Top 10 Brand Bhutan Promotors Beyond Borders

The year 2022 has been a tremendous year of transformation and risk-taking for Bhutan. We have finally done many things that we have only thought about or didn't even think about to this day. It's too early to get any sense of where it would take us but what matters is that we have done it. I am optimistic that it will be worth it. 

Of the many things that we braved to change, even though they seemed to be working fine (because just fine isn't enough anymore), is the transformation in the tourism sector. The sudden rise in the SDF from $65 to $200 shocked the sector, but that's where the idea of an exclusive destination gets real. We just have to wait and see if this was a masterstroke. I have reasons to believe it is. But we have to put in some effort to promote Brand Bhutan as an exclusive destination across the world and not just on paper. We must make the world curious as much as we have to make ourselves ready. 

I made a list of the top ten Bhutanese citizens who have managed to create curiosity in parts of the world and made people ask, "Where is Bhutan?"

Department of Tourism could use these people as ambassadors in the regions they are popular or at least recognize them in some form because if we are to put a cost on their contributions to the promotion of the brand Bhutan- it's going to be priceless.  

 

1. (Druk Thuksey) Pawo Choyning Dorji: We all know about the Oscars nomination of Pawo's Lunana, a Yak in the Classroom, but we will never know the extent to which his film has promoted Bhutan globally. There is no way we can ever organically reach so many countries, cultures and languages as Lunana did. Therefore, I put him at the top of the list. 

Pawo Choyning Dorji, Filmmaker 

2. Dasho Tshering Tobgay: Dasho's TED Talk captured the attention of millions of people across the globe on our country's extraordinary leadership, environment and culture. That talk alone must have created billions of dollars worth of goodwill, network and climate action.  

Dasho Tshering Tobgay, Motivational Speaker

3. Sangay Tsheltrim: A bodybuilding champion turned actor with a military background fascinated the Bollywood audience, as he played against Bollywood superstars like Salman Khan and Shah Rukh Khan. He has introduced Bhutan to parts of India where we are hardly known.   

Sangay Tsheltrim, Bodybuilder, Actor

4. Kelly Dorji: Kelly was the only Bhutanese we had in the international film industry for decades. He has shared the silver screen with the biggest names in Indian cinema, and to this day, we see him on TV every few days. His roles in south Indian cinema are particularly glamorous even though they are negative roles.    

Kelly Dorji, Actor

5. Pinda Panda is a celebrated gamer and streamer living in Malaysia. She is living a life that most young people dream of. She has a huge fan following; for them, she is their introduction to Bhutan. She should appear in kira sometimes to fascinate her fan on the big gaming platforms. 

Pinda, Gamer

6. Chencho Gyeltshen: He took Bhutanese football to a whole new level by breaking the glass ceiling and starring in clubs in India. He made the whole country watch Indian premier leagues on TV. He made the commentators shout "Chencho from Bhutan" a hundred times in a match. 

Chencho Gyeltshen, Football Player

7. Phub Zam: Chechey Phub Zam, who emerged from a singing show, found her calling as a different breed of a singer who could touch people's hearts with a special voice for spiritual songs. She tours Buddhist countries across the Himalayan region, singing spiritual songs and spreading happiness. 

Phub Zam, Singer

8. Ryhaan Giri: This young man introduced himself to us from the Voice of Nepal stage. His captivating voice, combined with his sweet nature and good looks, is capturing the imagination of the Nepali population. He is creating an image of Bhutan in Nepal that they haven't known.

Ryhaan Giri, Singer

9. Ugyen Choden: When Ugyen appeared on some foreign TV shows giving interviews, she amused us with her candid remarks. We didn't know she was building a career in Nepali Cinema back then. Now, she is much loved in Nepal with back-to-back projects. If Ryhaan makes the Nepali girls scream out his name, Ugyen will do that for the boy. 

Ugyen Choden, Actor 

10. Tashi Choden: Tashi was into modelling and acting in the last few years, and it seemed like that was it, but the young girl changed it all for a new beginning by contesting for Miss Bhutan 2022 and winning it. The next phase of her life has just started, and she will undoubtedly represent Bhutan on the world stage in vogue. 

Digital Sovereignty of Bhutan

Once upon a time, when the internet was new in Bhutan, and we were trying to create our email account for the first time, we used to select either India or Bangladesh as our country because Bhutan was not on the dropdown list of countries. It was forgivable in the early days.

Over the years, that issue is solved. Finally, Bhutan was added to the list, and it was a moment of pride to choose Bhutan as our country whenever we joined any online platforms. How odd is it that some ignorant tech guys had deprived us of our sovereignty for a long time? Sometimes, I doubt their intentions. How could a big tech company not know that Bhutan is a sovereign country?

Twenty years on, everything has moved on but we still struggle with the same issue of some tech companies refusing to recognize Bhutan or treat us at par with other countries. It's no geographical ignorance anymore. 

For example, 

• In Playstore you are often told, "This item not available in your country.", which means we can't get that app because we are in Bhutan. If we tweak our location a little bit or use VPN then we get the app. Why can't we get it when we are in Bhutan?

  

  Playstore notice

• "You are not eligible for monetization. The YouTube Partner Program is not available in your current location Bhutan." This is really sad because none of our YouTubers can monetize their channel legally. They have to lie about their location to be eligible. It's easy to change the location but why? What have we done to be punished?

YouTube ineligibility notice

• On Google Maps, some of us are making efforts to add names of important places and monuments in Dzongkha, but somehow they only show the names in English. If it's uniformly applied then there is no issue but on our north places appear in Chinese script and on our south in Hindi script, which raises the question, why not Dzongkha? Worse even, some of our places appear in Chinese text and we can't change them back. 

Chinese and Hindi over Dzongkha

These are a few examples I have encountered but there could be many. They may seem insignificant but if we look carefully, why would they do that if it's so insignificant? 

What can we do to fix it? For an individual, it may be a colossal task but I think it's the job of the Ministry of Information and Communication (MoIC) or a more relevant department under it. 

Bone Healing Menchu in Paro

For thousands of years, mankind has been looking for the Fountain of Youth, we don’t know if some people found it and kept it a secret or maybe it’s not even there. But our forefathers in Paro have found another sort of fountain that is known to have bone healing power. It's called Bjagoed Menchu located several kilometres from Paro Bonday toward Chelela.

Legend has it that a vulture (Bjagoed in Dzongkha) with a broken wing had landed near the small spring and it was seen dipping its injured wing in the spring water from time to time. After a few days, it’s said that the bird was completely healed and flew away like it never was injured. The story spread far and wide about the healing power in that water, and people with fractured bones visited the spring to take a hot-stone bath. Thus, it came to be known as Bjagoed Menchu.

The legendary spring, fenced and preserved

Bird borns are scientifically known to be very strong and hard to break but once broken they are hard to heal unlike human bones, therefore the legend seems to have a solid scientific foundation.  

Traditionally, people brought fracture patients to the Menchu and spend days to weeks in privately set up camps. They brought their tents and utensils, collected firewood, heated stone themselves and bathe for hours. The only things they need not bring were water and the tub. 

Over the years, with the increase in the number of visitors, the sacred site was badly affected; people threw garbage all over, use the pristine forest as the toilet and fell trees for firewood and tent poles. The community around there raised the alarm and sort urgent intervention from the local leaders.

Bathhouses on the left, Canteen in the centre and hostel on the right.

With the support of the GEF small grants programme, the place has been modified into a community business with a sustainable model around it. There are eight bathhouses with a wooden tub each, and the corresponding guesthouse for each bathhouse, common toilet, and canteen. 

Hostel/Guesthouses were filled with people with various fractures

It was her third day when I visited and she shared that her leg was feeling much lighter. Seeing so many people on clutches around I asked if they were healing well, to which she said that even some paralysis patients who came in wheelchairs went back walking unassisted. 

Outdoor sitting space for patients and families 

The facility is outsourced to a local who has hired a few staff to provide services like heating the stone, feeding the tubs with hot stone, cleaning the tubs in the evening, maintaining the toilet facility, managing the waste and running the canteen. It’s a rural spa.

Bathhouse with modern tech to assist the initial heating of the water. Stone heating oven on the right.

I was there to see my cousin who has injured her leg again. The same leg had sustained permanent damage from the accident some fifteen years ago. This was her second visit and was staying for a week with her daughter helping her around. 

Of course the Canteen

They say that the Menchu is good not just for healing fractures but all sort of bone-related issues. So if you are planning to go or take your parents there, the following are some logistic info I gather:

For stay-in visitors, one bath house with a guest house cost Nu.1200 a day. As many as five members of a family can share the room and the bathhouse for one price. You can use the bathhouse from 8 AM to 5 PM in the evening. After 5 PM the service is open to day visitors who don’t stay overnight.

For day visitors, who don't stay over, one bath house for three hours is Nu.800. And you are encouraged to come after 5 PM when stay-in visitors resign to their hostel.

Hostel rooms have plug points for you to bring your cooking appliances. You can order food from the canteen. Chilled beer is served as well.

For booking and inquires call Kuenchap 17922229

Rice Cooker Disease?

Before electric rice cooker was introduced in our kitchen cooking rice was an art. Not many could boast about knowing the art. Even pro mothers could land up with bad pots once in a while. I remember how my mother would be on her toes once the rinsed rice was poured into the boiling water. She would keep stirring it and from time to time she would spoon out few grains and feel them between her fingers.

Once she got the right feel, which was when the grain was soften all around except a tiny bit in the centre, she would remove the pot from the oven and drain out the thick rice soup that was half the content of the pot. Then the pot was put back on the oven with low heat. I always wondered how my mother knew how much longer to wait after that because I mostly landed up with either uncooked or burnt rice.

That short story on the art of cooking rice can be a history lesson for young Bhutanese born after 90s. Because after electric rice cooker came cooking rice literally became a child's play. All you have to do is rinse the rice, along with some water pour it in the cooker. Put your index finger to see if the water level is at the first line of your finger above the level of the rice. Close the cooker. Pull the light down to 'cook' and go to sleep till mother comes home to prepare the curry. Of course some can't even do that much.

Besides the art and history of cooking rice there also seems to be solid science involved in it, which is gradually surfacing in the form of a disease. The deadly disease is called diabetes. It's sugary but not at all a sweet disease it mess with. We understand that it is to do with excessive sugar in our blood that our pancreas can't handle. But how did this happen?

Bhutan didn't have this disease before, perhaps there were some cases that we were ignorant about but now it has become so common. Well, the answer could be in the rice cooker. A research in Singapore ( Story published in Strait Times) has shown that a plate of rice is as bad as two cans of sweetened soft drink. Ask yourself how many plates you eat in a day.

We Bhutanese always ate rice, so before you ask me why I blamed rice cooker here let me tell you that before rice cooker we boiled rice till it gave away whatever it contained and drained out the soup. Remember the history lesson. So the rice we were eating didn't contain all the sugar it came with but now we are taking in every bit of sugar it contains because there is no draining out of soup.

We started using rice cookers in 90s and in the last two decades we must have forgotten how to cook rice without rice cooker but we have produced enough diabetic parents to relearn the art of cooking rice the old way.

Courtesy: Strait Times, Singapore 

Sanja Dema's Husband

The context of this post is the communal joke that was widely circulated on the badly abused social media platform WeChat. Yes WeChat has been already used as the Launchpad for three worst things to happen in Bhutanese social media; leaking private movie clips, spreading hoax, and sharing communal joke. All resulted in social disharmony that is very new to Bhutan.

Well, the joke was a voice recording of two men allegedly from Haa talking about a woman named Sanja Dem who married a guy from eastern Bhutan. Their conversation roughly translates to,

“Sanja Dem is married!”

“Really, who is the man?”

“He is a Sharchop.”

“O’ then he will steal nyah.”

I am from Haa and I know the men whose voice were recorded weren’t from Haa, as is evident from the fake accent they used. They were making fun of our language. Worse still, they impersonated us to insult Sharchops by calling them thieves. With all my sense of humor I am trying to laugh at the joke but somehow the intention in this joke seems seriously wrong.

I heard the joke before and back then Sanja Dem’s husband wasn’t a sharchop, he was a gatey (ex-monk) but the character in the joke was suddenly changed to a shashop to supposedly do maximum damage. This seemingly dry joke could lead to social disharmony and therefore such communal jokes of disastrous potential should be stopped right away.

We must appreciate our unity as harmonious little society. Many countries suffered because of communal division leading to mistrust among people, igniting riots and starting civil wars. We need not learn the lesson in a hard way; history is a good teacher. We should not take our harmony for granted just because we didn't earn it ourselves. It's the greatest gift of the Wangchuck dynasty that we must honour.

“Such clips are communal in nature and much more severe than the circulation of pornographic materials, We can book them under the National Security Act as its highly objectionable.” - Police Chief, Brigadier Kipchu Namgyal, in Kuensel 

Plastic Won't Be a Problem in Bhutan

In school we were told plastic was among the worst things that could pollute our environment because it would not disintegrate in 800 years, ok, just say forever. It means that the very first batch of plastic mankind produced, which was in 1862, hasn't yet disappeared and in last many year god knows how much more plastic the world would have produced. Imagine if Zhabdrung had thrown a plastic bag in a field in Punakha it would still be there. But don't worry there wasn't plastic during Zhabdrung's time.

From 1862 to 1970, plastic was seen as a magical material that could be crafted into variety of shapes and substitute precious natural substances like tortoiseshell, ivory, horn, and linen. The revolutionary discovery gained the reputation of being the saviour and protector of natural environment because it drastically reduced on the hunting of elephant and tortoise.

It was the beginning of material abundance that helped people gain access to affordable essential resources when inexpensive plastic replaced the scarce natural resources. Things became cheaper, lighter, safer and stronger. The development of computer, cellphone, and all the advanced technology was made possible by plastic, including electricity and transportation. It raise the living standard of people.

Suddenly in 1970s world woke up and made the once saviour of the natural world into the terror of the natural world. It wasn't the plastic that changed its property suddenly in 1970s. It's like the common Bhutanese saying about how even mother's breast milk can be poisonous if over-consumed. Human beings began using plastic in everything and everywhere without considering where it would land up at the end.

Plastic clogs drainage systems and flood cities, it overwhelms landfills and leach out dangerous chemicals that are threats to lives, in river system it can endanger aquatic lives, it will soon invade our agricultural fields make them infertile, and at the end it will take away our forest. But remember plastic doesn't go there on their own, it's us who ill-manage it. Plastic is a Frankenstein and we are being very insensitive with it.

But in Bhutan we have our smallness on our side, today it may seem like we have plastic problem but if you have observed carefully, one moment you see lots of plastic bottles thrown around and next moment it's gone. It's just a matter of one good solution, because plastic is a magical element. My little niece Bumchu won't leave any plastic pottle at home or in our cars, because her school has the practice of collecting and selling plastic waste to Greener Way.

Now Greener Way has a local market in The Green Road right in Thimphu, where a young entrepreneur, Rikesh Gurung, with the technical capacity and legal right in executing the revolutionary idea of using plastic in blacktopping roads has opened shop. "The technology involves coating of aggregate with molten waste plastic before it is mixed with bitumen. Besides being an effective solution to plastic waste menace, it brings down considerably the cost of laying roads and enhances their life."-The Hindu
Thimphu alone produces 50 tonnes of plastic waste daily and the landfill has over 200,000 tonnes of plastic, says the founder of The Green Road, which means he will have enough resources to make better and cheaper roads in the country, and he will not run out of his key ingredient. And the best part is plastic in Bhutan will not be a problem anymore.

But I'm surprised Rikesh's idea didn't receive red-carpet welcome in the country. If our concerns about plastic waste were genuine and all the headlines meant anything serious I would expect the government to hug the young man because his project can kill two cockroaches at one spank; better road and plastic management.

Interestingly before Rikesh could showcase his first task of blacktopping 30 meters road in Thimphu, another project made a headline. It's about a technology that will be setup at the landfill to convert plastic into crude oil. I am throughly confused now. Rikesh has multi-million plant setup and now another project is threatening to steal away his raw material, what is this all about? Do we have so much plastic waste to feed two big projects? While the rest of the world is suffocating in their plastic waste, it looks like we are going to face plastic waste scarcity. Anyway, it's good for us!

A World Class Flower Exhibition

I overheard a foreign tourist asking his guide at least three times, "You mean all this is put up in a week?" The guide was as proud as me, "Yes, all in a week."

For the first time in a long time I have seen something done by Bhutanese that's truly world class. We always had that excuse of being Bhutanese that gave us the license to under perform and still be proud. From a crude machine made of wood to some funny software or animation, they always made it to headlines despite being no better than anything the western world made half a century ago, but we still say, "come on, it's Bhutan. A Bhutanese doing so much is amazing." Which is why we are considered third world.

But the Royal Bhutan Flower Exhibition was something that proved to ourselves that we too are living in 2015 along with the rest of the world, and that no form of excuse can justify why we should be lesser country. 

Besides, in my wildest imagination I couldn't have guessed Bhutan had so many passionate florists, let alone the vastness and variety of their collection. And the timing is magical, with almost every flower in full bloom, which remained continuously glorious the entire week.

Thank you your Majesty, your visions are always clear and beautiful. Heartiest congratulations to every beautiful soul involved in creating that heaven on earth. Next year is going to be unimaginable. 

Following are some shots I took to celebrate the grand success of the Exhibition and to remind myself from time to time about how much our people can do.

Are you convinced now?