A close friend recently asked me, ‘Are you on TikTok?’  He proudly mentioned that even some of Bhutan’s top executives use the platform. I replied, ‘Do they use it to promote innovative ideas, create original content, or generate income that justifies the time spent? Or are they merely reshaping their identity, adopting others’ ideas, or seeking fleeting attention? What is their unique selling point?’  His response was predictable: ‘I don’t know; I just follow the crowd.’ This seemingly trivial exchange highlights a deeper issue: as a nation, are we blindly chasing global trends, compromising our integrity and future in the process?

TikTok, a platform that has swiftly expanded its global influence, presents both considerable opportunities and notable challenges, particularly when considered within the context of Bhutan’s distinctive cultural identity, which is deeply rooted in our traditions, spiritual values and social fabric. As the app becomes more ingrained in daily life, it is essential to critically evaluate its impact on our youth, national identity and collective values—fundamental elements that shape the very core of Bhutanese society.

Think Critically

TikTok has evolved from a space for self-expression into a pervasive digital obsession. People now share everything, from trivial unboxings to intimate life moments. While it provides a platform for creativity, it also fosters reliance on superficial metrics such as likes, views and followers—often at the expense of genuine self-worth. As more individuals measure their value by these digital benchmarks, anxiety and self-doubt rise, contributing to the troubling increase in mental health issues, especially among youth.

The platform often blurs the line between authentic sharing and oversharing. Many users, eager for attention, produce content that is vulgar, sensationalist, or aligned with polarising trends. This chase for fleeting internet fame detracts from personal growth and emotional well-being. Furthermore, TikTok’s focus on instant gratification encourages harmful behaviours, such as privacy invasion and cyberbullying, normalising these actions within its culture.

Rants on TikTok, fueled by emotional outbursts, spread misinformation, reinforce harmful stereotypes and deepen societal divisions. The platform’s algorithm, which prioritizes emotionally charged content, raises serious concerns about its role in promoting viral engagement at the expense of responsible discourse. Is TikTok actively shaping public dialogue, or is it merely capitalizing on controversy and exploitation for views and financial profit?

For Bhutan, a nation steeped in cultural and spiritual heritage, this trend is particularly concerning. TikTok’s fast-paced, trend-driven nature promotes the rapid consumption of content, often trivializing and commodifying cultural elements instead of preserving them. If we allow this unchecked influence to persist, will our rich traditions be safeguarded? What examples can we present to the outside world that reflect Bhutanese values and national identity?

Think Straight

What are we really hoping to achieve on TikTok? While many chase the illusion of fame, how many are genuinely forming meaningful connections through the platform? How many of your followers are people you actually know? The pursuit of popularity can quickly turn into an obsession, blurring the line between meaningful engagement and hollow validation. We must ask ourselves: are we willing to sacrifice real-world relationships for the sake of virtual approval? Are we prepared to compromise our integrity and post controversial or harmful content simply to gain likes and views?

Challenge games on TikTok have devolved into a perilous and toxic phenomenon, where participants are subjected to punishments for receiving fewer gifts. This disturbing trend not only normalizes self-harm but also poses grave risks, including live-streamed suicides. Should we allow such harmful online practices to continue?

Sharing personal information online exposes individuals to public scrutiny, often with far-reaching and severe consequences. TikTok’s inherently public nature subjects users to judgment, ridicule, and viral criticism, with little regard for the emotional toll. The psychological impact of hate speech, online harassment and even threats is not just significant—it can be devastating. Is the fleeting satisfaction of attention truly worth the long-term damage to our privacy, self-worth and mental health?

Think Big

While TikTok offers opportunities for creative expression, much of its content remains derivative, with viral challenges and lip-syncing often overshadowing originality. A few creators use the platform to share innovative ideas, but the majority follow recycled trends. Many users spend time on TikTok during office hours, late at night, and even during meetings, leading to significant distractions that hamper productivity, delay tasks, and stifle personal growth. The time spent on the platform not only disrupts professional responsibilities but also undermines organizational efficiency and long-term progress. Are we willing to sacrifice meaningful productivity for the fleeting distractions that TikTok provides?

While TikTok enables self-expression, its viral trends often overshadow true originality. Bhutanese youth have immense potential, but are we guiding them to cultivate it in ways that benefit the nation? Could time spent on TikTok be better used to acquire skills, advance careers, or contribute meaningfully to society? How many creators earn enough to justify the time invested, and how many use their platform to address societal issues? What if TikTok could be leveraged for real-world impact instead of mere entertainment? Furthermore, the lack of PayPal forces many to rely on friends or family abroad to access their earnings, exposing a critical flaw in the country’s digital infrastructure. Given the limited financial returns for most, should individuals continue pursuing TikTok, or refocus on entrepreneurial activities that offer more sustainable income?

Thus, the platform could empower users to solve community problems, raise awareness, and drive social change—only if they shift their focus from entertainment to purposeful engagement.

Think Strictly

Should TikTok be banned or strictly regulated in Bhutan, especially during work hours? Beyond its impact on productivity, TikTok risks deepening social divisions in Bhutan, where cultural unity is essential. Its viral content often reinforces stereotypes, eroding shared values and promoting societal rifts. Moreover, TikTok poses legal risks, with users frequently unaware of the consequences of online harassment, misinformation, or copyright violations, which can have serious legal repercussions for both individuals and the wider community. Should strict regulations be enforced to ensure content aligns with Bhutanese cultural principles and harmful material is swiftly removed?

Unregulated donations and online sales on the platform expose users to significant risks, with minimal accountability and oversight. Creators can receive donations without transparency, while fraudulent products are sold unchecked, leaving consumers vulnerable to scams. This lack of regulation undermines trust and threatens both financial and personal security. How much longer can this situation persist before it leads to widespread exploitation and harm to users and the digital economy?

Regulatory bodies must take proactive steps by implementing stricter measures and introducing comprehensive digital literacy programmes. These initiatives should enable citizens to engage with platforms like TikTok responsibly, fostering a critical awareness of their broader societal impact. Without such regulation, the unchecked influence of TikTok could jeopardise Bhutan’s social cohesion, cultural identity and legal integrity. Can Bhutan afford to ignore these risks, or will TikTok not undermine the nation’s cultural and societal foundations?

Conclusion

The debate surrounding TikTok extends beyond the app itself; it raises fundamental questions about the kind of society Bhutan wishes to build. Should we continue pursuing fleeting digital fame, or should we focus on preserving the values that define us? It is essential to critically reflect on how we engage with TikTok, considering its impact on mental health, creativity and productivity.

He further asked, ‘Should TikTok be banned in Bhutan?’ I responded, ‘It should be banned during office or work hours. We must discourage duplications that hinder our personal growth!’

Contributed by Sonam Chophel,

Lecturer, Samtse College of Education

Disclaimer: The views expressed in this article are author’s own.