U.S. ‘Digital Diplomacy’ in Nepal: Strengthening Soft Power Through ‘Creators Mela’

The U.S. Embassy in Nepal has concluded the “Creators Mela 2026” across three cities—Chitwan, Nepalgunj, and Kathmandu—under the theme “Vision to Venture.” The event aimed to transform creative ideas into entrepreneurial ventures, but observers say its significance extends beyond creativity: it’s also a reflection of U.S. digital diplomacy and “soft power” strategy in Nepal.

According to diplomatic analysts, the embassy has been organizing the annual Creators Mela since 2023 as part of its broader public diplomacy outreach. By engaging directly with Nepali youth and digital creators, the U.S. seeks to promote its technological expertise, democratic values, and spirit of openness.

Former Nepali ambassador Yuba Nath Lamsal noted that such programs strengthen both “soft power” and public diplomacy. “Through these events, the U.S. connects with young Nepalis, encouraging creativity, entrepreneurship, and open expression—all core democratic principles,” he said.

A Modern Face of Diplomacy

In today’s media-saturated world, social networks and digital platforms often wield more influence than traditional diplomacy. Many creators have audiences of thousands or even millions. Training and empowering them helps the U.S. create a friendly environment for its messages to reach the grassroots—especially among youth—bypassing formal institutions.

This year’s theme encouraged creators not only to produce digital content but also to become entrepreneurs, supporting Nepal’s emerging digital economy. The event highlighted how U.S. technology and platforms can serve as tools for income generation and creative enterprise, reinforcing trust in such technologies over time.

Wide Participation Across Cities

The 2026 Mela, the fourth edition since its launch in 2023, attracted strong participation: more than 800 attendees in Chitwan, over 1,000 in Nepalgunj, and thousands in Kathmandu. It featured panel discussions, interactive workshops, live performances, and sessions on branding, monetization, and storytelling. The “Pitch to Success” platform in Kathmandu, where selected creators presented business ideas to major company representatives, drew particular attention.

Participants said the event enhanced their understanding of how to professionally promote their work and expand their networks. Some attendees, however, also suggested that future editions include discussions on digital addiction and responsible online engagement.

Expanding the U.S. Footprint

Experts view the Mela as part of a broader U.S. effort to engage directly with foreign publics through digital diplomacy—the use of digital tools, especially social media, to achieve foreign policy objectives. In Nepal, where China and India maintain strong influence, the U.S. appears to be cultivating goodwill among young creators and influencers to strengthen its cultural and diplomatic presence.

Public Affairs Chief Mike Harker said, “Creator’s Mela 2026 reflects the United States’ commitment to strengthening Nepal’s creative economy. By enhancing knowledge, skills, and networks nationwide, we are supporting entrepreneurship and job creation. We are positioning Nepali creators not just for local influence, but for success with American business partners and in global markets, fostering deeper economic ties and shared prosperity.”

Broader Diplomatic Context

Beyond the Creators Mela, the U.S. Embassy in Kathmandu continues to implement exchange programs, English language and leadership training, teacher development initiatives, cultural heritage grants, and digital skills workshops—all pillars of U.S. public diplomacy.

Former Nepali ambassador Vijay Kant Karna called on Nepal to view such events not only diplomatically but also economically and strategically. “Programs like this connect local entrepreneurs with international markets,” he said. “Nepal should also expand its own public diplomacy abroad to strengthen its international presence.”