As 2024 draws to a close, the Western world’s moral facade crumbles, revealing a stark hypocrisy in global power dynamics. The once-celebrated guardians and founders of international law now stand exposed, their principles selectively applied like a strategic weapon. From Ukraine to Gaza, narrative manipulation has become clearly visible and transparent—international norms twisted to serve the geopolitical interests of Western nations. The UN Security Council, once a beacon of justice, now appears a mere instrument of political convenience and veto power for pure vested interests. When powerful nations weaponise their narrative to write the global order, justice itself becomes the ultimate casualty.
The mask of Western moral righteousness disintegrated with Hamas’s attack on the State of Israel on 7 October 2023. As Israel’s military machine decimated civilian populations, including doctors, journalists, children, and women, UN members failed to end this conflict. Tens of thousands of Palestinian civilians, including women and children, continue to suffer death and destruction. The United Nations’ repeated ceasefire calls were contemptuously vetoed, revealing an unprecedented level of diplomatic cynicism. While Russian actions triggered immediate international condemnation, Israel’s calculated obliteration of Gaza received diplomatic cover and media obfuscation. The hypocrisy is not just political—it is a fundamental betrayal of human rights as even reputed global media have turned their narratives to suit the interests of the West. These inconsistencies weaken their credibility and embolden critics who argue that Western advocacy for democracy and human rights is less about universal principles and more about strategic interests.
Amidst this global disarray, Bhutan offers an instructive example of how smaller nations can craft narratives that align with their unique values and aspirations. Despite establishing diplomatic relations with Israel in 2020—a move that could have placed it in an awkward position during the Gaza conflict—Bhutan has maintained its principled stance on international issues. It was among the 143 countries to recognise Palestine as a state and this week voted for an unconditional ceasefire in Gaza at the UN General Assembly.
This delicate balancing act reflects our philosophy rooted in Gross National Happiness (GNH) and national ethos. As we prepare to celebrate our 117th National Day, it is worth reflecting on how we can guide our nation through our narrative around Gelephu Mindfulness City (GMC) as an attractive destination for investment while staying true to our values of sustainability and inclusivity.
The global governance narrative, orchestrated by a few powerful nations, is framed as a rules-based order serving their vested interests. Bhutan’s Gross National Happiness (GNH) has evolved into a strategic branding tool, transforming ethical aspirations into geopolitical currency. With calculated precision, our monarchs have reimagined national philosophy as an international pitch, turning idealism into economic opportunity and principled vision into a tangible global product through Gelephu Mindfulness City (GMC).
The current global order, where power distorts reality, “narratives are not mirrors of truth” but weapons. Bhutan’s strategic storytelling ensures survival by turning vulnerability into strength, using integrity as our sharpest diplomatic instrument to navigate global complexities and politics.
In a world fracturing under imperial delusions, we can emerge as a subversive beacon—not through military might but moral precision. Our national narrative must become our weapon, transforming principled resistance into global influence. We do not just survive the geopolitical maelstrom; we strategically redefine its very parameters through GMC. May we continue to thrive amidst global challenges. Happy 117th National Day.
Sonam Tshering
Lawyer, Thimphu
Disclaimer: The views expressed in this article
are author’s own