Bhutan’s Bhutan Believe Film Wins Silver at 2025 US International Awards
Discover how Bhutan’s national brand film Bhutan Believe captured the silver award at the 2025 US International Awards, celebrating a fresh cinematic invitation to mindful adventure and cultural discovery in Bhutan.
Bhutan’s national brand film Bhutan Believe has been awarded the silver prize at the 2025 US International Awards in the category of best video for tourism country promotion, announced on 25 June.
The film was a collaboration between the Department of Tourism (DoT) under the Ministry of Industry, Commerce and Employment (MoICE), and Studio Khonsu, a London-based creative studio founded by Adam Slama.
A Modern Invitation for Young Travellers
According to a press release from MoICE, the film, shot and produced in 2024, was conceived as a modern cinematic invitation for younger travellers to visit Bhutan. It highlights the lesser-explored regions of Gangtey and Bumthang in central Bhutan.
With an original voiceover in Dzongkha, the film brings a fresh angle on Bhutan, promoting the spirit of mindful adventure.
Affirming Bhutan’s Creative Direction
DoT director Damcho Rinzin said that the recognition from the US International Awards is an affirmation of the creative direction in sharing Bhutan’s story with a new generation of global travellers. “‘Bhutan Believe’ is more than a film; it’s a call to explore Bhutan not only as a destination, but as a path to deeper self-discovery.”
The press release adds that the film, shot entirely on location, brings Bhutan’s core values of sustainability, culture, and inner transformation to life through a modern lens. “At its heart is a message that resonates far beyond tourism, to believe in purpose, in progress rooted in tradition, and in the power of travel to change lives.”
A Deeply Personal Inspiration
Adam Slama, founder of Studio Khonsu, described working on the film as an extraordinary and unique experience. He first travelled to Bhutan in October 2023 for the Strive Challenge expedition, where his team trekked through the spectacular Himalayan landscapes. This deeply impacted him, particularly the vibrant culture and the masked dancers. It was the dancers’ synchronised movements and resonant sounds that shaped his vision for the project.
“I wanted to translate this experience into a visual story, using the masked dance as the central theme to guide viewers through Bhutan’s magic, wonder, and cultural richness,” he said.
A Message of Confidence and Optimism
Bhutan’s national brand, Bhutan Believe, reflects the country’s confidence in its future, rooted in the wisdom of its past. The tagline underscores Bhutan’s potential, possibilities, and the collective optimism of its people, calling on citizens and visitors alike to embrace the kingdom’s aspirations and contribute to its continued growth and resilience.
