Скандинавский Дым на JC Fest
Every one of my festivals starts the same way: I stand in line at the main entrance, waiting for everyone to be let in. The crowd buzzes, someone makes jokes, someone is already filming stories, and I look at the banner that says JohnCalliano Superheroes and realize—here I am again, once more part of this story.
JC Fest: How It Was
JohnCalliano Fest started in 2017 in Moscow. Since then, every year the festival has changed its style and turned into a new story:
- 2017 — Summer Fest
- 2021 — American Prom
- 2022 — Mexican Fiesta
- 2023 — Gipsy
- 2024 — Chinatown
- 2025 — Superheroes
I started attending the festival in 2021, and since then I haven’t missed a single one. For me, it’s no longer just an event, but part of my personal story.
First Steps: Tickets and Gifts 🎟️
At JC Fest, there are always options: a regular ticket, a ticket with a gift, and VIP. Every year, organizers prepare bundles waiting for guests right after the entrance.
The scheme is simple:
- You get a bracelet
- Go to the desk
- Scan your ticket
- Get a gift bag—and only then start exploring the festival
This year, the VIP ticket bundles were different from the standard. There’s always a bit of excitement: what exactly will you get in your bag this time? Gifts are part of JC Fest tradition, creating a festive atmosphere even before you try your first hookah or hear the first song from the stage.
JC Fest isn’t just a showcase of brands; it’s a world of its own where hookah smoke mixes with music, lights, and the energy of people.
Right after entering, you find yourself in a space that lives by its own laws: noisy booths, limited edition flavors, new products from favorite brands, and emotions everywhere. More than a hundred participants create the feeling of a huge city, with each street offering a new aroma, a new story.
What makes JC Fest special is the balance of lively action and friendly atmosphere. You can stand in line for a tasting, start a conversation with strangers, and a minute later you already have a shared joke and new plans to walk the booths together.
Music on the stage sets the rhythm for the day: from cover bands to headliners, each set becomes the soundtrack of your festival. And in that moment, you realize: JC Fest isn’t just an event, it’s an atmosphere you want to come back to.
Activities and giveaways
JC Fest is known for being not just a brand showcase but a real field of surprises. This year, there were many activities—almost every booth offered a chance to try your luck.
Spin the Wheel — a chance to win a hookah, mouthpiece, or accessories
Lottery — simple but exciting: bought tobacco or merch, got a ticket, and waited for the prize draw
Pull the ball from the machine — maybe your prize is inside
Gifts for purchases — many brands delighted guests with bonuses just for buying a large pack of tobacco or branded merch
These activities created a festive atmosphere: every guest felt they could leave not only with new flavors and emotions but with real trophies.
Chill Zone with OVEN 🌿
After the noisy booths and activities comes a moment when you just want to breathe and slow down. That's what the Chill Zone at the festival is for—a place where JC's energy changes pace: gentle music, comfortable lounge areas, and hookahs (even though you see them everywhere, in the end it’s nice just to smoke calmly by yourself or with friends).
This year, the Chill Zone’s partner was the brand OVEN. Their zone became a true attraction: stylish looks, a special vibe, and presentations of new tobacco on the market.
For me, it was a little island for quieter relaxation and time with friends or loved ones.
VIP Zone
If the general festival is a city full of energy and chaos, the VIP Zone is a cozy district you want to come back to again and again.
What awaited VIP guests this year:
- Early entry — you could enter an hour before the main crowd to look around in peace
- Comfortable tent — shielded from rain and heat, with comfy resting places
- VIP lounge zone with hookahs — for relaxed smoke and a slower rhythm, when you wanted to escape the noisy action
- VIP-only food court and bars — separate spots without lines
- Comfort features — from legendary VIP restrooms to extra gifts in the goody bag
The VIP Zone in 2025 was bigger and cozier than previous years. It’s a space where the festival opens from a new side: no crowds, personal comfort, and the feeling that you’re at the center of the action but can set your own pace.
A Bit of History: Anton Gaivoronsky
When it comes to hookah culture in Russia, you can’t help but mention Anton Gaivoronsky, aka Antony Crow—the man called “father of the hookah industry.” His ideas and energy largely made JC Fest the event it is today.
To better understand the festival vibe and see the newest products for yourself, check out his reviews:
These videos are a great way to feel the festival’s energy from the point of view of someone who stood at the origins of the industry.
Cosplay Contest 🦸♀️🦸♂️
The highlight of JC Fest 2025 was the cosplay contest. This year it really fit—the festival’s theme was Superheroes.
Guests got creative: from classic comic heroes to unexpected characters from hookah culture. Bright costumes, details, and charisma turned the contest into a real show.
The crowd cheered loudly and sincerely, and the winners deserved their prizes. Moments like these show that JC Fest isn’t just about brands and hookahs—it’s also about the creativity of people who turn the festival into a celebration of ideas.
Food zone
You also need some energy while you are walking around the whole day and JC Fest are prepared for it, there is a big food zone with different trucks you can buy drinks and food from to keep you in energy.
Summary and Aftertaste
Every year, JC Fest opens new sides of hookah culture for me. In 2025, this was a real world of superheroes, where brands, music, people, and atmosphere made you feel you’re part of a big universe.
The VIP Zone offered comfort, Chill Zone with OVEN brought zen with its outdoor veranda and new tobacco, and the stage and crowd charged me with energy until evening. But the main thing is the people. JC Fest brings together those who truly live hookah culture.
I’ve been going since 2021 and every time I leave with a new store of emotions, ideas, and new friends. And I know one thing—in the next year, I’ll be here again.
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