Mongolia takes the global stage in cinematic national brand film

Edelman has launched a three-minute nation branding film, "Go Mongolia", designed to raise Mongolia’s global profile while fostering domestic pride.

Streaming now on international news outlets and digital platforms, the national brand film highlights the country’s landscapes, cultural heritage, and economic potential, positioning Mongolia as a destination for tourism, trade, and cultural exchange.

The campaign reflects a strategic effort to unify Mongolia’s tourism, trade, and cultural sectors under a single narrative. According to Edelman, the creative concept “literally emerged from within Mongolia”, reflecting a nation with “Go” at its heart. The film encourages audiences to explore, invest, and create in Mongolia, while serving as a rallying cry for national pride.

Don't miss: Durians and debate: Was SIA's new safety video creatively too safe? 

The film opens with a woman’s narration, inviting viewers to “go” into the world with curiosity and an open mind. She appears in diverse global settings, while subtle touches of Mongolian culture surface through everyday moments, sightseeing, socialising with friends, and local customs.

Cinematic visuals and a culturally rich soundtrack further highlight Mongolia’s landscapes and heritage. The film closes with the same rallying call, urging viewers once again to “go”.

Production involved collaboration with the Mongolian Ministry of Culture, Trade and Tourism, local creators, and cultural institutions, including the National Theatre. Animators, bloggers, business leaders, and designers of Mongolia’s Olympic uniforms contributed to the project, ensuring authenticity with a modern edge.

"Go Mongolia" forms part of a broader nation-branding initiative launched in 2023. Since the campaign began, Mongolia has climbed 14 places in the Brand Finance Global Soft Power Index, recorded record tourism revenues, and earned the top spot in Lonely Planet’s "Best in travel 2024 guide", according to the agency.

The campaign has also driven cultural diplomacy, from partnerships with Fulham Football Club to showcases at the Paris Olympics, while bolstering foreign investment and international connectivity, such as United Airlines’ first direct route from the US.

By fusing cinematic storytelling with strategic objectives, Edelman’s film aims to project a unified national identity, one that celebrates Mongolia’s traditions while signaling its ambitions on the global stage.

“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, APAC at Edelman. “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."

In addition, Green said the campaign deliberately handed creative ownership to Mongolians themselves, showing the concept across fashion shows in Paris and international partnerships such as Fulham sponsorship. The campaign also demonstrates how 'Go' works on the world stage and reflects who the people of Mongolia are. 

“This is another example of how Edelman brings integrated thinking to life 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," said Green. 

The campaign comes amid a broader trend of countries and regions using cinematic storytelling and digital campaigns to raise awareness of their culture, heritage, and economic potential. For instance, AirAsia recently marked the 58th ASEAN Day with "Unlock ASEAN in real life", a travel video series starring Malaysia’s pop sensation Dolla.

The series showcased six destinations, Yogyakarta, Nha Trang, Da Lat, Pattaya, Sandakan, and Miri, connected by AirAsia’s network, aiming to spotlight culturally vibrant, lesser-known destinations and inspire Gen Z travellers with curiosity, authenticity, and adventure.

The trend extends beyond travel campaigns. Singapore Airlines (SIA) has released a new in-flight safety video that pairs essential safety instructions with visuals of Singapore’s landmarks, neighbourhoods, and communities.

Created with the Singapore Tourism Board (STB), the film features cabin crew demonstrating procedures at sites such as the Esplanade, Gardens by the Bay, Lau Pa Sat, Sentosa, and Jurong Lake Gardens, alongside local performers including a lion dance troupe, kolam artists, silat practitioners, and an aqua aerobics team.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
Why halal travel could be the next big play for Malaysian marketers  
Trip.com turns travel fails into smarter adventures  
JISOO chooses her wild in new music video with STB and Mandai