The Making Of New Identity: How Bhutan Created A Brand For The Future

The country is best known, perhaps, as the only one in the world that uses the happiness of its people as a guiding principle to underpin its philosophy. This started back in 1972, when Jigme Singye Wangchuck, the fourth king of Bhutan, coined the term ‘Gross National Happiness’ (GNH) and began to advocate mental wellness.

The nation is also progressive in other ways – with it also being the world’s first carbon negative country, due to the fact that its forest cover has been preserved at 70%. In fact, in 2021, Bhutan sequestered 9.4 million tonnes of carbon against its emission capacity of 3.8 million tonnes.
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