This article is devoted to the problem of preserving cultural values in the fine arts of the 60s of the 20th century — the beginning of the 21st century in the Primorsky Territory in connection with the period of perestroika in Russia. The regional features of artistic life and the main plots of canvas paintings, conveying traditional archetypes in the visual arts were studied on the basis of the original works of five leading Primorye artists of the 1960s — early 2000s. It is quite predictable

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... that a number of value archetypes in the visual arts of the 20th–21st centuries does not lose its importance; moreover, their self-development in art gives a new driving force to fine art. Among such historically formed archetypes are the Great Mother, Hero, Tree of Life, Road (Ladder) and Fish. These symbolic images are implemented in different ways in the works of famous masters of the Primorsky Territory, such as V.S. Chebotarev, K.I. Shebeko, I.V. Rybachuk, R.V. Tushkin, V.A. Goncharenko, N.P Zhogolev, I.A. Kuznetsov, A.V. Teleshov, G.A. Omelchenko. The authors of the article identify archetypes that change their appearance in a new cultural and historical environment, but are recognizable due to the constant iconographic schemes and personal characteristics of a particular master. A new working term «axiological archetype» is proposed, which is consonant with the concept of «value archetype», which is based on the mental and value attitudes of society, expressed by the artist by means of visual arts, iconographic schemes, revealed through understanding the logic of hidden meaning. The use of an interdisciplinary approach made it possible to adapt the axiological approach to art history analysis and to present the visual arts of Primorye as a value phenomenon in the historical context of the development of Russian fine arts.