Soft power is the ability of a country to influence the world through its culture, values ​​and policies, not through military or economic strength. With limited military or economic power, the only way Nepal can influence the world is through soft power communication.

It is communicated through culture, education, diplomacy and the media. A country's soft power is not just about its diplomatic, cultural and natural assets, it depends on how those assets are presented to the world. Although there are many sources and possibilities of soft power, we have not been able to convey the story of Nepal and here to the world.

When you say Nepal, images of mountains, Buddha and cultural colors come to the eyes of anyone from all over the world. On the other hand, the news of poverty, instability and corruption are negatively impacting Nepal's image and weakening the country's credibility and attractiveness.

Lumbini, Everest and the message of peace are the foundations of Nepal's soft power. But Nepal's campaigns for soft power communication have been inconsistent, which has not yielded the expected results. Digital communication has a weak presence, not reaching a global audience. Even in the traditional media, the story of Nepal has not been presented effectively. 

Nepal's soft power also has the potential to influence the world. According to the soft power policy, India is attracting global tourists through the 'Incredible India' campaign. Another neighbor, China, is increasing its economic influence through the 'Belt and Road Initiative'. Although Nepal is small, it is rich in cultural and natural heritage. It is full of rich resources that can expand global influence. But we have not been able to utilize the resources, tools and opportunities of Softpower. 

The soft power policy of the United States, such as Hollywood, its media, the Fulbright program, and international aid, has a global impact. The British Council, the BBC and the legacy of the historic empire are considered sources of soft power.

French art and fashion, Japan's Tokyo Olympics and Jet Program, South Korea's K-Pop and Korean Wave, China's Confucius Institute and Belt and Road Initiative, India's Bollywood, Yoga and Ayurveda, Australia's Sydney Opera House are considered examples of soft power communication. Which has strengthened the image and influence of those countries in the world.

Lumbini, the birthplace of Gautama Buddha is on the World Heritage List. The site attracts Buddhist pilgrims and spiritual seekers, as China has expanded Confucius Institutes around the world through soft power policies. But we have not been able to attract Nepal for Buddhist followers of the world. Nepal's role in the spread of intellectualism has often been overshadowed by India.

Lumbini can attract Buddhist pilgrims and form the basis of Nepal's spiritual softpower. Pashupatinath Temple is a major pilgrimage site of Hinduism, which can attract Hindu devotees. Nepal is the second largest ethnically and linguistically diverse country in South Asia after India. It conveys the message of cultural diversity and tolerance. 

Nepal's peace process, especially the Maoist conflict resolution, is a global model. Nepal has not effectively promoted this achievement. We can also establish this as the soft power of Nepal. Since 1958, Nepali soldiers have contributed greatly to United Nations peacekeeping missions, making Nepal the world's largest provider of peacekeepers.

While Bhutan, a small country in South Asia, has made its identity in the world as a country of 'national happiness', despite being one of the countries that has contributed the most to the world through the Buddha's message of peace and the United Nations peace mission, Nepal has not yet identified itself as a 'country of peace'.

Similarly, Nepal's neutral and non-aligned policy has made a special place in regional diplomacy. But we have not been able to use these softpowers. Despite being a small country, Nepal's 126 castes and 123 languages ​​show its cultural diversity. The mixture of Hinduism and Buddhism exemplifies religious harmony. However, these stories of ours have not been communicated to the world. Nepal's pluralism tolerance and coexistence is a powerful soft power. 

Festivals like Dasain, Tihar, Maghi, Lhosar are mainly celebrated by the diaspora. But no attempt has been made to globalize it. But India has succeeded in globalizing 'Diwali'. The hospitality and lifestyle of rural Nepal, Nepali food dishes like masham and dalbhat, traditional art, thanka, Mithila handicrafts, folk music and dance are also sources of Nepali soft power. 

Himalayan beauty is another strong base of our softpower. Being home to eight of the world's ten highest mountains, it has unparalleled tourism potential. Nepal can establish itself as a leader in eco-friendly mountain tourism. The eight highest Himalayan peaks, Chitwan and Everest National Parks encourage adventure and eco-tourism. It can attract adventure tourists and mountaineers. 

There is also ignorance and misconceptions about Nepal's soft power in the world. The great cultural influence of India has also overshadowed our stories. Our contributions are being overshadowed by Indian philosophy or other countries, just as Buddhist philosophy is taught in universities around the world as Indian philosophy.

For example – How was wisdom communicated in the world? In this regard, in Professor Dayakisan Thasu's book 'Communicating India's Softpower', Nepal has not been discussed anywhere. Kapil Muni, the originator of Samkhya philosophy, is associated with Nepal, but it is also considered an Indian philosophy. Pashupatinath Temple is the center of Shaivism but Shaivism is called 'Indian Philosophy'. Philosophical traditions of Newar, Kirat, Tamang and other communities of Nepal are based on nature and community life.

'Diwali' and 'Yoga' are becoming globally established as India's soft power. But our tantric traditions and tribal philosophies are not known to the world. India's cultural dominance, lack of academic research and Nepal's lack of promotional strategy have overshadowed Nepal's contribution. Nepal should take strategic steps to promote these heritages to the world. The possibility of expanding the soft power of both countries through cooperation with India should also be explored.

For a small country like Nepal, softpower can play a big role in making its place in the world. There are examples of poor countries expanding their influence in the world through soft power despite limited resources. Rwanda's peace and development story, Vietnam's educational diplomacy, Ethiopia's green diplomacy, Kenya's digital diplomacy, Bhutan's happiness index, Zambia's wildlife tourism are examples of this. 

Nepal's softpower communication is in its infancy. Not much study has been done on this. Although Nepal has mentioned the possibility of soft power in the foreign policy document brought in 2019, the implementation plan has not progressed.

Effective softpower communication requires public diplomacy, cultural exchange and digital platforms. Through strategic promotion, digital presence and cultural diplomacy, Nepal can present its soft power to the world. Also, the Nepali diaspora around the world can be used as a cultural bridge. 

Nepal's softpower resources are vast. Nepal should not hesitate to brand its unique heritage, streamline the regulatory process and utilize the diaspora and digital platforms. Nepal should make an effective communication plan to convey its soft power to the world.