Singapore, 10 September 2025 – A new national brand film for Mongolia, “Go Mongolia,” has been launched to international audiences, streaming now on international news outlets and digital platforms. Designed to elevate the country’s global profile while fostering national pride, the 2.5-minute film showcases Mongolia’s majestic landscapes, rich cultural heritage and dynamic economic potential, positioning the country as a compelling destination for tourism, trade and cultural exchange.
Created by Edelman, the film reflects a strategic effort to unify Mongolia’s tourism, trade, and cultural sectors in a single narrative. “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.
The creative concept emerged from immersive cultural experiences in Mongolia. “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,” Green added. 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.
To capture the nation’s essence with authenticity, the film’s production involved extensive collaboration with the Mongolian Ministry of Culture, Trade and Tourism, government ministries and local creator communities. From animators and bloggers to business leaders and cultural institutions like the National Theatre, Mongolian voices shaped the campaign’s narrative. Designers of the national Olympic uniforms, Michel and Amazonka, contributed all the wardrobe for the film, ensuring cultural authenticity with a modern edge.
“It was important for us to hand the concept over to the people of Mongolia and let them give it meaning,” said Green. “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 film is part of a broader strategic campaign, a long-term nation-branding initiative launched in 2023. Edelman led the creative direction, scripting, and production, working closely with Mongolia’s ministries to ensure the film reflected both external ambitions and internal spirit. “This is another example of how Edelman brings to life integrated thinking at the intersection of culture, commerce, and creativity,” noted Green. “It’s a piece of work that instils trust in a unique country sitting at an interesting crossroads in the heart of Asia.”
Since Edelman launched the Go Mongolia brand, the country has seen a significant rise in global visibility. It climbed fourteen places in the Brand Finance Global Soft Power Index, recorded its highest-ever tourism revenues, and was named by Lonely Planet as the number one destination in its Best in Travel 2024 guide. The campaign has also driven cultural diplomacy, from Mongolia’s partnership with Fulham Football Club to its showcase at the Paris Olympics, while strengthening foreign investment and international connectivity through milestones such as United Airlines’ first-ever direct route from the United States.
The release of the nation branding film marks a new chapter in Mongolia’s long-term soft power strategy. By fusing cinematic craft with strategic storytelling, Edelman has helped the country project a unified national identity—one that celebrates its traditions while positioning it as an ambitious and globally engaged partner for the future.
Credits:
Agency: Edelman
Chief Creative Officer, APAC: Tim Green
Designer: Matt Andrade
Agency Producers: Jeth Heng / Alicia Ho
Client Lead: Delicia Tan
Public & Govt. Affairs: Melissa Leung / Ryan Lim
Strategy: Huw Gildon / Peter Pippen
Production Company: Mr+ Positive Tokyo/Singapore
Director: Patrick Fileti
Music & Sound: ikigai
About Edelman:
Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. With 6,000 employees across over 60 offices, Edelman develops communication strategies that build client confidence and stakeholder trust. The firm boasts an array of accolades, including PRWeek’s Agency Dynasty of the Past 25 Years and Global Agency of the Year (2023) and Cannes Lions Independent Agency of the Year for the Good Track (2024 & 2022). Recognized as a standout agency by AdAge (2023) and honored with multiple Cannes Lions, including Titanium, Grand Prix and seven Gold Lions since 2021, Edelman consistently sets the industry standard. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Data x Intelligence (research, data), Edelman Smithfield (financial communications), and UEG (entertainment, sports and lifestyle). www.edelman.com
