Minister Khanal calls for strategic rebranding of ‘Brand Nepal’ to drive global trade and public diplomacy

KATHMANDU — Minister for Foreign Affairs Shisir Khanal has emphasized the need to rebrand Nepal’s international identity by leveraging its rich cultural heritage, artisanal traditions, and emerging economic capabilities.

Addressing a policy dialogue organized by the Institute of Foreign Affairs (IFA) and Friedrich-Ebert-Stiftung (FES) Nepal in Kathmandu today to release the report Brand Nepal: National Assets, Global Narratives and Strategic Opportunities, Foreign Minister Khanal outlined a three-pronged strategy to enhance the country’s global standing.

He stressed the importance of protecting traditional knowledge through geographical indications and intellectual property rights, cultivating a modern national narrative through public diplomacy, and aligning domestic assets with foreign investment, regional energy trade, and climate diplomacy.

Highlighting major initiatives such as the Sagarmatha Sambaad, Minister Khanal urged coordinated action among government bodies, the private sector, and the diaspora to build global confidence in ‘Made in Nepal’ products and elevate the nation’s economic presence worldwide.