As the world grows ever more interconnected, we find ourselves at a crossroads. At a time where influence is often equated with military might or economic clout, few seem to realise that, as a small nation, our true power is rooted in something far more enduring—soft power.
From the international acclaim of filmmaker Pawo Choyning Dorji to the inspiring journey of runner Kinzang Lhamo, and the rise of Paro FC in regional football, Bhutan is beginning to harness its potential to leave a lasting mark on the world. These achievements highlight a critical truth—Bhutan’s future leadership on the global stage will come not from force, but from the power of influence, culture, and values.
Soft power, the ability to shape global perceptions through appeal and attraction, is Bhutan’s most valuable asset. With a population of just over 700,000, our nation cannot aim for military or economic dominance. But we have a wealth of cultural heritage, environmental stewardship, and emerging talents that can project our influence far beyond our borders.
Consider the global impact of Bhutan’s burgeoning film industry, led by Pawo Choyning Dorji. His film Lunana: A Yak in the Classroom did more than win international awards—it opened a window for the world to see Bhutan’s unique culture, values, and breathtaking landscapes. This film is more than entertainment; it is a cultural envoy that invites global audiences to appreciate the depth and simplicity of Bhutanese life. Through such cultural exports, we can build a positive image on the world stage, foster goodwill, and amplify our voice in global conversations.
Similarly, Kinzang Lhamo’s rise in the world of international athletics has put Bhutan on the map in a domain usually dominated by larger nations. Her achievements in long-distance running, even as she was the last runner to complete the race, do more than inspire Bhutanese youth—they capture the attention and admiration of the global community. Sports transcend borders, and through Kinzang Lhamo’s success, Bhutan has sent a powerful message: even the smallest nation can produce world-class talent. This is soft power in action, enhancing our country’s reputation and influence through the universal language of sports.
The success of Paro FC in regional football competitions is another example of Bhutan’s growing soft power. Football, with its global reach and appeal, offers Bhutan a platform to engage with the world, build international friendships, and promote our values of teamwork, perseverance, and fair play. As Paro FC continues to rise, it carries Bhutan’s flag high, earning respect and visibility that could translate into greater influence on the global stage.
However, to fully realise the potential of soft power, Bhutan must consciously adopt this strategy at every level. This involves investing in our cultural industries, nurturing talent in sports, arts, and academia, besides sharing Bhutan’s unique development philosophy with the world. By positioning ourselves as leaders in environmental sustainability, cultural preservation, and happiness-based development, we can inspire other nations and lead by example.
In this quiet revolution, our path to global influence is clear. Our strength lies not in conventional power, but in the richness of our culture, the integrity of our values, and the potential of our people.