The article presents an analysis of the emerging creative cluster in Buryatia based on a sociological study conducted in 2024-2025 (expert survey of specialists in education, science, culture, republican authorities, n = 10), analysis of regulatory acts and the media. Based on the obtained empirical data, the specifics of the creative sphere of the region were discovered, three participants in socio-cultural projects were identified. The first group is represented by proactive citizens, intellectual creators, the second group includes representatives of management structures, the third group or the rest of the population, consumers included or not included in the sphere of ethnocultural design and innovation of the urban environment. In the modern society of digital transformation, the role of creative (creative) and cultural industries based on intellectual property and the "experience economy" is increasing. In Russia, there is an intensive formation of the creative economy, thanks to state support and private partnership. The problem areas and points of development of the creative cluster in the Republic of Buryatia, the features of branding the region are studied. A conclusion is made about the potential of creative industries in the region with the presence of a formed infrastructure, the formation of creative networks of professional creators. The most successful creative industries, implemented socio-cultural practices in Ulan-Ude are revealed as examples of significant impact not only on the urban environment, but also in terms of secondary socialization. Regional contradictions in the implementation of the master plan for the historical part of Ulan-Ude are identified in expert assessments, as an expression of trust in the authorities and manifestations of civic activity by citizens.