KINLEY KHANDU CHODEN | Thimphu
Bhutan has officially launched its first four registered Geographical Indication (GI) products, marking a major step towards protecting the country’s cultural heritage and strengthening rural livelihoods.
The milestone establishes Bhutan’s national GI system, designed to safeguard the authenticity and reputation of products that are deeply rooted in traditional knowledge, local identity, and geographical origin.
The products were unveiled during a ceremony in Thimphu on June 30 attended by senior government officials, local leaders, development partners, and international dignitaries.
The event marked the culmination of years of collaborative efforts to establish a legal framework that recognises and protects products whose quality and characteristics are intrinsically linked to the places where they are produced.
The first four registered GI products are Bumthang Yathra, Bumthang Honey, Dhur-Tadingang Gontho, and Merak-Sakteng Zoetey, each reflecting the unique traditions, craftsmanship, and natural resources of their respective regions.
During the ceremony, GI certificates were presented to the Bumthang Yathra Cooperative and the Bumthang Honey Cooperative, while sample launches were conducted for the Dhur-Tadingang Gontho Cooperative and the Merak-Sakteng Zoetey Cooperative, formally bringing the products under Bhutan’s newly established GI framework.
Highlighting Bhutan’s approach to economic development, the Minister for Industry, Commerce and Employment, Namgay Dorji, said the country should focus on quality rather than quantity.
“Like other countries, while we may not be able to compete in terms of quantity, we can certainly compete through quality.”
He said Bhutan’s comparative advantage lies in producing distinctive, high-quality products instead of competing in mass production.
Each registered product underwent a rigorous evaluation process before receiving GI recognition.
The certification assures consumers that the products are authentic and meet established quality standards while enabling producers to gain greater recognition and potentially higher market value.
By protecting the identity and origin of these products, the GI system also helps prevent imitation and misuse of names associated with Bhutan’s traditional products.
Geographical Indications are internationally recognised intellectual property rights that identify products whose qualities, reputation, or characteristics are essentially linked to a specific geographical area.
For Bhutan, the establishment of a GI system represents more than legal protection. It also serves as a mechanism for preserving traditional knowledge, promoting cultural identity, and supporting sustainable economic development in rural communities.
GI certification is expected to preserve the authenticity, quality, and reputation of local products while creating opportunities for value addition and improved market access.
The system is also expected to encourage agricultural entrepreneurship by enabling cooperatives and producers to differentiate their products in increasingly competitive domestic and international markets.
In doing so, it can contribute to improved livelihoods for farming communities while encouraging the continued production of traditional goods.
The successful registration of the four products reflects extensive collaboration among government agencies and development partners.
The initiative was led by the Department of Media, Creative Industry and Intellectual Property under the Ministry of Industry, Commerce and Employment in partnership with the Department of Livestock and the Department of Agricultural Marketing and Cooperatives under the Ministry of Agriculture and Livestock.
The Bhutan Food and Drug Authority and the Bhutan Standards Bureau also played key roles in developing and implementing the GI framework.
Through the European Union Technical Assistance for Agrifood Systems (EU-TAAS) project, the Food and Agriculture Organization of the United Nations (FAO) provided technical support to establish Bhutan’s national GI system and facilitate the registration of the country’s first GI products.
The partnership forms part of broader efforts to transform Bhutan’s agrifood systems through sustainable production, value addition, market differentiation, and improved rural livelihoods.
The initiative is expected to generate long-term economic benefits by increasing consumer confidence in Bhutanese products and enhancing their visibility in specialized markets.
Products bearing GI status often command premium prices because consumers associate them with authenticity, quality, and traditional production methods.
This can strengthen market competitiveness while ensuring that economic benefits are shared among producers and communities linked to the products’ geographical origins.
Beyond economic gains, the introduction of GI products is expected to reinforce Bhutan’s commitment to preserving its cultural heritage.
Many traditional products embody generations of indigenous knowledge and specialised skills that have been passed down through local communities.
By formally recognising these products, the GI system helps safeguard these traditions while encouraging younger generations to continue producing and promoting them.
The launch also reflects Bhutan’s broader vision of developing sustainable agrifood systems that balance economic growth with cultural and environmental preservation.
By linking product quality to geographical origin and traditional practices, the GI framework encourages sustainable production while reinforcing the value of local knowledge and community-based enterprises.
With legal recognition now in place, Bhutan is positioning its distinctive agricultural and artisanal products for greater recognition in domestic and international market.
