve their rights in order to prevent third parties from using their brand, block attempts to register similar names or logos, and prohibit unauthorized use in advertising, on marketplaces, or on the internet. This is a pragmatic step that allows them to maintain control over their brand identity, even without a physical presence in the market.

russia’s information machine is once again demonstrating its ability to distort reality by interpreting formal legal procedures as a sign of the “return” of Western companies. In reality, this is merely a protective mechanism that has nothing to do with the restoration of business in the aggressor country. The facts remain unchanged: as of the end of 2025, there are virtually no confirmed returns of major Western brands to the russian market.