The contemporary global market involves not only megalopolises and city dwellers, but also rural regions of different countries, where people create their own contribution to market with new kinds of goods and services using native cultural patterns. For instance, there is a process of transformation of shamanism and other traditional rituals into a kind of marketable product or good among different indigenous peoples of Siberia. Subsequently these goods go to the global market and become its object (proper). In other words, this is a process of "comodification of culture". We invite participants to discuss the following topics in our workshop: 1. The market as place (factor) in the construction of new cultural values; 2. Commodification of cultures in terms of the integration of indigenous peoples in a cosmopolitan world.