29 October 2024, NIICE Commentary 9690
Dr. Pramod Jaiswal & Mira Rai
Joseph Nye Jr defines “soft power,” as a country’s ability to influence others without resorting to coercion. This process involves countries projecting their values, ideals, and culture across borders to foster goodwill and strengthen partnerships, deriving attractiveness from their cultural, political, and foreign policy initiatives. During the Cold War, the United States and the Soviet Union, as two superpowers, effectively employed soft power as a nonviolent method to promote their cultural, economic, and political values. In international politics, soft power is understood as the capacity to attract and co-opt rather than coerce, playing a crucial role in the context of multilateralism. It encompasses much more than just image-building, public relations, or temporary popularity; it constitutes a form of real power that enables countries to achieve their political objectives.
Nepal and its Soft Power
Nepal harnesses its soft power to maintain sovereignty and foster prosperity. Recognized for contributing large numbers of UN peacekeepers, Nepal garners global respect for its professionalism and integrity. Another significant soft power asset is the recruitment of Gurkha soldiers into the British and Indian Army. Beyond peacekeeping, Nepal’s rich cultural heritage, mystic mountains, featuring diverse ethnic, tribal, and social influences, enhances its global image. Key soft power resources include tourism, religious harmony, hydroelectric potential, and cultural expressions like music, art, and festivals. Nepal, the birthplace of Lord Buddha and Goddess Sita, can further elevate its soft power through religious diplomacy, promoting Buddhist heritage, Hindu shrines and unique traditions such as the Dog Festival (Kukur Tihar).
Kukur Tihar: Dog’s Day
Kukur Tihar is the second day of the Nepalese Hindu Festival of Tihar, also known as the “Day of Dogs”. According to Vedic Sanatan Dharma, dogs are given special importance as they are considered as the guardian, security guard, and messenger of Yamaraj and it is said that the dog also guards the gate of salvation after death. Dogs have been very close to human beings since human civilization. The dog is also the wagon of the fearless Lord Bhairav, the seeker of Tantra and the path of righteousness. On this Kukur Tihar day, the dogs are worshiped and offered delicious food with garlands and tika.
Enhancing Soft Power through International Festival
Many world leaders, celebrities and business tycoons have kept dogs as their pets. The US’s Presidential pets have long captured public interest. For instance, Roosevelt’s dog Fala, Nixon’s Checkers, and Clinton’s Buddy highlighted the pets’ role in political narratives. Johnson’s beagles, Bush’s Springer Spaniel Spot, and the Obama’s Bo and Sunny continued the tradition. Biden brought Champ, Major (the first shelter dog), Commander to the White House. Celebrities like Rihanna’s Oliver, billionaire Bill Gates’ Biko, Tata’s Tuffy, and several others have often been in the limelight.
Not only does keeping dogs as pets hold significance but representing dogs as diplomatic gifts have played a contemporary feature in world politics. Khrushchev’s gift of Pushinka, a dog from the Soviet space program to John F. Kennedy in 1961 symbolized Soviet achievements. The Russian President Vladimir Putin has received four dogs as diplomatic gifts, all residing with him in Moscow. The latest, Pasha, a Yugoslavian shepherd, was gifted by Serbia in 2019, Verni, a shepherd from Turkmenistan given in 2017, Yume, a Japanese Akita received after Putin supported Japan’s 2011 disaster recovery, and Buffy, his first gift dog, from Bulgaria in 2010.
Many world leaders who share a love for dogs often bring their pets along to official events and sometimes even on the campaign trail. UK Prime Minister Boris Johnson’s rescue terrier Dilyn travels with his partner, while Finnish President Sauli Niinistö’s Boston Terrier Lennu has become a national sensation. Irish President Michael D. Higgins is regularly seen with his Bernese Mountain Dogs, Bród and Síoda while Canada’s Prime Minister Justin Trudeau has a Portuguese Water Dog, Kenzie. French President Emmanuel Macron’s dog, Nemo, is a Labrador-Griffon mix, chosen from a shelter. Also, Queen Elizabeth’s royal corgis to beautiful actress Audrey Hepburn’s fluffy Mr. Famous and many others.
This love and friendship between leaders and dogs reflect their capacity for compassion—a key trait, especially for one who has as much power as the president. Dogs have long been used as symbols of strength. In paintings and statues, leaders are often shown with a loyal dog by their side, underscoring how animals can represent power in various forms.
The love for dogs as pets is growing globally, not only among the public but also among political leaders, celebrities and business leaders as a dog diplomacy. This trend makes festivals like Nepal’s Kukur Tihar an increasingly relevant tool for soft power diplomacy. This tradition has begun to inspire celebrations abroad as well. For example, since 2016, Puerto Vallarta and Mexico City have hosted their own Kukur Tihar, with Mexican animal rights groups and communities participating by garlanding and adorning dogs with vermilion, just as in Nepal. This adaptation was inspired by Nepal’s festival to raise awareness about the respect humans owe to animals, particularly dogs, and has since gained popularity, highlighting dogs in a unique cultural celebration.
The Kukur Tihar, can serve as a form of soft power for Nepal by drawing international attention as a celebration of respect for dogs—a sentiment that resonates globally, even among prominent leaders. Thus, this festival not only strengthens Nepal’s cultural diplomacy by attracting tourists but also connects with animal lovers and advocates worldwide, fostering a positive image that transcends geographic borders. Through Kukur Tihar, Nepal showcases the soft power potential of its festivals and traditions, conveying values of respect, harmony, and humane treatment of animals that appeal to a diverse global audience.
Way Forward
As Kukur Tihar gains national and international significance, it holds substantial potential as a diplomatic and soft power tool in Nepal’s foreign policy. The government could undertake several strategic steps and open avenues for collaboration with private stakeholders and various interest groups. For example, hosting Dog Festivals, Dog’s Cultural Show, Dog’s Fashion Show, Dog’s Olympics, etc during Tihar by inviting foreign diplomats, influencers, and journalists to experience the festival firsthand would promote Nepal’s culture and traditions, fostering cultural diplomacy between Nepal and other countries.
Nepal can easily generate necessary revenue required for promotion of such events because in 2023 alone, the pet care market was estimated to be worth over $260bn, with the dog food sector alone contributing a substantial portion, reaching around $95bn globally. The market includes food, grooming, veterinary care, pet insurance, toys, and accessories. Americans alone are spending nearly $60bn on dogs in 2022.
In Europe, the dog food market is estimated at $22.88bn in 2024, with Germany leading the EU’s pet industry, generating approximately $6.81bn in 2023 and projected to reach $1.62bn in 2024. Even, Nepal’s pet care market is rapidly expanding, exporting 1,646 tons of dog chews worth Rs 3.18bn in the last fiscal year, primarily to the US and Canada. These data clearly project that Nepal can probably start from the US and enter into Europe from Germany, countries that Nepal enjoys special ties with. Additionally, partnering with animal rights organizations could elevate Kukur Tihar’s profile through events and social campaigns that highlight animal rights. Thus, promoting Kukur Tihar would not only boost tourism and strengthen the national economy but also serve as an impeccable means of dog diplomacy, cultural diplomacy, and soft power for Nepal.
Dr. Jaiswal is Research Director at Nepal Institute for International Cooperation and Engagement and Miss Rai is Research Associate at Nepal Institute for International Cooperation and Engagement.
