From screens to the ring. Bhutanese social media influencers traded filters for fists this weekend. But this was not about fame. It was about fighting something far bigger than an opponent. Drukpa’s Champion returned with a powerful message: Choose gloves over drugs. Choose discipline over destruction.
They are used to going live, used to likes, shares, and scrolling audiences. But on Saturday, they stepped into a different spotlight – under the bright lights of a boxing ring.
Drukpa’s Champion became more than a sporting event. A youth-led anti-drug initiative, it used boxing to promote discipline, fitness, and purpose.
Twenty-four-year-old Pelden Wangchuk, better known as “Ting Tong” on TikTok, has built his following through entertainment. But this time, his message is serious. He says the real fight is not in the ring.
“Do what you are doing right now — if it is good, put your energy into something good. If you don’t get the opportunities, it is okay. At least you tried, and someone is going to come and support you if you keep doing what you are doing and don’t use drugs. We want to advise youth not to use drugs, but to use their energy for something positive for the well-being of the people and the country.
Gyeltshen believes influencers carry responsibility beyond entertainment. He says platforms must be used to shape choices.
“We wanted to show youths that they can channel their energy towards positive change, where they can come into boxing or go to the gym and make themselves fit. There is no use in doing drugs, going to parties, and engaging in violence for unnecessary things. If you join boxing and keep yourself fit, you can even earn for yourself and at the same time make your country proud, your King proud, and your family proud as well.”
For Sangay Thinley, known online as Ragnar Bhutan, boxing carries a powerful metaphor. The event deliberately featured social media personalities, ensuring the message travels far beyond the arena. With thousands of followers watching online, the ring became a platform for advocacy.
“We are not fighting to show off or to beat someone. Boxing has a big scope for youth, and through this event, we would like to convey a message that I can get punched by my opponent one time, two times, or many times. But I don’t want drugs to punch me and ruin my future.”
“As an influencer, when we start such boxing events, in the future, even if they don’t know how to fight, we hope they will be motivated. This is because youth might think he was not a boxer in the past, he didn’t train in boxing, he only trained for one or two months, and when he is able to fight that much, I will also be able to fight. They might get encouraged and participate in sports,” said Chimi Dorji, TikToker.
Organisers say the idea was born out of concern.
“We actually thought that most of the youth are engaging in drugs and even fighting. So, we came up with an idea — why not organise a championship in the ring so that people can showcase their talent, fighting talents. Then in the future, they can represent our country and even win an Olympic medal,” said Namgay Wangchuk, Organizer, Drukpa’s Champion.
The Bhutan Boxing Federation ensured the competition met safety and technical standards – providing equipment, officials, and oversight.
“Through the influencers, their fans, supporters, and followers know what they are doing, and through them, there will be more awareness and advocacy about boxing and a healthy lifestyle. Youths see examples from influencers. Everyone sees what they are doing and thinks of doing such things like them, and they will be interested and come to join boxing,” said Sonam Penjor, Bhutan Boxing Federation.
For spectators, it was more than entertainment. It was about watching influencers shoulder responsibility.
“I have been watching the event since the very first season up to this Season 3, and I have seen the drastic change in all the influencers. This is all because they have kept on practising. Though they are not perfect, as the saying goes, “practice makes men perfect.” As they keep on practising, today, from my own observation, all of them played very well,” said Karma Choden, Spectator.
Cash prizes were awarded. Winners were declared. But organisers say the real victory lies elsewhere. In discipline, in awareness, and in the message that strength is built, not bought.
As gloves came off and cameras rolled out, one message remained clear: youth can choose ambition over addiction. And sometimes, the strongest fights are the ones fought for the future.
Karma Wangdi
Edited by Sonam Wangdi
