Abstract: The subject of this research is a regional festival «Day of the Tiger» dedicated to the Amur tiger. The article focuses on the history and the process of the festival. Particular attention is paid to concerns related to the distinct features of the elements, peculiarities in the process and achievements of the festival. Based on the research results it is necessary to note that this festival combines both a traditional Soviet format and modern environmental content. As the part of culture, Day of the Tiger also performs the function of developing social identity as well as recreation and educational functions. The main goal of the festival is to develop a caring attitude to the Amur tiger as the endangered species and responsible attitude to the nature of the Far East. This goal is not only of regional importance, it is gaining the status of government importance, too. The author of the article has used the historical genetic, structural functional, comparative and typological research methods. The historical genetic method has allowed to understand how the festival was originated. The structural functional analysis has allowed to describe elements of the researched object based on typical attributes. The comparative method is used to analyze the mechanisms of Soviet and modern festival (comparison of similiarities and differences). The typologisation method allows to classify visual art depicting tigers. The scientific novelty of the research is caused by the fact that the author tries to define particularities of the modern holiday Day of the Tiger as a sociocultural object as well as to analyze elements of this festival in their relation to the Russian culture. The main conclusions are the following: the format of this festival was taken from the roots of the Soviet culture, but there is no ideological or political connotation; it performs the recreational, educational functions and the function, which forms social identity; a number of events within the holiday allow to consolidate and develop the image of a tiger as a cultural object; its main goal that is to form a positive attitude towards the endangered Amur tiger spreads over the country.