A pair of locally made shoes has unexpectedly become a national talking point in Nepal after Prime Minister Balendra Shah wore Goldstar’s Arc Series sneakers, triggering a sharp spike in demand.

Priced at around Rs1,500, the shoes quickly gained the nickname ‘Balen shoes’ on social media. Videos show customers visiting Goldstar outlets soon after the budget announcement, searching specifically for the same model worn by the prime minister. The trend has been widely amplified on TikTok and other platforms.

Social media influencers have further fuelled the craze. Dentist and vlogger Shashank Tamrakar posted a video purchasing the shoes, describing them as waterproof and more comfortable than expected. He urged followers to support domestic brands, saying the shoes were affordable and locally made.

Goldstar outlets have reportedly started informing customers that the shoes are the same model worn by Shah. A TikTok video from a Chabahil showroom said some stock remained at retail outlets, with delivery available nationwide.

Goldstar Stride Limited managing director and MP Vidushi Rana said the prime minister wearing the shoes was coincidental. She said Shah chose the shoes himself after the budget presentation and that she was not aware in advance. Rana said the moment was significant for Nepal’s domestic footwear industry.

She added that the company had already sold its existing stock of white sneakers and was now struggling to meet rising demand.

Industry leaders say the episode has lifted morale across Nepal’s footwear sector. Rana argued that if the government addresses issues such as smuggling, under-invoicing, and high raw material taxes, Nepal could become self-reliant in footwear production within a few years.

Trade data shows Nepal exported shoes and slippers worth Rs2.55 billion in the first 10 months of the current fiscal year, up 69.79 percent compared to the same period last year. Imports during the same period stood at Rs7.95 billion, slightly lower than the previous year’s Rs8.03 billion.

Industry figures say the gap between imports and exports remains significant, but domestic brands are gaining ground.

Prasanna Gautam, director and co-founder of Caliber Shoes at KD Shoes Industries, said the prime minister’s choice boosted visibility not only for Goldstar but for the entire domestic footwear sector. He said the impact had also improved sales for other Nepali brands.

He added that while demand is rising both locally and abroad, including exports to Dubai, the industry faces a shortage of skilled labour. The company reportedly sells hundreds of pairs daily in Nepal and operates through dozens of outlets nationwide.

Gautam said smuggling and counterfeit branded shoes have declined slightly in recent months, but remain a major challenge. He also highlighted the need for tax relief on raw materials and stronger policy support to improve competitiveness.

He noted that younger consumers still prefer international brands such as Nike and Adidas, even when counterfeit versions are used, and said the industry must build stronger appeal among youth.

According to the Footwear Manufacturers’ Association of Nepal, the country consumes around 100 million pairs of shoes annually. About 8.5 million pairs are produced domestically, while the rest are imported. The association estimates exports could reach 8 million pairs this year.

Association president Rudra Prasad Neupane said Nepal could become largely self-sufficient in footwear production if imports are controlled and domestic capacity is fully utilised. However, he warned against market monopolies and stressed the need for competition.

He also noted the sector remains unclassified, ranging from small household production units to large-scale factories with billions in investment, making policy support uneven.

Despite challenges, industry stakeholders say the ‘Balen shoes’ moment has provided rare visibility for local manufacturing and renewed optimism in a sector long dominated by imports and counterfeits.