It is known that the Russian Ded Moroz resides in his fairy-tale tower in the center of his homeland. However, this was not always the case. Twenty years ago, he welcomed guests at his residence in Veliky Ustyug. Over time, the number of those wishing to meet him increased, and a whole estate had to be built.

Today, Ded Moroz's city residence has three halls: the magical hall, the throne room, and the workshop. Here, visitors are told about the traditions of celebrating the New Year, offered to make a souvenir to remember, take a photo in a New Year costume, and make a wish while sitting on Ded Moroz's throne.

However, for a wish to come true, one must write down their good deeds in the 'Book of Good Deeds,' which already holds thousands of children's confessions. It is also necessary to leave a mark in the snowflake business card, indicating where you came from. At the end of the year, they count which cities and regions' residents most frequently visited the winter wizard.

In the same building, a former 19th-century mansion owned by merchant Krasilnikov, there is a museum of greeting cards and a large souvenir shop.