Mongolia – Edelman has launched “Go Mongolia”, a new national brand film aimed at raising Mongolia’s global profile while strengthening national pride.
The 2.5-minute film highlights Mongolia’s landscapes, cultural heritage, and economic potential, positioning the country as a destination for tourism, trade, and cultural exchange.
“The challenge was to capture the energy and dynamism of a youthful nation re-emerging onto the world stage, while also rallying internal pride,” said Tim Green, chief creative officer of APAC at Edelman.
Its production involved close collaboration with the Mongolian Ministry of Culture, Trade and Tourism, other government agencies, and local creators. Contributors ranged from animators and bloggers to business leaders and institutions such as the National Theatre. Designers of Mongolia’s Olympic uniforms, Michel and Amazonka, provided the wardrobe to balance cultural authenticity with a modern edge.
The film forms part of a long-term nation branding initiative launched in 2023. Edelman oversaw the creative direction, scripting, and production in coordination with Mongolia’s ministries to align both international ambitions and domestic identity.
“It literally emerged from within Mongolia—it’s in the name. It’s a driven nation with ‘Go’ at its heart, both literally and figuratively. It positions Mongolia as a place to go explore, go invest and go create, while also serving as a rallying cry to instill pride among Mongolians themselves,” Green said.
“This is another example of how Edelman brings to life integrated thinking at the intersection of culture, commerce, and creativity. It’s a piece of work that instils trust in a unique country sitting at an interesting crossroads in the heart of Asia,” Green added.
Since the rollout of the “Go Mongolia” brand, the country has reported greater global visibility—rising 14 places in the Brand Finance Global Soft Power Index, achieving record tourism revenues, and being named Lonely Planet’s top destination in its Best in Travel 2024 guide. The campaign has also supported cultural diplomacy and investment ties, including Mongolia’s sponsorship of Fulham Football Club, its presence at the Paris Olympics, and the launch of United Airlines’ first direct route from the United States.
Green explained, “It was important for us to hand the concept over to the people of Mongolia and let them give it meaning. We launched across different fields—from fashion shows in Paris to international partnerships like Mongolia’s sponsorship of Fulham Football Club—showing how ‘Go’ works on the world stage and reflects who the people of Mongolia are.”
The new film marks the latest phase of Mongolia’s soft power strategy, combining cinematic storytelling with efforts to project a unified national identity. “Go Mongolia” is now available internationally through global news outlets and digital platforms.
