RosUpack, the International Exhibition for the Packaging Industry, stands as the largest and most influential event of its kind in Russia and the CIS. The 30th anniversary edition, held from 16 to 19 June 2026 at Crocus Expo in Moscow, brought together 952 companies from 12 countries and 60 Russian regions across more than 75,000 square metres of exhibition space. With 28,888 unique visitors from 46 countries and 82 Russian regions, and a business programme of 24 sessions featuring 145 expert speakers, RosUpack serves as the central meeting point for the entire packaging production cycle—from raw materials and equipment to finished packaging, printing technologies, automation, and warehouse logistics.
Co-located with Printech, the International Exhibition for Printing and Advertising Technologies, RosUpack creates a comprehensive ecosystem for packaging and print professionals, allowing visitors to address needs across two interconnected industries in a single visit.
While the exhibitors and their machinery occupy the centre stage, a specialised workforce of hostesses, models, interpreters, and booth assistants works behind the scenes to ensure that the event functions smoothly and that business communication flows without interruption.
Interpreters: Enabling Cross-Border Communication
At an exhibition where companies from China, Turkey, India, Belarus, Brazil, Egypt, the UAE, Mexico, and Vietnam participate alongside Russian exhibitors—including first-time entrants from Mexico and Vietnam—interpreters are indispensable. The diverse international presence creates a constant demand for language mediation across the exhibition halls.
Interpreters at RosUpack work in various capacities. Consecutive interpreters accompany foreign exhibitors during negotiations with Russian packaging manufacturers, FMCG companies, retail chains, and procurement specialists. They must be fluent not only in general business language but also in the specialised terminology of the packaging industry—flexible packaging, corrugated cardboard, labelling systems, filling and sealing equipment, printing technologies, and sustainable materials. A conversation about automated production lines, robotic complexes, or extended producer responsibility (EPR) compliance requires an interpreter who understands the technical and regulatory context, not merely the words.
The business significance of interpretation at RosUpack cannot be overstated. When a Chinese equipment manufacturer negotiates with a Russian packaging producer, or when a Turkish materials supplier discusses terms with a procurement director from a major FMCG company, the negotiation process depends on clear, precise communication. With 68% of visitors attending specifically to sign direct procurement contracts, and 89% of participants reporting they found new clients and partners at the exhibition, the commercial stakes are exceptionally high. An interpreter’s ability to convey technical specifications, delivery terms, and compliance requirements accurately can determine whether a deal is concluded or lost.
Booth Assistants: The Operational Core of Exhibition Stands
Booth assistants form the operational backbone of exhibitor stands at RosUpack. Their role combines reception duties, product knowledge, and logistical support, making them essential to the smooth functioning of each exhibition space.
A typical booth assistant at RosUpack is responsible for greeting visitors, managing the flow of attendees at the stand, distributing catalogues and technical documentation, and supporting the sales team in identifying serious business prospects. With the exhibition covering 18 sectors across six halls—including packaging equipment, ready packaging and labels, raw materials, warehouse systems, transport packaging, and POS materials—booth assistants must be prepared to engage with a diverse professional audience including business owners, procurement directors, chief technologists, engineers, marketers, and brand managers.
Documented experience from RosUpack exhibitions illustrates the role in practice. Promotional models and hostesses have worked at stands greeting visitors, directing them to managers, distributing booklets, providing initial company information, and helping managers collect contacts. At the RosUpack 2026 exhibition, one agency organised a coffee zone for guests, providing a barista, coffee machine rental, and ingredients, with the barista preparing drinks on-site, communicating with visitors, and helping make the stand more lively and welcoming.
For international exhibitors, booth assistants often serve a dual function, combining reception duties with interpretation. A foreign equipment manufacturer may rely on a bilingual booth assistant to handle initial inquiries from Russian visitors, explain product specifications, and collect contact information for follow-up. This requires not only language skills but also a working understanding of the exhibitor’s product range and the Russian packaging market context.
The physical demands of booth work at a four-day exhibition are considerable. Assistants stand for extended periods, manage crowds during peak hours, and maintain a professional demeanour throughout. Crocus Expo’s Pavilions 2 and 3, with six exhibition halls spanning over 75,000 square metres, require assistants to navigate large distances and remain alert across long working days.
Hostesses: From Greeters to Strategic Brand Ambassadors
The role of hostesses at RosUpack has evolved considerably from simple greeting duties. In an exhibition environment where visitors include senior decision-makers from leading FMCG and retail companies such as PepsiCo, Danone, L’OrĂ©al, NestlĂ©, Wildberries, Ozon, and X5 Group, the modern hostess functions as a brand ambassador and a critical component in a company’s lead generation efforts.
At RosUpack, hostesses serve as the first point of contact for visitors, acting as an initial filter who greets attendees and quickly assesses their role and interest level. Is this a curious student, or a high-potential procurement director from a major retail chain? By qualifying visitors through predefined questions, hostesses ensure that technical staff time is optimised for maximum return on investment.
Their responsibilities extend beyond welcoming. Hostesses manage the flow of visitors, schedule meetings, coordinate equipment demonstrations, and capture lead data accurately using tablets and CRM tools. In an industry built on efficiency, sustainability, and regulatory compliance, the hostess projects an image of organised, professional efficiency, making the company appear as well-managed as its packaging solutions.
The RosUpack hostess must also possess product literacy. While not expected to be packaging engineers, top-tier ambassadors are thoroughly briefed on the company’s products and services. They understand key messaging, can identify a qualified lead based on a visitor’s questions, and know exactly which specialist on the team to introduce them to. They can articulate the value proposition of flexible packaging solutions, automated filling systems, or sustainable materials with confidence.
The role also requires cultural and linguistic competence. A skilled hostess is often fluent in both Russian and English, and sometimes Chinese or Turkish given the significant international participation. They can seamlessly greet a delegation from a Russian regional packaging company, converse with executives from China or Turkey, and explain product details to engineers from India or Belarus, all while navigating subtle cultural formalities.
Models: Presentation Beyond Aesthetics
Models at RosUpack serve a functional role that extends beyond visual appeal. In the context of a packaging exhibition, models may be engaged for product presentations, equipment demonstrations, and promotional activities that require a polished, professional presence.
Documented experience confirms that promotional models at RosUpack work at stands greeting visitors, directing them to managers, and distributing booklets. At the 30th anniversary edition, the celebratory atmosphere—with enhanced venue and stand design, competitions, prizes, engagement zones, and photo areas—created particular opportunities for visually oriented presentations.
The distinction between models and hostesses at industry exhibitions can be subtle. Models may focus more on visual presentation and promotional engagement, while hostesses typically handle informational and logistical tasks. In practice, individuals working in these roles often possess overlapping skills, and the boundaries between them may shift depending on the needs of the exhibitor and the dynamics of the event.
For RosUpack specifically, models might be engaged by companies presenting finished packaging solutions, innovative materials, or consumer-oriented products. The exhibition’s focus on automation, sustainable packaging, and glass packaging—key industry trends in 2026—creates opportunities for exhibitors to use models in presentations that communicate both the aesthetic and commercial value of their products.
A Collaborative Professional Ecosystem
What unites hostesses, models, interpreters, and booth assistants at RosUpack is their shared function as facilitators of communication, experience, and business interaction. The exhibition’s stated purpose is to present the full packaging production cycle and to connect manufacturers, suppliers, and buyers across the industry. The quality of the support workforce directly influences how effectively these objectives are achieved.
RosUpack has maintained its status as the leading platform for the packaging industry in Russia and the CIS for three decades, celebrating its 30th anniversary in 2026. The exhibition occupies a space equivalent to ten football fields and brings together 1,000+ key industry players from over 20 countries. That longevity and scale depend not only on the exhibitors and their machinery but also on the professional infrastructure that makes the event navigable, accessible, and productive for all participants. Whether interpreting a technical negotiation, welcoming a delegation from a national pavilion, or ensuring that an international exhibitor’s stand runs smoothly, these professionals contribute to the exhibition’s continued relevance in a changing economic landscape.
The modern RosUpack brand ambassador—whether called hostess, model, interpreter, or booth assistant—is a strategic investment. They are the human face of a technical brand, the friendly guide in a vast sea of packaging solutions, and the critical first connection that can lead to significant business partnerships. In the competitive world of Moscow’s packaging exhibitions, where major contracts are negotiated and industry standards are set, these professionals are the human connection that illuminates the path to new business.
