Hidden high in the Himalayas, on pristine, sun-drenched slopes, lies Nepal’s untapped treasure. It’s not precious stones or metals, but something far more valuable in the 21st century: “green gold.” We’re talking about hundreds of species of medicinal and aromatic plants (MAPs), many of which are found nowhere else on the planet. For centuries, local communities have collected these herbs, using them in Ayurvedic and Tibetan medicine or selling the raw materials for next to nothing to middlemen. Now, amid a global boom in all things organic, natural, and healthy, this sleeping giant is ready to awaken.

The global market for wellness, organic cosmetics and natural medicines is worth hundreds of billions of dollars and continues to grow exponentially. The modern consumer in Europe, North America or Japan is looking for more than just a product, but a story. He wants to know where the grass for his tea grew, who picked the flowers for his essential oil and whether the planet was harmed in the production of his cream. And here Nepal gets a unique, almost monopolistic competitive advantage. "Made in the Himalayas" is no longer just geography. It is a powerful brand, synonymous with purity, spirituality and pristine nature.