Foreign Minister Khanal sets three priorities for 'Brand Nepal' at report launch
Speaking at the launch of the 'Brand Nepal' project report in Kathmandu on Thursday, Foreign Minister Shisir Khanal called Nepal's reputation a strategic asset and named three priorities for promoting it.
Foreign Minister Shisir Khanal said on Thursday, November 5, 2026, that the government is committed to establishing Nepal's national identity more firmly in the world. He was addressing a policy dialogue in Kathmandu at which a project report titled "Brand Nepal: National Assets, Global Narratives and Strategic Opportunities" was released. Khanal described the country's international image and reputation as a strategic asset for its development aspirations and foreign policy.
A broader national identity
The dialogue was organized by the Institute of Foreign Affairs (IFA). According to Nepal News, the report was prepared through an initiative of IFA and the Friedrich-Ebert-Stiftung (FES) Nepal, drawing on discussions among scholars, practitioners, entrepreneurs and community representatives in September. The minister's remarks were also reported by Onlinekhabar and Gorkhapatra.
Khanal said a nation's reputation plays an important role in investment decisions, diplomatic relations, consumer trust and a country's standing internationally. Nepal's global identity is tied to the Himalayas, Lumbini and its cultural heritage, he said, but is not limited to them. He named the traditional handicrafts of the Kathmandu Valley, the weaving traditions of mountain communities, the art and environmental knowledge of the Tharu community, literary expression in Maithili, Bhojpuri and other languages, and the Kirat traditions of the eastern hills as important foundations of the country's collective identity. The enterprise of Nepali communities, the creativity of artists, the achievements of young innovators and the contributions of Nepali professionals abroad have further enriched that identity, he said.
Three priorities
Khanal set out three priorities for promoting Brand Nepal: identifying, protecting and adding value to the country's diverse national assets; building a broader and more effective national identity through public diplomacy; and linking that identity to emerging strategic opportunities.
On the first, he said Nepal's traditional handicrafts, agricultural practices, traditional medicinal knowledge, regional cuisines and artistic expression carry cultural and economic potential. To improve their international recognition and competitiveness, he called for stronger intellectual property protection, geographical indications, certification systems and quality standards. Nepal News reported that he also stressed that local producers and communities should receive a fair share of the value they create.
On public diplomacy, he said Nepal should present its part in United Nations peacekeeping, its community forestry, its creative industries, the digital skills of its young people and its traditions of cultural coexistence. He said the Foreign Ministry's public diplomacy division and Nepali missions abroad are expanding the country's international reach through cultural exchange, academic partnerships, diaspora engagement and strategic communication.
On opportunities, Khanal pointed to hydropower as a basis for regional energy cooperation, to natural and cultural heritage for higher-value tourism, and to young professionals and entrepreneurs who link Nepal to international markets through digital services, innovation and creative industries. Realizing this, he said, needs strategic planning, capable institutions, reliable infrastructure and sustained partnerships. He said the ministry's Economic Diplomacy Division and diplomatic missions are working to connect Nepal's strengths with foreign investment, markets, technology and knowledge networks.
Sagarmatha Sambaad and next steps
Khanal cited the Sagarmatha Sambaad, first held in 2025 and due to be held again in 2027, as a forum that has helped establish Nepal's constructive role in international discussion of climate change and sustainable development.
According to Nepal News, he called for closer coordination among government ministries and institutions and urged the private sector, academia, cultural organizations, local communities and the Nepali diaspora to help build a credible national brand. The same outlet reported that he said the ministry would examine the report's findings, particularly its recommendations on public diplomacy, economic engagement and Nepal's strategic positioning.