Three stories about "translation difficulties", problems of cultural and ethnic adaptation, filmed in popular tourist places in Kazan. The caretakers of the museum of icons strictly monitor that no one kisses the museum exhibits, and the most devout believers are shown where to stand so that the icon smiles at them. A guy from Lisbon comes to Kazan for the first time to visit his relatives, and they try to arrange an excellent vacation for him, but their ideas about the perfect vacation do not match. Students from China eat Tatar echpochmaks and learn to be baptized in church.

The whole life of this village is concentrated in one store. They go to the saleswoman Tatyana for chicken, vodka and medicines; they go to learn the news, to warm themselves, to ask for a loan of money, to complain, to celebrate holidays. All roads here lead to "Products".