The paper investigates cross-cultural differences across Russian regions using the methodology of G. Hofstede. First, it discusses the most common approaches in measuring culture and the application of the Hofstede methodology in subnational studies. It identifies the critical issues in measuring culture at the regional level and suggests several strategies to address them. Secondly, the paper introduces subregional data on individualism and uncertainty avoidance using a survey of students across 27 Russian universities. The data allow to establish geographical patterns of individualism in Russia. It is demonstrated that collectivism is most prevalent in the Volga region, while individualism characteristic becomes stronger towards the Far East. The findings are robust to the inclusion of various controls and different specifications of the regression model. Finally, the paper provides a discussion about the potential of applying the sociocultural approach in economics.