YOUTH CRAFT ENTREPRENEURSHIP IN THE ETHNO-TERRITORIAL PERSPECTIVE (CASE OF KAZAN CITY)

Resumen

The article presents the results of the analysis of youth craft entrepreneurship and the role of ethnicity in the development of business among young people of one of the national regions of Russia - the Republic of Tatarstan. The study answers the question why the actualization of the ethnic and local becomes for many aspiring young entrepreneurs a kind of mission or the basis for the formation of a unique trade offer in the competitive market. However, not only profitability of business, but also self-development combined with the search for their unique local style of business or the product, they create, are realized by young entrepreneurs as an important part of their successful life plan. The conclusions are based on the materials of 15 semi-formalized interviews with craft entrepreneurs of Kazan, conducted in autumn 2022. It is argued that for the interviewed young entrepreneurs the trends of the contemporary world and perception of their place in it are inseparable from the awareness of their ethnic and territorial belonging in one form or another, and the desire to realize their own potential of a successful entrepreneur, focusing on the mission of promotion, popularization of Tatar and local culture and using new forms, techniques and meanings.