Nepal eyes stronger global identity through national branding strategy

Nepal needs a coordinated strategy to protect its national assets, strengthen its international image and turn its cultural, natural and economic strengths into strategic opportunities, Foreign Minister Shisir Khanal said on Thursday.

Speaking at the dissemination of the report Brand Nepal: National Assets, Global Narratives and Strategic Opportunities in Kathmandu, Khanal said national reputation was a strategic asset that could influence investment, diplomatic relations and Nepal’s standing internationally.

The report, prepared by the Institute of Foreign Affairs (IFA) with support from Friedrich-Ebert-Stiftung (FES) Nepal, proposes a preliminary inventory of Nepal’s national assets, a soft-power narrative framework and a strategic opportunity matrix identifying priority sectors, institutional responsibilities and safeguards.

The report builds on a three-day policy workshop held in September, which brought together representatives from government, diplomacy, academia, the private sector, media and community organisations.

Khanal identified three priorities for building Brand Nepal: protecting and promoting national assets, strengthening public diplomacy and linking Nepal’s identity with emerging economic opportunities.

He called for stronger intellectual property protection, geographical indications, certification and quality standards to enhance the global recognition of Nepali products, including traditional textiles, indigenous agricultural products, medicinal knowledge and regional cuisines. He also stressed that local communities and producers should retain ownership and receive a fair share of the value generated.

On public diplomacy, Khanal highlighted Nepal’s contributions to UN peacekeeping, community forestry, cultural heritage and emerging digital industries as strengths that deserve greater international visibility.

He also identified hydropower, tourism, digital services and creative industries as areas with potential to expand Nepal’s global economic engagement.

Khanal called for stronger coordination among government agencies, the private sector, academia, local communities and the Nepali diaspora to advance a common national branding strategy.

The dialogue focused on the report’s recommendations, their implementation and the institutional coordination required to strengthen Nepal’s global positioning.