The paper examines the exhibition’s pavilions of Russian Empire at the World’s Fairs of the second half of the 19th century. The descriptions and reviews of Russian visitors, which are an important source for the reconstruction and understanding of visual strategies of Russianness embodiment, are analyzed. It is shown that the searching for adequate forms of presentation of Russia and Russianness has going place in the debate about traditions and historical styling, as well as the in endeavor to refuse from using of European stereotypes of Russia (bears, samovars, vodka).